Newscorp Messenger Full Presentation Sept 2016

Great to see some familiar faces in the audience and some smiling faces, so thank you. As Danny said, yes, very much a proud South Australian. I've been here in Australia and particularly in Adelaide since I was 5 and have always lived, worked, played, and created mischief and mayhem here in the Adelaide market. I'm very, very passionate about our business, our business growth, and certainly sharing some of those great success stories that many of our South Australian businesses have either had or are about to have. So very, very passionate about the things that we create here in this very local market. So as a way of introduction and to share a little bit of my story, I'll just give you a little bit of background on myself. I have been in business development, sales, and marketing for 20-plus years in a variety of different industries. So I've worked in cosmetics, I've worked in grocery, events, franchising, and even did stints in government for a while, as well as nonprofit. And in those industries, I've been both an employee, an employer, or a consultant. So I've worked in lots of different roles and titles there as well. I've also created a number of different businesses myself from scratch. Both online businesses and offline consulting or service-based businesses, and we still own several of them. Also owned franchises there for a while as well, and with the Aussie Farmers Group there, I was actually a consultant, coach and consultant to a large number of franchisees that were all individual business owners. That happened to have the same business, but all did their local area marketing very, very differently. And that's totally okay. It's about finding what works well for you in your local market. And I've also had some great successes and some massively epic failures. And so at one point or another, I've probably walked in your shoes at some point, and I have certainly sat at my desk Late at night going, oh my God, why did I do this? So lots of different experiences, lots of really great learnings, and I've been able to leverage those learnings and then share those as part of what I do in my consulting and coaching. So through all of that, I've learnt that business success is all about following some really simple but very key principles. So I'm here today to share 4 of those key principles you hear. And the course, it's really about the 4 steps to creating your advertising success. And the very, very first one is really about defining your target market, really getting to know who your customer really is and what makes them tick, as well as how do you come to come that local marketing expert? What paid and unpaid opportunities do you have to really maximise your business growth over the long term and for the long term? As Will is going to go through and show you some examples of how you can build really, really effective advertising and keep it really simple but very, very powerful as well. And fourth, commitment and consistency. Which is my little soapbox moment where I do talk about that commitment and consistency really is the key to any success. Now obviously we're talking about your advertising and marketing success here, but if you look back on what we've just been through with the Olympics, etc., obviously the Olympic athletes are doing something consistently and, and they're very committed to that something that they're doing as part of their training process. And that is no different to business. business is exactly the same, and that is exactly how you create your own success. So while we go through and I pose some questions for the audience as it relates to defining your target market, I'd like you to think about your business and what you're going to be doing in the lead-up between here and Christmas, and then what you're going to be doing as far as your business goals for the next 12 months. And also think about not only the goals, but what audiences Do you want to reach, whether they're your existing audience or whether you're wanting to tap into new audiences? So who are the audiences that you're wanting to reach? So once you've gone through and defined your target market, it's about acquiring new customers. Obviously, lots of businesses want new customers either all the time or as they need to replace old and lapsed customers. We'll talk about retaining your customers. And we'll also go through about reactivating customers. Now, one of the key things I really want to share here is that when you're looking at your marketing and your advertising budget, it's key to look at these bottom 2, the existing and lapsed, and probably put about a 20% budgetary spend towards those. Now, the reason for this is, as people get to know me, I like to do things the simple and the easy way. it gives me great results. And this is a really good way for you to be able to create a very quick profit in your business because you already have a very, very warm relationship with them. So there's an existing opportunity to leverage there. So it's key that you sort of focus on the existing and lapsed customers, about that 20% of the budget that you set aside. It's also important to consider the geography of your customers. The demography, which is their age, their gender, their income, and their occupation, as well as the behaviours that they display. What characteristics do they have? And part of the questions are just stimulating the conversation around getting to know a little bit more of the intricacies of the customers that you currently have in your business. I had a 2 AM epiphany of a different story to share with you today. So I've actually jotted it down, as you do when you have those 2 o'clock in the morning epiphanies. Who has those about conversations they wish they'd had or wish they'd changed, etc.? Well, I'm a classic one of those and have a notepad by the side of the bed. So this is a typical scenario, which is why I thought it was such a great story to share. And the client that I was actually working with We were looking at just these 4 points, and I asked them what was their target market, and it