Track Your Results with Source Codes

Ensure that your front-line people know the importance of asking for source codes; in particular, they need to understand how important the codes are to your marketing department. Following are a few ways to increase the amount of business traced to a specific source code:
- Place the source code in a colored box on the back of your catalog.
- Use as few digits (alpha or numeric) as possible.
- Avoid using codes that can be mistaken for letters or numbers.
- Ink-jet the source code onto the back of the catalog (in the box) and onto the order form. The code must appear both places.
- Train phone reps to ask customers for source codes.
- Be sure every catalog is coded, including bulk copies used as bounce-back catalogs and to fulfill catalog requests (inquiries).