Brand advertising usually offers value to consumers from coupons, services and other perks in exchange of better brand positioning and exposure. This is the traditional method of value-based marketing. However, some businesses are risk takers and think of alternative ways of doing value-based marketing: a model where hard selling the brand is not automatically demanded or required.
The food brand Denny’s created its own distinct way of offering value-based marketing by starting Adopt-a-Brand. This was well received by many people and it successfully initiated word of mouth about the brand.
Denny’s All-Nighter and Adopt-a-Brand
Denny’s is a global chain of full service coffee shops and family restaurants. It has more than 1,600 restaurants in the United States, Puerto Rico, Canada, Honduras, Costa Rica, Japan, Mexico, New Zealand, United Arab Emirates and Qatar. It is primarily known for its around the clock serving of breakfast, lunch, dinner and even desserts.
In 1963, Denny’s started franchising. Even with various franchise owners, Denny’s had a united and creative approach to marketing. They started the campaign Denny’s All-Nighter and its major feature called Denny’s Adopt-a-Band.
The Adopt-a-Band was a promo aimed at helping touring professional musicians and bands on the road. Whenever the bands are in town, local Denny’s outlets will sponsor them with free food and parties. Denny’s then invited local residents to check out the tour dates of their favorite bands so they can catch them in the flesh in their local Denny’s restaurant whenever they were in town. A late night of food and fun was promised! This was such a hit because it is not everyday that ordinary people can dine and have fun with their favorite bands.
Denny’s as a Mediator of Bands and Fans
Adopt-a-Brand was a unique kind of value-based marketing. It portrayed the brand as a bridge between professional bands on tour and local fans so they can meet together in an informal setting – right inside the cozy warmth of a Denny’s restaurant.
This branding effort of Denny’s is different from traditional means where the beneficiaries of value-based marketing will have to hard sell the brand to their friends and network. In fact, Denny’s did not become overbearing with its brand exposure. They just requested the sponsored bands to write three times a month about Denny’s. They were also encouraged to post pictures of themselves while eating in Denny’s.
The point of these requests was to initiate and spark conversations about Adopt-a-Brand. When Denny’s became included in the equation, the business also weaved their brand into a lifestyle of fun and rock and roll. With a stronger brand presence, the value they gave to bands (free food) and local diners (a chance to meet their favorite brands) was reciprocated with a positive reputation. This was an undertaking worth the investment for Denny’s.
Like any experimental marketing campaign, Denny’s avoided the route of hard selling. They relaxed a bit and let the consumers engage in conversations about Adopt-a-Brand. The risk worked well for their brand. Locals embraced Adopt-a-Brand and Denny’s restaurants had a special place in various communities.
Deviations in Marketing
The value-based marketing of Denny’s created more ripples than the usual slogans, jingles and noisy radio banter. When Denny’s played the role of mediator between popular bands and eager fans, it endeared itself to significant segments of consumers. This positive reputation helped customers trust the products and services of the brand.
Denny’s proved that marketing is not all about outdoing tried and tested methods. It’s all about trying new and creative ways to introduce a brand to a target market. Most people are already sick and saturated of hard selling advertisements. Hence it is always a breath of fresh air when companies try to think of alternative ways of reaching out to target markets. Value-based marketing is proof that a message can be communicated without shoving it to the throat of unsuspecting people.
