#1-Leaflet Campaign Testing and Optimisation.
It is imperative that companies take the time to assess the effectiveness of their leaflet distribution campaigns. By doing so it is easy to see what's working and what isn't and to adjust current marketing efforts accordingly or make changes to future campaigns. Staying in the dark is not an option.
#2-Determining the Success of Your Campaign.
Review your leaflet distribution campaign after a period of time. This is something you can do yourself or leave it to your leaflet distribution company. One of the many great things about leaflet distribution is that the success or otherwise of a campaign is easily measured.
For example, have you seen an increase in leads and a spike in sales since the campaign started? Have you attracted more traffic to your website or in-store visits? Is there a greater volume of sales calls? Remember you can easily track consumer responses with a coupon or special offer, a print dedicated campaign URL or a phone number on your flyers.
Another option is to study consumer feedback on your website, social media accounts, over the phone or in person. Ask customers how they heard about you. If hardly anyone says your leaflets you may have to rethink them for the next campaign.
When you have studied all the responses note the things that worked and those that didn’t and make appropriate changes to your next campaign.
If you’re not sure about whether a leaflet distribution campaign will generate a healthy ROI you could start with a small tester campaign, say a leaflet run of 500. This allows you to dip your toes in the water without spending too much money. Check the results over two weeks or a month and then make changes to your leaflets if necessary before scaling up.
#3-Changes You Can Make to Improve Conversions.
If your campaign is not delivering the return on investment that you had hoped for all is not lost. Among the changes that can be made are:
- Improving the overall design of your leaflet or parts of it. Perhaps you could use new photos and graphics and change the print size and font style.
- Change your special offer if it wasn’t special enough. Replace it with something that is more enticing or that will stand out more.
- Consider changing where you distribute your leaflets. Did you cover a wide enough or specific enough area to reach your target audience?
- Look again at the method of leaflet distribution. Perhaps you used a shared door to door distribution when souls may generate more results.
#4-Measuring to Ensure Better Results.
Leaflet distribution is not just a numbers game. With targeted and repeated marketing and tweaking campaigns accordingly you can get a bigger slice of the customer pie. Measuring results helps you to refine what you’re doing.
But if you’re not evaluating the effectiveness of your campaign you are wasting your time and money. You will fail to understand whether it is generating results and will miss out on a chance to improve it and your bottom line.