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Precise Targeting is Key to Holiday Marketing Success, Says Valassis

Valassis, a leader in intelligent media delivery, today offers marketers best practices to break through the noise and engage with shoppers this holiday season as consumer planning is under way.

According to the National Retail Federation (NRF), researching the perfect gift is an essential step along the path to purchase, with 54 percent of consumers beginning their research in October or earlier. Additionally, RetailMeNot survey data reveals 45 percent plan to start shopping before Nov. 1. Nearly 80 percent of retailers indicate they will begin holiday marketing efforts earlier this year.

To get into the consideration set, brands should engage consumers with relevant deals across channels. An integrated approach will be critical, as recent Valassis research reveals that 41 percent of value-seeking consumers use an equal mix of print and digital coupons.

“Marketers, both manufacturers and retailers alike, realize the holiday season will make or break their success for the year,” said Curtis Tingle, Chief Marketing Officer, Valassis. “The key to success lies in activating the right consumers with precise targeting – knowing the right audiences to engage with, the right offers to serve up and when and where to strike. Brands and retailers can break through the holiday noise by using online and offline data to step up their targeting game and win this shopping season.”

To engage the right consumers with meaningful messaging this holiday season:

  • Consider both past purchases and current intent – Reach shoppers in the market for clothing, electronics, toys, gifts, games and more utilizing insight about their previous purchase habits. Begin messaging in advance of the holiday season with specific offers and suggestions for gift giving.
  • Understand your audience – Reach consumers based on their interests, online media consumption, frequency in visiting specific retailers and demographics.
  • Embrace the power of proximity – Leverage real-time location to reach consumers within the vicinity of your stores and establishments. This is key for small businesses to tap into local shoppers and drive last-minute purchases with limited-time offers.
  • Tap geo-location data – Message known, qualified consumers who live, work or travel near your location or that of competitors, which can help when promoting Black Friday and Cyber Monday deals.

Visit our website to learn how Valassis’ print and digital targeting capabilities can reach consumers in the holiday shopping mindset. Valassis Apio combines unique offline and online data to greatly enhance our audience intelligence and build a more powerful connection between the physical and digital worlds for greater precision, relevance and scale of cross-channel campaigns.

About Valassis

Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. As wholly owned subsidiaries of Harland Clarke Holdings, Valassis and RetailMeNot, a leading destination for digital savings, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions.

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