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How Inspire Brands Reaches People Wherever They Are

3 min read

Read the full article at ThinkWithGoogle

by Travis Freeman, SVP of Demand Generation at Inspire Brands

Summary

  • Inspire Brands is a data- and tech-first company that thinks about everything from an omnichannel marketing perspective.
  • Their goal is to think about the best way to spend every dollar, and they make these decisions through the lens of Inspire, rather than the narrower lens of their individual brands.
  • They are focused on understanding the needs and preferences of their guests and exploring the causality of upper- and lower-funnel metrics.
omnichannel marketing perspective

In this article, Travis Freeman, SVP of demand generation at Inspire Brands, shares his perspective on omnichannel marketing and its value for food and beverage brands.

Inspire Brands is a data- and tech-first company that thinks about everything from an omnichannel marketing perspective. Freeman explains how they optimize their decisions in real-time, being present wherever consumers want to be and meeting consumers on their terms. They do not think in terms of programmatic or social or Search or CTV. They think in terms of media. They can quickly shift all of their ad buys, or at least a large portion, over to that platform as they make those decisions in-house.

Their omnichannel strategy wouldn’t be possible without a unified approach to data. Over the past two years, they’ve worked to create a single technology platform for their family of brands. This data spine enables all their brands to work as one, using the same infrastructure to reach consumers where they’re making purchases. Their goal is to think about the best way to spend every dollar, and they make these decisions through the lens of Inspire, rather than the narrower lens of their individual brands.

Looking ahead to 2023, Freeman has two main priorities. First, understanding the needs and preferences of their guests. People are smarter than many marketers give them credit for, so when they opt-in to a loyalty program and give them their data, they know it’s a mutual exchange and expect a significant reward in return. Second, they want to better grasp marketing campaign measurement and explore the causality of upper- and lower-funnel metrics.

Freeman explains that they are excited to see what’s ahead in 2023, with an even more consumer-focused strategy and a deeper understanding of measuring and analyzing data. This article shows how Inspire Brands’ approach to omnichannel marketing, unified data, and a focus on consumer preferences can help food and beverage brands adapt to customers’ rapidly shifting needs.

Read the full article, How the company behind Dunkin’, Arby’s, and Sonic reaches people wherever they are, at ThinkWithGoogle.

We make our decisions in real-time, being present wherever consumers want to be, meeting consumers on their terms.

Travis Freeman, SVP of Demand Generation at Inspire Brands

Google. (n.d.). Inspire Brands’ Omnichannel Marketing Plan – think with google. Google. Retrieved March 30, 2023, from https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/inspire-brands-ominchannel-marketing/


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