Final Program

Report
September 12, 2006
 Analysis Approach
To analyze the success of the StudioMOTO events, we
apply the Consumer Impact Model below.

Numbers
How many
consumers did
we impact?

Demographics Insights
Who are the How did we
consumers we impact the
impacted? consumer?
 Program Numbers
How many people did we impact?

Lifestyle Events
Over 10 Lifestyle events and 28 Lifestyle event days, we were able to
reach the following numbers:

Interactions [people that were engaged by a representative, took the

time to learn about products, involved themselves in

45,045 various activities, accepted collateral/premiums and/or

came within the footprint of the experience]

Intercepts [people that came by the exhibit and were

engaged by a representative about the

102,341 experience, includes street team ring tone

distribution]

Impressions
[people that physically saw the exhibit but
did not necessarily participate in the

921,000 experience]

Attendees
[all people attending the event]

1,236,852

*NOTE: Navy Pier event is not included in Lifestyle Event analysis

 Program Numbers
How many people did we impact?
Lifestyle Events
• We made an impression on 75% of all Lifestyle Event attendees.
• The chart below depicts average event attendance per day versus average event
impressions per event day.

Avg Daily Impressions Avg Daily Attendance

100,000

80,000

60,000

40,000

20,000

0
TOPS Rib
Trenton
Cook-Off Wakarusa
Festival Lincoln Park
B96 Summer
Summerfest Chicago Fire
Bash Boston
Summer
Harborfest US Open,
Jamz Street Scene
Surfing

Attendance & Impressions

 Program Numbers
How many people did we impact?
Lifestyle Events
• We were able to interact with 44% of the consumers we intercepted.
• The chart below depicts average event intercepts per day versus average event
interactions per event day.
Avg Daily Interactions Avg Daily Intercepts

10,000

8,000

6,000

4,000

2,000

0
TOPS Rib
Trenton
Cook-Off Wakarusa
Festival Lincoln Park
B96 Summer
Summerfest Chicago Fire
Bash Boston
Summer
Harborfest US Open,
Jamz Street Scene
Surfing

Intercepts & Interactions

 Consumer Analysis
Who did we impact?

• We impacted an even mix of males and females who were

primarily in the 19-24 and 25-35 age groups (Motorola’s target
age demographic).
Demographic - Age Demographic - Gender
4%
15%
19%
under 13
17% 14-18 49% 51%
19-24
25-35
35-50
22% 50+

23% Male Female

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 Consumer Engagement
How did we impact the consumer?
• Consumers completed surveys following their StudioMOTO experience and rated
Motorola much higher than competing phones, with an average consumer rating
of 8.25. The next highest rating was a 6.8 (Sony Ericsson).

Consume r Rating by Brand

Sony
LG Motorola Nokia Samsung Ericsson
N Valid 95 116 109 105 99
Mean 5.96 8.25 6.10 6.68 6.80

We are 98% confident

that consumer ratings
are statically significant
(not a result of chance)*

*Derived from Chi Square

tests and reciprocals of p-
Values for percentages.

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 Consumer Engagement
How did we impact the consumer?
• Below we look at the same ratings, but do not include those consumers who were
current Motorola users. Again we see that Motorola is rated the highest among all
brands.
Non-M otorola Use rs - Rating by Brand

LG Motorola Nokia Samsung Sony Ericsson

N Valid 51 56 55 53 48
Mean 6.2549 7.9643 6.1455 7.1887 6.7083

We are 98% confident

that consumer ratings
are statically significant
(not a result of chance)*

*Derived from Chi Square

tests and reciprocals of p-
Values for percentages.

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 Motorola vs. Other Brands
Many non-Motorola consumers left the event
ready to purchase a Motorola phone.
• Through surveys conducted with consumers following their
StudioMOTO experience, we found that 66% of non-Motorola users
were willing to try another brand.
• Of those consumers willing to try another brand, 45% specifically said
they would consider purchasing a Motorola phone.
• Together, these two findings say that 30% of non-Motorola users
would consider a purchase after visiting the StudioMOTO experience.

Would you consider another brand? What brand would you consider?

100%
100%
80%
80% “Yes”
Yes 60%
60%
66% 45%
40%
40% 30%
No 25%
20%
20% 34%
0%
0% Motorola Other Not Sure

Note: Responses were unaided

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 ROI
Road Impressions
• In addition to on-site impressions, there were also impressions
made while the StudioMOTO vehicle was traveling between
events.
• Using the model below, we estimate that an additional 324,696
impressions were made.

*Sources for model: www.oaaa.org, http://www.millenniumads.net, http://cpmcal.com/

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 ROI
We estimate that within 2 years Motorola’s Average Gross Margin will
exceed the total program cost by 134%.

Impressions/
Awareness

Motorola
Consideration

Motorola
Purchase

Pay Out Summary

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