Mobile Apps

Mobile apps are a bit challenging to produce, but they provide a great way to add value to the business-client relationship. You do not need to build your own app to be successful in mobile marketing. But if you have some extra cash and are feeling a little adventurous, you’ll find that creating an app isn’t that difficult at all - even for non-code speakers.

Here are several app development tools for ordinary humans:

• AppMakr: This browser-based platform allows you to design your own iPhone app quickly and easily. You can use existing content and social network feeds to create different styles for your app.

• GENWI: This tablet and smartphone platform allows you to create and manage your online presence on all popular mobile devices including iPad, iPhone, Android and HTML5 apps. Apps can also include revenue-generating capabilities such as ads, coupons and in-app subscriptions.

• Mippin: It’s one of the easiest platforms for creating an app. It can be used for Android, iOS and Windows and can also provide a lot of flexibility in designing the app.

• MobiCart: If you have an e-commerce site that you’d like to take to the mobile-sphere, this app builder will link up with PayPal to allow any business or consumer with an email address to securely and conveniently send and receive online payments.

• MyAppBuilder: For only $29 a month, this platform will create an iPhone or Android app for you. All you have to do is to provide content (e.g., videos, images, etc.). Their experts will also upload your new app to the app store for you.

• ShoutEm: This platform is ideal for bloggers, students, sports fans, news portals and local publishers. Again, you don’t need to know any code because the experts at ShoutEm will even take care of the iTunes and Android Marketplace submission process.

Website design and usability

First impressions count. Your website represents who you are as a business and brand and shows everyone what you offer. The website design needs to set people's minds at ease and show them that you are credible, your business can be trusted and it's professional. Your website also needs to make them feel welcome and be easy enough for them to navigate, find the information they want straight away and lets them book or call you without any hassles.

Below are some of our tips for great website design and will do the above things mentioned above.

Colour
Use the right colours to draw attention to specific aspects (eg your phone number or book now button). Don't make everything jump out, otherwise, nothing will stand out. We recommend keeping the website clean and avoid using too many colours.

Avoid using too many animations, gadgets or media
Avoid anything unnecessary. Keep flash animations to a minimum and only use media if it helps support your content, information or easily puts your message across quickly. Also, flash files cannot be read by search engine spiders and some browsers may block flash. Flash also cannot be viewed on smartphones.

Easy to use layout & navigation
Organise your webpages so that people can find the information they want quickly and easily. Create a clear navigation structure. Don't be afraid of using white space. Avoid clutter. Surveys show that approximately 76% of survey respondents say that the most important part of a website is the ease in which they can find information. We recommend including a navigation in the footer of your website, use breadcrumbs on every page and include internal links to other pages within your webpage copy.

Typography
Make sure that the content can be read easily. Use fonts, font sizes and colours that can be easily read. Break up the content using headings, sub-headings, bullet points and keep the paragraphs short.

Images
Images say a thousand words and are a powerful element of a website that can entice customers to stay on your website further and book with you. Use images that will be relevant to your audience. For example, if you are a holiday accommodation on the Sunshine Coast, you would use photos of families on the beach instead of businessmen in suits. Showcase your apartments with high resolution photos of your facilities, rooms and building.

Make it accessible
Make sure that your website can be viewed in all major web browsers, smartphones and tablets.

If you need help with a new website design for 2012, or if you would like some recommendations on how to improve your current website, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588 or visit www.tafastrack.com.au.

How to use LinkedIn to increase sales

1. 1.Use LinkedIn Answers - This is where anyone who has a question about business goes to for advice. Be seen as the expert in your field when you answer a question in LinkedIn Answers
2. Use LinkedIn Applications - This is where you go to add new and interesting apps that will improve the experience people have on your LinkedIn page. For example, you can add your blog post to your LinkedIn page, or set up polls to find out what's on your customers' minds
3. Use LinkedIn Groups - Join various groups on LinkedIn that will help you grow your business. Join groups where you think people might be able to use your services. For example if you are a marketing expert, join groups outside of your industry, such as an entrepreneurs group, or a small business owners group.
4.  LinkedIn people - this is great for sales people or people looking for jobs who want to get their foot in the door of a large company. Eg you could ask your network or friends through LinkedIn to introduce you to someone at your target company.
5.  LinkedIn Ads - Use ads on LinkedIn to drive new customers to your page or website. It works the same way as a Google Adword, where you simply write a headline, add some text copy and create a destination link at the bottom to direct the person to a URL. You then bid on how much you want to pay for each click.
6.  LinkedIn Mobile - it's now available as an app on your mobile and it works best when you're a trade show or at an event. For example, when you're having a conversation with a potential customer, ask them if they have LinkedIn on their mobile and to turn it on. Bump your phones lightly together and LinkedIn will transfer your contact information between the two phones using Bluetooth. Instant transfer without the need to type in the name. Easy!

