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Building Business w/ the Mount Pleasant Chamber of Commerce
The Building Business podcast provides compelling stories of the Mount Pleasant Chamber of Commerce's journey, its steadfast commitment to the local community, and its forward-thinking approach to addressing the needs of businesses in an ever-changing landscape. It stands as an invitation to listeners to become part of a movement that values growth, connection, and the collective progress of the Mount Pleasant, South Carolina community.
Be prepared to be inspired, informed, and motivated, as we provide a rich tapestry of stories that celebrate the dynamic interplay of business and personal growth right here, in our own backyard.
Building Business w/ the Mount Pleasant Chamber of Commerce
Navigating the Future of Branding and Business Growth w/ Jenny Dennis
Jenny Dennis, our guest and the creative powerhouse behind Trio Solutions, takes us on a captivating journey from her roots in New England to the sunny shores of Charleston. Her story is a fascinating testament to the unexpected twists that can define a career, as she shares how a simple suggestion from restaurant patrons led her from biology to advertising. Jenny's experiences highlight the power of perseverance, a passion for marketing, and how seizing opportunities can lay the groundwork for professional success.
As we navigate the ever-evolving landscape of marketing, we explore the shift from traditional tactics to dynamic, data-driven strategies. Jenny, MPCC President Kathi Herrmann and Co Host Darius Kelly discuss the critical importance of understanding marketing fundamentals and the role of branding as a strategic investment. Businesses today must engage with customers meaningfully, leveraging social media reviews and feedback to build a reputable brand identity. We delve into the art of aligning brand values with customer expectations and the impact this has on a loyal customer base.
In the tech-driven world we live in, the conversation extends to the role of technology in our daily lives, from AI's futuristic promises to the indispensable nature of our mobile devices. We examine the balance between being connected and taking time to unplug, especially for new businesses eager to make their mark online. From influencer marketing to the enduring legacy of iconic advertising campaigns, the discussion accentuates the critical strategies businesses can adopt to thrive in today's digital age. We wrap up with insights into the community-focused initiatives at Trio Solutions, including their innovative Creative Lab, which offers a vibrant space for content creation and collaboration.
Presenting Sponsor: Mount Pleasant Chamber of Commerce
Studio Sponsor: Charleston Radio Group
Production Sponsor: rūmbo advertising
Committee:
Kathleen Herrmann | Host | MPCC Immediate Past President
Michael Cochran | Co-host | Past President
Mike Compton | Co-host | Marketing Chair
Rebecca Imholz | Co-host | MPCC Director
Amanda Bunting Comen | Co-host | Social ABCs
Darius Kelly | Creative Director | DK Design
Well, hello and welcome to the Building Business Podcast powered by the Mount Pleasant Chamber of Commerce. We're recording in the Charleston Radio Group Studios, who, of course, are a huge supporter of the chamber, with our friend, brian Cleary, the best mixer, master of all of our podcasts. Thank you, brian. Kathy Herman here. I am the current president of the Mount Pleasant Chamber of Commerce. I'm also the marketing director for Mount Pleasant Town Center. I'd like to thank everyone for joining us and I have a really special co-host here with me today. I'm so excited Darius Kelly. He is the owner of Darius Kelly Design and a current member of the Chamber Marketing Committee. Darius welcome, darius. Tell everyone a little bit about yourself.
Speaker 2:Well, I'm actually a local here in Charleston so it's not many of us still around, but I've had my business for about five years now. I'm an avid Steelers fan and I'm so excited to be here with our guest and I'm ready to get this started.
Speaker 1:I met her very early on, when I moved here in 2018, in a completely different 2016, I'm sorry in a completely different capacity, which is always so funny, but I always clearly remember the first people that I met when I moved here, so I'm really excited that she's here with us today. She is the president and chief executive sorry chief creative officer for Trio Solutions, which is a full-service marketing communications agency based right here in our beloved Mount Pleasant. Please welcome everyone. Jenny, Dennis, Hello, good afternoon, Jenny. We're so excited to have you here Again. We met in a different capacity a long, long time ago and I'm so excited about what you're doing with Trio Solutions. So let's get started, as we always do, with a little bit about your background and what led you to Trio Solutions.
Speaker 3:Yeah, sure, so I was. In terms of background, I was born and raised in New England. I'm a New Hampshire girl, I'm sorry, I'm not a Steeler, but, and you know, I did sort of the non-traditional college route. So I did not come out of high school and just do the four years, I did it over time. I actually, when I graduated high school, I moved all the way to California because I thought I was going to be like this really cool. You know, hey, I'm not going to be bound by living in New Hampshire in a small town, I'm going all the way to California. And I wasn't trying to be an actress or anything, but I definitely had some dreams and some goals and some things. And so, believe it or not, I started my classes in biology, which has nothing to do with marketing at all.
Speaker 2:It's a funny story. It is a funny story.
Speaker 3:And so as I was taking these classes, I also worked in restaurants. So I did my waitressing and I was a bartender and all of that. And then about two years into it, my dad got really sick, unfortunately, and that caused me to want to move back home. And so I moved back to the East Coast and I got a job at a fine dining restaurant and I had I only worked at the bar and I had these two guys their names were Kevin Tracy and John Edwards and they would come in almost every weeknight and they were my regulars and they owned an ad agency and so we would get to talking and they would always watch me like upsell the wine list and just really be an advocate for the restaurant and so good with the customers and all that stuff. And so one day they were like, have you ever thought about a career in advertising? And I was like, absolutely not.
Speaker 2:I definitely have not thought about that.
Speaker 3:Yeah, and so, long story short, they continued to kind of court me in this idea and they said just come in and see what we do. I think there's a place for you at our agency. So I did go in, I ended up working with them, I changed the biology major and sort of. The rest is history. But yeah, that was my first agency job, my first insight into marketing and really when I decided that I liked this and wanted to do more of it, Well, apparently you were born with it right Because you were doing it at the bar.
Speaker 1:Yes, Before you even knew that you were doing it at the bar.
Speaker 3:Yeah, we even knew that you were doing it, it's true. So fast forward. I moved to to Charleston in 2007. And I was a stay at home mom when I moved here. I moved here my daughter. I was eight months pregnant with my second daughter and so you know I stayed home for about a year or two.
