1

WHAT DOES EINSTEIN dAdO SELL?

2

GROWTH, STABILITY, OR DECLINE?

• Sep-Oct low season stable over 8 years.

• The Nov-May “extranjero season” is stable/growing.

• Spring Break is unfortunately recovering.

• High volume in Jul-Aug means low spending.

3

EINSTEIN dAdO CREATES “VALUE”

• EINSTEIN dAdO is a: “Value Creation Company”

• We simply find the “value” that already exists in your product.

• We define, polish and develop that value.

• Then we grab hold of the consumer’s mind…

• And we put that value inside.

• ED doesn’t just create great design. • We’re don’t simply develop

advertising. • Building brands is just a part of our

job.

4

OUR “PROCESS”

1 > Consumer/Trade Research2 > In-Depth Market Analysis3 > Strategic & Media Planning4 > Concept Development5 > Production Perfection6 > Endless-Loop Feedback

• A ‘cubic’ approach to the development of communication that actually sells:

5

OVER 400% INCREASE IN SUNDAY VOLUME

6

WHAT MAKES GREAT ADVERTISING?

•Many say “advertising ain’t brain surgery”– Yes, ads that don’t sell “aren’t brain surgery”

•Great advertising is an equal balance between science and art.

• It is a complex combination of:• Communication science• Creativity• Years of design training• Injecting intriguing elements• Good judgment

• Motivational psychology• The study of human nature• Marketing theory & analysis• Lessons from trial & error• Learning from research

7

A SIMPLE MARKETING TEST

• What has more value in terms of making money from consumers?1. All the property under Disneyland, Disney World

and Euro Disney...• or the name “Disney”?

2. The name “Disneyland”...• or the slogan “The Magic Kingdom”?

3. All of the above put together...• or “Mickey Mouse”?

8

WHAT’S SO GREAT ABOUT A MICKY?

• Micky makes millions -- every single day! – Mickey is very valuable concept.– Truly effective, impactful, sales-generating

concepts are often one-in-a-million…– And they are more complicated than they look!

• Could your product use a Micky Mouse?

EINSTEIN dAdO creates Mickey Mice.

9

• Truly great advertising is composed of many interacting, but distinct, elements:

– Relevant Strategic Concept– + Visual “Hook”– + Dynamic Design – + Great Production – + “Catchy” Headline – + Product-Related Name– + Logo That Communicates– + Slogan That Explains– = A Mickey Mouse

WHAT’S SO COMPLICATED ABOUT A MICKY?

10

ADVERTISING WORKS!

• A difficult summer for hotel zone restaurants.

0%

11

OVER 4 YEARS OF SELLING SALES TO...

CADENAS COMERCIALES PARQUES RESTAURANTES/NIGHTCLUBS

DESAROLLO URBANO HOTELES

12

THE IMPACT OF GREAT ADVERTISING

EINSTEIN dAdO Advertising

Support

13

MARKETING SOLUTIONS ‘R’ US

• Kevin Lenard _ President

– 20 years with McCann, FCB, Bozell, Saatchi & Saatchi,Grey and EINSTEIN dAdO.

– Experience in Canada, the US, Western & Eastern Europe, Australia, Asia, Middle-East, Africa, and now Mexico.

– Marketing solutions for brands from Coca Cola to P&G, and from Volkswagen to Mars and Cadbury.

Lic. Motivational Psychology, Post-Grad Deg. Advertising

14

– 9 years experience at Ted Bates, Saatchi & Saatchi, & EINSTEIN dAdO.

– International product launch specialist in Europe & the Middle-East.

– Holder of P&G’s ‘Global Business-Building Award’ & Saatchi Worldwide’s ‘Most Creative FMCG Campaign’.

– Brand experience on Texaco, DHL, Pampers, Carlsberg, Roche & Pepsi.

• Liesbeth Lenard _ Creative Director Lic. Marketing & Advertising, graduated Summa Cum Laude

MARKETING SOLUTIONS ‘R’ US

15

We build the solid platforms our clients' marketing efforts are based on.

Design designed to build sales

COMMUNICATION3: GRUPO dAdO

• Over4 years of growth in the Sureste.

16

ED’S TOTAL COMMUNICATION MANAGEMENT

1. Production of your communication material (cost +10%)2. All of your design: logos, coupons, signage, menus, etc.3. Design & advice on promotional support material4. Website & CD ROM design & supervision of production 5. E-mail campaign development & distribution supervision 6. Advertising concept development and production7. Corporate advertising (+ business to business)8. Communication strategy development 9. Consumer research design & supervision (cost +10%) 10. Media strategy development + supervision of plans/buying11. Marketing plan assistance & advice 12. Marketing issue analysis & conceptual solution creation13. Development of new product concepts

17

WHAT CLIENTS ARE SAYING ABOUT ED

• In explaining to his Finance Director why EINSTEIN dAdO is such a strong partner:

“EINSTEIN dAdO is the ham in ham & eggs -- totally committed to the job.

The chicken is merely involved!”El CoraZone investor & Grupo Caracol owner

Hans LuebbeClient since 2002

883-0905

18

EINSTEIN dAdO >>> WHAT’S IN A NAME?

• “Imagination is more important than knowledge”

- Einstein meant it’s not what you know, but how you use it.

- He said this to persuade closed-minded colleagues to think ‘outside the box’.

- Albert is an ‘icon’ for creative thinking: what ED is paid for!

- Now Albert’s our icon, too.

19

EINSTEIN dAdO >>> WHAT’S IN A NAME?

• ‘dAdO’? • At EINSTEIN dAdO es

“Dado que”…• Our strategies are creative,

always. - Our creative is strategic,

always.- You get ‘communication

cubed’!

20