Measurement and Tracking Awareness June 2011

Transcription

1 Measurement and Tracking Awareness June

2 Cooperative Awareness Program Goals and Measurement The below goals were based on a initial budget of $547,572, actual media spend was $418,483. OBJECTIVES MEASUREMENT BASELINE July June 2011 GOALS July June 2011 VALUE IMPACT Increase Consumer Awareness for NMEDA & QAP Brands Consumer Research Survey Unaided Awareness 0% Aided Awareness 9% 3.3%+ Unaided Remained the same 15%+ Aided Remained the same Impact $22,739,903 in Consumer Purchasing Decisions $23,739,903 Add Value to NMEDA & QAP Membership as a Consumer Discriminator Monthly Unique Visitors to the Website 2,705 Monthly Average Monthly Goa1: 5, months - 8,131 69,600 Calendar Year 12 months - 97,583 $556,152 in Direct Sales $1,649,143 projected Direct Impressions - People Aware of Advantages of Buying from a Brick & Mortar Dealer 0 38,035,707 27,925,627 Expand Customer Base for Mobility Products Impressions to New Target 0 7,248,390 Impressions through Various Media 6,397,675 Impressions Impact $29,539,012 in Consumer Purchasing Decisions $26,121,067 Influence Consumer Behavior 0 362,419 (Factoring 20 Impressions on a Target to Influence Behavior) 319,883 Positively Affect Influencers, Advocacy Groups PT/OT Research Study 2% Unaided Awareness 15% Aided Awareness 3.97%+ Unaided Remained the same 16.75%+ Aided Remained the same Impact $6,886,420 in Consumer Purchasing Decisions 2 2

3 Summary for June 2011 Media spend for June was $17,000 $ (vs. $35,954 for May) Placed print media, banner ads on 10 consumer and influencer websites, banners ads also ran on the Google, Bing & Yahoo affiliate networks and Facebook. Last month is was 20 websites. Total number of online impressions - 2,947,483, there were no print impressions. Last month s total was 3,874,935 Facebook fan site - 2,616 (was 2,098, in May) 154 fans clicked from Facebook to the website NMEDA Twitter - 4,996 followers & 1,352 tweets (+469 followers) 120 people from Twitter visited the website 221 Sponsored tweets, generated 561clicks through to the articles 10 blogs were created and posted on Facebook and nmeda.com, we did not do the sponsored blogs marketing webinar scheduled for July 18 and 21 at 1 pm Eastern. 3 3

4 4 Website Visitor Numbers 5,067 (-143) 10,827 (-65) 9,788 (-1,473) 11,778 (-2,064) May 5,210 (+466) 10,892 (+407) 11,261 (+1,275) 13,842 (+1,194) April 4,618 (-449) 10,117 (-710) 9,457 (-331) 11,392 (-386) June 4,744 (+1,528) 10,485 (+2,986) 9,986 (+1,159) 12,648 (+1.164) Mar. 3,216 (-64) 7,499 (-919) 8,827 (+1,327) 11,484 (+1,307) Feb. 2,642 (-1,651) 6,344 (-2,972) 5,921 (-826) 7,903 (-806) Dec. 3,221 (118+) 8,362 (415+) 6,086 (-45) 7,999 (-406) Sept. 5,457 (+2,236) 12,090 (+3,728) 8,932 (+2,846) 11,341 (+3,342) Oct. 3,280 (+638) 4,293 (-1,164) 3,103 (218+) 2,885 (-216) 3,101 (252+) 1,393 Unique Visits to Dealer Locator 8,418 (+2,074) 9,316 (-2,774) 7,947 (533+) 7,414 (-412) 7,826 (468+) 3,825 Total Visits to Dealer Locator 7,500 (+1,579) 6,747 (2,185) 6,131 (-816) 6,947 (-541) 7,488 (358+) 2,508 Unique Visits 10,177 (+2,274) 8,709 (2,632) 8,405 (-448) 8,853 (-575) 9,428 (486+) 3,735 Total Visits Jan. Nov. Aug. July June April Base 4

