Compare Net Income from Three Different Promotional Campaign Types
This model compares three different types of promotion programs over a 180 day period for a restaurant. The three types of marketing campaign compared are:
- Value Pack mailers offering a free dessert or appetizer with the purchase of two entrées;
- Buying Radio Ads for a month; or,
- Hiring a firm for website promotion through Search Engine Optimization (SEO).
The net income (gross income less program costs) is used to compare the three campaigns. A cloned container is used to calculate the increased profit from each new customer for all three campaigns. The use of a cloned container provide equivalent per customer profit calculations to facilitate comparison between the campaign types.