In our last video, we discussed how to present your campaign results. Now, let's put ourselves in the shoes of the team that manages the marketing efforts for Calla & Ivy. Imra, the owner, wants us to give her an overview of the last campaign, which was a big holiday campaign. Our marketing plan pre-holiday season, was to encourage people to sign up for subscriptions, rather than come in for one of sales. Having a subscription would make buying bouquets for the holidays cheaper in the long run, and easier. Those with subscriptions also get guaranteed one-day delivery and they get access to the online classes Imra offers, customers can sign up with an initial fee of $50. Even if the opt out after one month, we still get a month's worth of revenue. Though most subscribers stay on for longer. Imra had talked with us about the goals of the campaign upfront, but Imra let us run with it and now wants to hear about what happens. Let's build a slide deck for our presentation. These days there are a few different software programs you can use to create your presentation, but we're going to use Google Slides. In order to look professional, we're going to use our branded Calla & Ivy template, which includes the brand's color palette, phones we use in our marketing and a logo at the bottom. First, we'll put together a slide with our goals. While Imra already knows this goal, in order to set the foundation for our presentation, we'll go over it again. The goal we wanted to achieve was 200 new subscribers during October and November. Next, we'll create a slide that includes our campaign objective. Because our goal is to have people purchase a subscription, our objective will be generating conversions. We can talk a little bit about what that means, and how we define a conversion, in this case, the purchase of a subscription. On our next slide, we'll mention the KPIs we want to track, because we learn about our results through those KPIs. For this campaign, we want to track actual purchases or subscriptions, which happen through our website or through the app. Anticipating Imra's question of how we can actually measure this, we can mention how we have the Facebook pixel installed on the website, and the SDK is integrated in the app and how that will help us track. If someone purchases something, it will report back to the Facebook platform. These purchases will appear in our ads manager account. Now we'll talk about the ads manager campaign we setup. Imra doesn't need to know every detail we set, but a higher level view will be enough. First we show Imra the creative we used. We can tell her that we had these two different beautiful ads and that we decided to start to run the campaign with both ads. We used A/B testing to evaluate which of these images was best. Then we explain who the target audience was for our campaign. We used a core audience and these are the main characteristics. Finally, we show what platforms we ran the campaign on. In this case, both Facebook and Instagram, when we ran it, and how much we spend on it. Finally, we get to the meat of our presentation, how our campaign did, and the insights we discovered. First, we'll start with a summary slide of our results. We want to include the KPIs again, the cost, the results, and return on ads spent. We gained a 150 new subscribers. We didn't quite hit our target of 200. But by taking a closer look at the revenue generated and the return on ads spent, we can further assess whether we're happy with results for the $1,000 we spent. For ROAS, we look at the amount of revenue generated based on the amount we spend. We realized an initial $7,500 from our sign-ups or a 150 times $50 for each subscription. That would be a ROAS of 7.5. Since subscribers tend to stay on, we'll add in the expected lifetime value as well. This will give us an extra perspective on whether this campaign was successful. After all, people who subscribe are probably going to stay with us longer than just that initial month. Let's assume that they stay with us for six months on average. The expected LTV of a customer is $300. Our return from this ad campaign would actually be a 150 times $300 or $45,000. With a campaign costs of a $1,000, this would actually mean a ROAS of 45. After this data summary, it's important to tell the full story of our campaign and highlight any other findings. We have a few things to highlight. First, we'll add a graph of our actual daily subscriptions to show that most of them happens during the month of November. This is an important finding. Maybe the closer we get to the holidays, the higher the probability people will actually buy. In the next campaign, we may want to distribute our budget differently over the months. We also want to show that we discovered most of the subscriptions came from women between 35 and 44, another insight that can help us to adjust the targeting of future campaigns. We also learned in our A/B test that an image with a person who receives flowers performs better for this campaign than an image featuring only the flower bouquet. While we realized that this may not be the case for all campaigns, we now know that if we continue to advertise the subscription, this image is probably the better choice. Finally, we'll wrap up with some ways to iterate on our campaigns for the future, including; targeting the demographic that gave us the most subscriptions, women between 35 and 44, concentrating ads during the month of November, and further iterating on ads that feature women receiving flowers. Of course, it's also a good idea to keep seeking out ways to reduce our cost of conversion, so we can reach our ambitious goals in our next campaign. That's all we need for presenting to Imra. Our slide deck is simple, easy to understand, and comprehensive. In our next lesson, we'll learn a bit more about how to visualize the data and techniques on how to give a presentation.