Are you communicating with your clients?

Whether your clients are long-term customers, find you through the internet, through word of mouth or referral, it's very important that you collect some contact information about them, such as phone number, email or address. You can offer tips, travel information or specials on a monthly or weekly basis through email marketing. It's important to keep in touch with them constantly, as even though they might not be buying anything now, you will be at the top of their minds when they are ready to commit.

You should keep a list of your past clients, so that if you come up to a lean period, you can send an email newsletter or a flyer to them, to simply remind them about your products and services. It doesn't even need to be a hard sell. I can guarantee you that you will get a response from people who have been meaning to call you for weeks or months, but never got round to it because they were busy or forgot - until you emailed them.

So here are some action steps for you to take to ensure that you start building your database of potential and past clients.

1. Collect names and contact details of every single person who expresses an interest in your business and products and services. Set a process in place to ensure that you and your staff are capturing the vital information - from your front desk, to phone enquiries and the website.
2. Follow up and stay in touch with your customers. An email newsletter or a postcard is a very cost effective way to stay in touch with clients.
3. Start now. Make sure you start collecting that data now. You can always fine tune the process or data capture and follow up messages as you go along
4. Set goals. Just as some people measure sales and profits, we recommend that you consider 'growing the size of your database' as a goal/measurement too 

If you would like more information about our email marketing services and how you can stay in touch with your clients, speak to TA Fastrack today or email us direct on email@tafastrack.com.au. 

What's in your marketing plan for 2012?

Start the new year with a solid approach to your marketing! Below are some tips on what you should look at for 2012.

1. Improve the way you handle customer feedback

Analysis from more than 400 entrants in the 2010 Telstra Business Awards suggests it's worth taking customer feedback seriously. It found that 79% of entrants could identify their best customers and that 64% of Australian businesses frequently seek feedback from customers.

Set up a complaints handling process and make sure your staff are well versed in it.

And most importantly, don't forget to answer any negative reviews on Tripadvisor!  According to PhoCusWright, 87% of travellers found guest reviews from people they didn't know influential in their travel decision. Research also shows that online reviews are second only to personal advice from a friend as the driver of purchase decisions.

2. Become the thought leader in your industry
Customers buy brands they trust and one way to build trust is to become a thought header in your industry. Send out a regular newsletter to your customers with interesting news articles, let your customers download a whitepaper or set up a blog.

3. Get on social media
Social media is a great way for you to engage with current and potential customers - and it's free. But before you get into Facebook and Twitter, make sure you have a solid social media strategy. For example, how often will you be updating your posts? What will you post? It's all about trying to find ways to communicate with your customers and add value to their lives.

4. Get a professional website
First impressions count, so make sure that your website looks professional with high resolution photos, there are no spelling errors and it's easy to read and navigate. Make sure you update your site regularly to encourage repeat visits and improve Google rankings. And Remember, it's important that you have original and quality content on the site - and Google will reward you for this.

Speak to a web design company to design a website that is user-friendly and  SEO friendly.


5. Create a loyalty program
Securing a loyal following is not easy, but it can be worthwhile. It is around five times more expensive to find a new customer, than it is to keep a current customer. A loyalty program could include offering your customers discounts, freebies, invites to VIP nights, or a buy one get one free offer. What you decide will depend on what your customers will value the most.

A loyalty program also gives you a great opportunity to capture valuable data about your customers, so you can send them more targeted marketing messages, for example, birthday, hobbies, interests, wedding anniversary etc.

The 5 do's and don'ts of email design

Withouth a clear, consistent and well designed e-newsletter, your email may not get read, or worse, deleted. Consider the following tips for your next email marketing campaign to ensure that it gets read and forwarded.


