Maven Marketing with Brandon Welch

Are People Getting Bored of Your Ads?

• Frank & Maven

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If your ads feel stale, you’re probably tempted to blow everything up.

New year. New platforms. New formats. New creative. New… something.

But in this Maven Monday episode, Brandon and Caleb push back on the most expensive marketing instinct there is: changing just to feel like you’re doing 

They unpack how action bias tricks business owners into bad switches, and why the best advertisers don’t chase novelty, they build memory, trust, and preference over time.

If you’re itching to switch things up, this episode will help you take a step back, focus, and fill one glass at a time.

Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!

Get a copy of our Best-Selling Book, The Maven Marketer Here: https://a.co/d/1clpm8a

Caleb Agee:

Yeah, we compare this a lot to people who day trade on the stock market. We see them jump in and out of the market trying to find the next winner, the next big win. Those people always underperform the people who have invested long term.

Brandon Welch:

Welcome to the Maven Marketing Podcast. Today is Maven Monday. I'm your host, Brandon Welch, and I'm here with Caleb. What are you going to change up this year, A.G.

Caleb Agee:

To be honest, I don't know what I'm going to change. I think that's the that's the thing is uh I want to get back to the things that I know keep me consistent. That's that's actually usually my goal, especially at the beginning of the year, is like get back to what I know makes me my best self.

Brandon Welch:

Well, you didn't know I was gonna ask you that question. You didn't know I was gonna ask you that question, but uh as research would show, you are actually very wise. And we're gonna talk about that today. Uh, it is a new year, you are thinking about new things, you are very aware that the world has changed. You're not exactly sure when it changed or how it changed, but something has changed, and so you're going, something has changed. So if the world has changed, something's probably better changing my marketing. And so we're gonna talk about a framework for how to know if that's the right thing for you, and then uh call out some conventional wisdom that might be leading you astray um with some cautionary tales. So um, if your advertising is still working for you, but you're just itching to change something, this episode is for you. Um, because most advertising mistakes don't come from making bad decisions, they come from impatience. Uh so today we're gonna talk about why switching just to switch is often not the right thing to do, and what you might consider instead. So, no secret, business owners have more options than ever. Uh, there's OTT, there is a targeted streaming platform that every single yeah media company, even the even the good ones, are pitching you.

Caleb Agee:

Well, everybody knows that you know all these digital medias, all these social platforms, every little place that could have ad revenue is going to be happy to receive ad revenue. So we have so many options now uh beyond what we have ever had before.

Brandon Welch:

So this so this um illusion of options is something that's been well studied and as a setup. I want us to remember there's a well-documented phenomenon known as action biased, uh, which just says humans prefer action over inaction, even when the inaction is a smarter move. Um, the Journal of Risk and Uncertainty published that uh in early 2000. And does that not feel like where most of us are right now? I have been there. I'm actually funny enough, we're we're considering changing some things on this podcast.

Caleb Agee:

Yeah.

Brandon Welch:

And everybody's like, Let's make some action. Why? Let's make some action because it's a new year, we're we're in action mode, and so that is always a good thing. Uh, but let's make sure that we're making the right types of actions and not actions just to make actions. So um the urge to change is emotional, not logical, and emotion is an expensive decision maker.

Caleb Agee:

We've all been there.

Brandon Welch:

We have all been there. We have we have all we all have.

Caleb Agee:

It's as small as the candy bar next at the gas station register, and as big as the BMW sitting out in the parking lot.

Brandon Welch:

So wow. Nobody here has a BMW in the parking lot. So nobody would ever do that. So uh we have three sections. So we're gonna talk about what the most profitable advertisers actually do. Uh we are on a relentless pursuit to eliminate waste uh so you can have more growth in your business and have more freedom and more peace and more uh success with that ultimate dream. Um we have done this a lot of time, a long time, and a lot of times, but um we don't rest there. We want to study, look outward. We always look to bigger data and bigger proof uh to to basically support or um create the ideas that we bring to you on this podcast. And one of the biggest uh things to talk about uh is what are other people doing? When is it worked? What is the what is the data? What is the safety in other experiments tell us? Um and so we're gonna talk about that. The next thing we're gonna talk about is what humans actually do, how psychology actually plays into this, and where is repetition with the same thing over and over uh detrimental and where is it crucial? And then the last thing we're gonna talk about is when are you actually supposed to make a change? Like what is the framework? What are some of the principles we've used uh to navigate knowing that perfect timing to change something?

