Geo-Targeting Text Message Marketing Example – Domino’s

Domino's Pizza

If you’re a brand with multiple locations in different areas, you’re going to want to be aware of how geo-targeting for text message marketing works. Geo-targeted text message marketing allows your brand to send text messages to customers based on their location.

A brand that is currently using geo-targeting in their text message marketing campaign is Domino’s. This pizza chain has over 10,000 stores in 70 countries, so sending geo-targeted text messages is essential for this brand to make sure their text messages are relevant for each of their customers. In this blog post we breakdown how Domino’s is using geo-targeting, from how they collect the location information from their customers, to the many different types of geo-targeted text messages they can send.

If you have questions about Domino’s SMS marketing campaign, or geo-targeted text message marketing, be sure to contact us here at Tatango, we’d love to help!

 


Geo-Targeting Text Message Marketing Example – Domino’s

To sign up to receive Domino’s text messages, you must first visit their website signup form, which is located here: https://www.dominos.com/en/pages/content/opt-in/opt-in.jsp A screenshot of the website is below.

Geo-Targeting Text Message Marketing Example (Email & SMS) - Domino's

What’s interesting to note about Domino’s text message signup form, is they give you the option to sign up for Domino’s text offers, email offers, or both text and email offers. This is very smart for Domino’s to do, as they’re letting the customer decide what type of communication channel is best for them. You can see in the screenshot below what it looks like when a customer wants to sign up for only text offers from Domino’s.

Geo-Targeting Text Message Marketing Example (SMS Only) - Domino's

As you can see in the screenshot above, signing up for text message offers requires that you agree to Domino’s SMS marketing terms & conditions. A copy of Domino’s text message marketing terms and conditions are displayed below for your reference.

Domino’s SMS Marketing Terms & Conditions

By subscribing, you consent to receiving up to 6 SMS or MMS marketing messages per month from 366466. Message and data rates may apply. To opt out of Domino’s text messaging program, send the word STOP to DOMINO (366466) at any time. You understand and agree that text messages sent to your mobile phone/device may be generated using automated technology. Your consent to receive text messages is not required to make a purchase.

For help or information on this program send HELP to 366466.

For additional assistance, contact 1-800-366-4667 or you may click here to send us an email.

Supported Carriers: AT&T, Verizon Wireless, Sprint, T-Mobile (T-Mobile is not liable for delayed or undelivered messages), Boost, Carolina West, Cellcom, Cricket, C-Spire, Google Voice, MetroPCS, nTelos, Rural Carrier Group, Tier 2/3 Carrier Group, U.S. Cellular, Virgin Mobile

To read our privacy policy, click here.

So how is Domino’s collecting the location information about each of their mobile subscribers, so that they can send geo-targeted text message offers to those subscribers in the future? As you can see from the signup form below, Domino’s requires that mobile subscribers submit their address when signing up to receive text message offers. Domino’s collects a mobile subscriber’s street address, city, state, and zip code.

Geo-Targeting Text Message Marketing Example Sign Up - Domino's

After someone enters all of their information into the signup form to receive Domino’s text message offers, they then would click the red button that says “SIGN ME UP”. When that button is clicked, Domino’s shows the following pop-up, reminding customers that they must reply “YES” to the confirmation text message that is being sent to the mobile phone they just signed up with. You can see this website pop-up below.

Geo-Targeting Text Message Marketing Example Confirmation Screen - Domino's

After the customer submits their information through the signup form, the customer then receives their confirmation text message from Domino’s dedicated short code – 366-466. As you can see below, the customer must respond “YES” to the text message, in order to receive Domino’s text message offers.

Geo-Targeting Text Message Marketing Example 1 - Domino's .   Geo-Targeting Text Message Marketing Example 2 - Domino's

So how does Domino’s use geo-targeting to send a specific text message offer to only mobile subscribers within a certain location? By collecting a mobile subscriber’s street address, city, state, and zip code, Domino’s has a host of different geo-targeting options available to them.

  • Zip Code Targeting: Domino’s can send text message offers to only subscribers in certain zip codes. This type of geo-targeting would also allow Domino’s to send text message offers to subscribers that weren’t in certain zip codes.
  • State Targeting: Domino’s can send text message offers to only subscribers in certain states. This type of geo-targeting would also allow Domino’s to send text message offers to subscribers that weren’t in certain states.
  • Timezone Targeting: Domino’s can send text message offers to only subscribers in certain timezones. This is a great feature for Domino’s if they want to make sure their text message offer is received right before dinnertime, no matter what timezone their mobile subscribers are in. This type of geo-targeting would also allow Domino’s to send text message offers to subscribers that weren’t in certain timezones.
  • Store Location Targeting: By collecting a subscriber’s street address, city, state and zip code, Domino’s is able to tag each of their subscribers with a store location ID. This then allows Domino’s to send text message offers to only subscribers that are tagged with certain store location ID’s.
  • Radius Targeting: Domino’s can send text message offers to only subscribers that are within a certain distance of either a zip code, city, or even a store location.

One thing to be aware of, is that Domino’s is not using what is commonly referred to as “Geo-Fencing”. Geo-fencing is a technology that allows a business the ability to set perimeters around one or multiple points on a map. When an existing mobile subscriber enters into one of those perimeters, the geo-fence is activated, and a text message is sent to that mobile subscriber. You can read more about geo-fencing for SMS marketing by downloading our guide on geo-fencing here.

Interested in collecting mobile subscriber’s location information, but don’t want to do so through a signup form? There are a few options that are available to you.

  1. Tatango Mobile ID: For a small lookup fee per phone number, you can use Tatango Mobile ID to lookup a mobile subscriber’s street address, city, state and zip code.
  2. SMS Data Capture: Another option is to collect your subscriber’s location information during the SMS opt-in process. Usually it’s recommended you only ask for a subscriber’s zip code, as you don’t want to ask too many questions before allowing someone to opt-in to the SMS program. If you ask too many questions, the mobile subscriber may not complete the SMS opt-in process. A great example of a brand collecting subscriber’s zip codes during the SMS opt-in process is Papa Murphy’s. You can read about their SMS marketing campaign here. This strategy is also widely used by political candidates, as you can see here with Hillary Clinton’s use of collecting mobile subscriber’s zip codes during the SMS opt-in process.
  3. Location Lookup: For a small lookup fee per phone number, you can use a location lookup to determine the longitude and latitude of that subscriber’s mobile phone immediately after opting in. A brand can than use that longitude and latitude to determine a mobile subscriber’s city, state and zip code. A great example of this is Qdoba’s SMS marketing campaign, which you can read more about here.

Have additional questions about how Domino’s is using geo-targeted text message offers, or how your business can do the same? Contact the SMS marketing experts at Tatango by clicking here.


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