Marketcasting

How to Figure a Marketing Budget That Pays

2010-05-07T12:08:00.001-07:00

"We don't have money to spend on marketing." I've heard that excuse so many times, only to find out that whomever said it, turned right around and wasted money on some ill-conceived, roll-of-the-dice gambit that paid back nothing. Without careful forethought, you simply won't have money to spend on marketing. That is certain. So let me offer some advice:
Marketing should not be viewed as an expense. In fact, if it is budgeted correctly, it will serve as an investment, and yield a pay off many times greater than anything you could expect in the stock market. It will be an investment in yourself, and you will have total control over the outcome. Here's how you do it:
1. Write down how much you expect to gain in revenue for the period in question. Let's say, for the sake of illustration, you're marketing a gadget that sells for $10,000. After one year, you expect to sell $1,000,000 worth of gadgets. That's 100 sales in one year.
2. Subtract your overhead from that. By overhead, I mean cost of goods sold, salaries, taxes, real estate, insurance, everything you need to pay out before all the rest is yours. Staying with our illustration, let's say that number is $750,000. You now have $250,000 to spend on whatever you want. Conservatively, that's a 25% margin. You've been paid, your employees have been paid. Your vendors are all paid. The rest belongs to you to use as you wish. You can buy a boat, put it in the stock market, bank it, even bury it. OR, you can re-invest a portion of it back into your company.
3. According to the World Advertising Research Council, benchmarks for marketing budgets in a business-to-business environment hover at around 15-25% of total margin. In consumer circles, where audiences are larger and more unwieldy, the benchmark is 25-35%. Some companies reinvest as much as 75%. Taking our current example, let's re-invest 25% of the margin. That's 25% of the $250,000 left over, or $62,500 in marketing budget.
4. With one sale equaling $10,000, anything after your sixth sale is gravy. So, your 1:1 ROI on the campaign would be six sales. Odds are, you'll likely tee up well more than that on your $62,500 marketing investment. If you do it right, you should get 100 sales for that investment. Will your stock investment yield a better return? Probably not.
Carve your marketing budget out of your available margin, and you won't be looking at an expense burden. You'll be reinvesting a portion of your proceeds. Tie those to the number of sales you need to make to determine your ROI. And build a plan that hits the target.
I'll be happy to visit with you for more on this topic, if you like. Email me or call the office. We are in business to help your business grow.

Pro Bono Marketing Heart Check

2010-04-20T14:41:00.000-07:00

With the economy muddling along and business at a startling ebb, many agencies are finding time to provide pro bono work to favorite charities. I know MarketGarden has done a fair amount of pro bono work over the past year, and I'd like to offer some reflections on the experience.
In general, people who work for free tend to consider their contributions in kind as having some amount of value. And, even though payment may not be in cash, other forms of payback can be every bit as rewarding. Especially when no payback is expected.
I got a gift card from one charity I did a lot of work for, and although it nowhere near covered what I put into the job, the gesture was very much appreciated, and the recognition and thanks that came with it were gratifying indeed. On another occasion, the organization I had serviced for free invited me to contact some promising prospects among their list of friends and donors. They even made the introductions, which aided in advancing the discussions.
Another charity was rather less appreciative. I can only guess that when you live off of charity, you sometimes grow numb to the sacrifice people make to advance your cause. In this instance, when I finally did request a sample of some of their material I found useful to a project I was working on, I had to ask several times, and there was a delay. They finally did come through, but it created an awkward moment. So, if you're on the charity side of this deal, please don't lose sight of the wind beneath your sails. Not that we're due anything for volunteering, but just be sensitive. It doesn't take much to express an ounce of thanks.
On the other hand, I have worked among groups of volunteers and heard much grumbling from the troops about not being appreciated enough, or finding offense when their contributions are questioned or modified whatsoever in the slightest. Just because you volunteer your time or effort on a project, doesn't mean you get to be the king or queen of everything. There's a reason it's called charity work. The organization retains the right to make changes or reject your wonderful stuff. If you are doing pro bono work because you need some sort of ego stroke, you're better off seeing a counselor. Expect nothing. Give from the heart. Check 2 Corinthians 9: 7. God loves a cheerful giver.

