What are digital media giants like Google, Facebook and Twitter doing to combat the rise of fake news? And what steps can your agency take now to protect your brand and your media investment?
With the explosive growth of the internet over the last 20 years, the availability and breadth of available information and shared knowledge has never been greater. Like any repository of information, this information is represented by all manners of subject matter and an endless number of use cases.
That said, for each website that is fact checked, credible and trustworthy—there are ten (and likely orders of magnitude more) that are the opposite. User Generated Content (UGC) has become king in the last ten years; Millennials say that information received through UGC is trusted 50% more than information from other media sources, including TV, newspapers and magazines (Ipsos Millenial Social Influence Study, 2014)
Unfortunately, included in UGC are mountains of misleading, incredulous, and often damaging content that goes unchecked and into the free ether of the web, available for anyone to interpret and spread as fact. The issue has been increasingly recognized since the 2016 election cycle, most popularly under the “Fake News” moniker.
Though “Fake News” (potentially damaging and verifiably false stories or articles written to discredit an opposing viewpoint’s credibility) was birthed as a political issue, UGC has developed and contorted its self into a whole new slew of health risks and societal burdens for the general public, the tech companies that are responsible for hosting the content, and the political infrastructure that is responsible for these company’s governance.
The spread of existing conspiracy theories and the rise of new ones has picked up significant momentum in recent years. This has resulted in irreversible damage on the micro (Trapped in a hoax: survivors of conspiracy theories speak out, Ed Pilkington – The Guardian) and has proven deadly on the macro (Drowned out by the algorithm: Vaccination advocates struggle to be heard online.)
To aid in combatting the rise of these issues, on January 25thGoogle’s sister company YouTube announcedplans to improve their recommendation algorithm by “reducing recommendations of borderline content and content that could misinform users in harmful ways – such as videos promoting a phony miracle cure for a serious illness, claiming the earth is flat, or making blatantly false claims about historic events like 9/11.”
Facebook has also been in a very public position of damage control and increased regulatory pressure since their implication in the Cambridge Analytica scandal, which raised a mountain of red flags about user privacy and security, as well as who can purchase ads on their platform (and how easily—looking at you, Russia.) They’ve also faced similar struggles to Google in the criticism they’ve received from all directions for the mismanagement or complete lack of moderation on their platform—
“…by conservatives for what they perceive is a liberal bias, by liberals for allowing white nationalism and Holocaust denial on the platform, by governments and news organizations for allowing fake news and disinformation to flourish, and by human rights organizations for its use as a platform to facilitate gender-based harassment and livestream suicide and murder. Facebook has even been blamed for contributing to genocide.” Jason Koebler & Joseph Cox
Their initial (publicized) steps taken towards a solution for these issues was to hire 7,500 moderators and increase the capabilities of the platform’s AI, but given the scale of the issue (~7 bilion posts a week) it’s proven quite difficult.
Twitter is an important part of this conversation, as well. The platform has completely reconfigured the geo-political and civic landscape the last 10 years, changing the way conversations around important issues are discussed and progress on the local, city, state, national and international stage. The hashtag began as a way for brands to engage customers but has since been used to amplify the conversation around social issues, trigger political engagement and protests, and overthrow dictatorial tyrants.
Twitter faces many of the same difficulties that Facebook does, though. There has been a massive amount of criticism over methodology used to moderate their content. While bullying, blatantly racist or homophobic attacks and similar devices fall neatly into a violation of Twitter’s platform usage policy; the conversation becomes a grey area and increasingly difficult to police when it comes to dealing with the expression of social/political ideologies, most notably white nationalism, which Twitter CEO Jack Dorsey has been slow to condemn or speak to directly.
An entire article could be written on each of the three companies and associated issues mentioned above: How do you moderate content posted by the general public in a way that doesn’t compromise the principle of free speech that our country was founded upon? Should companies with as much influence on the everyday lives of the public be responsible for making decisions on universal “truths”, especially in instances where a high percentage of the population might believe in an opposing viewpoint? If a government can indirectly exert this much control over the thoughts, opinions, and beliefs of its constituents, where is the line drawn?
These issues are layered and multi-faceted and will likely take years to truly address in full, but brands need to advertise today. So, what can agencies do to protect their clients from the negative impact of unregulated user generated content in the meantime?
