Collaboration through Data Sharing Helps Determine the Best
Valpak Households
Background
A bathroom remodeling company in the Midwest started mailing monthly with Valpak for the first time in 2021, focusing on the geographic areas they felt would produce the best results. The client continued to mail through 2022, and when it came time to discuss a 2023 mailing strategy, Valpak relied on the customer’s bathroom renovation data to tell the story.
Program development
To begin, the client sent in their customer database so that Valpak’s data analysts could match the records back to Valpak within their serviceable footprint. It allowed the analysts to see which Valpak zones were producing the best results and uncover new areas to mail with a high customer and sales concentration.
In addition to the client-provided data, Valpak also layered in applicable demographics, such as owner-occupied homes, income, age of home, etc., as well as category behaviors and propensity to spend on home remodeling.
Program strategy
The upcoming strategy involved mailing a single-panel insert in the Valpak Blue Envelope to an expanded audience 16x throughout the year. The featured bathroom renovation offers would include:
- Free quote for a bathroom remodeling project
- New bathroom work completed in one day
- Low price point monthly payment plan
In addition, the advertiser’s offers would be featured on valpak.com to expand impressions and consumer reach.
Results
The analysis revealed 640,000 additional households with a high potential for new bathroom design consultations to produce results (beyond the 270,000 homeowners they were already mailing). It resulted in an expanded 2023 bathroom remodeling program, over 3x the budget size of 2022. As a best practice moving forward, Valpak and the bath remodeling client will continue to partner, share results, and learn from their home renovation marketing campaigns.
Conclusion
Data sharing from start to finish improves the quality of work, often leading to the best outcome, revealing project management performance and optimizations to increase the success of advertiser programs.