Pay-For-Performance Marketing Requires Leadership

2010-03-17T14:54:00.000-07:00

MarketGarden has been offering a pay-for-performance option to clients since we opened up shop in 2004. Basically, it requires a partnership agreement between the agency and the client, wherein we define up front what counts as "performance," how that will be measured, how that will be verified, and what rewards or penalties trigger as a result. We came up with this stance to help differentiate MarketGarden from other ad agencies or marketing design firms in and around Dallas. Quite frankly, I haven't heard anyone else lead with this sort of offering - and for good reason. Marketing is difficult enough to measure, and no one wants to be held accountable for a client who is not willing to execute a plan. That said, this dismal economy has sent a lot of businesses holing up in fear. Business owners and marketing chiefs don't want to make mistakes, much less spend precious resources on perceived "risky" ventures. Marketing budgets have been cut, as a consequence. And marketing departments are doing everything they can in-house just to save their own jobs. Where is the leadership in that? No wonder we're not seeing much of any upside. Everyone's planning for the worst - and getting it! I say now is the time for bold leadership. Now, more than ever, pay-for-performance makes sense. If you want to talk to an agency that is not afraid to put skin in the game - if you want an agency that has trademarked a process and created a mechanism to execute it equitably - give me a call. I'll gladly lead the charge - and accept my share of the blame or the glory. We've been waiting for just such a time as this! Let's talk.

Teach, Inspire or Get Out of the Way

2010-03-01T14:17:00.000-08:00

It is sometimes amazing, yet altogether predictable, what people find interesting in the stuff they share online. A recent article from John Tierney of the New York Times details a study regarding what kind of information travels fastest over the internet. Sex? Puppies? Politics? Guess again. The most likely topics to be forwarded where either highly detailed pieces about science or technology - or awe-inspiring missives of a positively profound and important nature. We're talking about "The Promise and Power of RNA" or slide shows featuring the depths of the galaxies and God's creation. People either seem to want to learn something new or interesting (not necessarily useful) or feel connected to a larger view of the world (i.e., out-of-the-ordinary or routine). Sure, recipes, financial advice and daily jokes will always be in the mix, but at a higher level, we seek value, either by what we send (and what that says about us) or by what we read (and how that somehow completes us). We all want to feel smarter and part a larger purpose. As I sit here contemplating viral campaigns for our precious list of clients, I'm openly wondering - what about their product or service elevates the collective consciousness? If I can tap into any of that, we are going to be golden. To view Mr. Tierney's article, visit http://www.nytimes.com/2010/02/09/science/09tier.html.

Confessions of an Ad Man

2010-01-26T14:20:00.000-08:00

I remember when AOL first came out. I was fortunate enough to have a high-ranking friend at a big-time agency plug me into one of AOL's first free beta accounts. AOL didn't wise up to me for the better part of three years. And, while other people were picking up CDs at gas stations with 1000 free minutes of AOL, I was living the free life, combing chat rooms, posting comments and "getting mail" at all hours of the day (and night).
Then, AOL caught on and pulled the plug. I joined the paying ranks and continued my bad habits. Until somewhere along the way, I dropped out and allowed the next wave to wash in unattended.
Social media has come a long way since then. And since then, I admit, I have been oh-so-very reluctant to rejoin the ranks. I guess it was when my sons started IM-ing their friends and texting incessantly at the dinner table. I suddenly pegged social media as some teeny-bopper sinkhole, not worth mine or my client's time.
Peers created pressure, however, and now I have a Facebook page. And a LinkedIn account. I tweet. I blog. I attend social media seminars. I sit in client meetings fielding questions about social media to which I often cannot provide any reasonable answers. I must confess. I am behind the curve.
Yet, I am trying. Thanks to websites such as mashable, comscore and quantcast, I am catching on. Little by little. Bit by bit. I learn a little more each day. And, with every new revelation, I must be progressing (or digressing, as the case may be.) Look for me on wefollow.com. I'm in there. Somewhere.

