Valpak Teams With Chrysler to Sell More Cars to Women

Cox Target Media has developed a direct marketing program for some 3,900 auto dealers in the U.S. Chrysler Group. The goal is to sell more cars to the primary audience of CTM’s Valpak franchise: women.

The full-line of Valpak products, including the blue Valpak envelope, Valpak.com, Valpak E-mail Club and Solo Values customized direct marketing, are offered to Chrysler Group dealers through this new, special program and partnership. Through this special program, Valpak products are available via a customized Web site linked into Chrysler Group’s Intranet site for Chrysler, Jeep, and Dodge dealers.

“Our Valpak consumers are projected to spend more than $250 billion purchasing new and leased automobiles,” said Hal McMenamin, director of marketing for Cox Target Media, the company that owns and produces Valpak marketing products. Nearly 40 million Valpak households are located within a five-mile radius of U.S. Chrysler Group dealerships.

Customized Geographical Information Science (GIS) audience research is a feature of the program. Daimler Group dealers will identify and target key demographics within the Valpak audience by neighborhoods of 10,000 households. Dealers will choose from among several audience profiles to tie into the line or model of automobiles they wish to feature in their campaigns.

According to Cox research, women now purchase 65% of all new cars and influence 95% of all automobile purchases. In almost 80% of the cases where married couples buy a new or used vehicle, it is the woman who called the shots and made the final decision.

The new Valpak program is supported by both partner’s marketing and franchise support teams. Templated new car advertisements, designed by the direct marketer, and pre-set recommended targeting tools have been developed for Chrysler Group dealers to use in their Valpak advertising. Rates and detailed mailing information broken down to mail-carrier routes are available as well. Via zip codes, Chrysler Group dealers will be directed to their local Valpak offices.

Valpak mails nationally each month to a 43 million U.S. household audience; women reside in 91% of those homes. The Valpak household is more affluent than that of the average U.S. household, the company says, with an annual household income that is 26% higher than the U.S. average. More than 60% of Valpak households own two or more vehicles.