Create and send a coffee table book to high-end bike shops. The book explains Guru’s vision of cycling — cycling is not only a sport, but also a passion and an experience that has to do with exceeding your personal limits — as well as the story behind the brand (the photographs, design and texts were designed to spark readers’ passion about bikes). The book has the potential to transform high-end bike shop dealers into Guru evangelists. Guru thereby benefited from third-party endorsement, which has a significant influence on the high-end bikes fan-based community.

The effectiveness of this recent dimensional mailing is remarkable. So far, Guru is on track for a 22% sales increase since the beginning of the campaign. More than half of the coffee table books have been distributed, and Guru is expecting to double book production this summer. Moreover, a large majority of dealers have announced their appreciation towards the book and transmitted this passion and knowledge to customers — some amateurs even spoke about the formation of a cycling worship.