{"id":19682,"date":"2021-03-01T09:00:47","date_gmt":"2021-03-01T09:00:47","guid":{"rendered":"https:\/\/jdthomson.com\/?p=19682"},"modified":"2023-03-05T16:40:00","modified_gmt":"2023-03-05T16:40:00","slug":"journal-21-dominos-the-irresponsible-offer","status":"publish","type":"post","link":"https:\/\/growthsciencejournal.com\/2021\/03\/01\/journal-21-dominos-the-irresponsible-offer\/","title":{"rendered":"Domino’s and the Irresistible offer:"},"content":{"rendered":"\t
\n\t\t
\n\t\t<\/div>\n\t<\/div>\n\t\r\n

\u00a0<\/h2>\r\n

Here’s a story about Dominos pizza and a framework to make an Irresistible Offer.<\/h2>\r\n

 <\/p>\r\n\r\n\r\n\r\n

Today I wanted to talk to you today about Irresistible Offers and how to create them fairly easily.<\/p>\r\n\r\n\r\n\r\n

We going to be touching on the framework here and may go in more depth in another blog post.<\/p>\r\n\r\n\r\n\r\n

An Irresistible Offer is like the name suggests an offer that is a no brainier and why not try it.<\/p>\r\n\r\n\r\n\r\n

Easily the most famous is the dominos pizza offer.<\/p>\r\n

 <\/p>\r\n\r\n\r\n\r\n

So let’s start there<\/p>\r\n

 <\/p>\r\n\r\n\r\n\r\n

\r\n
\"\"<\/figure>\r\n

 <\/p>\r\n<\/div>\r\n\r\n\r\n\r\n

Here\u2019s the story of a pizza chain that was relatively unknown for years until it launched a now legendary marketing campaign.<\/p>\r\n\r\n\r\n\r\n

Tom Monaghan started this business in Michigan, in 1960 with the purchase of a single store called \u201cDominick\u2019s.\u201d When Tom chose to expand, the former owner of Dominick\u2019s wouldn\u2019t let him keep the name, so he had to come up with a new one.<\/p>\r\n\r\n\r\n\r\n

One of his employees suggested \u201cDomino\u2019s\u201d one night, and it stuck. When Monaghan purchased the first store, he began with a 15-minute lesson in marketing from Dominick himself, and he was off and running.<\/p>\r\n\r\n\r\n\r\n

What allowed him to build a $4 billion business from a single store?<\/p>\r\n

 <\/p>\r\n\r\n\r\n\r\n

\r\n
\"\"<\/figure>\r\n

 <\/p>\r\n<\/div>\r\n\r\n\r\n\r\n

\r\n

The 30-minutes-or-free guarantee was as responsible for our growth as anything.<\/p>\r\n

\u2014Tom Monaghan<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

 <\/p>\r\n

The success wasn\u2019t overnight. Monaghan experienced some extreme ups and downs like most do along the way but it wasn\u2019t until he developed the classic offer that Domino\u2019s began to explode.<\/p>\r\n\r\n\r\n\r\n

Tom Monaghan knew what people wanted<\/p>\r\n

 <\/p>\r\n\r\n\r\n\r\n

    \r\n
  • They wanted the convenience of delivery pizza.<\/li>\r\n
  • They also liked their pizza piping hot.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n

     <\/p>\r\n

    So he created the guarantee: \u201c30 minutes or less… or it\u2019s free.\u201d<\/p>\r\n\r\n\r\n\r\n

    It\u2019s not an exaggeration to say that this took the pizza world by storm.<\/p>\r\n\r\n\r\n\r\n

    By the time Domino\u2019s was forced to stop using the \u201c30 minutes or it\u2019s free\u201d campaign as the result of a lawsuit in 1993, they were the number-one pizza delivery company in the entire United States. And the \u201c30 minutes or it\u2019s free\u201d guarantee became part of our lexicon.<\/p>\r\n

     <\/p>\r\n\r\n\r\n\r\n

    The Framework<\/h2>\r\n\r\n\r\n\r\n

    An Irresistible Offer is composed of three main elements:<\/p>\r\n

     <\/p>\r\n\r\n\r\n\r\n

      \r\n
    1. A Touchstone<\/li>\r\n
    2. Believability<\/li>\r\n
    3. A High ROI Offer<\/li>\r\n<\/ol>\r\n

       <\/p>\r\n\r\n\r\n\r\n

      High ROI Offer:<\/h2>\r\n\r\n\r\n\r\n

      What do you offer that makes it worth it for your consumers investment.<\/p>\r\n

       <\/p>\r\n\r\n\r\n\r\n

      Touchstone:<\/h2>\r\n\r\n\r\n\r\n

      A touchstone is the the main offer that answers these 4 questions.<\/p>\r\n

       <\/p>\r\n\r\n\r\n\r\n

        \r\n
      • Here\u2019s what we are selling.<\/strong>\r\n\r\n<\/li>\r\n
      • Here\u2019s how much it will cost<\/strong>.\r\n\r\n<\/li>\r\n
      • Here\u2019s what\u2019s in for you. <\/strong>\r\n\r\n<\/li>\r\n
      • Here\u2019s why you should trust<\/strong><\/li>\r\n<\/ul>\r\n

