Objective: A furniture manufacturer wished to maximize the impact its sales representatives had on retail buyers.

Strategy: To reach 500 key buyers among the 40,000 people attending a national furniture show, an unusual catalog was developed for the advertiser's sales representatives—a deck of playing cards. Each card imprinted with corporate identification on the back and with a photo of a different piece of furniture being promoted on the face. Any buyer who visited the advertiser's booth was invited to sit down with a representative and "play cards" to view the line of furniture offered. The buyer then took the deck with him.

Results: The advertiser reached 97% of the retail outlets it had targeted. Buyers were impressed with the novel method of product presentation, and when placing orders, frequently referred to the item desired as "the suite on the 8 of hearts," or "the sofa on the 10 of clubs."

Objective: To secure appointments with automobile dealers.

Strategy: As a door opener to gain access to 113 auto dealers in selected regions of the country, the advertiser mailed a car-shaped bottle filled with $50,000 in shredded currency. A personalized note accompanying the "$50,000 car" explained "There's a lot more money in cars than most dealers are making." And was intended to induce dealers to make appointments with the advertiser's salespeople, who would show how money could be made by selling credit insurance along with cars. On personal follow-ups, salespeople presented dealers with a laser-engraved pen stand on which to mount the car.

Results: 80 appointments, or a 71% return on the mailings, was said to have been achieved, resulting in 8 new dealers accounts.