The people we were targeting were very likely the ones being overwhelmed by daily tasks like fixing computers and bugs etc. It would be a good idea to offer them a solution that is small on management and cost, yet big on technical and business advantages. Very simply, we designed a unique, paper fold-out mailer with the title 'Imagine how something this small'. As the mailer folds out it gets bigger and communicates at every step how the SBS 2003 is unbelievably SMALL on cost, yet can make a BIG difference to their business. Finally, a great offer makes the switch all the more attractive.

The mailer was created in a very innovative and interesting manner and generated an amazing number of enquiries. The campaign yielded a response rate of 2.95% which is above average for this segment. Due to the long sales cycle of the product, the regional distributors are currently following up on the leads and completing the sales, so more responses are expected.