To educate prospects about CBI and its distribution capabilities, a sleek dimensional mail package was created. The cover displays an illustration of a desk lamp with a die-cut revealing a real light bulb inside. A short letter was enclosed with a brochure and the CBI rep’s business card. Recipients were invited to book a meeting with the CBI representative to receive the actual stainless steel desk lamp depicted on the box. Each package was then directly mailed to the recipient via FedEx.

The first wave of 83 direct mail packages achieved a 25% response rate, booking 21 meetings. As a result of the Light Bulb effort, two new contracts have been signed, which is remarkable considering the average conversion cycle takes 2 years.