Caleb Agee:

Yeah. So let's bring it back to the top. What do the most profitable advertisers, the most profitable advertising campaigns look like? What do they do? And we've cited this study several times. It was from Les Bennett and Peter Fields. Uh, they wrote a report called The Long and Short of It. They're with the Institution of Practitioners in Advertising. Bennett and Fields, they studied 996 real advertising campaigns, and they did it across multiple industries, lots of different categories, lots of different types of advertising, and they studied profit, market share, and overall long-term growth.

Brandon Welch:

The things that all of us want.

Caleb Agee:

Yeah.

Brandon Welch:

We all want a more profitable business. We all know that growing for the sake of growing isn't really growing at all. Um, and if we're owner operators, uh, at some point we go, man, what's the easy way to do this? Yeah. Or what's the what's not the harder way? What's the smarter way? Right.

Caleb Agee:

Yeah. And you think back to the old scientific method, you have to be testing something, right? And so their question was which approach to marketing between short-term sales activation is what they would call it, and long-term brand building, which approach actually grew businesses over time? And they actually found that it's both, but there's a ratio and there's a time when they both work together in harmony and help grow those businesses faster than ever.

Brandon Welch:

So the big finding is that um brands who have a consistent long-term commitment to emotional, um, what most people would call branding advertising, but we'll put it in the category of tomorrow marketing, winning over that future customer uh by making them know, like, and trust you, uh, by entertaining them, making them laugh, smile, and get mad about something that you help them solve. That consistency and just showing up and being that valuable personality, persona, company that stands for the same things over and over and over, those are the companies that win to the ratio of 70 to 30%. Meaning 70% of the time you want to be putting your time, money, and energy into something that's maintaining that promise, that emotional bond you have with your customer. 30% of the time, uh Bennett and Fields found, uh, you want to activate on that goodwill that you've built. So it takes a long time and a lot of energy to build that goodwill. But what they found is when you activate it, spend the other 30% of your money activating it, that is when it works far better than if you were to do the inverse. So it's a little bit of a uh paradigm shift because we think short-term results, short-term marketing, which is offers and targeting and how do I get people right now? They actually found if you do the long-term thing over and over and over, the occasional times or the way lesser ratio of times, that 30% of time you do the short-term thing and say, hey, it's time to buy, it's a great time to buy. Because the market knows, likes, and trusts you, they respond to those messages at a way greater rate. That alone is a is a shift in the way most people think about marketing. So now we're gonna talk about how that relates to consistency, but we'll liken it to friendship and bonds that are that are really, really strong take a long time to build.

Caleb Agee:

Yeah. And that those growth mechanisms, they work slowly, um, but impatience is the biggest risk. Uh if if you become impatient, you actually become less effective. And so that relationship, um when you have a friend that you've spent a lot of time with, the you know, we all we f we all have those friends that we've drifted apart, right? And the apart really just happened because we didn't spend time together. Yeah, we didn't pick up the phone, we didn't hang out, and that drift happens over time, and it's because of neglect of our friendship, a lack of communication, and it's it ends eventually.

Brandon Welch:

So, what a lot of people are saying is I'm just curious about other things. I'm curious, I've got this great bond and this, you know, a lot of commitment I've put into this, you know, advertising campaign. Maybe it's a certain TV channel, maybe it's a certain radio station, maybe it's a certain uh maybe it's a certain agency or partner you've worked with, and you just get curious about other things. And it's like, well, think about the strongest bonds in humanity. What if you did that in your marriage? People who get curious in marriage don't uh they don't get novelty, they actually get divorced. So uh would you like to divorce all of the customers you have goodwill with? And if the answer is no, then let's look at possibly uh a better and deeper answer to how should your advertising mature over time?

Caleb Agee:

Yeah. And we know good relationships are always built on repetition and presence and time spent together.

Brandon Welch:

Yeah, your presence is a present. Oh yeah. Well, thank you.

Caleb Agee:

That that is what we're doing. We I know we're talking about friends, we're talking about marriage.

