As we entered Wyoming on our cross-country drive, we saw our first billboard advertisement for Wall Drug. Over the next 325 miles we counted a total of 76 billboards (yes, 76). Of course, when we reached Wall, SD, we just had to see what all the fuss was about. After all, they put a lot of effort into inviting us! And yes, with 5 ice creams, several nick nacks plus a digital camera for my brother, we definitely paid for another sign.
The lesson for me: next time I hesitate about asking a friend to join me at church or come to a community service because they said no last time, I'll think about Wall Drug and the power of high-frequency advertising.