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Advertiser Segment: Moroch / McDonald’s

Advertiser Segment: Moroch / McDonald’s. fiercely independent. created and built to service McDonald’s Co-ops. 2. notes:. McDonald’s Co-op Set-up. DMA. MSA. MOROCH. we’re built differently. 4. MOROCH. WE CREATE BRAND EXPERIENCES THAT HAVE AN IMMEDIATE, DEMONSTRABLE

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Advertiser Segment: Moroch / McDonald’s

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  1. Advertiser Segment: Moroch / McDonald’s

  2. fiercely independent created and built to service McDonald’s Co-ops 2 notes:

  3. McDonald’s Co-op Set-up DMA MSA

  4. MOROCH we’re built differently 4

  5. MOROCH WE CREATE BRAND EXPERIENCES THAT HAVE AN IMMEDIATE, DEMONSTRABLE AND ENDURING IMPACT ON YOUR BUSINESS 5

  6. MOROCH WE PARTNER WITH BRANDS WE ARE RULED BY CONSUMERS 6

  7. 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 …

  8. MOROCH McDonald’s meets the needs of their lifestyles 8

  9. 2012 Priorities • McDonald’s Makes My Mornings • Beverages Anytime • Lunch Everyone

  10. Multi-media approach 71% 85% 85% GRPs

  11. Local Communication Goals Dominate 85%- 90% Weekly Reach Power Brand 60%- 65% Weekly Reach Power Breakfast 60-65% Weekly Reach

  12. Media Platform Landscape in 2011

  13. Daypart Usage of Emerging Media VISUAL TBD

  14. 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

  15. 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)

  16. Print’s Role: Houston Example

  17. 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

  18. Houston Coop Coupon Book • Coupon book dropped in March of 2010 in conjunction with the Houston Frappe Launch • Objectives of the coupon book were • Drive Trial and awareness of Frappe • Rehit Dollar Menu at Breakfast Message • Sustain Angus Message • Support three Product Categories • Beverages, Breakfast, and Core

  19. 1st Objective to Drive Trial and Awareness of Frappe • Various offers that encouraged trial of product

  20. Houston Offers saw Redemption on “FREE 12 ozFrappé” was approximately 6%

  21. During coupon promo period, Frappe “Units Sold” increased 4 week totals: Sold: 1,785 Promo: 875

  22. 2nd Objective: Rehit Dollar Menu at Breakfast and drive Value

  23. 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%

  24. 3rd Objective: Sustain Angus Message and Drive the Business…

  25. 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%

  26. 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

  27. Print Factors and Recommendation

  28. 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

  29. 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

  30. Questions

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