Valpak, a leader in print and digital coupons, targeted families and savings in a national campaign, which aired in September nationwide. Valpak's traditional Blue Envelope, Valpak.com andValpak savings app all took center stage in the new Valpak consumer commercial, Coming Home. The commercial showed the story of a dad-daughter duo that used Valpak to find savings in unexpected places. The commercial was featured on digital and social messaging through October 31 and ran on Valpak-partnered television stations TNT and TBS in October.

The commercial also drove viewers to Valpak.com where they could watch "The Dragon Balthazar," a video that completed the commercial's story. Consumers could enter a sweepstakes to win the five-foot stuffed Balthazar dragon that appeared in the commercial. "There was a chance to win the mini Balthazar dragon and a $25 gift card each week, along with the grand prize of a life-sized dragon," says Marsha Strickhouser, public relations manager for Valpak. A total of 15 first-prize winners received the mini dragon and gift card.

Valpak also sent out a direct-mail piece to media, which included a press release and mini Balthazar dragon. "The smaller versions of the dragons were produced for the sweepstakes," says Strickhouser. "We also shared them with our employees and about 1,000 franchise owners and sales reps from around the U.S. and Canada at our national convention."

When done correctly, direct mail can be a highly effective resource for entrepreneurs and small businesses. Make sure to provide real incentives. Direct mail works by getting your prospect to respond to an offer. Whether that is a coupon, a sweepstakes entry or a special deal, make sure you're including an incentive. Contact your distributor for help.