STORES Magazine - April 2008 - (Page 42)

Retail clients advertise “smart” with Valpak With 40 years of experience providing research-based best practices and customized, turnkey solutions to tens of thousands of companies every year, Valpak is one of the leading direct marketing companies in North America. Every retailer has its challenges. Whether it’s replacing lost customers, reduced traffic due to rising gas prices or a competitor building a new store nearby, there’s always something in the ever-changing competitive landscape. ® The 5 elements of an effective Valpak campaign Whether the goal is to build brand awareness, blunt the competition or attract new customers, Valpak includes these five elements in every successful retail ad program to boost success: The Right Package The Right Market The Right Product The Right Offer Get your message seen inside the familiar Blue Envelope Get your message seen by the right people with precision targeting Present your message in the most effective package and design Motivate your prospects to respond to the message The direct mail advantage Successful retail operators incorporate direct mail as part of their marketing mix because it works. When offers land in their mailbox month after month, consumers get to know and feel comfortable with local advertisers in the comfort of their own home. Print ads, television and radio all have a place in an advertising repertoire, but only direct mail can reach the most highly-sought after households that make an ideal match for a retailer’s customer base. Direct mail is familiar, convenient, interactive and private, prompting consumers to take it into their home and sometimes keep it for periods of time. It’s also tangible — prospects can hold an offer in their hand and refer to an advertiser’s message again and again. This not only helps to build a relationship with the retailer, it encourages consumer interaction. Precision mass targeting is what Valpak is known for. Partnering with Valpak, retailers can zero in on only customers who are projected to spend more on particular goods and services such as apparel, electronics, office equipment or home remodeling. Whether you are a large, fast-growing chain or a small, locally owned shop, Valpak has extensive experience serving retail clients that can benefit you. Over 2.6 billion retail offers were mailed last year in the Blue EnvelopeTM. Valpak understands that the retail industry’s needs are unique and they are well-equipped to deliver a customized program to meet any challenge. ADVERTISEMENT The Right Frequency Get your message seen enough times to make a difference. Valpak has this success formula down to a science. This leader in cooperative direct mail raises the bar in the industry by incorporating both science and art in their research-based designs and programs. In addition to leading edge consumer research, they utilize eye-tracking technology and focus groups to create “intelligent” campaigns. The result? Highly targeted messaging that goes directly to the people retailers want to see in their stores. A direct mail piece can make a lasting impression. That’s why a highly trained Valpak advertising consultant stays by a retail client’s side every step of the way. This professional will make recommendations on advertising strategies and develop a cost-effective program tailored specifically to the needs of that business. With the ability to pinpoint ideal prospects, high brand awareness and a proven track record with retail clients, Valpak delivers a complete customized solution to retail advertisers. www.valpak.com/advertise A COX TARGET MEDIA COMPANY http://www.valpak.com/advertise

Table of Contents Feed for the Digital Edition of STORES Magazine - April 2008

STORES Magazine - April 2008 Contents Executive Editor's Page President's Page More Retailers Bagging Monthly Comp-Store Reports Time-Warner Center's Economy-Defying Results What Shoppers Think 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Eating Locally Grocery Concept2Watch Restaurants Online Services Marketing Human Resources Product Lifecycle Management E-Commerce: Peer Reviews Drive Online Buyers Kiosks Recycling Operations Payment Systems POS Logistics E-Commerce: Getting Personal Website Management LOEB Retail Letter Arts Update Point of View NRF News Retail Industry Calendar Last Laugh

STORES Magazine - April 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.