As marketing continues to evolve, the prevailing wisdom is that brands must do whatever they can to add value. It means less interfering, and better, longer-term mutual relationships. Consumers are coming to expect it, and the marketing which best fulfills a role in consumers’ lives, will be duly rewarded.
We enjoyed learning of a new campaign launched this week in America, by Domino’s Pizza. Observing that Pizza is frequently the engine room of late night work and overtime, and therefore is at the heart of startups working around the clock to realise their dreams, the fast food chain has moved to fulfill its role: Pizzavestments. The company has delivered thirty vouchers, hand-signed by the CEO and worth $500 each, to budding startups. And broadening the campaign’s entrepreneurial association and reach, Domino’s has also announced a partnership with crowdfunding site Indiegogo which they’re calling ‘Powered by Pizza’. It means that investors will receive a $5 gift card for $10 they invest in entrepreneurs:
We think it’s a great effort at understanding their consumer, and taking on a valuable role at the point of need – and as they’re well aware, it’s those moments when we need support the most, that we remember who helped us…