Speaker 3:But while I was staying home I was also a group exercise instructor and I worked at St Andrews Family Fitness in West Ashley and every month I would see this rack of skirt magazines and I loved skirt magazine like I thought it was the coolest thing. I just loved how it was oversized and all the graphics and how the kitschy copy and the ads. I loved this magazine and so, as usual, I picked up my copy. I open it up and there's this giant full page ad that they're looking to hire.
Speaker 3:And I came home and I told my husband I was like I'm ready to go back to work and he was like really. And I said, yeah, I want to work for Skirt Magazine. And so I applied for the job and literally like the next day they called me in for an interview and I remember it was like conference room style interview, everybody sitting around the table, and I ended up getting the job. It's crazy because I'm not from Charleston. I really didn't have a network at the time, I didn't even know anybody. I moved here and I was a stay at home mom who taught step aerobics Like I had no inside like network or circle of influence.
Speaker 1:But you know, sometimes that's not a bad way to start fresh right and you meet people that way having. To get out and pound the pavement to find clients.
Speaker 3:Yeah. So you know, I started selling ads at Skirt and I think that's really helped in positioning me for the role that I have now, because I've been on both sides of the aisle. You know I've sold media and I now, you know, help create media. So it's two different sides there.
Speaker 3:I had a really, really great run at Skirt. I loved every minute of it. I worked there for about eight years, I, you know, moved up from ad sales rep to associate publisher. I eventually got the privilege of being the publisher after Nikki Harden, who is the founder of Skirt, retired. You know she made an amazing, wonderful product and I'm so glad that I got to be a part of that story. And then it was time for me to go. The company that Nikki had sold the magazine to they had, you know, we just sort of had a difference of opinion on what direction the magazine should take and I decided that it was time for me to go and, ironically, jessica Monday, who is the founder and CEO of trio, she had trio, had some clients that would run ads in skirt, and so I did the typical.
Speaker 3:You know, when you leave a job you kind of send out that like email from your personal email that's like I'm looking for a job and I did not have another job lined up.
Speaker 3:And so Jessica received that email that I sent out to a small group of people. And about two weeks after I left Skirt, I got a call from Jessica and she said hey, would you like to have lunch with me? And I was like sure. So I went and I had lunch with her and she said you know, I'm doing amazing things at Trio, but I need help running this. I want to scale it, I want to grow it and you know, would you be interested in coming and helping me run my agency? And I said yes, and here we are, seven years later. That's amazing.
Speaker 2:That's a big difference from working at Skirt Magazine and doing that versus helping build a marketing agency. What? Was that change of scope, like for you.
Speaker 3:It was actually very exciting. You know, I truly believe that to be successful in this type of business, you have to see change as an opportunity and not as a threat, and so I really embraced it. Jessica is a wonderful, wonderful business owner and just a great boss. She cares so deeply about the team and about our culture and she wants you to have the professional development that you need. One of the things that she invested in me very early on was a leadership coach. That was a game changer for me. It really helps you identify all of your blind spots, which a lot of them are more blind than you think they are, and so you know that helped me to be able to cultivate these relationships, to be able to step into the role of president, cause I was not hired as the president, I was hired as the COO and she was the CEO and president. And then, over time, you know, we hired another person here and another person there, and in the seven years that I've been here, we have doubled in size, meaning our team.
Speaker 3:And we've also doubled in revenue.
Speaker 1:Well, that's important too, and we did it together.
Speaker 3:I certainly do not take all the credit for that, but we truly are something special. I do think of us as the dynamic duo for sure.
Speaker 1:So, for the businesses that are listening to us today, jenny, some of them will always and I've been marketing since I got out of college a very, very, very long time ago, so I always knew I actually went to school for marketing is what I wanted to do, because I was always kind of that person that was out there and whatever. But there are still businesses out there that say I don't need marketing. Yeah Right, so before we even tackle that subject, which is-.
Speaker 3:I've got a lot to say about that. A very unsmart way to think, by the way.
Speaker 1:We keep talking about Trio Solutions, so take this opportunity to let our listeners know what type of services your agency provides.
Speaker 3:We keep saying full-service marketing. What does that mean? That's a good question.
Speaker 1:And let's explain to them the importance. We'll do that first, and then we'll tackle about why you need marketing.
Speaker 3:Yeah Well, for us, full service means we do a little of a lot of things. A lot of times I even shared, as I was telling you kind of, my coming up story. I used the word advertising. Marketing is not synonymous with advertising. It's so much more than that, especially now where we have all of the technology and this entire like you know, user experience and customer experience and all that the world is offering us.
Speaker 3:It's not just oh well, do you have a logo? Oh, do you have a tagline? Oh, do you have a website? It's like what is? Every single thing that you are putting out into the world is some sort of message, and if you're putting nothing out, that's also a message. So when you talk about full service, it means not just we do all of the services that fall under the giant umbrella that we would call marketing, but it's also full service in the relationship and the way that we want to come alongside and partner with our clients and our colleagues. And so for us, ideally like an ideal client for us is someone who really is looking for someone to collaborate with and someone that wants to have a plan, and we want to execute that plan together and be adaptable and change and optimize and monitor and do all of those things. I'm not a fan of the spaghetti model. It doesn't work for the weatherman, it doesn't work for marketing. Just throw stuff at the wall and see what works.
Speaker 1:That's an old lady term that we use.
Speaker 3:All right, I just say it in myself. I'm sorry. I knew exactly what, Jenny meant but the younger generation might not. That's a great question.
Speaker 2:Darius, because now everyone else would need to know the answer to that question.
Speaker 1:But that used to be the way marketing was, like all right, you'd sit down with a client because I've been on kind of both sides myself and it would just be like, well, let's, let's just try everything and see what works now. And how ironic, right that all three of us are in the marketing industry which I think is great, which I'm so happy to be here today, but now it's so it could be. It's so targeted, it's such a collaborative effort with the client.
Speaker 1:I remember just sitting in a office and the and the advertising agency would come and just present stuff to us, Um, and my boss, boss, boss at the time would be like yes, no, yes, no, I mean, they never asked us right back in the day, that was, if she was able to do their job to come up with it. So I love that you brought up how important it is to be collaborative with the clients.
Speaker 3:But well, and also back in the day, you didn't have access to the data like you have today. Now it was kind of like all right, yes, there was some information on how many cars were on the road if you had a billboard up, or what the circulation or the readership was If you had, you know, a print ad, or what the listenership was if you had a radio ad, all those types of things and the reach, but nowhere near what we've got access to now with data. And of course, there was no social media and you know that's just another total animal.
