How to Measure your Northampton Leaflet Campaign’s Success

Did your leaflets work for you?

The most important question you need to answer after your leaflet campaign is, did it work?

The great thing about leaflet advertising is that the success of each campaign is easily measured, so you can see whether your investment was worthwhile and take stock to make each campaign better than the last.

Here’s our top tips for measuring the success of your leaflet campaigns:

1. Goals
Make sure you review your campaigns original objective.
What were you asking your customers to do – go online, visit your store or call to enquire?
What’s most important to you to measure – sales, size of sale, visits or appointments made? 

2. Optimisation
What is great about leaflet campaigns is that you can learn what does or does not work.
You can see if one campaign has worked better than another.
And this helps you evaluate what you do in the future.
And make further improvements to what you do.

3.  Tracking
Make sure you can track your responses (using a code or coupon can help).
Check your website can measure how many visitors are coming in.
Check that your phone handling can record where someone heard about you.
Think about how you handle more demand.

Evaluation Tools

There are a number of ways you can measure your leaflet campaigns success and tools to ensure each campaign is better than the last.

ROI

Also known as return on investment, is a simple sum which considers what you spent on your leaflet campaign and what you got back in return.

So you take the total revenue generated minus the cost of the leaflet campaign then divide this by the cost of your campaign to work out the return on every pound spent. For example an ROI of 4:1 means you generated £4 for every £1 spent.

Behaviour

Understand how your customers are responding to your leaflets. Did they go online, did they phone? This helps with future planning but also tells you where you need to invest in the future.

Creative Impact

If you are using more than one creative message over time, you can determine which is the one that works best for you. What offers work best? Do you have seasonal offers that work at different times of the year? The more you hone your approach the better the results you can yield.

Response Rates

If you know the likely response you will get from your leaflets then you can plan for your business. If you know you generate a certain number of enquiries then you can understand what volume of leaflets you need in the future to reach your business goal.

Targeting

By using different targeting, you can understand which sets of customers respond to you better. Once you know this, it can be simple to find more customers that look like your good customers and therefore improve you response rates further.

Learn from the Evaluations

Assuming that you run multiple campaigns throughout the year, be sure to take stock and adapt your next leaflet drops.

Consider elements such as: –

  • Seasonality – if you provide services that may be impacted by seasonal weather changes, did you time it right? Was there too much or too little lead time?
  • Times of year – did you target consumers too close to Christmas when budgets may be tight? Did you provide enough time ahead of promoting your travel services?
  • Times of the month – if selling products did you try and time your best impact when consumers have received their pay?
  • Location – did certain areas perform better than others? Are you getting requests from areas that aren’t ideal from a profitability perspective?
  • Target audience – are you targeting the right age and income groups – do these need refining?

Learn More

For more key information about leaflet design, leaflet distribution, or advertising in our A5 Business Directory, don’t hesitate to get in touch with our friendly team!