According to Neilson, an information data and measurement firm, print is still the largest contributor to shopper engagement, and they use the medium to look for product sales and promotions. 68% of retailers said that print is a critical medium in their strategy, meaning they have and still are seeing the benefits of print in the success of their business.
Print media is still trusted for critical news and information, particularly amongst middle age segments up. It is also still a highly circulated form of media in developing markets.
When you read a print publication, you’re not easily distracted like you are when you’re reading an article online and are simultaneously checking your social media accounts and your email. You’re giving your full attention to a print article.
In order to know whether or not your print ad campaign was effective, you’re going to want to find out if the campaign caused any of these key statistics: Sales, phone calls and/ or organic website traffic spike.
These metrics will tell you whether or not there was an increase before and after the campaign went to print. Let’s go through ways you can track your print campaign:
- Use unique tracking code or promo number
The use of unique tracking codes or promo codes can be effective both online and offline. Including a promo code word or number in the print ad will allow you to track the sales that came from that specific promotion.
- QR codes
QR codes are a great way to track the reach of your print campaign and to send a consumer to a unique landing page that has UTM tracking (Urchin Traffic Monitoring). With mobile phone technology also making it possible for people to scan QR codes with their phones, this becomes an easy thing for consumers to engage with.
- Set up a unique point of contact
By directing all outreach to a single line of contact enables you to track the unique number of responses, as well as the sentiment. A good idea here would be the use of a single phone/SMS line.
- Make use of unique social media hashtags
By setting up social hashtags that are linked to the campaign, you are able to effectively track the success of the campaign and increase online engagement. These are commonly used across an integrated marketing campaign to track the reach.
As we have just discussed, there are various ways to measure the effectiveness of your print campaign. Reach is one of the standard measurements of measuring media effectiveness, and when it comes to print there are two main contributors that impact reach; circulation and impressions.
Circulation is the total number of copies distributed or sold hard copies of a publication over a specific period of time.
Impressions are the possible number of people who will get the “opportunity to see,” your ad in a magazine or newspaper. Three things go into account: the medium; the audience; and the content. These elements all matter in how, when, and where the opportunity to see is presented.