2012 Media Kit
Valpak Solutions 速
Influence, Attract and Nurture Customers
3 I nc r e as e y o u r o p t i o ns 5 M a x imi z e y o u r m e d ia d o l l a r s 7 Ta r g e t e d , I nn o va t iv e , C u s t o mi z e d 9 M A X I M I ZE Y o u r M e ssa g e 10 Va l p a k d i r e c t mai l S o l u t i o ns 11 D I G I T A L P A C K A GE S 12 M o n t h ly PRO M O t i o ns 14 C o m p r e h e nsiv e S u p p o r t S e r vic e s 15 d e si g n an d p r o d u c t i o n 速
“Valpak ® is one of the strongest consumer brands I know of for awareness and quick, clear relevance to consumers. They call it “Value Pack,” and to millions of Americans every month, it is just that. Cox Target Media has made the right choice in putting their resources behind this brand.”
Targeted Media Will Increase Your Options
Not Limit Them Valpak Ensures Your Message Hits Home In More Ways Than One ®
Valpak is a results-driven marketing company that offers advertisers full service, targeted, direct marketing solutions and support services. Valpak is an affiliate of Cox Enterprises, Inc., one of America’s leading media companies with major holdings in newspaper, television, radio, cable TV and Internet/interactive industries. Taking advantage of our collective understanding of media, Valpak has created integrated programs to maximize your campaign potential.
Whether Marketing on a Local, Regional or National Scale, You Can Talk to America Directly with Valpak • Responsive consumer audiences know and trust our nationally branded products. • Valpak works with you to develop unique direct marketing programs using your own consumer databases or by creating micro-targeted audience profiles based on your campaign needs. • Buy nationally and execute locally. This enables you to target messages by market or neighborhood. • Select trade areas as small as 10,000 households, online and/or offline, or as large as 40+ million throughout North America. • Utilize our research services group to customize your campaign targeting methodology. • Take advantage of our award-winning creative services design team to develop a new campaign or to extend your existing creative design.
“With Valpak ® having Molly Maid templates ready to go, it’s a no-brainer. My business profile has increased online because of the added exposure that Valpak.com ® gives me. Moreover, my presence on Google ® is more prominent. Lots of people are using the Internet to find good deals, and I want them to find my Molly Maid.”
Hit More Homes. Hit More Accurately.
Maximize Your Media Dollars Valpak Delivers ®
More Efficient Than Other Media Radio, television, newspapers and other media blanket large areas, reducing the effectiveness of your advertising dollars. Because we have a thorough understanding of, and presence in, local, regional and national markets and a strong success rate in targeting “qualified” members of our audience, we can design a comprehensive proposal that hits home for you every time.
Targetable – Audiences can be identified by age, income, family status and other demographic, geographic, consumer behavior or expenditure identifiers. Our branded programs can be designed to target an area surrounding specific retail locations or pre-designated trade areas as small as 10,000 homes, or even smaller if your proprietary program requires it.
Trackable – Using national campaigns with total-market versioning or creating unique local neighborhood promotional programs, Valpak can help you create or match databases of sales and customer information that will help you to maximize your current and future customer acquisition and loyalty programs.
Effective – We take the guesswork out of your marketing efforts. No matter which solution or service you use, we provide measurable and quantifiable results.
Cost-Efficient - Our programs provide you with dynamic marketing options designed to suit your specific budget and campaign objectives without the inefficiency of traditional media.
Synergistic – All of our Valpak product options can be used as stand-alone marketing programs, or they can be combined to create a comprehensive solution to meet all of your marketing needs.
“Since the coupons started mailing in July 2009 we have continued to see tremendous results with Valpak ®. It continues to exceed our expectations every month. I encourage any restaurant to work with Valpak and run Buy 1, Get 1 Free offers. Now with Valpak.com ® we average 170 prints a month from the Valpak.com site and the phone apps that customers bring in.”
Targeted, Innovative & Customized Solutions
TAILORED FOR YOUR SUCCESS Solutions That Work Valpak® offers a number of distinctive products and services that work together to create full-circle direct marketing support, regardless of how dispersed or diverse your audience might be. Our solutions can consistently connect you with your best prospects.
Print Solutions • Branded consumer products, with a loyal readership base. • Weekly scheduled mailings and a variety of ad format options. • Solo direct mail programs for customized messages and audiences.
digital solutions • Enable you to reach a responsive audience online and on the go. • Extend your reach via exclusive distribution partnerships.
