Measure the success of your brochure marketing campaign
Many small business owners are quick to claim that brochure marketing doesn’t work. Most of the time it’s because they haven’t latched onto it, they expect to get 100’s of the results from their first drop, like all the marketing you need to stick with it. In this article, I will talk about the ways you can measure the response of your brochure marketing campaign, this is an important step in determining whether you should allocate a larger portion of your marketing budget to brochure distribution.
There are several ways to measure the response of your brochures. First of all, you need to have a pretty good idea of the level of inquiries you are already receiving and through what advertising mediums. Try to produce a graph, recording your level of inquiries throughout each month / week. The easiest method of recording your results is to simply ask each new query where they found out about you, although this method will work for some, but it might not be suitable for all types of businesses. This would be suitable for people who rely on only a couple of inquiries per week and are easy to keep up with each one, if you get a couple hundred inquiries each week then it may be better to look at the coupon method.
The coupon method is where you include a removable coupon or discount code along with your brochures, the reader can use it to get money from your services or products. This method is a much better way to measure responses if all your sales are coming from an e-commerce website or a third-party website. It’s a much easier way to stay on top of where your inquiries are coming from when you get a large number of clients each week.
Once you have calculated how many new customers you have gained from your brochure delivery, you must decide whether you are going to reach that area again or search for a new area. Sometimes you can get a much better response rate if you hit the same area more than once. After all, not everyone acts on a brochure right away, depending on the type of business, some people will put it in a giveaway and won’t act on it for another 6 months or so, this is where the coupon method comes in, as you can put a tight time limit for the money discount.