(See This Example In Closer Detail)
This newspaper “advertorial” was first printed in 1994. It was so successful, thousands of tearsheets were ordered and used in direct mailings with hand-written post-it notes. Through systematic marketing efforts over a four year period, these three day “Boot Camp” events were gradually increased in price from $995 in 1993 to $4,995 by 1997, using dozens of different marketing pieces, thousands of campaigns, and multiple media approaches. During the same time attendance increased, causing the number of these “Boot Camp” events to grow to over 80 each year. This version sold a $3,495 “Boot Camp.”
