Why Focus Groups Will Die - by @todmaffin

I want to talk a bit about some of the stuff that you should be using that you probably are not using. Some of the areas that have changed in the last year or so. But I want to start with focus groups. Wow, the room just got cold. Look at that. Everyone's like, "Oh, good. Excellent. How's my Twitter going?" You know, I started my career with a PR firm. I started in radio, but But I went into sort of PR and marketing. And one of my very first jobs, the president said— I think it was my first thing to do, actually. He says, we need to do a focus group for our client. I'm like, right. They used to call me Bushy Tail because I was so excited. I was like 20 years old. I'm like, right, no problem. Focus group. And this is like before Google. So what do you do if you're a 20-year-old and you need to Google something? I called my mom. And I said, what the hell is a focus group? And we did one, and it went okay. It went, you know, reasonably well for the client. But it was, you know, it didn't give us much. It didn't give us any real sort of information. And part of the reason for that is that the way that we currently and in the past collected market information about the people who are likely to buy insurance products, people that are likely to need, you know, life insurance, or, you know, that kind of assembly of consumer information has always come from one of two places. It's come from focus group testing, which is more about massaging it, or phone polling and surveying and things like that. Both of them are ridiculous. Ridiculous systems that— for a variety of reasons. And I'm going to show you 5 minutes from now how you can get 10 times the amount of data that we used to spend thousands of dollars getting for free from Facebook who gives it away. Gives it away. In fact, minutes ago— Wow. Shut up. I saw all of you in the hospitality suites. Don't you give me that. Minutes ago while I was sitting here, As we were waiting to go up, I got a breaking news alert. Minutes ago, Facebook stock just hit $100 for its first time ever. So for those of you who didn't buy in at the IPO, I don't know what to tell you. I didn't either, for that matter. But, you know, we're still using the same tried and true techniques that have not gotten us that much information. Why did the focus group that I did for the Haibat group turn out poorly? It wasn't that poor. It just reinforced stuff the client already knew. Right, the client knew, and part of the way, part of the reason that happens in focus groups especially, is that participants want to please the organizer. It's part of it. This is part of the reason why focus group moderators have to be incredibly delicate. First of all, it's just an authority thing more than anything, right? We instinctively, we don't know we're doing it, but instinctively when you're in a focus group, you want to please the organizer. You want to say nice things. And then us as Canadians, we have this sort of other layer of, you know, sort of masochistic obedience. And it works even more. And so these things can be easily skewed one way or the other, right? Plus you're also dealing with a small group. Even a focus group of 12, which is considered large in the focus group world, you know, doesn't get you that much data. You know, you've got— your granularity is very small there. But as I mentioned, it can be easily skewed by the participants there. One of my favorite examples of this— do you all remember the Diamond Shreddies campaign a number of years ago? I was speaking last week at the University of BC. So millennials, I put the slide up, no idea. No idea what I was talking about. I had to explain, and then I tried to explain it by talking about the Energizer Bunny campaign. And then you were like, we all remember the Energizer Bunny. And they didn't know. So I was like on stage, I'm like, he keeps going and going. And I could see these guys in the front row, one turned to the other and mouthed like, what the fuck is wrong with this guy? Like, no, it was a big deal anyway. So Diamond Shreddies, if you don't— if you're not familiar with it, it was a brilliant campaign started in Toronto by an intern, actually, of the ad agency. And this is all they did was they just turned it and said it was new. And they came out with this. They came out with Diamond Shreddies you could buy in the stores. Anyone remember this? Yeah, like you could actually buy boxes of Diamond Shreddies. And I don't want to call anyone out here in the room, but I've discovered that Every time I mention Diamond Shreddies, there's always like one or two people that don't quite get the joke. So just for you guys, all we're talking about here, all they did was they just swiveled it, right? And then they said it was new. And it just, it was enormously successful. And then they kept rolling out new products into the actual marketplace. My favorite was the combo pack. In case you couldn't decide