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

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How to Sell It To Management. Neil A. Perry Marketing Consultant (Formerly with McDonald’s). Six Proven Methods. Factual Follies Budget Blues Child Support The Bundle The “Big Idea” Those Nasty Other Guys. Factual Follies. Research :

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Presentation Transcript
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How to Sell It To Management

Neil A. Perry

Marketing Consultant

(Formerly with McDonald’s)

six proven methods
Six Proven Methods
  • Factual Follies
  • Budget Blues
  • Child Support
  • The Bundle
  • The “Big Idea”
  • Those Nasty Other Guys
factual follies
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
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
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
The Bundle
  • Package Deals:
  • Align with Major Off-line Media Deals
    • CBS Sports Package
    • MTV
    • ESPN
    • Other
  • Disney
the big idea
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
“Those Nasty Other Guys”

Competitive Threats:

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