Here we go again, another chain that changes its name. Remember IHOP's incredibly smart campaign earlier this year? Well, now Dunkin Donuts is changing its name to just Dunkin. Is this really a change? This change stems from the restaurant's desire to emphasize that it will mostly be a beverage chain. Because having Donuts in their name was limiting to just that. And since their campaign "America runs on Dunkin"...we all know that can't be solely about donuts, so Dunkin it is. But with any change comes reaction. Just like the IHOP short lived name change, consumers don't seem to be very happy about the Dunkin Donuts rebrand.
Earlier this year IHOP announced that it would change its name to IHOb. A sensation that was puzzling to consumers all over the nation. Now it appears to be that the same thing is happening to Dunkin Donuts. However, this does not seem to be a marketing strategy, but the real process of the rebrand of the company. The Massachusetts native wants to be known as a coffee empire. So their efforts to rebrand began last year with a few store dropping Donuts from its name. This initiative also comes with other alterations. The restaurant will feature a new store design and digital kiosks in a streamlined made-to-order fashion. As well as new and broader variety of caffeinated drinks. Do we foresee a coffee war in the near future? Is Starbucks on Dunkin's radar?
If only a rebrand effort was simple. Let's forego signage, website, other digital media, as well as current campaigns, what are some efforts that need addressed during this process.
Since they are dropping Donuts from their name, that means that DD must become D. So your DD Card and your DD Perks, may be known as D Card and D Perks. Really? That could easily be misinterpreted. Did they think this through?
Consumers have expressed their opinion on this matter and to them, the real concern is if Dunkin will continue to sell donuts.
But do not despair! And believe that the chain is smarter than that. They would not NOT sell donuts and focus only on coffee. So take heart that Dunkin will keep selling their assorted variety of donuts... along with coffee, lots of coffee. Further, they mentioned that this name change will not be permanent contingent upon the success of this new brand identity. Hedging your bet much?
But this commotion in the consumers is not because they fear that the donuts will no longer be a menu item. It has more to do with nostalgia. Dunkin Donuts has been around for decades and is part of most Americans' daily routine. So this change feels like something that we know will no longer be what we've always known. Did we lose you? It's a matter of attachment and what it means to us, the consumers. We are encouraged to evolve and adapt to change. But when is it ok to not let go?
Before you decide to rebrand your business, think about what your mission is and what your services are. At Energyhill we make sure we define that from the get go. But if you ever need to rebrand your business, we know how to do that too. So don't hesitate and contact us today and let us help your business grow.
Whether you’re building a business from the ground up or simply looking for ways to increase quality traffic to your website, Google advertising offers an effective solution that’s also surprisingly affordable. Here are the top 10 reasons to use AdWords in your marketing plan, if you haven’t already done so:
Unlike other advertising strategies, PPC lets you adjust your budget based on leads and profits.
With many forms of advertising, it’s hard to determine how many customers are actually being impacted. With Google advertising, you can easily view metrics to determine what ads and keywords are most effective and how much traffic is being driven to your page.
New ad formats mean businesses can engage with web searchers in different ways. For example, Google now allows advertisers to highlight their in-store promotions.
An increasing amount of research shows that paid search traffic converts better than organic traffic. If you’re not taking advantage of Google advertising, you might be missing out on valuable leads.
Google AdWords provides business owners with invaluable information about their target audiences, including the devices they use and what keywords they’re searching. As a result, companies can create more desirable products and services.
You don’t have to worry about spending money without seeing results. Google Advertising with AdWords allow you to choose a cost-per-click (CPC), cost-per-acquisition (CPA), or even a cost-per-thousand (CPM) viewable impressions approach. If your head is spinning... no worries we can help.
With Google advertising, you can target specific geographic regions rather than advertising to everyone online.
Thanks to remarketing, your Google advertising campaigns can follow searchers around the web, offering more opportunities for them to buy your products. Also, utilizing some of Google's great features allows you to set how long to follow a searcher. Remind searchers... don't stalk them!
AdWords lets you showcase your content in a place where searchers are more likely to see it. Because searchers view first page results as the most authoritative, there’s value to appearing on page one of Google.
Reaching your target audience means utilizing all the advertising methods at your disposal. Remember, if you don’t advertise on Google, your competitors will almost certainly take advantage of the traffic you’re leaving behind.
Looking for a better online marketing strategy? Contact Energyhill to realize all your business goals without breaking your budget.
Generations Y and Z inhabit a unique position in the consumer marketplace because of one thing: the Internet. They cannot remember a time when the Internet or digital technologies did not exist. They are digital natives. But what does this familiarity and reliance on digital mean for Y and Z as consumers? In a recent study commissioned by Google and conducted by Ipsos, 200 Swedes, ranging in age from 13 to 34, were interviewed about their online habits. Of course, minor cultural differences do exist between Swedes and Americans. However, the conclusions made by this study are invaluable to understanding this very influential demographic, regardless of nationality.
