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Outdoor Poster Campaign: Measuring ROI in Billboard Advertising
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Transcript of Outdoor Poster Campaign: Measuring ROI in Billboard Advertising
March, 2010
Outdoor Poster CampaignMeasuring ROI in Billboard Advertising
1. Honda Market Master Report Sales of certain models below expected in certain
area of assigned ASA (Area of Statistical Analysis) Models: Accord, Civic, Odyssey Area for improvement: Lehigh Valley, PA
2. High In-Sell from competing Honda
dealership In-Sell: Sales into another dealer’s ASA
Problems
Strategy: o 10 Posters,1 2-Week campaign (March & April)o Requested different panel locations in March and Aprilo Taking advantage of overlap posting time2
Target: o In-town drivers in areas of Easton, Bethlehem, & Allentown,
PA
Message: o Competitive lease pricing on Honda target models
1 Posters: 20-ft wide billboards located in urban & suburban areas2 Due to business relationship, each poster remains posted for an additional 14 days, on average
Solution: Outdoor Campaign
Poster Location Map & ExposureAverage Poster
DEC*: 12,530
Total Daily Views: 125,300
Total Campaign Views: 1.75 M(not including “bonus”
posting period)
* Daily Effective Circulation
Creative: Honda Civic
Creative: Honda Accord
Creative: Honda Odyssey
Auto Sales (March, 2010): Record month (New + Used)
Method – Post-Purchase Survey:n=68 surveys returned (189 cars sold in March, 36% response)
Purchasers indicating they came in because of posters:3 cars (4.41% of surveys)
Estimated portion of total sales: 189 sold x 4.41% = 8 cars3
3Limitations: Estimate does not take into account: - Service & Parts revenue attributable to posters - Outdoor ads as a subconscious branding & awareness tool (influencing future behavior) - Outdoor as one component of overall advertising causing purchase (not indicated on
surveys)
Campaign Response
Gross Profit:8 cars x $3,0004 = $24,000
Costs: $5,000 (10 Posters) + $693 (Production) = $5,693
Net Profit: $24,000 - $5,693 = $18,307322% Return (1-month return)
4Conservative estimate for average profit across new & used vehicles
Campaign Return