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Cameron Construction wanted to become the construction company of choice for local oil refineries. In order to connect with the heads of these companies—all men who had a history of working with their hands—we devised a plan. We created heavy-duty wooden boxes laser-engraved to represent Cameron’s core values. Inside each box was a leather tool roll marked with Cameron’s logo and containing a set of black anodized wrenches. The wrenches were sent out one at a time to each refinery, along with a note requesting a meeting. After three weeks, each of the refineries had responded. They met with one of our salespeople, who gave them the box and leather tool roll. We saw a 100 percent response from this effective direct mail campaign, and more refineries called in the following weeks, each asking for toolboxes of their own.