Shane Edwards • October 14, 2019
Five Important KPI values to apply to your leaflet campaign
At JogPost we can talk until we are blue in the face about how successful and leaflet drop can be, but the proof is always in sales. Any advertising strategy that includes the leaflet drop has to measure how successful it has been. One of the best ways to do this is the use KPI (key performance indicators). In this blog we thought we would look at KPI’s and how you can utilise them to measure the success of your efforts.
The Key Performance Indicator is a value that can be measured and used to demonstrate how well and how effectively a company’s business objectives are being delivered. KPI will also help on the way to achieving the marketing goals and to have a plan that can be adjusted, where needed.
Here are some key performance indicators and that you can check against what your marketing campaign is currently achieving.
1. Generated revenue
Assessing how much money you make is a basic yardstick of measuring how successful you have been with any sort of advertising campaign. By measuring KPI against any particular leaflet you deliver, you should be able to make adjustments that reflect which leaflets get the best response.
2. Business Leads
Although the main objective of a leaflet drop will be to sell goods or services, the fact is that many leaflet drops will not have amazing immediate sales results. Sales will often follow an enquiry, in other words your leaflet drop has generated a lead. It will be up to you to convert that enquiry into a sale.
3. Generated lead cost.
Having a lead from your leaflet drop is a good thing, of course, but it must be measured in terms of cost, in other words how much it cost you to generate that lead. The equation for this is the amount spent on your campaign divided by the number of leads generated in that leaflet campaign
4. Traffic to your website
The leaflet campaign that you run will usually contain several calls to action and ways for your prospective customers to learn more about you and hopefully order from you. One of these will no doubt be your website but just because people are curious enough to visit your website, does not necessarily mean they’re going to buy. If this turns out to be your experience then it might be worth looking at having your landing page altered. The call to action the prospective customer sees when they visit your website must be every bit as strong as the one that you have printed on your leaflet.
5. Response Time for sales
If you were going to turn any leads you have into sales it is the number one rule that any enquiry must be responded to fast. There have been all sorts of studies that have correlated the response time to the positive outcome of an enquiry and within the first hour is the best.
We hope that you find these few tips helpful when you are planning your next leaflet campaign with JogPost.
