What Dominos Pizza Can Show Your Small Business about Internet Marketing

Sometimes clever internet marketing strategies are right under your nose, and sometimes they can be right in your own mail box.  I recently stumbled across a pretty effective technique with a Domino’s Pizza mail offer that encouraged online registration.  I instantly realized this idea could be really effective for the small business owner like yourself looking to enhance internet marketing results with your offline client base.

The Domino’s offer provided a convincing call to action along with a few other elements in the text of the letter (or “copy” in marketing jargon).

The main call to action was for the customer to register online for a free chicken side item with a minimum purchase of $7.99 by April 12th.  The copy on the letter was also very effective, so I’ll include it at the bottom of this post.  The tone of the letter was pretty friendly and overall appreciative for the patronage of the local customer.

The letter actually was from a local store manager who mentioned that his supervisor had already reached out to this particular customer, but he wanted to write himself.   This makes you think Domino’s is going far and beyond to ensure that its customers are treating you special (before making an offer).

There were also several things in this short effective offer that made me want to order online for the free chicken.   Below are some of the following techniques that made this letter effective (I’d recommend you include these elements in your online and offline marketing offers):

1) The letter was only sent to “VIP Customers”

2) The letter was enclosed in a very noticeable bright red envelope

3) The letter made the clients feel special.  It addressed only “top clients” who the local manager calls ”MVP Clients,” and addressing a customer as an “MVP” makes the customer feel special.

4) The tone of this letter was very personal (the manager writes and mentions his supervisor has reached out – even if this is untrue, this makes you think Domino’s is really concerned with its customers’ happiness)

5) The letter has a direct call to action with a deadline (when you order online before 4/12 and enter a code in a promo box you’ll receive a free order of wings or kickers).

6) The manager makes speaking to the supervisor very accessible by including information that normally wouldn’t be provided.  For instance, the manager includes his supervisor’s cell phone in a post script mentioning if a customer would like to make suggestions or comments her or she can call his manager or email him.

This technique could very well apply to an online newsletter or email with “Your Free —– Awaits on Your Next Order”.   If you can do something in the mail, the bright red envelope is very attention grabbing.  That coupled with the feeling this letter evokes in the customer and the personal aspects of this note make it a hit marketing technique you could apply to your next mailing to your VIP customers in your next online newsletter.

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Enjoy studying the copy below:

Dear Domino’s Pizza MVP,

My name is ____________ and I’m the Manager of the Domino’s at _______________.

I know that my supervisor, __________, has already reached out to you, but I wanted to write to you myself.

While I don’t have the pull that my supervisor does (after all, that’s my boss we’re talking about), I am authorized to reward top customers from time to time.  Especially Domino’s MVPs like you.

So the next time you order from my store using the secure online ordering system at www.dominos.com, you’ll get _______________ or ____________ on me. All you have to do is type “_____” in the promo code box.

If you prefer to order by phone, just mention the promo code above when you call.  The number here is _________.  Don’t be shy about introducing yourself when you order.  A heads up that I may actually give you a call after your next order to make sure we’re doing right by you.

Note that there is a minimum purchase of $7.99 required to get the FREE chicken, and tax as well as delivery charge may apply.  Be sure to order by April 12, 2009 to take advantage of my offer.

Thanks again for your patronage of my store.  And keep an eye out for more free stuff in red envelopes for loyal Domino’s Pizza customers like you.

Best Regards,

(store manager name and address)

P.S.  If you’d like to make suggestions or comments on how we can better serve you, feel free to call my supervisors cell phone at ___ or write to _______email.

_________

The more you study ads and copy the more you’ll get a knack for instantly recognizing these cool tecnhiques you could implement in your own small business to boost your internet marketing efforts!

Have YOU recently come across some cool marketing ideas that were right under your nose or in your mailbox?   Share them with us.

We appreciate you.

About The Author

Dali Burgado, also known as "The Dali Blogger" teaches creative entrepreneurs how to carve a web presence that connects with their Inner Guru and their target audience. Her first online marketing love is SEO. She's an avid connector on Facebook, Twitter, and Google+. When she's not coaching or teaching, she's tweaking sites for Search Engine Visibility, working on her PHP and Javascript coding skills, Singing Opera, or learning about gardening. Circle Dali on Google+