Category: Mobile Marketing

Mobile Marketing, Mobile Supplements

6 SMS TIPS FOR THE HOLIDAYS

The holidays are fast approaching, so it’s more important than ever to keep your digital marketing program running as smoothly as Santa’s sleigh on Christmas Eve. Over the course of nearly two decades in marketing, 10 of these in Mobile technology businesses I have been witness to the rise of mobile as a major force in the digital communications landscape.

Yet less than 50% of British businesses give more than 5% of their marketing budget to mobile communications. (Source: Forbes)

There are a number of factors in a business not taking full advantage of the mobile channel, from reluctance of senior management to take the leap through to internal infrastructure issues that ultimately need fixing before a mobile strategy can be fully realised.

However, it’s easier than you think to judge the success rates of mobile over other more traditional channels, it’s even easier to track the effectiveness of SMS in increasing open rates of an email for instance.

Mobile Messaging via SMS is proven to increase interaction, engagement and promote faster buying decisions from your customers.xmas sms

 

So… Its Christmas… and if you’re not using Mobile as part of your strategy already, then your behind your competition… the question is… what are you going to do about it…

Want some ideas to get you started?

Take a look at my six benefits to SMS Marketing this holiday season….              

Source: IPSOS Survey

 

6 Ways to gain more revenue this Holiday season through SMS marketing…

  1. Notify your customers of special offers, low prices, instore sales etc..

People respond to mobile, the average text message is read within 90 seconds of hitting a handset and is the number one channel for making purchasing decisions whilst on the move.

  1. Reminders for appointments

Run a leisure business, restaurant or salon? Use SMS as an appointment booking service and remind your customers when an appointment is due. Get the customer to respond to your reminder or booking SMS and opt them in to receiving marketing texts going forward.

  1. NEWS FLASH! Let your customers in on your secret… notify them early of pre-sales activity.

Send your customers an SMS giving them vital information on a pre-sales event in your store or online business. Make them feel special and offer some good deals or offers and you will gain not only price based loyalty but customer brand loyalty too.

  1. Competitions

SMS is a great way to gain instant buy in for a competition or an offer linked to a competition entry. Collect data by adding in a mobile web page as part of the sign up process. Make it a Christmas themed competition for extra interest from your customer base at this time of year.

  1. Gift Card Sales

Not sure you’re going to sell enough gift cards this year? Mobilise them by offering gift cards via text messaging…send your customers a message to get them to visit the website or go in store to purchase a gift card for a loved one this xmas. Give them a small discount code in the message that they can use at the till point to get some money off their gift card purchase.

  1. Footfall Driver Offers

SMS marketing is fantastic for driving footfall into bricks and mortar stores especially in the holiday season. Offer customers a free glass of Mulled wine with a purchase over £5 for instance or a free mince pie when they order a coffee etc..

The holidays are just around the corner and consumers are starting their quest for the perfect gifts and bargains. A well worded and timely text message to a consumer giving value can entice shoppers to buy your products or services.

“85% of shoppers are highly likely to buy from brands that offer highly personalised discounts.”

 

Good Luck

themobileexpert

Mobile Marketing, Mobile Supplements

Consumer Power

If your of a certain age, you may remember some of the great TV ads of the 70’s and 80’s.. Smash, PG Tips, Hovis amongst others all had brand defining TV adverts running pretty regularly during that time. They based their TV spend on sales generated in bricks and mortar stores as a result of the brand recognition they generated by their decade defining adverts.

Fast forward to the present day and we have changed massively as consumers, technological advances have given us a plethora of devices and channels with which to communicate on and there has been a concious move away from print as a daily key targeting channel.

We now have on-line channels like social media, mobile devices, tablet devices, apps,  text messaging, emails, TV and traditional media et al.. and we have to manage our brand presence and positioning across all these channels and devices in a convergent manner.

However, there is one huge change that often goes overlooked when putting together an overarching marketing strategy for your brand. In decades past, we were TOLD what to buy, how good something was or tasted etc… by traditional media channels. We made key purchasing decisions based very often on nothing more than remembering a really cool advert or a familiar jingle on the radio that made us remember a product or service business. You could call this the age of “Marketing Power” – we were told what to buy by repetitive marketing providing passive product knowledge and little or no ability to talk to other brand advocates / users.

