Denny’s Millennial Strategy Order 1989178 (Case Study Sample)

Denny’s Millennial Strategy Student Name Affiliation Course Instructor Date Case Summary Denny’s is a company operating in the diner chain industry and has more than 1600 physical locations in America. It also has overseas operations in many nations. As such, it is a name that is uniquely known for its bottomless cups of coffee and awesome breakfasts. Nonetheless, it has continued to face positioning problems that include its diminishing appeal to young consumers, especially the millennial group. It has social media accounts on Instagram, Twitter and Tumblr, but these have not yet brought forth the intended success. Denny’s has been looking for ways of enhancing their millennial rebranding efforts on Tumblr, which has a young and wealthy customer base and the flexibility of posting content which many marketers have found difficult to master. Tumblr users tend to be hostile towards anyone who uses traditional advertising. Denny’s has, therefore been able to win the hearts of the millennial group of consumers on Tumblr because it does not use traditional marketing methods, but tends to create relationships with Tumblr users. It posts content that makes it possible to generate thousands of interactions in the form of reblogs, likes, shares and retweets. In a nutshell, Denny’s, unlike other companies has been able to wisely use its social media platforms to create a following. By positing content that is able to generate string engagement with the millennial group, Denny’s has been able to achieve relative success in content marketing especially on Twitter, Tumblr and Instagram. Although, such success was unexpected based on the statistics of companies that are on social media, Denny’s has managed to be the envy of companies that want to leverage on content marketing. 1 The company did well in the area of content marketing by being able to create an online following by having string engagements with users of social media platforms, especially Tumblr, Twitter and Instagram. 2 There are several things that I would do in a different way. First, I would hire a team of vibrant marketers who would enhance the awareness of the brand by replying directly to consumers and asking them to share content if it satisfies them (Wu, 2017). Secondly, I would create incentives such as rewards for those who take part in sharing the company’s content online or those who make the most purchases in a given period. Discussion Questions 1 The reason content marketing like this would appeal to customers who do not like traditional strategies is founded on the disillusionment that is associated with traditional mass advertising strategies. Firstly, content marketing tends to be more cost effective and is much suited to be a long-term strategy compared to traditional marketing which tends to be short-term (Sloane, 2014). Secondly, it means that once a traditional marketing campaign ends, that is the end. Nonetheless, when content marketing is used, it remains there for a long time. Thirdly, as per this case, content marketing has more consumers preferring it because they would rather learn about companies from articles, newsletters as well as other content-based cannels than through traditional advertisements. 2 There are various reasons as to why Tumblr, Twitter and Instagram were great platforms for Denny’s surreal and absurd content marketing. Firstly, 40 percent of all users of twitter in the year 2018 comprised of people aged between 18 and 29. When it comes to Tumblr, 46 percent of its users were aged between 18 and 34 as of 2018. In the same year, majority of users of Instagram have always been aged between 18 and 29. For this reason, the company knew that it would possibly reach this huge following which forms hundreds of millions of potential customers. Since Denny’s has been seeking to replace older customers, the use of these three social media platforms would serve them better. For these reasons, it would be recommended that the company also tries to utilize other social media platforms such as YouTube and Facebook ...