The view from The Festival of Marketing 2018 – Part 1

Fuse brings you the biggest talking points from the festival

It was apt that the first question posed at the 2018 Festival of Marketing should be about change. It would be a theme that remained throughout the two-day event, covering every aspect of marketing; from data to tech, brand building to purpose, engulfing every part of a marketer’s armoury.

But it is the pace at which the marketing landscape is changing that is causing excitement and confusion in equal measure, coupled with an increasingly demanding consumer mindset that is forcing brands to quickly re-think the way they communicate with existing and potential audiences.

Thankfully, this demand to communicate faster, more efficiently and more effectively is inspiring fresh thinking and new approaches to marketing.

Here, in the first of a three-part series, we bring you the biggest talking points from the festival that have inspired Fuse to think differently, informed by several conflicting philosophies on the application of tech, data, and insight, delivered by some of the industry’s biggest hitters.

Globalisation in marketing: the Achilles heel of audience engagement

Globalisation is one of the biggest changes in marketing over the past 40 years. More brands than ever before are operating in multiple markets and are faced with the challenge of communicating to a vastly diverse portfolio of consumers. How do brands build one consistent, instantly recognisable personality without diluting their message to the point of meaninglessness? Do ‘Global Campaigns’ work at all and if not, why do they exist? We heard from Karl Boyce, Head of Digital and CRM at Domino’s Pizza, to find out how they’ve approached the challenge.

Domino’s Pizza: be the number one pizza company in the world and in every neighbourhood

The mission statement for Domino’s Pizza is clear. They want to be the number one pizza brand in the world and in every neighbourhood. It is the second part of this mission statement that tells Domino’s apart. They tackle globalisation, locally. To the disbelief of most people in the room, Boyce announced that the only thing about the Domino’s brand that is consistent worldwide is the logo. Everything else is localised, from the product you eat (the pizzas you see on the menu), to the slogans you read and the platforms you order on. There is no global campaign which informs local market activation. Campaigns are created locally so that they can truly engage the people they reach. It is that simple.

It seems like an obvious approach; find out what makes people tick, then create a campaign they will love. But entirely localised marketing is not a strategy that is adopted by every brand across the world of marketing.

Global marketing campaigns can be a cost-saving exercise

Domino’s Boyce believes that localised marketing can be expensive. “We invest a lot of time and money into local marketing with relevant messages”. But for Domino’s, this return is worth the investment. In the UK, this inspired the hugely successful “Official Food of Everything” campaign, driven entirely by local insights (you won’t easily find this campaign being used anywhere else in the world).

Content marketing: an obsession to deliver highly targeted content to individuals

But it is not just in the UK that the brand has seen phenomenal success. A localised strategy meant that this year Domino’s became the largest pizza company in the world based on global retail sales, unseating Pizza Hut. Local marketing was officially responsible for global success.

And so, the work at Domino’s to engage audiences with content that really means something continues. Boyce explains that they are driven by an obsession with delivering highly targeted content to individuals, which means that even on a local level, a high volume of content is needed. This obsession extends into platform and publisher-specific content, the brand recognising that you can’t force ‘branded content’ into every available channel.

Localised marketing might not be the cheapest approach, but for Domino’s at least, it’s proven to be the most successful.

Fuse View

Implementing an entirely localised marketing strategy clearly has its benefits, as demonstrated by Domino’s here. But abandoning a global approach completely won’t work for everyone. We shouldn’t forget that Global Campaigns executed locally are key for brand consistency.

Instead of a complete shift in approach, brands can begin to interrogate their campaigns based on their flexibility to remain relevant on a local basis. Two of the most problematic elements of global campaigns are straplines that are so broad they lose all meaning and central content that is forced onto multiple platforms in several markets.

Brands delivering global campaigns should make flexibility and localisation a key consideration when briefing their marketing agencies, rather than an afterthought.

To read our full report on the Festival of Marketing 2018 click here.