At KC, we address brand safety at every step of the media buying process:
- Rigorous 3P vetting process – Before adding any 3rdparty vendors to a media plan, we ensure that the partner in question is willing to provide complete transparency into where all ads will be served via “domain level reporting.” Any hesitation on the matter will be considered an immediate point of disqualification from our media plan.
- Partner Solutions for Increased Brand Safety – Each media plan is subject to a unique combination of IAS, DoubleVerify, Peer39, Grapeshot and MOAT brand safety parameters that ensures every impression served will be viewable (by humans) in contextually relevant, brand-safe locations.
- The Trade Desk and White Ops MediaGuard integration – Our media buying platform is integrated with White Ops, an industry leading invalid traffic and fraud detection platform credited for its partnership with the US Government in foiling several multi-million dollar international ad-fraud schemes, including the storied Methbotand 3eve. This integration scans impressions in real time across participating supply-side platforms, blocking fraudulent impressions before they’re purchased. KC’s media plans only serve impressions against White Ops verified SSP’s.
- Ongoing inventory management – Media buyers at KC are monitoring domain level reporting on a weekly basis for opportunities to blacklist sites that appear suspicious or do not meet our standard of quality.
- Transparent Client-Communications – KC will always make site lists available to clients for inspection—at any time. Simple as that.
It is the responsibility of agencies and their media buyers to take ownership for where their client’s ads are served using the tools that are available. At KC, we’ve placed a high level of importance around this by taking the steps detailed above. If your agency isn’t willing to talk about the steps they’re taking to address brand safety, give us a call.
We’ve been in the digital renaissance for what seems like 20 years. Why are we still handing out business cards?
It’s 2019. Glaciers are melting faster than ever, polar bears are struggling to find food and China is no longer taking our recycling. And that’s only the tip of the iceberg, am I right?
Did you know that Americans use, on average, 680 lbs of paper per year? Now, I am a paper person. I love using an actual, tangible notebook to tackle my To Do list. Admittedly, I print out more things during my workday than are necessary. Sometimes I just find it easier to read a document or edit something if it is printed out right in front of me. But, as a paper junkie, even I have cut down over the years. My desk used to be full of file folders labeled neatly in black sharpie with contents to each particular project I’m working on contained inside. I still have cabinets with files that I, no doubt, will never look at again. I have made an effort to gradually decrease the amount of paper I use in the office and slowly over the years, those folders filled with paper have started to disappear.
So, why on this precious earth, are business cards still a thing? I can count on one hand the number of times I’ve handed out my business card in the past year. I have received probably 20 or so in the past year. Let it be known that I’m definitely not anywhere close to a networking machine. I’m not regularly in attendance at industry events meeting with new people so, I’m not a business card magnet. In my role, however, I do often times meet with companies that are trying to acquire business from my company. I always leave my business card behind at my desk and then when they pull out theirs and hand them out, I feel obligated to dust them off and hand one over. Now, in most of these meetings, I already have their contact information. Most of these meetings are arranged via emails that contain their signatures and therefore their contact information. If I want to follow up and get in touch with you post-meeting, I certainly know how to do so without referring back to your business card that I inadvertently already lost or put in the recycling bin.
Not only is this unnecessary piece of waste piling up, but business cards are also a costly company expense. New employees start all of the time. People get married. People get promoted. Businesses rebrand. All of these situations require additional business cards and make old, already printed cards obsolete. And obsolete equals more waste.
I think we’re all capable of thinking up a solution that works best for us given the moment you need to capture a business contact’s info. There are plenty of apps out there to replace the business card if you are into that sort of thing.
So, ditch ‘em! Just try it. I’m going to. It may be easier said than done and I may no longer win a free footlong at Subway, but to me, it’s worth it. We owe it to everyone to do our part even if it’s one small, rectangular piece of paper at a time.
Email marketing is an effective tactic to directly communicate and engage with existing and prospective customers. Although it is likely your email lists are highly targeted to the appropriate audience and/or contains individuals who have opted to receive information from your company or brand, it is imperative to continuously hone those lists and the content strategies that will yield the greatest results and conversions.
As marketing/advertising experts, we often believe we know our customers better than anyone and that the content we create is on strategy and will resonate with that audience we know so well. However, in a world of overexposed consumers and ad clutter at every intersection – especially in your inbox – it’s more important than ever to test what really works to better understand how your audience engages and behaves with the messages you are sending. This is where A/B testing comes in to play.
