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
