Page 9 - Going for Growth: Targeting Today's Diverse Consumers

8 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

having someone “see you,” which has a cultural resonance that communicates deep respect
and connection. The Hispanic-focused work recognizes the target insight of “compartir,” or
bringing people together to share an experience.

Dillon tied this brand revitalization journey back to the Growth Opportunity Model, suggesting
that brands take a hard look at where they are. “Put simply, future growth for any brand is
going to come from the Multicultural consumer,” said Dillon, “and unless you are intentional
in your embrace of these important segments, you will be missing out on sales and a
whole host of other brand benefi ts, both consumer- and employee-facing.” In addition to
the advertising, the decision to start with Multicultural insights woven into the business
process has a direct, positive, and
measurable impact on everything
from menu items and hospitality
to the atmosphere and experience.
Denny’s utilizes multiple agencies
with varying areas of specialization,
but they all come to the table as
Team Denny’s and get the work done
together in a collaborative way, even
giving feedback on one another’s
work.
Denny’s TV Commercial
Dillon urged marketers to not look “NOS VEMOS EN DENNY’S”
backwards and to recognize the
opportunities inherent in culturally
specifi c work rather than “trying to explain it away.” He thinks a lot of marketers are stuck
on the idea that they can get Multicultural consumers naturally via what they describe as
their traditional marketing initiatives. Dillon rejected this. “I will tell you in no uncertain
terms that you’ll never maximize the opportunity with that approach. The sooner you focus
on Multicultural insights and initiatives that leverage cultural specifi cs, the sooner you’ll
optimize results,” he stated. The Denny’s example demonstrates how an overarching, unifi ed
brand platform can be applied even when focusing on specifi c cultural insights. Dillon
also believed that steps can be taken no matter what budget levels are. “Our budgets are
substantial, but there are plenty higher and plenty lower. Still, I’ve seen small brands knock
it out of the park with Multicultural, and bigger budget brands completely miss it. It’s about
planning, insights, and commitment to execution, no matter what the budget level. Just stay
focused on Multicultural as the key to future growth and success.”