Your 4 Step Guide On How to be More Creative in Your Marketing Without Designing a Single Piece of Art.

Your 4 Step Guide on How to Be More Creative in Your Marketing Without Designing a Single Piece of Art.

We all associate inbound marketing with fancy billboards, catchy tag lines and the art of selling indirectly to our target audience.

There are plenty of ‘motivational speakers’ who talk about the things you MUST be doing. You only have to look as a far as Gary Vee, hats off to him, he has managed to build a substantial social following. The piece about ‘firing your best employee’ was a great listen, but I largely disagreed with it. That’s a story for another time.

Ultimately, what they don’t tell you, is how you should be using, quick wins and long term techniques inside your own business.

As consumers, we are exposed to marketing messages at every corner of our day.

Without even being aware, your purchases are subliminally being influenced by companies who see you as their ‘target audience’.

Your marketing communications should be doing the same. Why?

Long gone are the days of the hard sell or the last click conversion. We, as consumers, have no interest in working with people who’s only focus is to get us to buy stuff. It even goes beyond this, we have a moral obligation to be ethical in our ethical in our inbound marketing.

We want to be educated.

We want to receive free information and be consulted on best practice.

Most importantly, we don’t want to just be a ‘customer’, just a number amongst hundreds of thousands of others. We want to feel valued and understood by real people and business’.

Micro breweries, including Phil Harding and the Boutique Bar Brands team, are a prime example of how tailored and personal experiences resonate better with our target audiences. There are more pubs in Brighton than days of the year to enjoy a fancy IPA or delightful Gin).

Mad Men is a great show (if you haven’t watched it, then you really should!). Mad Men outlines where marketing originally started, bar the questionable morales demonstrated by Don- that is something marketing isn’t about.

It is where everything was driving a ‘cool’ message along with some fancy imagery.

Not about educating your audience to allow them to make the best decision for them.

If we are honest with ourselves, creating fancy art is significantly easier now than it was 15, 10 or even 5 years ago.

We’ve all got caught up in the aesthetics, pristine graphics, and everything having to be super easy on the eye.

Instagram is a great example of how fancy imagery and unrealistic visuals can be used to make us all buy into something we don’t even need.

Our good friend, Elin over at Brighton Journal is a great example of how Instagram is all about the visual (innocent plug of an account we manage!).

Marketing used to be about resonating with the audience and building a customer story to truly engage and drive your brand message.

Adobe Creative Cloud should be like second nature to any marketeer, whether you are in house or agency side.

Somewhere along the line we have lost track of everything marketing is trying to achieve.

But that doesn’t mean we have to retire our creativity hats.

It means we have lost track of the creative part of marketing. Using your story, your brand and your expertise to deliver the right message at the right time.

Here they are. What the ramblings (just ask Dan Tyre, María Dómine and Coman Doyle about how much I love to ramble on) above has all been leading to.

How to be more creative in your marketing, without just using one piece of design software.

User segmentation

At its core, marketing is about delivering the right message, product, or service to the right person at the right time. In the Mad Men era of advertising, this was easier to do than it is today.

Products and services were fairly standardised and there were a handful of mediums that would cover a large percentage of people. Social ads weren’t a thing back then.

While each contact is a snowflake and should be treated that way, it’s important to segment your database to see who’s similar.

These segments can be divided in an endless number of ways: demographics, industry, company size, page views, numbers of emails opened — you name it.

Well.. why don’t you name it in the comments below!

There are three core ways you should be segmenting your data at its highest level:

Cleanliness
Organization
Audience

These are the foundations you need to lay before you start getting really creative with your segmentation. HubSpot are pretty much the gods at knowing how to segment data.

The true creativity comes when you start merging these different data points and attaching them to your buyer personas.

Be Don Draper, in that room full of smoke, a whiskey on the rocks, faced with a group of senior execs, all looking to you for an answer.

Get your creative thinking flowing.

How can you begin tying different parts of a users demographic or behaviour together to create a brand new persona?

Smart messaging and content

Now we are super creative, and we still haven’t even opened up an Adobe product.. Who would have thought that would have been possible five minutes ago?

So there is a really cool trend building, smart content. It is almost nothing like having a smartphone, apart from the tag ‘smart’. If anything, it is most probably smarter than our smartphone.

What is smart content?