5 Website Visitor Numbers Average Cost Per Customer May - $9.33 Nov - $4.02 May - $3.32 June - $8.67 Dec - $5.55 June - $1.68 July - $3.65 Jan - $4.16 Aug - $2.18 Feb - $6.61 Sept - $2.06 Mar - $4.01 Oct - $4.62 Apr - $4.96 Total Click Throughs on NMEDA IPR Subcommittee s Websites Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June Ability Center 49 visits 47 visits 65 visits 44 visits 48 visits 31 calls 36 visits 28 calls 44 visits 16 calls 57 visits 38 visits 29 visits M.C. Mobility Systems 25 visits 18 visits 17 visits 7 visits 27 visits 13 visits 22 visits 20 visits 25 visits 14 visits Mobility Works 115 visits 47 visits 97 visits 42 calls 54 visits 44 calls 104 visits 53 calls 71 visits 110 visits 116 visits 72 visits 89 visits Rideaway 108 visits 134 visits 90 visits 81 visits 93 visits 99 visits 112 visits 91 visits 74 visits 55 visits Superior Van & Mobility 44 visits 18 calls 48 visits 41 calls 36 visits 23 calls 27 visits 20 calls 38 visits 15 calls 25 visits 15 calls 43 visits 27 calls 36 visits 31 visits 32 visits 5 5

6 Dealer Locator Click Throughs to Dealer Websites April Mobility Works Ride-Away - 91 Ability Center - 57 United Access - 38 HDS Vans & Mobility - 38 Superior Van & Mobility - 36 Oneness Mobility Services - 31 Access Options, Inc ADM Mobility Solutions, Inc.- 26 Freewheel Mobility - 26 Specialty Vehicles of Central Fl, Inc Nor-Cal Mobility, Inc American Mobility, Inc May Ride-Away 74 Mobility Works 72 United Access - 48 Ability Center 38 HDS Vans & Mobility 34 Superior Van & Mobility 31 Freewheel Mobility - 31 Advanced Mobility Systems - 27 Carolina Mobility Sales - 26 M.C. Mobility Systems - 25 Performance Mobility - 24 Nor-Cal Mobility - 19 Kino Mobility - 18 June Mobility Works - 89 Ride-Away - 55 United Access - 34 Superior Van & Mobility - 32 HDS Vans & Mobility - 30 Advanced Mobility - 30 Ability Center - 29 Auto Mobility Sales - 22 Freewheel Mobility - 22 Carolina Mobility Sales - 22 Nor-Cal Mobility - 19 Mountain Adaptive - 18 Performance Mobility

7 Dealer Locator Click Throughs June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April May June Number of Zip Code Searches on the Dealer Locator 4,847 4,611 4,820 5,137 9,779 4,599 3,762 4,994 4,001 5,093 3,329 3,016 2,517 Number of URL s that were Clicked Through 2,972 2,980 2,622 2,542 2,729 2,105 1,643 2,459 2,031 2,360 1,471 2,130 1,766 Number of Directions that were Clicked On

8 Average Time Spent on NMEDA.com April May June July Aug Sept Average Time Spent on NMEDA.com 03:35 02:49 02:40 02:47 02:58 03:11 Oct Nov Dec Jan Feb Mar Apr 02:37 02:44 02:57 03:13 2:21 2:23 2:07 May June 2:16 2:14 8 8

9 Geographic Tracking by Regions - USA Geographic Tracking by Regions - USA From June 1-30, 2011 New York City had the most visits Chicago had the 2nd most visits Los Angeles had the 3rd most visits

10 Geographic Tracking by Regions - Canada Geographic Tracking by Regions - Canada From June 1-30, 2011 Toronto had the most visits Edmonton had the 3rd most visits - 64 Ottawa had the 2nd most visits

11 Money Spent on Media versus NMEDA Website Traffic $68,673 $67,897 $27,027 $17,361 $17,241 $55,903 $37,498 $35,219 $34,983 $49,580 $42,117 $54,100 $35,954 $17,

