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What About the Donuts? Going From Dunkin Donuts to Just Dunkin

Here we go again, another chain that changes its name. Remember IHOP’s incredibly smart campaign earlier this year? Well, now Dunkin Donuts is changing its name to just Dunkin. Is this really a change? This change stems from the restaurant’s desire to emphasize that it will mostly be a beverage chain. Because having Donuts in their name was limiting to just that. And since their campaign “America runs on Dunkin”…we all know that can’t be solely about donuts, so Dunkin it is. But with any change comes reaction. Just like the IHOP short lived name change, consumers don’t seem to be very happy about the Dunkin Donuts rebrand.What About the Donuts Going From Dunkin Donuts to Just Dunkin

Dunkin Donuts Rebrand

Earlier this year IHOP announced that it would change its name to IHOb. A sensation that was puzzling to consumers all over the nation. Now it appears to be that the same thing is happening to Dunkin Donuts. However, this does not seem to be a marketing strategy, but the real process of the rebrand of the company. The Massachusetts native wants to be known as a coffee empire. So their efforts to rebrand began last year with a few store dropping Donuts from its name. This initiative also comes with other alterations. The restaurant will feature a new store design and digital kiosks in a streamlined made-to-order fashion. As well as new and broader variety of caffeinated drinks. Do we foresee a coffee war in the near future? Is Starbucks on Dunkin’s radar?

The Issues Ahead for the Rebrand

If only a rebrand effort was simple. Let’s forego signage, website, other digital media, as well as current campaigns, what are some efforts that need addressed during this process.

DD Perks

Since they are dropping Donuts from their name, that means that DD must become D. So your DD Card and your DD Perks, may be known as D Card and D Perks. Really? That could easily be misinterpreted. Did they think this through?

Dunkin Still Sells Donuts, Right?

Consumers have expressed their opinion on this matter and to them, the real concern is if Dunkin will continue to sell donuts. 

DD Tweet

DD Tweet

DD Tweet

All In Strategy, Sort of

But do not despair! And believe that the chain is smarter than that. They would not NOT sell donuts and focus only on coffee. So take heart that Dunkin will keep selling their assorted variety of donuts… along with coffee, lots of coffee. Further, they mentioned that this name change will not be permanent contingent upon the success of this new brand identity. Hedging your bet much?

Loss of Strong National Brand

But this commotion in the consumers is not because they fear that the donuts will no longer be a menu item. It has more to do with nostalgia. Dunkin Donuts has been around for decades and is part of most Americans’ daily routine. So this change feels like something that we know will no longer be what we’ve always known. Did we lose you? It’s a matter of attachment and what it means to us, the consumers. We are encouraged to evolve and adapt to change. But when is it ok to not let go?

Energyhill Knows Branding

Before you decide to rebrand your business, think about what your mission is and what your services are. At Energyhill we make sure we define that from the get go. But if you ever need to rebrand your business, we know how to do that too. So don’t hesitate and contact us today and let us help your business grow.

Social Media Strategy Worksheet

Every business should have specific strategies to keep their online social presence active and up to date. The good news is that you can do something about it! You can grow your audience on social networks if you strategically work towards that goal. To help you get started, we made a list of some easy and fundamental steps that will get you on the right track.Social Media Strategy Worksheet

Set Clear Goals and Objectives for each Social Network

When you identify what your goals and objectives are before creating a strong social profile, then you will be able to have a social presence with purpose. Ask yourself these questions:

  • What am I going after?
  • Where do I want my company to be?
  • How can I get my company there – to where I envision it?

Knowing what you want to accomplish for your business will help you create meaningful posts that will attract followers. And thus lead you to grow your audience on social networks.

Get a Social Media Strategy

It is good you use your social accounts for a purpose. Set a marketing calendar to plan how often you will post about your services or products. Also, you want your audience to know you are an expert in your field. Thus, having material that shows your expertise will give you more credibility. Also, don’t forget to come up with ideas to release posts every so often, such as blogs, renovation pictures, community highlights, etc. This will keep your audience interested and active in your social pages.

