Brand Profile – Dunkin’ Donuts

January 5, 2009 at 8:02 pm | Posted in Uncategorized | Leave a comment
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The yummy brand with the retro colors has IMC practices that are anything but retro. While maintaining its commitment to the comfort snack base of its business, Dunkin’ Donuts has added some “better-for-you” options to its menu, in keeping with current health interests.

Egg White Veggie Flatbread Sandwich

Egg White Veggie Flatbread Sandwich

At the same time, Dunkin’ has updated its mar-com strategies to incorporate emerging media such as Twitter and YouTube. Brand Marketing Officer Frances Allen will be speaking at the 2009 Annual Integrated Marketing Conference on how Dunkin’ Donuts took on Starbucks in the coffee wars of 2008. The company’s new “You Kin’ Do It!” campaign for 2009 will incorporate just about every possible medium from network television to outdoor to special events to online and beyond, according to Allen. All communications will play on the “Kin’ Do” phrase as part of the Dunkin’ Donuts name and will emphasize the positive message that “encapsulates the spirit of Dunkin’ Donuts and the brand’s understanding of what everyday folks need to keep themselves and the country running.” If executed well, this message could find a great reception among America’s battered work force, reminding those who feel unappreciated by their employers to reward themselves with coffee and a baked goodie from the local Dunkin’ Donuts.

On the other hand, the hick factor of “kin'” in “Kin’ Do” may prove to be a turnoff among the target audience. As a concept, the line is clever but risky. The company is investing over $100 million in the campaign, but I say execution will determine its success or failure. Make your predictions here! Check out this ad and comment here. What do you think will happen? 

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Media Forecast

August 28, 2008 at 11:19 pm | Posted in Uncategorized | Leave a comment
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As I type this, Tropical Storms Gustav and Hanna are doing the two-step across the Caribbean and Western Atlantic. People in the Cayman Islands, the Bahamas, Louisiana, and Texas are paying very close attention to the projected paths of the storms. 

In the marketing communications world, the technological storm continues to gather strength. New media develop constantly, and any company, person, or organization that has a message must get some bearings and choose a direction carefully. To do so, we need a forecast. How can we know what evaluation methods will become available and whether social networking sites will have lasting impact? What media will fade into irrelevance? Let’s look at some of the main drivers of the changing media climate to draw a projected path.

1. Mobility

The ever-shrinking chip continues to drive us from desktops to laptops to PDAs and beyond. We’ve come a long way since Desk Set and if Moore’s Law holds, the future undoubtedly promises even more marvelously portable communications gadgets. If holographic projection becomes feasible for personal communications devices, then screen size will no longer be an issue, and we might wear an iRing or a Broochberry. 

2. Environmental Consciousness

We are far from a paperless society, but how many of your bills do you receive online rather than through the mail now? Did the last camera you purchased come with a printed manual or a url leading to an online manual? Catalogs still fill many mailboxes, but if you check the back cover, many of them proudly declare either recycled content or origin in a certified managed forest. Most communities have recycling drives for used telephone directories, but think of the fuel used to deliver these heavy books. Even though 61% of consumers report turning to the Yellow Pages when they are ready to buy, will the online version eventually put an end to the printed edition? There is a great tug of war going on here that is likely to find one direction’s pull stronger in the next couple of decades. The outcome may forcibly introduce vast numbers of small businesses and independent contractors to podcasting, social networking sites, and blogs as marketing tools.

3. Money, Money, Money

As much as some advertisers spend on lavish television advertising, every marketing communicator eventually has to take a close look at the budget. With the recent economic situation, many marketers are eagerly looking for new options that can get the brand out there, establish relationships with customers, investors, regulators, etc., and help the brand survive without breaking the budget. While there is a cost to developing a widget and a time investment to maintaining a MySpace site, it is little compared to a Super Bowl ad, and for some marketers these will be attractive media to try.

What media do you think will be on the endangered list in 25 or 50 years? What would you hate to see go?

Introducing… The Communicatorium!

August 19, 2008 at 12:37 am | Posted in Uncategorized | 5 Comments
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Greetings, blogosphere! I am DB, and I’d like to welcome you to my blog. I’ll be blogging about marketing communications, messages, senders, receivers, and especially the new media that are getting the messages across. Please feel free to read, subscribe, comment, agree, disagree, and link. After all, this is The Communicatorium, and communication requires more than one person!

 

My perspectives on messages and media are shaped by a decade and a half of marketing communications experience in agency, corporate, and not-for-profit settings. Communication has always fascinated me, from the way people and organizations form their messages, to the methods they use to send and receive them. Even among people who speak the same language, a phrase or an image can mean different things to different people. The medium by which a message is sent also adds to or subtracts from the meaning. Would you rather find out that your local coffee shop is offering Free Latte Fridays by postal mail, email, or text message? Do you expect your investment firm to communicate with you by heavy confidential envelope through the mail or by a live online chat? Making it more personal, do you think your mother would rather receive her Happy Birthday message from you by fax, by a multimedia message on her cell phone, or by a traditional phone call?

 

But enough of the hypothetical questions for now. In upcoming posts, I’ll explore the potential of some new media, noteworthy successes and failures in their use, and how we can establish meaningful relationships with customers, vendors, colleagues, donors, and investors using different types of media. I plan to post at least twice a week, so check back in often. Or just subscribe. (Go ahead, you know you want to!)

 

Thanks for reading! Til the next time,

 

DB

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