Grow Mobility Measurement and Tracking Awareness September 2010

Transcription

1 Grow Mobility Measurement and Tracking Awareness September 2010

2 Cooperative Awareness Program Goals and Measurement 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 15%+ Aided Impact $22,739,903 in Consumer Purchasing Decisions Add Value to NMEDA & QAP Membership as a Consumer Discriminator Monthly Unique Visitors to the Website 2,705 Monthly Average Monthly Goa1: 5,800 69,600 Calendar Year $556,152 in Direct Sales Direct Impressions - People Aware of Advantages of Buyer from a Brick & Mortar Dealer 0 38,035,707 Expand Customer Base for Mobility Products Impressions to New Target 0 7,248,390 Impressions through Various Media Impact $29,539,012 in Consumer Purchasing Decisions Influence Consumer Behavior 0 362,419 (Factoring 20 Impressions on a Target to Influence Behavior) Positively Affect Influencers, Advocacy Groups PT/OT Research Study 2% Unaided Awareness 15% Aided Awareness 3.97%+ Unaided 16.75%+ Aided Impact $6,886,420 in Consumer Purchasing Decisions Page 2

3 Summary for September 2010 Media spend for September was $17,241 (vs. $17,361 for August) Did not place any print media, placed banner ads on 6 consumer and influencer websites, banners ads also ran on the Google affiliate network We are ramping back up in October for print, facebook and online Total number of online impressions - 5,176,421 Facebook fan site fans NMEDA Twitter - 1,619 followers & 516 tweets (increased from 1,328 followers & 396 tweets posted) 106 sponsored tweets were sent out that generated 767 click throughs, resources were inadvertently not utilized 114 blogs were created that generated 577 click throughs September yielded slightly fewer visits, but the bounce rate decreased by 7% Dealer locator visits increased by 225 Unique dealer locator visits increased by 85 Page 3

4 Website Visitor Numbers April May June July Aug. Sept. Oct. Nov. Dec. Total Visits to NMEDA.org 3,735 8,942 (+5,207) 9,423 (481+) 8,570 (-853) 8,405 (-165) 7,999 (-406) Unique Visits to NMEDA.org 2,508 7,151 (+4,643) 7,538 (387+) 6,763 (-775) 6,190 (-573) 6,086 (-104) Total Visits to Dealer Locator 3,825 7,358 (+3,533) 7,826 (468+) 7,414 (-412) 7,947 (533+) 8,172 (225+) Unique Visits to Dealer Locator 1,393 2,849 (+1,456) 3,101 (252+) 2,885 (-216) 3,103 (218+) 3,188 (85+) Page 4

5 Website Visitor Numbers Cost Per Unique Visitor Per Month May - $24.10 June - $21.89 July - $4.03 Aug - $2.80 Sept - $2.83 Total Click Throughs on NMEDA IPR Subcommittee s Websites Aug. Sept. Oct. Nov. Dec. Jan. Feb. M.C. Mobility Systems 27 visits 25 visits Mobility Works 118 visits 115 visits Ride-away 119 visits 108 visits Superior Van & Mobility 47 visits 44 visits 9 calls Page 5

6 Dealer Locator Click Throughs to Dealer Websites August Ride-Away Mobility Works HDS Vans & Mobility - 84 United Access - 48 Superior Vans & Mobility - 47 Ability Center - 46 Freewheel Mobility - 31 MC Mobility System - 27 Adaptive Driving Access - 25 Bussani Mobility - 25 AMS Vans - 23 Oneness Mobility Services - 22 September Mobility Works Ride-Away HDS Vans & Mobility - 56 Ability Center - 49 Superior Vans & Mobility - 44 Adaptive Driving Access - 35 American Mobility - 32 United Access - 32 Access Vans - 28 Bussani Mobility - 28 Oneness Mobility Services - 27 MC Mobility System - 25 Page 6

7 Dealer Locator Click Throughs May June July Aug. Sept. Oct. Nov. Dec. Number of Zip Code Searches on the Dealer Locator 3,902 4,847 4,611 4,820 5,137 Number of URL s that were Clicked Through 2,567 2,972 2,980 2,622 2,542 Number of Directions that were Clicked On Page 7

8 April May June July Aug Sept Average Time Spent on NMEDA.org 03:35 02:49 02:40 02:47 02:58 03:11 Time Peaks at 7 am and 10 pm Page 8

9 Geographic Tracking by Regions - USA From Sept. 1 - Sept. 30, 2010 New York City had the most visits LA had the 2nd most visits Atlanta had the 3rd most visits Breakdown by NMEDA Regions

10 Geographic Tracking by Regions - Canada From Sept 1 - Sept 30, 2010 Toronto had the most visits - 34 Kitchener had the 2nd most visits - 27 Sillery had the 3rd most visits - 26

11 Money Spent on Media Versus Increase of NMEDA Website Traffic $68,673 $67,897 $27,277 $17,361 17,241 Page 11

12 Actual May June July Aug. Sept Number of Print Impressions 2,253,511 2,864, Number of Online Impressions 4,518,606 5,668,805 5,069,421 3,629,541 5,176,241 Page 12

13 Number of Times Marketing Portal was Accessed May - 17, 14 unique visitors June - 21, 18 unique visitors July - 84, 65 unique visitors August - 42, 34 unique visitors September - 24, 18 unique visitors Number of Phone Calls Received on the Special Phone Number May - 4 June - 22 July - 6 August - 4 September - 7 Page 13

14 NMEDA Traffic Sources for September Search Engines are the leading source of traffic. Responsible for 53% of visits to site. Page 14

15 Top Traffic Sources & Key Words for September Page 15

16 Traffic from Search Engines Page 16

17 Traffic from Referring Sites Page 17

18 Google s Top 10 Search Keywords for NMEDA Page 18

19 Facebook Statistics for September 194 Fans 419 Visits 51 Monthly active users - 55% male/45% female Articles posted are now displayed on special interest groups (ie, special needs children) 28 People visited NMEDA s website from Facebook Page 19

20 Twitter Statistics 1,619 Followers in the Month of September, 516 tweets on twitter.com/nmedaorg (+291 followers) 106 Sponsored tweets went out in the Month of September, 767 clicks

21 NMEDA Blogs for September 114 Blogs were created, 577 clicks throughs & 21,018 blog views Blog Topics on Driving Safely: How to Properly Adjust Vehicle Mirrors h"p://wp.me/pvfjd 6k Accessible Vehicles: to Ask Before Buying h"p://wp.me/pvfjd 6g Tips on Buying a Used Accessible Van vs New h"p://wp.me/pvfjd 6b Accessibility Pros and Cons: Minivan vs Full Size Van h"p://wp.me/pvfjd 66 Basics: Buying an Inside Wheelchair LiM for a Van h"p://wp.me/pvfjd 60 Page 21

22 Directory Submissions To build backlinks to your website to make the site more popular we have submitted your website to directories. Here is an updated list of all directories submitted to currently Page

23 Recommendations and action items 1. Re-work some of the sites meta tags for better conversion. 2. Began Facebook advertising, in the first 4 days, we added 140 new fans. 3. Engage with people via Facebook - asking questions, taking polls, inquiries to customers about their experiences. 4. Begin new consumer website. 5. On the new website add in a way to search by product category on the dealer locator. 6. Launch consumer e-newsletter. 7. Create banner ads more lifestyle related and test for a week. 8. Roll out Call Internet Tracking for NMEDA IPR committee and Board. Page 23