How to Track the Effectiveness of Your Print Marketing
Measuring the effectiveness of your print marketing may seem like a difficult task. However, with the emergence of new technologies, it couldn't be easier to track and measure the return on investment (ROI) of your offline marketing campaigns.
Read on to discover our favourite techniques for measuring the performance of your print marketing.
1. Ask your customers how they found out about your business.
One of the oldest methods of tracking how effective your print marketing is is to ask your customers. How did they hear about your business? Through your print marketing? A quick Google search? Or word of mouth?
You could find this out by:
- Sending them a research survey via email.
- Asking them when they checkout.
- Give them a quick phone call and ask them directly.
Top Tip: A great way of encouraging your clients to provide you with feedback is by offering an incentive. This could be anything from offering them a discount to sending them a small corporate gift as a thank you.
2. Use Voucher Tracking.
Voucher tracking is arguably the most effective way for shops and restaurants to measure the return on investment (ROI) of their offline marketing.
Creating vouchers and coupons to hand out in your local neighbourhood, or to give to people who visit your business, is a great way to increase your sales and track your successes. After all, who can resist a great deal?
Although vouchers don't tell you how many impressions your campaign received, they will allow you to uncover how many people placed an order, as a result of your marketing activities.
3. Create Landing Pages for your Print Marketing Campaign.
Creating purpose-built landing pages for your offline campaigns is a great way to uncover how many people responded to your advertisements.
On your landing page, you could include more information about your services, a link to buy a specific product, or a free download to generate leads.
Top Tip: Always use a short, customised URL or QR code when linking to your landing page. This will ensure it's simple for your prospects to access it.
You can use Google Analytics (or similar) to measure traffic, conversions and to see how many people visited your page after reading your ad.
4. Create a Branded Hashtag to Track How Effective your Print is.
If your goal is brand awareness, creating business-related hashtags is a great way to get your prospects to talk about your brand online.
Using your print marketing to encourage your prospects to add your branded hashtags to their posts is a great way to increase your brand awareness.
Counting the number of social media posts with your branded hashtag can help you determine the success of your print marketing campaign.
5. Use Discount Codes.
One of the most effective ways to track sales from print advertising is to use discount codes.
Promotional codes are ideal for use on flyers, direct mail campaigns and even posters. Offering a great incentive (e.g a time-restricted offer or discount) and encouraging your target audience to use them at checkout will help you find out exactly how many people made a purchase from your campaign.
Top Tip: Use a different code for every campaign and media type. This will help you distinguish which of your campaigns was the most successful.
6. Use Printed QR Codes.
A QR code is a barcode that can be scanned by a mobile device and can take your prospects to a relevant landing page.
QR Codes are particularly suited to posters but also work well on flyers, leaflets and postcards.
You can get your QR code to open your website, social media pages, contact forms or make a phone call. Recording the number of times your QR code is scanned can help you uncover how effective your print marketing campaign has been.
7. Include Fill-in Forms in your Print Marketing.
Although a more traditional approach, fill-in forms are a great way to track enquiries from your offline marketing activities. These are useful for gaining information when dealing with customers offline.
They are perfect if your target audience prefers not to order online or for use in person at an event.
Find Out More
Planning your print marketing campaigns is simple and straightforward and can offer a fantastic return on investment for your company.
To find out more about how print marketing could work for you, don't hesitate to contact us by calling 0116 259 9955 or email email@example.com. We're always ready to get the conversation started.
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