Brandon Welch:

That is what your marketing, the audience you've been talking to, that long-term effect that Fields and Bennett and and hundreds of other data scientists would confirm psychology and branding and marketing is the exact same thing as an interpersonal relationship. That's a big takeaway. If you're ever in doubt, just ask, what would I do in the real world? If I'm going to abandon an audience, what would happen if I did that to a real world audience, like a friend or a partner or a company that I walk in the store and do business with?

SPEAKER_00:

Yep.

Brandon Welch:

So uh make sure you check yourself for that blind spot. So we're obviously leaning into you should probably stay consistent, but let's talk about why that repetition works and what is maybe too much repetition. Um in 1968, uh, Dr. Robert Zajonk, and that sound fancy. I just I already trust him.

Caleb Agee:

I think you you nailed the pronunciation. Robert Zajonk. I hope.

Brandon Welch:

University of Michigan, he studied, how does repeated exposure actually work? Does it make a difference? Um, and what what happens in in marketing is we're always looking to go, okay, um, how did you hear about us? Uh what worked? What Mr. Customer, Mrs. Customer, what brought you in today? And what this research concluded is they very, very, very seldom, actually, way less than 10% of the time, can somebody actually tell you what made them do what um they decided to do. That's an emotional, subconscious, right-brained, in-your-sleep, uh, involuntary recall type um experience. Now, I've never met a company that didn't want to be thought of first in their category, that they didn't want to be the most well-known. Um, but I meet very, very few people who are willing to believe that that happens with time in a subconscious matter. And so that's where these forces of decision making and advertising become at odds, is that we think, ooh, what did somebody say? Or what does the data say? Well, the data actually says if you're willing to trust the data of guys like Zajonc, the data actually says that repetition always improves the results. And repetition is incompatible with frequent change. When you're frequently changing something just because it's a shiny object or it sounds exciting, that is actually the opposite of repeated exposures. And so you're not trying to be in front of some of the people some of the time. You're trying to be in front of most of the people most of the time. And that actually requires commitment to broad media. That requires very little change from an audience perspective. Um, it bec it requires making them the right person over the time. It requires making them the right person over time instead of the false belief that you can somehow find the right person magically now.

Caleb Agee:

Yeah. So repetition increases the trust. And then we all there's another study here by Professor Byron Sharp at the Ehrenberg Bass Institute. Um, and he's he wrote a book called How Brands Grow. And they really found that uh when they studied hundreds of brands across different markets, as they always do, he found that your mental availability, we're talking about how do we know that people are gonna actually store us? Okay, we've been we've been rep repetitious. They have they have repetitive, that's the right word. They have they're starting to like us and trust us, but how do we know that we have a place in their mind that will lead to our brand growing? And this study, how brands grow, um, said that growth comes from being easy to think of and being easy to buy. I'm gonna say that one more time. Growth for your business comes from being easy to think of and easy to buy.

Brandon Welch:

And so how do you become easy to think of? Let's start there. You have to reach people, you have to do it consistently. Uh, the average American is exposed to over 5,000 advertising messages per day. So it takes not just repetition for them not to forget you, but it takes time for that uh mental adoption and that long-term adoption to happen involuntarily. In the Maven Marketer, we talk about trying to get as many people as possible to hear you at least four times per week. Now, that's the same person over and over and over again. That's Carter, the camera guy, hearing you today, hearing you in a couple of days from now, and a couple days from that before the next week rolls around. That's not just a random bunch of exposures and having Carter and Sydney and Caleb and me all hearing you. That's not four repetitive exposures. That's one singular exposure times four people. And there's a difference. And so the reason that keeping your media consistency or your audience, or maybe even the station or the platform that you're on consistent is that people tend to come back and do the same things day after day. And so the way you get that repetition is that you are repetitive where they are repetitive.

Caleb Agee:

Yeah. Yeah. We compare this a lot to people who day trade on the stock market. We see them jump in and out of the market trying to find the next winner, the next big win. And if you read any book, if you look at any study, the people who I'll call them gamblers, speculators, uh, they're like panning for gold and hoping that they'll they'll get the next big win. Those people always underperform the people who have invested long term.

