Luis Martinez Dennys
Luis Martinez, Digital, Media and Hispanic Marketing Director at Denny’s, said that throughout the company’s history it has always focused on the family: “We realize American families are changing. They’re becoming more multicultural and diverse but they still value good times and good food.” He said that Denny’s had been pretty traditional in its marketing and advertising approach, relying very heavily on print and TV. “The ‘spray and pray’ approach that existed before really relied on hopes its advertising pitch would reach the right people. Platforms like Google Ads removed the mystery from all that,” he added. He observed that you can trust Google to send the right message to the right consumer. “As Denny’s has made more investment in Google Ads, we’ve been more and more successful in attracting a more representative sample of today´s America, while also setting ourselves up for success in the future.” Clients are usually the ones telling you what they want. “They are looking for ‘pancakes near me’ or ‘I want a burger,’ and that´s where we come in with ads aimed directly at fulfilling their needs,” Martinez said.Denny’s has achieved huge results with its late night presence, adjusting its ads to users surfing online late at night.
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