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Ways to track the effectiveness and measure the results of a leafleting campaign
Tracking the results of a leafleting campaign is never easy, but it’s important, important as any type of marketing effort. In fact, setting up a tracking result system enables you to know whether if leafleting brings you positive returns or not. In this article, we suggest you a guideline by which you can track, and measure the outcomes from a leafleting campaign.
1) First step: Place a trackable link or code
To begin with, the first step for tracking the results of a leafleting campaign, successfully is to put a trackable element on the leaflet. More importantly, this element has to be part of the sale process. In other words, it’s compulsory for the customers to use the URL or the promo code to get a discount, otherwise, they will not get the discount.
The offer doesn’t have to be necessarily a discount, but in general, discounts are one of the most common and effective way to get more customers.
2nd step: Make sure that the link or code is not used in other channels
Firstly, before starting printing the flyers, make sure the link or the promo code is not used in another channel.
For instance, let’s take the pizza flyer example above, and you’re promoting this offer in other channels such as Adwords, outdoor banners or social media.
If you put the same trackable link or code on your leaflets, social media posts, it will false the results. In fact, you will be able to measure the results of your global marketing efforts, but your data will not be in-depth and accurate.
Consequently, you will not be able to discern if online adverts worked better than the leaflet distribution campaign.
Contrarily, if you put a different tracking element for each channel, you will be able to figure out which method works as showed in the following illustration.
The goal is to separate the data of each channel from each other for tracking the results of a leafleting campaign, efficiently.
3rd step:Use measurements tools
1) Tracking links or codes for online purchases
Once, the tracking links have been set up, then, we need to get the data from it. For that, we need to have the links connected to a tool.
And, this tool has to be able to track the number of visitors coming from one marketing channel. For this purpose, you will need to install Google Analytics, which is free.
This tool enables you to know which webpage is visited in real-time, it counts the number of visits per webpage, and it displays the provenance of the user.
In our case, we’re interested in the number of users, and especially the number of new users per page. We can check this out on a daily basis. So, in the example below, we can see for the page called “booking-enquiry”, in 20th July 2019, we got 9 visitors, and amongst those visitors, 6 are new users. The latter number matters, because it means 6 persons have visited the page because of the marketing channel.
For additional information, a lot more metrics can be used to classify the data such as the gender of the visitors, their range-age, interests, etc. We will not treat all the features of this tool, if ever you want to learn to use this tool in-depth, I can recommend you this guide The Absolute Beginner’s Guide to Google Analytics.
Furthermore, there is no need to be a coder to install it. This tool is known in the Digital Marketing world, however, there is still business owners who aren’t aware about it. Consequently, they miss the opportunities to analyse the traffic of their website
2) Tracking codes for offline purchases
To be fair, tracking online operations, especially transactions, it’s easier than offline. However, there is always a way.
1st scenario: you’re not using other marketing channel
In this case, it’s very easy to measure the returns. Just keep the leaflets that your clients present in-store to get their discount. Or, you could ask your staff to keep the flyers. As well, I recommend to staple the flyers and making piles of 10 leaflets. This way, to count the overall number of pamphlets will be less tedious.
2nd scenario: you’re using leaflet distribution, and others marketing channels
In this case, create an allocated box for each marketing channel. Then, after having identified the provenance of a promo code, put it on the allocated box.
Additionally, you could add a weekly date range note on the boxes. Especially, if you’re planning a leafleting campaign lasting for over 2 weeks.
4) Collecting results and data-driven decision making advice
In this part, we’ll stay focused in the leaflet distribution channel.
After the 1st week
After the first week, either you have returns or not. If you have returns, it means that it works and you can keep up the distribution for the following week.
In the opposite case, it might be better to stop the distribution in this area, and to wait. Perhaps, the results will start coming forward next week.
After 2nd week
I will use the illustration below because it will be easier to explain.
As shown in slider above, if you have got less returns in the 2nd week than the 1st week, it means you’ve reached your “peak of returns/sales” generated through the leaflet distribution channel. Why do I use the term “peak of return”? Because in general, in a leaflet distribution campaign, after having reached the highest number of sales or returns, it will decrease anyway.
Once this level has been reached, if you keep up distributing leaflets at the same input, your Return Of Investment will decrease. As a result, the smartest decision would be to reduce the input level of distribution the following week, in order to optimize your ROI.
The following weeks
Once you’ve reached your peak of sales, it’s better to decrease the input level of distribution gradually. Let say, you’ve reached your peak of sales after the first week, but you realise it, only after the 2nd week. In that case, the ideal ratio cost to sales would look like to the chart below.
The closer to your advertising volume, your sales volume is, the better ration cost to sales you will get. As a result, the Return Of Investment is optimized by reducing gradually the amount spend on advertising.
That’s all, I hope this guideline will help you to track and measure the results of your future leafleting campaigns.
Please share your experience or your way for tracking the efficiency of a flyering campaign.