Computer tech giant, Novell, needed a direct mail piece to invite tech writers and analysts to attend their annual BrainShare conference. Knowing how busy these people are, I decided to provide a complimentary stand-in. More specifically, an inflatable stand-in. Apparently that’s just what they needed as the mailing drew a 92% return. But perhaps more impressive was the fact that I found a male blow-up doll that wasn’t anatomically correct. His chest hair, however, was spot on.