Integrated solutions • Convert Web traffic to store traffic and vice versa. • Create your own custom consumer profiles for enhanced performance. • Free design services to help you maintain brand efficacy.
“Recently, one of our customers brought us a Valpak ® coupon which prompted us to call. We never realized the power of The Blue Envelope ® until we watched coupon after coupon being redeemed. Valpak is the only form of advertising that has worked for us. We have already recommended Valpak to friends who are business owners as well as others who have asked us about it.”
Complementary Products Maximize Your Message
with core consumers Direct Mail Solutions: The Blue Envelope
• Consumers throughout North America know and trust Valpak to deliver savings and values. That’s why nearly 9 out of 10 households receiving Valpak open and look through The Blue Envelope®. • The Valpak envelope contains a mix of ads from national, regional and local advertisers, including dining and entertainment, home improvement, health and beauty, automotive and more. • From savings alerts, special discounts and offers, to menus and more, consumers look to Valpak each month to deliver rewarding, relevant and reliable ads from neighborhood businesses and national brands. • We have over 40 years of experience developing the most effective strategies for businesses of all sizes.
Valpak Fast Facts • Valpak is delivered to households in approximately 110 U.S. Nielsen Designated Market Areas (DMA), in 45 states, and 4 Canadian Provinces. • In 2011, over 485 million envelopes were mailed to over 41 million unique addresses across the U.S. and Canada. TM
• In 2011, over 20 billion ads were mailed inside Valpak.
2011 Valpak Readership Study, Winter 2012, Valpak company records
Valpak Direct Mail Solutions ®
Valpak direct mail solutions use a demographic segmentation system called Neighborhood Trade Areas (NTA ). The selection criteria for an NTA is part of the reason why Valpak direct mail solutions offers advertisers a high level of performance. Mailing by NTA allows advertisers to target qualified customers geo-demographically for the best possible results. The Valpak audience is profiled using syndicated research from Scarborough Research and Experian Simmons . When combined with Nielsen PRIZM , it provides advertisers with useful lifestyle and predictive behavior data. ®
Solutions That Work From mass-targeting to precision placement, Valpak® offers advertisers multiple ways to speak to those qualified consumers who are most likely to want or need your products and services. And whether you want to reach busy families, professionals, or active retirees, advertisers can trust Valpak to treat consumers as smart, sophisticated shoppers who want offers that are relevant to their lifestyle. • Valpak direct mail solutions enable you to focus your messages on a single neighborhood, city, DMA or a combination that matches your store coverage areas or desired consumer profile. • Valpak makes planning your campaign easy. By utilizing the Valpak regional mailing areas, you can set up your campaign’s in-home dates with ease. • Valpak mails each region of the U.S. and Canada once a month so your advertising message arrives within a targeted time frame in the city, DMA, state/province or region you choose.
Reach Top Prospective Customers in Your Market
Single Parent Family Teenagers who actively use the web
Traditional Family With Children, Drives Mini-Van
Professional Couple in 30s Dual Income, Outdoor Lovers
Females 25-54 HH Income $35,000+ Excessive Clothes Buyers
Single Parent Book Purchasers
Professional Woman Active Smart Phone User Travels Often
Homeowners Who Like Gardening
Professionals 25-45 HH Income $60,000+ Dine Out Frequently
Household That Never Misses A Summer Vacation
Professional Male/Female Internet Purchasers
Male Music Lover
DIGITAL PACKAGES In Front of Your Customers Wherever They Are! • Reach consumers wherever they go. Valpak® Smartphone Applications put your name in front of consumers searching for local businesses on their mobile devices. The number of mobile coupons redeemed in North America in 2011 and 2012 is set to increase by triple digits from 2010. • Stir consumers to action with savings offers and incentives. An estimated 53 million adults print internet coupons, up 14% from 2010 (Experian® SimmonsTM, Summer 2011 NCS Adult Survey 12-month.) • Allow your best customers to speak for your business. Ratings and reviews for your business on Kudzu.com provide influential, decision-making content to consumers. • Measure ROI. Ensure your marketing dollars are being spent effectively with clear-cut reporting and tracking. • Reside on multiple platforms without having to manage each individually. We provide central ordering and management.
