IHOP is aiming to drive traffic via a multichannel ad campaign, leveraging the power of direct mail to interact with regional consumers. It will also roll out efforts via email, social media and television, according to Direct Marketing News.
The restaurant chain’s “Make it an IHOP day” ad campaign will not send direct mail nationally, but rather engage with consumers on a more localized level. It will extend free-standing inserts and offer local coupons, the source noted. Additionally, it will pair its efforts with a 30-second TV spot and a loyalty program, accessible via its email marketing campaign.
“With this campaign, it’s been important to have a cohesive message and look and feel for the traditional aspects of our brand touch points,” Joe Adney, vice president of marketing for IHOP, told the source.
A multichannel approach is touted as the best route to take by marketers. By targeting consumers on a variety of touch points, a brand can ensure its message will get across. Additionally, each medium can be leveraged in a separate way. For example, social media can help hone and foster relationships in an effort similar to a firm’s customer service center.
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