Marketing Strategy for “Shark Week” At Dunkin’ Donuts

August 4, 2014 by Leave a Comment

Dunkin’ Donuts has formed a partnership with the Discovery Channel to create a marketing campaign for “Shark Week;”a shark-themed talk show hosted by comedian Josh Wolf which will start Sunday, August 10th. Dunkin’ Donuts has taken to social media to promote the “Take a Bite, Take a Pic” campaign which consists of a contest where consumers of 18 years or older are invited to take a selfie photograph whilst taking “a bite” out of their preferred breakfast item of choice. This photograph is then to be shared via Twitter or Instagram with the hashtag #DDSharkWeek in order to be entered for a chance to win different prizes such as a $100 gift card to Dunkin’ Donuts or the “Shark Week” prize pack.

During the show which airs late-night, the host will suggest that the viewers visit SharkWeek.com/Dunkin to vote for the contestant with the best photo, or also known as the “Dunkin’ Bite of the Nite.” The winners of the contest will not only be announced and their photos revealed on air during the show, but their photos may also be displayed on the Dunkin’ Donuts Times Square billboard.

Hill Holliday, Dunkin’s agency of record, has also designed as a part of the marketing campaign, an interactive TV experience that uses Microsoft’s Xbox One system. The system is built so that if you are watching “Shark Week” on the Discovery Channel on the Xbox One, the Internet Explorer browser can be dragged to the corner of the screen to show a live feed of different real-time polls, content related to the shows, interactive quizzes and social content from Twitter and Instagram. Jamie Scheu, VP Director of Hill Holliday, states that this is the first time a paid advertiser has created an interactive experience for live television using the Xbox One. Scheu mentions that this is an important aspect for the Dunkin’ brand as it enables “an opportunity for sustained engagement with people in their living rooms — not just for 15 or 30 seconds at a time during commercial breaks, but for minutes or even hours throughout a live national television event.”

To top off the marketing campaign promotions, Dunkin’ is also launching a new donut today that is inspired by Discovery Channel’s “Shark Week.” To read more about the collaboration between Dunkin’ Donuts and The Discovery Channel and the marketing campaign they have created, click here

Filed Under: Events

Growing Off-Premise Profitability Through Technology

August 4, 2014 by Leave a Comment

 

Erle Dardick has been in the catering business for fifteen years and is known as the expert when it comes to helping multi-unit restaurants create successful catering revenue channels. Erle also founded a software, MonkeyMedia Software, that provides catering solutions to multi-unit restaurant operators.  The use of online and mobile ordering technology is the strongest sales and marketing tool to grow a business. Research shows that the average ticket is 30% higher on online ordering platforms than it is in-stores. In order to have a successful online ordering platform that is quick, easy and efficient in order to meet customers’ demands, a solid strategy must be put in place to promote the platform. Below are Erle Dardicks’s five marketing methods to promote an online catering platform:

1. Make your platform user friendly. The online and mobile ordering platforms should be very customer friendly and intuitive. It should be set up in a way that satisfies the needs of the customer in a user-friendly manner.

2. Determine the best way to drive frequency. Promotional offers and/or discounts on group orders over are a good way to increase ordering frequency. Rewards and loyalty programs are also a great tool to promote the online platform.

3. Drive in-store traffic to your online and mobile ordering platforms. Good signage in-stores that promote the catering program and online/mobile ordering platforms will increase awareness. Staff should also be trained to redirect callers who call in to place an order from the store to the online/mobile ordering platform (they could also offer a promotional code for a first time use of the service).

4. Reward first-time users.  Incentivizing first-time users of the online/mobile ordering platforms is of utmost importance. Research shows that consumers find it easier to redeem coupons and promotions online or through mobile devices, and will do so when prompted. This means that restaurant operators have an increased opportunity to promote their off-premise program through promotional offers that will drive online and mobile ordering, increasing sales as a result. The follow-up with these first-time users will prove useful as it is an opportunity to gather important information about their experience.

 

5. Follow-up about the customer experience. Feedback about the online and mobile ordering process and experience is important because it allows you to discover what customers like and what they believe has some room for improvement. It is as important to really ask the correct questions; ie. Were there any concerns after placing an order? Was everything to their satisfaction?

 

To read more about the way the proper technology tools can grow off-premise profitability, click here

Filed Under: Global Market Buzz, Operations