Denny's serves customized content to Latinos on Facebook
July 21, 2014
Denny’s has launched a new Spanish-language Facebook page, Denny's Latino, as part of the brand's integrated communications efforts to connect with customers at different touchpoints.
The launch of the new Spanish-language social media page comes at a time when 23 million Latinos are active on Facebook every month. More than one in five of Denny's guests are Latino, and like all families, enjoy value, variety and a casual environment when dining out.
“Latinos are a fundamental component to business growth and overall success as they have significant buying power yet their technology and media use do not mirror the general market but have distinct patterns," said Chris Mellow, director of digital engagement at Grupo Gallegos, an agency that focuses on the Latino market.
"Latinos also exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market."
"That said, as a brand, clients can’t be one thing as Latinos and another thing to the General Market. The brand message should remain culturally relevant without having to be rewritten," he said.
Denny’s is the operator of one of America's largest franchised full-service restaurant chains.
Latinos are the fastest growing consumer group and brands that fail to reach this invaluable demographic are missing out on a group with rising purchasing power and a massive mobile footprint that presents grand opportunities for brand content marketing.
The Denny's Latino page launches with a hub of activity including the 'Red, White & Blue Slam Remix' - a humorous video performance by a popular Latino rapper surrounding Denny’s most requested breakfast item, the Grand Slam.
Rap video on Denny's Latino timeline
The company is producing original, and curated content designed to actively engage with online Latinos, and promote two-way communication with this audience. Through regular updates, Denny's loyal customer fan base will learn about delicious new menu items, exciting incentive promotions and exclusive offers found only on Denny's Latino.
As brands seek new strategies to seize sustainable growth, the reported $1.2 trillion dollars of Latino purchasing power in 2012 represents a time-sensitive opportunity to create a powerful relationship with these consumers, and here’s why:
There are more than 52 million Latinos living in the U.S., with that number expected to increase near 132.8 million by 2050, which would represent 30 percent of the entire country’s population.
Latinos are also prime targets for content marketing, as their engagement online doubles that of the general market with a hefty 14 versus seven percent, with more than 1 million unique users connecting per year. This demographic already consumers 62 percent more digital video than non-Latinos and possess higher CPMs in online search marketing campaigns, meaning their attention is more valuable that other consumers in terms of viewership of targeted communications.
Most importantly, as content marketing continues to go mobile, so are Latinos. According to Pew Research, 60 percent of U.S. Latino mobile users have smartphones compared to 53 percent of Caucasians. Pew also noted that nearly 42 percent of Latinos use their mobile phones as the primary gateway to Internet access.
During the recent World Cup exhibition, JCPenny made a push to specifically address Latinos with a digital campaign and a sponsorship of Univision’s World Cup coverage, hoping to fashion itself as the favorable department destination.
World Cup themed promo
The retailer has encountered three years of management and agency upheaval that have resulted in helter-skelter strategy shifts and a decline in sales. Desperate for even ground, JC Penny has identified Latino consumers as its “North Star,” and for the first time assertively made the claim that the demographic is its brand muse.
Because many brands have attempted to market to Latinos and failed, there is even more urgency to create greater cultural affinity and to listen and address their needs more carefully. The challenge stems from marketing that does not get to know the consumer.
After deeply investigating how Latinos clean their homes, Clorox unveiled a line products targeted at the Hispanic consumer, called Clorox Fraganzia. Learning that Latinos tend to clean in layers — cleaning, disinfecting and aromatizing — Clorox created a multipurpose dilutable cleaner to use on floors and other surfaces, an aerosol freshener for the air, and a toilet-bowl rim hanger reminiscent of the canastillas, or little baskets, commonly used for that purpose in Latin America.
It is no surprise that CPG marketers are interested in targeting mobile consumers based on past marketing spend.
Ian Friendly, chief operating officer and executive vice president of United States retail at General Mills said the CPG brand spends more money than any other food company on communications directed towards Hispanics, specifically with its Que Rica Vida (What a Good Life) program.
Cheerios offering for Latinos
Not only is content marketing successfully driving positive brand engagement among Latinos, it is doing so with a higher success rate than among non-Latinos. However, if brands are merely dabbling in Latino content marketing or pursuing it half-heartedly, they are unlikely to ever realize the benefits of that cultural predisposition.
“Facebook is a great platform for brands in the fast-casual dining industry to directly engage with their customers and create a conversation around the brand that may not be happening or they may not be part of otherwise," Mr. Mellow said.
"Relationships are developed via good conversations between brands and their customers. Two-thirds of Hispanics often like or recommend brands, which recommendations carry weight amongst their connections," he said.
Michelle is editorial assistant on Mobile Commerce Daily, New York
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