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CBS Presentation Compressed
- 1. McDonald’s and CBS TelevisionStations DigitalMedia
- 3. Who isCBS Television StationsDigital Media?
- 4. CBS is always on—in key markets! 5.7 million unique users in 38 million homes Seattle Boston Detroit Minneapolis, et al New York City Philadelphia Sacramento Pittsburgh San Francisco Chicago Baltimore Salt Lake City Denver Norfolk Los Angeles Atlanta Dallas Austin CBS Stations Tampa Bay The CW Stations Miami/ Ft Lauderdale MY Network TV and Non-network affiliated Stations
- 5. What’s happening at McDonald’s
- 6. McDonalds 1Q 2008 Opportunities Strengths Coffee bar Large, loyal customer base Category leader Convenience, speed, value Threats Weaknesses Nutrition labeling Challenging nutrition perception Highly competitive category Weak economy, high food/gas prices
- 7. Reaching the coffee customer
- 10. WeekendersMarried couples,25-54, w/children Inclusive Exclusive Loud, active Quiet, serene Toy Free Wi-Fi Price point Target Culture Sounds Value added Value
- 11. CBS TV Station web sites deliver your target 4.1 million office workers 1.2 million women with children 2 million weekend users
- 14. Partnerships/value added 6:30am-10am free Wi-Fi with CBS Television Station web siteas home page Contests Coupons Free Internet kiosks
- 15. Next steps 3/15 Choose demographics (McDonald’s) 3/15 Rank markets (McDonald’s) 4/01 Provide market demographics (CBS) 4/07 Choose key markets (McDonald’s) 4/07 Determine budget (McDonald’s) 4/16 Metrics model (CBS) 4/16 Proposal (CBS)
Editor's Notes
- CBS TV StationDigital Media network:Household income $75K+ (43%)Employed full/part time (65%)Between 35-54 (50%)College grad+ (44%)Source: Nielsen NetRatings, May 2006NOTE: DIDN’T WANT TO USE PERCENTAGES SINCE ADULTS HAVING CHILDREN AT HOME WAS LOW; INSTEAD USED RAW NUMBERS
- Maximize your ad buy by targeting your best coffee bar customers at the right time in the right place.Behavioral (time of day) combined with contextual (content) targeting maximizes your ad buy.
- FREE WI-FI: 6:30-10am free Wi-Fi with CBS Television Station web site as home page. This is the time to encourage “hanging out” at McDonalds; when customers are more likely to buy-and-go. STAY AND RELEXKIOSKS:Free Internet kiosks: featuring traffic and weather with CBS Local Station as homepage. 10 minute max, standing only. TIME CRUNCHEDCOUPONS:get coupon code of the day online (or RSS) via CBS Local Station website, reimburse at local McDonalds by giving code (no coupons to print). SAVE MONEYClick on the cup of coffee and get flash animation and accompanying sound:1. The sound of a paper cup being placed (clicking) on a counter2. Coffee being poured into it3. Froth gets whipped or whisked (by hand)4. Froth is softly plopped on top5. A loud-ish (impolite) sip6. A satisfied understated “aaaaahhhh.”CONTEST: Counter with numberof cups of coffee sold (to brand with “over a billion [hamburgers] sold”)and prize for millionth cup – users are reminded to check to see where count is and how close they are to buying millionth cup