Pandemic Marketing

This week on the website AdWeek.com, an article was published detailing many different things that this pandemic has brought to the market, specifically using one of the countries leading pizza delivery chains, Domino's.

The first and main thing that the article details is that this pandemic has made advertising and marketing as a whole increasingly daunting as companies are finding difficulties in shooting commercials without access to a production set and team. The article goes on to praise Domino's for no only their flexibility, speed, and creativity in these unique times, but being able to create and produce this ad entirely through Zoom within just over a weeks time.

The second thing that this article highlights is that this ad is entirely a edit of a zoom chat between multiple Domino's Franchisee's and one of the directors, Ari Levi. This shows that dynamics are having to change as a typical ad would be directed by an "outside director" on a production set and that companies are having to approach it more personally as well as film digitally. I believe that this also increases the effectiveness of the ad as many businesses and schools are using Zoom to conduct their classes and work, making the ad more relatable and recognizable.

Finally, this article highlights the fact that Domino's is currently hiring. This is a bright light in a time that sees many people being fired or laid off with the result of unemployment claims at record highs. With restaurants having to exclusively do delivery or in-store pickup, Domino's was already poised to profit greatly as over half of their sales are already delivery and 65% of them are made digitally. This along with huge recent marketing campaign successes such as the invention of the Domino's delivery car and the popularity of Risky Business parody "Delivery Business" starring Jordan Fisher.

The way Domino's runs their business has proved to be a recipe for success as it seems to be that their value proposition is "Hot, fresh pizza delivered to your door in 30 minutes or less… guaranteed". Both ad's mentioned in the article talk about being able to provide pizza's while still in quarantine, especially the "Peace of Mind" ad that guarantees contact-less delivery from oven to customer to put at ease the concerns of viral transmission in the delivery process. Overcoming this challenge, on top of the previous challenges talked about earlier in this article shows how this brand is taking this dire situation in stride

What makes these advertisements so unique and special is that it targets multiple audiences and relates to people no other businesses can. Especially in the other ad mentioned in this article, "We're Hiring", this ad not only promotes domino's but it offers jobs in a time of economic turmoil for many as well as relating to the audience by having the ad entirely executed on Zoom.

I think that their is alot to learn from this article and these ad's. Namely to not allow external situations to limit you abilities as a  company but to see them as opportunities to show off the company in a new way. One major critique I want to mention however is the poor use of the opportunity to make an ad solely using zoom to primarily to an audience that doesn't need to be advertised. Not only are those looking for jobs likely to come across on job sites and likely to be seeking out companies and therefore not be advertised to, but Domino's used the unique idea of a zoom call for the lackluster advertisement, being the first major company to do so.