Speaker 3:So it's interesting. It's come a long way, but I've enjoyed watching this evolution, you know, and I think it's really cool to say that we are part of something old school and something new and innovative and exciting.
Speaker 1:So so what are you going to be your old school? Yeah, I know we'll get a meeting again here in about 20 years.
Speaker 2:That is so funny, but but seriously, let's touch base about this question about marketing too.
Speaker 3:Back in the day they used to do this spaghetti model.
Speaker 1:That is so funny. But seriously, let's touch base about this question, about marketing too, because I've unfortunately met many businesses in my career and recently too. I'm just going to build it and they're going to come, and if they don't, then they're silly, and whether it's budgets or old fashioned belief, whatever it might be, I try my best to explain that that's just not the way that it works and, of course, you both know this, being in the marketing world. What are some tips and I'd love to hear from both of you actually tips on what we can share with our listeners, maybe besides hiring an amazing marketing firm? We're going to touch base about that later, but what are some things they could do on their own, perhaps that are easier to do for people who are not so marketing-minded?
Speaker 3:Yeah, would you like to go first, I guess.
Speaker 2:I would say the first thing would be just to educate yourself. I've come in contact with businesses and they don't even have the understanding of what a marketing strategy is or how to go about creating a campaign or even just a design aspect and why all of those things are important in marketing as a whole and even getting that message out. So I would always tell people educate yourself. Probably go on Google and just do some research just to have a basic understanding, because when you're meeting with a trio solutions, for example, that would help them better understand how to help you and to get your story out there and have your business grow yeah, no, I totally agree.
Speaker 3:You know, I always tell people like ask the pros. You know I might be a pro in marketing, but I think Steve Forbes is a the pros. You know I might be a pro in marketing, but I think Steve Forbes is a pretty good like. You know. You should take, take advice from him. I think Forbes is sort of synonymous with money and most people are, you know, running businesses. Yes, they want to make an impact and they want to make a difference, but they also want to make money.
Speaker 3:Even if you're a nonprofit, you still have to run that like a business and you have to have money to be able to make a larger impact and serve the community. So, but Steve Forbes says that the single most important investment you can make in your business is your brand period. And so what people don't realize is that your brand is not just oh, did I run an ad or am I on Facebook. Your brand is also how people answer the phone, if you have a brick and mortar, the experience that they have with your salespeople, if you are mailing them something, or if they're purchasing something from your Shopify website. It's the packaging, it's every little aspect of any interaction and engagement that someone has with your business. That is what marketing can capture. And so you've got to at some point, whether you're using a professional agency, whether you're using a professional agency, whether you're trying to self-implement and do it yourself and lots of people can do that and be successful or whether you're not doing it at all, you're still marketing.
Speaker 1:Well, and also in the age of social media, one bad review, one bad note about either your restaurant or your store, and everything goes viral and it can really affect you. You have to be prepared to handle all those things.
Speaker 1:And again, I've talked with some people who are like, oh, I don't read my reviews or oh, I don't, and I'm like my mind is blown. I said how do you expect to be successful and still be around in a year if you're not addressing anything that's important to people, and especially in Mount Pleasant? We all know there's lots of choices in this town and so you know I could go to restaurant A, that I've always had a great meal and this, and that you know the service is great, the reviews are great. Or I could go to restaurant B, which is the opposite, and I choose to spend my money at A. I'm not going back to B.
Speaker 1:Yeah, is the opposite and I choose to spend my money a day. I'm not going back to be, you know, and I think people just assume, oh, people are just going to come in. It's not the way it works anymore.
Speaker 3:It's not, and you were asking, like you know, what are some tips or some tools that people can use, and I think even with when it comes to reviews and being open to hearing what the consumers are saying about your business, especially on the local level. It is really important and there's so much out there. You know, I'm not even sure if we're going to get into the whole AI conversation. I feel like it's.
Speaker 1:You know, that could be a whole other podcast, I think it could but Part two of your finale is AI.
Speaker 2:Yeah, yeah.
Speaker 3:Well, there's probably AI out there that we wouldn't even have to show up.
Speaker 1:and yeah, Well, there's probably AI out there that we wouldn't even have to show up and we could just have a podcast, Brian find my voice on AI and let's just ask it some questions Exactly.
Speaker 3:But the reason I say that is because it is really amazing the capabilities and the opportunities for people to come out and do things on their own, and we have vetted a lot of those.
Speaker 3:I'm sure you have too, and we have vetted a lot of those I'm sure you have too. You know. It's the canvas and the sites where you can build your own website and all of the tools and technology out there. But the one thing that we've noticed at TRIO when people have come to us and said, hey well, I did this on my own, or that has professional knowledge on how to use that, and so those are a great, great start starting point for people. It's a great opportunity for folks that might not have a huge budget but they still. I highly recommend that they partner with somebody. It doesn't mean you have to go hire a full service agency like Trio, but partner with somebody, like when you talked about educating yourself so that you can get the most out of that tool that you're investing in. That's really where you're going to see the differentiator, because everyone's trying to use those tools, everybody's trying to do those things are you seeing um in your time at trio um, especially nowadays, like you talk about the canva and ai?
Speaker 3:are you seeing?
Speaker 2:similarities in like the challenges that those businesses are having when they're saying oh. I did this logo by myself, or I did this website quickly by myself. Do you think that's a challenge when? They're trying to like, differentiate themselves Because, like, a new business is started every day.
Speaker 3:Yes, I do. I think that for the businesses that are a little more scrappy and they and they survive and they make it through that, like you know, sort of volatile time of trying to be successful, a lot of times what we see is then they come to us and say, okay, well, I'm ready for a rebrand right or I need a new website because what they did in the beginning it's kind of like a house of cards, you know it.
Speaker 3:It's not going to sustain them, it's not going to help them really scale their business or take it to the next level. It was maybe like what they needed to do to get that starting point and you know there is. There's always a good time to partner with someone who's professional in marketing. It can be before you start, like in that you know, ideation phase. It can be in the startup phase. It can be you're five years old, it can be you're 25 years old. In the business there's always an opportunity and a need to have professional partners.
