Valassis Offering Media Solutions to Assist Brands with Crisis Management
Valassis Rapid Response utilizes a varied media product mix to execute its five-phase communications process—Prepare, Alert, Communicate/Educate, Rebuild and Reward. Following the preparation phase, Valassis works with companies in each step to help minimize impact of a crisis on sales and consumer opinion.
In response to the recent H1N1 flu scare, a hand-soap manufacturer needed to get its message out quickly to take advantage of the sudden increase in demand for the category. Valassis was able to facilitate a nationwide, locally targeted full-page, full-color ROP ad within 24-48 hours of the advertiser’s request. This enabled the advertiser to speak to consumers at the high point of interest in preventing the spread of the H1N1 flu virus. As a result, 39 percent of consumers said that they had either already purchased or planned to purchase the product based on the ad, with 61 percent saying that they felt more positive toward the brand because of the ad. (Based on consumers who recalled the ad.)
“Post-crisis, companies sometimes overlook important opportunities to continue engaging with their loyal customer base and regaining trust,” Berg continued. “Valassis Rapid Response media products enable brands to build back consumer confidence and strengthen reputation by leveraging a blend of media outlets and tactics that maximize reach and frequency to shorten the road to recovery.”
Valassis is one of the nation’s leading media and marketing services companies, offering unparalleled reach and scale to more than 15,000 advertisers. Its RedPlum media portfolio delivers value on a weekly basis to over 100 million shoppers across a multi-media platform—in-home, in-store and in-motion. Through its digital offerings, including redplum.com and save.com, consumers can find compelling national and local deals. Headquartered in Livonia, MI, with approximately 7,000 associates in 28 states and eight countries, Valassis is widely recognized for its associate and corporate citizenship programs, including its America’s Looking for Its Missing Children® program. Valassis companies include Valassis Direct Mail, Inc., Valassis Canada, Promotion Watch, Valassis Relationship Marketing Systems, LLC and NCH Marketing Services, Inc. For more information, visit www.valassis.com.