How To Track The ROI For Your Flyers & Posters
How To Track The ROI For Your Flyers & Posters
How To
Track The ROI For Your Flyers & Posters
Flyers and posters are very cost-effective
forms of advertising and increasing awareness for your business. Using printed
material for promotion offers you a great return on your investment, however
it’s not always so easy to calculate the exact value. In order to optimize your
print campaigns and gain insights from your marketing efforts, you have to
track your flyers and posters.
To measure and then improve your ROI, you’ll
need a clear direct response for your printed flyers and posters. Therefore,
you have to include at least one call-to-action which tells your customers what
to do next and gives you a response that you can track. The action and the form
of contact between your business and your customers will vary between different
types of business or even campaigns. You will have to decide what’s best for
your target audience.
Here we will discuss several tactics for
measuring the reach of your print advertising material. Learn how to harness
the economic power of printed flyers and posters combined with tracking your
ROI!
Quick introduction to measuring your response
rate
The key to successful tracking is defining an
ideal result – when your customers view your flyer or poster, what do you want
them to do? Usually, this takes the form of a call to action: “Order now!”
Following this, you can measure how successful responses are from inquiries and
lead generation to orders or purchases. Your basic metric is the response rate,
the percentage of potential customers from your campaign’s total target
audience who react to your printed item. Individual responses can vary, but to
give an incentive to produce the ideal result such as an order or purchase, you
can leverage discounts and offers.
How to track your flyers & posters to maximize
your return on investment
You can use the following measures and
methods to increase the response rate for your printed promotional material.
Some are more suited for posters, while others might work best with flyers.
Keep your target audience and ideal response in mind to determine what works
best for your campaign.
Coupons and vouchers
A printed flyer is a perfect opportunity for
a coupon or voucher with which your customers can receive a discount, a freebie
or any other kind of deal. It works particularly well for walk-in customers at
businesses like stores or restaurants. You can track different areas with
varying coupon codes or simply coluors, or you poll your customers to find out
which area they came from. That way you gain insight into where your flyer
distribution yielded which response rate. Consolidate the information you
collect with existing customer data where possible. As for discount rates, do a
quick competitor analysis and be aware that most people don’t act on a 10%
coupon unless they were going to get an item anyway. When relying on a deal to
increase business, make it at least 15%.
QR Codes
A QR code is particularly well-suited for
posters so your audience can interact with them on the spot, but it works on
flyers as well. You can set a QR code to do an array of things when scanned:
open a website, open your business page (on Facebook, Yelp, Foursquare or
Google), make a phone call, send an e-mail. Make sure to specifically track
responses via a URL referer, extension number or email address. If your
campaign covers a large area, think about breaking it up and targeting specific
neighbourhoods with individual codes.
Promotional codes
The promo code is ideal for flyers, but you
can use it on posters as well if you make it short and memorable. The principle
is identical to a physical voucher or coupon: offer customers an incentive to
take action now and profit from a limited deal or discount. When a customer
uses a code on your website or for placing a phone order, you’ll know they are
responding to your printed advertising. Again, make sure to gain detailed
insight by using different codes for different media: one for posters, one for
flyers, one for display ads – or segment your distribution area.
Run a sub-domain or landing page
Sometimes you don’t want to offer a discount
or perhaps a promotional code is not suited for your business. You can still
track your print advertising in these cases by using a sub-domain or dedicated
landing page. Instead of simply including your regular website on your flyer or
poster, point your audience to a subdomain like this:
http://subdomain.business.web/ or to a landing page:
http://www.business.web/campaign-landing-page/. It’s a very effective and
economic way of tracking your print campaign response rate, as you can use your
web analytics solution such as Google Analytics to track traffic, conversions
and customer data.
Again, as with other methods, there is a
wealth of information you can glean from the details. Use different sub-domains
or landing pages not only for different campaigns, but different target groups
as well. Over time, you will learn just where your response rate is the highest
and where your print marketing is most effective. In follow-up campaigns, you
can then specifically target your most responsive and valuable customers to
further increase your ROI. It will also serve you to compare different media
such as flyers and posters against each other to optimize your efforts.
Ask your customers
“How did you hear about us?” This can easily
be incorporated into your website funnel as a simple optional drop-down
selection. Anyone calling in won’t mind answering an additional one or two
questions. You might have noticed stores asking customers for their ZIP code –
combine that with the question if people have received your flyer or seen your
poster, and you can track your response rate combined with an area. A longer
questionnaire is best reserved for a post-sale follow-up, such as an email. If
you need to, you can offer an incentive such as a discount towards future
orders to encourage customers to provide feedback.
Mail-order form
Part of your flyer can be a classic
mail-order form which people can send in to order, subscribe to updates or
request more information. This standard marketing tool was the equivalent of a
landing page before the rise of the web, and it’s still highly successful with
target groups who prefer not to order online.
Phone calls
If your call-to-action is for people to call,
you can point them to a specific contact name or extension number in order to
track the response rate for your print campaign. Whoever answers the phone on
the side of your business needs to keep track of incoming responses to your
marketing. Again, it doesn’t hurt to ask. Your phone tracking can be as simple
as the question “Do you have our flyer in front of you?” to callers.
Track improvements
One of the oldest methods of gauging the
response to print campaigns is watching for any improvements in the time after
your marketing effort. Are your sales up? Has the number of customers
increased? Are there more inquiries? Do people subscribe to your mailing list?
Does your website receive more direct traffic? Correlation is not always
causation, but you can draw reasonable conclusions on the effectiveness of
print advertising if you watch for improvements, especially when you track the
rest of your advertising mix, such as display ads etc.
Segmentation
To fully optimize your campaigns and maximize
your return on investment, learn to master segmentation. As we’ve outlined
above, most methods offer opportunities to track different distribution areas
for your print material to learn where exactly your response rate is the
highest, but you should also test different variables and leverage
segmentation. You can run A/B tests with different codes or landing pages; you
can specifically target repeat customers and reorders; you can make changes
from campaign to campaign to increase your response rate.
Combine your efforts here with existing
analytics. How many of your website audience are repeat customers or viewers
and reacted to your print material? How many of these converted to new sales?
Find out which existing customers were moved to respond by your print
marketing, then offer them a subscription to your mailing list for future
updates and promotions. You can also target direct traffic customers who are
not repeat visitors to your website and send them a questionnaire. By combining
tracking and segmentation tactics, you will learn how to maximize your print
ROI and increase your business even further.
The importance of a strong call-to-action
As we’ve outlined in the
beginning, it’s important to have a clear idea of the ideal response for your
print marketing, otherwise it ends up being a scattershot with results that are
hard to track. Your flyer or poster clearly needs to outline what exactly it is
you offer, how your business stands out from the rest (your unique selling
points), what the benefits are for the customer, and how they should act upon
viewing your advertising. Use compelling images and language to state your
point and highlight the use and benefit of your product or service. For
example, pictures of people using your product are more appealing than simple
product shots. While your logo and slogan are important for branding, don’t
make them the single item to stand out. Instead, everything on your flyer or
poster should flow toward a strong call to action so that your audience will
react and convert from viewers to customers.
To find out more about
tracking your marketing be sure to visit our website.
Read more about our
latest blogs at https://maralytics.com
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