Best use of direct mail: Xerox managed print services 'moonboot’ DM  Managed Print Services (MPS) includes everything from making office copying and printing more efficient and secure, to digitising and automating paper-­‐based business  processes.The benefits can be enormous, but it’s a complex set of processes that involves various  decision makers over a long period of time – as well as considerable investment.In early 2013, the EMEA business climate was at its lowest ebb, and extremely risk averse. Our job was to show why Xerox MPS was a better bet than the usual business  transformation tricks – and why, in fact, it was a reason for real business optimism.Our campaign posed the question: ‘What’s holding you back?’ and explained why  ‘Optimism starts here.’As part of the campaign, we sent the 800 most important decision makers a cast of Neil  Armstrong’s famous lunar footprint – the answer to the question “What happens when you can just get on with the thing you do best”? Follow-­‐up telesales calls revealed an extremely positive reception, and the ‘moonboot’ is now on desks all over EMEA’s C-­‐suites.While we can’t separate ROI from that of the overall campaign, the overall ROI in terms of closed sales is now 20:1 – and expected to grow to around 50:1.