Valpak Highlights Major Innovations in Data-Driven, Omnichannel Marketing for Local and National Advertisers

Valpak, the leader in American household data, direct marketing and omnichannel media solutions, outlined key aspects of its ongoing transformation as a modern powerhouse in consumer marketing and media solutions. Valpak is innovating a dynamic and growing range of data-driven products and capabilities that are increasing marketing efficiency, brand awareness and sales lift for local and national advertisers.

Major technology and business investments have placed Valpak at the nexus of consumer data and analytics, household and neighborhood insights, and advances in direct mail and omnichannel engagement, to help advertisers better understand, influence and activate purchasing among American consumers nationwide.

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“We want national and local advertisers to understand the New Valpak,” said Benjy Uhl, executive vice president of audience and product development for Valpak. “When people see the tools, technology, data, and media options we offer today, they understand that Valpak should be prominently considered within their marketing mix. The company’s continuing innovation is a major reason Valpak is significantly out-performing today’s resurgent multibillion-dollar direct marketing and mail industry.”

Valpak is partnering with the CMO Council on a compelling webinar presentation to be held Dec. 13 exploring the importance of household-level consumer insights and targeting beyond digital engagement data. The event is entitled “Reality Check: Aspirational Marketing or Precision Targeting.” You can register for the webinar here: https://www.cmocouncil.org/thought-leadership/events/reality-check-aspirational-marketing-or-precision-targeting

Over the past few years, Valpak has built a robust, state-of-the-art consumer data and analytics platform incorporating thousands of data points across billions of records of internal and external data sources covering such factors as ongoing purchase behavior, property information, income levels, credit worthiness, household size and demographics, and much more.

The combination of Valpak’s data, analytics and advanced print, distribution and mail capabilities allow brands to effectively target consumers at the household-level. Valpak can reach any home in the US with the ability to leverage a curated subset of 41 million high-value homes as well as segment and target buyers digitally. The average income of Valpak households is 28% higher than the average US household.

Unique within the industry, Valpak’s Household Select technology allows brands for the first time to reach specific households both locally and nationally with targeted advertising and offers within its iconic shared Blue Envelope. Household Select creates the industry’s most cost-effective targeted mail solution. Using predictive analytics, Valpak can effectively reach consumers across a wide range of factors, such as purchase preferences, buying cycle, household moves, pregnancy, milestone events, like birthdays or graduation and aging into Medicare. Studies show the Blue Envelope has a 92% open rate.

Other fast-growing direct mail media solutions include targeted post card advertisements and Valpak’s new Premier Plus. Premier Plus is a new national brand advertising solution that converts the back of Valpak’s iconic Blue Envelope into an eye-catching billboard that receives 100 million impressions across high-value U.S. households with 100% viewability.

SOURCE: PR Newswire