Audience Statistics: • Over 640 million offers were viewed on Valpak.com® in 2011, an average of 53.5 million per month!* • In 2011, over 3.6 million coupons were printed from Valpak.com®. • At the end of 2011, the total number of individuals (double opt-in only), registered for Valpak.com® Member Exclusives was approximately 1.24 million. Source: “Elevating the Mobile Love Affair with Coupons,” The Yankee Group, April 2010. Omniture logs/records. *Cox Target Media, Inc. internal server logs/records
Monthly Promotions The Valpak National Promotions Program Builds Awareness, Consumer Excitement and Anticipation Around Every Mailing ®
• Each blue envelope becomes interactive as consumers respond emotionally to the element of surprise and the chance of winning exclusive prizes and rewards. • Valpak consumers are engaged to open the envelope, not only to look for local values, but also to participate in exciting lifestyle promotions. • Valpak national promotions are a consumer favorite, increasing the brand’s #1 market leader position and generating the highest open rates in the industry to ensure your marketing messages are seen. • Promotional partners include Food Network, HGTV, CBS, WE TV and others, providing strong consumer interest in the envelope.
I’ve seen the results…it’s as simple as that. Valpak has exceeded all expectations. It has brought NEW customers in our doors… I love that I can measure the effectiveness of marketing with Valpak. We live in tough economic times and people are looking for coupons like never before. They don’t throw The Blue Envelope away.” ®
The Service and Support
YOUR BUSINESS DESERVES Custom Fit For Your Business Success Research Services And Consumer Behavior Tools Valpak® uses nationally recognized research services to obtain census, demographic, consumer behavior and consumer expenditure data to ensure precise audience targeting for the best possible results. Our knowledge and understanding of the Valpak consumer means your advertising dollars are maximized. Valpak has the ability to identify specific consumer behaviors using Nielsen PRIZM and survey data from Scarborough Research™ and Experian® SimmonsTM which plays a key role in getting your message to the right audience. When combined with Nielsen Consumer Buying Power you have a winning formula that gives you the power to find consumers who look like your customer.
Experienced Research Consultants Professionally trained research consultants are available to provide pre- and post-analytical support to advertisers who need unique quantitative data on individual programs: • Geographical Targeting/Mapping services are provided based upon neighborhood demographics, retail shopping locations, and postal carrier routes. • Pre-Analytic support includes using sophisticated targeting techniques to ensure advertisers are purchasing the most appropriate portion of the Valpak audience. • Post-Analytic support includes a variety of testing methods to measure the success of the Valpak program or the offer itself.
DESIGN & PRODUCTION Creative Services
Our creative department works with advertisers to develop
Hours: 11am - Midnight Mon - Sat
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can create unique campaigns or use existing design elements,
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supplied by you or your agency, to produce a robust and well-thought-out ad solution that suits your needs.
14500 Pinecrest Blvd. - Madison
materials that project your company’s image and style. Our award-winning team of graphic designers and copywriters
interactive online and high-quality printed marketing
2356 Valley Rd. - Madison
784-2519 Call For Appointment
Installation Guarantee, Factory-Trained Installers, Financing Available
20% Off Any Service Call Today For An Appointment With Coupon Only Not Valid With Other Offers Expires 12/12/2012
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Production Services Advertisers looking for something more unique can choose from a variety of printing, design and fulfillment options including four-color coupons, flyers, coupon booklets, magnets and more, to fit your product, message and budget. Valpak® account representatives will help you obtain mail lists that will
14500 Valley Rd. - Madison
735-1489 Hours: 9am - 9pm Mon - Sun
$14.99 Shampoo & Haircut Appointment Necessary With coupon only. Not valid with any other offer. Expires 12/12/2012
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Modern, Trendy Styling, Color Corrections, Walk-Ins Welcome, Coloring & Highlights
Great Savings On Toys! Large Selection of Toys for All Ages!
Lil’ Dreams Toy Store 8574 Tipton Blvd. - Madison
789-7598 Hours: 8am - 10pm Mon - Sat, 11am - 7pm Sun
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Balloons, Helium Tanks, Costumes, Face Paint
accurately target your qualified audience.
Connect with your best Customers
In the mail.
On the phone.
Cox Enterprises, the parent company of Valpak, is the 6th largest advertising media company, by sales, in the United States. (Source: “Media Industry”, Hoovers. Web. 06 Jan 2012 www.hoovers.com) Valpak®, Valpak.com®, Neighborhood Trade Area®, NTA®, The Blue Envelope®, The Envelope DesignTM and Connecting Advertisers with Audiences® are registered trademarks of Valpak Direct Marketing Systems, Inc., its subsidiaries and affiliates. Copyright © 2012 Valpak Direct Marketing Systems, Inc. All rights reserved. All other products and company names are used for identification purposes only and may be trademarks and/or registered trademarks of their respective owners. Valpak Direct Marketing Systems, Inc. makes no claims to these trademarks.