Alicia is the owner-operator of Cool Beans, a local coffee shop. For the past year, Cool Beans sold 228,000 drinks at an average price of $2.61 per serving. Her average variable cost per serving was $1.05. Currently, she has been using local TV and newspapers to generate interest and awareness at a cost of $125,000 per year. She recently contacted Brushfire Social Media and they estimated they could reach the same number of people in her community with a social media budget at half the cost, though it would require an additional one-time investment of $12,000 in their website and social platforms. As an additional option, Brushfire suggested a separate promotional campaign that would offer a $1 discount to any person who likes their social media page. Brushfire estimates that Cool Beans would sell an additional 7,200 cups with this discount and this new campaign would cost $2,500.

CALCULATED VARIABLES: pmargin = $0.56 MROI = 4.208 (420.8%) savings = $50,500

What is the total lift (margin $) for the promotional campaign?