True Value launches city-geared mail campaign

Share this content:
True Value launches city-geared mail campaign
True Value launches city-geared mail campaign

True Value is launching a direct mail campaign focused on customers in major metropolitan areas.

“This is the first time at a corporate level we have tried to bring direct mail to the marketplace specifically targeted at urban stores and customers,” said Ron Schuller, director of loyalty and direct marketing at True Value. The campaign launches in New York this June and is expected to expand to other major metro areas includ­ing Philadelphia, Chicago, Los Angeles and Boston, he continued.

The large postcards highlight various urban-specific creative concepts. For example, one card features images of potted plants on brownstone stoops and fire escapes, with the message: “We'll help you put down roots in the city.”

The program is self-funded by partici­pating True Value stores. On the back of each postcard, individual stores can highlight products that align to the cre­ative concept on the front.

“They can identify the individual store and store location that is closest to the customer,” Schuller added.

Stores can also decide if they want to tar­get existing customers, such as True Value Rewards program members, or prospects, based upon lists using geography and pro­filing, said Spencer Hapoienu, president and co-founder of Insight Out of Chaos, which worked on the campaign.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above