How to Track the Performance of Print Marketing Mediums
In a world where every metric counts, tracking Print Marketing Mediums can be a daunting task. There is always that feeling of the unknown when it boils down to how many leads you are capturing, if the campaign is working, and what you could have done differently.
We are here to tell you that despite Gen Z bleeding love for digital; Print Marketing Materials are easy to track and can outperform digital advertisements. Read below to learn how to track a print campaign, in a creative way that's appealing to your customers.
Print versus Digital: Who’s Better?
The devil is in the details: Print outperforms Digital Advertising on every count. We have scoured the internet and taken note of the effectiveness that print has over digital. Here are the results:
“82 percent of U.S. internet users trust print ads when making a purchase decision, more than any other medium. The highest ranking online format, search ads, clocks in at 61 percent, while only 25 percent of Americans trust pop-ups.” (INMA)
“On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; three times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG.” (Newsworks)
Branding is 185% stronger in print advertising vs digital advertising. 37% vs 20% for digital. (RAMetrics)
“36% of people under the age of 30 look forward to checking their mailboxes every day. What’s more, 95% of 18-to-29-year-olds have a positive response to receiving personal cards and letters. Notably this generation will wield a combined $1.4 trillion in spending power by 2020.” (Accenture)
Tracking Print Marketing Campaigns
Before a business spends thousands on Printed Materials, there are a few things to consider. By having a clear understanding of what is being advertised, who is the target audience and how it will be executed; a business will be able to develop a more fluid process for tracking performance and overall, save time. Once the I’s are dotted and T’s have been crossed, a business can move forward with the following tracking methods...
Specific Landing Pages
Specific Landing Pages are unique web addresses that are branded for marketing reasons. SLPs’ are custom made to help users locate and find specific pages on a website. UTM Parameters should always be placed on the landing page to track the sources. Why? Because you will be able to identify the Key Performance Indicators of the campaign in your analytics. To learn more about what UTM Parameters are and how to install them on your website, click here!
If a business is going to be providing an incentive to their customers on a printed medium, make sure the coupon code is unique. The code can be analyzed after the coupons term has expired. Coupons are great to use over time, because it allows you to see which incentives consumers prefer over others.
QR Codes come in handy when you want customers to act quickly after viewing your print medium. A QR Code is perfect, because a quick scan will lead them one step closer to a purchase. The QR Code can replace the use of printing a url on a campaign. This helps alleviate any errors a potential customer might have when typing it in. It also avoids having a very long URL printed on the campaign, as well. A QR Code can be tracked to a specific landing page through UTM Parameters also. The best part about QR Codes is that smart devices are able to easily scan and access codes without the use of a third-party application being launched. How fast is that!
What Should Printed Marketing Materials Look Like?
All marketing mediums should be consistent. Therefore, consumers are able to distinctly identify which business they are interacting with.
Grab their Attention and Keep it Simple
Businesses want consumers to interact with mediums that result in them making a purchasing decision. By having a strong headline, clear message and value proposition; more consumers will be willing to make a purchase. Do not overcrowd the print medium with text - People will lose focus on what you are actually selling and will not make further actions towards a decision.