Millennial, Gen-X Opps: P.F. Chang's promotes marketing DM (Score 45)

Sales lead: Reach out to the new marketing leader for more information about her plans. 

• P.F. Chang's (PFC) promoted Kristen Gray to marketing VP in August 2023.
• We told you about marketing SVP Genaro Diaz leaving in the same month.
• This leads me to believe Gray is now the chain's top marketer.
• Gray joined the company earlier this year as senior director of brand marketing.

Target demographic: Millennials & Gen-Xers

The company will likely:

• Ramp ad spend up
• Diversify digital ad placement
• Seek agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: PFC has not aired a national TV ad so far this year. 
• 2021-2022 spend: Full-year spend totaled $2.8m in 2022. 
  • It did not allocate any budget toward this channel in 2021. 
• 2022 ad programming: It placed ads during programming such as 2021 NCAA Basketball Tournament, Ridiculousness, Forensic Files, Two and a Half Men, and Tucker Carlson Tonight. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: PFC spent nearly $1.5m on digital display ads YTD, a 42% decrease from $2.6m spent in this channel during the same time period of 2022. 
• YTD data: 220.5m impressions via Facebook (66%) and Instagram (33%). 
• 2021-2022 spend: Full-year spend dropped 35% from $4.9m in 2021 to $3.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Vivvix: PFC also utilizes OOH, print, and local broadcast. 

Agency analysis:

• Opportunity: Contact the recently promoted marketing VP now to be top of mind. 
  • PFC does not currently work with any agencies to the best of my knowledge.