was a coaching company. So the response was, I coach all women and mums. And I've got some smiles in the audience, so you know already that that's way too broad to be able to have a real personalised conversation with them. So what we did, we actually looked back at their past customers as one of their existing customers to see what the commonalities were. But we didn't want just any of their customers. We took it a step further and we looked at their A-grade customers. You know, most businesses may have this: A clients, B clients, C clients, and then the Ds that you do business with. Got some of those. So we looked at the A-grade clientele and we looked for the common characteristics that we could then start to And in this scenario, they were generally lived in the eastern suburbs and the Adelaide Hills. They had teenage children. They worked in the CBD. They were 45 and above in age and generally worked in highly paid, high-stress environments, often as either executives or executive assistants to very high-powered people. And they were also CEOs, etc. So they operated in a fast-paced environment. One of the critical elements though was that they had a recent life-changing experience. So whether that was a marriage that was just about to majorly hit the rocks, or it had done that and they were now getting divorced, or they'd had a recent death, a significant death in the family, and it was that tipping point that created the opportunity for them to seek out a coaching business. So you can see how in that scenario we've gone from that, I help all women, and for the guys in the room, you know you can't talk to all women, so we need to narrow it down exactly as they did. They narrowed it down to a sort of a more core select group of women that are in a particular industry type. So that's just the tip of the iceberg as it relates to defining your target market. Then we start to dive a little bit deeper into understanding them a bit further by asking some key questions. I'm going to pop those to the audience to be reading. Who are your current customers and why do they buy from you? Thinking of this market test, why customers buy from you. So I definitely would say service and attention to detail. Absolutely, based on what I've just heard about yourself. Any others in the room? Convenience? Yep, all of those. Yep, price, locality, uniform. That's exactly right. So let's just continue through the questions and I'll just give you another overview of an example of that. So what are the needs and wants of the target market? And how is it that your product or service will assist them or serve them? And what sort of problems do you actually help them solve? And what features and benefits are most appealing to them? What is it that gets them excited? You know, what brings them back for more? What initially sparked their interest? So if I use that coaching company Again, as an example, and we'll just expand on this as we drill down from those first 4 key points into these, into these questions. And we found that the reason people initially came to them and stayed was because the consultants had a gentle mother, godmother, or grandmother type approach. These women felt nurtured and they felt they had the ability to rediscover themselves. And they wanted to create lasting change, but under their own steam. They didn't want to necessarily go to a practitioner or somebody in that field because they didn't want to be fixed. They wanted to do it for themselves and with them, with their own processes. And this was business work that I'm doing, creating group coaching and monthly support programs for within that group coaching style. But the biggest thing that appealed to these particular women who were used to a very, very fast-paced, on-the-go, out on your own, just getting it done for everybody else and getting it done, was what appealed to them most was the actual fact that they had and felt that they developed a community that had their back. And they also liked the fact that the person that actually was leading The leader of that company actually had been there, done that experience, so they'd actually been through what they were actually assisting these women going through. So you can see by sort of delving into these questions, you've got a different feel and a different understanding of your client. Now there is no right and wrong answers to this. It's just a case of answering it and finding out what the answers are for your customers, because it really helps you get a much deeper conversation and a much more real conversation with them. So if you think about trying to, as you're having a conversation with a client or creating an advert, when you're trying to advertise to all women and grab their attention and maintain it, it's a little bit difficult. But if you were to say something along the lines of, if you've just been through something traumatic, do you need somebody to come and help you? Or, You know, if you're looking for a support group, you've got a very different conversation starting point to build upon. So that's why and what the power is of asking some key questions and understanding your client a little bit more so you can capture their attention and get into a conversation and then educate them about what business and services you provide so you can then get them into your sales funnel and then eventually convert them. that you need to sell, an ongoing customer, and then a customer that starts providing referrals to you as well. And the very, very key point of all of this is the biggest thing that I've learned through working with different businesses and my own experience as well is that business owners that know their customers better than they do their product are going to be very, very successful. And are going to be able to do it in a very, very easy, effective manner because they have that understanding of how they help their customer and what makes their customer tick. So now that we've defined your target market, we're now going to have a look at the ways in which you can actually reach them, and that's through becoming a local area marketing