Smart content, also referred to as dynamic content, is website content that changes based on your interests or past behaviours.

Smart content is designed to offer a more relevant and personalised experience to website visitors — one that static content can’t provide.

Guess what? You then include this content inside your work flows.

Why would you bother going to all that effort?

Your database is diverse. Whether you have 100 of 100,000 people within thereI can guarantee everyone’s needs will differ.

Think of it like going speed dating. You don’t repeat the same sentence to every person you sit in front of. If you do, and you were successful, it’s time you told us your secret!

But, for those who take a more tailored approach, this one’s for you.

Pillar pages… within pillar pages…

There is a great video outlining everything you should be doing with your workflows.

It’s unfair to compare this to our good friend Don Draper. But, this demonstrates the advancements technology has given us to be creative.

Creative away from just building some attractive artwork.

Workflows are the way people get work done, and can be illustrated as a series of steps that need to be completed sequentially in a diagram or checklist.

Now, you will need a bit of time on your hands to get through the video above, so let’s quickly summarise how workflows allow you to be creative in your approach.

For those of you who are primarily B2C, you want to begin thinking about:

Basics
Email flows for a product sale
Birthday messages
Time lapse for X amount of time
Intermediate
Cross selling products
Upselling products
Reminder to purchase again
All out pro
Defined lists with presets
Propensity to purchase
Propensity to lapse
Smart content. Actually, we are getting too excited. More on that to come.

For those of you who are primarily B2B it’s time you think about:

Basics

Ebook download
New blog post

Intermediate

Product/service usage
Last interaction

All out pro

Propensity to purchase
Lead scoring
MQL to an SQL
SQL to an MQL
Smart content. Guilty! Getting ahead of ourselves again.

Within these, using your CRM and your data, you can then go ahead and start building your lead scoring and propensity models.

This is where it begins to get pretty smart.

Everything we have spoken about above starts coming in to play.

Your:

Segmentation
Smart Content
Pillar Pages
Workflows

Start coming together.

The leg work is done, but we aren’t finished yet.

It’s time for you to be your own Don Draper and merge it all together.

Finding it a bit daunting? Well, we can’t give everything away!

You will have to schedule a 15 minute discovery call if you want to learn more.

Pillar pages… within pillar pages…

t’s kind of like the evolution of social media, and why EVERYONE should be on it. For some industries it was much earlier, and for others much more recent. But, we all now know the business benefits on being nice and social.

Here is a nice article from the guys over at Moz to tell you a little more about it, more specifically Rand Fishkin who is only beaten by Matt Cutts on SEO knowledge: https://moz.com/blog/seos-direct-ranking-signals-google-whiteboard-friday

Pillar pages, your next social media craze. The only thing holding you back from doing this, is the knowledge it even existed. Because… if we are being honest… it’s the one thing you should be doing right now to get your company ahead of the competition.

Human search behaviours have changed, and so have the technologies used to interpret and serve up search results. Optimising blog content to rank for long-tail keywords is no longer the best way to rank in search engine results — and your blog architecture has something to do with that.

People are submitting longer, more conversational search queries.

Picture yourself before entering a Google search. If you were trying to find a local place to eat Pizza, would you search for “restaurants,”? or would you search for “Pizza restaurants near me”?

Not only are they local to us, but they know local search, Brighton Local.

If you’d go with the second option, you’re among the majority: 64% of searches use four words or more when searching, we’re seeing a growing number of these longer-form conversational search queries that help people find the exact information they’re looking for.

But let’s say we aren’t doing local search. Let’s say we are wanting to learn about a new car.

The way most blogs are currently structured (including our own blogs, until very recently), bloggers and SEOs have worked to create individual blog posts that rank for specific keywords.

The result is disorganised, and hard for the user to find the exact information he or she needs. It also results in your own URLs competing against one another in search engine rankings when you produce multiple blog posts about similar topics.

Your search will be different to the person sitting next to you.

Neil Patel speaks about the importance of creating a spider web in a post not too long ago.

But just to recap.

When you’re building your content, the user should always come first. Your primary focus is to make it as user friendly as possible for your user to find and explore the right content.

Picture this, you jump in to your car and you begin a journey to a location you have never been before.

You follow your Google Maps (although we hope you are not using your phone whilst driving!). You follow the correct directions, take your left, take your right and so forth.

Then you come to a dead end.

