Home Beauty Domino’s Advertising and marketing Chat with Kate Trumbull, SVP of Model and Product Innovation

Domino’s Advertising and marketing Chat with Kate Trumbull, SVP of Model and Product Innovation

Domino’s Advertising and marketing Chat with Kate Trumbull, SVP of Model and Product Innovation


1. What was the important thing model distinction that you just constructed your advertising combine round? 

Pizza is magic.  Once you consider that, you’re prepared to do issues that different pizza firms wouldn’t do.  We innovate and take motion to show that perception.

In plenty of methods our product is our muse.  Pizza brings folks collectively. Pizza is the primary meal in a brand new residence. Pizza is a purpose to have a celebration. Pizza can erase a mistake. Pizza is a post-game celebration. Pizza is a post-loss comfort. Pizza is shareable. Pizza is brainstorming meals. Pizza is late nights on the workplace. Pizza magically seems at your door. Pizza transcends class, standing, and tradition.  

On the identical time, our model DNA is supply – in 1960 we basically invented the concept of meals being delivered and we’ve been laser centered on do it sooner, safer, with much less friction, and in a extra magical means than anybody else.  When a supply firm begins to spend money on carryout, the chance to have a look at one of the best components of supply and apply them to the carryout expertise are countless.  


2. What share of income is used to your advertising finances? (don’t need to reply!)

Can’t reply


3. Who’s your target market?

Anybody with a abdomen.


4. What are the preliminary steps of a marketing campaign? 

We’re at all times on the lookout for improvements throughout product, service, and picture.  We determine a model motion that shall be shocking, and likewise compelling and persuasive to shoppers.  From there, we transient our inventive company Work In Progress on the concept, and so they provide you with ideas. Then, we choose the strongest route and so they construct out TV scripts and 360 social and paid digital extensions.


5. It appears plenty of your advertising stems from having an abundance mindset – filling potholes, serving to communities, serving to small companies, the “frees”, the ideas – curious how an abundance mindset is taught or promoted inside firm tradition, if in any respect?

That’s a extremely attention-grabbing remark.  Our most impactful and memorable work – the examples you point out like Paving for Pizza and Native Surprises for small companies – do come from a spot of fixing issues that assist shoppers and communities, by means of driving worth and transparency.  Our tradition is consumer-first and all of us have a wholesome obsession with making each pizza expertise higher extra magical, as soon as pizza at a time.


6. When will a vegan pizza be accessible? 

We’re at all times exploring and testing and know there’s a passionate following that may love a 100% vegan pizza.


7. Did you rent a advertising agency or is it in home? 

We’re lucky to accomplice with a best-in-class inventive company known as Work in Progress out of Boulder, CO.  They’re unimaginable companions to assist develop loopy large concepts after which construct the visible storytelling to deliver them to life throughout all contact factors.


8. Did you take into account your self a tech firm first? What would you take into account your self today- tech or pizza co?

We’re a tech firm with a pizza obsession.  And in some methods we’re a logistics firm with a pizza obsession – at all times innovating to drive extra comfort and take away any friction from the method. 


9. What’s your inside crew construction that enables for pace approvals/posting on social? 

Our content material is deliberate a month upfront and is reviewed by key inside groups and authorized. For quick approvals on developments that we need to leap on ASAP, Promoting is our closing approval. Typically speedy approvals are obligatory given the character of social and so they’re comfortable to leap in and assist (everybody right here has a coronary heart for social!).


10. Why aren’t there any skilled photographs in your feed? Is that part of your technique?

It’s undoubtedly a part of our technique! We like to point out how actual our product is – no contact ups, no filters, simply crave-worthy, thumb-stopping pizza (or “pizza porn” as we name it internally…). Just like how our actual product is utilized in TV (no faux “glue” cheese or faux toppings – it needs to be edible afterwards to satisfy our customary), we’re “uncommonly sincere” about displaying our actual menu gadgets in the best way that any buyer shall be receiving them. Nonetheless, we’re in a part of making an attempt out new methods on our social channels that aren’t essentially as centered on meals imagery (i.e. memes). Hold an eye fixed out!


11. Curious in regards to the technique of specializing in promos and companies over product inside adverts

We do each – we now have a excessive bar for product innovation.  We don’t do LTOs like most of QSR – we solely need to add merchandise which can be interesting sufficient that they drive a excessive sufficient combine to stay on the makeline and earn their preserve in our operations.


12. How do you pre take a look at your TV advert ideas so what is going to work finest in market? 

We sometimes do testing to validate the relevance, uniqueness, and persuasion of an idea, however usually we belief our advertising instincts on what concepts are daring sufficient to interrupt by means of.  We do copy take a look at our TV adverts.


13. How giant is your social crew?

Now we have two inside individuals who lead our core natural social content material, however we now have many individuals in several departments (buyer care, promoting, advertising, PR) as extensions of the crew (together with WIP).


14. What are most of your marketing campaign choices pushed by? Model consciousness or onerous gross sales? 

Driving incremental orders is our major KPI.  Now we have different secondary KPIs like consciousness, high quality, style, and worth that we additionally monitor.


15. What digital marketing campaign platforms do you discover only?

We solely run media on platforms that drive incremental return on advert spend – you’ll be able to see the place we make investments, it tends to be the place essentially the most shoppers spend their time, that occur to be advert supported. And we at all times attempt to be natural and native to platform.


16. What’s a previous advert that shocked you with how nicely it did? 

You often have a very good sense for what’s going to actually blow up, whether or not it’s Paving for Pizza or Carryout Suggestions.  Carryout Insurance coverage was very profitable and we have been in a position to run that for a second marketing campaign, which additionally labored onerous for us, so it was good to validate that generally we tire of concepts earlier than shoppers do.


17. How previous is the one who runs your social?



18. What are your prime 3 advertising segments?

Carryout, Supply, Domino’s Carside Supply.


19. If somebody may solely do 1 factor nicely for advertising, what ought to it’s?

Construct an awesome product – product high quality is #1, the whole lot else grows from there.


20. Is there stress to start to market to youthful generations? How do you stroll that line? 

 Folks younger and previous love pizza and we focus our advertising on adults who love pizza. We all know that adults with youngsters are a big a part of our buyer base, and that children naturally appear to like pizza, however our objective is at all times to market to adults who’re fanatical about pizza.


21. What’s the explanation behind saving $3 for those who choose up your order vs supply?

Carryout shoppers really feel like they’re doing actual work driving/visitors/looking for the meals, and returning residence with the prize.  They respect being acknowledged for his or her work – it’s additionally an incentive to drive extra frequency and digital orders which results in a better ticket.


22. Low cost code?! 😉

Whereas we are able to’t do a reduction code presently, we’re comfortable to share 10 $50 Domino’s e-gift playing cards that Amber can disclose to her followers. 



Please enter your comment!
Please enter your name here