Marchioli also went on to talk about the importance of public relations, specifically when it came to social media. One specific initiative Marchioli used social media for was Denny's new menu and menu changes called, "Better for You". With the growing rates of obesity in the United States, Denny's wanted to publicize menu changes they had made that were more nutritional. One specific target market that the Twitter and Facebook ads were aimed at were mother's who were looking out for their children's health and nutritional needs. Marchioli thinks that although today's consumers may be more engaged, they are also more selective. He argued that it is extremely important to keep up with the groups you are targeting through social media tactics. "PR folks seem to be more attuned to all the opportunities with the Internet at this particular time — far ahead of the marketing folks. And that’s interesting, but anyone who doesn’t become more aware of it and become more focused on who they want to speak to through these various sources is going to be left behind," he said.
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3 comments:
I remember that Denny's Grand Slam campaign! I heard that Denny's everywhere were running out of breakfasts and that they had to give people vouchers to be redeemed later. What a successful campaign.
I think it's really interesting that Denny's mentioned how hopping on board with social media is not a train to be missed. I think some people and organizations are finally starting to realize that it's not just a fad anymore, and that it has been proven to be a very successful addition to public relations campaigns.
It is amazing that a place like Denny's-which obviously has greasy breakfast choices-was able to market itself in a healthier way. Denny's has been around for awhile, and the fact that it was able to re-brand through social media proves that utilizing social media really is beneficial. I agree that social media is truly the way of the future, and the faster people recognize that social media is here to stay, the faster they will benefit their company or organization.
It almost seems strange to me that a greasy spoon like Denny's is trying to promote healthy meals for mothers and children. It seems so different from their successful Grand Slam campaign, and I would have expected the restaurant to continue targeting its niche of hungry 'bacon and eggs' enthusiasts.
But then I realize that McDonald's underwent a similar change in image. The fast food giant has taken huge initiatives to reach families and the health conscious. All in all, I believe their efforts have been successful.
Perhaps this is a promising move for Denny's after all!
Take a look at this press release that summarizes Denny's plans: http://www.thefreelibrary.com/Denny's+Expands+Better+For+You+Kids+Menu+Options.-a0206455990
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