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Dunkin’ Donuts seeks to engage Hispanic market through SocialCompass
Patricia Molina| 24 de marzo de 2014
Dunkin Donuts se enfoca en captar al mercado hispano en EE UU
Brands are rewarding fans in an age of social media with a powerful mix of social listening and marketing automation. Dunkin Donuts franchisee First Cup, LLC uses HipLogiqs patented social media marketing app, SocialCompass, to get in on Twitters word-of-mouth marketing to grow its customer base in the city of Phoenix, Arizona.The franchisees recent campaign Free Medium Hot or Iced Coffee reached a conversion rate of 120 percent in little more than seven months and engaged more than 2,000 coffee-lovers, including a number of Dunkin Donuts regulars.The advertising message not only brought customers to Dunkin Donuts stores, but also exposed them to the chains wide range of menu choices.In 2014, First Cup plans to expand its use of SocialCompass to promote its multiple options, reach the Hispanic market and target young people from their teens to early twenties in order to compete directly with Starbucks.Many brands focus on building friends or followers lists. Dunkin has shown that you can find new customers as well and increase your exposure exponentially with automation. They are using sophisticated strategies to grow their Phoenix market, says Bernard Perrine, CEO and co-founder of HipLogiq.
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