My "Tony The Tiger" Cup

2010-01-08T13:09:00.000-08:00

Every year, I look forward to getting the final edition of "Advertising Age," so I can review the year's milestones and ponder our collective futures. This year being 2010, "Advertising Age" listed the 10 best ideas of the decade, including one interesting item called "branded utility." This idea cropped up somewhere around the middle of the decade, when interactive wunderkids were dreaming up new widgets and bots and gadgets for online use. The new online utilities found their ways into advertisers' hands and -- viola! -- branded utilities were born. One U.K. bank offered a widget that fed bank customers pop-up stock quotes four times a day on any designated personal computer. Nike came out with a widget that helped runners track mileage using a hand-held iPod. The other day, I heard GEICO offering a "glove box" iPhone app for roadside assistance. In my opinion, the idea of a branded utility is not so revolutionary as many people think. I remember when I was a kid, having a "Tony the Tiger" plate, cup and silverware set, making my breakfast times enjoyable and anticipated events. I remember using that set so regularly, the paint washed off the cup, leaving Tony stripe-less after several months of trips through the dishwasher. The utilities may have changed, but the idea hasn't. Branded utilities are not only a great way to get consumers interacting with your brand, they often extend the brand value, moving prospects into the customer fold, and customers into the loyal advocates fold. I would agree that Hyundai's consumer Assurance program is one such example, offering car buyers the ability to return their cars without credit damage in case of losing a job (quite a value proposition, if not an online application). Hyunda no doubt moved more than a few fence-sitters into the market with that one. And, consider Bud Light's crazy "Tailgate" approved spoof series (3-in-1 condiment gun; speaker box 12 pack; etc.). With a little in-depth research and clever thinking, there could there be a utility locked inside your company brand. Let's think about it together. Call me at 214-750-6601. We might come up with something G-r-r-r-reat!

Golubke For You!

2009-12-15T13:58:00.000-08:00

It's holiday time, and I'm not thinking about advertising. I'm thinking about golubke. That's pronounced "Ga-WUM-key" by my family in Chicago. It's a Polish dish. It's stuffed cabbage, actually, and from the reviews in my family - and I'm talking from parents and siblings to great aunts, nieces and nephews - my golubke is the world's best. The reason why is I "Tex-ify" it. Any which way you slice it, it's a whole mound of trouble, only worth doing once a year. Here's what I do. And, by the way, this process takes hours, so clear out the day and prepare to make a bunch. You can freeze it when you finish.
I get a couple of large heads of cabbage, a couple of pounds of quality ground beef and a couple of pounds of ground lamb, 3 whole eggs, some white rice, celery, onions, green and red peppers, a large can of tomato soup, mushrooms, a couple of cans of stewed tomatoes (Rotel makes for an extra "Tex-y" batch), some picante sauce and a couple of jars of Ragu spaghetti sauce.
I first steam the cabbage so that I can peel the leaves off intact. There's a trick to this. If you steam it too much, the leaves disintegrate in your hands. If you steam it too little, the leaves are tough, so you gotta tend to it constantly as you go, peeling back layer after layer of leaf until the cabbage yields only the smallest leaves. You may want to carefully shave the spines of the leaves, to ensure a tender wrap. At this point, you'll have about 60 decent sized leaves stacked on a tray.
Next, prepare the rice (about 4 cups) and finely chop the celery, onions, peppers and mushrooms, holding the mushrooms aside in a separate bowl. When the rice is ready, mix it with the celery, onions, peppers, can of tomato soup, lamb, beef and eggs. Have fun mushing it into a meaty dough. Add spices to your liking (I usually add some Tabasco, to give it a kick). This is the stuffing for your cabbage rolls.
Next pull a single cabbage leaf and place a chuck of meaty-dough in the center of it (about the size of a baby's fist). Fold the leaf over the meat and set it in a large baking pan. Keep it up until the leaves or the meat are completely used up (if you do it right, the meat runs out first). You'll now have one or two baking pans stacked tight with cabbage rolls.
Next, take the cans of stewed tomatoes, the Ragu, and the mushrooms, mix it together as you would a spaghetti sauce, season it to taste (I add a few heaping tablespoons of picante sauce to Tex-ify it) and when the pot of sauce has simmered under low-medium heat for about an hour (long enough to blend the flavors) spoon it out over the cabbage rolls so that the sauce covers every roll. I usually tuck some in between each, just to make sure every one is fully glazed in sauce. You're almost finished.
Now, you'll have a couple of baking pans filled with stuffed cabbage rolls, glazed in red sauce, ready to place in the oven at about 350-degrees for an hour or so. Check on your masterpiece about 45 minutes in and make sure you aren't burning the top. You'll want it bubbling around the edges, and you want the insides of the rolls to be fully cooked.
When you're satisfied it's finished, pull the pans from the oven and place a roll or two on your plate. Always good with a glass of cold beer. Golubke. Tex-ified. Mmm-mmm! You are gonna love it! Happy holidays!

