How to check out the performance of your brochure
Well, if you are not actually seeing if your printing project and output was worth the effort, it might be time to do so now. Let me help you by giving you the criteria on how to check the performance of your marketing tools. You should watch out for four major aspects.
• Impact – First, you of course would probably want to know the impact on your readers. Were they impressed? Did they get excited? Was there no reaction? Was there a violent reaction? To know if the impact was negative or positive, it is good to at least give a feedback mechanism within. Give the readers an email address where they can send their reactions to your brochures and see if the responses are good or bad.
Moreover, if you are distributing by hand, you should always try being observant and seeing how people react as they first glance and read your brochures. Did they go wide-eyed? Were they confused? Were they bored? Did they just give it a passing glance? Try to remember those initial reactions. This can really tell you how people have perceived your color brochures.
• Quality and longevity – Second, you should try to take a second look at the quality and longevity. After a year, does your marketing material already look a bit faded or torn? If your past stock have started to look shredded, chances are good that the ones you distributed earlier might have already deteriorated. If they are that low in quality, their performance can be described as limited with minimal success. Good copies must always last for a long time so that they can continually spread your message well after your distribution period is done. Therefore, if your color brochures look rugged already after just a year, you should know you have a lot of work to do.
• Coverage – Performance can also be determined by its coverage. Were they really given to the right people? Did you get your target locations to be interested in your ads and its content? To determine this, you should just see were most of your sales or interest responses come from. If most people come from the locations, where you did deploy brochures then indeed the color brochures were good at performing. Otherwise, if it is not, then your brochures were not really distributed quite effectively and you should think of a new strategy for the next deployment.
• Value for money – Finally, performance can be measured by its value for money. If you spent little money in brochure printing but had quite a great impact, then your brochures of course were indeed worth it. However, if your brochures were printed quite expensively and no good measurable results in terms of sales or interest can be seen, then those brochures are quite bad. If you get a measurable return of investment after deploying your brochures then, you should call it a success and print brochures more. Otherwise, you might want to rethink your design strategies and deployment.
That is how you check the performance of your color brochures. By knowing this, you should be able to easily adjust any aspects that need attention, which should help your brochures get better for future deployment. So always try to have a performance check when you can to be a better brochure printer and user.