What is email marketing A/B split testing?
A/B testing, otherwise known as split testing, is an important step in any successful email marketing campaign. It allows you to verify or better understand which content will be most effective, ultimately generating better results.
How does A/B testing work?
Typically, your email marketing platform allows you to set up multiple campaigns over time based on optimizations you’ve made from you’re A/B test learnings.
There are several ways to approach A/B testing an email campaign.
- Test subject lines– do subject lines with an incentive or a teaser yield the best open rate?
- Test the “from” name– see whether email audience is more responsive to emails coming from a brand or company name
- Test CTAs– see which CTA resulted in more clicks
- Test imagery– depending on your audience, a lifestyle image may be more compelling than other design elements such as illustrations or GIFs
- Test day and/or time of sending your email campaigns– there may be specific days or times of the day your email target audience is most likely to engage with your emails
How to set and measure A/B test results?
Start with defining the email campaign goal or objective and what success looks like. Pull previous results to set benchmarks that justify those success goals.
- If your objective is to drive awareness only, a higher open rate could be an indicator of success so you may want to test what subject lines are most effective.
- If your objective is to drive clicks or conversions, you may want to test CTAs or headlines that drive action.
Over time, you will begin to collect enough data to help guide email content decisions for future campaigns.
A/B test best practices
A/B testing isn’t black and white and there are several approaches you can take. However, there are a few best practices to keep in mind as a guide to get you closer to the results you want.
- Test as large a sample as you can for more accurate result
- If you’re just starting out, focus A/B test efforts on measurable elements like subject line, CTAs and imagery
- Test various email campaigns, from general awareness emails to conversion and trigger emails
- Let the data speak for itself even if it reveals information that negates your initial gut instinct
- Test early and often. Consumer behaviors can change over time, your strategy should change with them.
- Test one variable at a time for best results. If you want to test more than one, look into multivariate testing.
Here at KC we are firm believers in building strategies and recommendations around facts – follow the data, not just your gut instinct. Instead of pouring unnecessary time and resources in to a guess and check approach, we take the guess work out of it and base decisions on results.
As experts in effective digital targeting, KC is always considering the changes in the media environment. Today, we look at Google’s new privacy initiatives and the many ways we’re already connecting our clients with relevant audiences while maintaining user privacy.
First, a Little Background
4 Ways We’re Still Able to Connect
1st party data.Online users are likely to be more accepting of cookies from websites they intentionally visit versus third-party cookie data that is sold to advertisers. In addition to improving a user’s web experience, we’re able to use 1st party data to retarget users who have recently visited a client’s website and re-message them with other relevant product ads or offers.
Contextual targeting. In some cases we’re able to build a contextual targeting strategy which allows us to place ads adjacent to content that contains a high-density of keywords that are relevant to our client’s products or services. In this case, we assume the content qualifies the reader as a potential customer and we are less reliant on user/cookie data.
Private marketplace.Some of our best performing campaigns are in partnership with high-quality publishers that have a high composition of readers who are aligned with our clients’ core target audiences. In this instance, the content might qualify the user or the publisher’s own data might provide additional layers of relevant targeting.
Location.We’re often utilizing geo-fencing tactics to reach users at a specific time and place like an event, tradeshow or retail location. Different types of mobile targeting is based on IP address or GPS location. In some cases we’ve even targeted the employees of a specific company at their offices.
Why an ancient print ad might be just what we need in advertising today.
Great ads are timeless. Many of those great ads get even better with age.
Like this ad for the Toyota Land Cruiser. Aside from the sexist bit of copy in the 3rd sentence, this is bolder, more informative and more persuasive than 99.9% of ads you will see today. It’s probably even better than whatever Toyota is saying about today’s Land Cruiser. My guess is it’s something like “There’s no telling how far you will go” or “You have arrived.” (Nope, it’s worse. I just looked it up. They’re going with “The peak of capability and comfort.”)
The copy is brilliant. “The Land Cruiser doesn’t have sleek styling.” I get goosebumps when I read a line like that. But there’s not a client alive today that would approve that copy. And yet, it’s perfect. It’s honest. It’s bold. And it’s true. The way this would work today is the client and agency would sit around the table wringing their hands trying to figure out how to talk around the not-so-sleek looks of the Land Cruiser. Meeting after meeting and revision after revision they’d try to find a way to talk about the styling without admitting the obvious.
