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Valpak Solutions Guide Flipbook PDF
Valpak Solutions Guide
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Success Smiles Upon You
Valpak Media Kit 2017
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Today’s Customer Journey
Why choose Valpak ? ®
Many have come to know Valpak as the blue coupon envelope and they wouldn’t be wrong. Valpak is at the heart of communities across North
America, helping people save, businesses grow and neighborhoods thrive through a network of local franchises in the U.S. and Canada. Today, we’re a full-service marketing agency. We provide industry-leading traditional and digital marketing solutions to small and medium-sized businesses. With Valpak, you’ll still find the coupons that we’re known for, only now, you’ll find them online and in digital apps as well as in our iconic Blue Envelope. We mail nearly 40 million homes and host approximately 11 million daily unique visitors online, 54% from mobile platforms. From the Blue Envelope to website design and development to everything in between, Valpak supports local businesses with a full suite of innovative marketing services. The best thing about Valpak? We’re right here, where you are, in your local community. With over 150 franchise locations, you’ll benefit from a personal Valpak ally to guide your marketing decisions and help your business prosper. Because Valpak marketing consultants live and work in your community we know what your customers want and can help you take the guesswork out of advertising with real-world marketing solutions that drive measurable results. Your local Valpak office has the means and know-how to custom build a marketing campaign that meets your needs and budget to help your business grow. Let us introduce you to the neighborhood.
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How Valpak Delivers
Path to Purchase More than 80% of consumers research online before making a purchase. We have a solution for every path to purchase and we track consumer engagement in response to your Valpak ad.
DIRECT MAIL
HOMES
ACTIONS UNMEASURED
ACTIONS MEASURED Researched company on valpak.com
INTERNET Views Prints Clicks
CALLS
Called company directly through Valpak print ad
Researched/ called company directly
ABC SERVICE COMPANY
CALLS
Buhrow’s Burgers
Source: “Understanding how US online shoppers are reshaping the retail experience,” PriceWaterhouseCoopers 2014
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Researched company on search engine or customer website
ABC SERVICE COMPANY
INTERNET
Capabilities Overview
The Total Valpak Solution
Targeted Direct Mail
Valpak.com
Reach a targeted audience using a variety of direct mail formats and enhanced capabilities
Desktop, mobile, app • Business Profile Page: • Online Offers • Optimized Marketing Message • Consumer-Relevant Business Info • Maps & Directions • Contact Form • Photo Gallery & Video • Website & Social Media Links • Consumer Interaction Metrics • Syndicated Partner Network
• Direct Mail Formats: • Single-Panel Coupons • Multipanel Flyers • Circulars & Booklets • Cardstock & Unique Imprinting • On-Pak • Enhanced Capabilities: • A/B Testing • Selective Targeting • Address Matchback
Digital Solutions
Reach more audiences with Valpak Media Solutions, our suite of digital products that will create or enhance your online presence
Performance Tracking
Post-analytic methods to leverage learnings and optimize future campaigns
• Website Creation & Development • Local Claiming • Search Engine Optimization (SEO) • Search Engine Marketing (SEM) • Display Advertising – Google AdWords • Social Media Marketing
• Direct Mail Distribution • Online Traffic • Phone Calls • Online Offer Activity: Clicks, Views and Prints • Performance Dashboard
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How Valpak Delivers
Valpak Household AUDIENCE ENGAGEMENT
83 % 74 % 66 %
AUDIENCE
of households that receive the Blue Envelope are aware of it
Monthly: 39 Million Annually: 438 Million
of households open and look through it
NEIGHBORHOOD TRADE AREAS® (NTAs) NTAs are demographically selected neighborhoods within USPS carrier routes
of households look at every Valpak envelope insert
Households mailed per NTA:10,000
Source: 2016 Valpak Readership Study, Research Now®, November 2016
DEMOGRAPHIC PROFILE Household Income Home Value
$77,167
U.S.
$101,275
Valpak
$266,299 $355,533
College Educated
58.55%
Median Adult Age
47.05
Owner Occupied
64.95%
69.8%
48.19
71.73% Source: Claritas - 2010 Census with current year projections, January 2017
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The Blue Envelope® & Direct Response
Targeting Capabilites Geographic Targeting Target using carrier route, ZIP code, county, markets, state-level or a custom geography.
