So you’ve finished distributing your flyers, sales are coming in, enquiries are through the roof but is it the flyers that are generating the business? Was it the flyers you handed out in the street or the advert in the local newspaper?
The great marketing pioneer John Wanamaker is credited with the saying “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” You may not be able to track the impact of every individual flyer but there are a couple of tricks which can give you a pretty good idea.
One of the simplest ways to track your flyer campaign is to give your customers a reason to present it when they purchase. For example, 5% off with this flyer or you offering a complimentary product with a purchase when a flyer is presented e.g. a biscuit with your coffee or free gift wrapping. Our favourite has to be “present this flyer to get a high five from the man behind the bar!” simple but it helped with measurement and is low cost.
So you’re confident that the campaign is working and people are bringing in the flyers but you’re still not sure which distribution channel was the most effective. You could print different flyers for every different channel with a small marker on each, but that’s not going to be very cost effective. The trick is to mark your flyers before you distribute them, you could write on every flyer but that could take a while. Instead grab a stack of flyers and place them on their side so the edges are pointing out, then draw a line down the edges with a highlighter or marker pen. This line can’t be viewed from the front but allows you to quickly conclude from the flyers redeemed that your charm outdid the newspaper distribution 2-1.
Landing Pages & QR Codes
There are other ways to track their success if you don’t think your customers will bring flyers in with them. Using a specific website landing page on your flyer can be used to measure visits from the flyer. For example, if we sent out a flyer campaign we may use www.instanprint.co.uk/flyer-offer as the website address, we can then track the number of visits on the page and determine the success of the campaign. Many businesses now use a QR code containing the tailored web address to save your prospective customer having to type it in. Be sure that the page is compatible with smart phones and tablets and that where you are distributing your flyers has phone coverage or at least wifi.
If most of your enquiries come via phone and you’re running large distribution campaigns it’s possible to track success using an alternative phone number. There are companies out there who are able to provide a similar number to yours that is simply forwarded through to your main number, allowing you to track the number of enquires generated by your campaign.
Promo or voucher codes offer a great way to encourage customers to keep your flyers and track which are working. For example, using a different promotional code for your in package marketing versus your mailshot will allow you to track which area is generating the best return.
How do you measure the effectiveness of your print campaigns? Let us know in the comments.