Word: dominoes
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...what is Domino's to do? Here are five ways to attack a corporate crisis in the digital...
...Blog. Blackshaw advises Domino's to create a blog on its website, where the company can highlight great deals, new marketing campaigns, and, yes, the fact that 99.9% of its employees do not spit on the food. "I don't want to overhype blogs, but they can serve as very powerful rapid response vehicles," says Blackshaw...
...Domino's spokesman Tim McIntyre says the company had been discussing starting such a blog, even before this crisis hit, and is still debating how to approach it. "Who blogs?" asks McIntyre. "Is it our CEO, or our chief marketing officer? Do we take a team approach, or do we have one person who is the voice of Domino's?" However the company decides to proceed, now is the time...
...Back to Its Base. Whether they're pepperoni junkies or hungry college kids, Domino's customers are extremely loyal. And now more than ever, the company needs to tap into this crust-chomping base. Domino's can gather the names of all customers who have offered positive feedback over the last couple of years, and send those people a quick letter or e-mail saying: This incident is isolated, we appreciate your business and, please, encourage your friends to stick with us too. "Managing brand influencers is so critically important," says Blackshaw. "Domino's doesn't have the same evangelist...
...Update Wikipedia. Blackshaw calls Wikipedia a "reputational broker," a gateway through which financial analysts, the media and even current and future customers come in contact with the brand. By late afternoon April 17, the Wikipedia entry for Domino's noted the following about the controversy: "In April 2009, videos depicting two Domino's employees, Kristy Hammonds and Michael Setzer, in Conover, North Carolina, tampering with customer food were uploaded to the YouTube video hosting service. Later, the duo was arrested and charged...