         <\/p>\r\n\r\n\r\n\r\n

        Believability:<\/h2>\r\n\r\n\r\n\r\n

        This is we’re you show that you can be trusted with stuff like social proof, scientific proof, technical proof or just plan logic.<\/p>\r\n\r\n\r\n\r\n

        \u00a0<\/h1>\r\n

        Examples:<\/h1>\r\n\r\n\r\n\r\n

        Let’s look at some examples of what the framework looks like when used.<\/p>\r\n\r\n\r\n\r\n

        \u00a0<\/h2>\r\n

        The Dominos Example:<\/h2>\r\n\r\n\r\n\r\n
        \r\n
        <\/figure>\r\n
        \"\"<\/figure>\r\n

         <\/p>\r\n<\/div>\r\n\r\n\r\n\r\n

        Here’s how domino’s used it. Notice how they used the high ROI offer to back up one of its unanswered touchstone questions.<\/p>\r\n\r\n\r\n\r\n

        Touchstone<\/h3>\r\n\r\n\r\n\r\n

         <\/p>\r\n

        Here\u2019s what we are selling.<\/strong><\/p>\r\n\r\n\r\n\r\n

        Fast pizza<\/p>\r\n

         <\/p>\r\n\r\n\r\n\r\n

        Here\u2019s how much it will cost.<\/strong><\/p>\r\n

         <\/p>\r\n\r\n\r\n\r\n

        Here\u2019s what\u2019s in for you. <\/strong><\/p>\r\n\r\n\r\n\r\n

        pizza immediately when you\u2019re hungry, or a free pizza.<\/p>\r\n

         <\/p>\r\n\r\n\r\n\r\n

        Here\u2019s why you should trust<\/strong><\/p>\r\n\r\n\r\n\r\n

        if we don\u2019t keep our promise, you\u2019ve got a free dinner.<\/p>\r\n

         <\/p>\r\n\r\n\r\n\r\n

        High ROI Offer<\/h3>\r\n\r\n\r\n\r\n

        a better pizza for a good price<\/p>\r\n

         <\/p>\r\n\r\n\r\n\r\n

        Columbia House Records example:<\/h2>\r\n

         <\/p>\r\n\r\n

         <\/p>\r\n

         <\/p>\r\n\r\n

        The Touchstone\u2014\u201c10 CDs for 1 Cent\u201d\u2014is a good one. So good, in fact, that a variation of it has been used by numerous CD and book clubs for many years\u2014and is still used today.<\/p>\r\n\r\n\r\n\r\n

        For anyone interested in the science of marketing, this approach is really interesting. On the surface, it communicates three of the Big Four points beautifully. Then, it gets you halfway there toward the final hurdle… and stops. That\u2019s because there\u2019s a catch to this Touchstone.<\/p>\r\n\r\n\r\n\r\n

        Touchstone<\/h3>\r\n\r\n\r\n\r\n

        Here\u2019s what we\u2019re selling: <\/strong><\/p>\r\n\r\n\r\n\r\n

        cheap compact discs.<\/p>\r\n\r\n\r\n\r\n

        Here\u2019s how much it will cost you<\/strong><\/p>\r\n\r\n\r\n\r\n

        one penny.<\/p>\r\n\r\n\r\n\r\n

        Here\u2019s what\u2019s in it for you<\/strong><\/p>\r\n\r\n\r\n\r\n

        cheap music.<\/p>\r\n\r\n\r\n\r\n

        Here\u2019s why you should trust us<\/strong><\/p>\r\n\r\n\r\n\r\n

        hey, what do you have to lose? (It\u2019s a low risk, but it still leaves the consumer skeptical\u2014and justifiably so.)<\/p>\r\n\r\n\r\n\r\n

        High ROI Offer<\/h3>\r\n\r\n\r\n\r\n

        So, what\u2019s the high ROI offer? <\/strong><\/p>\r\n\r\n\r\n\r\n

        As you might imagine, it\u2019s not really 10 CDs for a single penny. You must agree to purchase a subsequent number of CDs at a higher price.<\/p>\r\n\r\n\r\n\r\n

        As I said at the beginning of this journal entry this is not a full tutorial but a look at the framework to introduce it to you and show how others have used it. We will be doing a more in depth post on this in the feature.<\/p>\r\n\r\n\r\n\r\n

        That’s all for today until next time this has been Jack Thomson’s<\/p>\r\n","protected":false},"excerpt":{"rendered":"

        Today I wanted to talk to you today about Irresistible Offers, how to create them fairly easily and easily the most famous is the dominos pizza offer.<\/p>\n","protected":false},"author":1,"featured_media":19681,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_wpscppro_custom_social_share_image":0},"categories":[37,46,7,178,9,174,71],"tags":[125,14,149,163,152,67],"_links":{"self":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/posts\/19682"}],"collection":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/comments?post=19682"}],"version-history":[{"count":0,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/posts\/19682\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/media?parent=19682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/categories?post=19682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/tags?post=19682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}