Brandon Welch:

Over time. Over time. Because somebody here's somebody is going, oh, that's that's bull butter. I've uh I did a day trade last week and made 10 grand. It's like, yes, there's always those wins. Yeah. And it's not that you shouldn't set aside some of the money. Yeah, it's not that you shouldn't set aside some money, and there are very wise smart investors, and I have some people that I would actually trust to do that for me on a transactional basis. Sure. Um, you're gonna get some wins and gains, but the ones, if you look at long-term wealth, and actually, when I was um writing the book, I came across a research study called uh Trading is Hazardous to Your Wealth. Um, and they were just like, yeah, it's like keep your nest egg there. And that's the same exact thing with brands. Um your nest egg is the goodwill you've built with your community and the audience you wish to serve. If you're in a town, that means an audience of people who are local and come back to the same thing over and over and over, such as a TV program or a magazine or a certain route they drive and see your billboard. And so just moving it to day trade with your media tends to lead to worse results.

Caleb Agee:

And effectively that's what you're supposed to be doing on the stock market. Invest long term in a business you believe in that will grow.

Brandon Welch:

It's exciting while you're doing it.

Caleb Agee:

Yeah.

Brandon Welch:

But it's not so exciting at the end of the at the end of the uh experiment there. So um last thing here, long-term buying cycles are especially important here.

Caleb Agee:

Yes.

Brandon Welch:

Think about this. A lot of people tend to change their advertising annually when the buying cycle for that category, such as roofing or HVAC, or choosing a doctor, or choosing a dentist, uh, or choosing a lawyer, those things happen on 10, 15, 20 year scales. People don't do this, not only do they not do it every day, they don't even do it every year. And so you're like, ah, I tried that, I don't think it'll work. It's like the laws of humanity and behavior haven't even rolled around to where 10% of your potential audience would have even had the life event to make that decision. Yeah. So you need to wait for them just based on the laws of your industry and the laws of your category. We have some home improvement categories um that are literally 30 years before somebody buys that product.

Caleb Agee:

Yeah.

Brandon Welch:

The only thing you'll buy less often than 30 years is like a casket or something like that. It's like it's like a once-in-a-lifetime purchase. Yeah. So consider that, especially if you're in a long-term advertising, just pick an audience and become the guy that when their roof finally fails, or when their family finally needs an attorney, or when their doctor finally retires, or their insurance finally changes, you're the one they've thought of and felt good and been exposed to the entire time. So you pop in their mind, they skip the search engines and they go straight to you.

Caleb Agee:

Yeah. And then that leads to the question, though, everybody has when you've done this. Lots of people have followed our advice and invested in this audience for years and years and years. And they wonder, okay, I'm a doctor. People make decisions about when they change their or I'm in real estate. People buy a house once every five to seven years, or I'm a roofer, and I've been doing this for 15 years, and that's the life of a roof.

Brandon Welch:

How much is too much?

Caleb Agee:

How much is too much? Should I stop advertising to this audience? And um, there was a study by Schmidt and Eisend. I got that right. Schmidt and Eisend uh in the Journal of Advertising, and they studied a bunch of repetition studies in all formats and all medias, and they found out that the wear out occurs for an advertiser much longer than anybody ever assumes.

Brandon Welch:

I would say take the size of that audience, uh, divide it by half, and let's just say, let's just say you're never gonna have more than 50% market share. And by the way, you probably already don't. There's very few people that have more than 20. Okay. Uh but let's just say it's let's be generous and say it's 50. So let's say it's a 50,000-person audience, divide it in half, there's 25,000 people. Until you can tell me you've had 25,000 new customers, you're not done. And by the way, a lot of those aged out, and more of them came into the audience. So there was migration, even if you did stay in the same place, simply by the laws of attrition.

SPEAKER_01:

Yeah.

Brandon Welch:

So you you, as the business owner, are gonna become tired of the platform way before the platform is gonna stop working for you.

Caleb Agee:

We see that so much. I think I think we should get this new thing. I'm tired of looking at it. It's like you are tired of it because you see it way more often, but I promise they're not tired of it.

Brandon Welch:

Yeah. And and the most frustrating thing of all is like go look at how much your business has already grown from this audience and why would you abandon it? There's more there. So, especially if you're talking about broad, long-term audiences that come back to the well, come back to the media every day. So, um, by the way, to answer the question as asked, as long as you are changing your message every time it reaches a seven to eight average exposure, statistically and scientifically, you will not wear that audience out. And for most people, that that means changing their commercial, the message, every month and a half to two months. Yeah. If you're on a medium-sized budget in a medium-sized town, you can run the ad for a month or two before it becomes too much. But all you have to do to keep the audience from getting tired or bored is just put a new message. Yeah. Message fatigue and the laws of diminishing returns come after that eight frequency point.

