gls / next precision marketing amplify 2016 issue 1
DESCRIPTION
AMPLIFY — A place where innovative ideas, inspiration and opportunities are shared.TRANSCRIPT
GLSprecisionmarketing.com
YOU’RE ONE
OF A KIND!
GLSprecisionmarketing.com
HOW DID WE DO IT?We merged hyper-variable imaging with HP Mosaic technology and a mailing list that was processed with cross-matching data.
We selected two vibrant vector images for the poster personalization. One image would have been su cient but we decided to add another variable ust to make it interesting.
The images were sampled in one-of-a-kind, custom configurations for 3, individuals on this dynamic list. The graphics were never twisted, skewed, scaled or cropped the same way twice, not even one repeat.
Every customer name was matched with their personal sales representative to create a more meaningful connection.
JAYME WISELY
CEO / President
D 763.971.3278
M 763.772.3193
TO LEARN HOW YOU CAN USE
HYPER-VARIABLE IMAGING TO
REACH YOUR ONE-OF-A-KIND
CUSTOMERS, CALL:
JAYME WISELY
YOU REALLY ARE ONE OF A KIND. AND SO IS THIS POSTER.
I N T H I S I S S U E
A BOLD NEW VISION
DIRECT TARGETING™
MOSAIC TECHNOLOGY
ISSUE 1 2016
ADVANCING A BOLD VISION
AMPLIFY ISSUE 1 2016
AMPLIFY — A PLACE WHERE INNOVATIVE IDEAS, INSPIRATION AND OPPORTUNITIES ARE SHARED
Friends, partners, valued clients and associates, I am pleased to announce the inaugural issue
of AMPLIFY — a periodic newsletter where innovation meets inspiration. In each issue,
GLS / NEXT Precision Marketing (GLS / NEXT) will share a glimpse inside our Precision
Marketing methods and processes, including articles that inspire, features about partnerships
that flourish, and the latest, relevant marketing and print industry news.
We’ll bring you an insider’s perspective into GLS / NEXT, our exceptional people and how
Precision Marketing is challenging and changing the modern marketing landscape.
We’ll explain how to use hyper-targeting, insights and data to accelerate sales, drive traffic
and advance your brand with strategic digital and print marketing technologies across the
integrated channels your prospects and customers use and trust.
This disruptive evolution in marketing has demanded a new approach — one that
institutes a broad team principle of leadership that provides diversity of thought,
approach and perspective.
JAYME WISELY CEO/President
GLS / NEXT Senior Leadership Team, from left to right: Eric Loring, President, NEXT; Scott Richardson, CFO; Frank Powell, CTO; Doug Hammerseng, VP of Sales; Jayme Wisely, CEO/President; Steve Kirk, VP of Operations; Gary Garner, Chairman; Gene Billadeau, SVP/Creative, NEXT.
GLSprecisionmarketing.com
personalized direct mailThe same day your targeted customerreceives your direct mail offer...
A GLS / NEXT PRECISION MARKETING TECHNOLOGY
TM
1
FOR YOU!
targeted digital ads... your linked digital ad campaign appears on their devices across millions of websites they visit!
2
FOR YOU!
website
FOR YOU!
FORYOU!
websiteFORYOU!
mobileFORYOU!
FOR YOU!FO
DIRECT TARGETING
HIT YOUR TARGETSHOW TO USE OUR NEWEST DIRECT MAIL AND DIGITAL MARKETING TECHNOLOGY TO PRECISELY ENGAGE YOUR TARGETS IN THEIR MAIL AND ON THEIR DEVICES
DELIVERS RESULTS
Information herein states actual results from a single GLS / NEXT Direct Targeting campaign and does not guarantee future results. Your campaign results may vary.
15 average number of impressions served per matched contact
IN-HOME DROP DATES
STAGED DEPLOYMENT
3
5,400,000+IMPRESSIONS SERVED
DIRECT TARGETING CAMPAIGNQ3 2015
28D A Y
1-2PM CSTHIGHEST PERFORMING
DAY & DAYPART
FRIDAY
B2C RESULTS
The following represents actual ins ights, data, and results yielded from a single B2C DIRECT TARGETING campaign — developed and deployed by GLS / NEXT Precision Marketing.
