Does an online initiative translate to offline sales?

by Jennifer Van Grove
Last year Dunkin’ Donuts’ “Create Dunkin’s Next Donut” generated more than 130,000 donut submissions and 174,000 votes. But does that translate into offline sales?

David Tryder, manager of interactive and relationship marketing, said that last year’s contest, “met expectations on the business side,” and the company, “saw a healthy response in donut sales during the promotion period.”

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