expert. And I'll go through both paid and unpaid scenarios with you today, so you've got lots of opportunities to be able to overlay this into your business and implement things straight away. I'll go through a selection of different unpaid scenarios here, and obviously the one that's very, very topical and everyone talks about that you must have and you must do, etc., is spend as a savvy social marketer. Now, the key thing here is it's not a case about necessarily being on the wall. It's about finding again where your community, where your target market are playing. Where do they congregate so you can start that conversation with them? Another great way to interact with your customers, your existing customers and some of your lapsed, and really inspire them to come and talk to you and talk about you is through a customer referral program. We had a couple of businesses yesterday that were in the beauty industry that have done this very, very well, and they've got lots of their loyal customers really helping them drive additional growth into their business with just very, very simple rewards programs. You can run a competition. You can do lots of fantastic things with competitions online, and this is a really, really good way to answer some key questions and get into some really great discovery sessions as it relates to your customers, so you can gather that intel, so you can have the conversation with them that they're wanting to hear. You've then got industry partnerships, and industry partnerships for me is probably one of the things I'm most passionate about, is partnerships in event styles, very much like we're doing here today. It's a very, very good way for groups of businesses or a couple of businesses to work together, collaborate together. It builds a lot of awareness. You end up with 2 different but similar or complementary audiences to speak to, so you're building your awareness. You build your credibility because you're working with another business owner, so you're then automatically perceived as being an expert in the industry that you're in because you're partnering with somebody and somebody's So industry-type partnerships are a very, very good way to grow your business very, very quickly, and it's in that non-paid or unpaid scenario there as well. Business card draw. Who went in the business card draw today? Yep, beautiful. A great way for businesses to gather a little bit of additional information about the businesses that are in the room, and a great thing that you can do in your businesses and their own shopfronts as well. And of course we then have networking events. And networking events are a very, very good way to reach out to your target market if— now I did say if— you're networking not just for networking's sake, but networking in the right networking groups to meet your audience. So it could have been put on over So I just want to stress there is find the right groups to network in, whether that is online or offline. There's lots and lots of networking opportunities to choose from, especially here in Adelaide. So I thought we'd look at this selection that we've just got up on the screen today and just give you a bit of an idea of how you can pick and choose different elements and actually bring them together to create some really good leverage in your local market. So today you've come along to what I would call a customer-focused event. You've come along to learn something and you've been invited by Messenger. Messenger have got me to come on board and share some of my tips and tricks with you. So we have an industry partnership and the reason that's working so well for us is because we share very similar values. We're obviously We share the same target market and we have a similar voice. We communicate to our audiences in a similar way. You've also been in a business card drawer, as we mentioned. So if you open the deck, you've gone into a business card drawer so we can gather some information, and you have that opportunity as well. And of course, you've also had the opportunity to network, whether that's networking with the Messenger experts in the room, So, you've had that opportunity to get into a conversation and share a little bit about your business. Now, I'm going to take networking a little step further and just add to that that networking is not always necessarily about just acquiring a lead. You've also got the opportunity to acquire a potential door opener, somebody that can open the door to a new community that you've not yet entered. So when you're networking, yes, potential sales and leads. Yes, you've got the opportunity to meet a door opener that could introduce you to a new target market or a new audience or an influencer in your marketplace. And then of course, number 3, you've got the opportunity to meet somebody that could be a potential industry partner for you, and you could really collaboratively grow your businesses very, very effectively and very quickly. So there's some key unpaid local area marketing strategies that you can bring into your mix very, very quickly. So what I would like to suggest is when you're looking at that and then you're looking at your advertising and your paid scenarios, really, really look to what your localised opportunities are, where your local target markets are playing, and how you can actually communicate with them. And this is the reason why we love We eat, play, and shop close to home. So if you have a look at this, you've got your car services and accessories within 7 kilometres, clothing and accessories, real estate, and cafe and restaurants all within around that 7 kilometre radius. And you've got your home improvements, products and services, Alcohol and liquor, health services, and groceries, anywhere around that 3 kilometres. So as an example of something we do as a habit, I used to work in the city, so I used to catch the bus into town. Now there was one or two seats that I always used to sit on because they were my seat on the bus. That was the spot that I sat on the bus when I went into town because that was the habit that I'd I always sit on that side of the