Denny’s Millennial Strategy (Essay Sample)
one-page double spaced summary of the situation, what happened, and how it was managed. You then need to answer the following questions:
What did the company do well?
What would you do differently
Discussion Questions
1. Why might content marketing like this appeal to consumers who dislike traditional promotional strategies?
2. Why were Tumblr, Twitter, and Instagram good platforms to use for Denny's surreal and absurd content marketing? Would you recommend any others?
3. As noted, relatively few companies have a real marketing presence on Tumblr. Why do you think that might be? What is one company that you feel could benefit from an expanded presence on the platform, and why?
4. Denny's stood out by producing unique content. After the broad success they've seen, imitators of their style would be obvious. With that in mind, what can other marketers hope to learn and reproduce from their strategy?
Denny’s Millennial Strategy
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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,
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