Blessing Our Invisible Angels

2009-12-01T14:58:00.000-08:00

We're getting ready to send out our annual company Christmas card again, and as I make the list (and check it twice) it strikes me how much of the year I spend heads down in day-to-day work without noticing the people who surround MarketGarden. Clients, vendors, partners, friends, advisors, suppliers...some folks on the list I only talk to once or twice a year. I have no idea what their hobbies are, if they have families, where they went to school, what their favorite dessert is, if they own a pet. I just hand off the work and move on to the next job as though I were some blind rat on an assembly line. In fact, I am chagrined to say, there are many names on the list I usually only think about when it comes time to send out Christmas cards. I know I'm not alone in this regard. You probably have a pretty good list of invisible angels yourself. Having come to this realization (as I write these names on envelopes and stack them up for delivery), I am resolved to remember them with greater regard in the year ahead. I am resolved to pause for a moment (as I write their names) and offer up a little prayer for each one, that they would be safe and sound with a warm meal awaiting them for the holidays and a dear heart nearby to share a bit of cheer. And, the next time I run into the person, I pray that I would actually stop for a moment to appreciate them personally, and learn even a little detail about them, the angels surrounding my business, and bless them, right then, not only at Christmas.

Favorites to Win Superbowl XLV

2009-11-19T12:46:00.000-08:00

Superbowl XLIV hasn't even been played yet (2010), and I'm already placing bets on Superbowl XLV (2011). Sight unseen. Who cares who plays in the big game? It's going to be in Dallas (sorry Arlington, the world knows this place as Dallas, home of the Dallas Cowboys...too bad our city council didn't have the foresight or the huevos to outbid you for the new Cowboy stadium...but that's another story).
The fact is, Superbowl 45 will be about as big as they come, showcased in a football Taj Mahal, capable of hosting upwards of 120,000 spectators on game day. And, if you can't get a ticket, that's OK. More than 100 million people will be tuning in to the TV broadcast (not even counting Internet viewers). Party planners have already projected more than 110,000 visitors to the area over the two-week boondoggle, including Fortune 500 CEOs and executive meeting planners from around the globe, adding up to an overall economic impact approaching half a billion dollars for the D/FW metroplex. You want something to shoot for in this down economy? Start carving out your marketing strategy for winter 2010-11. Get your bids in early for outdoor boards along I-30. Start creating promotional materials with hash-marks and football helmets prominently featured. Set up Superbowl sweepstakes for your clients, and reserve a few party rooms around town. There will be hay to be made for at least two weeks in 2011, with economic ramifications extending for months in either direction and possibly years into the future. What are you doing to plan for it now? I suggest you put your money on a sure bet and start coming up with a game plan for how your company is going to win Superbowl XLV. Call me if you want to discuss further. I'm already hooked in on the program!

Mad As Ever

2009-11-11T12:33:00.000-08:00

Anyone who's spent any time in the advertising business has by now seen, if not at least heard of, the TV show "Mad Men," AMC's hit drama about big-time advertising in the 1960s. I tuned in to watch season one and have not missed an episode since (FYI, it's wrapping up season three now!) It's easy to get caught up in the drama, especially if you've worked in a big-time ad agency -- and most especially if you lived through any of the "good ole days" when you could pull off a three-network TV buy and block the entire nation. I admit it. I've been around long enough to make that claim. I started out in Dallas at Bozell & Jacobs in 1979, when UHF channels were still the biggest threat to ABC, NBC and CBS. Everyone in the agency was apt to have a bottle of hard liquor tucked away in a desk drawer, and secretaries typed hand-written copy, supplied by copywriters, to prepare clean text for client presentations. I remember witnessing in amazement my first facsimile transmission and sitting in a training session to learn about the proper care and handling of floppy disks. The business has come a long, long way since then. But some things haven't changed. Big ideas are still the stock and trade of a winning agency. Clients continue to be fickle and demanding. And the creative team is as mad as ever. In many ways, advertising today is nothing more than the latest season of "the good ole days."