between square and diamond, you could have both in the box. Just genius marketing. But what I want to show you is the focus group testing they did on this, okay? How they recorded it for the ad campaign themselves. What they did was they put two plates in front of people. They put the, the regular plate of square diamonds and then the square shreddies and then the diamond shreddies. Once again, please remember, completely identical products, all right? But they put them in front of the people in the audience and And this is the reaction that they got. Try both of them. Take the square one there first. Square one there first. Diamond shape. Which one did you prefer? The first one. The first one? It had more flavor. Okay. I think the first one was the diamond. The diamond one felt more crunchy. Sort of a popping, sort of 3D effect. We can be so easily manipulated. And you know, these people are not below intelligence. They were just— all they're doing is they're putting— they have a ridiculous thing in front of them and they try to please the moderator, right? Subconsciously they're trying to do it. In the next 10 or 20 years, even in the next few months, We're moving to a stage where your ability to understand the future insurance buyer won't have to come from focus groups, won't have to come from phone polling and places like that. Because A, you'll get it out of Facebook directly, which you can do today, and I'm gonna show you step by step exactly how to do it. And secondly, through biometric signals. The temperature of your face, the temperature, the micro expressions, the things that police forces have used for ages now to try to catch people. The assembly of big data, which we'll talk about as well. These sort of very futuristic technologies will help you understand a better market, will help you take your large market of, we think these people, you know, are newly married and they just own a home and so they're probably a good market, into being able to slice them into precision markets, say 12 of them each, each with a very specific advertising message going to each of them, each tracked, conversion tracked, sales tracked, ROI tracked, all measured all the way down the pipe. This stuff is happening today. And none of you seem to be doing it. But we'll talk about that as well. You know, the other problem with it is that a lot of this stuff isn't very reliable. On the retail, you know, I was speaking a little while ago in Las Vegas to a large retail convention. And their whole— their version of focus groups is something they call CTA, or concurrent think aloud. It is exactly what it sounds like, by the way. You are asked to think as you walk through the store. This is how the retail— this is how grocery stores do research, right? You walk in the store and they pair you with a little research buddy. And the research buddy, you know, has a clipboard and is over-caffeinated and says, "I'm just gonna walk with you and we'll follow you around the store. You just tell me what you're thinking." And so you're like, "Okay." "Why are we going down this aisle?" "Cause I'm looking for mangoes." "Well, why'd you pick this aisle?" "Because the sign says mangoes." That's the best that we've had so far. By this time, 5 years from now, we won't be relying on these kinds of tactics. In fact, even CTA is being replaced by something else which we'll talk about in a moment. We'll have unparalleled market targeting without focus groups, without anything like that. The other day I wrote a column for the Globe and Mail on this stuff, and I wanted to do some sort of research to find out, you know, how many— 'cause I'm sure we've all wondered this question— is that how many unmarried senior citizens in Canada like rabbits? And the answer is 4,000, by the way. I didn't need— I just got this out of Facebook. Facebook told me this. There are 20,000 people in Canada who like alcoholic beverages and have been engaged but not married for longer than a year. Facebook knows that. There are 3,000 Canadian lesbians in their 20s who are parents. 3,000 of them, kind of young family who might be interested in more insurance products or upgrading their life insurance or things like that. 10 years ago, getting access to this kind of data would have been incredibly expensive because it would require phone polling for the most part, and phone polling is a horrible system, as we have seen recently from the federal election where they got a lot of that stuff wrong. For instance, in this totally legitimate and not stock photograph of a phone polling company, Some of them don't even have electricity to their computers, so that's a problem, right? Did they not think about that when they were doing the stock photography? Like, we need something on the screen, guys. They're not gonna buy that. But even if we could, even if you could extrapolate, think about the way that these polls are done. You know, these polls, even the federal election polls, perhaps the most important poll in the last 10 years, were sample sizes of 1,000 people. 