Oct 07

Six Steps To Simplify Marketing, From Dunkin’ Brands Marketing Chief

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Digital media and mobile screens are core to Dunkin’ Donuts marketing, but it pays to remember the basics, according to John Costello, Dunkin’ Brands president-global marketing and innovation. “If we put a picture up on the wall [of products] in our restaurants we sell more,” he said. “If we take it down, we sell less.”

Balancing traditional media with digital is a complex task, making it “easy to be overwhelmed,” said Mr. Costello, addressing the Association of National Advertisers meeting on Oct. 5. But he offered six tips to help focus marketing without getting caught up in the clutter of options.

Confront reality

Continue reading at AdAge.com

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