Campaign Report: Feb 21 – May 1,2013 Client: BERNINA Campaign: Hop Into Savings Date Prepared: May 18, 2013 Prepared By: I. Leitis

•  Continue email database development

•  Continue building Facebook likes & Twitter followers

•  Continue development on Sewing, crafting and audience

Campaign Goals

Creative

Campaign Statistics

•  68,621 unique visitors (total response)

•  19,069 purl visitors (PURL response)

•  49,552 from share and other (social response)

•  23,542 Opt-ins 34.31% (standard programs 30% +)

•  5,600 Shares 23.79% (standard programs 30% +)

•  11,509 Coupons downloaded

Results Notes

Google Audience

•  Google indicates 71,315 visits

•  36,721 unique visitors (indicating many returning visitors)

•  51.49% new visitors

•  735, 638 page views (extensive branding opportunity)

•  10.32 pages per visit (unexplained)

Google Audience

Location

!Funnel page 1/2!

Google Funnel

!Funnel page 2/2!!

Google Funnel Contd.

Keep in mind Socialmc2 tracks unique visitors based on email, while Google tracks visits. Google tracking is inclusive of duplicate entries. Note, 17,275 of the conversions are by NEW email addresses not formerly known to Bernina Canada. Note the total size of the Bernina Canada list is 36,334. Noting 23,542 email opt-ins and the standard value of $6.00 per name translates into a $141,252 value. Additionally 17,275 email address valued at $103,650, including the new email opt ins. *NOTE – in addition we acquired 1636 Ballots of which 1,200 are new to our list. 70.48% are completing the process.

Funnel Notes

Google Content

Traffic Results

Generations Summary

Date   Sent   Opened   Opened  %  February  21,  2013   23,118   12,151   53.46%  March  7,  2013   22,914   10,700   48.27%  March  28,  2013   22,739   6,162   18.05%  April  16,  2013   22,417   5,196   23.40%  April  26,  2013   27,950   9,220   24.69%  

Total   91,118   34,209   35.57%  

BERNINA Canada Email Statistics

Dealer   Date   Sent   Opened   Opened  %   Click   Click  %  Academy  of  Fine  Sewing   March  21,  2013   529   315   59.77%   119   46.89%  

    April  11,  2013   525   223   42.97%   47   25.44%  A  Sewing  SensaGon   April  9,  2013   2,038   294   14.97%   101   40.54%  

    April  23,  2013   2,011   761   38.15%   157   23.22%  Cindy-­‐rella's  Sewing   March  21,  2013   414   287   73.40%   142   62.96%  

    April  11,  2013   396   224   57.58%   62   37.14%  CreekBank  Sewing   March  21,  2013   131   113   87.60%   54   66.67%  

    April  11,  2013   128   78   61.42%   19   32.69%  Joy  Quilts   March  21,  2013   312   198   66.44%   84   51.91%  

    April  11,  2013   304   160   53.69%   57   41.44%  My  Sewing  Room   April  2,  2013   7,189   2,671   37.76%   1,077   45.45%  

    April  16,  2013   7,081   2,576   36.67%   602   26.63%  Oakville  Sewing  Centre   March  21,  2013   1,837   807   44.29%   324   46.93%  

    April  11,  2013   1,824   717   39.50%   158   23.11%  Quilt  A  Bag   March  21,  2013   301   183   61.82%   87   55.91%  

    April  11,  2013   297   113   38.57%   28   28.89%  Shirley's  Sewing  Room   March  21,  2013   433   293   69.76%   175   65.52%  

    April  11,  2013   424   204   49.04%   76   47.01%  Total       26,174   10,217   51.84%   3,369   42.69%  

BERNINA DealersEmail Statistics

Sharing Vehicles

Coupons

•  A total of 1,636 were imported from Ballots!

•  436 were existing emails!

•  A total of 1,200 new clients!!

Ballots

Survey Results

Survey Results Contd.

Survey Results Contd.

Survey Results Contd.

The next program we would recommend that we attempt to get some additional data from those that engage in the program. It’s clear we have engagement of sewers and quilters interested in home décor. Email marketing plans should include information and offers that surround sewing, quilting, embroidery and home décor which corresponds to the previous campaign.

Survey Says

Facebook Likes (New: 3300)

Twitter Followers (New: 113)

1)  Twitter Followers + 113 ($339 Value)*

2)  Facebook LIKES + 3300 ($12,144 Value)*

3)  Email + Unique + Ballots + 18,475 ($ 110,850 Value)*

*Argyle Social tracks conversions generated from owned social media properties. We’ve found that the average value of a Twitter follower for our customers is $3.00 per year, a Facebook fan is $3.68 and social impressions are $0.01. **As a guide we provide the following formula: An email address is valued at approx. $6.00, an opened email $0.30 and a click through is valued at approx. $1.50

Observations

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