1,000 people. You know, and even if you were to pay for a 1,000-person poll for your market to find out, you know, what people might be interested in insurance products, the extrapolation you would have to do, that would become enormously difficult. Scientists and statisticians refer to that as the N, which is the number of people that are counted in the survey. When your N is low, your data is really bad. And then even if we could, like, for instance, if I were doing that survey of women who are gay who are parents, you know, Like, how many of them would answer a question when the phone rings from a blocked number? 0.1. 2, you say hello, then there's that pause, right? And then you say hello again, and then you hear a kind of a click noise. You know that one? I mean, you know what's coming, right? How many of them— hi, it's ABC Polling Company, would you mind answering the following questions? What's your sexual orientation? How old are you? And do you have any children? How many of us would answer that? None. None of us, right? But these days it is a totally different matter. Because I didn't have to hire a phone company, I spent 3 minutes on Facebook to pull those last 3 numbers about rabbits and gay people who have children and alcoholic engaged people. Because I have no life. Facebook has become the single most efficient the most effective market research organization in the world. Don't buy into the myth that it's a social media network. That's its side business. That's what it does to entertain us. What it really is is a market research business. It knows everything. It knows more about you than you believe. And you can pull this data out of its audience insights tool today for free. It's amazing. You know, if Facebook notices that you start looking at pages— I mean, let's imagine that you're gonna go to New Zealand for a holiday, right? Might need some travel insurance as a result of that, right? Or some out-of-country medical coverage or something like that. Facebook watches everything you do. Everything. You start spending time on New Zealand pages, it notices that. You, you look at a couple of insurance websites, it notices that. It puts you into a bucket inside Audience Insights called Travel Intenders New Zealand, which you can target with a single click. Facebook knows everything about where you go. It reads the messages you send to people. Doesn't publish them. You as an advertiser, I can't see your messages. But if you start emailing your friend about this great cure for gout, over and over, and you start talking about gout in your— on your newsfeed, you will begin to see ads for gout. I recommend you try this. It's fun. Facebook knows and reports everything about who you are, what you do, and so on. Everything you put— even stuff you take off. Even stuff you take out, it used to report. Well, I started at the CBC a number of years ago, and I was their technology editor, and I was You know, I'm a computer nerd. You know, like some people, they see shoelaces untied and it makes me nervous. I see databases with fields that aren't filled out and it makes me creeped out. So I like to fill in data points. So it had all these data that I could put in. Birthday, hometown, you know, what's your sexual orientation, what's your address, what's all of these things I started to fill out. Unbeknownst to me, there's this policy at the CBC where if you are a personality or you're on air, you're not allowed to put that information for obvious reasons. You know, Rex Murphy doesn't want people knowing his home address, I'm sure, right? So, you know, I was against policy. I didn't know this was a policy. About a week after I put this stuff into Facebook, this is very early, this is right when Facebook started, I got this call from head office. It went like this, "Hello, is this Tod Maffin?" And I said, "Yes." She didn't actually have a French accent. I just find it funnier to do that way. And she said, "You know, the information about yourself, your gender and your sexual identity and all that stuff, you know, you cannot have it online because of the CBC policy." So I said, "Okay, no problem." So I started to take it off. I went to the, you know, gender field, deleted that. Sexual orientation, deleted that. Birthday, delete all that stuff. And Facebook was watching all of that and reporting all of that. And so to my 427 Facebook friends, family members, CBC colleagues, and other people in the business world, CBC reported one day that Tod Maffin is no longer interested in women. This made for some confusing emails I had to send out. You know, I mean, even as recently as 2 weeks ago, you can create a scrapbook for your cat, as I did for my 21-pound cat Tycho, and upload photographs. Now, why would you want to do it? Because you want a digital place for your photographs. Why does Facebook want you to do it? So that it can put you