Seize on the professional developer’s well-known passion for three things: Future products, the developer community and source code. Use direct response mechanisms to touch potential registrants three times over eighteen weeks with a combination of online advertising, email and printed direct mail.

From the moment the initial communications rolled out, hundreds of professional developers began picking up elements and running them on their personal web sites.Unable to physically deal with the sheer volume of responses generated by the campaign, Microsoft pulled the plug on all communications two full weeks before the scheduled campaign conclusion.For just the second time ever, the event sold out completely, with the total registrations 19% over plan, and 22% below budget.