When you call someone on the phone, are you glad when they pick up? If you had to pay for each call, would you be especially glad when they picked up?
Marketing is essentially a call to your customers, a financial investment you make in hopes that people will “pick up.”
And print is one of the best mediums for engaging your audience.
Direct mail response rates for print are much higher than e-mail response rates (4.4% versus 0.12%). 60% of consumers said receiving and handling tangible objects leaves a lasting mental impression on them. And 57% of people say they feel more valued when they receive print marketing from brands.
When you place a call, are your customers picking up?
When you send advertising through print, you’ll have a better estimate if you are tracking responses. Every business using print marketing needs an effective testing system. Tracking your marketing will help you answer two questions:
- Are your marketing dollars resulting in leads or conversions?
- What specific parts of your marketing are responsible for prospect visits or sales revenue?
Four Ways to Track Your Print Marketing
Here are four ways to find out:
1. Unique Promo Codes
Promo codes are like hashtags, but better.
They are fun, expressive, and they bring tangible savings to your clients. Offer distinct coupon codes in print pieces you want to test, and be sure the call to action is strong and clear (e.g., “Get 25% off patio decor by presenting this card in stores or using the code ‘LOVE25PATIO’). If your customer uses the code, you’ll know they’ve responded.
2. QR Codes
How do you build bridges between digital and print advertising?
One easy technique is to include a QR code to drive traffic to your landing page. By adding these handy tools to your flyers, postcards, or brochures, you can track relevant info while storing data, location, and text. You can also experiment with social media hashtags to track success and increase online engagement.
3. Distinct Online Landing Pages
Online landing pages can be created specifically for promotion through your print ad (for example, see Uber’s landing page targeting new riders here).
While your website homepage typically offers an introduction to your business, a promotional landing page:
- Is designed to receive traffic from specific sources
- Prompts visitors to take one well-defined action
- Stays focused on a single topic or offer
- Omits or downplays site navigation options
Beyond narrow landing pages, you can also record general web traffic during a campaign to note whether a spike in visits may indicate a particular ad’s effectiveness.
4. Asking Customers
Want to know what’s on their mind? Ask them!
While you may not be able to connect with every customer, take time to ask new clients how they heard about your business. Speak with people face-to-face and you may gain insight into their motivations, frustrations, or preferred benefits.
Also consider adding a drop-down element to your website to ask how customers were introduced to your business (direct mail, word-of-mouth, social media, etc). Finally, including a unique “point of contact” email address or phone number (specific to the campaign) on your print materials to make response tracking easier.
Record and Recalibrate
From big business to small firms, every business using print should track and recalibrate based on results.
Print ads are more compelling when they use clear calls to action and high-quality pieces. Ready to set up a campaign with distinct tracking points? We’re happy to help if you have questions!