Caleb Agee:

It's not the platform you're on, it's the message that you're saying.

Brandon Welch:

And if you don't know what that is for you, you can ask your media rep. Any competent media rep should be able to tell you you've been running this ad for this long. They have a fancy computer that will spit out the average person in this audience has seen it this many times.

Caleb Agee:

Yeah. You can think of brands that you've known since you were a kid and how they've reinvented their message over time, and you're not tired of the ads. Yeah. We still show them to each other, even though it was the same company that we were talking about from the nineties. Yeah. And They've reinvented themselves.

Brandon Welch:

By contrast, um, last year, uh, and this happens all the time, but I'm thinking of one example last year. We had a really great company in a really big city who had a really big ad budget. Okay. Uh, he could afford to do just about anything he wanted to do well. And he got shiny object syndrome uh because um well-meaning but wrong advertising people came and said, It's a new year, here's some new things. We should switch up your budget, okay? And he had pretty good market share, okay? Um, so this wasn't like a newbie, this wasn't like a one-off thing. But this guy found and he called us about a year and a half later, after this happened, he lost nearly a million dollars in sales. And he's like, I don't know, I'm doing all these things, and we're like, You're doing too many things not well. It was you're fragmented.

Caleb Agee:

The language he used was, Well, I tried this, and then I tried this, and then I tried this. And it was always that didn't work. And he would give it six months, yeah, three months, a year, and he what he was doing was picking up his his marketing budget and therefore his audience. Yeah. And he was putting, he was trying to, he's taking this potted plant, he was picking it up and moving it to another pot, and then he was moving it to another pot, and he never allowed it to take root in any place.

Brandon Welch:

We have clients that have grown 200, 300, 400%, uh, have a couple that have 10x'd and even 20x'd, uh, just by doing the same thing over and over and adding to it a little bit every year, but not not overly sophisticated changing it up.

Caleb Agee:

So when is switching actually the right call? Because we just made a big case for stay where you are, stay with what you've got going on. When should we actually make a switch?

Brandon Welch:

Yeah. So in media, and if you're talking about the money you're spending on advertising, um, there are times where the media platform itself does change and you're not the one changing. Um, so I've I've had some scenarios where the cost annually just increased so much um that it became just a ridiculous proposition to keep going. Like some rates doubled, or sometimes in political season we will step out for a few weeks when things just double and triple in rates. Um, that's pretty rare to happen, but that is one reason when I would go, okay, maybe not switch it up entirely, but pull back um or try to negotiate better. Uh and the the measure of that is CPM. I'll take a little bit of CPM. Actually, I kind of want to see my CPMs go down because that means I'm buying programs that are in high demand. Yeah. Or buying platforms that are in high demand. Um, but if it's like doubled or tripled in a really short amount of time, uh, by the way, Google did that over over the period of like one or one one and a half years. Um, but when CPI CPMs rise drastically, and your media rep should be able to tell you that, um inventory collapses, there's not enough availability for you to be in there frequently. Like either your budget didn't grow at the same rate as the audience, and you can't afford to buy it enough times. There's a, by the way, there's a formula inside the Maven market for how to buy each media and how much frequency you should appropriate for your budget. Um so if you can't do it at scale when the platform goes up, then you're just gonna have to settle for a lesser or more efficient audience. The second reason to change something up would be if the audience has actually fundamentally changed. If um maybe they deleted a program, maybe they changed formats altogether, maybe maybe the radio station or the TV station lost a big personality. And what you want to make sure is that I'll I'll take a little bit of down because people don't switch as often as they think they do. Uh but if it just if the ratings show like a real loss, yeah, um, or if if you're say you're using a digital media like Facebook or YouTube or email marketing, if the audience just becomes significantly less, then I will reshop it. Um especially if the demographics also switched with it enough where it's like, nah, that's that's way off. But actually I can't think of a media where the demographics have switched drastically.

Caleb Agee:

Not not that quickly. Not that quickly that you would say, Whoa, what's happening here? It just it it would be so rare for something like that to happen.

