Cheap flyer campaigns 'should be measured'

Firms that use the services of cheap flyer printers ought to measure their marketing campaigns, it has been suggested.

Companies that use direct mail, such as cheap flyers, for marketing purposes need to measure their return on investment, according to one writer.

In an article for Marketing Week, Lucy Handley said direct mail "can reap measurable rewards for brands".

"And for business-to-business (B2B) marketers, it can mean huge returns on the initial investment," she continued.

However, 43 per cent of business marketers do not measure this profit, according to the Institute of Direct Marketing's latest B2B barometer.

Ms Handley quoted Debbie Williams of Vodafone Global Enterprise as saying this figure is unacceptable, because B2B marketers should always be looking for the relevant metric with any element of advertising.

Ms Williams added the good news for companies is that direct mail results can be measured relatively simply.

Organisations that use cheap flyer printing may also be interested in advice from Brendan Rolston of Actionmail, who recently told NZ Business magazine adding a personal touch to marketing materials is crucial for delivering the all important call to action.