Dominos Case: Objectives and Audience Insights

Introduction

Today we are going to address some of the biggest factors that we consider while creating a media plan. We have gone more in depth about our target audience and ideal audience persona for both a man and a woman to get the most ideal plan going forward. By targeting these specific personas we can tailor our upcoming advertisements to be appealing to these audiences where we already have a good chance of receiving engagement. As we dive deeper into our target audience demographics and psychographics we can create a plan to increase the impressions we receive by consumers who are more willing to engage with the message and do so in a way that encourages the use of mobile ordering. We know that our target audience is made up of primarily people who are comfortable with technology and mobile devices which makes them a good group to push mobile ordering towards because they already know how to use these types of technology and aren't forced to learn a bunch of new information. Mobile ordering can be seen as an easier way to order for them, whereas older individuals may be hesitant to do so due to lack of experience.

Marketing Objectives

The marketing objectives for Domino’s pertain to increasing the share of online pizza orders by 32% by 31 June 2025, and positioning itself as the best choice for people who order pizzas online. Since online orders are typically expected to be more frequent and in higher quantities, Domino’s would gain a competitive edge in the digital marketspace.

Advertising Objectives:

The advertising objectives of Dominos entail offering an incredible experience to customers making orders online, and having a target for digital orders. Providing a superior digital ordering experience to customers makes it possible for Domino’s to establish itself successfully in online ordering category for pizzas.

Media Objectives

Another important aspect in growing a brand’s reach is its media presence. Domino’s does well with online ordering and catering to the audience that prefers that style, but there is always room for growth. An objective for Domino’s in the scope of media is to make it more interactive. I see Domino’s having a points system and various rewards and coupons to its loyal customers, but only through their online system. This will encourage people to utilize their app and will make it fun and interactive.

Demographic:

As a whole, the demographic Domino’s aims to cater to are individuals aged 18-64. In the digital space, it is specifically 18-34 year olds (the millennial generation).

Geographic:

In suburban vs. rural areas, there is a stark difference in conversion rates for digital ordering, with suburban (developed) areas taking the lead while rural areas are on the lower end and at a slower pace.

Timing:

The seasoning of the campaign is projected for Jan 1, 2025 - June 31, 2025.

Reach/ Frequency:

This suggests meeting the campaign goal of 32% digital orders for Dominos.

The marketing objectives are: to focus on increasing sales in the time frame of a year, working towards a rise in sales on weekdays to 15% through a promotional offer, enhancing customer loyalty over the span of through a loyalty program by 25% in a time bound manner limiting the period to 1 year. As for the advertising objectives, the aim is to work towards brand awareness in the target demographic of dominos which is people aged 18-34 by 15% in 6 months, then launching a digital marketing campaign veered towards college students in 3 months through increased social media engagement. The media objectives are to increase social media reach in the upcoming 6 months by 15%, and also to get to 1 million impressions via digital ads by targeting customers.

Target Audience Analysis

It is important to notice the target audience of a brand because it helps understand who the company is trying to reach. When you know your audience, it will be easier to create messages and market to appeal specifically to them. This leads to more engagement and overall better sales. That being said, we will now take a look at Domino’s target audience. Starting with the demographics, the basic description of these people, Dominion’s main buyers are aged 18-34, primarily college students and young professionals, with a median income of $40,000. The next step in analyzing a target market is to determine where exactly these people are located who are engaging with your brand. For Domino's, their target audience’s demographic is Urban areas with a high concentration of college campuses and young professionals. This makes sense because the demographic is also college students. These people also are frequent users of food delivery apps and online ordering services. This is important for Domino’s to know so they can cater to online ordering and continue to improve that aspect of their company.

Psychographic:

The last part to analyze in a target market is their psychographic. For this group, they are health-conscious, value convenience, and are influenced by social media trends. This is arguably the most important factor to know when growing your brand. (MRI Simmons Catalyst)

Geographic & Demographic:

After discussing our target audience, it is valuable to create specific objectives to better reach and cater to them. I will be discussing geographical (referring to the physical features and location) and demographic (referring to data that describes the characteristics of a group) objectives for Domino’s pizza. Starting with geographic, we would like to see Domino’s expand their delivery area. Domino’s is currently taking deliveries within a mile radius of their store. An objective for this aspect is to expand to 10 miles to reach more people. (M, M. Quora.) Taking what we know about our target audience, we can use this data to create a demographic objective. It is safe to say that a lot of college students and young professionals are active and up later in the night than some other age groups. To specifically target our target audience we can create a deal for them during weekend nights (example: 40% off from 11:00 pm-close). Having this as

our demographic objectives will make our target audience feel recognized and excited about participating in a good deal.