in a bucket called cat owners. Right? The more photos you upload, the more engaged a cat owner you are. You own a cat food company? Here's a group of people you can target for them. And I think we all know who is behind this. Congress today reauthorized funding for Facebook, the massive online surveillance program run by the CIA. According to Department of Homeland Security reports, Facebook has replaced almost every other CIA information gathering program since it was launched in 2004. After years of secretly monitoring the public, we were astounded so many people —would willingly publicize where they live, their religious and political views, an alphabetized list of all their friends, personal email addresses, phone numbers, hundreds of photos of themselves, and even status updates about what they were doing moment to moment. It is truly a dream come true for the CIA. Much of the credit belongs to CIA agent Mark Zuckerberg, who runs the day-to-day Facebook operations. All right, that was satire, by the way. That was from The Onion. That wasn't real. Some of you were looking a little confused there for a second. Fox News. Maybe Fox News, yeah. You know, part of Mark Zuckerberg's genius was to create a space where it was safe to do that, where it was easy to put that information in. And so we can tap into it as a business owner. I run a digital marketing agency, and we're fielding calls from organizations that are looking into doing this kind of work for us. And I was talking the other day to a guy that owns a wealth management firm, right? So kind of similar business in terms of, in terms of marketing and those sorts of things. And, and he— what he wanted to do was get more leads. So I recommended this thing called the Lead Ads product on Facebook, which only works on mobile. And he said, but you know, listen, I'm looking at older— I want older kind of entrepreneurial people. I don't think they're gonna be on mobile. So I went to Audience Insights on Facebook and I did a search, and in BC and Alberta, which is where his license is, there are 150,000 people over the age of 50 who own small businesses who primarily use a smartphone to access Facebook. I was able to pull that data up in about 30 seconds. How would I have gotten that in the past? Expensive focus groups, phone polling, right? Would have taken weeks and tens of thousands of dollars. Now I get it in about 30 seconds or so. So let's dive into kind of a market you might be interested in, right? Let's say married Ontario residents who are frequent international travelers. All three of those, you know, marital status, location, and the type of travel activity they have, Facebook already has those people in a bucket. You literally just click to turn that on. There are 60,000 to 70,000 people every month who meet that criteria. I can tell you how much they use their smartphones, how likely they are to click my ad, what good cities there are to target. In other words, where this group is overrepresented, what brands they're most likely to be loyal to. I can tell this group is 5 times more likely to follow posts from Ontario Travel than any other Facebook page. Why do I care about that? Because maybe if I'm an insurance company, I want to partner with some of these people. Maybe I should pick up the phone and talk to someone at Ontario Travel and say, holy moly, we've got For the people that I'm trying to reach, you own those people. We should do something together. As an advertiser, you don't need to infer that data anymore, right? The data is there and it's free to get. For advertisers whose market is in the US, they get access to even more data, like people's income level. Now, just to be fair, let's be clear because I don't want to creep you guys out. You can't drill down into this. You know, you can't click and get a list of every— of the names and email addresses of people who have high incomes. That might be a violation, right? You get sort of broad stuff. But we can tell how many of them rent or own their homes, how many kids they have in their home, how they spend their money, what type of credit cards they have, what they're more likely to buy, what kind of car they're likely to be looking for, even what kind of lifestyle group. So that's the demographic and psychographic groups like baby boomers and things like that, you know, single moms, even that kind of stuff that would have cost you tens of thousands of dollars to get in the past. Now it's free. It's amazing what Facebook has assembled. This is part of the reason why, as I mentioned minutes ago, Facebook stock hit $100 per share. So how do you start using it? Lots of ways. The one I would recommend you guys start with is what's called location awareness or local presence ads. And it's that one that says, "Reach people near your business." Remember that a lot of people, most people are accessing Facebook on smartphones. Smartphones already know where you are. Right, through GPS location. So