IBM produces a widely attended, annual industry forum where industry leaders gather to learn about current trends from global business achievers. During 2007, in China, the question on every company executive’s mind has been, how can one keep their company from collapsing after so much booming expansion.

To make the conversation most meaningful, IBM invited C-level executives to the Forum by sending an individual, tailor-made DM piece. The message on the desk plaque displayed specific company names and founding dates while questioning the company’s life span. The piece invited them to discover ways to keep their company thriving far into the future.

The results were outstanding. The response rate was 300% above IBM’s DM benchmark. Seats were filled three weeks before the desired date, with the percentage of CEO attendance topping all previous records.