In an increasingly digital world where we can add tracking codes to any link and get analytics data on everything from our social posts to webpages and more, it remains more difficult to effectively track the ROI (return on investment) of your print advertising. However, this does NOT mean that print advertising is ineffective; in fact, we have consistently seen that print remains an important piece of the advertising strategy of many successful businesses. However, if you’re looking for more concrete analytics data from your print advertising, Nei-Turner Media Group is here to help. Our team has years of publishing and advertising experience and recommends the following four methods for tracking your print ads:
- Unique Promo Codes
If you are promoting a sale or special offer in your print ad, consider using a unique promo code or coupon that is specific to the print ad. For example, if you’re advertising 20 percent off the customer’s order in your ad within BRAVA Magazine, you could use “SPRING20-BRAVA “ as the code. This will allow you to track the number of orders that came from customers as a result of your print ad. - QR Codes within Your Ad
Use of QR codes in print ads has increased significantly over the last few years. These codes are relatively easy to set up, and many QR code platforms offer free analytics tracking. At Nei-Turner Media Group, we use QR Code Generator Pro, but a quick Google search will show many platforms offering quick and easy QR code set up. (Note: If you are using a platform that does not offer tracking or analytics for the free version, remember to use a customized link or tracking URL, so that you can track the web traffic from your own website analytics.) - Custom Contact Information / Phone numbers
Another way to help track customer inquiries and ROI is to set up unique phone numbers or email addresses for your print campaign. If you use Google Workspace for your company emails, setting up an alias for your email is a simple-yet-effective way to create a custom email address without creating a whole new email account for you to keep track of. For custom phone numbers, you’ll need to check with your provider to see if they offer call-tracking features. - Add a Survey/Question to Your Checkout Process
For many small businesses, this is one of the easiest (yet often overlooked) ways to find out where your customers are coming from. Whether it’s a simple survey during the online checkout process, or a quick question asked during the initial inquiry process, asking your customers, “How did you hear about us?” is one of the quickest ways to find out what advertising methods are bringing you ROI. You can even ask this question in person or over the phone when talking to potential customers. Remember to update these questions often as your marketing and advertising campaigns change.
When choosing your print ad tracking method, remember to consider your CTA (call to action) and what steps you’d like your customer to take. If your CTA is for customers to place an order now, perhaps the promo code method will work best for you, or maybe you prefer the custom survey question. If your business focuses more on phone inquiries and is looking to get clients to call for an appointment, consider setting up a custom phone number.
Nei-Turner Media Group has been publishing exceptional magazines for more than 20 years. Our readers and customers appreciate our superior quality and attention to detail. We are here for you. When you’re working on your next print ad with Nei-Turner Media Group, ask our knowledgeable sales team or advertising coordinators for tips on how to make your ad stand out and get the best possible ROI.