1. Maintain a balanced ratio between text and images
If your email newsletter contains too many images, or too much text, it could be flagged as spam. Integrate images with text properly to ensure that your messages can be easily read, and most importantly, stays out of the spam box.

2. Always assume that embedded images won't appear properly
Don't you hate it when you get emails where every image is replaced with a red 'x'? Not all email clients automatically display images without prompting the user to take action first, eg click here to view images. It's important that your key messages - the information that you want your readers to take away from your email - aren't embedded within an image. Use HTML body text to deliver the most important information.

3. Do provide a backup option for emails with image-rich backgrounds
Not all email clients (like gmail or outlook) provide support for background images. Provide a backup option, such as a coloured background if an image is usually used as the backdrop for your email.

HTML allows both an image and a colour to be coded in the same tag, which means that if a mail client supports background images, the image will show, but if it doesn't then your chosen colour will appear in its place.

4. Consider using a table of contents for emails with several articles
Create a simple table of contents at the top of your email if your e-newsletter contains several articles or sections. Make it easy for your readers to navigate and read the articles that interest them.

5. Have a strong call to action
Whether you want your readers to click a link, email or call you direct, visit your website, or share the content with their friends, make sure you have a clear call to action where readers are most likely to see it.

Always remember that a great email design will help you in three areas:

1. A well-organised and visually appealing email is more likely to be read and shared
2. Proper email design can help avoid delivery hang-ups and will ensure that it always looks good regardless of the mail client used and it will always get delivered into a person's inbox
3. Optimal integration of text, images and a clear call to cation leads to increased ROI

To get started with email marketing, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588 or visit www.tafastrack.com.au.

5 items on your website you need to also include on Facebook

Just a few years ago, your website was the most important marekting tool used to deliver relevant content about your brand, products and services to your target market. However, with the increasing popularity of Facebook, things have changed dramatically.

More and more each day, it's becoming apparent that a significant portion of the user web experience starts and ends with Facebook. If businesses want to garner the attention of consumers, they need to be in front of them where they spend most of their time - which right now is on Facebook. (According to statistics, a user spends up to 15 hours a month on Facebook).

But how far should we take this? Should we put all our marketing dollars on Facebook and forget about having a website? At this point, we recommend that businesses maintain a balance between their own web presence and their investment in Facebook. Company websites should still be left in place for the purposes of corporate communication. There are still some things that don't belong on Facebook -- and legal information happens to be one of them. But what about more creative and compelling content?

We've established a list of five items on your website that we feel would work great on Facebook. Let us know what you think.

Online fan communities

Without question, Facebook should be home to your fan community. While some might argue that it's important from a branding standpoint to provide an outlet for discussion, the sheer volume of Facebook users is enough to drive marketers to select Facebook in this case. For example, your facebook page can be used to engage with fans on new topics of discussion and fans can use the wall to declare their fandom all day, every day. This is very good for the brand. Facebook and its viral functionality make it easy for your fans to share and connect. And of course, it's no secret that peer endorsements are more influential among users than commercials or celebrity endorsements.

Photos and videos

Photos and videos hosted on your website can also be uploaded onto your Facebook page. For example, you can upload new phtoos of your room/hotel renovations on Facebook, include behind the scenes video, sneak peek videos on events held at your hotel etc.

Special offers and rewards programs

Upload your special offer and promotions on Facebook. If you have a rewards card or loyalty program, users can manage their subscriptions to rewards cards/programs through Facebook. This makes perfect sense for an audience that is already on Facebook each day.

Polls and surveys

In May, Facebook reintroduced Facebook Questions, reviving the service as a means of polling users on certain issues. Your business can use this functionality to drive more engagement among users. Eg ask questions on what fans think of your new menu, room renovations etc, or get their opinion on a topic.

Some companies are going all in

While some companies are testing the waters with Facebook and seeing what works and what is ineffective for their brand, other companies are going all out and fully integrating their products into the platform. For example, some businesses now give fans the opportunity to purchase clothes from the Facebook page, share their favorite items or suggest gift ideas to their friends via the share button. Your hotel can make it easy for fans to book accommodation straight away on Facebook.


For more tips and information about social media marketing, speak to TA Fastrack today on 07 3040 3588 or visit www.tafastrack.com.au.