Demographic Targeting Identify and target key demographics within the Valpak audience by NTA®. Sample demographics include age, income, presence of children, etc.
Consumer Behavior Profiling Find consumers with a higher likelihood of purchasing your product or service using PRIZM® NE. Use PRIZM along with national survey data to identify your target customer and attract more.
Purchase Power Identify households that are estimated to spend more than the average household on your product or service.
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The Blue Envelope® & Direct Response
Creative Best Practices For more than 45 years, Valpak has conducted extensive research studies to understand what works best for consumer ad engagement. Valpak developed a research-driven ad format called the OHIO (Offer, Headline, Info, Other) design. This simple ad-design formula promotes the most favorable response in the Blue Envelope.
Category Expertise Through nearly 50 years of experience, we’ve learned that every business category is unique and affected by seasonality in different ways. We know the best offer for your business depending on the time of year. Through historical data, we can also tell you recommended frequency, reach and the results you can expect to achieve online.
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The Blue Envelope® & Direct Response
The Blue Envelope
Our look invites engagement with colorful, seasonal designs and inviting promotions. The Blue Envelope drives response and awareness for Valpak advertisers through advanced targeting and nearly 50 years of best practices in design and offers. Each month, the Valpak envelope delivers savings to nearly 40 million unique addresses.
How We Drive Results Targeted Audience
Consistency
The Blue Envelope delivers savings to households
Every month, The Blue Envelope reaches
in your market that Valpak specifically targets by
thousands of consumers in your neighborhood
geographic locations, demographics and
through still-powerful direct mail. We put your
consumer purchase behaviors.
professionally created coupon directly into the
hands of consumers.
Visibility The Valpak Blue Envelope is among the most
Purchase Power
recognized and well-received direct mail
The very people who will see (and act on) your
coupon programs. Nearly 3 in 4 households
coupons are part of an upscale, educated,
open and look through the coupon offers in
professional audience with more than just a little
The Blue Envelope®.*
spare change in their pockets. In fact, the average Valpak household income is 31% higher than the average U.S. household.** *2016 Valpak® Readership Study, Research Now®, November 2016 **Claritas data with current year projections, January 2017
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The Blue Envelope® & Direct Response
Single-Panel Coupons
Our expertise in graphic design and messaging can help you grow your customer base using our standard coupon format. Valpak’s single-panel print coupons are devoted to your business. As the foundation of your Valpak marketing campaign, these well-designed mini-billboards initiate online and foot traffic.
How We Drive Results
of fact, they know your competitors, too! That’s
We Know Graphic Design
effective offers, frequency and reach and provide
Years of experience and eye-tracking studies
accurate performance feedback.
have revealed to us the ultimate graphic design
formula that will get your coupon noticed.
Unique Exposure
Whether you choose from hundreds of proven
With a single-panel coupon, it’s all about you.
designs or we custom design a coupon
Your business and your offer will be center stage
specifically for your business, every coupon is
and you won’t have to share with anyone else.
easy to view and entices maximum response.
Sixty-six percent (66%) of households receiving
the Blue Envelope look at every coupon inside.*
why you can trust them to recommend the most
Local Industry Experts Your local Valpak marketing representatives are not only experts in direct, local marketing but they also know your neighborhood. As a matter
*2016 Valpak® Readership Study, Research Now®, November 2016
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The Blue Envelope® & Direct Response
Multipanel Formats
Valpak continuously researches new and innovative direct mail formats to create attention-grabbing products that capture consumer attention and incite action. Multipanel formats are increasingly popular. While 2-, 3- and 6-panel flyers elevate your message and provide optimal exposure, our 8-, 12- and 16-page circulars and booklets rival freestanding newspaper inserts.
2-panel Flyer
3-panel Flyer
6-panel Flyer
8-page Circular
How We Drive Results
and a variety of paper options. Multipanel
Bold, Eye-Catching Formats
to showcase your many products, services,
The multipanel formats are sure to get exposure
locations, menus or events.
coupon formats provide additional image areas
inside the Blue Envelope. They look and feel different from other inserts. They add to the
It’s Your Ad
sorting experience, causing consumers to pause
We recognize that the marketplace is competitive.
on your coupon. A colorful, thicker insert
When you choose one of our multipanel formats,
featuring your brand and your offers will instantly
you can do so without concern of your
capture attention. Consider using larger formats
competitor appearing on the back of your
in between your standard coupon mailings to
coupon. Our multipanel formats can also be
increase consumer anticipation and engagement.
printed in bulk to provide you with additional
takeout menus, flyers or handouts for your own
The Choice is Yours
local promotion.