bus. Now, there's probably things that you do habitually there as well. You probably sit in the same chair at home. Your office is always, or your desk is set up in a certain manner. So we do things very habitually and we don't really realise it. So if we habitually shop close to home, when you're looking at your advertising, why consider looking at the mass types of advertising that is available when the reality of the statistics show us that on average your target market is within a 10 km radius of your business. That's why I just wanted to share that with you, um, so you can have that information as well. So let me just paint that same picture but in a slightly different way, just so I can really get that message across. And that is fish where the fish are. So I'll just say that again: fish where the fish are. So what I mean by this, I'll use my dad as an example because my dad was a river fisherman and we used to go down to August Flat. Kalut was the other place we used to go most weekends and we would go fishing as a family and Dad and I would get up really, really early in the mornings because we would need a colour for breakfast to have that morning. Now, we never ventured out into the, into the widest part of the Murray River where there was that great big expanse of water. Dad would always get us in the dinghy and we'd go down a little— people call them a creek, but they're actually a little waterway. We'd find a little secluded spot with a little bit of an expanse and some rocks or snags in the water, and that would be the spot that we would drop our line. Because whether Dad knew based on intuition or experience from speaking to the locals, having expert knowledge, or whether he just read about it, he knew that that's where the fish were. So we were actually going fishing for fish, because in Dad's eyes, if we were out in that open expanse where all the speedboats We weren't fishing, we were hoping. But over here, we're actually fishing because we actually caught something, so we're able to go home with fish for breakfast. And that's the concept of— it ties in what your local area marketing, being that local area marketing expert, is all about. It's giving you the maximum opportunities, both paid and unpaid, to fish where the fish are. And the reason that we I want to really make sure that's sort of sinking in. It's because if you're maximizing the opportunities of fishing where the fish are, it actually allows you to have an ongoing and frequent conversation with those clients, the clients that you're trying to bring into your business and eventually convert them into long-term customers. And frequency is the key because it's better to speak to 400 people 40 times than it is to speak to 40,000 people once. Let me just say that again. It's better to speak to 400 people 40 times than it is to speak to 40,000 people once. It's about having that ongoing conversation with them because you might be talking to them and they might not quite be ready yet. They might not have had that tipping point in their business that they need your service. Service. But if they keep hearing you, they start to go, okay, well, that's the person that I need to talk to. So you start having that conversation with them and bringing them and attracting them to your products and services and to your business. So as I just wind this little bit up here, I'll just touch on leads funnels and just go through this very quickly. Predominantly, this is how most businesses How most businesses work and how most leads come into a business and then eventually convert to a sale. You have a phone enquiry, somebody comes to your shop, they make a choice, they make a purchase, and then some money goes into you too and you have some profitability in your business. Now, these are all of the types of advertising and marketing opportunities that you've got, and they're all going into the top of that sales funnel so they're all feeding in. You've got your local website, you've got your website, your local paper, you've got sponsorships and partnerships, word of mouth, your sales reps, the sales staff that you have, your receptionists are a key part of the leads coming into your business. It's all about those first impressions. You've got your networking and your signage and your And they're all opportunities of people going into your sales funnel, but as they go through that sales funnel, you have then the opportunity to create those into a conversion or into a sale. So let me ask one question. When somebody hears about you or your business for the very first time, where do they go to check you out? Google? Yeah. Who's a cyber stalker? Who checks everybody out online? Come on, I'm not the only one. Absolutely. Everybody goes online to check you out these days. Whether you know it or not, they're checking you out. And they're either on Facebook, they're on Google, but they're checking you out before they make a decision. And so the key thing here is if they're doing that, then it's really It's really key that you make sure your company website is up to scratch and that you are taking advantage of all of the searchable opportunities that people will use to actually find you. And if that's a little bit of an area that's a bit of a sticking point for you, as it is for some businesses at different times as they grow, then we do have digital experts in the room that can certainly help you with that searchability. And then of course the key one, as you mentioned, that In the unpaid scenario, into your social media platforms and choosing which one is the right one for you to have that ongoing conversation with the right customers. That just goes through there. Now we'll go on to building effective advertising. And the real key to this is keep it simple. Keep it really, really simple. And it is as simple as who you are, Where you are, and what you have to offer. So that's who you are, where you are, and what you have to offer. So what I want to do now is just show you a quick example. Just watching out who's in the room, and everyone's just gone like this in one form or another. What's— I won't say quite what's