So we know what the Land Cruiser doesn’t have, but what does it have? “It’s made of steel, heavily reinforced. held together by nuts and bolts, rivets and welds.” (Copy so good, it almost reads like poetry.) “Not by sheet metal screws.” (A nice swipe at the competition, which I always love.) The ad also goes on to point out there’s a chain connected to the gas cap and oil cap so you won’t lose them. Very smart.
The ad is a joy to read. That’s something I notice about the copy in a lot of older ads. Particularly those from the late 60’s and early 70’s. The copy is natural and conversational. It’s persuasive. It’s sets up a problem, offers a solution and informs the reader. The reader can decide from there if this product is right for them.
Imagine this ad today, but recreated in video and run as pre-roll on YouTube. A simple photo. The camera pans over the vehicle with cut-ins to show the various features the voiceover is describing–a voiceover that is confident, friendly, direct and a matter of fact, but coming off like a conversation you’re having with someone in the know. This ad would stand out, it would be informative, fun to watch and above all else, persuasive. Which is the point of what we do in advertising. I’d buy one.
Now, is this a really great ad? Like one of the best ads of all time? No. In fact it’s no where near my top 50 of all time. But the directness of language, its clarity and honesty as to what the vehicle is and isn’t is so clear. We need more of this direct boldness in advertising today. Tell me exactly what you are and what makes you good. Don’t pull any punches. Don’t try to convince me that you are both capable of off-roading and a comfortable ride. Don’t make your product something it’s not, and don’t apologize for what it is. In a world where you should be zigging while the others are zagging, an approach like this would be very effective today.
It’s also good to note that I saw this ad framed on the wall in the bathroom of a trendy restaurant. So clearly it worked (and still works) with a non-advertising audience as well. I’m not sure exactly how we could collect the data on this ad’s effectiveness and put it in a dashboard. (I’ll leave that in our media team’s capable hands.) But from my perspective that’s some serious liking and sharing of something that ran almost 50 years ago.
Maybe in 50 years someone will go back and frame tweets from a brand and hang them on the bathroom wall of a trendy restaurant. Maybe.
On Lee Clow’s retirement, we’re reminded of the importance of trust and our commitment to finding simple, bold ideas.
There was big news in the advertising community on Feb 14th. Lee Clow was retiring from his job as Chairman at TBWA Worldwide. Some of you may not know who he is, but you will know his work. The most memorable were his TV spots for Apple: “1984” which launched the first Macintosh, and “The Crazy Ones” which relaunched Apple with the tagline “Think Different” and became the ethos of the brand during it’s legendary rise.
Lee’s was the kind of work that made me want to get into advertising.
Yes, at age 75, he is ancient by today’s ad agency standard, but he was a friend of Steve Jobs for thirty years. That partnership between two visionaries is a big part of why Apple is the brand it is today. “He was always demanding that [Apple’s advertising] be better, always demanding that it be breakthrough, different—’Ah, that looks like shit like everybody else does,'” Clow recalled Jobs saying. “And for whatever reason, he and I built a long trust that I wanted to do what he wanted to do. He believed that in your heart, you cared about the same stuff that he cared about.”
So much trust. So much wisdom. So much creativity. And so much simplicity.
We understand that the true value of a simple idea goes beyond any spreadsheet or metric. But these ideas are becoming much harder to come by in today’s environment. “What’s throwing our industry for a loop is the complexity of putting messages out there in the world with all these new tools and all this new technology. The tools and technology are overwhelming,” Lee says. “I think a search for simplicity and pure ideas is the only route back to making it more fun again,” he continues. “More than ever, finding brave, different ideas has to be the goal.”
Words of wisdom. I’d add that those simple, brave ideas can really only ever exist on a foundation of trust. And this is what we strive for every day.
Are major outdoor apparel brands in peril?
Once an industry that made products for risk-takers and adventurers on mountainsides and roads less travelled, outdoor apparel brands seem to have reached the dreaded parody point. Other than logo placement, it seems harder to separate what makes one brand stand apart from the next.
Look at the 3 jackets in the slideshow below. With the logos removed, can you actually tell which jacket belongs to which brand?
