For the first time in a long time I took a few minutes to run through the Valpak co-op mailing I received last week.
After a few minutes of looking at the offers, I came up with a short list of things to consider if you’re using Valpak (or other co-ops) as a marketing channel. The short list is powered by my own past experience and might stimulate you to think of some other ideas.
Before I get started, here’s a rundown of what I found inside. There was a total of 43 inserts inside the envelope (which featured, bizarrely, a promotion for the television program CSI: NY on the OE and which distracted me from the 1:50,000 possibility that there might be a check for $100 inside). I sorted the inserts into three categories:
National advertisers (19, 44% of the total). These included Netflix, DirecTV, Verizon, Omaha Steaks and others. Of those, 4 (27%) of the inserts did not use the standard 8 1/4″ x 3 1/2″ format and instead paid additional for a heavier and/or different stock insert.
Regional/franchise (8, 19% of the total). Included here were ads for the local Gold’s Gym, Kaiser Permanente and Molly Maids. Of these, only 1 (12%) of the inserts deviated from the standard insert.
Local advertisers (15, 35% of the total). These ranged from local dentists to home improvement providers to Anthony’s, a restaurant down the street–which included some coupons that might finally get me to take the family there!. Only 1 insert (7%) strayed from the Valpak standard format.
Valpak ran one house insert, promoting an offer of $350 to target 10,000 homes for new advertisers, a CPM of $35.
We can immediately see some ideas, just from this basic sort.
Over the years I, and my clients have labored mightily at our marketing efforts. Hours of careful thought about our marketing objectives, followed by more hours of careful analysis of past test results. And even more analysis of our lists and target audiences, followed by hour upon hour of agonized copywriting and creative development. Lastly, double- and triple-checking test emails, lettershop insertion samples and testing our telemarketing scripts in every imaginable way.
After all that careful planning and analysis, what could possibly go wrong?
Humans and chimpanzees have a match on about 96% of their DNA. That’s not a lot of difference between you or I in our automobiles, sipping a Starbucks latte while chatting our cell phones and our pan troglodytes relatives in the rain forests of central Africa.
And that 4% is about the difference between dramatic marketing success and dramatic marketing failure.
How can you avoid being a marketing chimpanzee? Just Focus on the Four.