I’m sure everyone has heard of the Late Night Wars between Jay and Conan (I’m on Team Coco) or the current “Map” wars between AT&T and Verizon. Well, if you haven’t noticed, there is something very close to my heart in a bit of a tussle – Pizza Chains. I know a lot about very few things in life, but one of them is pizza. I’ve dedicated at least half of my life to pizza. Okay, I may be exaggerating for dramatic effect. However, if you need a good pizza recommendation for any occasion or location – I’m your man.
The top three pizza chains in America are Pizza Hut, Domino’s, and Papa Johns. Currently they are all running campaigns that are very creative and yet different from one another. Pizza Hut is stressing value. They are hawking the $10 pizza and it looks to be a major hit especially in this economy. In the past they’ve had the 3 pizzas for $5 campaign as well. They’ve also branched off into pastas and wings. Pizza Hut was the first chain to develop an iPhone application and consumers can order a pizza in two clicks. Domino’s has been running a new recipe campaign trying to address their critics and draw in more customers or bring old ones back. They’ve run a major tv campaign and combined that with a very aggressive social media campaign. We had an employee make a comment about the new recipe on Twitter and received a free pizza coupon! Papa John’s is a very strong #3 in the market and charging. They are running a “Papa’s In the House” campaign that features their founder possibly showing up at your door to deliver your order and good times. They are about to launch a strong social media campaign as well, encouraging consumers to “create a recipe” and partake in the rewards if it takes off.
I think the common thread between these three is that they are marketing aggressively and with a media mix. You see them on tv, hear them on radio, read them in print, clip their coupons and now they are all online in creative ways. Not to mention their public relations teams that keep their brands in front of the consumer. All three are after your hard earned dollars. All three are taking different approaches and thriving.
Our president, Andrea James, spoke today at the Des Moines Convention and Visitor’s Bureau seminar on marketing. The topic was “Making the Most of Your Marketing Budget.” At Love Scott, we endorse research first. Find out what you don’t know. Have a professional administer the process. The second part of research is believing what it says. You would be amazed at how many clients don’t want to believe the results of research. You have to accept what the research tells you to take correct action. Once you assess the research and create a marketing plan, execute your plan. Our plans always include a media mix. There is no “magic” medium that will fix all of your marketing problems. Just like a good financial plan, you can’t put all of your eggs in the stock market. A strategic mix is always the best course of action. Of course just like a good financial plan – this can be done on a budget. We constantly strive to work with our clients to create the best course of action for them to thrive strategically.
You don’t need to be in a “war” to be creative, strategic and responsible. Are you using the media mix to your advantage?
- Adam Jensen