Much of the debate in both academic and professional circles surrounding return on investment (ROI) is focused on online media, with particular attention given to social media. Businesses are becoming so caught up in measuring the outcome of their online marketing spend that it is easy to forget to take note of ROI in relation to offline marketing. Though page tags may tell you how a client found you online, they won’t tell you if a customer finds you after receiving a flyer or seeing your poster.
There are, in fact, some relatively simple ways of measuring the ROI of your print media campaign. The method which may be considered to be the most straightforward is to ask. If an individual places an order with you online, include a question about how they found you – ensure that all of your marketing activities are listed. If they place an order by telephone, asking is even easier.
Another simple way to track an individual customer as having been acquired through offline media is by putting unique contact information on such marketing materials. Setting up an alternative URL is relatively simple, and can be done with the help of Google’s URL Builder, a tool designed specifically for measuring the success of a variety of advertising campaigns. If you have a variety of types of flyers, leaflets, and business cards, you may wish to build a customised URL for each in order to differentiate between them, and thus measure their success. The same can be done with e-mail addresses and phone numbers, ensuring that a unique address or number is associated with each type of advertising material. Measure the ROI of your print marketing campaign and you will find that the results can and most often do easily outperform other marketing tools. Checkout one of our previous blog pieces: Why leaflet distribution works in bringing your brand to your customers
Keeping track of your ROI is essential; it helps you to effectively allocate your marketing budget. Understanding where customers are coming from is key to understanding how to generate more sales. You may find that flyers are particularly successful in converting customers, while you get limited responses relating to posters, for example. If you take analysis a step further, you may find that particular media have greater success than others among particular demographic groups. Once you have this understanding, your print campaign can be adjusted accordingly for maximum efficiency. The following link highlights some other methods of tracking: How to Track the ROI on Print Marketing
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