So, we had to find an innovative way of reaching the various offices and apartments in the area. The idea came from an old theory that no paper can be folded into 8 exact halves (without opening any fold again).

95% of the people we send the direct mailers to responded by calling the number printed on the paper. Phone operators who told the respondents that they had called a gym often heard a giggle on the other end.Registrations at the gym increased tremendously