Adco Products Names Opin for AT-3 Brand

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Adco Products Inc., a designer and maker of industrial adhesive and sealant solutions, has named Opin Marketing Communications Inc., Grand Rapids, MI, to handle direct marketing for its AT-3 brand.


The agency is to create and execute a direct campaign for promotional sales of AT-3, a specialized adhesive tape. The mandate is "to increase sales and to regularly remind potential customers that they are in the business," said Nicole Yankee, vice president of operations at Opin.


Part of Adco Global Inc., Raleigh, NC, Adco Products claims to be the world's largest privately held adhesives and sealant manufacturer. Its strengths are in synthetic elastomers, bond-strength acrylic tape and polyurethane adhesives and sealants.


Opin works with Adco Products' Jackson, MI, office.


Opin, which is 8 months old, also won two new public relations, Web site design and marketing consultation assignments. One is Daman Products Inc., a Mishawaka, IN, maker of premium hydraulic manifolds and components. The other is The Tanglefoot Co., a Grand Rapids manufacturer and distributor of adhesive pest management and tree-protection products. Opin's accounts include AAR Cadillac Manufacturing, Automotive Advantage and Classic Communications.


For Adco, the agency will offer creation and execution of direct mail, mailing, fulfillment of requests for information, forwarding leads to Adco sales representatives based on the response, database updates and public relations.


"The first mail piece we're sending out will trigger them to ask for samples and provide them with the correct sealant solution," Yankee said. "The next mailer is kind of a follow-up to the first mailer, so it's a reminder if they haven't requested a sample and to request a sales person to contact them."


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