even if I'm from Sudbury, let's imagine that you've got a location in the Toronto downtown core, right, and but I live in Sudbury, but I'm in town for a conference here in Toronto, you can still target me if I'm physically near your storefront, if I'm near a location in which you actually sell products. And it is as easy as this, you draw a circle around your store. You find your brokerage, you find your outlet, wherever, you know, if you've got kiosks in grocery stores, wherever. Wherever you want, wherever you actually got a human being, you literally draw a circle around. In fact, you don't even have to draw the circle if you're that lazy. You just say 2-mile radius and it'll draw the circle for you. Lazy bastards. And then you can assign it a budget, right? $5 a day. I would recommend for a lot of organizations a budget of $10 a day. To handle almost all of your digital marketing. $10 a day. The cost— roughly a quarter of the cost of a Starbucks coffee, right? I'm gonna let that one sink in for a little while, I think. So this morning I created an ad. I did it in the hotel room upstairs about 2.5 hours ago. It took me about a minute. This is what it would look like. Insurance shouldn't be complicated. We can help get covered for your next business trip in just 5 minutes. Get an instant quote. Call now. All those things you assembled right within Facebook. It is free to set up a Facebook ad account. The way, by the way, the pricing works, very simple, it's based on who you're trying to target, right? So the more people that are trying to target other people, the more it'll cost you. And then you get this sort of breakdown in terms of how many leads you get out of it through something called conversion tracking, right? We know this is— how do you track conversions or leads from a radio ad or from a newspaper ad? The only way that we have so far is to ask people when they call, am I right? You know, well, how did you hear about us? It's not bad, it's fine. But because all this stuff takes place, because people get their quote online, because maybe you're actually selling products online where the cash, you know, the actual value takes place online, you can track that to the penny. Easy to do. You set up what's called conversion tracking on your form. People fill it out, you get a to-the-penny sense of how much money that ad cost you, or even if they make a purchase and so on. Don't freak out if you feel you're behind the times. This is a study that came out from the INTAC folks. This is a study of brokers and their use of social media for business. But this is where the opportunity is because I see this, if I were a broker owner, I see this and I would say, look at where all my competitors are. They're not in this space yet. I want to be. That's the first step. Right? Under— get pinpoint, precision pinpoint your specific market. And then once you've got them, once they land on your website, I would do what we call retargeting. Probably the best secret that's out there. How many of you use or have heard of retargeting on the web? Very few of you. I will explain. This is me 400 years ago. My first job in radio was for a radio network called KBS in the Kootenays of BC. And Monday to Friday I was the radio reporter And Saturday and— it was 7 days a week. It was like completely against labor law, but whatever, you know. And Saturdays and Sundays, I was the KBS Coca-Cola Kootenay Cruiser chick. Nice. Thank you. Thank you. Right? So I'd go to science fairs and interview kids and do hot dog fairs and all that kind of jazz. And this one guy we did a remote for was the tire store at Kal Tire. This is a photograph of the Kal Tire location in Creston, BC. Thank you, Google Maps. And so I saw him, and it was getting to be winter, and he said, "You need winter tires." I'm like, "Oh my God, you're right. I do." And then I forgot about it. Because that's what happens. And the next day, we were at the post office together. I'm like, "Oh, God, tire guy. I got to get my winter tires." He's like, "Yes, you do." And then I forgot about him because that's what we do. And then the next day, he was at the dentist with me. I'm like, "Holy crap, this guy is everywhere." And he's like, "Are you getting your winter tires?" And I made a note that time. I made a note in my head. I said, "I am definitely remembering this." And then I forgot about it. And then the next day, he was at City Hall. I mean, he was everywhere. He was retargeting me without even knowing it. You can do this today on the web. For very little amount of money. My ads appear on the New York Times website. My ads appear on the CBC's website. And I'm not paying an enormous amount of money for it. All I've done is I've installed a little bit of code, a little bit of code, computer code, that tells people where I am actually going to, you know, as soon as I, as soon as you come to my website and you land on my website, I can then follow you around with the ads. So