Some like it hot. MQSoftware and GLS sizzle together

Last fall, Deloitte & Touche ranked MQSoftware first in its Minnesota Fast 50 program, 43rd in the firm’s national rankings. With a 40 percent revenue growth last year, it’s no wonder Barbara Johnson, MQSoftware’s director of marketing and corporate communications, keeps so busy.

MQSoftware is one of the leading worldwide suppliers of middleware application software, consulting and training solutions that focus on the IBM WebSphere® family of products. As busy as Johnson and her staff are, they rely on GLS to help them keep up with the ever-increasing demand for sales, marketing and training collateral.

Since joining MQSoftware last year, Johnson has developed dozens of pieces of literature, launched the company’s direct marketing program and worked to create a cohesive identity for the company. “The sales force is amazed at what we’ve been able to do in just a few short months,” she said. “If we didn’t have GLS, I’m not sure how we would have gotten it all done.”

Johnson’s budgets are tight, so she uses GLS for everything from creative and design to printing, mailing and fulfillment. She’s been especially impressed with GLS’s creative services. “I’m surprised at the range of things they can do. I’ve used them for everything from low-end, simple flyers and sell sheets to high-end, three-dimensional pieces,” she said.

“I’m surprised at the range of things they can do. I’ve used them for everything from low-end, simple flyers and sell sheets to high-end, three-dimensional pieces.” – Barbara Johnson, Director of Marketing – and Corporate Communications – MQSoftware

One of the first joint projects was a direct marketing campaign for the company’s DataFlow Studio product. GLS designed a simple two-color letter, reply card and envelope that was mailed to approximately 20,000 people. A four-color postcard followed the letter, and inquiries started pouring in.

These two pieces launched MQSoftware’s entire direct marketing program. IBM, for which MQSoftware is one of only 12 premiere partners, was so impressed with the results that Johnson plans to complete another 20,000 piece mailing again soon.

When it came time to launch a promotion for Q Pasa! Version 3.0, a middleware management system offered by MQSoftware, Johnson turned to GLS once again. With a tagline of “Hot. Spicy. Highly Scalable,” Johnson wanted to have a little fun with the promotion. She did that by using chili peppers as part of the product’s identity, and by incorporating the peppers into the premium giveaway item.

First, the company mailed out a postcard, instructing recipients to go to its Web site (www.mqsoftware.com) for more information and to register for a free Q Pasa! t-shirt. To take the pepper theme one step further, Johnson sourced three bottles of pepper sauce in a small wooden box, and called upon GLS' creative team to design the labels for each bottle.

GLS designed and printed the labels, and assembled all 500 of the kits, which will be used as the premium giveaway for this promotion. Once the program is launched, Johnson will use GLS to manage the fulfillment process for her.

“I like working with GLS because they understand the whole process of lead generation. They know what format works best, they know what people will respond to, and they always make the ‘ask’ obvious,” Johnson said. “On top of that, they take direction well, they turn things around quickly and they help me stay on budget. It’s nice working with a company that gets it.”