The digital landscape is changing at a fast pace based on consumer response, innovative technology and the fact that advertisers are looking to achieve the highest return on their marketing spend in a measurable way.
Livonia, MI (Vocus) May 11, 2010
RedPlum, a leading provider of deals and savings on brands consumers want most, announced today that though consumers are more actively engaging with digital media for everyday purchases, traditional media is often what drives it. This blended approach enhances a program’s reach and impact by incorporating digital and print in a single promotion. For example, while looking through their coupon booklet or insert, consumers see and respond to an ad asking them to text for a free offer or coupon. Clients have found these innovative campaigns to be successful in engaging consumers, activating response, building brand awareness and driving store traffic and purchase behavior.
In a recent campaign, a leading grocery retailer received more than 11,000 consumer responses within 48 hours to a RedPlum™ Shared Mail and Mobile Text4Engagement program. This retailer invited consumers in the RedPlum Shared Mail package to text a request for coupons redeemable at the grocery store for free products. As a result of this campaign, 53% of responders opted for future mobile alerts from the grocer and 43% provided their loyalty card number via text, allowing the retailer to update their contact information. Seventy-three percent of the consumers receiving the free coupons redeemed all three offers, further driving trial and product awareness.
A pizza franchise organization reached out to their customer base via a mail campaign, activating their customers to text for a free product, which led to more than 1,000 new mobile subscribers followed by another outreach for a buy one, get one offer, resulting in 25% redemption.
Similarly, a dog daycare and boarding franchise with more than 110 open locations across the country, engaged consumers in print and online banner ads to enter for a chance to win free Camp for a year via a text campaign. In two months, they gained more than 3,500 entries, effectively growing their mobile and e-mail database.
“The digital landscape is changing at a fast pace based on consumer response, innovative technology and the fact that advertisers are looking to achieve the highest return on their marketing spend in a measurable way,” said John Lieblang, President, Valassis Digital Media. “At the same time, traditional media is tried and true so by marrying the two, we are effectively motivating consumers in print to initiate a digital relationship. As consumers look for every way possible to achieve savings, this opens up significant opportunities for marketers who understand the changing media landscape and recognize the growing force of digital.”
RedPlum Mobile Solutions have proven successful among consumer packaged goods manufacturers, grocery retailers, local businesses and quick service restaurants by engaging consumers via mobile callouts in print ads. Advertisers are finding these types of campaigns ideal to capture rich data for delivering coupons, samples, sweepstakes entries and loyalty program registration while readily measuring ad response. With 87% of U.S. households having text-enabled cell phones and 40% of users opting in to receive offers directly on their mobile phones, this is a growing media trend embraced by today’s tech-savvy consumer.
In addition to mobile, the RedPlum digital portfolio includes its lifestyle and savings site, redplum.com; the RedPlum Network; display advertising; e-mail; and secure coupon distribution via print and download to card or unique ID. The RedPlum Network is the fasting growing online coupon network with nearly 1,000 affiliates.
RedPlum brings consumers relevant offers and good deals on the brands they want most to best stretch their budgets. We deliver deals on a weekly basis to over 100 million shoppers in the mailbox, in the newspaper, in-store and online. At redplum.com, you will find one of the largest collections of printable coupons, coupon codes and savings tips along with the best deals and the sweetest coupons plus trends, tips and inside information on what to wear, buy and do right now. RedPlum is the consumer brand of Valassis, a Michigan-based company that has been delivering savings and value for 40 years. Building upon our wish to help American families, we empower the public to take part in the effort to help safely recover missing children through our America’s Looking For Its Missing Children® program, which appears on our RedPlum products. For more information, visit http://www.redplum.com. To learn about advertising opportunities with RedPlum, please call 1-800-437-0479.
Cautionary Statements Regarding Forward-looking Statements
Certain statements found in this document constitute “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks and uncertainties and other factors which may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such factors include, among others, the following: price competition from our existing competitors; new competitors in any of our businesses; a shift in client preference for different promotional materials, strategies or coupon delivery methods, including, without limitation, as a result of declines in newspaper circulation; an unforeseen increase in paper or postal costs; changes which affect the businesses of our clients and lead to reduced sales promotion spending, including, without limitation, a decrease of marketing budgets which are generally discretionary in nature and easier to reduce in the short-term than other expenses; our substantial indebtedness, and ability to refinance such indebtedness, if necessary, and our ability to incur additional indebtedness, may affect our financial health; the financial condition, including bankruptcies, of our clients, suppliers, senior secured credit facility lenders or other counterparties; our ability to comply with or obtain modifications or waivers of the financial covenants contained in our debt documents; certain covenants in our debt documents could adversely restrict our financial and operating flexibility; ongoing disruptions in the credit markets that make it difficult for companies to secure financing; fluctuations in the amount, timing, pages, weight and kinds of advertising pieces from period to period, due to a change in our clients’ promotional needs, inventories and other factors; our failure to attract and retain qualified personnel may affect our business and results of operations; a rise in interest rates could increase our borrowing costs; we may be required to recognize additional impairment charges against goodwill and intangible assets in the future; possible governmental regulation or litigation affecting aspects of our business; the credit and liquidity crisis in the financial markets could continue to affect our results of operations and financial condition; uncertainty in the application and interpretation of applicable state sales tax laws may expose us to additional sales tax liability; and general economic conditions, whether nationally, internationally, or in the market areas in which we conduct our business, including the adverse impact of the ongoing economic downturn on the marketing expenditures and activities of our clients and prospective clients as well as our vendors, with whom we rely on to provide us with quality materials at the right prices and in a timely manner. These and other risks and uncertainties related to our business are described in greater detail in our filings with the United States Securities and Exchange Commission, including our reports on Forms 10-K and 10-Q and the foregoing information should be read in conjunction with these filings. We disclaim any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.
Director, Investor Relations and Corporate Communications