United Pacific Pet/Valassis Co-Op Advertising Program

UPP understands that our retailers are concerned about their foot traffic. Although we all know that consumers will continue to feed their pets high-quality foods despite tough times, we can't be sure where they will buy that food. Our Cooperative Advertising Program increases the likelihood that the consumer will choose to go to the independent pet shop.

This program is

• Easy
• Affordable
• Effective
• Customized just for your store by UPP

UPP has partnered with Valassis to provide this program to our retailers since 2008. Valassis is an international marketing company that sends direct mail (e.g., Red Plum) and email advertisements to targeted local households based upon very specific proprietary demographic data. They have a proven record of bringing new customers into retail stores.

We have leveraged the combined buying power of the independent retailers in Southern California and Las Vegas in order to negotiate favorable rates from Valassis. By doing this, the independent retailer can better compete with the big box stores who advertise in large volume.

UPP is also able to create customized, high-quality advertisements that will enhance the image of the neighborhood pet shop. If each retailer had to develop these ads individually, it would be very time-consuming and difficult to attain the same professional level of service.

Components of the program:

• Demographic maps for your local area
  • Average household income
  • Average number of pets
  • Covers a 3-mile radius of your store
  • Provided free of charge to your store annually at our Open House
• Direct mail
  • Glossy postcards 
  • Color coverwraps
  • 8½ x 11 inserts
  • Each mailing reaches 10,000 households within a 3-mile radius of your store
• Targeted email 
  • Not considered "spam"
  • Guaranteed to reach a minimum of 10,000 valid email addresses in your local area
  • Helps you acquire addresses to build your own email database

The key to the program's success is that it works for the manufacturers as well as for the retailers. Manufacturers pay the majority of the costs. They have to see increases in sales in order to continue to fund this kind of program. Retailers must understand this and be willing to comply with the manufacturer's requirements in order to participate.

Interested retailers should contact your UPP field sales reps.

Interested manufacturers should contact Wendy Gourlay.