There is now way through.

So what do you do? You turn around and go back.

Its disjointed experience.

We can think of this in the same way as when someone is reading one of your amazing articles. Don’t allow them to come to a dead end at the end of that post, lead them somewhere else!

Why We Should Be More Socially-Conscious in our Marketing

Posted May 21, 2019May 21, 2019 Ella AndrewsLeave a commentPosted in Company News, General News, Inbound marketing, Marketing

Why We Should Be More Socially-Conscious in our Marketing

Last week was #MentalHealthAwarenessWeek and we were looking at how and why we should be more socially-conscious in our marketing.

Our decisions are affected by inbound marketing every day.

Not sure what to watch tonight?

‘Oh, there’s a Kylie Jenner post, I’ll watch the Kardashians!’

Not sure if your six month old phone is still up to date?

“Oh look, a Facebook ad with financing to purchase a new phone”

We’re all being marketed too, whether you realise it or not.

Unfortunately in the world we live in now, marketing has become a key influence on the decline of mental health- specifically in teens.

The onus is on us to market more responsibly and to the right audiences. Not to easily impressional audiences.

While a lot of work has been done to change the stigma surrounding mental health, there is still a great effort that needs to be made in order to address the issue head on in society.

We’re going to take a look at:

What socially-conscious marketing
How we can all be more conscious in our marketing and messaging.

It is our job every day to encourage people to take action. However, not at any cost, and most certainly not at the expense of people’s mental health.

What is Socially-Conscious Marketing?

Conscious marketing is all about building something so compelling it fits into the heart of your business and services.

You want people to tell others about you and share your business, these customers become advocates for you which means you require little advertising and mass marketing.

It starts with having a product or service that fulfils a human need, rather than creating a superficial want.

Let’s use the global crises of the worlds natural state rapidly declining, as an example.

We are all aware of global warming.

Some of us have taken a conscious decision to live a completely sustainable and ‘green’ lifestyle in an effort to save the world and it’s creatures. Recycling doesn’t just stop there, learn how to reduce, reuse and recycle your content.

Vegan-ism is becoming a large part of society, and rightly so. The core focus being on the environment.

Whilst some of us are just doing our bit by recycling in our homes, not buying and using plastic bags for our shopping or by using bamboo toothbrushes.

The rise in demand for us all to be more sustainable and conscious in our consumption and usage has naturally led to a change in marketeers messaging.

The conscious consumer will put their purchase on hold with loads of questions, and most likely some research leading up to their final decision to buy- based on a host of determining factors.

This is where our roles as a marketer, for social significance, becomes so important.

What does the customer think about?
What troubles them?
Where do they devote their thought, energy and time?
Is there room, wherever they are, for your message?
Could people feel wrongly pressured by your messaging?

Answering these questions before you tailor your marketing message to be more conscious will also encourage you to take on an inbound marketing approach.

What is Inbound Marketing? It’s all about being helpful, human and holistic by answering the questions your customer is searching for- in the hopes of attracting them to you.

How Can we be More Socially-Conscious in our Marketing?

It’s down to us as marketeers to take a step towards making more socially-conscious and informed marketing decisions. This means thinking about the negative implications a certain message could have on your target audience.

Socially-conscious marketing campaigns have gained popularity as brands respond to what millennial consumers are interested in.

Millennials are increasingly more connected to charitable causes and actively look to buy into brands that only align with causes that they care about.

They are much more likely to research into the causes and culture of a certain company before purchasing from it, meaning it’s more important than ever for your business to clearly communicate the causes that your company is committed to.

Missguided the online clothing retailer, noticed the trend in mental health being associated with body image in their target audience of young teenage girls.

Teenage girls are twice as likely to suffer from depression due to social media, than teenage boys.

They took a giant leap in fashion marketing and started to only use models with a diverse range of body shapes, sizes and ‘imperfections’ that would otherwise be photoshopped out.

They marketed themselves as promoters of body diversity and positive body image, not only by using plus size models but models in wheelchairs, models with skin pigmentation, stretch marks and scars.

What about the time ASOS recently used a social media user as their model after she was body shamed online for something she was wearing?

The brand took a stand against body shaming by using their marketing to position themselves as socially-conscious thought leaders in body positivity.

The fashion industry has held heavy connotations of perfect body image for years and it’s slowly breaking the mould and building bridges with the nations men and women.

