John Dillon Denny’s and Ingrid Otero-Smart of Casanova Pendrill : Hispanic market consumption will keep on growing in social networks

John Dillon Denny’s CMO and Ingrid Otero-Smart, President and CEO at Casanova Pendrill talked about their strategy to seduce millennials and also the Hispanic Market for Denny’s. “The Hispanic market will continue to report high consumption rate in social digital networks, and in order to go deeper in this connection, we have to talk in their terms and use their media. We produce for our client Denny’s pieces for traditional media, but for each of them we produce an adaptation for each network” she said.”The door policy works for every part of our business: opening all the time, open to all kinds of people, new products, all consumers” said Dillon. At the 17th annual ANA Multicultural Marketing & Diversity Conference, Otero gave the percentages of how they use the social media networks: 73% Facebook, 34% Instagram, 25% Twitter, 21% Pinterest and 18% LinkedIn, and said that using alliances with influencers is a great strategy. “What is working for Denny’s in social networks is: using real food images, original video content, smart humor, and simple prizes such as cinema tickets or gift cards.” said Otero-Smart. The Denny’s family is as diverse as the general population. Minorities make up 63% of Denny’s total workforce and 44% of overall management.