REAL-TIME OPTIMIZATION
.08%PHONECUSTOMERS SCHEDULING APPOINTMENTS VIA 1-800 NUMBER DIGITAL ENGAGEMENT
AVG. CTRCONVERSION BENCHMARKS
CAMPAIGN SCOPE
SALES REVENUE LIFT
ATTRIBUTED TO CAMPAIGN$1.7M
MILLION
ACTUAL
> 160 x 600 > 300 x 250 > 728 x 90
HIGHEST PERFORMING AD SIZE/OFFER
Split-testing of 3 ad sizes & offers/calls-to-action (CTAs)
371,000Matched home IP addresses
+PERSONALIZED direct mail pieces
830,000
TRACKED &
DIRECT TARGETINGTM
personalized direct mailThe same day your targeted customerreceives your direct mail offer...
A GLS / NEXT PRECISION MARKETING TECHNOLOGY
TM
1
FOR YOU!
targeted digital ads... your linked digital ad campaign appears on their devices across millions of websites they visit!
2
FOR YOU!
website
FOR YOU!
FORYOU!
websiteFORYOU!
mobileFORYOU!
FOR YOU!FO
DIRECT TARGETING
HIT YOUR TARGETSHOW TO USE OUR NEWEST DIRECT MAIL AND DIGITAL MARKETING TECHNOLOGY TO PRECISELY ENGAGE YOUR TARGETS IN THEIR MAIL AND ON THEIR DEVICES
Direct Targeting™ connects the tactile engagement of your print campaign with the actionable immediacy of digital marketing.”
“
Direct mail, magnified
Targeted direct mail is a proven way to
respectfully approach a new prospect with
an offer or reactivate an existing customer.
And targeted digital ads have emerged as
a highly effective way to drive immediate
response to offers. Now you can connect
these two powerful marketing tactics in a
way that multiplies their effects.
Direct Targeting,™ an exclusive GLS / NEXT
Precision Marketing technology, magnifies
the power of personalized direct mail with
connected digital display ads. Ads are
IP-verified to reach the recipient’s home-
level devices and synchronized to launch
simultaneously, triggered by the arrival of
your print campaign to their mailbox.
Your linked digital display ads will appear
on millions of high-traffic websites, driving
traffic to your website, offer landing page or
PURL. And you can budget your campaign
to achieve the duration and impressions you
want to serve to each prospect.
Direct Targeting lets you focus precisely on
your best prospects — the ones most likely
to convert — and only pay when they view
your ad. Make every targeted impression
and every marketing dollar count. It’s the
digital equivalent to connecting face-to-face
with each of your best prospects.
How it works
Create more engagement, convert more
consumer sales and pinpoint real people in
real time, every time they are on the web.
• Your personalized direct mail print piece
arrives, triggering a home-level, location-
targeted digital ad campaign served up
every time your prospect goes online.
• Unlike conventional retargeting, Direct
Targeting requires NO prior visit to your
website to trigger your display ads.
• Direct Targeting is ideal for consumer-level
product and service offers, especially high-
value offers and products.
Continuously improve results
Direct Targeting allows you to measure
performance and results, letting you refine
your campaign strategy on-the-fly.
Learn what your highest-performing display
ad size is, review your CTR (click-through
rate), or use a conversion benchmark to
drive your response.
Discover the power of Direct Targeting
Direct Targeting connects the tactile
engagement of your print campaign with the
actionable immediacy of digital marketing.
Ask your GLS / NEXT sales associate for
more information and see where advanced
marketing technology can take you.
WHAT MAKES DIRECT TARGETING BETTER?
