How Domino’s Pizza broke all the rules of traditional marketing to turn its brand around

How Domino’s Pizza broke all the rules of traditional marketing to turn its brand around
In 2008 Domino’s Pizza realized they were dominant in their industry when it came to service but dead last when it came to taste. This set in motion a complete rebranding campaign. The first step? Gaining back credibility. Domino’s needed to engage its customers in meaningful ways, so the brand went straight to customers for feedback – specifically, the bad stuff. During this presentation you will learn how Domino’s did not hide from the criticism but shared the worst of the worst in order to establish credibility and transparency, with a ground-breaking campaign that began in 2010. The result was a new pizza which reaped rave reviews….and a whole new brand.

During this session you’ll learn how to:

• Develop a social media voice that conveys honesty and transparency
• Use customer generated content to bolster your branding efforts
• Build credibility—without it your rebranding efforts will not work
• Be risk takers: Stand out by creating content that wows your audience

Vice President of Communications for Domino’s Pizza since 1997, Tim McIntyre is responsible for internal communications, public and media relations, event management, crisis communications, community involvement and charitable giving for the international brand. Tim joined Domino’s in 1985.

He is Domino’s chief spokesperson and has represented the company in major national and international media. Tim has been a speaker on communication and public relations topics throughout the United States, Canada, Europe, Asia and Australia.

Tim is co-author of the book Hire the American Dream: How to Build Your Minimum-Wage Workforce into a High-Performance, Customer-Focused Team, published in 2009.

In 2009, he was named “Crisis Manager of the Year” by PR News for his handling of an unauthorized employee video posted on YouTube. In 2010 he was named “Communicator of the Year” by the Detroit chapter of the International Association of Business Communicators.

Who: Tim McIntyre

When: May 28, as of 6:00 p.m-8:30pm

Where: Domino’s Corporate Headquarters
Building and Office
Domino’s World Resource Center
30 Frank Lloyd Wright Dr, Ann Arbor, MI 48105