Valpak Turns to Newspapers to Promote Direct Mail

By: Mark Fitzgerald The big direct mailer Valpak used the signing of the federal stimulus package to launch a national newspaper ad campaign promoting its brand and product as "The original Consumer Stimulus Package."

Valpak -- a unit of Cox Enterprises, which is the parent of Cox Newspapers -- bought full-page ads in 10 papers that cover 30 of its franchise markets.

By targeting what it calls "beleaguered business owners," the campaign represents a departure for Valpak, which has traditionally advertised to consumers. Valpak noted it changed that strategy in 2008 with "blended consumer and business messaging."

"In 2009, the advertising speaks directly to business owners looking for ways to drive sales and increase consumer traffic," the company said in an announcement.

"We have shifted our advertising budgets and efforts to be more focused on business-to-business advertising for our franchises," Valpak's director of marketing, Kim Dominguez, said. "This campaign is a precursor of what's to come. We will continue to monitor and respond to the market. Our plan is to remain fluid so we can respond to business needs as the economy changes."

The ads tell business owners they can "reinvigorate the economy today by putting a money-saving offer into the hands of targeted consumers." With the present "shift to thrift, even upscale consumers are looking for savings," the ads say.

The ads appeared in the following newspapers: The New York Times; The Baltimore Sun; Chicago Tribune; Houston Chronicle; Kansas City Star; Los Angeles Times; South Florida Sun Sentinel; Salt Lake Tribune; Detroit Free Press; and The Detroit News