BETTER THAN REMARKETING – requires no prior
website visit to activate your digital campaign
BETTER THAN EMAIL MARKETING – no spamming
risk and you don't have to know the email addresses
of your prospects
BETTER THAN DIRECT MAIL ALONE – drives
customers to your website, offer landing page or
PURLs with one click
ALL RECIPIENTS ARE IP-VERIFIED – guaranteed to
reach the home network of your target and you only
pay for ads that are viewed
SYNCHRONIZED & MULTI-CHANNEL – inspire
customers and prospects in a respectful way and
then engage them with actionable digital tactics
personalized direct mailThe same day your targeted customerreceives your direct mail offer...
A GLS / NEXT PRECISION MARKETING TECHNOLOGY
TM
1
FOR YOU!
targeted digital ads... your linked digital ad campaign appears on their devices across millions of websites they visit!
2
FOR YOU!
website
FOR YOU!
FORYOU!
websiteFORYOU!
mobileFORYOU!
FOR YOU!FO
DIRECT TARGETING
AMPLIFY ISSUE 1 2016
ADVANCING A BOLD VISION
GLSprecisionmarketing.com
While our Senior Leadership team advances
our bold vision for the future, the NEXT
agency's Creative Leadership Team is
fulfilling Precision Marketing goals for our
clients and partners.
As a whole, we are all committed to moving
forward as a progressive marketing source,
bringing to our customers ideas, visionary
insights and superior business solutions.
That brings me to an announcement made
earlier this year by Gary Garner, founder of
GLS Companies, that he has stepped down
from the CEO position. He is now serving as
industry ambassador and consultant to the
GLS Senior Leadership Team and continues
to serve as Chairman of the Board.
Under Gary’s leadership, GLS grew from a
modest two-press operation in 1984, into
the world-class marketing powerhouse it is
today. He worked extremely hard to realize
his dream and we wish him the best as he
enjoys the fruits of his labor.
As Gary Garner’s successor, CEO and
President of GLS / NEXT Precision Marketing,
I am dedicated to progressing Gary’s dream
for the company and it is my privilege to lead
this company today, and into the future.
As for the near future, I hope you will
look forward to receiving future issues
of AMPLIFY. It is my intention that this
publication serves as a place to disseminate
ideas and best practices, inspire creativity
and discover new tools.
Collaboration is a foundation of our culture.
And in that spirit, we want to make this
experience not just about our ideas, but
yours as well. We want to invite you and your
stakeholders to tell us what you want to read
about, learn about or bring to light.
Together we can make this an interesting,
meaningful publication that adds value,
insight and ideas as we travel together on the
marketing industry's evolutionary journey.
Sincerely,
Jayme Wisely
FOUNDER AND VISIONARY, GARY GARNER BEGINS A NEW JOURNEY AFTER 31 YEARS AS AN INDUSTRY LEADER
On January 1, 2016, CEO, Chairman and founder
of GLS / NEXT Precision Marketing (formerly
GLS Companies), Gary Garner, announced he
would be migrating from his position as CEO to
the role of Chairman.
In this role, Garner will shift his priorities to focus on
personal pursuits including travel, while continuing to
serve as a consultant and industry ambassador. He
is confident the company's leadership team will be
judicious caretakers of his dream.
Following a five-year strategic transformation of the
company, Garner is transferring operational leadership
to CEO/President Jayme Wisely and the company's
Senior Leadership Team.
Over the years I have tr ied to
develop and guide an organizat ion
that shows integri ty and honesty,
and leads the market. I know that
Jayme Wisely wi l l lead with the same
vis ion and values.”
“GARY GARNER
CHAIRMAN
GLS / NEXT Creative Leadership Team from left to right: Jim Benedict, Marketing Director; Gene Billadeau, SVP/Creative; Michelle Blair, Director Client Service and Strategy; Michael Linert, VP/Client Service and Strategy; Eric Loring, President, NEXT; Shannon Soldo, SVP/Client Strategy and Growth.
personalized direct mailThe same day your targeted customerreceives your direct mail offer...
A GLS / NEXT PRECISION MARKETING TECHNOLOGY
TM
1
FOR YOU!
targeted digital ads... your linked digital ad campaign appears on their devices across millions of websites they visit!