Of course now we are in the age of “Consumer Power” we can talk to millions of people on line in seconds.. we can share reviews on our brand experiences, tell our peers where to get the best value for money and what the best deals are at any time, anywhere on the planet.  Passive brand knowledge has been replaced with active brand presence – I can become a brand ambassador / critic without leaving my kitchen table… (McDonald’s has 59 million fans on Facebook alone – all talking about their likes and dislikes of that mega brand)..

I can tweet, post and otherwise disseminate my thoughts about a brand, product or service and have a multiple way conversation with both the brand and other followers alike in real-time.

As a brand owner you need to be able to connect with me as your customer, not just today but tomorrow and in the future.  You need to engage and have a two way communication with me, give me variation in your brand communications so I don’t get bored and reward me for staying engaged with your brand on a regular basis.

Whilst the consumer has more power than ever before, they also give brands more opportunities to connect with them too. The tricky part is offering an engaging, targeted and rewarding experience to your consumers on a one vs one basis. Its only by truly understanding who your customers are and what they want as individuals that you will be able to fulfil your business goals, increase your brand coverage and grow your business and revenue.

Gaining customers is the easy part in today’s omni – channel, always on, consumer driven world, keeping them is the real problem. You have to analyse the data you have from your customers, from the website, from an app or plastic loyalty card, from on-line orders, basket analysis of purchases etc.. etc… and use this information to create compelling digital promotions and rewards that encourage interaction, purchase activity and the sharing of more customer information.

If your ready to discuss targeted engagement solutions for your business or you want to discuss the best way to create a reward or loyalty scheme for your customers then get in touch.

In my next post, I will talk about “Traffic Analysis” and how you can use this to increase your customer knowledge and preference information.

Regards

themobileexpert

 

Mobile Marketing

Loyalty & The Omni- Channel Consumer

Consumers today are accustomed to and demand the world at their fingertips. They use the mobile internet to get what they want be it info, price comparison, entertainment on the go or other products and services.

It’s fast becoming normal for consumers to complete a purchase in a different channel to the one they started with, the average consumer will move between the bricks and mortar and the online store using their mobile devices to check competitors prices in real time as they make their purchase decisions.

The key for consumer facing businesses is to offer a joined up cross – channel experience to allow them to capture these “omni-channel” customers.

The last five years have seen a dramatic shift away from PCs in favour of mobile devices and tablets as the primary vehicle for internet usage. However as more and more companies take a ‘mobile first’ approach, successfully launching services that take full advantage of the capabilities of mobile and that are tailored specifically to the mobile mind-set, significant numbers of new ‘mobile first’ customers will be tempted to enter the market.

This is more than evident in the loyalty and rewards sector where nine out of 10 of the British public use loyalty cards, with Tesco Club card and Boots being amongst the most popular and where consumer facing companies like Starbucks have 10 million active users of its mobile app, with its customers loving the rewards and offers they can get for being loyal to their favourite coffee shop.

Starbucks are well known for their loyalty schemes so it is no surprise that their app is extremely popular. The app is well designed and functional, making it clear  from the home screen how many points you have and allowing you to easily find the nearest place to spend them. They have integration with Passbook which uses the phones location services to open up Passbook as soon as you enter any of your favourite stores, allowing you to pay without even having to unlock your phone. The rewards include many different discounts depending on how many points you have and the app makes it extremely easy to understand what you need to do to get to the next set of rewards.

Many companies offer their consumers an (generally online) account with offers that can be spent or redeemed across multiple businesses in different sectors. The problem with a lot of these is because they are generally card free rewards schemes it becomes difficult for the brand to stand out from the crowd with their own unique identity or to understand who these customers are.

Where a brand does offer a loyalty scheme via mobile or plastic card they automatically have the vehicle to develop a brand awareness and a unique presence that the consumer can reach out to and use regularly. Some retailers have a plastic card and an app and both work in a similar way by identifying the user and subsequently the logic that defines what offers or rewards that user can have.

However, it’s not just a case of “build it and they will come” you can’t just expect to launch a loyalty scheme and then sit back and wait for users to be brand loyal overnight. It’s essential that you communicate to your customers exactly why they should sign up to the scheme and by doing so, what they will get out of it. Too often customers are left to ponder what they actually gain from signing up to a card based loyalty scheme unless they sign up in store and the cashier is offering them 25% off the purchase etc..

But what then? How are you going to make them come back and use their card again?

The answer is to keep them engaged and knowledgeable about your brand, the scheme and the rewards and offers they can expect to take advantage off on a regular basis. This is where you need to invest in a “cross channel experience” for all your customers, keeping them informed and engaged across all the channels at your disposal, SMS, email, Social, In App Push and On-line channels like your website or video content.