Speaker 1:I also think it's funny. We were just saying before how important the brand is. Right, I mean, that is everything is the brand. And for some companies who incorrectly think that they can make the perfect brand or their perfect logo and I'm not saying anything bad about all my company, I love all my businesses what I'm saying is that this is that from the start, to me is the time to get the professional help. Yeah, Because also, you could put something out there and maybe not have the ability to do an appropriate Google search to find out does somebody else have that logo, Does somebody else have that name and are they right down the street? Yeah, you know. And so starting from the beginning to me makes the most sense. But I understand that, you know, maybe they could start and then figure out that they need a little refresh.
Speaker 3:You make a really good point, because the reality is is that there's a lot more that goes into having developing that brand besides just the logo or even the name, and you're you do have to register with the secretary of state and you do need to make sure that you know the URL is available and the social handles are available and that there isn't someone else with the same business name. You know, even in another country. You know that that can be the case now, especially with access to the internet like we have and everybody being able to do business globally. So, yes, you're absolutely right. In a perfect scenario, ideally, people would come to us first and let us help them understand. Why are you in business, what is it that you want your business to represent and how can we best communicate that to the audience that you're trying to target?
Speaker 2:So how would, I'm sorry, go?
Speaker 1:ahead. No, I was just going to say I was going to tell a little funny antidote. I went to type in to find an Instagram account. Not that long ago, I missed one letter and it brought me to a site that nobody wants to go to.
Speaker 3:We've all had that Right.
Speaker 1:So I mean be careful, I mean you know, look into that stuff. I mean I only missed one little letter Right, so we always want to keep that in mind.
Speaker 2:I didn't mean to interrupt Darius, I was just thinking about that the other day and kind of popped on.
Speaker 1:I'm like, are the alarms on my computer? My corporate security gonna go bananas. I didn't mean to type this in.
Speaker 2:I was kind of give a little bit of background and a description on what branding really is for those out there who do have a business and I hear all these buzzwords like branding and marketing and SEO et cetera. But what is a brand?
Speaker 3:Yeah, that's a great question. I mean, the brand is basically the essence of the business. It is when that entrepreneur or that group of people or that you know other business decided hey, we're going to, we have a product or a service that we are going to bring to the marketplace. In addition to that, you can have a personal brand, but we'll put that to the side for a second, but really it's the entire package. So it is the name, it is the way that it makes someone feel, it's the emotional response that you want people to have when they hear your brand, engage with your brand or interact with your brand. It's the visual aesthetic of it, it's the tone, it's the voice, it's all encompassing. It's really how you show up in the marketplace, how you want to speak to people, and you really need to have alignment with the values of your brand and yourself, Because if you don't have any kind of synergy with what you want to open as a business, you're going to find it, I believe, a struggle to serve those people, Because what we see time and time again is people come into Trio and they want to put their personal preference on whatever it is that we're doing A billboard design, you know a color palette, a font choice and it's like okay, if you are a 50-year-old woman and you like this, you know more feminine style font, but your product is serving teenage boys.
Speaker 3:It doesn't matter if you like this, you know more feminine style font, but your product is serving teenage boys.
Speaker 2:It doesn't matter.
Speaker 3:if you like that, you know what I mean, and so I think people need to realize that the brand is the message that you want, how you want to be received in the world how the company be received. How the company be received. Not the personal or the product? Yeah, Exactly.
Speaker 1:Well, I've always said people always ask me all the time because I've been doing marketing so long about sales and things, Because I've been actually working in shopping centers my whole career and so I was lucky enough to find something that I adored, right. But I would not be successful if I had to sell staples or recording equipment, Like something that doesn't interest me. I couldn't sell. And it really is exactly like. It's the same concept, thinking that just because I like it doesn't mean you like it. That's right, and if you want your business to be successful, you need to make sure it's targeted to the people that you're trying to sell it to.
Speaker 3:Yeah, I would say, like my three fundamental things that are so important. Like when developing something like that, whether it's a brand or marketing campaign or initiative or anything, is like knowing your why we do a great, we offer a great service. It's like a one day workshop where companies can come in and we can really help them do a deep dive to understand, like, what is your mission? And if you don't have a mission statement, it can be like what is your cause, your passion? Like why do you exist in the world? And then it's like from a value standpoint.
Speaker 3:A lot of people say, well, we're a values-based organization, or they may have their values like on you know, a plaque on the wall or something like that, and that's really important.
Speaker 3:But the whole point of the values is to make sure that the internal people that you're working with and the people that you serve, there's alignment in those values, because that's how you hire, that's how you fire, that's how you make decisions, that's how you do you operate your company.
Speaker 3:So you have this like outward facing mission or purpose that you're emulating to the world, but then you have this values in the system and the way that you operate behind closed doors. That then spills out to how the world receives that mission that you're trying to accomplish. So we do a mission, vision and values workshop where we will bring clients in and we'll say, and it doesn't matter Again, hopefully you're doing something like this from the get-go, but a lot of times you're not. And then you realize, hey, why are we struggling, or why are we missing the mark, or what could it be? If you can really solidify those things, it helps with your messaging, because you just keep referring back to that, like, stay in your lane. You cannot be all things to all people, and I think sometimes that's what people try to do, and they try to serve and pivot and do all these things and it's like no, be true to what your brand is.
Speaker 2:I think that's really important, especially once you come up with this is what my brand values are. This is the look, this is how we communicate and just being consistent. I think that's a that's a big thing that I've seen working with companies and just that consistency to what our values are.
Speaker 1:If you keep changing too much, I think people either lose interest, they don't really know what you are or what you're trying to say and that could be annoying and frustrating to potential customers like me. I'm like is it a car dealership or is it a moped store?
Speaker 3:Whatever, it might be.
Speaker 1:And you can't do that. Like Darius just said, it's that consistency that's really important.
Speaker 2:I'm sorry, go ahead.
Speaker 1:No.
Speaker 3:I was just going to say. I mean, we've all heard that statement, Like we have the attention span of a goldfish or something. I have a net, mine's a net you know, goldfish is a little better looking, I think, but you know that's what? Seven seconds or something like that.
Speaker 3:And so you have to be careful because, yes, you want to make sure that you're captivating the audience, but the way to do that is that brand recognition, brand recognition, and if you're constantly changing, and you're constantly utilizing mis-utilizing tools like the canvas and these other things, where you're just opening it and going, oh that's a cool template, I'll use that, and then the next week you go to do your social media like that's a cool template, let me use that. The two have nothing to do with one another and you're just causing brand confusion and you're not building a loyal customer base and you're not building people that are going to be your best advertising source out there, which is referral and review, and so if you can't build that, then you know you're going to get a negative shock appeal, kind of like Kathy going to the wrong Instagram account by accident.