2
FOR YOU!
website
FOR YOU!
FORYOU!
websiteFORYOU!
mobileFORYOU!
FOR YOU!FO
DIRECT TARGETING
HIT YOUR TARGETSHOW TO USE OUR NEWEST DIRECT MAIL AND DIGITAL MARKETING TECHNOLOGY TO PRECISELY ENGAGE YOUR TARGETS IN THEIR MAIL AND ON THEIR DEVICES
Direct Targeting™ connects the tactile engagement of your print campaign with the actionable immediacy of digital marketing.”
“
Direct mail, magnified
Targeted direct mail is a proven way to
respectfully approach a new prospect with
an offer or reactivate an existing customer.
And targeted digital ads have emerged as
a highly effective way to drive immediate
response to offers. Now you can connect
these two powerful marketing tactics in a
way that multiplies their effects.
Direct Targeting,™ an exclusive GLS / NEXT
Precision Marketing technology, magnifies
the power of personalized direct mail with
connected digital display ads. Ads are
IP-verified to reach the recipient’s home-
level devices and synchronized to launch
simultaneously, triggered by the arrival of
your print campaign to their mailbox.
Your linked digital display ads will appear
on millions of high-traffic websites, driving
traffic to your website, offer landing page or
PURL. And you can budget your campaign
to achieve the duration and impressions you
want to serve to each prospect.
Direct Targeting lets you focus precisely on
your best prospects — the ones most likely
to convert — and only pay when they view
your ad. Make every targeted impression
and every marketing dollar count. It’s the
digital equivalent to connecting face-to-face
with each of your best prospects.
How it works
Create more engagement, convert more
consumer sales and pinpoint real people in
real time, every time they are on the web.
• Your personalized direct mail print piece
arrives, triggering a home-level, location-
targeted digital ad campaign served up
every time your prospect goes online.
• Unlike conventional retargeting, Direct
Targeting requires NO prior visit to your
website to trigger your display ads.
• Direct Targeting is ideal for consumer-level
product and service offers, especially high-
value offers and products.
Continuously improve results
Direct Targeting allows you to measure
performance and results, letting you refine
your campaign strategy on-the-fly.
Learn what your highest-performing display
ad size is, review your CTR (click-through
rate), or use a conversion benchmark to
drive your response.
Discover the power of Direct Targeting
Direct Targeting connects the tactile
engagement of your print campaign with the
actionable immediacy of digital marketing.
Ask your GLS / NEXT sales associate for
more information and see where advanced
marketing technology can take you.
WHAT MAKES DIRECT TARGETING BETTER?
BETTER THAN REMARKETING – requires no prior
website visit to activate your digital campaign
BETTER THAN EMAIL MARKETING – no spamming
risk and you don't have to know the email addresses
of your prospects
BETTER THAN DIRECT MAIL ALONE – drives
customers to your website, offer landing page or
PURLs with one click
ALL RECIPIENTS ARE IP-VERIFIED – guaranteed to
reach the home network of your target and you only
pay for ads that are viewed
SYNCHRONIZED & MULTI-CHANNEL – inspire
customers and prospects in a respectful way and
then engage them with actionable digital tactics
personalized direct mailThe same day your targeted customerreceives your direct mail offer...
A GLS / NEXT PRECISION MARKETING TECHNOLOGY
TM
1
FOR YOU!
targeted digital ads... your linked digital ad campaign appears on their devices across millions of websites they visit!
2
FOR YOU!
website
FOR YOU!
FORYOU!
websiteFORYOU!
mobileFORYOU!
FOR YOU!FO
DIRECT TARGETING
AMPLIFY ISSUE 1 2016
ADVANCING A BOLD VISION
GLSprecisionmarketing.com
While our Senior Leadership team advances
our bold vision for the future, the NEXT
agency's Creative Leadership Team is
fulfilling Precision Marketing goals for our
clients and partners.
