Many small business owners are too quick to claim that leaflet marketing doesn’t work. More often than not its because they haven’t stuck with it, they are expecting to get 100 of results from their first drop, like all marketing you need to stick with it. In this article I’ll be talking about ways in which you can measure the response of your leaflet marketing campaign, this is an important step in working out whether you should allocate more of your marketing budget to leafleting.
There are several ways in which you can measure the response of your leaflets. First of all you should have a pretty good idea of what level of enquiries you are already getting and through what means of advertising. Try producing a graph, recording your level of enquiries throughout each month / week. The easiest method of recording your results is to simply ask each new enquiry where they heard about you, although this method will work for some but would not be suitable for every type of business. This would be suitable for people who rely on only a couple enquiries a week and are easy to keep on top of each one, if you are getting a couple hundred enquiries each week then you may do better looking at the coupon method.
The coupon method is where you include a tear off coupon or money off code along with your leaflets, the reader can then use this to get money off your services or product. This method is much better way of measuring responses if all your sales come from an eCommerce website or a third party website. Its a much easier way to keep on top of where your enquiries are coming from when you’re getting a large amount of customers each week.
Once you’ve worked out how many new clients you have gained from your leaflet drop you then need to decide whether you are going to hit that area again or look at targeting a new area. You can sometimes get a much better response rate if you hit the same area more than once. After all not everyone acts on a leaflet straight away, depending on the type of business, some people will put it in a draw and not 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 on the money off discount.
Source by Louis Ayre
