5 Ways to Build Your Direct Mail List

Looking to build or expand your mailing list? If so, you have more options than the standard approaches of purchasing a targeted list or purchasing data to append the list you already have. Here are five ways to build a great direct mail list that you might not have thought of.

  1. Purchase a trade show attendee list.

Trade shows attract a very specific target audience, and they generally attract the decision makers in the company. Attendee lists from key trade shows in your market vertical can net you very high value prospects.

  1. Purchase a media list.

Like trade shows, specialty magazines (including trade magazines) have well-defined target audiences, and some will sell their subscriber lists to marketers. Demographic breakdowns are used for advertising sales, and by contacting the magazine, you can often obtain them.

  1. Tap your own content marketing.

If you offer an e-newsletter, ask for recipients’ street addresses at sign-up. If website visitors can download white papers or case studies, ask them to fill out an online registration form and include their street address as an option.

  1. Use Every Day Direct Mail (EDDM).

Every Day Direct Mail from the United Postal Service is an inexpensive way to target households within a specific demographic radius. Although EDDM lists do not include names, once people respond to your communication, you now have qualified leads—and names.

  1. Purchase a cloned list.

Do you already have a productive direct mail list? Just want more customers like the ones you already have? Cloned lists allow you to do just that. Create a profile of your best customers, then purchase a list that reflects that profile.

These are all smart, cost-effective ways to build your direct mail list that can yield great results. Need help? Please reach out to your account executive and if you don’t have an account executive please reach out to Jason Schultz at 216-634-5117 or jjschultz@gll.com.

 

Great Lakes Integrated Wins 54 Awards In 2017 Print Excellence Competition

Great Lakes Integrated (GLI), a Marketing Execution company comprised of industry leading professionals whom deliver award winning print, advanced marketing software and State-of-the-Art fulfillment and distribution services, is proud to announce it was recently awarded fifty-four (54) 2017 Print Excellence Awards from the Printing Industries of Ohio – N. Kentucky.

According to James Schultz, Chairman, President and CEO of GLI, “We are honored to have received these Print Excellence Awards. A big thank you goes out to our customers for entrusting us with their most discriminating projects. Also, the team of professionals at GLI does a fantastic job of producing award winning print. While GLI provides different channel options for its customer’s today, print still is and will continue to be a powerful way to communicate.”

Printing Industries Association President, Jim Cunningham stated how impressed this year’s judges were with the overall quality of all of the entries. “Ken and Jeff are experienced judges and printers whose combined expertise spans more than 50 years in print. Yet, even they were impressed with our members’ incredible work. It’s easy in today’s fast paced world to just get the job done, but our Association members continue to demonstrate the pride and dedication to their craft that has made Ohio and Northern Kentucky printers some of the best in the world!”

Each year, Printing Industries of Ohio • N.Kentucky holds its Print Excellence Awards Competition to recognize Ohio and northern Kentucky printers who have demonstrated excellence in 35 categories. This year member companies submitted close to 400 printed pieces and two out-of-state expert judges ranked them in a regional competition. This year’s judges were Ken Eberhart, Merrick Printing Company; and Jeff Ekstein, Willow Printing.

Each of the Gold award winners in the regional competition are entered in an association-wide competition for Best of Category and Best of Show prizes that will be awarded in September at the 2017 Grand Ceremony, held in Columbus, Ohio.

Great Lakes Integrated won the following awards:

14 Gold Awards
16 Silver Awards
24 Bronze Awards

About Printing Industries of Ohio – N. Kentucky

Printing Industries of Ohio • N.Kentucky serves over 300 commercial printing companies and suppliers to the industry in its service area. The Association provides a broad range of products and services to its membership, including workers’ compensation and product discounts. Printing Industries of Ohio • N.Kentucky is an affiliate of the national Printing Industries of America, the largest graphic arts association in the world. For complete information on Printing Industries of Ohio • N.Kentucky and Printing Industries of America, please visit www.pianko.org.

Qualitative Data Vs. Quantitative Data: Do You Know the Difference?

When it comes to personalized marketing, whether in print or email, there are two types of data: quantitative and qualitative.

