How to Track Local Print Advertising
Tracking local print advertising lets you know which advertising methods work. This lets you focus your energy and money on marketing efforts that have a higher return on investment (ROI). Print advertising can be hard to track, but offering a coupon or special offer makes it easier to track.
- Design your ad with a coupon code. Offer a percentage off the total purchase or a dollar amount off a specific item or a dollar amount off a minimum purchase. Proofread your ad for spelling or grammar errors. Have an employee double check your ads before it gets sent for printing. Include your company's name, address, phone number and website so customers can get more information as needed.
- Use different coupon codes for ads placed in different print publications. This will allow you to track each ad separately to see which ones give you more sales.
- Set up a spreadsheet or other way to track the coupon. Things you should consider tracking are the date, total purchase price before discount, amount of discount and coupon code.
- Instruct employees on how to accept the coupon code and offer the discount. Print a copy of the coupon to keep near the register so employees can spot counterfeit coupons. Tell employees what to keep track of and how to track it.
- Analyze your data. Compare the average sale price before discount to your overall average sale price. Compare the daily and weekly number and dollar amount of sales in the weeks after the coupon code to a comparable time before the coupon code was released. Use this data to design future ad campaigns.