Measuring the ROI of Non-Digital Paid Marketing Tactics

As businesses continue to seek effective strategies to boost their marketing efforts, it is crucial to measure the Return on Investment (ROI) of different marketing tactics. This is especially important for non-digital paid marketing initiatives. While digital marketing has its own set of tools to track ROI, non-digital efforts often require more creative methods. In this article, we will explore several techniques for tracking the ROI of your non-digital marketing initiatives and improving their effectiveness.

Customer Surveys

The most straightforward method to track the impact of your marketing projects is through customer surveys. By asking customers how they found your company during their inquiries or purchases, you can gather valuable insights into which marketing initiatives are most effective. Customer surveys can easily be integrated into your point-of-sale systems or covered through your employees.

To implement this technique, consider including a question on your receipts or point-of-sale forms that asks, How did you hear about us? This will help you understand the channels and strategies that are most successful. Additionally, you could conduct online or email surveys to gather more detailed feedback.

Key Codes

Assigning specific key codes to track the performance of non-digital marketing methods is an effective way to gather data. Key codes are a combination of letters and/or numbers, placed on marketing materials such as print brochures, flyers, TV ads, and signboards. These codes should include information that identifies the relevant month, year, content type, location, and distribution method of the marketing activity.

To track the results of specific projects, you can request customers to include the key code when making a purchase, whether by phone, in person, or online. This will help you identify which marketing techniques were the most effective. For example, a key code like MAY2024-PRINT-001 could indicate a print brochure distributed in May 2024, while DEC2023-TV-WINTER-SALE could represent a TV ad for a winter sale in December 2023.

Promotional Codes

Using promotional codes is a reliable method to track the ROI of price-cut deals, whether customers use them online or in person. To collect sufficient data to evaluate the effectiveness of different promotions, you can send marketing codes to at least 1000 customers. This allows you to track which promotional offers are driving the desired outcomes.

To implement this technique, consider distributing promotional codes through email campaigns, print materials, and on your website. Encourage customers to use the codes during their purchases and track the number of times the codes are used. This information will help you understand which promotions are most effective and adjust your future campaigns accordingly.

Call Monitoring

Many telephone companies offer features that enable you to establish multiple call numbers, track referrals from these numbers, and use location codes or toll-free numbers to target specific regions or audiences. This method is particularly useful for organizations with a wide geographic reach.

To track the ROI of specific campaigns via call monitoring, you can assign unique phone numbers to each marketing initiative. When customers call from these numbers, you can monitor the conversations to understand their needs and how they interacted with your marketing materials. Additionally, you can use different location codes or toll-free numbers to track calls from different areas, ensuring that your marketing efforts are targeted effectively.

Conclusion

Measuring the ROI of non-digital paid marketing tactics requires creative and detailed tracking methods. By implementing customer surveys, key codes, promotional codes, and call monitoring, you can gather valuable data to assess the effectiveness of your marketing efforts. These techniques will help you identify which strategies are working and which need improvement, allowing you to refine your non-digital marketing initiatives and maximize your return on investment.

Implementing these tracking methods is a critical step in developing a comprehensive understanding of your marketing performance. By staying informed and making data-driven decisions, you can ensure that your non-digital marketing tactics are as effective as possible.