As a whole, we are all committed to moving
forward as a progressive marketing source,
bringing to our customers ideas, visionary
insights and superior business solutions.
That brings me to an announcement made
earlier this year by Gary Garner, founder of
GLS Companies, that he has stepped down
from the CEO position. He is now serving as
industry ambassador and consultant to the
GLS Senior Leadership Team and continues
to serve as Chairman of the Board.
Under Gary’s leadership, GLS grew from a
modest two-press operation in 1984, into
the world-class marketing powerhouse it is
today. He worked extremely hard to realize
his dream and we wish him the best as he
enjoys the fruits of his labor.
As Gary Garner’s successor, CEO and
President of GLS / NEXT Precision Marketing,
I am dedicated to progressing Gary’s dream
for the company and it is my privilege to lead
this company today, and into the future.
As for the near future, I hope you will
look forward to receiving future issues
of AMPLIFY. It is my intention that this
publication serves as a place to disseminate
ideas and best practices, inspire creativity
and discover new tools.
Collaboration is a foundation of our culture.
And in that spirit, we want to make this
experience not just about our ideas, but
yours as well. We want to invite you and your
stakeholders to tell us what you want to read
about, learn about or bring to light.
Together we can make this an interesting,
meaningful publication that adds value,
insight and ideas as we travel together on the
marketing industry's evolutionary journey.
Sincerely,
Jayme Wisely
FOUNDER AND VISIONARY, GARY GARNER BEGINS A NEW JOURNEY AFTER 31 YEARS AS AN INDUSTRY LEADER
On January 1, 2016, CEO, Chairman and founder
of GLS / NEXT Precision Marketing (formerly
GLS Companies), Gary Garner, announced he
would be migrating from his position as CEO to
the role of Chairman.
In this role, Garner will shift his priorities to focus on
personal pursuits including travel, while continuing to
serve as a consultant and industry ambassador. He
is confident the company's leadership team will be
judicious caretakers of his dream.
Following a five-year strategic transformation of the
company, Garner is transferring operational leadership
to CEO/President Jayme Wisely and the company's
Senior Leadership Team.
Over the years I have tr ied to
develop and guide an organizat ion
that shows integri ty and honesty,
and leads the market. I know that
Jayme Wisely wi l l lead with the same
vis ion and values.”
“GARY GARNER
CHAIRMAN
GLS / NEXT Creative Leadership Team from left to right: Jim Benedict, Marketing Director; Gene Billadeau, SVP/Creative; Michelle Blair, Director Client Service and Strategy; Michael Linert, VP/Client Service and Strategy; Eric Loring, President, NEXT; Shannon Soldo, SVP/Client Strategy and Growth.
ADVANCING A BOLD VISION
AMPLIFY ISSUE 1 2016
AMPLIFY — A PLACE WHERE INNOVATIVE IDEAS, INSPIRATION AND OPPORTUNITIES ARE SHARED
Friends, partners, valued clients and associates, I am pleased to announce the inaugural issue
of AMPLIFY — a periodic newsletter where innovation meets inspiration. In each issue,
GLS / NEXT Precision Marketing (GLS / NEXT) will share a glimpse inside our Precision
Marketing methods and processes, including articles that inspire, features about partnerships
that flourish, and the latest, relevant marketing and print industry news.
We’ll bring you an insider’s perspective into GLS / NEXT, our exceptional people and how
Precision Marketing is challenging and changing the modern marketing landscape.
We’ll explain how to use hyper-targeting, insights and data to accelerate sales, drive traffic
and advance your brand with strategic digital and print marketing technologies across the
integrated channels your prospects and customers use and trust.
This disruptive evolution in marketing has demanded a new approach — one that
institutes a broad team principle of leadership that provides diversity of thought,
approach and perspective.
JAYME WISELY CEO/President
GLS / NEXT Senior Leadership Team, from left to right: Eric Loring, President, NEXT; Scott Richardson, CFO; Frank Powell, CTO; Doug Hammerseng, VP of Sales; Jayme Wisely, CEO/President; Steve Kirk, VP of Operations; Gary Garner, Chairman; Gene Billadeau, SVP/Creative, NEXT.