Speaker 2:It's like oh, I thought this was a fishing company but none of the posts don't even look anything that that fits that brand. So um just piggybacking off of that. What can somebody do to establish you know, this is my brand, this is my marketing, this is how I communicate. How do they go about establishing that?
Speaker 3:yeah, I think you really have to take the time there. There's a lot of you know DIY things out there. But if someone were to come to us from the startup phase and say, hey, we want to develop a brand, we start by doing something we call a discovery call and you really sit down, there's a questionnaire that we send to them ahead of time and really make the person think, because here's the thing the business owner needs to know the brand better than we do. Right?
Speaker 3:And sometimes people come and we ask them questions and they're like well, I don't know If you don't know how do you expect the customers to
Speaker 1:know Right.
Speaker 3:And so, of course, we want to be a sponge, we want to learn as much as we possibly can about the industry of whoever the client you know that we're serving is in, but they have to be able to come and be able to articulate and identify what it is that they're doing. So I would say, in the brand development phase, the number one, most important thing is to really understand what problem are you solving. Why are you creating this product? Why are you creating this service? What does it do? What does it mean? What is the impact that it can have? Who is it going to help? Who can you serve? If you can get really crystal clear on those types of things, then that gives you the foundation to start building things. Okay, well, we know why we exist, we know what problem we solve and we know who has that problem that needs us to solve it. Now let's go find those people, let's go talk to them, let's see where they're at and what platforms they're on, and that kind of stuff.
Speaker 2:And even in that, let's say, we establish, I come in and I have all those things figured out. I think the next stage of that is why having a professional is so important, because when things change in the market, you need somebody to help you navigate. And then like, how do I stay consistent to who I am but then pivot a little bit just so that I'm staying in the right lane like I don't like, for example, I don't want to be political, but like wearing a red hat had a different meaning once that occurred. So just how do you navigate? Just the little things yeah.
Speaker 3:Well, I think the next phase after that is really your name. You know, like, what is the name that you're going to use. Sometimes there's a whole process in just developing the name of a business or an organization. And then it's like, what is the visual identity which we talked about, which is all those aesthetics, colors and fonts and logos and all of that cool stuff. And then it's like, okay, where do you want to have a presence off? And then it's like, okay, where do you want to have a presence?
Speaker 3:And I think, for as far as the navigating part, you really have to establish where you want to be. And then you got to pay attention, you really have to listen and you can't just set it and forget it. You can't be. You know, in marketing, autopilot is not a good idea. So many times people will come in and say, well, yeah, I'm running Facebook ads or I'm running Google ads and they're just, they're not, you know, maintaining it, they're not monitoring it and they're just letting it run on autopilot. And in the beginning that might work well for some folks, but I do think that there's always opportunity, and especially with these technology platforms. They're changing the algorithms, they're evolving, they're changing the specs.
Speaker 1:They're making it so much work now to get your ad, even though you're paying. They're making it so much harder to get your ad seen.
Speaker 3:And if you, just one thing that we are finding a challenge right now, especially in serving our clients, is if you're on the social platforms. There's so many different specs. You could have an ad in stories. You could have an ad in reels. You could have an ad as a static post. You could have an ad in reels. You could have an ad as a static post. You could have a carousel, you can have all these things. But they all require different specs and what happens is if you just put them in there and you don't pay attention to that or the character count of how many words you're allowed to have in that post. They just changed it. It was 125 characters, Now it's 80 characters. So all these people that have messages out there that were 125 characters long, they're being cut off and truncated and if they don't know that, then they're out of luck.
Speaker 1:But do you remember when Instagram first came out, and it was I don't know, it was like one or two lines. Remember, like that was the big thing.
Speaker 3:It was just like the best thing.
Speaker 1:It was photos only, actually, yeah the best thing about Instagram was it was only pictures and like people would only write like a sentence.
Speaker 2:Yeah.
Speaker 1:And then I guess whatever changed. And now I mean, some of them are like almost novel length. But you know, I'm speaking of like keeping up with all these new things though, because when I started there was none of this obviously. I mean, we didn't even have email.
Speaker 3:Anyway, that's how old I am. Oh, I picked up the phone a lot. Yeah, of email. Anyway, that's how old I am. Oh, I picked up the phone a lot. Yeah, I did a lot of the phone, um can't relate.
Speaker 1:Have you heard or can you share anything that you've heard about um any kind of new future marketing things that that are coming around, like you know. I know TikTok is.
Speaker 3:I can't watch it. I can't, I can't yeah, I can't do it well.
Speaker 1:I can't do it. Well, I can't do it, but I think even outside of social media.
Speaker 3:You know there's a lot even better.
Speaker 1:Please, anything outside of socials even better.
Speaker 3:Well, I think we've also seen the commercials, that there's a lot of this AR and VR technology out there which you know, to be honest, we have not dabbled a lot in that. Keep in mind that the things that we see out in the forefront and the cool Apple commercials that we see, or the Super Bowl commercials or the amazing interesting things we see on TikTok, those are the early adopters, right, and so we're not going to get into the whole college-level marketing course, but most people it's going to take quite some time for them to get caught up to that. Even AI, you know, yes, a lot of folks are using chat, gpt or some version of that to do certain things in their work, but there's so much more opportunity there and the average my husband doesn't even know what that is Like, you know. So I think it just depends on where, what industry you're in and what kind of job you have if you're implementing those tools. But I guarantee you, you know more than half the planet isn't using this stuff, and so, when you think about it in that regard, there's still a long way for us to go.
Speaker 3:But I do think that. I also think you know how long now I'm giving a, I'm admitting something I prefer to talk to text. I don't like to type. I kind of am going blind. My thumbs are big and weird and I'm always like then I get autocorrect and then I'm like calling my daughter Gracie gravy and it's just like it's not, it doesn't work out, so I talk to text. But I think that's just one small example of like being able to do voice activated commands. You know the whole chat bot thing, how much that has evolved and how much smaller, better and adaptive and predictable those things have gone. So I think it's taking the stuff that we have like, when you say futuristic, I know it's coming.