But now we have a new epidemic on our societies hands.

The rise in reality TV and social influencers.

I’m sure we have all heard in the news the impact social media is taking on teenage girls body image and subsequently the heart-breaking knock on effect on their mental health.

This can all be put down to unconscious marketing of social influencers. Behind the screen of social media and the power of easily accessible and useable editing apps, you can create an unrealistic perception of a perfect life, body, family and lifestyle.

These perceptions are all just marketing messages that haven’t been conscious in their approach by only ever showing the good and pretending the bad doesn’t exist.

Think about it this way, you wouldn’t market the bad features of a product, you focus on the good.

This is how Instagram has become a marketing platform, but for people to market themselves.

Instagram now has an overtone of a place for ‘perfect’ Instagram girls, everyone wants to take and post the ‘perfect’ Instagram to optimise their chances of getting as many likes as possible. Although, could this be the end of Instagram as we know and ‘like’ it? The photo sharing platform is currently trialing the removal of likes.

As marketers we should all be making more socially-conscious decisions in our approach to our marketing messages.

By thinking about who we’re talking to, what they want, what they need and what’s important to them- so we can start to be more considerate in our marketing.

Socially- conscious marketing has become a powerful way for businesses to form their brand and connect with their consumers on a deeper level. This then brings new customers and a new sense of loyalty to your brand.

But it has to be done in the right way. Issue-based ad campaigns can be divisive and generate both positive and negative publicity.

Ads have the possibility of falling flat on their nose and pushing people away, if seen as insincere it could turn customers against your brand.

If you take the right approach, socially-conscious marketing is an extremely powerful tool, not only for your marketing strategy but for the wider society.

We should all strive to be more socially-conscious in our marketing. We’re specialists in Inbound Marketing- a helpful, human and holistic way of marketing.

Think your business could benefit from a more inbound approach to your marketing strategy?- Schedule a quick 15 minute chat with us below!

Come Chat With Us at the UK Recruiter Inspire Event 19th June

Posted May 13, 2019May 13, 2019 Ella AndrewsLeave a commentPosted in Company News, General News, Inbound marketing, Inbound Recruitment, Marketing, Recruitment

Come Chat With Us at the UK Recruiter Inspire Event 19th June

Book in a 15 minute slot for us to have a quick chat, about how we can place you more candidates, more frequently with more clients!

UK Recruiter are the leading online magazine for recruitment in the UK, they have built a network for UK recruitment professionals to come together and share industry knowledge.

To help inspire agency and in-house recruiters to be better, they have set up their own event, with support from ZipRecruiter and Boomerang Back Office, called Inspire Recruitment.

The Inspire event runs for 2 and a half hours from 5:30-8:00 pm on 19th June. However there is also a Recruitment Technology Showcase running through out the day from 10:00-17:00 pm.

The fantastic event has been running for 2 years now, the 2018 event had an amazing turn out and reaction from attendees.

What Inspire brings to the table:

Inspire was created to only share ideas that can be applied by everyone.
We are a forum for new voices, giving everyone a chance to share their ideas.
We are inclusive- Sharing views from across the industry.
We are a community- A hub that brings together the recruitment industry.

This short video gives you a flavour of what to expect from the speakers at the event.

It’s a great chance to network with like-minded people and make new connections. We will be at the London event on the 19th June, to listen to some of the inspiring speakers and network with some new faces!

Why will you be there? I hear you say. You’re not recruiting professionals.

CTCM specialise in Inbound Recruitment, helping you place more candidates, more frequently with more clients.

We work with the most ambitious companies in attaching a rocket to their marketing, achieving their yearly targets within nine months.

We would love to chat with you about how we can work together to help you place more candidates.

It’d be great to meet you at the event, you can book in some time with us to have a quick 15 minute chat! But be sure to book your ticket to secure your place, there is only a limited amount available.

We look forward to seeing you there!

How To Build a Kick Ass Social Media Strategy

Posted March 15, 2019May 16, 2019 Ella Andrews1 CommentPosted in Company News, Marketing

how to build a kick ass social media strategy

We’re going to give you some really awesome quick wins to build a social strategy.

In this blog post we’re going to cover the basics on how to build a social strategy, that not only kicks ass but produces measurable results and not just vanity metrics.