Quantitative data is data that you can put numbers on—household income, ZIP Code, number of children. We often call these demographics. Qualitative data is data that you cannot put numbers on, such as preferences and behavior. We often call these psychographics.

Marketers have become used to using quantitative data to speak more personally and relevantly to customers. Customers in this household income bracket get these offers. Customers in that household income bracket get those. Customers with elementary school age children get information on Product A. Customers with high school age children get information on Product B.

Qualitative data can seem more challenging than quantitative data, but it can be even more rewarding. This is because, while we can make general statements about certain demographic groups, it’s limited. Just because someone is a homeowner doesn’t mean they need roofing services, for example. Conversely, people who receive Trail Runner magazine are likely to be interested in similar types of outdoor running gear even if they have different ages and household incomes.

This is why marketers are increasingly using both quantitative and qualitative data to inform their marketing strategies. For example, a manufacturer of outdoor running gear might start with lists of people who read Trail Runner and similar magazines, then sub-segment offers based on other factors, such as income or geographic region.

So when it comes to creating targeted and personalized direct mail and email campaigns, think in terms of data that can be put into numbers and data that cannot. Then, most importantly, how they go together.

Need help? Please reach out to your account executive and if you don’t have an account executive please reach out to Jason Schultz at 216-634-5117 or jjschultz@gll.com.

Rethink Ink on Paper in a Digital World

The New Year is the perfect time to rethink your print marketing strategy, revamp your messaging, and refresh your brand. This requires an understanding of the role traditional ink on paper plays in a time when technology adoption and digital delivery are reshaping marketing and customer engagement.

  1. Invest in customer retention. We all know that it costs less to keep the customers you have than to capture new ones, so keep your customers engaged with a consistent multichannel marketing plan. Maybe you’ve abandoned a print newsletter for an e-version, but your email is getting lost in the inbox and anti-spam legislation is creating new challenges for deliverability. Mailing a newsletter, particularly one that uses variable data to deliver a personalized message, is a great way to keep your company top of mind.
  2. Get to the point. Your customers have more choices and less time than ever before. Rewrite your copy to tell consumers why your company is the only real choice. Change rambling copy into a powerful, focused message.
  3. Be the customer. When you take a step back, are you engaging customers at the right time through the right channels? The way content will be created, delivered, and consumed in 2017 isn’t the same as it was only a few years ago. Is it worth your prospect’s time to follow you on Facebook or Twitter? When they scan the QR Code on your direct mail piece, are they landing on a page with a specific call to action?
  4. Freshen up. If you’re anticipating a change in management, introducing a new product or service, or celebrating a significant business milestone, consider a brand refresh. With slight revisions to your branding elements and positioning, you can preserve your brand’s existing equity while infusing new energy into your offerings.

Need help navigating the increasingly complex world of print marketing? Let us help you get 2017 off to a profitable start!

SCOT D. ADKINS NAMED NEW PRESIDENT AND CHIEF OPERATING OFFICER OF GREAT LAKES INTEGRATED

SCOT D. ADKINS NAMED NEW PRESIDENT AND CHIEF OPERATING OFFICER OF GREAT LAKES INTEGRATED, A DIVERSE PROVIDER OF MARKETING SERVICES

CLEVELAND, October 19, 2016 — Great Lakes Integrated (GLI), headquartered here, announces the appointment of Scot D. Adkins as the company’s new President and Chief Operating Officer.

Mr. Adkins is a long-time veteran of the printing and packaging industry according to Mr. James R. Schultz, Chairman of the Board and CEO of GLI. “Scot brings a wealth of printing knowledge and management expertise to our company and to our broad range of regional, national and international clients. I have known Scot for many years through our involvement in various professional printing organizations, and he is ideally suited to lead GLI’s day-to-day operations going forward. We look forward to his contributions,” he says.

Mr. Schultz explains that as the entire marketing industry is continually changing, Great Lakes Integrated has evolved into a multi-channel marketing execution company to serve clients’ needs, with an emphasis on marketing technology, fulfillment services, and print, mobile, email and web production.