Speaker 1:We've seen the Apple commercials where we're just going to walk around like Iron man and have you know, are they really going to implant it in my head or something that might hopefully? We're doing it yeah, I'm not going to be around for that or something that might hopefully we're good, yeah, I'm not going to be around for that.
Speaker 2:I really, really don't want to be there. I'm biting that as long as I can.
Speaker 3:That could, that could be a possibility, but I'm just talking about the fact of being able to see. You know you don't need to look at a little tablet or a little phone screen.
Speaker 1:Anymore it's. I don't want to know anything about this. That technology definitely exists, it probably exists, right, it does exist, and it's right on our heels for sure.
Speaker 2:But I still think we got a little runway before it's. We do we better, and it's not accessible for everybody. That's the other thing too.
Speaker 3:It's kind of like a Tesla or a rocket ship. Ride to the moon? Yeah, you could go, but it's not accessible to everybody.
Speaker 2:That's not realistic, it's not mainstream, yet no not at all.
Speaker 1:That's a lot. That's pretty heavy.
Speaker 3:It is, it is but it is but you also. There's one of two ways we can look at this right. Well, people love it. Listen, I mean.
Speaker 1:I work in a shopping center, so my target market would love that more than life itself, and they probably actually love just being able to walk into a store and point at something and have it thrown in their car. Whatever, we can do with this, because that's the Asian, it's like Amazon.
Speaker 3:That's exactly what I was going to say. When you go to the airport, you just like. I just did it the other day for the first time. I don't remember when was I flying out of. Anyways, I went in and it just says scan your credit card. And you walk the store, get whatever you want and you just walk out and it automatically yeah, takes it out of you. I did that for the first time the other day. Chicago how to feel I was in chicago it was weird, weird.
Speaker 1:Right, it was weird, but it was kind of like I don't even like self-service because I feel like I'm not paying for oh, I love you, I'm sure, yeah, I mean well, it is quicker, it is much quicker I'll do it with a lot. I just take my big buggy in, so see, I just feel bad for the people being paid that they can't, they don't, I don't well, I used to work bring up my groceries.
Speaker 3:For me the good news is is that this has been happening since the beginning of time, where things will evolve and it does seem like wow, you know, robots are coming for our jobs or whatever these things are, but no, we just come up with new jobs. You know what I mean? And that is literally the history of the human world.
Speaker 1:Well, we're almost the same age. I'm a little older than you, but I remember the first cell phones, yeah.
Speaker 3:Right, I mean not the big, gigantic ones, the ones in the back.
Speaker 1:My husband had one of those because he's a little bit older than me. But I mean, literally they went from big to small to big to small, getting the first one that I could touch and it just kept ringing all the time because I kept hitting it on my ear and like the progress that was made, yeah, um, in the last what I guess 25, 30 years, whatever long it's been. And now look at us.
Speaker 3:Yeah well, I guess those were dumb phones.
Speaker 1:Right now I mean, everyone just takes it for granted now like back then it was a huge. I remember having a cell phone.
Speaker 3:My mom wanted me to get her one and I was just like what do you want?
Speaker 1:a cell phone? Why, you know? I just want to be hip and I'm like okay yeah, well now it's beyond being hip exactly.
Speaker 3:You can't function without it to live. I know it is sad I would.
Speaker 1:I was on a cruise and I was so upset because I, when I went on vacation, I like to not be connected. I I leave my work phone at home. I have two phones. I have a work phone and my personal phone. I leave my work phone at home. I have two phones.
Speaker 3:I have my work phone and my personal phone.
Speaker 1:I leave my work phone at home. I have my personal phone. I don't put it on, except I had to check for the cats, and that was really the only time I used it. I went to go have breakfast at one of the restaurants and I had to make a reservation through the app on my phone to have breakfast. You can't be unplugged anymore. And I looked at the woman. I'm a nice person. I looked at her and I go. I'm like wait a second. I said, but I'm on vacation, I don't want my phone. Like I'm here and she goes. It's the only way we can get you. I had to go back to my room, get my phone out of the safe, because I don't even carry it with me.
Speaker 3:Yeah, and make a, so that kind of stuff. Good for you, though, for unplugging like that.
Speaker 1:Well, I have to, or else I'll just lose my mind. But those technology, I mean that's that's, that's what's working right now though. And and it does, really as a marketing person, I mean it, it helps. I mean these, the, the way, the way, the way the world these days of getting your word out and your brand out. It's amazing, actually, all the different ways that you can do it and get it out there. But if there are, like I don't know, your top three tips for a new business, jenny, about getting things started or, you know, just getting the word out.
Speaker 1:Do you have any insight on that? Or what would you say would be like the top three things a company should do?
Speaker 3:Well, I do think in this digital age, it really depends on you know what it is the service or the um product that you're launching. But I will say what is the first thing? When you hear about anything, what's the first thing you do?
Speaker 2:google google google it.
Speaker 1:That's right. Can you believe people? People are not on google yet. I mean, businesses aren't on Google. I said I tried to Google you and they're like, oh yeah, we've got to work on that. I'm like you do that before you even do anything else? You get yourself on Google.
Speaker 3:So I do believe that that is just. It has become second nature for us that everyone, no matter who you are, what your background is, what your income level is, whatever it is, the first thing you do is you Google that. And so I do believe that having a website, even if it's a web page, even if you don't have something that's, like you know, really robust and fancy, but something that's done well and really speaks to okay, like I said, those three things know your why, know who that audience is and have some kind of plan. Like I said, those three things, know your why, know who that audience is and have some kind of plan. I think you have to do. Do that.
Speaker 3:I actually am more of the fan of let's have a website before we have the social media. I know there's a lot of brands out there that they just exist purely on social media, and that's okay too. But if you're doing that, make sure that you're doing it well. Make sure that you're building credibility. Make sure that you're doing it well. Make sure that you're building credibility. Make sure that you're responding to your customers. You know whether it's through DMs.
Speaker 1:That's a full-time job too. I mean a full-time job Social media management.
Speaker 3:That's another thing that I think people don't realize. They say oh well, we want someone to run our social media. That's time-consuming, it's more you just make posts, then you're not. People forget that the word social comes in front of media. It's not. Hey, let me just throw up everything that I want to say about myself and hope that you like it and do something.
Speaker 2:That's not social media, that's not how it works.
Speaker 3:It's a two-way street, it's a relationship, it's reciprocal, there's engagement and you've got to be involved in that. Just posting and if you think that just doing organic posts it's going to do anything for you, that those days especially if you're not, like you said, being social hiking other people's posts commenting exactly um, and you've got to be creating engaging content, you know do you know?