Tailor your coupon to your business goals and budget. We provide you choice of coupon format
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The Blue Envelope® & Direct Response
Cardstock and Unique Imprinting
Track redemptions by imprinting each insert with a unique identifier code, keep consumers coming back with loyalty cards or get them to take action with Business Reply Mail (BRM). Give your coupons a sturdy start and a strong finish with unique imprinting, choice of finish, various size formats and other customization.
How We Drive Results
new consumers. Seventy-four percent of
Tracking Redemption is Easy
where loyalty/reward cards are offered.*
consumers said they’re more likely to shop
Using unique codes on each piece enables you to track response by geography and ensure
Provoke Action
one-time use when necessary. Matchback to a
Cardstock pieces provide an advantage when
consumer’s address is also available to identify
you want consumers to take action. Available in
which households have redeemed your offers.
uncoated finishes and various paper thickness, cardstock and BRM drive consumer action.
Increase Redemptions Loyalty cards not only reward your existing
*Epsilon, “2015 Holiday Shopping Survey Results, “ July 29, 2015
customers for repeat purchases, but also attract
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The Blue Envelope® & Direct Response
Envelope Cover
Premium placement on the cover of the Blue Envelope featuring your call to action drives customers to your offer inside the envelope, helping to increase traffic and overall brand awareness. Grab the attention of your consumers by occupying the prime position on the cover of the envelope.
How We Drive Results Get Up Close and Personal
We Break Through the Clutter
Advertising on the envelope cover puts your
The cover of the Blue Envelope gives you
brand directly in consumers’ hands and line of
front-row exposure, similar to the cover of a
vision the moment they open their mailboxes. The
magazine or a solo direct mail postcard, at a
cover of the Blue Envelope increases engagement
much more affordable price! Double your
and redemption by putting your brand front of
impressions with the cover and your coupon
mind and alerting consumers to your offer!
on the inside of The Blue Envelope.
We Get You Noticed The Blue Envelope is the most recognized direct mail brand, with nearly 3 in 4 households* opening it and looking through the coupons. Your ad on the cover of our flagship product will drive store and web traffic and increase your overall brand awareness in the neighborhood.
*2016 Valpak® Readership Study, Research Now®, November 2016
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The Blue Envelope® & Direct Response
Enhanced Capabilities
Target specific households based on data-driven information and test different offers. Valpak offers three ways to test your offer:
1. A/B TESTING
OFFER
2
OFFER
Test up to four creative versions within a single
2
OFFER
1
OFFER
mailing to determine the best-performing
1
creative. Test varying offers or visuals or simply test different call-to-action drivers.
OFFER
2
OFFER
OFFER
1
2
OFFER
1
2. SELECTIVE TARGETING Let Valpak invigorate your mailing list by matching it with ours. Send current customers a loyalty offer. Separately, but simultaneously, send past customers reactivation offers, and potential customers incentivizing offers.
3. ADDRESS MATCHBACK Take “SMART” to a new level with this option. Utilize unique codes to determine which households are redeeming your offers. Use this valuable data to continue follow-up campaigns with the Valpak SMART Envelope.
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Digital Marketing
Digital Solutions
Valpak Media Solutions is the one-stop media shop with the solutions you need to grow your brand power and customer base and to reach the right customers in the places they search and shop.
TOTAL INTEGRATION
+
Digital Solutions
Targeted Household
Reach more consumers online (desktop, mobile and social media)
Digital Marketing in One Place • Valpak.com Business Profile Page (BPP) • Website Development • Local Claiming • Search Engine Optimization (SEO) • Search Engine Marketing (SEM) • Social Media Marketing
One-Stop Media Shop The days of working with several marketing agencies and keeping track of different bills and contracts are over. Valpak Media Solutions helps you control your online presence, including digital search advertising and social media management.
