Day 258 - 07 Jun 96 - Page 19


     
     1
     2   Q.   But it says 'do not miss any opportunity to publicise...'
     3        So it implies some additional publicity to the fact?
     4        A.  At local--
     5
     6   Q.   Like a local press?
     7        A.  At locals, no, it would be very rare.  I think anywhere
     8        in the system that happened, that would almost certainly
     9        always take the form of coverage in local press.
    10
    11   Q.   Right.  It says, for example, on page 662 under 'public
    12        relations publicity local and national':  'Much of what we
    13        do in our community should be recognised.  To increase the
    14        awareness of the McDonald's community activities the media
    15        is an important resource.  Contact the media when
    16        sponsoring school programmes, fund raising or other
    17        community events'.  So, it does apply there to make some
    18        positive steps if you can to get publicity?
    19        A.  That is it, and to a restaurant at local level the
    20        media is, indeed, the local newspaper or the local radio,
    21        or something.
    22
    23   Q.   Right.  On the bottom right-hand, the last full paragraph:
    24        'Such local store marketing activity as birthday parties,
    25        store tours, dial M' -- I do not think dial M applies?
    26        A.  We do not, no.
    27
    28   Q.   'And group sales also, should be tracked to provide
    29        concrete sales numbers for what these programmes have
    30        brought into your restaurant in terms of dollars and in
    31        terms of people'.  Does that tracking of birthday parties
    32        and store tours et cetera happen in the UK as well as the
    33        US?
    34        A.  When I was involved in field marketing 8 years ago it
    35        did, I am not sure if it does today, I am not involved in
    36        that area.
    37
    38   Q.   So, for example, immediately over the page you have an
    39        example where people add up the number of parties they have
    40        had, presumably in a year, or something, and then work out
    41        what sales benefit that had?
    42        A.  Yes.
    43
    44   Q.   OK.  Then it says at the bottom of that page, in the first
    45        column, and this is the whole thing about tracking:  'Once
    46        the sales comparisons have been made, you can determine the
    47        worth of your local store marketing activity.  For example,
    48        if Saturday sales are up 400 dollars over projected sales
    49        after conducting a ronald mcdonald pocket show the previous
    50        Saturday your store will now have a record indicating 
    51        success of a venture such as this'.  So there is a follow 
    52        up after the use of, say, ronald mcdonald in a party, or 
    53        something, to see whether it has had the intended effect on
    54        increasing customer usage, say, the following week or
    55        whatever?
    56        A.  If the restaurant manager is doing his job it probably
    57        does not happen as much as it should, but that is the
    58        standard procedure, yes.
    59
    60   Q.   Right.  Then just a couple of final points here.  On page

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