Create Well-Rounded Social Profiles

When you are creating your social profiles and pages, make sure they have working links that lead your audience to your website. Include current pictures of your business and the services you provide, and give details about your business on the bio section. And of course, keep your posts up to date, along with periodic throwback posts to go with the trend.

Optimize Social Keywords

It’s all about the keywords! You need to make sure that the content you have is not only relevant and serves a purpose, but also contains keywords that will help you rank first on Google searches. Include the keywords you want your business to be known for. So, carefully create copy that follows SEO standards to grow your pages’ visibility and prominence in the search results.

Understand Your Social Audience

Put yourself in their shoes! In order to grow your audience on your social networks, you have to think about what the people you are targeting want and are looking for. Make sure you create copy/content that is relevant to your audience. Copy and content they will be able to identify with and that contains keywords they will be more likely to type on their search engines of choice. With this in mind, make sure you create social content that will draw them to your site while highlighting the services of your business.

Follow Your Target Audience and Engage with Them

Following your target audience on social media is just as important as having them follow you. This is especially helpful with other businesses you may want to collaborate with. Participate in online trends, such as holding polls about social events on Twitter, or use the “Ask Me a Question” feature on Instagram, just to name a few. This engagement with your followers will portray your business as approachable, a quality that will help you grow your audience on social networks.

Promote Your Social Accounts Internally

If you already have a strong social account with a lot of followers and a high click rate, then make sure you promote your other social profiles there! Invite your audience to follow your other accounts so they can be plugged in and know of any updates and news. For example, on Facebook promote your Twitter, and vice versa. We call this technique internally promoting your other social accounts.

Include Links to Your Other Social Media Accounts

Make sure you include the icons of your other social media accounts on your website. This makes for an easy flow of visitors and future followers of your account.

At Energyhill we devise the best business strategies to help businesses grow and give them more than brand recognition. Download our worksheet and grow your audience on social networks today! Also, contact us to learn more about how to take your brand to the next level.Social Media Strategy Worksheet thumbnail

How Visual Advertising Will Change Marketing in 2017

How Visual Advertising Will Change Marketing in 2017

Competition for consumers and their hard-earned dollars appears to be at an all-time high. Gone are the days when an ad in the Sunday paper or a banner campaign across the web’s top 5 sites would garner you the ROI needed. Now with media options on the rise – and changing every day – it’s difficult for brands to know where and how to spend their money. Here are some trends to look out for in 2017.

The Decline of Clicks

While there is no doubt that online and mobile advertising are still very useful to brands, click-thru rates on banner ads have declined to a paltry 0.06%. And to make it worse, the adoption of ad blockers is up to 41%. This number is even worse among the millennial generation where 2 out of 3 millennials claim to use an ad blocker.

The Rise of Native Advertising

Craving connection, advertisers tried a new tactic – one that would go above and beyond a simple banner ad: native advertising. This immersive experience was meant to provide relevant content to the user while underscoring the product or service that sponsored the content. Many media outlets found native advertising a boon as it generated content for them while also selling ad space. It was a win-win.

The Growth of Native Advertising

However, as with most shiny new things online, native advertising began to lose its appeal and now it seems that we have moved onto native advertising 2.0. This new version of native advertising will be more visual in nature and will endeavor to provide users with a seamless experience. Also, it will attempt to grab their attention with arresting visuals.

Visual Advertising Takes the Stage

Humans process visual images 60,000 times faster than text. And over 80 percent of people only skim the online content they read. This makes visual advertising even more important. To capitalize on this trend, marketers will start to focus more on images and typography than content. Visual advertising will make it more important to grab the consumer’s attention than to keep it.

How do you see your organization incorporating visual advertising in 2017? If you’re interested in learning more, please contact us today for more information.