LITTLE CAESARS DIGITAL MARKETING

STRATEGYPresented by Kelli Ford

NMDL Spring 2012

READY WHEN YOU ARE

BEHIND THE BUSINESS: LITTLE CAESARS

Background: Started in Warren,

Mich. in 1959 by Ilitchs Grown into a $2 billion

pizza chain, found in all 50 states and 4 continents worldwide

3rd largest pizza chain in the U.S.

$5 Hot-N-Ready Pizza, Crazy Bread

Challenges: Known for quirky TV

and radio ads How will this translate

to internet, mobile? Want to focus on

making mealtime easy for busy people

Quality, affordable pizza – not just fast

Tech-advanced society

PREPARING A DIGITAL MARKETING STRATEGY

Target markets: Students (high school

through college); Young adults (done with

school, entry level job, still single);

Young families (newly weds, or new parents);

Working families (with children and one or more full-time employed adults);

Empty nesters (children are grown up); and

Retired adults

Over-arching themes: Mealtime made easy Quick, fast, affordable

restaurant experience Convenient, nearby Hot-N-Ready when you

are! Messages are similar to

TV and radio commercials With this client, it is

important to stay consistent

All these messages can work for internet, mobile approach

LITTLE CAESARS SOCIAL MEDIA Little Caesars is already in

the process of developing its national social media presence... Facebook has 783,000+

fans,Twitter has more than 4,000 followers

Local chains have followers in the hundreds to thousands! People find the brand

relevant to their lives

Offer social media-exclusive discounts Codes redeemable in

certain DMAs for certain months

Interactive posts Ask what customers

want more of Respond to customer

questions, comments Integrate Foursquare

with local chains Train managers on how

the site works

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

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!”

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

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

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

THE BIG PICTURE

The goal of Little Caesars’ digital marketing campaign is to aid its quirky TV and radio ads by integrating the company presence in internet, social media and mobile outlets. It’s all about convenience

By using the same fun 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

Timeline The campaign spread

across 35 DMAs will take about one year and is not seasonal

Pizza is eaten all year round!

Assessment will take place after 1 year to analyze whether or not all DMAs will be targeted