Sample Campaign Performance Review Presentation

EXAMPLE: Campaign Expectations… What you told us Campaign: Act your age. Look like the age you tell people. Campaign goals: Attract more women 40+ who are interested in cosmetic surgery Grow business from women 25-54 with multiple spa services Grow massage business in McLean [Set up presentation with expectations discussed previously] Before we discuss the results of your campaign, let’s go over what you told us when we set expectations about your campaign. Your campaign was designed to reach Lisa, the busy local mom to highlight the benefits of a minivan. Your goals were to increase traffic to your website, pinegarchevrolet.com, increase leads of minivan shoppers, and increase sales for minivans. 2

EXAMPLE: How we’ve reached Mary Mary is a 40 year old woman who has a household income of $125,000 She spends significant time online searching for articles related to health and wellness Mary is considering cosmetic surgery McLean Medical Spa FPO Users like Mary in the McLean area have seen your ad 750,412 times in the past month 549 users like Mary responded directly to your message for more information about your services CTR: .07%

EXAMPLE: Next steps Event was a success; leverage your new customer base with loyalty program Send email blast to all new customers gained at Spa-Lidays event highlighting loyalty program with a 10% coupon. Introduce Spa Services campaign for March & April Idea: Rest. Relax. Rejuvinate Offer special discount for purchasing multiple spa services at one time Goal: Increase spa service from 25-54 year olds Creative: Showcase multiple services (facial, massage, pedicure) Consider how to capitalize on bridal parties in the summer [Establish yourself as an consultant] My goal as your multi media consultant is to get you the best results possible, so I’ve been studying your campaign and the results and have some recommendations on how to better increase your response. I recommend continuing to reach Lisa, the busy mom, one more month, but to make some minor adjustments. I’ve brought out the suggested creative for us to review. [Include all next steps including changes and any big ideas you have for the next campaign. Have creative ready with those changes to get approved while there] First, we need to localize the ad so it distinguishes itself from national ads. It’s important users like Lisa understand you’re a local auto dealer and where you’re located. I’d also like to shift the message of the campaign to focus on memories made as a family. We talked last time about how moms are emotional buyers and I’d like to show you the suggested creative we can use to focus more on the emotional side of Lisa. We will still focus on the Traverse, but place a family in the creative As you can see, the headline now says “With cargo so precious, only 5 stars will do.” I’d also like to suggest rewarding the busy mom for coming in for a test drive. You mentioned that if you can get moms on the lot, you’re conversion rate is very high, so what about partnering with the spa across the street and giving away a free 30 minute massage with every test drive? How do you feel about these changes? Great, let’s get this campaign started on Monday of next week. [Discuss the next change, whether it’s a change in audience or a new idea for the season… get the advertisers buy in so you can start working on the future campaign] Also, I want to briefly talk about what’s coming in January. Let’s take advantage of the truck specials you’ll be having on your lot and focus on Gary, the local 35-54 year old male. We know Gary is interested in sports, hunting and the outdoors and he works hard for his family, so he needs a truck that works hard for him. What do you think about a “dirty truck” campaign? We could have local men bring in their dirty truck. While they take out the new truck on a test drive, we’ll clean their dirty truck for them. Great, I’ll get started on creative so we can meet in a couple weeks to get that approved so we’re all set for January. 4