Speaker 1:I mean, it could take a day to do a five second reel depending.
Speaker 3:Yeah, sometimes, um, I do think that there's also an influx in. You know, I have a lot of great friends that are influencers, but I do think that influencer marketing is something that, when you talk about the future, I do think that that is here to stay for a while. I think that's going to continue to grow and evolve. You know, whether that's hey, we want this influencer to come and, you know, have dinner at our restaurant and talk about it. Or wear our clothes and know, show, show the pictures or the videos out on the town. I think that that really does have a large impact on followings and audiences.
Speaker 3:So I think that's so just to kind of go back.
Speaker 2:I know you didn't go to California to be an actor, but if you could pick an actor or actress to be an influencer, marketer for, let's say, trio.
Speaker 3:Oh, yeah, I know that for sure and I hope you I hope, when I say this, you know who he is. You're in marketing, so there's a good chance maybe I would pick. I would pick seth godin you ever heard of. I do know seth godin, yes he's kind of like well, these days he's probably the grandfather of marketing instead of the father father of marketing. Sorry seth, like you'd ever hear this.
Speaker 1:Hey man, we're going to send a message. We'll tell you Come on, Seth, Listen to what Jenny will tell you.
Speaker 3:We'll tell you about you, no but he wrote a lot of really influential marketing books that, like I said back in the day, before we had podcasts, before we had webinars, I had to consume my marketing knowledge by reading an actual paper book.
Speaker 2:Yeah, Wow, you can believe wow.
Speaker 3:Yes, exactly, and so I. He was very influential to me. I know Jessica does too. We actually have a couple of books that we require our team members to read as a part of, like their onboarding process, and so, you know, I just think that he really understands like the behaviors of consumers, as well as what it takes to be a good entrepreneur and a smart marketing person, and so, yeah, if he like, if he gave Trio a review or if he gave us a referral, that would be like we have arrived.
Speaker 2:Do you have a favorite self quote?
Speaker 3:I don't necessarily have a self quote. I don't necessarily have a self-quote. You know, I definitely have some principles that I try to live by. You know, TRIO, we run on something called EOS have you guys ever heard of EOS?
Speaker 3:Yes, so, okay, that's okay. Eos stands for Entrepreneurial Operating System, and it's basically a system that was devised to run small businesses. It's not necessarily just for the marketing industry. You can be in any industry. There's over 250,000 companies worldwide that are running on EOS, and it's something that Jessica and I made the decision to start doing a couple of years back. But EOS sort of has this principle when you talk about how you run the business, and the whole point is to gain traction in the business by looking at these six key components and I won't go too deep into that but they do have a mantra about living the EOS life, and the EOS life is doing what you love with people. You love being fairly compensated and having time to pursue other passions.
Speaker 3:And I feel like that's a really good. You know, nice, like people talk about work-life balance. I don't think that work-life balance is actually a thing these days. I think it's like work-life integration. You know, I don't know about you guys, but I would be lying if I said I'm not working when I'm waiting in line at the grocery store or I'm not doing it.
Speaker 1:It just makes it easier to check right.
Speaker 3:And you don't have to worry about it later but it also gives you more freedom and flexibility to travel, to do things, to be there for your kids or to walk your dogs. We have tons of young folks in our office that they like to leave at lunch and let their dog out, or you know those types of things. So I think you know it's really important to to have that sort of center of gravity where you're like, okay, this is, this is why I get out of bed in the morning, this is why I do what I do. I do love what I do, and I think that is really important. I've been super blessed to have two really amazing jobs that I've. I've just enjoyed so much.
Speaker 1:You've mentioned before the word entrepreneurial. We were talking before the podcast that you're, I don't want to say it incorrectly. How are you involved with the Harbor? Yes, Entrepreneurial group and you said, you had something there for small business.
Speaker 3:We do so. We were actually the very first tenants at the HEC when they opened it up on E Wall Street. We love it. I kind of call it like adult college.
Speaker 1:I saw some guy like skateboarding in the parking lot the other day.
Speaker 3:Hacky sack, yeah, one of those days, hey you'd be surprised, but there's all sorts of cool industries. I heard the other day that we've got 60, 61, 62 different companies in that building, which is amazing. But Trio was the first one and we're one of the larger ones, and so we kind of have our own little wing up on the second floor the larger ones, and so we kind of have our own little wing up on the second floor. But we took one of the spaces that we leased and we converted it into this really cool creative lab where people can execute and bring their visions to life.
Speaker 3:Whether they want to do something like this, you know, record a podcast, whether they want to take product shots or headshots for their website or their social media or their content, we can do video. We can record, you know, like talking head videos. We can record videos for nonprofits, we can do all sorts of reels and TikToks, and it's really meant to be for someone like okay, we're very fortunate that we're sitting here in this professional space and we have, you know, professional talent that's able to do these things for us. But this is not accessible, right? Everybody can't just come to the Charleston Radio.
Speaker 1:Well, that's because they're not the Mount Pleasant Chamber of Commerce. That's why. But if they join the Mount Pleasant Chamber of Commerce, make sure you see us about membership Continue.
Speaker 3:Yes, but there's a lot of you know the COVID.
Speaker 3:Really, we saw a huge resurgence in the freelance population, and so there's a lot of folks out there that want to be able to produce content and they don't have the means or the resources to do it, and so we saw this as a need for some of our own clients. But then we saw the opportunity to open up to our community, and so it's a great resource that we have at the Harbor Entrepreneur Center. We are doing a soft launch for this coming up very shortly. We will definitely be sure to share it with the Mount Pleasant Chamber, but there will be a web page. We will follow our own advice. We will have the right web page and the right social media and all of the things, but it's an affordable way for people to do that. We've soundproofed it, we've blacked out the windows. There's no artificial light. We've brought in all of the equipment that you need. So really all you need is the vision and the ideas, and even if you need help with that, you can hire us to help you do that.
Speaker 3:Well, I was going to say please make sure you let our listeners know how to get in touch with you to learn anything about TRIO is to go to our website, which is TRIO-Solutionscom, and you can also follow us on social media at TRIO Solutions. You know we're on all the platforms there and you can get my email and my cell phone number and all of those things on our website as well. On our team page we have the bios of all of our people and contact information and you know I might not be the one you want to talk to. We have lots of other very interesting people, probably more qualified than me in a lot of areas. So, yeah, it's a team effort with Team Trio, but the Creative Lab all that information will be out on our site as well. That's great.