Brandon Welch:

An example of that is that millennials fundamentally do not watch news um at the rate uh that baby boomers and Gen X does. Yeah. And so we go, okay, um, as millennials have become a bigger buying force, we go, okay, we have to supplement that, reach them in a really consistent media and a really consistent budget. We're not switching it up all the time, but we did have to add um things like YouTube TV and and some more efficient video deliveries for those, you know, aging millennials, we'll call it. So um the third reason to switch something is if your business strategy has fundamentally changed. If you used to sell to this audience and you don't anymore, um uh that that's that's an appropriate time for pause. Um or if you're selling a new product to a new audience, that's an appropriate time to add a budget for a new audience. Um I still don't I still don't trade old stuff that's working just because I have a new business objective. I look at every business objective like it has its own marketing budget attached to it. And then within that marketing budget, I go through the steps of who am I talking to, um, where's the best place to reach them for the least amount of money.

Caleb Agee:

Yeah. And so if the platform economics are still there, if it still is a reasonable price, the audience hasn't changed out from under you and your business hasn't really changed, everything else that would cause you to say, to start looking around and wondering, you know, if there's greener pasture somewhere else, those are probably just action bias. Action bias. It's that I'd rather study we talked about at the very first time. Yeah, and that that is the problem. It's or or else maybe maybe you're bored, maybe you're tired of looking at your same old thing in the same old place. Uh, or maybe there's a really good salesperson that showed up and convinced you. Yep. Maybe you got excited about it.

Brandon Welch:

Absolutely. So the grass does not grow faster by tugging on it. You have put seeds in this area, you have planted consistently, you have watered, you have weeded this area. Don't abandon it just to go plant seeds in another yard because it looks fancier or better. Uh, because that sucks. That weeding and that nurturing of that new field you plant seeds in is gonna take a year and a half, two, three years to get to that mature lawn that you like to come home to.

Caleb Agee:

I think that's the biggest piece. That's the biggest reason people want to pick up and move. It's not usually because they've been so patient and they've waited 10 years marketing on a platform, it's because they've waited not enough time on the same platform and they want to pick it up and try somewhere else.

Brandon Welch:

That happens too. That happens a lot of times. Um uh not with our clients because they're so wise and not to anybody who's listening to the Maven Marketing Project. That's why you're here. That's why you're here because you get it. You are old and wise, uh at least in spirit. And so uh we just want to leave you with some encouragement that uh consistency builds memory, memory builds trust, trust builds preference, and preference is the thing that beats all media and advertising spend across the board. So switching uh resets that trust. We don't want to do that, um, in the same way you wouldn't neglect a good friend or hopefully not your spouse, uh, so long as they were consistent to you, right? Um we'll say that. But yeah, uh, I didn't want to, you know, throw rocks at anybody. So um anything else you want to add to this?

Caleb Agee:

Yeah, I think um as this new year wraps around, everybody asks what should change, just like we started this whole conversation. And the danger, the danger of the what should I change is that you will look for something to change. Now, things can always get better, but it's usually not who you're building a relationship with, it's usually how you're building a relationship with them. And so if you look at that, uh focus on the things before media. We always say strategy first, message is second, media is last. Focus this first part of your year, not on media changes, focus on your strategy and narrow down your message and make it so strong. You will see the difference every time.

Brandon Welch:

Amen to that. Uh seed time and harvest, folks. Put them in the ground, nurture them, keep them going. That's how the best things are built. That is how every relationship you actually want to have is built. So that was uh that was a power punch. Uh hopefully um you have some clarity. Uh if you have questions about, okay, I think I'm in the category of needing to change something. I think one of those things is true. I think nobody is using this platform anymore. And you want us to dive deep into that. There are those are those are individualized conversations. Um, and even though it's probably not happening as much as you think it is, there are times we would love to help you analyze that. Uh, send us a question to Maven Monday at frankandmaven.com. Um, we would love to break out one of those times when it is time to change something. Um, or or tweak your marketing budget for more consistency. And so um Maven Monday at Frankandmaven.com, or you can join our mastermind at Maven Method Training.com and we'll go in depth with you and a lot of other really smart people. Uh, that's where you get Caleb and I and the rest of our team at your disposal to solve problems in real time. We'd love to have you. Yeah. Uh otherwise pick up a copy of the Maven Marketer, and we will see you back here every single week to answer your real life marketing questions because marketers who cannot teach you why are just a fancy lie. Have a great week.