12 Print & Online Impressions Actual May June July Aug Sept Oct Number of Print Impressions 2,253,511 2,864, ,725 2,293,222 Number of Online Impressions 4,518,606 5,668,805 1,904,670 1,192, ,595 3,851,341 Actual Nov Dec Jan Feb Mar April Number of Print Impressions 729, ,393 1,623,042 1,497,910 1,342,424 1,821,639 Number of Online Impressions 2,993,122 3,232,783 2,639,786 3,689,001 3,641,163 4,198,516 Actual May June July Aug Sept Oct Number of Print Impressions 977,516 0 Number of Online Impressions 2,897,419 2,947,

13 Member Visitors & Unique # Phone Calls Number of Times Marketing Portal was Accessed June - 21, 18 unique visitors July - 84, 65 unique visitors August - 42, 34 unique visitors September - 24, 18 unique visitors October - 29, 21 unique visitors November - 33, 22 unique visitors December - 12, 7 unique visitors January - 28, 24 unique visitors February - 41, 30 unique visitors March - 36, 27 unique visitors April - 27, 15 unique visitors May - 9, 6 unique visitors June - 10, 8 unique visitors Number of Phone Calls Received on the Special Phone Number June - 22 July - 6 August - 4 September - 7 October - 12 November - 9 December - 6 January - 11 February - 98 March - 83 April - 79 May June

14 NMEDA Traffic Sources for June Referring Site Detail - Bounce 47.24% Braunability.com Facebook 154 Gmmobility.com 111 Twitter.com Others - 1,731 Search Engine Detail - Bounce 55.52% Google.com (paid) - 5,108 Google.com (non-paid) 1,468 Bing.com Yahoo.com Others

15 Website Traffic Sources April 2011 May 2011 June 2011 July 2011 Aug Sept Oct Nov Dec Direct Visits 2, % 2, % 1, % Referral Sites 4, % 3, % 2, % Search Engine Non-Paid 2, % 1, % 1, % Search Engine Paid 4, % 4, % 5, % 15 15

16 Top Traffic Sources & Keywords for June Between Paid and Organic search, Google still brings in the most traffic - 6,576 Braun remains the top referral site bringing in 402 visits

17 Top 10 Search Keywords 17 17

18 Home Page Traffic Summary Most home page visits originate from outside the website and 55.12% of those visitors go on to other pages within the site, most to Locate a Dealer (44.92%) or What to Buy (7.93%)

19 Locate a Dealer Traffic Summary From Locate a Dealer page 35.34% of visitors generally exit the site, primarily due to the fact that the search is generated on the same url/page as the initial search

20 Top 5 Visited Pages for May Total visits to the locate a dealer page should be 10,117 between both websites. The dealer location has been removed on the members site and a re-direct has been added to send people to the consumer site

21 Traffic from Referring Sites Twitter and Facebook are in the top 5 for referring sites

22 #1 Listed & Newly Listed Keywords for NMEDA These are the keywords with the biggest position change

23 Facebook Statistics for June Facebook fan site - 2,616 27,827 Post Views from Fans and Non-Fans 1,545 Monthly Active Users 1,029 Total Likes 154 Click-throughs to the Home Page 23 23

24 Twitter Statistics for June 4,996 followers, 1,352 tweets on twitter.com/nmedacom (+469 followers) 221 Sponsored tweets, generated 564 clicks 24 24

25 NMEDA Blogs for June 10 blogs were approved and posted, did not participate in sponsored blogs this month. Dead Battery? No need to Open the Hood Summer Driving Tips How to Shave Costs when Renting a Vehicle How to Save on Car Maint. What s on Your Bucket List? EPA Unveils New Fuel Economy Labels How to Find the Right Price for Adaptive Equipment Is it Past Time to Have Your Van s Lift of Ramp Serviced? Tips to Help Get Your Van or Adaptive Equipment Funded What to Look for In Wheelchair Lift 25 25

26 Action Items SEO 1. Continue adding title and meta tags to all new blog posts 2. Creatively find new ways to build additional interior links for better conversion rates. 3. Create additional interior links Linkbuilding 1. Continue directory submissions and social bookmarking 2. Manual link requests 3. Blog commenting 4. Continue building social links via Twitter and Facebook Work towards new goals for 2011/