Increase repeat visits to your hotel website with hotel internet marketing

Hotel Internet marketing should result in the four ‘R’s - a high Retention rate, Repeat business, increased Referrals and improved ROI. Below are some marketing strategies to help your hotel can increase repeat visits to your website, increase hotel bookings and rely less on OTAs.

Know your target market

Who is your target market? Any marketing strategies or activities you implement must focus on your core target market and address their needs. For example, if the majority of your client base is corporate, then promote the business features of your hotel (internet access, business centre etc). If you rely mainly on families, then showcase the family-friendly facilities at your hotel, and it’s close proximity to sightseeing attractions.

Use Social Media wisely

Web 2.0 applications, such as blogs, forums and social media networks (facebook, twitter, foursquare) can all help build brand loyalty. Make sure all hotel Internet marketing tools work in cohesion. For example, add social media icons on your website, so guests know you’re on Facebook and Twitter, encourage people to follow you or become a fan of your business pages. Add social media icons at the bottom of your email signature etc.

Member only special offers

Offer member only promotions via social media networks, email marketing campaigns or other your hotel marketing strategies that you employ. For example, offering promotions or a ‘sneak peek’ which are not offered to the general public will help to increase your fan base, subscriptions or registration rate. Guests will then find more value in what you’re offering and sign up for your e-newsletters or ‘like’ your business page as these special offers aren’t available on your website.

Regularly update your content

Updating your website with blog articles, customer reviews, seasonal promotions and special offers or information about local attractions and upcoming events is a great way to get people to return to your website. If potential guests can’t find the information they want about your hotel and local attractions on your website, they will go somewhere else that will provide them all the information they need to make a booking decision.

Quality of the website design

It’s important that your website design reflects the quality of your hotel and showcases your rooms, facilities and other selling points of the hotel, for example, the views, or proximity to the beach or quiet retreat in the mountains. Your website must also be easy to navigate, show up-to-date information, a easy to use online booking engine, and straightforward enquiry forms. If you’re website doesn’t look good, it won’t entice a customer to book with you. So maybe it’s time to think about getting a new website!

Pictures say a thousand words

Put high quality images on your website of your rooms, facilities, the scenery, the surrounding area and the property. Images can make or break a hotel booking and the more visual information a customer has, the more confident and reassured they will be that booking at your hotel is the right decision. Make sure that your pictures are also high quality.

Fast loading times

The hotel industry is a ruthless, cut throat industry and you are competing with travel agencies, wholesalers and travel products companies where a customer can potentially make a hotel booking. Don’t make it any harder for the customer with a slow loading website because it’s an easy option to book at another website if they can’t find the information they need quickly.

While a large part of your hotel Internet marketing activities should be focused on attracting new customers to your website and building your customer base, there should be a continued focus on getting existing customers to re-book at your hotel and increase brand loyalty.

Speak to one of our marketing consultants at TA Fastrack on 07 3040 3588 to find out how we can help you with your hotel Internet marketing, social media marketing and client retention campaigns.

Keep your customers with email

Email marketing enables you to proactively communicate with your existing customers instead of passively waiting for them to visit your website, store or call you.

With email marketing, you can solidify existing relationships, start new ones (when they forward your emails to their friends and family), and convert your one-time visitors and buyers into repeat business and long-term customers or contributors.



According to research:

• A five percent increase in retention yields profit increases of 25 to 100 percent.
• Repeat customers spend, on average, 67 percent more than new customers.

It's All About Communication
Communication is a vital part of any relationship. Your business needs to keep in touch with customers on a regular basis to ensure you remain "top of mind." Research has shown that it takes about six to seven contacts before you can turn a prospect into a buying customer. All that contact can be expensive and time consuming and that’s where email marketing becomes a critical part of any business’s marketing efforts.

Why Is Email Marketing the Answer?
Email marketing is easy, affordable, direct, actionable, and highly effective. When you add email marketing to your marketing mix, you spend less time, money, and resources communicating with your customers than with traditional marketing vehicles (e.g. direct mail or print advertising). And, with email marketing, you can communicate more quickly and regularly.

Communicate More Information More Often
Email marketing is an affordable way to stretch a tight marketing budget. With a response rate five times greater than direct mail and 25 times the response rate of banner ads, email marketing is an effective way to increase sales, drive traffic, and develop loyalty.

