Response to the competition – 14%.Average response to Mitsubishi truck mailings prior to this one was 6%.Also, one-third of respondents were rival Hino drivers and owners.Context: This was a cold mailing to a market with a 10-year buying cycle. It is hard to ‘hit’ the market at the right time. Also truck drivers are very brand loyal; they define themselves through their trucks. This mailing started the process of "luring" drivers away from rival truck brands to Mitsubishi.