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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