It was a complex subject. The whole process of production and delivery has many inter-related functions. The best way of illustrating how IBM could help was by creating the 'Supply Chain Game.'The Game Board shows the process - and the perils and pitfalls that could damage that process. The Game Cards show how IBM’s various software products can help the player avoid those dangers and emerge a winner. The letter then reinforces, in hard factual manner, exactly the kind of advantages that come with IBM software.

We achieved 20 IBM validated leads-to-sales worth £400,593.The total cost of the mailing was £11,477.This means IBM achieved a return on investment of 35:1.