QR Codes

5 Ways to Track Your Print Marketing

ROI_jpg_500×332_pixelsYou’ve put together a great marketing campaign and your ready to go to print. But how will you track it? Can you track it?

The answer is yes! You already know you can track a web page, an email and most social media posts. Why not track your print marketing materials the same way? While you can’t track print media with the same degree of certainty as email campaigns, you can still track for very clear results whether your printed items are generating a good return on investment.

Adding a way to track your print marketing, a measurable way of follow-up is essential. A few ways to do this would be:

  • a QR code that takes users to a tracked landing page for your offer
  • a tear-card that serves as a coupon for your product or event
  • a coupon code to use online or give over the phone
  • a special phone number to call specific to the campaign
  • add “Ask for JoAnn” even though there isn’t a JoAnn working there

All of the above examples offers you a way to track and measure responses. To determine your ROI you simply need to track the response rate and revenue generated. Once you know your ROI, you can repeat the campaign with minor adjustments like changing the targeted area of distribution, altering the coupon or offer, or changing the landing page.

When you vary tracking details from one campaign to the next, you’ll be building an ROI database that you can use to best target your future campaigns.


5 Tips for Better Print Marketing Materials

ProSource_Printing_flyer_designDon’t Use Templates

Having a great design is key, so it’s really important to steer clear of using templates. You don’t want to look like everyone else in your industry. Hiring a professional designer will help your marketing stand out from the crowd, as well as keeping your marketing looking professional. Would you trust a company that skimps on its own marketing?

Know Your Market

You’ve spent some time and money designing a great marketing piece, so how do get it into the hands of the right audience? Research. If you’re mailing flyers for instance, you should either have a clean list of names and addresses that you know are potential clients or, know that the area you are mailing to has a predominance of your target audience. For example, you don’t want your flyers going to a zip code full of offices if your offering home cleaning services. Canvassing an area is a whole other story.

Personalization

If you’re mailing your marketing, consider adding personalization or making it a personalized letter. Personalized marketing is more likely to be read.

Offer and Expiration

A call-to-action is a must in print. Unless you’re advertising the date of an upcoming event, you want your potential client to act upon something (think RSVP, newsletter subscription or “Buy Now and receive a Special Bonus”). You need to compel the potential customers to act now before it’s too late. This helps your piece perform more quickly and helps prevent it from going into trash.

Measure Performance

Every marketing piece you send out should have a unique landing page, a QR code or even as simple “Ask for Gina” next to your phone number (even though you don’t employ anyone named Gina). You’ll be able to track the performance and will help you make decisions on what may need changed for the next time you send it out.

Track and Repeat

Now that you have the data from your previous marketing efforts, put it to use. Make changes, contact the designer for any necessary edits, and distribute your materials again. Most importantly, stay in front of your clients and stand out from the competition!


Make Your Marketing Stick With Magnets

Marketing with magnets is a great way to keep your brand and marketing message in front of your client almost every day of the year. People use magnets on a daily basis. Follow these simple steps to creating a magnet marketing campaign that works every time.

4" x 6" calendar stays in front of your customer year round.

4″ x 6″ calendar stays in front of your customer year round.

Step 1: Choose Your Product or Message

Choose which product or marketing message you want to promote with magnets. It can be one of your most popular products, or a product that you want to gain more exposure for. Decide what your message will be, then determine its benefits and unique selling points. Remember, magnets are typically used year round so make sure your message is one that will last and is not time sensitive.

Step 2: Know Your Audience

Now that you know what your going to promote with magnets, it’s time to determine where you can reach potential customers with your magnet marketing campaign. Are you trying to reach small businesses? Only hair salons? Every address in a particular neighborhood?  Identify your target market, then find out where to best reach them. Now you have your message/product and your audience.

Step 3: Design Your Magnet

Design a magnet that works with your brand and promotes your product. Include a call to action if possible. Using a unique website URL or QR code, you can track your magnet campaign. Print your magnets, and distribute them to your target audience.

Step 4: Measure Your Campaign

Set aside time every week to track your magnet marketing campaign. Check your results and measure for its effectiveness. See if your sales have increased, and if you have received new clients from the campaign.  If you notice an increase in either area, you can call your magnet marketing campaign a success.  If not, find out why. Was your offer good? Were the magnets distributed properly? Measuring the results and learning from them is the only way to know for sure. You can make adjustments for the next campaign that will deliver better results.

Magnets are an excellent source of recurring revenue because your message stays in front of your client for a long time. Magnets can be printed in a variety of sizes and are cost effective. You can target a new audience with every campaign resulting in long term brand exposure.


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