Dunkin Dounts has always been a very popular company in the Northeast. Ever since starting out in Massachusetts Dunkin’s primary target has been people in the New England area and they pursued that market hard. They have had many different commercials, billboards, and promotions over the past decades just to get people into their stores. In 2007 after opening many stores nationally, Dunkin even changed their slogan to reflect the expansion. Their slogan became “America runs on Dunkin” and the commercials that used to be dedicated just towards people in the northeast who would go through tough winters and needed a nice warm cup of coffee to get through their day, became more broad and targeted people throughout the country.
Today Dunkin is still using these commercials and other form of advertisings that they had done in the past, but recently they have started to market towards people through their social media pages with their “Get Dunk’d” marketing program. As long as you follow Dunkin Donuts on twitter or like their page on Facebook you get access to a Get Dunk’d VIP card, which you can download on your phone or print out from home. On their social media sites Dunkin Donuts will announce giveaways and promotions that will be at their different locations and as long as you have a VIP card you have a change to win. Some of the prizes included are free tickets to a major sporting event or tickets to different theme parks in the area.
This is a pretty smart idea by Dunkin Dounts because they have been able to target so many people through TV and billboards for so long, but this targets people who are very involved in social media and are more tech savvy. By offering these different promotions they are able to get people into their stores based off the customers intrigue in the ability to win some of these prizes. Once they are in the store, whether they win or not, Dunkin Dounts feels that their food is good enough to make people want to buy it.