It will be many more years before the Dominos’ employees-gone-rogue, “viral” video is forgotten, at least in the marketing world. Since that awful release, Dominos has made some fairly radical changes in the way they go to market and really stepped on the gas to tell the world about them. But, even as they’ve stepped forward, even though I’ve bought their product (thanks in great part to one of the best online ordering processes), I still assumed it was cheap… a frozen base, customized as little as possible to deliver mass efficiency and a keep down the cost of goods.
This week however Dominos did something that we can all learn from: they started streaming a location live, uncut and as they put it uncensored. They’re taking anyone who wants in behind the scenes not with some fancy factor, elaborate skit or onetime event but day in, day out, pizza after pizza.
Now watching a stream of a pizza is, to quote a Facebook fan, “worse than watching grass grow“, and nothing like the viral fodder that their disaster video had. Add to that the simple fact that what’s being shown is obviously semi-staged, probably with highly trained employees, a new or upgraded facility, or even a corporate run operation. But that’s ok. To succeed Dominos doesn’t need 50 million views. They don’t need people to like every moment, to believe it’s raw, or even accept their entire process. What they need people to understand is what goes into their product.
Changing perception is hard, slow, and ultimately out of your hands.
All the ads and marketing in the world won’t make Dominos’, or any brand’s perception, shift overnight. In fact, the more a brand starts proselytizing, the less people tend to listen and that’s exactly what I suspect Dominos is up against. After winning those on their side of the fence with changes, deals and a bunch of ads, they have to get to the next level and re-engage those who counted them out… that means providing a new perspective.
By bringing their experience, even a polished up one, to the world, they’re able to relay the facts. A pizza at Dominos starts with a crust that’s hand worked. Toppings are applied individually. Baking is an actual oven. It’s not rocket science, it’s not even a long process, but it is a fair fresher one than I expected.
The beauty of digital is that it provides a chance to convey the story.
As brands all we can really do is to paint a picture and provide pieces of information. It’s up to the customer to grab on to them and make the decision, but, thanks to our social world, we have a road in. And when the customer agrees that we’re doing right by them, we have a road for it to spread out to the world in mass… or perhaps just to those who are really interested in watching pizzas bake.