Mr. Adkins steps into this new role at GLI, ready to deliver multi-channel solutions, using his strong background of senior management leadership. He was most recently President/CEO for Rohrer Corporation in Wadsworth, Ohio, from 2003 to 2016, a multi-plant packaging company producing high visibility consumer packaging in North America.

From 2002 to 2003, he was Vice President, Commercial Sales at St. Ives in Cleveland, a company providing commercial printing services across the United States. From 2000 to 2002, Mr. Adkins served as Vice President of Membership & Marketing for the trade association, Printing Industries of America, Northern Kentucky and Ohio. Prior to that, he was Operations Manager at Rohrich Corporation in Akron, Ohio, from 1990 to 2000, a premium quality commercial printing company.

Mr. Adkins attended the Rochester Institute of Technology, in Rochester, New York, where he received a B.A. in Industrial Management/Printing Management, and an A.S. in Applied Science Technology. He also received additional coursework at University of Michigan Executive Education, and Kent State University – The Corporate University.

Great Lakes Integrated is a Marketing Execution company comprised of industry leading professionals whom deliver award winning print, advanced marketing software and State-of-the-Art fulfillment and distribution services.

Wow Audiences with Dimensional Printing!

Whether it is a direct mail piece or general piece of marketing collateral, dimensional printing will set you and your brand apart from the others. Digital printing has come a long way and GLI was one of the first to invest heavily in this print technology. Today digital presses have the ability to print larger sheets, match spot colors, produce metallic colors and now preform a dimensional printing process/effect.

Dimensional printing is exactly as it sounds. The process allows you to produce a printed piece with elements of that piece being raised above the sheet of paper giving dimension to it. An example of this would be an image of an orange. With dimensional printing you can actually give the orange peel the texture and feel of a real orange peel.

The creative possibilities are endless with this process. The process is easy to set up in your print file and GLI can provide the expertise on how to do so. If you would like to see samples of dimensional printing or simply have questions, please get in touch with your account executive or call Jason Schultz at 216.634.5117.

Special Techniques to Set Your Traditional Print Project Apart!

It’s astounding; you can feed a blank sheet of paper through one end of the press and then have a complete work of art come out the other end. The technology and craftsmanship to make this happen is nothing short of amazing. Everything needs to be just right from the chemistry and inks through to the pressure of the rollers.

There is no other media that engages people like print and GLI has the ability to provide a number of special effects to help your printed material stand out.

GLI has the ability to print a dull migrating varnish process. This process allows certain areas of the sheet to have a dull varnish applied. Then at the end of the press we place an overall gloss aqueous on the sheet. The aqueous is not apparent where the dull varnish is and becomes pronounced where the varnish is not. This technique provides a nice contrast between dull and gloss areas and is an economical way to do so.

Another technique GLI can perform is Hexachrome. Hexachrome allows for an expanded color gamut and works great in the reproduction of certain pastels and also provides more vibrancy and brightness for other colors such as oranges and greens.
The last technique to touch on is MetalFX. MetalFX is a dynamic process that allows you to print a broad range of metallic colors through the use of special software and a special metallic ink base coat. This opens up the possibilities to produce 4-color process art and any number of metallic colors and tones on the same sheet in one pass on the press.

Print truly can give your brand the impact it deserves and GLI has been producing award winning print for 85 years. If you would like to learn more about the techniques mentioned above or discuss a project, please reach out to your account executive or call Jason Schultz at 216.634.5117.

Great Lakes Integrated Wins 53 Awards In 2016 Print Excellence Competition

Great Lakes Integrated (GLI), a multi-channel marketing execution company focused on marketing technology, fulfillment services and print, mobile, email and web production, is proud to announce it was recently awarded fifty-three (53) 2016 Print Excellence Awards from the Printing Industries of Ohio – N. Kentucky.

According to James Schultz, Chairman, President and CEO of GLI, “We are honored to have received these Print Excellence Awards. A big thank you goes out to our customers for entrusting us with their most discriminating projects. Also, the team of professionals at GLI does a fantastic job of producing award winning print. While GLI provides different channel options for its customer’s today, print still is and will continue to be a powerful way to communicate.”