Time Change, Mind Change

2009-11-02T13:32:00.000-08:00

This past weekend, we turned our clocks back an hour. No big deal, but when 6 p.m. rolled around, it suddenly (literally overnight) felt like winter. The last of the Halloween candy was put away and now we're looking at Thanksgiving and Christmas. As if on cue, the temperature dropped. I watched Sunday Night Football with a hot tea in hand. It seemed like only yesterday I was getting used to writing '09 on my checks. In a couple of months, it'll be '10!
The change brought with it a time of reflection. Where did these last months go? With all the business turmoil the past 12-18 months left behind, I'd hasten to say "good riddance." But then again, I had to recall...there were many clients who stayed busy. Many who called on us to assist with projects or develop new plans. Many suppliers came by whom we hadn't seen in a long while. Prospects actually had time to take calls and set meetings. I thought of all who cheerfully shrugged off the recession and looked to the next round. We were all in the same boat, and it wasn't so bad, really. In fact, the opportunity to fill in with pro bono work and to rearrange the overhead and realign the resources brought fresh thinking and renewal. Yes, the days are dark sooner now, but behind them is a light of thanksgiving that always comforts us when temperatures drop. It's why I look forward to the end of the year. It's a time of gratitude. A time to appreciate our blessings. A time to take stock of all the wealth we truly have...in each other.

Tomorrow Will Worry About Itself

2009-10-21T14:45:00.000-07:00

Unless you are in the extremely fortunate position of working for a bulletproof industry (see Gambling, Alcohol, Debt Collection, Bankruptcy Law, Politics, etc. for possible careers), you have absolutely been affected by the recession. Marketing has definitely taken its hits. Every day, I talk to folks stressed out over lack of work, what the future holds, how to make ends meet, how to collect, etc. - or just as bad, grousing over having to do their jobs for less on the dollar, faster or during extended hours. Take a deep breath, people. For the most part, we are all in the same boat. We all have the same number of hours in a day. We can only do what we can do today and then go to bed. No point in staying up all night worrying about it. Be cheerful in your approach. Be grateful for any opportunity to come your way. Look for ways to help someone out, even if it's for free, because when this ride is over, you will be remembered for how you performed. Matthew 6:33-34 says "Seek first His kingdom and His righteousness, and all these things will be given to you as well. Therefore, do not worry about tomorrow, for tomorrow will worry about itself. Each day has enough trouble of its own." Share a smile, offer encouragement, lend a hand, give thanks. Jelly beans for everyone. God bless your day!

Creative Inspiration

2009-10-07T06:19:00.000-07:00

Everyone is creative. Read that again. Everyone is creative. I remember early in my career strutting my stuff as a "creative" stud at a big agency. The creative team was always pampered and led to believe they were "special." I think this is wrong. It actually stunts creativity if you ask me. What a proud, arrogant ass I was. Thankfully, I grew up. I know now, we are all creative. In fact, some of the best ideas I ever produced were ideas other people came up with...clients, account service people, vendors, family, friends. In fact, the very word "inspiration" means to breathe in the Spirit. I capitalized the word "Spirit" here, because the "agency" that provides the creative spark is Divine. My partner Bill and I have had this conversation often. The act of creating is a holy, spiritual act, not unlike prayer. You have to first reflect deeply on the circumstances surrounding your topic, taking in information directly related to the topic, but also scanning information about and around the topic - sometimes even well off the topic. (I like to look at advertising award annuals after I soak up all my notes and information, to get the creative juices flowing.) When you feel you have filled up on the entire case, silence yourself. Let the creative muse strike. Soon (and sometimes due the pressure cooker of deadlines), creative ideas begin to flow. I record them in large quantities. I'll often have pages and pages of them. Headlines, descriptions of visuals, offshoot ideas that may or may not lend any value. There are no rules. Lastly, I leave the list for awhile and let my critical nature return. After an hour or so (sometimes even days), I review the list and narrow it down to a couple of winners. These are ideas we end up presenting to our clients. These are the ideas the Spirit has provided. It's unquestionably an ecstatic experience.

