"When we explain to marketers how we build FSI lists that match their coupon values based on the objectives of the promotion, we see eyes begin to light up. When we measure and analyze the results of a VSI-targeted campaign, we see real excitement."

Bill Beyea, Senior Promotions Analyst

Once Opti-Value gives you the right values by market, the next challenge is to get your coupons into the hands of the right consumers based on your objectives for the brand. Not all newspapers are necessarily equal to a specific task. Do you want to move product? Improve weaker markets? Be where the competition is? Whatever your goal, Opti-List builds and delivers lists customized for your brand.

Opti-List imports your values into FSI Expert™, VSI’s proprietary software, to target your drop market-by-market, paper-by-paper. FSI Expert breaks down data from Valassis, News America, Nielsen and other vendors, in order to match it to your values and objectives. FSI Expert integrates and breaks down your data to the newspaper level, allowing your VSI team to look at BDI, CDI, competitive data, redemption, newspaper quality and a host of other variables in a consistent analytical fashion. This makes the most of your investment in information and provides new benefits.

VSI’s coupon experts apply their knowledge to the facts and data supplied by FSI Expert to create cost-savings, fine-tune market decisions and optimize results. For example, the highest circulation newspaper in a market might not be your best bet. Your targeted consumers might read a smaller, community paper where an important retailer also focuses. Or a marketing myth may be limiting your success. Some marketers may avoid an entire region based on its ‘reputation’ for low redemption. But that could prove penny wise, when VSI’s analysis shows that only one or two cities have brought down redemption percentages, while others are actually quite strong.

Opti-List also offers Coupon Coding for Learning – a process that allows for indepth analysis of results to use in planning your future promotions.