Unlike direct mail, there is virtually no production, materials, or postage expense. Best of all, you can use email marketing to send newsletters, preferred customer promotions, sale notifications, new service announcements, event invitations, holiday greetings, and so more.

Use Email Marketing To Educate Your Customers
Your customers are more likely to buy when they can make an informed decision. Why force them to look elsewhere for the important information they need? Your email communications can gently lead a customer through the sales process, provide all the important information they require, and drive them to your website for more details or a purchase.

Foster Long-lasting Relationships
Email is an easy and inexpensive way of establishing early and long lasting relationships with your past customers. When you inform and educate your clients, they begin to perceive you as capable of addressing their needs. Even better, they start to look to you as an expert. This develops trust, opens the door to two-way communication, and allows them to share their pain points with you.

Use the information you gain from your customers and you will be able to better serve their ongoing needs. In the process, you may discover hidden sales opportunities that you may not be addressing or even considered.

Measure and Improve Your Results
With email marketing, you can easily measure the number of emails sent and opened, bounce backs, and unsubscribes, as well as your click-through rates.

You can also see who opened your email, which links they were most interested in and who clicked on what link. All of this useful information can help you send highly targeted campaigns to the people most likely to respond to your offer, thus improving your results going forward.


If you would like more information about email marketing and how it can help your business, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588. TA Fastrack can assist you with setting up an email template and email marketing campaign.

Click rates highest in the morning: Report

According to a report by MailerMailer, most people tend to open emails between seven and ten in the morning.

Below are other findings from the July 2011 Email Marketing Metrics Report.

• Subject Lines: Emails with shorter subject lines tend to outperform those with longer lines: Subject lines with 4-15 characters generated a 14.1% open rate, whereas those containing 51 or more characters had the least amount of opened emails (9.9%). The highest click rates were generated by emails with subject lines between 16 and 27 characters long (4%). 
• Bounces by mailing frequency: Marketers who send emails more frequently garner fewer bounces. Emails that were sent to subscribers less than once a month (5.1%) generated the highest bounce rate. Emails that were sent more frequently, like once a day or more, registered the smallest bounce rate (0.4%).
• Personalisation: Personalised emails (ie personalisation in the actual message) registered an average open rate of 12.6%, compared with those containing only a personalised subject line (4.1%). Click-rate trends closely mirror open-rate trends: Messages that contained a personalised subject line only generated a 0.8% click rate, whereas personalisation in the message portion of the email generated a 3% click rate. 
• The survey also found that emails are typically opened during the morning hours of 7am and 10am. During that period, email open rates maintain a steady climb until noon, at which point, open rates begin to slowly decline.

The survey found that the average overall unique click rate at the end of 2010 was 2.9%, up from 1.6% one year earlier. Similar to open rates, click rates registered a decline from the first half to the second half of 2010.

The positive click-rate trend indicates that businesses are maintaining their database and ensuring links work properly. It also indicates that they are becoming savvier overall with how they create, design, and distribute their email campaigns. In addition, an increase in the click-rate trend may indicate that messages are becoming more relevant and contain clearer calls-to-action messaging.

If you would like more information about email marketing and how it can help your business, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588. TA Fastrack can assist you with setting up an email template and email marketing campaign.

An introduction to video

Why use video

Video is currently the fastest growing website feature for small businesses and statistics show that videos are a powerful way to communicate key selling points and are far more effective than text or photos alone. Studies show that 80% of online users recall seeing video, 52% take action and 16% make a purchase after viewing a video.

Adding video to your website can be a great way to help you improve customer relationships, increase profits and brand awareness.

How Can Video Help My Business?

Using online video to market your business can help you:

• Raise awareness of your business, products and services
• Generate word of mouth
• Improve search rankings
• Increase referrals - viewers will forward your video link to their friends and family
• Personalises your brand

There are many different online video sharing sites available. We look at the most popular ones being used.

YouTube

YouTube is currently the 2nd largest search engine in the world after Google. If you decide to post company videos, this is the place to do it.

Pros: You can reach a much bigger audience by posting your videos to YouTube compared to other sites, including iPhone and iPad users. Plus, you’ll benefit from YouTube search.

