ROI study illuminates opportunity to increase efficiency of media mix and optimize ROI for leading automotive manufacturer...

Mandate Objectives/Purpose:

To determine:

• Overall campaign effectiveness
• Bottom-line ROI
• Media efficiency
• Message relevance
• Impact on overall brand health

Background:

A leading Automotive Manufacturer ran a national, highly tactical multi-media, incentive-based campaign to generate additional sales during a traditional non-peak selling period.

Challenge:
 
Longwoods International was hired to determine overall campaign effectiveness, including: bottom-line ROI, media efficiency, message relevance and overall brand health.

Results:

Although the message communication was clear, there were a number of "Hot Buttons" uncovered leading to strategic insight for future tactical campaigns. While the campaign achieved high awareness levels, the results concluded that there was an opportunity to increase the efficiency of the media mix, and optimize spend levels which would positively affect future yield/ROI from this type of promotion.