There are many small businesses and marketing firms that have considered print materials for use in promotional campaigns. However, a few may have found the medium lacking. Despite the fact that fliers, brochures and other direct mail tools can reach customers and offer them tactile items that quickly and boldly communicate ideas and information, the lack of visible response they offer may be troubling to such organizations.
However, this is a relatively minor reason not to use tremendously effective marketing items that can help a company’s website thrive. An effective return on investment measurement is necessary for any major commercial investment, but there are many ways to properly gauge this and still reap the platform’s benefits. Consider the following ways to implement an ROI analysis for printed promotional materials.
Response cards
The easiest way to have people respond to a brochure or postcard sent through the mail by a company is to allow them the chance to respond in kind. Including a pre-paid response form that allows customers to request more information or remain on a mailing list shows consumers that an organization has made a commitment to traditional mail. If a person approves of that method of communication, their in-kind response will help businesses understand which customers prefer to be engaged and how effective spending on traditional mail appears.
Customer appreciation
If the biggest obstacle to responses from consumers contacted by mail is that they’re simply not interested in the materials being sent to them, it’s a good idea to increase the value of mailings. This can be done by mailing customers additional savings and coupons. If they’re told that they can save up to 50 percent on select offers, they’ll be less likely to file promotional postcards as junk mail. This also helps them appreciate and look forward to receiving additional items from the same company through the Postal Service.
Internet
When all else fails, use printed products as a means to connect with consumers on the internet. Mailed marketing materials don’t have to exist just for those clients who do business offline. In fact, the immediacy of an item in one’s mailbox can often inspire customers to log onto a website and make purchases. Include site URLs and promotional codes in direct mail items so that consumers can easily reach out and engage companies. Special deals for internet users can even be included so that customers will feel unique and appreciated for having taken advantage of items they once thought were junk mail.
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