Cons: Videos are limited to 15 minutes in length.

Facebook

Facebook is another great site to share your video with your fans. They will be able to view it whenever they wish and forward it to their friends and family to also view.

Pros: You can tag Facebook friends and colleagues in videos. This will send them a notification, encouraging them to watch and share.

Cons: Your videos won’t reach as wide an audience as on YouTube, and it won't be indexed or searchable with Google. This means people can't search or find your video using Google.

Vimeo

Vimeo is great for high-end videos like documentaries, short features, and full-length movies that are longer than 15 minutes.

Pros: You can post videos longer than 15 minutes. Vimeo also accepts High Quality HD video.

Cons: Your videos won’t reach as wide an audience as on YouTube. There is also the option to purchase a premium account with Vimeo if you wish to take advantage of all Vimeo’s great features.

Blip.tv

Blip.tv is perfect if you're creating online TV shows and generating revenue from your content.

Pros: You can create a personalized channel that is easy to embed on your website or blog. Monetizing your content is also simple and encouraged.

Cons: Your videos won't reach as wide an audience as on YouTube. The site is more obscure and can be complicated for beginners, compared to YouTube or Facebook.


So what are you waiting for? Get started with an online video now for your business. If you would like more information about getting a professional video for your business, speak to one of the marketing consultants at TA Fastrack today.

How to Get your Hotel’s Facebook Account to Stand Out

Avoid using Facebook simply to post your promotions and packages that you already have on your website. Below are five tips on how you can stand out from the rest.

1. Your posts are boring.
Get your fans involved and ensure they feel a part of your community.  Encourage your fans to post comments, pictures and videos of their holiday or stay at your hotel. Actively engage with your customers with organized, quality content and brand new, up-to-date information about what's happenin at your hotel, the area, upcoming events etc.

2. You don’t have a social media roadmap.
If you don’t have a map, chances are you won’t make it to your destination, especially if it’s in an unfamiliar area. Outline your objectives and goals so you can coordinate your marketing efforts and cross-utilize the various social media applications that will work best for each of your targeted market segments. It is essential to know what you plan to do, how you plan to do it and, most importantly, why you are doing it in the first place. 

3. Your promotions are just like everyone else’s.
According to the 2010 Social Media Marketing Industry Report, more than 75% of marketers plan on increasing their use of Facebook in 2011. But with more than 5 million active Facebook business pages, how do you get your promotions and your page to stand out from all of the others? Avoid using Facebook simply to post your packages and promotions that you already promote on your website. Give your facebook followers special perks and discounts that they can’t get anywhere else. Eg, a free upgrade for the first 10 people that redeem the coupon using a special facebook promotion code, or a facebook only sale for one day only. Th options are endless!

4. Guests have no reason to keep you in their primary news feed.
Remember Field of Dreams and the whispered message to Kevin Costner, “If you build it, they will come.” They might come once, but will they stick around or make a repeat visit? Take a long, hard look at your business facebook page. Are the posts lively, compelling and unique? There’s nothing worse than a dull Facebook page. Take photos of staff and put them on Facebook - personalise your page and let followers know more about the people behind your business. Take photos of guests during check-in or check-out or at an event you held and tag them.

Make the most of your facebook page’s tab settings by distributing special offers and coupons or holding contests and sweepstakes (be sure to follow Facebook’s full terms and conditions). The idea of winning something is a great incentive to keep fans coming back for more, not to mention it helps to attract new fans. Reward your loyal supporters and don’t forget to remind your users to like and share.

5. Commitment! 
Your Facebook page is a daily commitment, so if you're not ready, don’t go there. If you strive for one post a day, you’re on track to creating a successful page. Watch the activity on your page and post when your followers are most active, usually between mid-morning and mid-afternoon. And don't be afraid to mix it up by posting observations, tips, travel-related topics, breaking news and, without fail, open-ended questions to get followers to join in the conversation. 

If you want to be liked, you have to be likeable. Test various approaches to determine what works best with your fan base. Show your personality, be warm and inviting and have fun with your page!

For more information on how to get your property’s Facebook page to stand out from others and drive more bookings to your website, please contact one of the marketing consultants on +61 7 3040 3588. TA Fastrack can also assist with a personalised welcome page design for your facebook page. Call us now to find out more.