Editions   North America | Europe | Magazine


Valassis Launches New Homeowner Direct Mail Program

Press release from the issuing company

LIVONIA, Mich., Feb. 17 -- Valassis, the leading company in marketing services and Connective Media(TM), announced the addition of a cooperative direct mail product targeted to new homeowners. The program is an improved version of Home Services Association, a product Valassis acquired through the purchase of Catalina Marketing's Direct Marketing Services (DMS) Division in September 2004. "Valassis' reintroduction of this product will allow advertisers the ability to target the valuable new homeowner audience shortly after moving and provide them with highly relevant and customized incentives designed to reach new customers when their needs are high," said Mike Hendry, vice president and general manager of direct mail and 1 to 1 solutions. The product is a cooperative mailer featuring advertisements and promotions from the retail and services industry, restaurants and consumer packaged goods companies. Distributed nationally each week, it is mailed to over 3 million consumers annually in the top 50 markets. The direct mail program will allow advertisers to personalize messages that will engage and activate new customers. Research has shown that when compared to new renters, new homeowners are nearly three times more responsive to direct mail and spend two and a half times more money when settling into their new home. High response rates from new homeowners, combined with efficient cooperative pricing, will provide advertisers with a strong return on investment in a category exclusive environment. Valassis provides household level print personalization such as store locator maps, custom offers and household-specific bar coding. Valassis provides full analytical capabilities including zip code, redemption and revenue analysis to ensure marketers get the most out of promotions and advertisements. "This exciting new product supports our vision of expanding our product portfolio to offer innovative products to our clients and will offer clients another alternative when creating an integrated solution," said Hendry. "Valassis' broad client base aligns with the goals of the new homeowner program and will expand the variety of products and services offered to consumers, helping to better meet the needs of both our clients and the busy new homeowner."