John Eklund, Pro Mach

How Confident Are You in Your Product?

By John Eklund, Pro Mach | Permanent Link

We all probably (hopefully) feel pretty confident in our products, but how many companies are so confident they’re willing to put their money where their mouth is?

Domino’s Pizza, in the midst of revitalizing their image, has taken an unprecedented step: posting real-time, uncensored user reviews on an electronic billboard in Time Square.

Think about that for a second – real, uncensored user reviews, good or bad, instantly in the middle of Time Square for all of New York to see. How many of you would be so confident in your product?

The idea and campaign for Domino’s is said to draw its inspiration from the famous book The Art of War where the author writes that the best way to win a war on an island is to blow up the bridge. In doing so death or victory are the only two options. It’s an extreme reference for pizza, but you get the idea – by making yourself so transparent you show that you’re standing behind your product. You’ve got nothing to hide. You’ll show the world that people either love it or hate it.

The Times Square billboard strategy (which runs for about 3 hours a day and will show about 700 reviews on any given day) hits the mark for both transparency and social media. It also really goes above and beyond in the step of measuring customer satisfaction. Hats off to Domino’s for putting themselves out there on an island, so to speak.

Read the full article at Fast Company.

You can actually get The Art of War for free on your Amazon Kindle or Kindle App for your other smart phones.



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  1. Joe Montgomery March 23, 2012 at 2:09 pm #

    Wow, that is a very bold move. I mean it definitely meets the qualifications of a great social media campaign, but the lack of censoring would scare me… As soon as people realize this, there will be hordes of bad-apples posting messages consisting of nothing but profanities. Maybe they filter those ones out, but then again it’s not really uncensored then!

  2. Kris C. June 17, 2014 at 3:22 am #

    I agree that was a very bold move, but it does show how much confidence they had in all aspects of their product!

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