Each of your omni – channel engagement methods has to bring the consumer a relevant reward or piece of information but it’s no good using a “spray and pray” approach to your marcomms, you need to contact your audiences at the right time, offer them something that they want, when they need it i.e (half price suntan lotion in July etc..)so having a good understanding of your data is extremely important.

Ultimately a retailer needs the consumer to have their app open or their card ready from the minute they walk towards the till with their purchase and the retailer needs to make it easy for the shopper to utilise their card or app at the till point.

EPOS (Electronic point of sale) systems can utilise today’s technology to offer exciting redemption possibilities to enable companies to seamlessly redeem coupons or vouchers at the till point. Regardless of if I am standing there with a bar code on my phone and handing it to the cashier to scan using a bar code scanner, or if I am swiping my phone over an NFC enabled device or simply just repeating a code sent to my phone via SMS  to the cashier for him to type into the till.

If your ePOS system is connected to your loyalty provider either via API or straight into the cloud you can receive this customer redemption data in real time and make future marketing decisions based up on it as well as being able to monitor success or failure of the offers and rewards in your scheme and manage increased footfall and revenue expectations.

When we talk about loyalty and the retail consumer, were talking about companies understanding the behaviours of today’s consumers in an Omni-Channel world. Shoppers expect quick, seamless customer experiences that cross the divide between physical and online environments, that utilise the very same channels that we engage with every day and provide offers and rewards that are highly targeted, time specific and ultra-easy to redeem.

Mobile Marketing

68% of retailers have no specific plan on mobile, finds Barclays report

Consumer spend via mobile devices is expected to surge from the £9.7bn a year spent today to over £53bn within the next ten years, according to new research from Barclays. However, many retailers have not readied themselves for the seismic shift in consumer behaviour.

The study involved 1,500 UK consumers and 221 retailers.

Over two-thirds (68 per cent) of the retailers surveyed said they have no specific strategy of how they will invest in mobile.

With seven in ten admitting they did not currently offer a mobile website or a mobile app for consumers, it’s not surprising that less than three per cent of all retailers survey considered their business to be at the cutting-edge when it comes to being mobile ready.

For those investing in their mobile strategies, a mobile website followed by a mobile app and offering mobile payment options were priorities.

The reluctance reflects retailers’ concerns that mobile adds substantially to the cost of doing business online. However, not all retailers have been perturbed by the shift to mobile. Tesco emerged the standout retailer in the Internet Advertising Bureau’s (IAB) seventh mobile audit, scoring eight on average when it was judged against 10 mobile KPIs in February.

From the perspective of consumers, their demand from retailers when it came to mobile centred on WiFi. More than half (57 per cent) suggested that all shops offer free hotspots with a further 42 per cent saying they are always on the lookout for free Wi-Fi hotspots when out and about.

Richard Lowe, managing director and head of retail and wholesale at Barclays, said there is a lingering notion that mobile shopping is bad for store retailing and retailers are ignoring mobile at their peril.

“The physical high street store still has a fundamental role to play and the development of hybrids such as click and collect has conclusively demonstrated that stores can be supported rather than hindered by the growth of digital commerce.

“Inevitably practices such as ‘showrooming’ leads to some sales shifting online but, with almost three quarters of consumers using their mobile devices whilst out and about, ignoring this trend would be a missed opportunity. Retailers must cater for the mobile consumer in order to remain relevant,” he said.

In particular, clothing retailers must ramp up their focus on mobile given the most commonly bought items on a mobile device are clothes, with £2.3bn spent in 2014 alone. This is forecast to rise to £7.8bn in the next five years.

The grocery sector currently sees mobile users spend the most amount of money, over £2.6bn, and this is similarly forecast to rise to £8.8bn by 2019.

However, the study predicts the homewares sector could see the fastest growth in money spent by 2019, followed by health and beauty.

Lowe added that with new devices such as the Apple Watch being launched, the trend is only set to continue.

“With new gadgets and technology emerging such as Apple Watch, we are seeing a change in the way consumers want to access online on the go, in addition to a rise in mobile payment innovation, which is another area we forecast will rise,” he said.

The survey was conducted by Conlumino on behalf of Barclays.

Source: The Drum

Mobile Marketing

On-line Retailers use SMS to counter Abandoned Baskets….

An estimated £4 trillion worth of on-line shopping transactions were abandoned in 2014 by UK consumers according to Business Insider. One in four of these abandoned transactions were not taken elsewhere as individuals cancelled their shopping attempt altogether, resulting in £283m worth of net lost revenue for UK retailers.