I'm not targeting everyone on the New York Times. That would cost me an enormous amount of money. I'm just targeting people all over the web who have already been to my website. And you can fine-tune this with a number of different audience buckets. Imagine if you could put ads all over the web only for people who began but didn't finish an online quote on your website. They don't have to go back to your website to remind them. You just suddenly pop up everywhere. You're on Facebook, you're on banner ads. People who haven't been to your website in 3 months, people who read more than 3 pages on your website. Retargeting is, is just incredibly powerful. Incredibly powerful. And there's more stuff coming. As I mentioned, you know, with that— remember that Diamond Shreddies thing, you know, with that focus group? If we— they won't even have to ask us anymore because we'll be giving it away through microexpressions. Scientists are already looking at this for trying to figure out the exact best moment to convince someone to buy it, to buy something, right? Microexpressions came onto the scene even back in the '70s where just a little flash of a face. Remember Kato Kaelin from the, from the O.J. Simpson trial, right? There was this very famous moment where he was being questioned by Marcia Clark, the prosecutor, and he was asked, you know, to sort of explain. He was asked, do you get some money from your— I'll play the clip in a second— for your interviews? And he got very, very angry, but he's trying to conceal his anger, okay? But so I want— I'm gonna play you the clip. It's only— it's very brief. I want you to watch his face very carefully. Mr. Kaelin, you got a lot of money for your appearance on Current Affair, didn't you? Um, yes. It— most people miss it. This is it. This is what his face actually did in that moment for a split second. You want to see it again? Let's watch it again, see if you can catch it. Mr. Kaelin, you got a lot of money for your appearance on Current Affair, didn't you? There it is. Split second. It's called a microexpression. Or the case of Susan Smith back in 1995, the woman who drowned her kids but told her, told the police that two black men had kidnapped them. This is a brief clip from a news conference while she was still holding up that story. Watch her facial expressions on this. Your mama loves you so much. And your daddy. This whole family loves you so much. What do you see there? She's smiling, right? And that is in fact what turned the case for the police, was the media started saying, why is she giggling? That's actually the moment when it went around like that. Police have known microexpressions for a while. We are just beginning to apply it now on the marketing side to sell products. It's heat mapping. Turns out, for one thing, not just microexpressions, but the temperature of your skin changes depending on the emotion you're having. So imagine that you have a kiosk in the future that sells insurance. This kiosk could be analyzing people to determine whether they are— Whoa! Did everyone else hear that, or is that— 'Cause I had a lot of Sudafed this morning. Okay, we're good? All right. You know, I mentioned concurrent think aloud. Even this is being replaced in the industry by something called cued retrospective recall. And the way it works is that there's cameras hidden in the back of store shelves that are eyeball tracking you, right? So now they don't need to ask you where your eyes went when it came to looking at products. They know. This is an actual real-world test from Unilever. It knows exactly where you did. So everything from micro expressions to heat mapping your faces to the kind of data we're getting from functional MRIs. Everything will change, and it's going to happen fairly soon. Even stuff that we talked about today, you know, around big data. You've probably heard about big data. I think big data will have an enormous impact on the way that insurance people sell. Big data is a very complicated explanation. This is actually Wikipedia's explanation for it, which is horrible, obviously. The way I like to explain big data is Halloween. And this is me as a kid, Halloween, and I was what back then they called it hyperactive. Today it would be called ADD or ADHD or something like that, but they didn't have a name for it. They called it hyperactive. And my mom had read in a book that if you take sugar out of kids' diets, that they calm the hell down. As it turns out, by the way, this works. My mother discovered this trick on the book and started me on the no sugar diet on October 30th. And so what I did instead, because remember I'm a database nerd, right? I like to group things. So my ex, my— and what I would— she would do is I would get all the candy like the chocolate and stuff like that and she would have this other sugar-free candy and I would trade it in. So instead of chocolate, I'd trade it in for Carob. Has anyone here tried Carob? Okay, it's like— it