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Raise your hands. >> tonight 45 night hawk students have gathered in the dark. not just to shoot pictures of the christmas lights but to share the excitement of learning from each other as well as getting amazing pictures. >> look at that. great. i love that. >> it's marketing at its best. mark gathers people together, shows them how to have a great time taking pictures, takes them out for drinks afterwards, and they respond by keeping his business in the black. >> i came into it to take a quick class to learn how to use a camera and in eight weeks ended up buying a whole new camera. and so i ...

Students have gathered in the dark. >> one, two, three. not just to shoot pictures of the christmas lights, but to share the excitement of learning from each other as well as getting amazing pictures. >> look at that. look at that, joan. >> oh, wow. >> look at that. >> yeah. >> see? yes, evelyn! great! i love that! >> it's experiential marketing at its best. mark gathers people together, shows them how to have a great time taking pictures, takes them out for drinks afterwards, and they respond by keeping his business in the black. >> i came into it to take a quickie class to learn how to use a...

With this army of camera buffs who have been inspired by mark's high-energy classroom style. >> how many rookie night hawkers do we have? >> tonight, 45 night hawk students have gathered in the dark. >> one, two, three. >> not just to shoot pictures of the christmas lights, but to share the excitement of learning from each other as well as getting amazing pictures. >> look at that. look at that, joan. >> oh, gosh. >> look at that. see? >> yes, evelyn. great, i love that. >> it's expeerential marketing at its best. mark gathers people together, shows them a great time, takes them out for drinks...

Style. >> how many rookieight hawkers do we have? >> tight45ight hawk students have gathered in the dark. >> one, two, three. >> not just to shoot pictures of the christmas lights, but to share the excitement of learning from each other as well as getting amazing pictures. >> look at that. look at that, joan. >> oh, gosh. >> look at that. see? >> yes, evelyn. great, i love that. >> it's experiential marketing at its best. mark gathers people together, shows them a great time, takes them out for drinks afterwards, and they respond by keeping his business in the black. >> i came in for a quickie...