La-Z-Boy Furniture Galleries is conducting a yearlong direct marketing campaign targeting new movers. Meredith Corp.'s Meredith Integrated Marketing
, New York, is handling "The New Movers Program," in which all 265 La-Z-Boy stores across the country are participating. The effort includes monthly mailings to consumers in Meredith's database. About 600,000 direct mail packages will be sent to potential customers a few weeks after their move-in dates. Each La-Z-Boy storeowner can customize the promotion by choosing to implement discounts, savings offers, free housewarming gifts or financing plans.
ValuMedia, Los Angeles, which provides in-store couponing and advertising opportunities for package-goods companies, launched its first two marketing offerings. ValuStrips, attached to supermarket and drugstore plastic bags, contain coupons, rebates, sweepstakes and ad messages. Also being offered is ValuMedia bag advertising, in which marketers can have ads printed directly on one side of the plastic bags. Marketers including Kellogg Co., Nestle USA and Unilever have signed on to use the new ad media in retail locations including Price Chopper and Safeway.