With the abundance of data and metrics collected from digital marketing efforts, print campaigns would seem to be left in the stone age. Did you know that Direct mail response rates still top those of other mediums; the average direct mail response rate is 3-5x greater than that of email, internet display and paid search. Among 18 to 24-year-olds, 69% say they prefer print and paper communications to reading off a screen. Below are 5 ways to measure the success of your next print campaign:
Analytics:
Monitor your website traffic while running your print campaign. When looking over your analytics look for changes in website traffic, If there are spikes in traffic during your print campaign then it has effectively reached your consumers. However, you’ll start to muddy your results if you direct your print campaign traffic to the same landing page that receives traffic from other digital marketing efforts. The best way to track traffic to your print campaign is to direct traffic to a specific page via a “vanity URL” that links to a landing page on your site. Set up the landing page with Google Analytics to track traffic from your print campaign so you can analyze it alongside other traffic sources.
Hashtags:
Create a hashtag that customers can use on social media that is attached to your print campaign to track the success and increase of online engagement. By doing this you can encourage customers to share your print campaign hashtag if there is an offer or incentive attached to using it, such as a discount, special offer or a cause they care about. Some examples are: #NationalFriedChickenDay by KFC to promote a calendar event, #ShareACoke by Coca-Cola that is used year round, and #LetsDoLunch by Domino’s Pizza. The most vital part of running a hashtag campaign is coming up with a hashtag that can easily go viral. A good rule of thumb is not to combine more than 3-4 words together and Don’t make your hashtag entirely about your brand. Also Use trending topics, but don’t solely rely on them.
Trackable Code:
Use a trackable promo code, they can be used during online and offline checkouts. Including a promo code in a print ad won’t tell you how many offline impressions the campaign received, but you will be able to track sales that were a result of the ad campaign.
QR Code:
QR codes are very useful for tracking print campaign reach, and the best way to use them with print is to lead customers straight to a landing page. Trackable codes that take the customer to a landing page are trackable with Google Analytics and will give you insights to how effective your print campaign is at driving site traffic to the address linked to the QR code.
Survey your Customers:
Ask your customers for feedback or send a survey to see if customers are seeing your campaigns. Customer feedback is always helpful, and it is important to hear a viewer’s perspective. Surveys can give you graphable results when using quantitative questions to give you feedback for statistical analysis.
For more information how Premier can help you with your next printing campaign email us at info@premieruplink.com