GLSprecisionmarketing.com
personalized direct mailThe same day your targeted customerreceives your direct mail offer...
A GLS / NEXT PRECISION MARKETING TECHNOLOGY
TM
1
FOR YOU!
targeted digital ads... your linked digital ad campaign appears on their devices across millions of websites they visit!
2
FOR YOU!
website
FOR YOU!
FORYOU!
websiteFORYOU!
mobileFORYOU!
FOR YOU!FO
DIRECT TARGETING
HIT YOUR TARGETSHOW TO USE OUR NEWEST DIRECT MAIL AND DIGITAL MARKETING TECHNOLOGY TO PRECISELY ENGAGE YOUR TARGETS IN THEIR MAIL AND ON THEIR DEVICES
DELIVERS RESULTS
Information herein states actual results from a single GLS / NEXT Direct Targeting campaign and does not guarantee future results. Your campaign results may vary.
15 average number of impressions served per matched contact
IN-HOME DROP DATES
STAGED DEPLOYMENT
3
5,400,000+IMPRESSIONS SERVED
DIRECT TARGETING CAMPAIGNQ3 2015
28D A Y
1-2PM CSTHIGHEST PERFORMING
DAY & DAYPART
FRIDAY
B2C RESULTS
The following represents actual ins ights, data, and results yielded from a single B2C DIRECT TARGETING campaign — developed and deployed by GLS / NEXT Precision Marketing.
REAL-TIME OPTIMIZATION
.08%PHONECUSTOMERS SCHEDULING APPOINTMENTS VIA 1-800 NUMBER DIGITAL ENGAGEMENT
AVG. CTRCONVERSION BENCHMARKS
CAMPAIGN SCOPE
SALES REVENUE LIFT
ATTRIBUTED TO CAMPAIGN$1.7M
MILLION
ACTUAL
> 160 x 600 > 300 x 250 > 728 x 90
HIGHEST PERFORMING AD SIZE/OFFER
Split-testing of 3 ad sizes & offers/calls-to-action (CTAs)
371,000Matched home IP addresses
+PERSONALIZED direct mail pieces
830,000
TRACKED &
DIRECT TARGETINGTM
GLS / NEXT: BEST OF SHOW WINNER AND
MOST-AWARDED PRINT MARKETER IN MIDWEST
This has been an outstanding year of awards for us. We are proud to report GLS / NEXT Precision Marketing earned 27 Printing Industry Midwest PIM) tar of Excellence Awards, with five of these earning the top award, Best of Category. These include “HP Graph Expo Invite, / E T Posters, TPC ose Fire Ice Moonlight ala Invitation, Allian ife MIA Mailer and the aforementioned est of
how for P We tand by Ink ample ook
GLS / NEXT LEARNING EVENT — A BIG HIT WITH CUSTOMERS
Five di erent art files were used for the HP Mosaic digital printing.
*while supplies last
I N T H I S I S S U E
A BOLD NEW VISION
GEMINI CASE STUDY
AMP AWARD RECIPIENT
DIRECT TARGETING™
MOSAIC TECHNOLOGY
ISSUE 1 2016
6845 Winnetka Circle
Brooklyn Park, MN 55428
COMPLIMENTS OF:
JAYME WISELY
CEO / President
D 763.971.3278
M 763.772.3193
Recently we hosted a Precision Marketing
Learning Event demonstrating engaging,
interactive printing techniques and formats.
Attendees received a Mail Magic Kit
containing eight creative, scored, folded,
die-cut mailer prototypes.
The kit itself (above) was a demonstration
of a trending technology — HP Mosiac
digital printing — which is a controlled
hyper-variability producing one-of-a-kind,
reproducible graphic designs.
If you were unable to attend our event and
would like to learn more about engaging
direct mail techniques, or receive a Magic Mail
Kit*, please contact Jayme Wisely at