Another study found that 68% of UK shoppers abandoned at least one on-line shopping transaction last year due to complexity or time taken at the point of sign up on a website.

Whilst Abandoned Baskets may always be a problem for any number of reasons, the trick is to engage these “nearly” customers as soon as possible after they leave you. Often people haven’t got time right there and then to finish the purchase process and save things for later, and then later never comes!

As a retailer you need to know as soon as I close my browser window and react to this by engaging with me immediately.

The problem with all this of course is that traditionally retailers have used email as their chosen method of contact, this often results in me receiving an email sent upwards of three hours after a consumer abandons a cart (so not real time) which sits in my already over crowded inbox and may not get looked at for a period of time again. This ultimately may mean that I never come back to finish that particular purchase.

To begin recapturing this revenue opportunity you should be using an SMS solution which takes simple logic to detect when a basket is abandoned and via a simple API call triggers an SMS responder message to the customers phone to ask them to complete the transaction.

To help drive your visitors to complete the checkout process you also have the option of offering purchase incentives that are easily configured to increase over time within your recovery SMS campaigns. Integrate SMS into your website and engage with both existing and new customers in real time as they visit your site.

Expand the customers shopping experience beyond the 9 – 5, beyond the confines of a PC or Laptop, to include the one thing they have with them all the time – their mobile phone.

Do You Know?

Featured image

You can use our Application Programming Interface (API) to create a call from the website back-end whenever a CTA is performed and generate an instant SMS message response for your customer.

Imagine a consumer sitting on the train and trying to buy something from your ecommerce site.

Next thing this consumer knows, it is time to get off and so the item that was about to be purchased is abandoned in the basket.

However, you have an SMS API on your website linked to Abandoned Baskets which sends a call to SMS the consumer in realtime that reminds him that this item is still in the basket. “Click on this link to complete the order” or even “come back and finish your order for £3 off p&p”

Using SMS as a real time engagement and two-way communications tool to strengthen relationships to your user base helps create better and more targeted info to a user and helps conversion.

Thanks

themobileexpert

Mobile Marketing

5 REASONS TO USE SMS THIS FESTIVE SEASON

1. Its immediate!!

97.5% of SMS messages are read within 5 seconds of being received. SMS has an open rate of 97%;compared to email at 5%.

With SMS to Email auto responders increasing EMAIL opens when an SMS reminder is sent by over 47%

2. It’s a growing channel – (people get it and they love to interact)

42% receive a positive response from a growing captive audience, as more and more people access communications via their mobile.

SMS increases purchasing in retail, that’s a fact. Of the 29% of people who respond to SMS 49% go on to make a purchase.

3. It’s great for acquiring new customers

SMS is an ideal way to improve permissions-based outbound communication with customers.

4. It’s extremely effective

SMS over performs against other channels as a standalone marketing tool, or as part of a multi-channel strategy.

5. It’s a cross channel enabler

SMS can increase the success of other channels when implemented together. Follow up SMS to email campaigns can increase call to action within an email by up to 20%.

Mobile Marketing

Do you have an Omni – Channel Strategy for your retail business?

As technology advancements in Mobile make it much easier to leverage data streams from your business, so this increased understanding of customer behaviour allows us to leverage the power of online media like Social Media, Video Content and personalised communications before, during and after the sales cycle.

From consumers pulling their phones from their pockets instore to price check what they are stood in front off with a shop miles away (or just round the corner for that matter!), to reading reviews on a product or service and trusting what their friends and peers are saying on social media / review sites, the mobile device allows two way communication whilst leaving a data footprint to be mined for future purchases.

Retailers are looking at their data streams more than ever before and investing significant amounts to capture more of it…whilst this generally allows them to understand their customers, their shopping habits and gives some personalisation to each customer journey, how do you know what data is important and what data is immediately actionable??

Online shopping continues to grow every year with consumers now much more trusting with making purchases online via a mobile device. This gives you the retail business owner the ability to interact with your customers whenever, wherever and whatever the time or place. It’s this plethora of digital resources available to each consumer in the purchase cycle that has led to businesses beginning to operate an Omni-Channel marketing strategy.

