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Do IT this week: Layering
Medina franchise owner is a former customer
By Marilyn Miller Beacon Journal business writer
Published on Wednesday, Sep 26, 2007
For nearly 30 years, Valpak mailings those thick blue envelopes filled with coupons have been distributed by direct mail.
Now reaching 600,000 homes throughout Northeast Ohio, the company is expanding. A new area franchise owner, Eric Frey, 34, of Medina, will take over 50,000 homes in selected residential areas of Medina County, western Summit County and Akron.
Valpak has more than 200 franchises throughout North America.
Frey, who grew up in Cuyahoga Falls before moving to Medina, said he became an owner with Valpak because he was pleased with the results when he used the mailings for his businesses. Frey owned a small chain of auto-repair centers and a hardwood-refinishing business.
''I was also impressed with the longevity of the company,'' he said. ''You can't stay in business that long if you aren't doing something right.''
The company was started in 1968. Keith Brickell, a spokesman
for the direct-mail marketer, said the business started in Clearwater, Fla., in a garage with the mailing of 1,000 or 2,000 coupons. Now more than 20 billion coupons are mailed across North America.
Brickell said Valpak targets homeowners with dual incomes and families who have children.
Frey said the coupons are like mini-billboards.
''Our competitors are usually in the magazine format with about six advertisers to a page. which can get lost in the clutter of ads,'' he said.
The Valpak mailers usually contain 30 to 40 coupons advertising small- to medium-sized businesses.
Valpak Direct Marketing Systems is an affiliate of Atlanta-based Cox Enterprises Inc., which calls itself the sixth-largest media company in North America.
Marilyn Miller can be reached at 330-996-3098 or 800-777-7232 or mmiller@thebeaconjournal.com.
For nearly 30 years, Valpak mailings those thick blue envelopes filled with coupons have been distributed by direct mail.
Get the full article here.
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