Little Caesars wants to expand its digital marketing to complement its quirky TV ads. The $12 million, one-year strategy targets students, young adults and families across 35 cities. It emphasizes convenience and $5 pizza, with ads on Facebook, Google and Foursquare promoting mobile ordering. Success will be measured by engagement and store visits to determine if the strategy should be expanded nationwide.
Powerful Start- the Key to Project Success, Barbara Laskowska
Little Caesars NMDL Presentation_Final
1. READY WHEN YOU
ARE
LITTLE CAESARS
DIGITAL MARKETING
STRATEGY
Presented by Kelli Ford
NMDL Spring 2012
2. BEHIND THE BUSINESS: LITTLE
CAESARS
Background: Challenges:
Started in Warren, Known for quirky TV
Mich. in 1959 by Ilitchs and radio ads
Grown into a $2 billion How will this translate
pizza chain, found in all to internet, mobile?
50 states and 4 Want to focus on
continents worldwide making mealtime
3rd largest pizza chain easy for busy people
in the U.S. Quality, affordable
$5 Hot-N-Ready Pizza, pizza – not just fast
Crazy Bread Tech-advanced society
3. PREPARING A DIGITAL MARKETING
STRATEGY
Target markets: Over-arching themes:
Students (high school Mealtime made easy
through college); Quick, fast, affordable
Young adults (done with restaurant experience
school, entry level job, Convenient, nearby
still single); Hot-N-Ready when you
Young families (newly
are!
weds, or new parents); Messages are similar to
Working families (with TV and radio commercials
children and one or more With this client, it is
full-time employed important to stay
adults); consistent
Empty nesters (children All these messages can
work for internet, mobile
are grown up); and approach
Retired adults
4. LITTLE CAESARS SOCIAL MEDIA
Little Caesars is already in Offer social media-
the process of developing exclusive discounts
its national social media
presence... Codes redeemable in
Facebook has 783,000+ certain DMAs for
fans,Twitter has more than certain months
4,000 followers Interactive posts
Local chains have followers
in the hundreds to
Ask what customers
thousands! want more of
Respond to customer
People find the brand
relevant to their lives questions, comments
Integrate Foursquare
with local chains
Train managers on how
the site works
5. LITTLE CAESARS INTERNET
MARKETING
Ads on Facebook
Make them DMA/store-
specific
Ads on local Patch
news sites
Make them emphasize
convenience, “ready
when you are”
Ads on Yahoo, AOL,
common email sites
6. LITTLE CAESARS INTERNET
MARKETING
Google Adwords:
Hot and ready pizza, $5 pizza,
Little Caesars, Little Ceasars,
Little Cesars, Little Cezars
Helps people find Little
Caesars pizza directly
Copy: “Little Caesars Pizza.
Delicious $5 Hot-N-Ready
Pizza – ready when you are!”
Good pizza, cheap pizza,
nearby pizza
Helps people find the right
pizza place near them
Copy: “Little Caesar’s Pizza.
$5 Hot-N-Ready when you
are!”
7. LITTLE CAESARS MOBILE
MARKETING
Foursquare check-ins at
all local stores
Can add up for discounts
Emphasis on Google
Click to Call mobile ads
Find phone number and
addresses to all the
nearest stores, gets them
directly connected
Shown to improve click
through rates by 5-30%
ALL ABOUT GETTING
TO THE FAMILY DINNER
TABLE FASTER!
Already have a smart
phone app
8. MEASURING DIGITAL SUCCESS
Google Adwords automatically has pages within
accounts that track impressions, click-through rates,
cost-per-click, cost per conversion (page views), etc.
Google Analytics will also be used to track page visits,
how many people from certain areas visit local store
sites, what days are most popular, etc.
This will help in determining days that other ad mediums will
be used since those are the days Little Caesars services are
in highest demand
App usage measured by number of downloads
Facebook, Patch, email site ads: click through rates
Social media: discounts downloaded, interaction with
posts, Foursquare check ins
9. BUDGET FOR DIGITAL STRATEGY
$12 million
To cover 35 DMAs
(1,600 stores) in the
U.S.
Good number to test the
strategy for one year,
determine if it’s effective
Budget aided by
estimates by
Gray Cat Enterprises
and Little Caesars'
2009 entire advertising
budget.
Was $35 million for all
advertising mediums, all
DMAs that year
10. THE BIG PICTURE
The goal of Little Caesars’ Timeline
digital marketing The campaign spread
campaign is to aid its across 35 DMAs will take
quirky TV and radio ads about one year and is not
by integrating the seasonal
company presence in Pizza is eaten all year
round!
internet, social media and
mobile outlets. Assessment will take
place after 1 year to
It’s all about convenience analyze whether or not all
By using the same fun DMAs will be targeted
messages in digital
marketing, Little Caesars
is sure to reinforce its
relevance in consumers
lives – in a newer, more
innovative way.
In today’s age, it’s all
about how well you align
with consumers’ fast
paced lives