Harold Hotelling was a Stanford University economist who defined an economic theory involving a principle of minimum differentiation, or law of averageness, which says that “rival sellers tend to gravitate toward each other — in location, price, and product offerings — because otherwise they risk losing some of the broad mainstream of customers.”
In this case, the top outdoor apparel brands have become parodies of each other. Many produced gear for niche markets (alpine skiers, climbers, hikers) fairly exclusively. Around the ‘80s-‘90s, consumers became more familiar with outdoor brand products, and marketers figured out how to sell the idea of “outdoor lifestyle” to people willing to spend sums of money on products that were “tested-in-the-field tough.”
Now, all the top brands have branched into other areas, making everything from running apparel to swimsuits to button-down shirts you could wear to work on Tuesday. Instead of buying a $500 jacket to climb the edge of a cliff in the Andes Mountains, most people are sporting these coats waiting in line for coffee at Starbucks.
Sure, you could justify such a purchase because “if it works in the mountains, it’ll work in the suburbs.” But most of the new technology and premium features (like thumb holes, wicking materials and waterproof pockets for mobile devices) can be found in jackets for much lower prices and fairly similar quality. For example, Target’s C9 brand sells seasonal, functional activewear clothing at one-fourth the cost. And these less-expensive products will most likely continue to piggy-back the newly developed tech features from the established brands, all the way up the mountain.
Another example. Look at these catalogue images from different outdoor brands. Can you tell them apart? To me, it looks like it could have been the same photoshoot!
Consumers can buy most anything without leaving their home. And even with comparing price and certain qualities with a product, as well as fellow-consumer reviews for quality verification, what really sets your brand apart? What gives you an emotional edge? What should your brand do?
How about make a bold move and give your brand a relevant voice with purpose.
One example of a brand making a move: Patagonia. Recently, the brand has become very vocal about preservation of land and fair trade practices—although they point out they’ve been politically active since the 1970’s—by responding to President Trump’s decision to decrease the protected land of Bears Ears and Grand Staircase-Escalante National Monuments and suing the President of the United States of America. How many other brands have ever done that?
Of course, your brand may experience backlash for planting a flag. For instance, the recent small frenzy of consumers destroying their YETI coolers on social media, after the NRA complained that the YETI Corporation had ended special discount programs for their members. So, yes, there’s a risk that consumers may turn on your brand, but as famed advertising creative Bill Bernbach, founder of DDB, once said, “A principle isn’t a principle until it costs you money.”
And you have to believe that for every potential brand loyalist lost, one or more will be gained.
A numbers-driven person comes face-to-face with KC’s culture of creativity. (Gasp!)
I had only been at KC for 3 months when I went to my new co-worker’s baby shower. I was a little anxious about it, I didn’t know everyone going, I didn’t have any responsibilities to keep me busy at the party, and I was going to be a bit late. For all my worries, though, the party was actually really fun and welcoming. We ate delicious food and there were these adorable llama themed cookies. After lunch they set up a station to get your picture taken with the mom-to-be. This is fun, I thought. But then they showed us what to do with the picture: create and scrapbook page and write something memorable about parenting. Panic. Despite working at a creative agency, I’m not a creative person. At all.
Creative people seem to have this innate ability to walk into a space and see all its potential. I really admire them for it. As someone who works on the business side, I come from a more historically focused data driven space. I walk into a space and want to understand its history, when was it built, what has it been used for, if anything in the space is original. This is perfect for what I do because finance is often digging through records and retracing where money is coming from and anticipating where it should be going. And reporting. Lots of reporting. Creativity in finance is generally frowned upon, Enron anyone?
This also means finance people don’t usually throw the best parties. In a previous job with the Tax Commission, my coworkers threw me a baby shower. It was a bunch of middle-aged accountants in a room with no windows, sitting around a conference table. No games, definitely no scrapbooking, a no-nonsense potluck. The topic of conversation wasn’t about what I was going to name my baby, but whether or not I was going to keep working after the baby came. It felt like a going away party.
The KC party felt completely different. People were genuinely excited and happy. There was no “Goodbye!” just “Enjoy your time off, we’ll cover for you until you get back.” There’s a community in our creative agency that I haven’t experienced in more traditional finance organizations. And that means that even though I’m on the business side I get to hear all kinds of interesting things about what people are working on, what’s new in the industry, and what’s working for our clients.
