Valpak expects big returns for a 40-million-piece drop going out Monday.
In the promotion, which runs June 3 through July 8, Valpak is partnering with 1-800-flowers.com and Disney DVD to offer a contest and coupons for savings on disks and blooms.
The mailing is part of the co-op mailer’s re-branding initiative to bring national advertisers into the mix as opposed to offering exclusively local brands. The effort, which began in January, has lifted awareness and open rates for the Largo, FL-based marketer.
The theme of the upcoming mailing is “celebration.”
“This time of year is traditionally a month of celebrations, with graduations, weddings and the Fourth of July, and Disney is celebrating ‘100 Years of Magic,'” said Rosemary Perras, director of promotions for Valpak’s parent Cox Target Media.
A Disney contest is featured on the back of the envelope and an insert offers a chance to win two trips for a family of four to Orlando, FL to enjoy the Disney theme park.
The 1-800-flowers’ insert details a chance to win a monthly bouquet special each month for a year. 1-800-Flowers’ promotion is also advertised on the outer envelope. Coupons for dollars off both Disney DVDs and 1-800-Flowers products are included in the pack.
Recipients can enter the contest by sending in an entry form or by registering on www.valpak.com. Winners also receive a book, “Celebrations” by Jim McCann, founder of the floral direct marketer.
The re-branding campaign introduced coupons for a combination of national and local brands, focusing on dining and entertainment, automotive, travel and leisure and health and beauty.
Among adults who have received the new mailers, awareness of Valpak went up to 94% by March, from 88% last September. Open rates were at 85%, compared with 80% in September, according to a Valpak study.
Some 80% of adults who received the envelope, tore it open and looked through every coupon. And, coupon usage remains high–54% of those who received the pack cashed in a coupon in the last 12 months.
The re-branding is promoted by an ongoing $7 million marketing campaign, which features advertisements on television and in national magazines such as Martha Stewart, Oprah and Better Homes and Gardens.
Other national partners promoted on envelopes since January are CBS, H&R Block, 20th Century Fox and Burger King.
The familiar blue envelope remains, but it has lost its cellophane window and now portrays photos of Valpak’s target: women between the ages of 25 and 54 with children in middle-to-upper middle class households. Valpak mailed 500 million co-op packages last year.
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