What is the typical response rate when using flyers?
I want to use flyers to promote my business that targets students. Currently, we have a website and are using facebook to target our marketing efforts. I want to track the results of a flyer campaign, but not sure what to use as a benchmark. Thanks for your thoughts.
Flyers like paper flyers? Electronic ones usually have a snippet embedded to track them, and several web services can do this for you. With paper flyers ad a promo code that must be used when calling in or placing an order, then you know if the flyer was used or not.
Ken, I think another consideration is context. I was responsible for marketing for Kaplan Test Prep for many years (a big campus marketer) and we used flyers often. I found that colleges were absolutely inundated with them--everything from big brands to student groups. It's easy to get lost in that chaos.
And if you're posting them, be sure to check university rules. Many have become much more strict as to where, when & how campus marketing happens.
If someone is physically passing them out, I would suggest a dedicated URL on them so you can track traffic. I also think something smaller (postcard or business card, for example) may be more memorable. Campus garbage cans are often filled with flyers; something smaller/a little more substantial (with an intriguing hook that leads to your website) may have a better chance of being kept and acted on.
Another alternative idea: A student ambassador program. It's more work, but ultimately I found them more successful as students are much more likely to be influenced by their peers.
Happy to chat more if you like.
Simplify the process; use your flyers in conjunction with your Facebook presence by adding a QR code to your flyer that takes students directly to your Facebook page on their mobile phone. There you can host a sign-up form with an incentive to gather e-mails, phone numbers or any other profile data relevant to your campaign, plus encourage them to “like” what you offer too so your communication lines are instantaneously established (opt-in) across all desired media.
To answer your question directly you can use a QR recording site to register the number of times your code is scanned and/or you can require that students enter a CTA word like “winner” printed on the flyer when they register for the incentive you offer.
If anything - you should give a CTA for a email so you can build an email list and then to one blast. Mail chimp and constant contact both are great for anyltics for these sorts of things
There is no "typical" response rate. It all depends on the target market and how your messages focuses on solving their problems and showing the benefits of your solution. But in any case, only media will not grow your business. You need to use all the means at your disposal.
But the most important part, is to get the message right. If you don't, you will not get the results you need to have.
Flyers don't sell, but people do. While they can generate some spark in your target they don't magically create new business.
It would be better to do promotions where Students are active on social media.
Look for social media sites for college students
start with this link