But this isn’t the atmosphere of just any creative agency, it’s a culture that’s unique to KC. Where anyone—from any area of the agency—is invited to contribute ideas to help solve our client’s problems. Or to share something that inspires them. Or even to write an observational blog post for the agency website. (Wink, wink)
So, back to scrapbooking. After subtly eyeing the work of those around me and making motions of gathering supplies and trying out different designs. I finally gave up and looked for inspiration on the Internet. Much to my surprise a few of my coworkers were turning to the Internet too. Looks like we aren’t so different after all.
How Plasti Dip navigated from a specialty hardware product to auto aftermarket to the Pinterest set.
Your brand and products won’t appeal to every consumer in every market. No news flash here. But in some cases, your brand will appeal to multiple markets with vastly different interests and demographics. Which is something that may not happen all at once, but over time and over the life cycle of the brand. As a result, your products could be gaining traction with audiences you’ve never targeted in the past.
So what do you do next? Do you care? Well, fun facts: before bubble wrap was used to wrap fragile items, it was marketed as wallpaper. The original Frisbee was used as a pie tin. Neither of which would still be around if they were limited to their intended uses.
Don’t be afraid of new markets
Take our client Plasti Dip. Plasti Dip is a peelable rubber coating that comes in gallons or aerosol cans in an assortment of colors. It’s a product and brand that started out very differently from where it is today.
Originally conceived as a household handy product for adding extra grip to tool handles, Plasti Dip eventually expanded to–and exploded in–the automotive aftermarket, when consumers began using the aerosol cans for spraying vehicles and car accessories, which could then be peeled off and re-“dipped” again and again. We deemed this following our loyal “Dipheads” and the product continued to gain traction, from “dipping” car emblems, rims, grills, to full car paint jobs. It was dippin’ awesome.
Then something funny happened. Consumers continued to find new ways to use it –all the rules went out the window (although Plasti Dip would appreciate that I point out to use your discretion and please see the Plasti Dip label for proper use). Beyond car applications, Dipheads, DIYers, and crafters started to use Plasti Dip for tons of projects: paintings, vases, jewelry, costumes, theater set design, grips for socks and slippers, protective covering for electronics, shoe repair, and most recently, Cosplay armor…just to name a few.
Follow your customers
Companies don’t always make the time to listen to their consumers, especially if they aren’t using their product the way it was intended. But this felt like something big, and Plasti Dip saw the potential to tap into a new market and segment: the Pinterest and Etsy set.
Their target audience since inception had been primarily male, with an interest in home improvement and car modification projects. Plasti Dip had to figure out how to talk to an entirely new audience emerging within the craft market.
According to a Venveo consumer market report, the DIY consumer market is nearly 50% women, where previously it was a male dominated market. How would they establish a tone that reaches more women than before, without abandoning their current audiences and automotive markets? The key is learning about the consistencies between this audience and the loyal Dipheads. What does this new audience like, what they don’t like, what drives them and their use of the product? Is it a fad or have they found a use for the product that will stand the test of time? Then create a communication plan that meets both audiences needs.
The next burning question: is an investment in this new craft audience worth it? The crafters and DIY market is a 29 billion dollar market that continues to grow among age groups. Plasti Dip used this to their advantage and decided to move forward with new product development, specific to the craft audience, launching Plasti Dip Craft.
With new product labels, colors, and a reformed tone, Plasti Dip Craft was carefully designed from the get-go to target the new craft audience. Not so much so that they’d steer away from existing Plasti Dip users and Dipheads, but enough to make a splash in a market that is saturated with DIY products.
The goal of Plasti Dip Craft is similar to that of the original Plasti Dip – get creative with a variety of colors, spray customize whatever your heart desires, and when you’re bored with your project, peel it off and try something new. And as Plasti Dip learns the best ways to engage and interact with this audience in conjunction with Dipheads, they continue to diversify the brand and as a result, increase revenue potential. Cha-ching!
Is your brand ready to evolve?
The reason the Plasti Dip Craft product opportunity emerged is because consumers started using Plasti Dip in ways the manufacturer never truly intended. Listening to your consumers, learning from them, and letting them drive how you talk about and execute strategies around your brand can open up new doors you otherwise thought were closed. It’s a reminder not to become complacent within your existing market, and not to ignore potential opportunities that have (or haven’t yet) presented themselves.