Setting Your Goals.
Social Media Audit
Define Your Audience
Choose Your Weapon
Create a Content Calendar
Test, test & test.

What is a Social Media Strategy & Why Do You Need One?

A social media strategy is about putting in place a coherent and effective plan of communication.

Designed to outline the goals and measurable objectives for using social media and your desired outcomes outcomes you want to achieve to ultimately increase your return on investment (ROI).

Why do I need to build a strategy?! I hear you ask. My posts are getting lots of engagement and I have thousands of followers already. If you’re posting willy nilly without a defined strategy or set objectives, chances are you’re seeing sporadic returns for your efforts. Apart from those obvious vanity metrics like.. You know.. likes and followers.

Besides the tangible ROI, a social media strategy is beneficial in so many more ways. Not only is a kick ass strategy going to build brand awareness and develop a strong brand identity but also to save time, enable you to stay on top of competition and target your clients more effectively.

Ultimately, it’s down to your business to decide on what goals you want to achieve. But let’s give you those basics.

Setting Your Goals

As a rule of thumb when setting your goals, we always use S.M.A.R.T goals strongly aligned with your business objectives. This allows for all employees across all teams to be working cooperatively towards the same goal. Let’s break it down.

Specific- be specific in defining your goals. This means associating a physical benefit like… maybe… 12% increase in engagement.

Measurable- are they measureable, if they aren’t then they’re probably not specific enough. Let’s say, 12% increase in engagement within 3 months.

Attainable- set goals that are realistic and within your reach. Doubling your engagement is unrealistic… 12% is a pretty good start.

Relevant- is your goal relevant to your business success? We know, an increase in engagement is increasing our brand awareness, and most likely driving traffic to our website.

Timely- decide on a time frame for each goal and stick to it.

Don’t just take our word for it… For a more in-depth look at S.M.A.R.T goals for your social media strategy, Hootsuite have a fantastic blog post.

Conduct a Social Media Audit

If you’re already using social media, (if you aren’t, where have you been?! Are you still using a fax machine for communication?!) then you need to take a step back and examine your current efforts. Ask yourself the following questions;

What channels are you on?- How many followers do you have? How much engagement do you get?

Who has access to the accounts?

What’s working? – What content is receiving the most engagement and interaction?

Alternatively, what’s not working? – What isn’t getting as much engagement and why?

What platforms are your target audience on?

Are you posting consistently?

Once you’ve gathered all this information into the best format for your business, Hootsuite have a template, it’s time for you to build a clearer picture. You should now be able to see what channels are your best performing, which ones do you want to sunset, what content is best for each channel and identify ways in which you can engage better with your target audience.

The five things to examine:

Correct channels
Type of content
Delivery methods
Target audience
Hashtags

It’s a great opportunity to develop new key performance indicators (KPI’s), adjust budgets accordingly and calculate your ROI.

Performing an audit is a key part of your business development. Do it every 6 months.

Define Your Audience- Buyer Personas

Unless you know who your target audience do you really know how to deliver some kick ass content to them?

Need a hand building your buyer personas? Go on, head over here.

It makes sense to attract and engage new prospects you need to be on the same channels as them, right?!

Find out what they like engaging with, this will be crucial when turning prospects into leads and in turn, customers. Maybe they might even start building your brand for you.

Turn your target customer into a buyer persona- give them a name, a job and think about their interest, what are they passionate about?.

This is where you will need to really use your imagination. Dream them up into a real person, this will allow you to think more clearly about what to offer them and how to market it to them.

Don’t just make a stab in the dark at what you think your target customer is like (you will most probably miss), conduct interviews with past customers, analyse your database for certain patterns in behaviour and make educated guesses.

The master of inbound marketing themselves; Hubspot have written a detailed blog on how to identify your buyer persona.

Choose Your Weapon of Choice

Ok, so you have compiled your audit. Analysed it and you are pretty confident on your buyer persona. t’s time to choose which tools you’re going to need to carry out this kick ass strategy.

There are a plethora of helpful tools and platforms to effectively aid you in your social media content creation and scheduling. Too many, in fact to begin to share them all with you- luckily for us The Juicer Blog has done the hard work for us.

But just in case you were wondering, we’re going to share with you our ride or dies!

PikWizard – amazing for finding royalty free stock images.

