OVER twice as many consumers respond to direct mail over other types of advertising.

That’s just one of the reasons logistics company, Norbrook Package Company (NPC) has launched ValuPak.

The operator of AirPak, Mailpac and UPS in Jamaica is leveraging its islandwide scope — an ability to reach the doorstep of over 150,000 households with up to 60 vehicles that deliver everyday — to distribute flyers and coupons of various companies in branded envelopes once per month.

“We are encouraging our advertisers to offer something different to our customer base and build that reciprocal relationship,” said Khary Robinson, managing director, NPC.

Their ads must be value-driven, and when consumers open these envelopes they must know that they are the only set of exclusive deals, he said.

What’s more, ValuPak will include a ‘must-see insert’ in the packages, which will further prompt customers to open their packages and not consider them as junk mail.

Additionally, ValuPak offers, ValuText and ValuEmail blasts. The company will also provide ValuPumps — gas toppers.

For example, this month, a few of the envelopes will give customers a chance to win a $50,000 online shopping spree with Mailpac.

“The reality is that if you know that you have a chance to win, you will open the envelope,” Robinson reckoned.

ValuPak isn’t re-creating the wheel of the direct mail advertising concept that is used all over the world. But it’s now time to take this platform to Jamaican buyers and advertisers, according to the head of Norbrook.

“It’s not only for the companies in Jamaica that can do advertising on a national scale,” he said. “It can be leveraged by even a small comapny to reach 2,000 customers.”

In four steps, advertisers select their desired location, choose the duration of their campaign, upload their flyer or coupon and pay via ValuPak’s online portal — www.valupakja.com.

“Advertisers get a chance to work within their budget by increasing or decreasing the number of customers they want their ads delivered to,” said Candice Kerr, business development manager at the company.

What ValuPak has done is allow everybody to create their own campaign and if a business has only $30,000 to spend, their messages can be directly sent to 15,000 targeted homes, said the managing director.

“There are not many platforms you can pay as little as $1 and get direct access to homes, he said. “The cost of our advertising covers the printing and delivery costs, because we have the economies of scale.”

Companies can choose to just include flyers in envelopes, and can request longer campaign runs.

ValuPak won’t get involved in the design, but it will have a design template on its website for businesses to create their campaign, within the next two months.

“Our expertise is in executing deliveries, going into designing may affect the impression of that brand,” he said. “Design is so subjective, we may think we did a great job and our customers will think it’s mediocre.”

In its inaugural run, the ValuPak has selected key partners from its sister company in the logistics business, as part of an introduction to the market.

Norbrook reaches thousands of customers through the delivery of assets via freight, international courier and on line shopping as the parent company to MailPac Services, AirPak Express and UPS.

Developed and managed by Omar Shoucair, the ValuPak project is providing options for advertisers and value to customers, said Robinson.