Here at So-Mo-Lo we have used cross channel marketing strategies for our clients with mobile at its heart for over 15 years. We were here at the beginning of mobile and we are now part of the cultural revolution that has come to pass over the last 3 years. In the last 3 years the amount of people accessing the internet from a mobile device has increased to the point of overtaking traditional PC internet usage. Interestingly as people access the internet on the go, attitudes to immiediacy have changed too, with 63% of mobile users expect a site to load in 3 seconds or less and 74%  willing to wait only 5 seconds for a site to load before leaving.

*In 2013, mobile phones have overtaken PCs as the most common web access devices worldwide. (Source: Gartner.com)

With this ability to access data and results on the move and quickly has come a plethora of opportunities for retailers and brands, gone are the days of a consumer looking in the newspaper for a good deal or offer, going are the days of people trawling through sites on the internet to get a bargain as more and more people use their everyday mobile device on the go for local searches, product reviews, social media interaction etc…

Imagine what you could do for your brand or business with access to your customers browsing and shopping habits in realtime!? With 5x more mobile devices than PCs in the world today its staggering to imagine what retailers did to entice people to shop with them before mobile came along! Add to this that 9 out of 10 mobile searches lead to an action and more than 55% lead to a sale you can begin to understand how powerful a channel mobile is and its ability to integrate with any and all of your other marketing channels make it the future of retail commerce.

Here at So-Mo-Lo we have statistics that show that when a brand uses SMS to reach is customers mobile outperforms online by 4x’s more on key metrics like Brand Favourability, Brand Awareness and purchase intent.

So if your not using your mobile channel effectively and inconjunction with your overall marketing strategy then what are you waiting for? Its not enough to just rely on your website, or traditional media, or even sending out occasional SMS with a call to action. Your simply just waiting by the riverbank with your rod waiting for a fish to come to you… (and we have already said that we as a culture dont like waiting!!)

No.. its clear that the old adage that DATA IS KING still applies today more than ever before and the simple reason is that technological advances in the way we engage with each other are giving us access to more and more data on each other. Social Media allows us to fill servers full of data on what we like, what we dont like, (who we dont like), our favourite pizzas etc… and no one is asking us to do it, we are just putting it out their for the world to see as an affect of our interaction with our peers.

But… if we can leverage that data and use it to target our consumers with relevant offers, which can go as deep as sending the offers on a given time and day, a date each month or a deal a day which we know that consumer will like because they told us so the last time they went online, or went shopping or used a voucher instore, used their loyalty card etc… then would this help us to increase footfall and revenue??

If they recieved this information straight to their mobile device would this increase footfall and revenue either to a bricks and mortar store or our online presence? The answer to both is YES of course it would…

15 % of people use their mobile phone to help them while shopping, with 79% of these making a purchase as a result and mobile coupons receive 10x higher redemption rates than print coupons. 95% of smartphone users have used their phone to look up local information. After doing so, 61 % called and 59 % visited. Imagine if that 59% had recieved a mobile coupon or voucher as a freebie to use when they visited the store? Wow powerful eh?

Guinness

In recent mobile led campaigns So-Mo-Lo performed for Guinness in the Rep of Ireland 16% of mobile phone users made a purchase because of a marketing message / coupon they received to their phone during the Six Nations Rugby Tournament.

More recently we have increased footfall for the brand at the recent Masters Tournament as part of their brand engagement around the sport of Golf.

If your not making the most of your consumer data and you think mobile consists of text messaging and an app of some description, then you need to give us a call today then we can get down to business and increase your footfall and revenue.

Check out some of our products and services by following the links below;

Campaign Manager              Mobile Site Builder              So-Mo-Lo Voice          Multiserve

See something you like? Need more info? Give us a call today…. 0161 874 4222

Thanks

themobileexpert

Mobile Marketing

Why you should add In app advertising to your marketing strategy this year…

A recent stat by Juniper research estimated that over 2,4 billion dollars was spent on in app advertising in 2013 and will rise to over 10 billion dollars by 2017.

Consumers want advancements in technology to improve their leisure experience. They want to be able to do more with less.. and take more from the experience too.

With so many mobile apps available only those with an engaging user experience will stand the user acid test and gain some sort of following.

Once you have a user base and a rewarding experience for them, then you can begin to monetize your app. One of the best ways of doing this is to focus on in app advertising. However dont make the mistake of throwing some banner ads up on your app and expecting them to generate revenue because mobile advertising is about recognising that there is a consumer journey when interacting with an app and depending on the app this will differ from one to another.

Many marketers struggle to understand in app advertising or more importantly struggle to understand the types of creative you can use and how the ad units available have evolved over the last few years.