HubSpot – we use HubSpot as our Customer Relationship Management platform (CRM), through here we have access to social media scheduling, monitoring and listening tools.

Sprout social image re-sizer – these guys make it super easy to resize images into the correct platform format. Apparently their scheduling tool isn’t too bad either.

Create a Content Calendar

The most important part of the recipe, the content! This is where you get creative, everything we’ve covered so far in this blog has been leading up to this moment..no pressure.

How you choose to format your calendar is up to you, whether that’s a spreadsheet, word document or a dedicated tool. We recommend planning your content 12 weeks at a time and splitting it up into a different topic each week and further splitting this into subtopics- each focusing around a different keyword.

We suggest having a 80/20 mix of content dedicated to interesting your audience and your own promotional content.

As great as created content is, curated content is also great for saving time and money, building industry connections and showing diverse knowledge.

We use Feedly a supercharged RSS feed- simply add a few of your favorite news sources then you can aggregate and browse these feeds in one place to always stay on top of industry news and trends.

Sticking to your content calendar rigidly will mean your missing ample opportunities and conversations to join in on. Hijacking relevant hashtags or joining real-time conversation about worldly affairs are all opportunities to show brand personality.

Flexibility is a key part of your success here.

Test, Test, Test

You’re not going to get your social media strategy right first time, if you do- kudos. We’re constantly playing with and testing different factors to see what works best or alternatively, if something could work better.

Even when you think you’ve got it right there’s probably a different hashtag you could be using on Instagram to maximise reach or a different day that works better for your LinkedIn posts- think of this process as a constant learning curve.

Your ready. It’s your foundations to building your very own kick ass social media strategy.If you’re not quite ready or want some more tips and tricks then schedule a phone call or face-to-face down below!

The Cat is out the bag. CTCM are a HubSpot preferred partner!

Posted March 14, 2019March 14, 2019 Laurence ChandlerLeave a commentPosted in Company News, Marketing

CTCM are a HubSpot preferred partner!

The Cat is out the bag

It is something we have kept under wraps for a month or so. For those who we talk to on a regular basis will be super aware of our most recent recognition.

WARNING: A story told in gifs and images.

Inbound marketing is something we have always actioned and preached about. To us, it has always made the most sense and drives the best possible ROI on marketing spend.

If you are still new to the inbound marketing game or we haven’t managed to catch you yet, our HubSpot expert, Ella, recently wrote an overview of What Inbound Marketing Means For You.

With recognition from other HubSpot experts, María Dómine.

Our efforts, the continued preaching of the inbound methodology and the results we have driven for everyone we have worked with, has meant we were recognised as a HubSpot preferred partner in January 2019.

It was one of the biggest compliments we could have received coming in to the new year.

But what does it really mean? Isn’t this just an ego boost?

Ok, kind of!

But what it truly means is we are now associated and accredited as being inbound marketing experts.

Everything we have been shouting about has been reinforced by the inbound masters themselves; HubSpot. We now have exclusive access to a pool of inbound marketing experts, gated content and exclusive access to trends.

It demonstrates how our work over the years has driven the results HubSpot expect.

Here are some early reviews of how we have developed inbound marketing for clients in recent times.

How does this affect everyone we work with?

It now means we gain further access to what would normally be gated content and some of the industries leading experts.

A HubSpot Agency Partner is a marketing agency that is an expert at using HubSpot’s platform.

When you’re partnering with a HubSpot Partner, you are working with an expert team that uses a multitude of tools, knowledge and resources to help grow your business.

Working with a HubSpot Agency Partner also means you’re working with a team that uses HubSpot’s support and software to help you enhance client engagement.

With this support, your HubSpot Partner agency can help your business improve retention and increase your revenue per client.

You can also count on a HubSpot-certified partner agency to help you growth hack your business.

Your HubSpot Agency Partner puts services into action that give you a return on your investment. With a partner agency, you can also count on their ability to leverage tools to connect with leads and effectively nurture them.

That’s because HubSpot partners must go through a thorough application process. HubSpot vets each agency to ensure they meet its standards.

We have proven that they have the expertise to use the platform to help you drive growth for your business.

Anyway… Enough of us talking about inbound marketing. We could talk about it all day- No really, we could!!

If you want to join the conversation, learn a little more or even want to ask some questions about how inbound marketing can be implemented within your marketing efforts…

Go ahead and…