wrong with this ad, but what's not about this ad? Too much information, writing's too small, really, really cluttered, and you want to get away from it as quickly as possible. As opposed to, in contrast, this is exactly the same industry, but it's elegant, it's easy to read, they've written it up, you picture the The possibilities, and you actually can. If you're in the market for that product, you can picture the possibilities of utilising that product. For a price-conscious consumer, the price is there straight away so that you know whether they make the choice whether they're in or out. You know exactly how to contact them, whether you want to phone them or go online. You've got everything there that you need. You've got who they are, where they are, and what they have to offer. That's a beautiful example of how you can actually bring that strategy into your own marketing and advertising campaigns. The keeping it simple principle. There's 2 types of advertising. There's sales drivers and call to actions, and then there's branding and awareness. And your sales drivers and call to actions is what you're going to be doing What I've seen lots of businesses only do, so they're those, we've got a sale on, come into our shop, we're on sale, we're on sale. The only caution I would say here is if you're always on sale, what happens to your customers? They stop listening. And of course your bottom line potentially could go through the roof, there is— through the roof— through the floor, wandering. So that's the sales driver and the caution of doing just sales driver type advertising. It's really about having a combination of the both, and I'll go through this a little bit more as we go on. Branding and awareness is equally as important because what you're actually doing here is you're building— yes, you're building awareness, but you're actually building significant business expectantly. So, Sally, you mentioned that you're not Business equity. So you're really building that equity in your business as being that person or that business to go to, and that's your brand and business equity. Let's have a look at those. I'll give you some examples of some sales drivers. They're usually promotional style, event or special type promotions, and limited time only. So you can see here, obviously, floor clearance, it's on sale, come and get it. So take the opportunity now. And then of course you've got the best chicken seasoning salad in town, and it's for this week only. So again, you need to act fast to get in there to take advantage of that opportunity. We then have branding and awareness. This doesn't have to be boring. This can be really, really inspiring and can be delivered very, very cleverly. And again, within a simple process which we share. And this is about really promoting your business and your products and services. You can do it through a testimonial style as well as a before and after. So if I have a look at this, the top one, the dentist here, very, very clever ad. It's a branding and awareness ad. Luckily enough, he's got a nice, warm, friendly face. And you can actually imagine that you could start to build a relationship with him. He's suggesting that it's time to call him, and of course across the top he's actually identified the key problems that he solves. So if you're in the market or you have that particular problem, he's the person to go to, the local expert. And of course you know exactly how to contact him by phone and whereabouts they are as well. So he's hit those 3 key points. points on the head. Who they are, where they are, and what they have to offer. Exactly the same here with Southern Home Improvements. They've done a beautiful before and after shot, which allows the consumer to imagine the possibilities, if we go back to Dell, of what transformation can occur on their home. And it's providing an example there. Also, again, how to get in contact with them and where they are. As well as that they specialise in home extensions and understorey additions. So, really, 2 really good examples of how to create some branding awareness, particularly looking at that who you are, where you are, and what you have to offer. Here's another really good example of a branding awareness ad. This is what we call a topical or a seasonal style ad. They're tying it into something really specific. And this is Powerade, and they've tied in getting race ready around the Tour Down Under. And if you've been in Adelaide long enough to experience the Tour Down Under, it's all about the Tour Down Under when it's on. So these guys have actually taken advantage of that and also prompted you to get in quick while it's on special. So they've actually sort of done a bit of a combination there of the two. That's another really great example of how And then you can tie your advertising and marketing into very seasonal or relevant events that relate to your communities. And number 4 is the commitment and consistency, which is really the key to success in general and certainly is the key to your advertising and marketing success. Now this is one of the common— I wouldn't say mistakes that I see in lots of businesses where they do campaign Hazzard advertising and marketing. And what's actually happening here is you've got obviously some road where there isn't any road traffic. A typical example is when a business has got stock to clear, and so they roll the dice and they decide to spend some money on some advertising. So they spend some money on some advertising, they start to build some awareness in their local area, get some sales. Which is great, which is exactly what they wanted to do. Then they stop it, and it falls off the cliff. And a little bit later, they go along and do the same thing: roll the dice, spend some money on some advertising. They get some awareness in that marketplace of the problems and the problems that they sold and the products that they offered. And then gets to the top; they stop their advertising, and it falls off the cliff. Unfortunately, town here is that. When you as your business have created the awareness around the product and services that