Delivering Expertise When you trust Valpak with your marketing, you trust dedicated, on-trend experts that know how to create and manage the solutions for your unique preferences. It’s OK if you don’t know the difference between Pinterest and Instagram or SEO and SEM. It’s also OK if you just want to focus on other aspects of your business, like making money!
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Digital Marketing
Valpak.com Business Profile Page (BPP) Your business profile on valpak.com and the Valpak app will extend the reach of your offers to our network of websites, apps, search engines and directories.
What’s Included? • Marketing message • Up to 3 offers to drive consumer response • Contact form tailored to your business • Maps and directions • Photo gallery and video • Website and social media links • Enlightening usage metrics that measure views, clicks, prints and calls Optional: Custom upgrades available for ongoing SEO optimization and multilocation businesses.
How We Drive Results
In 2016, valpak.com hosted nearly 11 million daily unique visitors; 54% from mobile platforms. We increase incremental reach through our syndicated network of select partner websites.
High Search Engine Ranking Valpak.com ranks high in organic search results with nearly 4,341 keywords ranked in the top 3 Google search results and more than 32,095 keywords ranked in positions 4-10.*
Engaging Content Valpak BPPs are rich in unique content about your business. In addition to local savings on valpak.com, shoppers also experience limited-time promotions, sweepstakes and savings from nationally recognized brands. This interest-drawing content increases views to your BPP and your offers!
*SEMrush, January 2017
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Digital Marketing
Website Development
Make a memorable first impression with an attractive website. We work with you to customize colors, photos, logos and other artwork needed for an optimal website. Choose from a 5-page templated website or custom website of 3, 5 or 10 pages.
What’s Included? • Templated or custom website • Custom colors, images, fonts and more • Responsive, mobile-friendly design • Dedicated website development team • Branded email accounts • Hosting and domain registration • Tracking, reporting and analytics • Unlimited technical support • Unlimited text changes • Up to 25 image changes per month • Additional custom options, like e-commerce integration, are also available.
How We Drive Results We Listen and Tell Your Story The core purpose of your business website is to show and tell your story, your way. It’s your brand! Our team of web development experts understand that your website is much more than indecipherable code. We will work with you to help you tell your best story to the most people.
Responsive, Mobile-Friendly Design People are always on the move, so they should be able to access your website wherever they are. Your website will look great on both desktop and mobile devices, meeting the needs of consumers, across generations, whenever and wherever they shop.
Flexibility You could update your brand logo. You could offer new services or products. We get that your website is an ever-changing display. We provide the flexibility to update it as changes occur. Contact us any time you need guidance or assistance making those changes.
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Digital Marketing
Local Claiming
Further improve your search results by helping your business appear consistently and accurately on top local-search directories. Our local claiming package will ensure the accuracy and consistency of your online business information.
What’s Included? • Accurate, optimized business information on top search engines: Google, Bing, Yelp, YP • Confirm your business address is pinned accurately on Google Maps • Confirm your business phone and website address are easily available online • Confirm links to your website from the top-four search engines and directories (through aggregation) are working correctly • Monthly submission of your business information to four major data aggregators: Localeze, Infogroup, Factual, Acxiom Google Search Result
How We Drive Results We Put in the Work
We start by manually submitting and validating your business information with the top-four search engines. Electronically, we also submit your information to the top-four major aggregators.
We Don’t Stop With your active local claiming solution, we’ll continue to submit your accurate and optimized business information to our aggregators which, over time, will show results in over 50 directory sites.
We Follow Up Ninety days after local claiming is completed, you should see the results in directories and search engines yourself. We’ll follow up with metrics to show how your online listings have improved.
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Digital Marketing
Search Engine Optimization (SEO)
Get found online by increasing your search rankings. Through the integration of keywords and phrases, we can help improve the visibility of your website in a search engine’s unpaid, organic search results.
What’s Included? • Optimization of page content and images • Meta descriptions and title tags • Packages from 3-9 keywords • “Follow” and “share” social buttons • Rank and analytic reporting Depending on package choice, services can also include: YouTube channel setup and video creation, optimized blog and press releases. These features all link back to your website to make you show higher in search results and help consumers find your business.
How We Drive Results We Know SEO Our SEO experts help you choose the most relevant keywords for your business and create unique content to get your articles and pages ranking higher in search results.
