Question

Topic: Taglines/Names

Need Name For Direct Mail Coupon Magazine

Posted by Anonymous on 10/28/2007 at 6:26 PM ET 500 Points
My company is starting a direct mail coupon magazine (similar to Clipper Magazine) in New Jersey. I am looking for a unique name that communicates value and savings.

The magazine will be 20 pages, full color - 60lb glossy stock and will be mailed to 30,000 homes. The recipients are located in growing communities recognized by local advertisers as an untapped market.

Please let me know any additional information you may need. Thanks so much!
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RESPONSES

  • Posted on 10/28/2007 at 9:18 PM Member
    It would be helpful to know who your target audience is in terms of demographics and lifestyle, and what kinds of advertisers you'll be seeking -- restaurants, pizza delivery services, carpet cleaners, vent cleaners, gutter replacement/cleaning, landscapers, other?

    Most important is the knowledge of your recipients, because the advertisers will want to know that too. Your name will need to work for both the advertisers and recipients.

    You mention "value" and "savings" as the benefits. Isn't that what everyone says? Have you looked at Money Mailer, Valpak, Advo and other alternatives in your area? If so, what makes you different and better? Is it just price, or is there a real need for another direct mail vehicle in the area? How will you position yourself against those incumbents?
  • Posted on 10/28/2007 at 9:59 PM Author
    Target audience includes restaurants, dry cleaners, childcare centers, clothing stores, beauty salons, etc. Coupon-oriented businesses typically advertise - though we do also get interest from insurance companies, mortgage, realtors, etc.

    We are mailing to 30,000 homes targeting income levels of $80,000 or higher.

    Money Mailer and ValPak are in this area - but don't seem to do well for local businesses. The Clipper is generally cited as the 'best' vehicle for advertising followed by a few other local direct mail coupon magazines in the area. I already own a menu/placemat advertising company and work as a consultant for local small businesses - so this is a natural progression as something additional I can offer to my clients in conjunction with my other services. Additionally - my area competitors seem to focus in one county that works well; however, I've found through my other business that there is an untapped market in another county that I want to take over with this publication. I also can compete with design quality of advertisements and with price of ads (I'm able to keep my print costs lower than others because I also print menus and placemats with the same company)
  • Posted on 10/30/2007 at 1:26 PM Accepted
    Hello,

    I know you are looking for a name, but I spotted something that sent up a red flag.

    I worked for a company that was similar to Val Pack so I know a little about the market. I am also working with a card deck mailer. When you receive a ValPac at least on Long Island the advertisers are all over the Island. There are very few local businesses in the pack. I don't even open it anymore. I do look thru Clipper, but it is spread out as well.

    Your advertisers:

    If you have a lot of Home Improvement companies advertising, you will want to add in a New Homeowner list last 6 or 12 months and not just use $80,000 as your base.

    You don't want to spread out your geography to advertisers ration too much. People will travel for furniture but not for a dry cleaner.

    If you have mostly restaurants you may not need that additional select.

    You will most likely be using a compiled list for this offer.
    Please consider an additional select. Mail order buyers/responders. This will cut down the available addresses you can mail, but why mail to addresses that don;t response thru the mail.

    I hope this helps!!

    Good Luck,
  • Posted on 10/30/2007 at 1:32 PM Author
    Thanks for the information! I pay for a program called SalesGenie that allows me to target lists in that way. Definitely helpful. The area is small enough that the distance shouldn't be a problem - yet it's congested enough here in South Jersey that there are plenty of businesses to support!
  • Posted by Corpcommer on 11/1/2007 at 11:44 PM Accepted
    My suggestions:

    Save with Style

    The Stretched Dollar

    The Shopping Saver

    Merchant Savings


    Good luck.

    Corpcommer / MC
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