you offer and the problems that you solve, you've actually gone into the marketplace as the solution provider of that. And then when you're no longer the face of that solution, when you've got— when it's topped off, you're actually allowing competitors to step in and leverage off what you've actually decided to create. That's one of the scenarios where you're giving your competitors the opportunity to sort of leverage off what you've started. The other scenario is when you're doing that haphazard advertising, you're generally buying in small little incremental amounts, and that's usually much more costly than buying it over the longer term. The other thing you can see here is you're not really creating any long-term long-term sustainable growth in your business. It's not actually incrementally growing, it's actually just sort of maintaining, it's more of a maintenance program. And of course the other thing is when you're operating in that more of a reaction state, we're usually more highly stressed to start with, then as you've got leads coming in you're now even more stressed because you've just got busy all of a sudden, and then you're not seizing the opportunity of learning what elements of the advertising are actually working for you. And by not taking advantage of that learning, you're not leveraging it into maximising your advertising and marketing opportunities further down the track. I think so, using that opportunity as well, the learning time. So what I'd recommend is more of a longer and steady approach to growing your awareness, so you're actually incrementally increasing over time. And this starts to create a much more leverageable opportunity for you because you're building the awareness and you're also reaching a larger audience because you're out out in the marketplace and you're the face of that marketplace and you're you are the then you're becoming their known go-to person so when they're ready to go they know yep that's where I need to go so you're really growing that and building on that. Awareness, then you have the opportunity to really maximise it when you do have a sale, an event, or a promotion. You've got a really big opportunity to plan your profits in advance by taking advantage of that massively growing awareness. You've got that much bigger expanse of people that are starting to listen to your conversation and taking advantage of of that and really maximising the opportunity that you've started with that steady growth and really planning those profits in advance in that manner. That just gives you a quick snapshot of why consistency and commitment is so important in your advertising and marketing campaigns. So let's just have a look now. It's really important, as I mentioned earlier on, to have that really nice of both sales drivers and branding awareness. So I'm going to give you an example here as to how we've actually tied those 2 in to maximise the results that you actually get as the end result. So I'm going to use Officeworks, and this is their branding advert, and they're talking about creating wonderful workplaces. Wonderful workplaces. They've provided some great suggestions here, or tips on how you can organise your office. Image-wise, you can see that it's a nice, tidy, uncluttered, easy-to-work-in office. So it's a really nice branded advert. It feels nice. It paints that great picture. Then we've got office workers as well as a sales driver. So what we've got here, they've tied it into a seasonal scenario, tax time, which is relevant to every business. And now they've given you a sales driver because we've got some products with some price point. So we've just had Officeworks go, hey guys, we're the place for wonderful offices or office spaces, and guess what? Now we've got all the products that you can actually fill it with. So they've leveraged the fact that you've They've started to see them as their wonderful office spaces, and now we've got the stuff to fill it. So they're actually maximizing and really clear outcomes that every business is actually wanting to do. And the reason I wanted to share that with you is because you can actually model off of this and create and take these and implement these into your businesses straight away. You've got a great branding, great, um, again, who we are, where we are, what we have to offer. And then we've just tied it into a sales driver, which then really maximises your results and your outcome just by tying the two together in that consistent and clear process. So let me just recap now. 4 key points to your advertising success are defining your target market, getting to know your customers better than you know your product, Becoming a local area marketing expert, really defining and getting into that local area as the local expert that they need to come and see, you know, in both paid and unpaid scenarios. Then we talked about very quickly how you build effective advertising, keeping it simple— who we are, where we are, and what we have to offer. And then we've talked about success to— the key to any success, which is commitment and consistency. And the commitment and consistency as it relates to your marketing is doing a really good mix of both sales drivers and branding awareness and just doing it consistently so you have the opportunity to really grow and build on that awareness and create long-term sustainable incremental growth that continues in your business. And there is one little tip at the end. There is no magic pills. There's no one-hit wonders. The magic pill in your business is you and whether you do or don't implement something. You create your own success by the strategies that you take on board and overlay into your marketing and advertising. So you really are the secret weapon that all of you have. So, part of the conversation I had when I started working with Messenger was really about asking them to really support you guys and provide you with some opportunities for you to overlay some of the tips, etc., that I've provided today into your advertising. And they've certainly come to the party with that, and I'd like to bring Danny back up. Thanks, Sally.