looks like chocolate and it has the consistency of chalk and the taste of wood stain. Basically. But I would trade it in. But I would group these things, right, into things, into pockets of, you know, like I'd have all the red things together and all the orange things. Then I'd mix it up again. And then I'd put all the chewable candies. And that's the way I would kind of do it. And that's basically what it is today. Big data is just kind of mixing and matching that stuff. You know, some of you are with financial institutions here that sell insurance products. How would this work? Think about all the buckets that a financial services company already has, right? Some data of data is easy for you to get into, some not as much. The easy things, right? What about your customer's member account status? We already know that, 'cause it's already in the computer. We already know what insurance products they have from us. So that's good. We know their home postal code. And what we've done so far, unfortunately, as technologists and marketers, is kept these in little isolated piles of data and never really combined them together to understand the insights. Those are the easy buckets to deliver. There's some that's structured data, but a little harder to get at. You know, like, for instance, members' visits. To the quote form on your website. Off-data. Still structured, still in a database, but not physically at your office. You know, you do satisfaction surveys or you have emails, you know, through MailChimp or an email provider. All that data exists, but it's harder to get at. And then there's some stuff that's just like random ideas or photographs and things like that. Big data, basically what we do is we take all of these buckets of data, the ones that are easy, the ones that are structured but less easy, the ones that are completely unstructured, and we put them all into one one big huge database, and then we just ask the database some questions. For instance, what insurance products are our happiest high net worth members already likely to be interested in? We get the happiness data from the survey, we get the interest level from time spent on specific websites, we get the net worth data from their accounts. This stuff's available today, today. And even if you're not financial services selling insurance products, even if you're a brokerage that just does that, the amount of data you can pull from that is phenomenal. My favorite example, by the way, is UPS. UPS did a study through big data, through telematics, through traffic conditions, through gas consumptions, and they learned that if their drivers never make left turns ever, that they save gas, have fewer accidents. So even if there's a— even if there's a stop they have to make on the left, follow. Yeah, I do this, okay? Spend a few hours following a UPS truck around. Yeah, at about hour 3, in my experience, they call the police. But that's all right, you know, just, you know, explain what you're doing. And it will never ever make a left turn because big data told them. It's incredible the kind of stuff that is going to be coming down the pipe. But was it yesterday or 2 days ago? It was Back to the Future Day. All that stuff has come true. All of that stuff has come true. It's, it's crazy. My favorite was The Jetsons. Think about all the stuff that we already have. In the business world, all of these were things that came directly out of The Jetsons. And we have— well, we don't actually have vacuum tube transport yet, I guess. Where it just sucks the person up and drops them off somewhere else. I have a list of people I would like to try that on. The self-driving cars, you know, obviously Google's been testing those things. Nevada has already issued a license for it. On the insurance side, in the US has now approved insurance companies to use unmanned drones to check up on farms to make sure that the claims are accurate. Insurance companies don't need to put a person out there to check to make sure you actually lost that crop. We'll just fly a drone over and capture it. Amazing stuff coming. So here's what I want to leave you with. Here's what I would recommend you do next. Very simple. First of all, please set up a Facebook page. Most of you don't have one as far as, as far as the Intact data shows, or at least you're not using it in the right way. So do that. It's easy to do. Facebook ad accounts are easy to do. Put retargeting code on your website. This is— you just ask your web person to do this. And start with something as simple as $10 a day. $10. That's it. Put $5 in Facebook ads, put $4 a day in retargeting. Keep $1 a day in a bucket over a month and use that for experimental stuff that comes down the pipe. I promise you You do this, 30 days after you start, you will be ahead of your competitors, driving better quality leads for a cheaper price, and be overall happier. And that's all I have. Thank you very much. I hope you have a great rest of your day.