5 Easy Pieces

2009-09-24T14:05:00.000-07:00

The best way to break up hard times is to focus on a few easy tasks that represent positive action and, at the end of the day, have the potential to yield amazing results. Here are 5 easy pieces I have found that have the power to jolt you out of a stall and into a roll.
1. Review your value proposition - is there a way to re-frame it to work better in today's tough economy? Southwest Airlines is currently running a commercial showing a baggage handler happily toting luggage around on a cart, while the message comes through, "bags fly free." Wow. Friends fly free, now bags fly free! Who would have thought that your bag flying free would become a powerful value proposition? Obviously Southwest Airlines did, and you just have to know the competition is grinding their teeth every time that TV spot runs.
2. Remove cost as you add benefits - this is nothing new. Best Buy did it by drop-shipping directly to consumers for faster service and zero inventory. What can you recast in your marketing mix that adds up to lower cost, higher value for your customer?
3. Empower your customers by giving them trade-off options vs. price - it may mean unbundling some of your services, but in tight times, an ala carte menu puts the power in the customer's hands.
4. Tie your value proposition to your customers' core desires. Target did this when they squiggled "high style" into their budget-wise branding stance. Car insurance companies that sell insurance "by the mile" provide another example of appealing to basic customer desires.
5. Expand your universe. Who else needs your stuff? Who else would buy your stuff? Sometimes, a little brainstorming is all it takes to help you crack open fresh, new markets.
Give me a call if you'd like to discuss any of these ideas. Heck, you can do any one of these on your own if you put your mind to it! Good luck...and call me anyway!

Down the black hole and into the abyss.

2009-09-18T08:04:00.000-07:00

I remember a visit to The Science Place some time ago, standing in front of an interactive exhibit demonstrating centrifugal force. Basically, you take a penny and roll it on edge along the circumference of a wide cone and watch as the penny makes the rounds, down, down, down the narrowing chute until it disappears into a deep, dark hole at the bottom. The entire circuit takes about 90 seconds to complete. It's mesmerizing. Other folks line up to roll their pennies as well, and even as the line of pennies circle, you can't take your eyes off your lone penny, circling, circling, circling down into the abyss. I thought of this exhibit recently after spending a day calling through my backlog of "proposals on hold." I keep a file of every proposal we make. Once a prospect says they're not interested, I move the file to the "dead zone" and hope that at some later date, I might be able to revive the contact. Well, after a day of making calls, and hearing one sob story after another on why someone can't do anything at this time...their marketing budgets were frozen...they'd just laid off staff...they're trying to make do with internal resources...they're not selling now...they're waiting for the economy to turn...they're stopping all marketing spending...they just lost an account...etc., etc., etc., I imagined that penny circling down into the abyss. You may as well have placed the name of every one of those sorry prospects on a penny and rolled them down into the tank. Folks, I don't need to tell you this...you already know it. The worst thing to do in a down economy is quit. Look. I understand it if you aren't sure about how to invest effectively on a marketing effort. It does take a little bit of intestinal fortitude to step up and spend into a recession. And, you can fix most of that if you measure twice, cut once and build a solid plan. But, while so many of your competitors are getting sucked down into the hole, I promise you, your effort to swim against the tide will stand out even more. Small marketing investments at this time "look big," because no one else is doing anything. Now is the time to do something. Be smart about it. But, absolutely do something. Now is the time to talk to MarketGarden and come up with a modest plan, based on good intelligence, and deliberately aim at increasing your business. You can be the hands at the bottom of the cone. Catch everyone else's pennies as they fall off the map. Break the cycle and get on a reverse roll, so that when this thing does turn around, you'll be standing at the top. I'm at 214-750-6601 if you want to talk.

Measure twice, cut once.

2009-09-08T07:33:00.000-07:00

My dad, who made his living working with wood, hammered that axiom home with me (no pun intended). In marketing, it's equally applicable - especially in lean times. I have met with countless clients who seemingly structure their marketing plans using the old "rep in the doorway" approach. A media rep shows up, looking particularly attractive that morning, offering the deal of the century on (FILL IN THE BLANK). Almost without a thought, the contract is signed and the money is spent...marketing mission completed for said month/quarter/season, etc. Not long after said rep's perfume has wafted out of the office, said client awakens to the fact that said deal did not produce. Is your business doing so well that you can afford to continue the old "rep in the doorway" approach to marketing? My guess is probably not. My suggestion is to measure twice, cut once before you spend. Define what you want to achieve, build a plan to specifically achieve it, and by all means, measure the results along the way. You'll cut waste, improve results and effectively push back against the ill tide that has affected just about everyone's business. And all for a few meager ounces of forethought. Call me at 214-750-6601 if you want to discuss your marketing plans. I'll be happy to help.