Printing Industries Association President, Jim Cunningham stated how impressed this year’s judges were with the overall quality of all of the entries. “Ken and Jeff are experienced judges and printers whose combined expertise spans more than 50 years in print. Yet, even they were impressed with our members’ incredible work. It’s easy in today’s fast paced world to just get the job done, but our Association members continue to demonstrate the pride and dedication to their craft that has made Ohio and Northern Kentucky printers some of the best in the world!”

Each year, Printing Industries of Ohio • N.Kentucky holds its Print Excellence Awards Competition to recognize Ohio and northern Kentucky printers who have demonstrated excellence in 35 categories. This year member companies submitted close to 500 printed pieces and two out-of-state expert judges ranked them in a regional competition. This year’s judges were Ken Eberhart, Merrick Printing Company; and Jeff Ekstein, Willow Printing.

Each of the Gold award winners in the regional competition are entered in an association-wide competition for Best of Category and Best of Show prizes that will be awarded in September at the 2016 Grand Ceremony, held in Columbus, Ohio.

Great Lakes Integrated won the following awards:

11 Gold Awards
24 Silver Awards
18 Bronze Awards

About Printing Industries of Ohio – N. Kentucky

Printing Industries of Ohio • N.Kentucky serves nearly 400 commercial printing companies and suppliers to the industry in its service area. The Association provides a broad range of products and services to its membership, including workers’ compensation and product discounts. Printing Industries of Ohio • N.Kentucky is an affiliate of the national Printing Industries of America, the largest graphic arts association in the world. For complete information on Printing Industries of Ohio • N.Kentucky and Printing Industries of America, please visit www.pianko.org.

5 Keys to a Successful Event Marketing Campaign

The event marketing definition is a wide-ranging one, but at its core, event marketing is an effective way to humanize your business through a number of proven social and promotional tactics.

While there are many flashy event marketing ideas from large-scale businesses, you don’t need to be a Fortune 500 company to run a successful event marketing campaign.

With some careful planning and foresight, you’ll soon be making brand-focused impressions on future customers.

  1. Know Your Customer

    As one of the cardinal rules of business, this tip should come as no surprise. There’s a reason why commercials targeting the elderly regularly reinforce the concept of security and toy commercials tend to take place in a world free of adults.

    These commercials have such a clear understanding of their customers that they’re able to accurately pinpoint their demographics’ worldview.

    Just like any advertising opportunity, your event marketing ideas should be built upon a fundamental understanding of who your customer is and what they want.

    Take, for instance, Great Lakes Integrated’s Allen Theater fundraising campaign.

    To be able to restore the historic Allen Theater for Cleveland State University’s theater department, wealthy donors were needed to cover the costs. So to help encourage donations, GLI’s campaign stressed the importance of the past glory and future possibilities of the venue. This insightful choice was a perfect fit for the target group, as affluent individuals are often highly interested in the concept of legacy.

  2. Tailor to the Event

    Directly related to knowing your customer is the importance of knowing your event. The tactics you’d use at a trade show marketing event versus a fair, concert or sporting event should be very different and any change in locale should bring with it a change in approach.

    While at a social event or entertainment venue, remember that your company is essentially a guest in the customer’s world. Be very mindful of not only bringing marketing materials your customer is likely to enjoy, but also making an effort to connect your product or business as closely as possible to the location.

    The best way to go about this is looking for cross-promotional opportunities. For example, when the Disney film Big Hero Six debuted, the company promoted the film at marathons and half-marathons with a large, eye-catching inflatable balloon of its robot character Baymax.

    A marathon was a logical choice of venue since the character is a medical assistant who endorses healthy living. And while this is indeed one of the “flashy” ideas discussed earlier, the central conceit is still sound and is what you should strive for while integrating your brand with an event.

  3. Think “Free and Useful”

    As mentioned in the previous section, making sure your event marketing materials are of interest to your potential customers is vital. To leave a lasting impression, you’ll want to abide by the philosophy of “free and useful.”

    “Free” should go without saying, since the concept instantly grabs attention, but on its own it’s not enough. All too often marketing materials such as buttons, stickers and posters leave potential customers cold as these materials inherently value the brand over the customer. You don’t want someone walking away from your booth thinking, “What am I going to do with this?”

