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