Among European Union (EU) countries, Sweden has the highest Internet usage rate. Sweden was also an early adopter of broadband technology. This positions Swedes as people deeply committed to and familiar with the digital world.
Study respondents were primarily split into two groups, ages 13-24 and ages 25-34. According to the results, 13-24 year-old Swedes spend more time on their mobile devices than the other age group. A quarter of the 13-24 age group also states they spend three hours or more per day on social media sites. However, a commonality between the two age groups was YouTube. Both 13-24 and 25-34 year-old Swedes seek out entertainment and short, funny videos on YouTube. One main difference though is that 25-34 year-olds are more apt to watch the news and current event videos.
The data also indicates that watching a video that prominently features a particular brand causes both age groups to seek more information. The video could be posted by a person (i.e. a YouTuber or Vlogger) or the brand itself. In either case, more than a third of all young Swedes will seek additional information. However, when looking for recommendations, the 13-24 year-old age group is more likely to seek online personalities for reviews and input. This is good news for brands that are looking to increase their online video presence. It proves that straightforward video advertising can work, while also suggesting that investing in online personalities may net higher results.
While the expectations between Swedes and Americans may be different, there's no doubt that Generations Y and Z in both countries share similarities. The type of information available in this study can be a useful roadmap to global companies or American-based companies that are looking for more guidance on how to connect with this age group. For more information about how to improve your brand's online presence and connect with young consumers, please contact Energyhill today.
There are times in life and business when things come together for the good. It could be called destiny, karma, luck, sovereignty, or a plethora of descriptive phrases. Ryan and Gloria Lowe have found it. Maybe it found them. However it may be described, there is an “Aura” about this couple and their rising marketing and design business. Somehow they have found the opportunity to do what they love. Behind Energyhill’s aura of excellence is a story of the American dream.
Find a job you love and you'll never work a day in your life. - Confucius
The journey began in 2001 in Pittsburgh, PA. Ryan started building computers from scratch. It was a wonderful time with amazing technology surging on every front. Ryan was there in the middle of it all investing in a future enterprise loosely referred to as “RyTek.” Later, it evolved to “RyDesign”.
He drew his whole family into the process and a lengthy debate arose to choose the ideal domain name for the future. The final choices were Energyhill.com and (believe it or not) Energypuppy.com. Obviously, Energyhill won the vote.
As time passed, DESIGN emerged, and then MARKETING. Ryan was honing his skills and loving every minute of it. In 2002, Ryan was accepted at the Savannah College of Art and Design in Georgia. On scholarship for his strong personal portfolio of work and development of an innovative hub for students, Ryan began gathering the building blocks for the owned but dormant domain name of Energyhill.com.
Meanwhile, far away in Florida, a highly skilled designer was enrolled at the Art Institute of Tampa. It was there that Gloria began infusing her Dominican passion into her beautiful art and where she would meet her soulmate. Meanwhile, Ryan completed his Master’s degree at SCAD and was hired by the Art Institute and moved to Tampa. After Gloria completed her degree, she began working with Ryan on the side. As their professional relationship grew, so did their courtship and they married in 2008. After joining together, they realized what advantages they had as a couple that they didn’t have before. Their combined skills, knowledge, and experience exceeded the combination of the same as separate individuals. After a few years of contracting and outsourcing in the industry, they decided in 2013 to officially launch Energyhill.com. To better equip himself for a future enterprise, Ryan earned a doctorate in business from Argosy University in 2014.
When a team works well together as a unit, they are able to accomplish more than the individual members can do alone.
Gloria and Ryan found the sweet spot of collaborative design and business aptitude. They complement each other, work tirelessly, and put everything into their brand. The result is a design and marketing agency that is competitive with much larger companies. They deliver in every aspect to make others succeed and grow while at the same time establishing solid relationships with each of their clients.
Each client knows they can be trusted to deliver on time and with the highest quality, and every member of their staff is trained with this in mind. Energyhill is now established and entering its fifth year as an entity. With many years prior to that working with small and large businesses, Ryan and Gloria were positioned to hit the ground running.
Making others succeed is a pretty good formula for Ryan and Gloria; it’s what makes them successful. “Clients are part of us, and we are part of them,” they say. If the clients, who they call “partners” suffer, so do they. If they prosper, so do they. Thankfully, the latter is what happens with Energyhill.
It’s obvious that Ryan and Gloria and every one of their team at Energyhill LOVE what they do. Does this mean they never WORK a day in their lives? Hardly. The fact is they are TIRELESS workers, and they function as a TEAM. They are so passionate about design, advertising, and marketing, that it seems like they are not working. That’s the mystery of the Confucius quote, it’s about LOVING what you do.
By the way, they have three small children that require NO WORK, and are a JOY. Well, at least the second one 🙂