    It’s for this reason that the usefulness of free materials is so important. Politicians know this, which is why every election season you’ll find yourself the new recipient of pens, pencils, calendars and notepads. Keychains, water bottles and hats are other items with utility far beyond a single event and should be staples of your promotional tool bag.

    Great Lakes Integrated’s approach to the Houston Livestock Show and Rodeo is a good example of this. Along with their welcome kits supplying promotional hats, T-shirts and tote bags, they also included toy forklifts – a terrific way to entice both children and parents to attend the rodeo well into the future.

  4. Get Creative

    If you want to get the most out of your event marketing opportunities, you need to get creative. Not only do customers react positively to free and useful promotional materials, but they also respond well to interesting and fun activities.

    For more experienced marketers or those with greater capital at their disposal, these activities can range from utilizing interactive displays to sponsoring local art shows to organizing flash mobs.

    But deep pockets aren’t a requirement for creativity, and often limitations, financial or otherwise, produce the most creative solutions. Games, trivia contests and drawings are cheap and effective ways to attract attention at an event and can be very engaging for your customers.

  5. Connect

    If there’s one point you should internalize above all others at a marketing event, it’s the importance of connecting to your customer.

    While many techniques to attract customers are mostly passive and one-directional (a commercial, Internet ad, billboard, etc.), event marketing opportunities allow the customer to interact with your business first-hand, potentially leaving a more lasting impression.

    Creative activities, free and useful promotional materials, and a tailored marketing campaign are all vital techniques, but your efforts will be wasted without a positive connection to the person in front of you. The customer is key, and if you build outwardly from that notion, your event should be a complete success.

10 Great Benefits to Utilizing Fulfillment Services

warehouse

Marketing fulfillment services can be a great option for any business in any industry. To prove that, here are just ten of the many benefits of utilizing Great Lakes Integrated’s fulfillment services:

  1. Corporate fulfillment assists your marketing efforts
  2. Believe it or not, but fulfillment can actually help your marketing campaign. Centrally located near five major markets (in Cleveland, Ohio), Great Lakes Integrated can easily store and ship your materials to anywhere in the world, whenever you need them.

  3. It saves you valuable space
  4. Great Lakes Integrated has a 200,000-square-foot facility, perfect for storing whatever materials or inventory you have. This frees up space in your own facility and allows your operations to run smoothly.

  5. Save time with kitting services
  6. With our kitting services, you can easily ship media kits, product launch materials or even product samples anywhere in the world. Our expert staff will assemble these kits however you want; all you have to do is tell us what goes in them.

  7. Quality control in the order fulfillment process
  8. Our skilled staff and state-of-the-art technology work seamlessly together to quickly and accurately ship and process your inventory. We have a series of quality control checks that each order goes through before shipping to ensure accuracy.

  9. Special project work
  10. Every business has those little things that it might not be equipped to handle, so why not let us do it for you? Included in our fulfillment services is our special project work, where we will help you with anything ranging from small part assembly to mixing paint.

  11. It’s a cost-saving measure
  12. Fulfillment with Great Lakes Integrated can save you money in a number of ways, from lower shipping costs and more efficient production to our easy-to-use software. Check out some of our case studies to see just how much we’ve saved for our clients.

  13. Easily track your materials
  14. Our inventory management solutions make it easy for you to track your inventory across all levels of your organization. You can access this secure and timely data anywhere at any time.

  15. Take advantage of the latest technology
  16. We have some of the most technologically advanced software available to help you easily manage, order and distribute your inventory from anywhere.

  17. Focus on what you do best
  18. Instead of adding extra staff to move and handle excess inventory, or assemble kits, your employees can focus on making or marketing your products, increasing sales and expanding your business.

  19. Best of all, fulfillment is easy
  20. It’s incredibly easy to sign up for fulfillment services. All you need to do is contact Great Lakes Integrated and let us know which of our fulfillment services you are interested in utilizing. If you aren’t sure what type of service you need, let us know and we will help you find the best solution for your company’s needs.

Do our product fulfillment services sound right for your business? Contact us today to learn more!

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