By Mark Adkins, Business Opportunities Journal. November/December, 2008.
Valpak Direct Marketing Systems Inc. is celebrating its 40th anniversary. Valpak, which has 188 franchises in the United States and Canada, distributes some 20 billion offers each year in its mailers. In 2008, over 45 million households will receive some 516 million Valpak direct mail envelopes.
“Valpak has been a part of consumers’ lives for 40 years,” said Valpak CEO Bill Disbrow. “It’s the familiar blue envelope that consumers reach for each month when planning that next home improvement, trip to the hair salon or dinner out with friends. Consumers know Valpak helps them to save money.”
The mailers may seem like a simple concept, but the industry is big-business. Success, says Valpak, is based on careful study and research. Valpak makes use of case studies, focus groups, eye-tracking research, and advanced demographic tools that help businesses target consumers.
“Valpak’s success lies in smart targeting and audience selection,” according to Melissa Fisher, Senior Vice President of Marketing and Communications. “Valpak targets promotionally responsive consumers based on demographics, behaviors and geography,” said Fisher. “That, along with our monthly national promotions, ensure Valpak’s outstanding open rate – nearly nine in 10 adults receiving the envelope usually open it and look through the coupon offers.”
To increase the interest level among mailer recipients, Valpak features promotions with national partners such as Disney, 20th Century Fox, CBS, Ellen DeGeneres, Food Network, Martha Stewart and HGTV.
Tough economic times might have made coupons in the mail more relevant now than ever. According to a Valpak, almost three-quarters of consumers report using more coupons now than they did six months ago. Many of these respondents attribute their increased use of coupons to the economy.
Valpak continues to strive for growth, having recently completed a 500,000 square foot automated manufacturing centers located in St. Petersburg, FL, the Valpak Manufacturing Center. Valpak notes that the $200+ million building is large enough to house approximately 13 Boeing 747 airliners.
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