advertiser segment: moroch / mcdonald’s. fiercely independent created and built to service...
TRANSCRIPT
WE CREATE BRAND EXPERIENCES THATHAVE AN IMMEDIATE, DEMONSTRABLEAND ENDURING IMPACT ON YOUR BUSINESS
MOROCH
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Consumers are…
• Driving without a spare• Not out of the recession• Ethnically diverse… So authenticity and
relevance are paramount in talking to “her” and young adults
• Consuming more media in more places/ways
2012 is about …
taste variety value
fresh/healthy shareable portions customer experience
MOROCH
McDonald’s meets the needs of their lifestyles
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Power Brand60%- 65% Weekly Reach
Dominate85%- 90%WeeklyReach
Power Breakfast60-65% Weekly Reach
Local Communication Goals
2012 Media Mix
• Evolvement of TV / Radio GRPs
• Video consists of TV, Cable, Online Video, Cinema
• Audio consists of Terrestrial Radio and Internet Radio
• Digital consists of display, rich media, mobile, gaming
2012 Local Media Priorities
Priority 1: Local Windows
Priority 2: Local 52-Week Breakfast Support
Priority 3: Local Support of National Windows (Radio)
Priority 4: Local Rest of Day (Secondary Messages)
Varieties of Print Used in Our Co-Ops
• Trial (Coupons)
• Direct Mail• Inserts, coupon books, solo
• Local Newspaper• Inserts, coupon books
• Unique Newspaper Opportunities (i.e. Spadea)• Display and/or Trial
• College Newspapers
• Ethnic Newspapers / Magazines
• Parent Magazine
Houston Coop Coupon Book
Coupon book dropped in March of 2010 in conjunction with the Houston Frappe Launch
Objectives of the coupon book were
1. Drive Trial and awareness of Frappe
2. Rehit Dollar Menu at Breakfast Message
3. Sustain Angus Message
4. Support three Product Categories
• Beverages, Breakfast, and Core
1st Objective to Drive Trial and Awareness of Frappe
• Various offers that encouraged trial of product
Houston Offers saw Redemption on “FREE 12 oz Frappé” was approximately 6%
Offer
Frappe (redemptiond dates: 3/22-4/11)One FREE Small Frappé BOGO Medium Frappé
FREE Small Frappé with purchase of Regular Menu sandwich*
FREE Small Frappé with purchase of Regular Breakfast sandwich*
BOGO any Medium McCafé Beverage
FREE Dollar Menu Item with the purchase of any Frappe
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URW Frappe - Houston
Sold HOUSTON, TX.
Promo HOUSTON, TX.
During coupon promo period, Frappe “Units Sold” increased
4 week totals:Sold: 1,785Promo: 875
2nd Objective: Rehit Dollar Menu at Breakfast and drive Value
Mornings (redemption dates: 4/12-5/9)
FREE Any $1 Menu at Breakfast item
BOGO any Breakfast Sandwich FREE Small Premium Roast Coffee or Small OJ with any Breakfast Platter purchase
BOGO any Medium McCafé Beverage FREE Small Hot Chocolate or Small McCafé Beverage with any Breakfast Sandwich purchase*
Coupons helped drive the business…
Redemption for “FREE $1 Menu Item”: 1.8%Increase in AWU (Pre vs Post): +2.5%
Redemption for “BOGO Breakfast Sandwich”: 1.4%Increase in AWU (Pre vs Post): +2.1%
3rd Objective: Sustain Angus Message and Drive the Business…
Core And (redemption dates: 5/10-5/30)FREE Small French Fries (no purchase required) BOGO any Snack Wrap
FREE medium fries and medium drink with the purchase of an Angus Burger FREE medium fries and medium drink with the purchase of Premium Chicken Sandwich FREE Happy Meal with purchase of a Salad
3rd Objective Results: Coupons helped drive the business
Redemption for “FREE Small Fry (“no purchase necessary”) 1.8%
Increase in AWU (Pre vs Post): +2.5%
Observations
• Not much focus on “how” the coupon was delivered
• Most important conversations were
• How it drove the business
• How it “sustained” key products that weren’t necessarily supported by broadcast/digital
Factors Influencing Print
• Historical Personality of Co-op, and specifically their philosophy on “discounting”
• Geography of Co-op• Timing • The ingrained beliefs of the media person• National “Trial”
• Approaches vary between FSI, Supplemental Magazines, Digital Couponing and Store Generated offers
• Competition
Factors in Building a Recommendation
• Understanding the market as it relates to our brand
• Equitability of coverage
• Understanding the local challenges and calendar
• What are the goals? How does it fit with Mornings, Lunch, Beverage?
• Opportunities beyond being a mass marketer
• Key demographics
• Less about what we are doing and more about does Trial fit the overall objective