We launched an invitation (teaser) to attend the convention; Next January 20th you will have what you need to increase your sales. The evening before we put messages suggesting ways to increase them, all around the hotel where it was to be held. In the last meeting a package containing 'The most important thing to increase your sales' was delivered. Inside it a cake simulating the market share with the heading: 'Here you are. What you need to increase your sales. Devour it.' Finally, salesmen were encouraged to throw it to at a poster depicting diagrams of their competence.

100% of the salesmen attended to the convention.