Neil A. Perry

1
How to Sell It To Management
Neil A. Perry Marketing Consultant (Formerly
with McDonalds)
2
Six Proven Methods

• Factual Follies
• Budget Blues
• Child Support
• The Bundle
• The Big Idea
• Those Nasty Other Guys

3
Factual Follies

• Research
• Sophisticated Studies to Prove the Internets
  Effectiveness
• IAB Cross Media Effectiveness Study
• Study Tabs
• MSN Winter Olympics Research Study
• Awareness Measurement Dynamic Logic
• Other

4
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

5
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

6
The Bundle

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

7
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

8
Those Nasty Other Guys

• Competitive Threats
• Key Competitor Moves
• BK Kids Club
• Wendys Salad Website Focus
• KFCs Couponing Initiatives
• Other