Each of these ads had very specific objectives. Some focused on promoting our fluid resistance rowers as the closest thing to being there from the benefits of a rowing experience that allows you to really push yourself. I used the phrase "Practice Perfect" on ads that promoted the line. We also introduced  high definition, animated virtual reality rowing courses and the other took on competitor Concept 2 with a head to head comparison, so product ads had a different look and feel while still reinforcing our brand. The results of these ads were increased orders and dealer confidence in us as a serious player. We went from average monthly sales of $40K up to a high of $270K after these ads ran.