Measuring Your Print Campaigns

Despite all the new technology found on the internet, the old fashion methods of reaching new customers are still powerful and effective. Companies literally spend billions of dollars each year on print marketing ads and campaigns.

Managing a successful print campaign is possible when business owners can answer two of the most important questions in marketing. What is your company’s goal, and what are you hoping to accomplish?

Perhaps a new product has great potential and the market is ready for something new and exciting. What better way to introduce the newest product to potential customers, than print ad marketing and campaigning. Completing an analysis of the marketing demand can increase brand awareness, and increase sales and profits.

To measure a successful and profitable print ad campaign, just follow these simple rules:

Have a system for locating and tracking the success of a print ad campaign. Make sure the trail leads back to the company’s marketing department.

  • Perform self initiated analysis and assumption, and plan accordingly. Know how many ads to print, where to distribute them, and which audiences are targeted.
  • How many responses are expected, how much does the project cause and what profit is the business expecting in ROI.
  • Custom print materials can track sales and customers. Using codes and coupon with special numbers imprinted, can track sales and responses.
  • Train personnel and customer service representatives to ask the important questions. “How did you find us?” “What products or services are you interested in?” and “How can I make you happy today?”

Print marketing is concrete. Potential customers see an item that want, that pass the print along to the people in their circle. This form of networking, gets the print moving in new directions, and can actually increase sales in unexpected geographic locations.

Keep Print Alive in Today’s World

To truly capitalize on advancements in the worlds of marketing and communications, businesses must find ways to make print work with new channels.

Here are three ways that print can be made interactive:

Use QR Codes to Drive People to Mobile-Optimized Sites

The numbers behind the growth in mobile marketing truly are impressive. More and more of your customers and prospects are visiting websites on their mobile phones. By adding a QR Code to your printed materials, you will be able to reach that mobile audience. QR Codes truly can make print interactive. By driving people a mobile-optimized site where they can watch a video, learn more about a product, or sign up for future alerts, you will further build your database and increase brand awareness.

Promote Social Media Pages for a Company or Product

Companies of all sizes and across all types of verticals are turning to social media to help better serve their customers and interact with prospects. However, they need people to know those pages exist to truly maximize the impact. One way

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to do this is to promote the social media sites on printed materials. Many people use their smartphone to hop onto sites, such as Facebook or Twitter. They may do the same thing after learning that your company has something to offer on those sites.

Use SMS/Text-Messaging as the Call-to-Action

While we may place less phone calls on our cell phones than we did two years ago, SMS/Text-messaging usage seemingly continues to rise. A number of companies have found ways to engage their fans and build their mobile marketing database by inviting people to send a text message to opt-in for a special offer.

There are plenty of tools and channels to choose from when trying to make print interactive, so see what works best for your audience and take it from there!