Valpak

Posted by Cary Snowden

June 26, 2007

Shawn Shields presented ValPak direct mail marketing at our BNI meeting this last week.

ValPak, as you probably know, is that pack of cards you receive in your mailbox every so often. The cards range from ordinary advertisements for items everyone needs to actual discounts on everything from pizza to tires.

I was surprised to learn that ValPak is a national group, and that they can segment your market into fairly tight geographic regions they call ‘zones’. Targeting a zone might help your business focus on a specific area in your city, or a greater region across the nation. Cool!

ValPak is touting a 90 percent ‘open rate’, which means that almost everyone who receives a ValPak will open it and go through the cards. Advertising in ValPak appears to be a great way to get in front of a lot of customers.

Not interested in the advertising pack? ValPak specializes in direct mailers as well. If you want to go it alone, ValPak can create any size mailer and deliver it to the right zone for you. They have years of expertise in creating direct mail advertising and have done retinal scan research to learn where people are looking when they scan your ad. Effective marketing.

With technology and research on their side, I was happy to hear that ValPak bases their direct mail strategy on a classic formula: ‘OHIO’. OHIO stands for ‘Offer, Headline, Image, and Other’. Creating an ad is more than just guesswork, and ValPak seems to understand this well.

Pricing seems affordable, too. I might just give ValPak a try sometime.

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Utah Valley Business

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