Posts Tagged ‘campaign’


Fixing Your Image Problem

Sometimes your best PR and marketing campaign is not telling everyone of about your “new and improved” product, which, by the way, are the two most over used and no longer effective words in marketing. People don’t really believe that the new and improved is necessarily better than the old. Think about it. What’s your reaction when you see a label that touts that? Late in  2009 Domino’s pizza had a massive PR nightmare in its hands. Thirty-second spots on national television featured Domino’s own employees saying things like “the sauce tastes like ketchup,” and “the pizza crust tastes like cardboard to me.” The spots were excerpts from “Pizza Turn Around,” a four-minute documentary about the company’s two-year battle to re-invent a better pie…commissioned by Domino’s itself. The “our pizza sucks” campaign worked. After the episodes aired, Domino’s posted a 14.3 percentage increase in sales per store–a record for the…

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