Think about the last app you used? How did you engage with the content? What was your entry point and how did that lead you to your engagement phase? Finally what was your exit point? Why did you exit?

Obviously its in the engagement phase that mobile advertising will be at its most prolific. Getting advertising right during the engagement phase is crucial. Statistics show that consumers are put off by ads that greatly affect their user experience.

Thats why its so important to choose your ad types correctly for your type of audience and level of engagement. Try targeting users with Video Ads, Interstitials or In App alerts as well as traditional banners and see what works for you and your customers.

Whilst some people would argue that mobile apps have peaked and some businesses are putting their eggs in mobile site development using HTML 5 etc.. its fair to say that ther level of functionality and technology available in apps is still quite far advanced compared to mobile web development.

And with over 90% of all downloaded apps “FREE” then you can see that in order to monetize your app you need to consider the benefits of in app advertising.

Here at So-Mo-Lo we have our white label Mobile Loyalty and Rewards app that works with our unique contactless technology Podifi which allows you to reward your customers and more importantly keep them engaged.

With several ad unit options within the app to help you generate ongoing revenue as well… can you afford not to speak with us today??

For more info on Mobile Apps contact So-Mo-Lo today…

Thanks
themobileexpert..

Mobile Marketing

Domino’s head of digital reveals secrets to its social success as company sees online orders soar

Having trended naturally on Twitter following its Meltdown campaign, and being debated on social for engaging with a troll, Domino’s Pizza is big business on social media: and this has translated into digital sales, as the brand revealed that 30.9 per cent of online orders were taken through a mobile device.

But how does the pizza delivery company handle its social? The Drum caught up with Nick Dutch, head of digital marketing at Domino’s Pizza to discuss strategy, melting delivery men, and what to do if someone claims they burnt their bits on a pizza.

“Generally, our principle would be don’t engage with a troll, especially if you look at some of the other stuff he was doing. At first we gave a straight answer back, but when he didn’t go away we thought we’d have a bit of fun with it,” Dutch admitted.

People see Domino’s as being strong on social media, Dutch added, referring to campaign such as Domino’s Meltdown, which saw fans offered a year’s supply for free pizza if their tweet turned up the heat on a sunlamp enough to ‘melt’ the arms of an ice delivery man.

Creative Review:

The competition led to the #DominosMeltdown hashtag trending “pretty much all day in the UK”, Dutch said, with a hint of pride.

Interaction with fans is designed to play a key part in campaigns, he added. “We try to, generally speaking, make sure we have a focal activation, which will provide participation and interaction of some sort. A lot of our strategy at the moment is about our delivery guys being heroes, so this was an extension to our TV campaign.”

However, it’s not good enough to come up with a campaign and then just try to come up with a social aspect to try and increase mentions. “It’s important to make social a focus, rather than just an add-on at the end,” he added.

Another recent campaign by Domino’s Pizza, created by Dutch alongside Iris worldwide, saw Domino’s Pizza take to mobile dating service Tinder, promoting ‘cheesy’ one-liners and ‘saucy’ chats.

“We wanted to grab a slice of the Tinder action as finding new and fun ways of engaging with our audience is a big part of what we do. We’ve already had hundreds of matches!” he added.

Dutch revealed that about 90 per cent of content for Domino’s social feed is planned in advance, with an annual calendar, as well as a social media monthly content calendar for upcoming events. There are weekly executions, Dutch explained, which are planned at least a week in advance.

Most recently, this saw Domino’s celebrate the NME Awards, as the pizza brand was the official food provider for the music event.

As a sponsor, the company decided that it was “appropriate for us to play socially”.

“We try to be fairly quick in the game, and we continue to have that mentality and try to be better. We have a sort of duel mentality: to be creative and build ongoing relationships…we’re complementary to people’s passions, such as gaming and film.

“People are most interested in gaming or football or the X Factor than in the pizza they’re going to eat,” he admitted. “If we put these relationships together then it’s a bit more interesting.”

Overall, with Domino’s releasing its figures, it is a time when the company is looking to the future.

Profit before tax, excluding Germany and Switzerland, increased 11.6 per cent to £55.2m, with online system sales increasing 28.2 per cent to £338m.

“Back in the last year and this year, it’s about tying things together a bit better. It’s about deciding which channels are working and which ones we can improve, and about content. For example, if you have a blog, that content will create a bond that you can use on social: the channels are in the same universe.”

And what does Domino’s Pizza have planned for the months ahead? Dutch was very cryptic on this front, only hinting that there was “cool stuff planned”!

Source:The Drum