Prospects receive countless calls and emails every day. With that in mind, a well thought-out print campaign could be just the thing that will make your business stand out. But, how much can it benefit your enterprise exactly?
Depending on how you do it, calculating the exact value of print marketing’s performance can be tricky. Taking note of spikes in sales is not the only way of measuring results. More importantly, it’s not the most effective way anymore.
Aside from giving birth to digital marketing, the internet has improved print marketing as well, believe it or not. Add a couple of old, tried and tested methods to the mix, and you’ll know exactly how good a job you are doing.
Coupons and Vouchers
Printing a special code on a flyer or letter is a great way to give freebies, discounts, or any other special offers to your customers. It’s also a simple way of tracking different engagement rates. You can let tools such as Google Analytics do the math for you.
Start by creating a different code for each campaign. Make sure it is memorable. Coupons and vouchers will help you tell how many customers have you gained through a specific ad. In addition to that, you can see which messages, buyer personas, and business verticals perform best by analysing the data you collect.
Custom Landing Pages
When it comes to printed pieces, don’t use your homepage for the call-to-action. Instead, create a new landing page for your campaign. It’s an excellent way of seeing how visitors interact with your web page, as well as measuring the response rate for a specific campaign.
Keep in mind that prospective customers need to type in the URL in the address bar. Because of that, make sure the landing page is easy to type without typos. It’s also best to use terms related to the campaign. A simple URL like www.companyname.com/summer-sale ought to do the trick.
This is quite cost-effective, as it’s a more affordable alternative to offering discounts. A custom landing page also allows you to employ web analytics tools to gauge traffic, ROI, customer data, conversion rates, etc. To further increase your ROI, you can focus on your most responsive customers in follow-up campaigns.
Redirects with Friendly URLs
Although it sounds almost the same as the previous method, this one leverages the power of Google Analytics to a greater extent. Among other things, it could help you learn more about:
- Revenue that is driven by direct mail
- Direct mail response for a particular list
- How direct mail compares to email marketing
What it takes:
- A landing page such as www.companyname.com/summer-sale
- A different URL with UTM parameters.
Let’s take a step back: what are UTM parameters? They are codes used for tracking. UTM codes are added to the end of a URL. The landing page directs the browser to the URL with UTM parameters.
Creating custom tracking URLs is pretty effortless, thanks to Google Campaign URL Builder and other, similar platforms. The UTM parameters allow you to track results from your print campaign by utilizing detailed analytics. Such details could be the source, content, campaign, and medium that led the visitors to the landing page.
Printing out your regular web address will result in unattributed leads. If a prospect sees a poster with your web address and types it into their browser, your analytics tool will label it as direct traffic. Perhaps they’ll google your firm’s name instead, in which case their visit will be tagged as organic traffic.
Neither will help you find out where exactly the visitor has come from. A vanity URL solves the problem. For it to work best, it has to be:
Let’s say you are running an HVAC business that also provides plumbing services. Instead of printing www.abcfirm.com/plumbing on letters, you could get a simple URL such as abcplumbing.com. The URL will lead the prospect to the plumbing website. From there, it’s easy to tell how well the prints are generating leads.
There are many services out there that allow you to create a PURL (personalized URL) for each customer in your mailing list. You can use a cross-marketing platform like EasyPurl or Mindfire to create CTAs and personalized landing pages that would also integrate email marketing.
Reliable PURL platforms often come with built-in campaign performance reporting. Although it might take some extra effort to set up your first PURL campaign, each one that comes after will go smoothly.
Personalized URLs allow you to:
- Increase response rates by providing tailored landing pages to each prospective customer.
- Learn about your prospect’s interests by tracking what pages they browse.
- Conduct detailed segmentation analyses. You can use any piece of information, such as industry, job title, or company size, to analyse performance.
The perfect bridge between the two worlds. You can encode PURLs, vanity URLs and landing pages in QR codes. The biggest advantage of QR codes is quicker access. They lead prospects directly where you want them.
The technology has become widely accessible, and smartphone platforms like iOS and Android no longer require third-party apps for scanning QR codes. QR codes can be especially effective when displayed on banners at seminars, conferences, and trade shows.
The technology can be implemented in many creative ways. For example, it’s used to trace fruit origins in Vietnam.
Custom Phone Numbers
Many businesses still rely on phones, despite the rise of the Internet. You can use phone call tracking software to create custom phone numbers for different types of marketing collateral or specific print campaigns. Such software allows you to easily track which prints generate leads.
For example, put one number in a magazine ad and another one on your brochure. That way, you can determine exactly which marketing tactic brings in more leads.
It’s a simple way of gauging print marketing performance. Especially if you include a prize or incentive. People will be inclined to use the provided hashtag when they want to mention your campaign on social media.
What you will also need for your offline campaign is the actual campaign material. Printroom can provide display stands, branded flags and fabric displays, as well as many other printed materials that will help you stand out. Now that you know how to measure the success of these campaigns, you are but one step away from success.