GLS / NEXT Precision Marketing keeps innovating with digital print, data, and brainpower

The people at GLS / NEXT Precision Marketing are probably among the world's smartest - at least when it comes to generating high response rates from creative direct marketing campaigns and digital print technology. Over 35 years, this Minnesota company has grown to become one of the market's most award-winning strategic marketing and print solutions providers. 

In 2013, GLS / NEXT installed its first HP Indigo 10000 Press in its new Digital Studio, designed to host the best technology in one beautiful space. To meet growing customer demand, the company later expanded its HP fleet to three presses, including the category-leading Indigo 12000.

In August 2019, GLS / NEXT again expanded its digital print capacity by installing the HP PageWide T240 HD Press for ultra-high productivity and efficiency in direct mail and marketing collateral. Just 45 days after the trucks rolled in with the new gear from HP, Hunkeler, and Epic, the company was producing its first customer job: a multi-million-piece VDP mail campaign for a national brand, which generated excellent response rates.

Right afterwards, the next job for the PageWide Press was a fully variable and coated 1,000-piece mailer, which was segmented into 19 versions. The campaign's modified stacked tulip fold design was featured in FoldFactory's 60-second Super-cool Fold of the Week. The print coverage for this innovative piece was 63%, with lots of vibrant graphics and colorful solids. 

In its thorough investigation into production inkjet, the company researched nearly all the press manufacturers in the market. While all offered compelling features, the HP PageWide Press was GLS / NEXT's solution of choice. "The quality is exactly what HP stated it would be," said Steve Kirk, VP Operations. "The first job ran smoothly and we are extremely pleased." While the T240 HD's color quality and print resolution were key product advantages, the ultimate differentiator was the long-term trusted partnership between HP and GLS / NEXT Precision Marketing.

Going forward, brand clients of GLS / NEXT should expect more creative use of digital print for high-volume targeted mailed campaigns. This is a team of smart, strategic, creative marketers and they have the technology, brain power, and customer focus to deliver high-ROI results for their clients.