Our strategy was to mail customers asking them what kind of information they wanted to receive from IBM. Taking the point of view that if they told us what they were interested in IBM could provide them information necessary to do their job more effectively and make their company more efficient and successful. IBM had a current 'successful partnership' press and Poster campaign running–'E-bay is playing to win', 'Goodyear is playing to win'. Our creative asked the question 'Where do you want to be...?' Paid off with a personalised 'successful partnership' ad featuring their company.

The mailer achieved a 3.9 % response rate as opposed to an average response of less than 0.1 with this target market. The information gained from those responding with enable further targeted mailings promoting those products which the responders identified as being of interest. Enabling IBM to be more cost effective and show greater ROI with future mailings. Due to this mailings success IBM are planning similar activity with other target markets.