How to know if your leaflet distribution worked
“I distributed 5,000 leaflets and I don’t know if it did anything” is the most common thing people say about leaflet distribution. It can be measured, and you don’t need to be an expert.
1. First make sure it was delivered
You cannot measure the response to a leaflet that never arrived. Ask for the distribution to be recorded: route tracked by GPS, photos of each area and how many leaflets were left in each one.
2. A different QR code for each area
If each neighbourhood receives a leaflet with its own QR code, you will know how many people in each area scanned it. It is the simplest way to compare neighbourhoods.
3. A coupon or a keyword
“Show this leaflet and get…” or “Say the word MAGDALENA when you book”. Anything redeemed at the counter can be counted, and if the coupon changes by area, you also know where it came from.
4. Always ask “how did you hear about us?”
It sounds obvious, but hardly anyone writes it down. A notebook next to the till or a question on the booking form during the campaign weeks gives very valuable information.
5. Work out the cost per customer
Divide what the campaign cost (design, printing and distribution) by the new customers it brought in. That figure is what lets you compare it with a social media ad or another campaign.
- Total campaign cost ÷ new customers = cost per customer.
- Compare neighbourhoods: repeat in the ones that bring cheaper customers.
- Bear in mind what a customer is worth over the year, not just the first purchase.