6 Ways to Measure the Success of Your Print Campaigns
By Stephanie Knapp | January 25, 2018
The abundance of data we can gather and metrics we can collect around our digital marketing efforts can make it seem like print campaigns are living in the stone age. There are, however, ways to measure the success of print campaigns.
Print is one of the best forms of advertising for engaging your audience.
Direct mail response rates, for example, are higher than email: 4.4% for direct mail versus 0.12% for emails.
60% of consumers said receiving and handling tangible objects leaves a lasting mental impression on them, and 57% feel more valued when they receive print campaigns from brands.
When it comes to tracking the effectiveness of print campaigns, the most critical phase is the set-up. Most of the tips below should be implemented before the campaign starts so you can gather as much clear data as possible.
6 Ways to Set Up, Track, and Measure the Effectiveness of Your Print Campaigns
1. Monitor Web Traffic During Run
Monitoring general web traffic during a campaign run isn't an exact measure of a campaign's success, but a spike in traffic could indicate effectiveness. If you direct print campaign traffic to the same landing page that receives traffic from other digital marketing efforts, however, you'll start to muddy your results.
The best way to attribute traffic to your print campaign is to direct traffic to a specific page via a "vanity URL" that has UTM parameters applied to the URL.
Your "vanity URL" doesn't have to link to an entirely new site, just a landing page that directs visitors to your site. The URL can include your business name in an easy to remember phrase, such as "http://www.TheYourCompany.com" or "http://www.VisitYourCompany.com." When you set up the landing page with your Google Analytics, a tag for a source like a magazine or direct mail will track traffic from your print campaign so you can analyze it alongside other traffic sources.
2. Create a Social Hashtag
Creating a hashtag that customers can use after seeing a print campaign can both track success and increase online engagement.
One notable example of this idea is Coca Cola's #ShareACoke campaign.
The hashtag originated on the labels of coke bottles that were personalized with names and quickly became a successful social media campaign as well. Customers can be encouraged to share your print campaign hashtag if there is an offer or incentive attached to the campaign, such as a discount, exclusive offer, or the ability to impact a cause they care about.
Plus, it doesn't hurt if the campaign is personalized, funny, or eye-catching.
Promote Your Brand to One of the Most Sought-After Markets in the Nation
3. Use a Unique Tracking Code or Promo Number
Promo codes can be used during online and offline checkouts, as well as phone calls. Including a promo code word or number 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.
The example below entices potential customers with a $1 coffee if they use the code "LLTCF1" at their local coffee shop. Print campaigns with unique promo numbers can also be used to A/B test different offers over time, as well as compare which customer segments respond to the offer.
4. Set up a Unique Point of Contact
If your print campaign goal is to get customers to reach out, as opposed to going to a website and making a purchase on their own, a unique point of contact is your best bet.
Simply including an email address or phone number on print materials that are specific to the campaign can make bundling traffic easier.
Directing all outreach to a single line of contact enables you to track the unique number of responses, as well as the sentiment.
5. Implement QR Codes
We are in an age that some researchers are calling "the second coming of QR codes."
While that's a mighty substantial claim, these codes are useful for tracking print campaign reach. There are many unique ways to use QR codes, including tracing fruit origins in Vietnam, but the most impactful usage for print campaigns is to lead customers straight to a landing page.
The unique landing pages with UTM parameters mentioned in the first tip can be accessed even quicker with QR codes. Technology is also catching up to the codes, and Apple phone cameras can now scan QR codes without the need for a third party app and quickly direct users to a site.
6. Ask Customers
Ever heard the phrase K.I.S.S.? There's power in keeping things simple. Ask your customers if they've seen the campaign, and what their reactions to it were.
These responses won't be metrics that can be put on a graph, but it's still important to hear the viewer's perspective.
You can also compare reactions to your print campaigns across different customer segments and demographics, or if sentiments were different between customers who have been with you for a long time or not.
Print campaign success can be tracked with some simple additions to your ad. Creating unique identifiers and including CTAs directing to a specific landing page correlated to your print campaign can help.
What Else Should You Do to Set Your Print Ad Up for Success?
Make sure your branding is consistent.
Even though you'll be interacting with customers offline, your marketing should still be distinctly "you."
Include a clear call to action.
What is your goal with the print ad, and what do customers need to do to help you hit that target? If you want to drive traffic to your website or physical location, include an offer to direct them there or create a "cliffhanger" that has the rest of the story or resource online. You should also include your contact information in the form of a unique email address/phone number, vanity URL, or QR code.
Include attention-grabbing copy.
Attention spans can be short, so your ad needs to have a strong headline that quickly connects. The ad copy should convey your core message and value proposition, but be careful not to overcrowd the ad with text.
Topics: Print Advertising
Written by Stephanie Knapp
Stephanie is a marketing copywriter who loves the variety and creativity that comes with collaborating alongside marketing agencies. Her background in market research also means she's forever on the hunt for the perfect stat to support a blog.