ST. PETERSBURG, Fla.-How do you get consumers to take advantage of direct mail offers? Advertise them on television.
At least that's the opinion of Val-Pak Direct Marketing Systems Inc., which mails out more than 350 million pieces annually in the U.S. and Canada.
The St. Petersburg-based firmlaunched a $3 million cable television advertising campaign Jan. 23 to promote its familiar blue ``Val-Pak Coupons'' envelopes.
The added exposure is expected to drive more consumers into Val-Pak customer locations-including those owned by the nearly 1,300 tire dealers who use the company's service to send coupons to local households, according to Peter Burgess, senior vice president/marketing.
``We're excited about it, we want to do all we can to help our advertisers increase their business,'' Mr. Burgess said.
About 70 percent of U.S. households are wired for cable, according to Mr. Burgess.
Val-Pak has produced a number of 15- and 30-second ad spots that will appear during select television programs on TBS, TNT, Nickelodeon, USA Network, Lifetime, The Family Channel, The Weather Channel, CNN Headline News and ESPN.
The ads, which will air 3,900 times throughout 1995, carry the tag line, ``Val-Pak: The smartest values in your neighborhood.''
Two of the commercials feature services offered by tire dealers, in-cluding one in which a father and son use a Val-Pak coupon to pur-chase a set of tires.
``You save money on all kinds of things you use and need from businesses in your neighborhood, like tires. Now
that's what I call real smart shopping,'' an announcer says during the ad.
Val-Pak mails its coupon books to households and businesses targeted through a segmented system that groups about 10,000 addresses based on neighborhood demographics, retail locations, traffic patterns and postal carrier routes, a spokeswoman said.
The firm offers its mailing services to local and national retailers through 270 franchise operations in the U.S., Canada and Puerto Rico. Each Val-Pak office mails an average of seven times a year.