Schermer Kuehl Engineers
A Strategic Success For Minco

When marketing technical products, creative and engineering types aren’t always on the same page. It’s the classic “stuff vs. fluff” debate-one side loves specifications while the other is passionate about benefits.

As a successful B2B marketing firm, Schermer Kuehl has a knack for balancing these viewpoints to reach technically-minded audiences. Minco, a global designer and manufacturer of critical components, experienced a 43 percent revenue increase in one year after they hired SK to create new brand and marketing programs.

Recently, SK helped Minco create a simple, elegant and targeted mailing campaign aimed at engineers who specify components in their applications. The firm partnered with GLS on many aspects of production including printing, kitting and fulfillment.

“Getting GLS involved early in the process really serves us and our clients better.” — Michelle Blair, — Senior Project Manager, — Schermer Kuehl

Think Tank

Initially, Minco wanted just two brochure versions-one for each product group. However, after segmenting Minco’s message across several vertical markets, SK realized the need for a more targeted approach. They devised a way to produce several versions using two different cover photos, five headlines, a smattering of offers, and personalized data.

GLS Account Executive Leif Taubenberger has worked with Schermer Kuehl for more than eight years. Because of the complex nature of this versioning project, Leif worked closely with SK Senior Project Manager Michelle Blair to finesse the document size and take advantage of GLS’ laser printing technology.

“Getting GLS involved early in the process really serves us and our clients better,” said Michelle. “Leif is so collaborative, and he helps us figure out how we can minimize problems down the road.”

Focused and Flexible

Ultimately, this campaign gave Minco more flexibility in communicating with specialized markets such as medical diagnostics or defense applications.

Two brochure shell versions were printed on an offset press-each with a similar look and some common text, but with differentiating photos and artwork. The laser printer was then used to add the variable data in black including headlines, vertical market messaging and personalized reply cards. Finally, the self-mailer was finished with cutting, scoring, perforating, folding and wafer sealing.

The brochure had a detachable reply card, which recipients could use to request one of four prototyping kits. Along with their selected sample, prospects received an application-specific white paper and an engineer’s Design Guide. The direct mail campaign was supported by email contacts and print advertising.

“Engineers notice all of the little details,” Michelle explained. “Our creative team was able to use background images and copy that they could relate to.”

Schermer Kuehl also created email and print advertising to support the direct mail campaign. Results are still being tallied, but early indicators are strong. This program doubled the number of “A-level” leads that Minco received from last year’s effort.

Want to boost your response rates? Ask your GLS rep about how to incorporate versioning to sharpen the focus of your next mailing.

Visit Schermer Kuehl online at www.skmarketing.com, or find Minco at www.minco.com