Eileen Spitalny

When customers open a package of mail-order Fairytale Brownies, they’re greeted by more than the wafting aroma of chocolate. They also encounter a survey-sweepstakes card. If they answer a few questions—such as “How did the brownies taste?”—and return the postage-paid survey card within 30 days, they are entered into a monthly drawing for a dozen more Fairytale Brownies. The sweeps prize works because, well, few people don’t like free gourmet brownies. And, since the drawing is held monthly, recipients have a good chance of winning. Fairytale’s whole presentation is fun and friendly, and welcomes customers to participate and comment. And they do: 2,600 surveys

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