Those with I series servers are more likely to have attended a seminar previously or communicated with IBM than most IBM customers. They are used to visits from the Rochester Team from the US (the lead development team for I series worldwide) or communicating with the UK 'Team'. Bearing this in mind we created a piece that sold the 2003 team Tour and asked I series supporters (customers) to turn up and see their team in action. Supplying them with the essential tool every loyal supporter needs.

This mailing had an unprecedented for IBM 23.9% response rate resulting in a 13.7% attendance rate at the seminar - the target was 9.9%. Because the attendance was 40% higher than anticipated IBM had to organise additional seminar days.