Neil A. Perry Marketing Consultant (Formerly with McDonald’s) Neil A. Perry Marketing Consultant...

Neil A. Perry

Marketing Consultant

(Formerly with McDonald’s)

Neil A. Perry

Marketing Consultant

(Formerly with McDonald’s)

How to Sell It To Management

How to Sell It To Management

Six Proven Methods

• Factual Follies

• Budget Blues

• Child Support

• The Bundle

• The “Big Idea”

• Those Nasty Other Guys

Factual Follies

Research:

• Sophisticated Studies to Prove the Internet’s Effectiveness– IAB Cross Media Effectiveness Study

• Study “Tabs”

– MSN Winter Olympics Research Study– Awareness Measurement – Dynamic Logic– Other

Budget Blues

Save Media Dollars:

• Implement XMOS Findings– Increase Internet Spending

• Tween Support– Less Costly than TV Campaign

• Salad Launch– Only Effective Vehicle to communicate

key messaging

Child Support

Support Off-line Promotions:

• Incremental Support to Key Initiatives– Salad Launch – Product Ingredient

Communication– Breakfast Bagel Ingredient Information

• Monopoly GameBoards

• Tween Marketing Support– Nickjr.com & Neopets

The Bundle

• Package Deals:

• Align with Major Off-line Media Deals– CBS Sports Package– MTV– ESPN– Other

• Disney

The “Big Idea”

Innovations:

• Promotions– Monopoly Gameboard Distribution

• Unique Initiatives– Internet Gaming – The Sims On-line– Video Game Integration – DESA

• Media– Fantasy Sports Sponsor – CBS Sportsline

“Those Nasty Other Guys”

Competitive Threats:

• Key Competitor Moves– BK Kid’s Club– Wendy’s Salad Website Focus– KFC’s Couponing Initiatives– Other