Valpak: Revolutionizing Direct Marketing and Consumer Savings

Valpak has established itself as a powerhouse in the direct marketing world, offering creative advertising tools that boost sales and strengthen brand visibility for businesses throughout the United States.

The company’s story began in 1968 when Terry Loebel, an out-of-work autoworker, launched the business with just a $500 loan, mailing coupons from his home in Clearwater, Florida. Thanks to its early achievements, Valpak opened its first franchise location in Orlando, Florida, in 1972.

Headquartered today in St. Petersburg, Florida, Valpak has undergone several ownership changes. It was acquired by Cox Target Media in 1991, followed by Platinum Equity in 2017, and is now part of AmatoMartin, which assumed ownership in November 2023.

Valpak’s flagship offering, the iconic Blue Envelope of Savings, reaches over 41 million carefully selected households each month. This signature mailer connects consumers with a broad range of discounts and promotions from both local and national businesses, making it a key player in the direct mail marketing space.

Training

Valpak provides a well-structured training program to prepare its franchisees for operating their direct marketing and advertising business successfully. Here’s an overview of the training they offer:

1. Initial Training Program
   Franchisees participate in a comprehensive initial training program at Valpak’s corporate headquarters. This training covers sales techniques, product knowledge, marketing strategies, operations, customer service, and the use of Valpak’s proprietary systems.
2. On-the-Job Training
   Valpak provides field training at the franchisee’s location, where franchisees and their teams receive hands-on instruction in sales presentations, client management, and local marketing execution. This ensures they can apply what they’ve learned in real market conditions.
3. Ongoing Training and Support
   Franchisees have access to ongoing training programs, including refresher sessions, regional meetings, webinars, and updates on new products or technologies. Valpak also provides continuous operational and marketing support to help franchisees maintain competitiveness and grow their business.

‍Territory Protection

Valpak offers territory protection to its franchisees, giving them exclusive rights to operate within a defined geographic area. This protected territory is clearly outlined in the franchise agreement and is usually determined based on factors like population size and local market potential.

The purpose of this protection is to allow franchisees to develop their customer base without competition from other Valpak franchisees.

The franchisor agrees not to establish another franchise or company-owned location within the assigned territory.

However, franchisees should be aware that Valpak may retain certain rights, such as working with national or regional accounts that cross multiple territories. It’s important for franchisees to carefully review their agreement to understand the full scope and any exceptions related to their territory rights.