Is It Possible To Track Flyer ROI?

April 12, 2015


Club card flyer for ShadowBox Dreams

You know flyers are cost-effective marketing tools that allow you to increase your visibility and reach a large customer base. You also know flyers work, but do you know how well they work? More to the point, is it possible to track flyer ROI? Yes, it is possible to track flyer ROI; however, you can’t track it with the degree of certainty you have with individually-targeted campaigns such as direct-mail postcards. Still, you can get an good idea whether any given flyer campaign generated a healthy return on investment by incorporating an incentive that requires a measurable response. You can’t simply compare sales during your flyer marketing campaign to previous sales periods because you won’t know the impact your flyers have. Perhaps another marketing channel underperforms and sales dip – you might think your flyers weren’t effective, when in fact they were carrying you through the slow period. That’s why you need to add a measurable means of follow-up. For example, you could include:

  • a QR code that leads to a tracked URL where customers can get discounts
  • a coupon code customers must use to take advantage of your offer
  • perforated tear-away tags that serve as coupons or vouchers for your offer
  • a special phone number for customers to call

Each of these examples offers an easy way for you to measure flyer response. Track response rate and revenue generated from your responses, then subtract your flyer printing investment to arrive at your ROI. In order to get the most accurate figures, be sure to promote a great offer your audience can’t refuse and distribute your flyers in targeted areas where your customers are likely to see them. From here, you can take your flyer ROI even further; since flyers are relatively cheap to print, you can vary coupon codes and other measurable response elements by location or event. That way, you’ll know where to distribute your next flyers to maximize ROI. Launch your own flyer marketing campaign now

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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