We’re Proactive We stay ahead of Google algorithm changes to ensure your website remains a top search result.
We’re Transparent We’re sure of the integrity of our SEO and we want you to be sure too! That’s why we put the performance of your SEO in plain view with an online dashboard where you can monitor your success.
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Digital Marketing
Search Engine Marketing (SEM)
SEM is the quick and powerful way to drive search engine traffic to your website and customers to your door. Your SEM campaign will reach millions of potential customers across multiple networks like Google.
What’s Included? • Keyword research and integration • Campaign setup • Automated bid optimization • Ad copy creation, testing and rotation • Google AdWords ad placement • Various budget levels based on your business needs Take it to the next level with tiered, custom packages that integrate phone call tracking and online forms.
How We Drive Results We Deliver Traffic Our SEM program gets your website in front of eager shoppers with highly targeted ads.
Bid Management We increase or decrease keyword bids on an hourly basis, ensuring your marketing dollars are hyper-focused when and where consumers are searching for the products or services you offer.
We’re Committed We don’t stop after your campaign is built. We continue to monitor the success of your campaign and you can too, via our SEM report.
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Digital Marketing
Social Media Marketing
Easily connect with customers on social media with Valpak. From creating your social profiles to posting content, our team will help build your brand awareness and keep conversations flowing with your customers.
What’s Included? • Expertise with multiple social media platforms • Creation and optimization of social pages • Ongoing content creation and posting • Monthly fan-building ads Custom packages for additional fan building and specific channels available based on your business needs.
How We Drive Results Fan Building We can help you reach untapped audiences by
Facebook page
creating and/or managing your social presence on Facebook, Twitter and Google+.
Consumer Insights By monitoring your social networks and devising content strategies, Valpak helps you better understand what your customers are interested in and how they behave.
Word-of-Mouth Marketing Consumers turn to social media to learn more about brands. We get your brand out there and help increase foot traffic to your store.
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Performance Tracking & ROI
Track and Measure
Today’s customer goes online for more information before making a purchase. If you are only using offline methods of tracking your marketing, you may be drastically underestimating the true response to your offer. Know how consumers find your business and what drives them to purchase with our local print and digital advertising solutions. We track your campaign performance to definitively prove that Valpak works!
What We Track • Valpak print coupon distribution • Valpak.com Business Profile Page: views, prints, clicks and unique consumer actions • Using a dedicated web address, online traffic driven from your print coupon • Phone calls driven by your print coupon and BPP through the use of a call tracking phone number • With an active SEM campaign, we’ll track online traffic generated by the campaign and, if applicable, phone calls too!
Valpak Performance Dashboard Knowing that consumers interact with businesses in various ways, Valpak captures their actions conveniently in a single dashboard. Whether it’s phone calls, direct traffic to your dedicated web address or activity on your valpak.com profile, you’ll know!
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Performance Tracking & ROI
Call Tracking
We put a unique phone number on every part of your Valpak® campaign to help you monitor the quantity and quality of phone responses your advertising generates. Information about calls is captured and reported in an easy and actionable format, including the date and time of calls and call recordings.
What’s Included? • Turnkey phone line provisioning of toll-free or local numbers based on availability • Call recordings • Call summary reports and call dashboard • Whisper feature – a pre-call “whisper” notifying you that a call is coming through a Valpak call tracking line • Emailed call notifications
How We Drive Results We Help You Manage Performance The ability to listen to call recordings can be used as a performance management tool.
We Help You Operate More Efficiently Know the days and times of the week you receive the highest call volume to increase your staff count during peak periods and reduce it otherwise.
We Manage Your Campaign Include a unique call tracking number on different parts of your campaign and we will show you, in one convenient dashboard, where most of your leads are coming from.
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About Valpak®
Our Community Service Over the years, Valpak has delivered millions of dollars in savings across North America. But it’s a different kind of local value that we’re most proud of: helping neighborhoods like yours thrive. Being a good neighbor is at the heart of what we do. Finding new ways to bring enduring value to our neighbors is just part of our DNA. Valpak is proud to support the local businesses, organizations and nonprofits that create neighborhoods for all to enjoy.
To advertise with Valpak, contact your local Valpak rep
1.800.550.5025 valpak.com/advertise
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