Speaker 2:Yeah, fantastic, jenny. What are you working on now, or what do you have coming up?
Speaker 3:Well, I'm on now, or what do you have coming up? Well, I'm so glad that you asked this because it really resonates with mount pleasant. We have had this, just the honor to work with the town of mount pleasant, and we are currently in the beta phase of building the travel and tourism website for the town of mount pleasant oh wow, that's fantastic it's a really fantastic project.
Speaker 3:we're super proud of it. Um ian, our web developer, i'm'm really proud of him. By the time this podcast airs, it will definitely be a live site. So that's exciting and we've really loved working, you know, with John over there and the marketing department. We love working with Matt and economic development. I mean we. The cool thing about Trio is we've been in Mount Pleasant for 23 years. We've never been anywhere else. You know no tree. Some of us I don't think actually none of us were born here, but we've all been here for a pretty long time and, you know, feel very proud to call it home and we really we love working in our own backyard.
Speaker 3:And there's a lot of opportunity here and we are open. We are open to it. You know we we can do small project work, we can do full service agency retainer work and you know everything in between.
Speaker 1:That's amazing. Well, again, with all the new businesses that are opening in Mount Pleasant, amanda, how many ribbon cuttings did we go to last year? Wasn't it a ridiculous amount? Hundreds, I mean, it's just it's insane. And it's great. But I love that we're able to talk to you, Jenny, to help out these new businesses that that may either just be starting out or perhaps are in a little bit of a slump, yeah Right, and, and you know, rebranding could almost be like starting over.
Speaker 3:Starting over. Or you know, if you just maybe you came out of the gate but now you can't get over the first hurdle, you know there's. There's never a bad time to consult and potentially partner with a marketing professional, whether that's a full service agency or you know an individual. I just, I really think that you know, if you're, if you're a business owner, you need to work with a marketing professional at least, at least once. At least once is right, once you see it you'll, you won't want to go back.
Speaker 1:Remind everyone of that website again. For me, yes, trio-solutionscom. Do you have an all-time favorite campaign, whether it's, I mean, not from your agency, but like growing up, or something that you're seeing, like anything that like I? For some reason, and I don't know why, but I loved the Pepsi campaign with Cindy.
Speaker 3:Crawford.
Speaker 1:I don't know why that was a good one, and it was so long ago and it was just the kids and the way. It's still, to this day, one of my favorite campaigns. Yeah, and I actually do drink Pepsi over its competitor, not because of the commercial, well, maybe.
Speaker 3:Oh see, I'm a diet coke girl through and through, but there are some really great and of commercial well maybe.
Speaker 1:oh see, I'm a diet coke girl through and through, yeah, but there I mean there are some really great and of course like the pepsi challenge was oh, that was fun, I love. The pepsi challenge is another one that makes me cry every time.
Speaker 3:It's just so I would say right now, because you like, you could chronicle back through the decades of how many amazing.
Speaker 1:So I should have asked you, maybe in the, maybe recently, what's your favorite one?
Speaker 3:well, right now. All right, I I am a sucker for a tearjerker commercial because I feel like that really resonates an emotional response with me and I am a tears of joy person, so have you guys seen that publics commercial?
Speaker 1:like they're amazing.
Speaker 3:I'm gonna start crying right now seriously with the girl and her mom. She must have gotten remarried and she has a stepdad and it like I'm getting chills on my arm and it takes through the whole thing and then at the end she's on her wedding day and she calls him dad, like I'm literally they do I gotta say they do an amazing.
Speaker 1:Yeah, I've seen this.
Speaker 3:Okay, this is good, because I'm a 50 year old woman no, I like it.
Speaker 2:If you, if this moves you, then they're really speaking. I didn't cry, but I like it, but you were, but you were moved, yes, you were moved.
Speaker 1:Publix has been doing an amazing job with their ads, I agree. Making them really hit right there, especially at the holiday time too.
Speaker 3:Yes, they do.
Speaker 1:Oh, my goodness, Do I miss my family during holidays when I'm watching those Do you have a favorite campaign, seriously.
Speaker 2:Recently or forever? Did you see the Doritos campaign where they didn't put their name in the commercial? Didn't they just use like a triangle shapes and like color and they show like cheese throwing up in the air.
Speaker 3:I love that. You know what makes that amazing. Talk about building brand recognition if you don't have brand recognition you can never do something like that there's only a few companies.
Speaker 2:I think that can actually pull that off, like maybe McDonald's with the ar companies. I think that can actually pull that off, like maybe McDonald's?
Speaker 1:Yeah, with the arches or something, but see now listen everybody. You build a brand so well that they could do something like Doritos and McDonald's, and that's what we're here.
Speaker 2:And you don't have to tell your name or anything.
Speaker 1:That's what we so amazing to have you on today, darius, amazing co-host, I'd like to thank everyone again for being here today, and especially my friend Brian Cleary, for putting up with me for 12 podcasts this year, and you better have listened to all of them by the time this one goes live and I thank you for letting me serve as your president for the past year. I really enjoyed it very much and you're not getting rid of me, I like to talk a lot, if you haven't noticed.
Speaker 1:So I promised, I promised I'd come back to co-host a few issues, a few podcast sessions, so you haven't heard the last from me. But, jenny, thank you for all this great insight. I know that our, our members will are going to completely take advantage of all the amazing, amazing advice and tips that you gave to them. And and please check out, jenny, check out a trio, trio dash solutionscom, see if they can help you out a little anytime. And Darius, a little bit another plug for our Darius Kelly designs, please. And Darius, a little bit. Another plug for our Darius.
Speaker 2:Kelly designs please. If you're looking for any help with design or marketing, please give us a contact dkdesigncom. And also I just want to give another plug to TRIO and also the Charleston AMA, which is another good resource If you want to learn more about TRIO. We have a great podcast interview with the owner, jessica Monday. That is another great conversation if you're looking to just learn more about how to grow your business and anything in the marketing and branding field.
Speaker 1:That's fantastic, guys. Thank you so much. So again, before we leave, thank you, Charleston radio group for being so good to us and, of course, everybody at the Mount Pleasant chamber of commerce. Um, if you want to be a guest on our show next year, you can go ahead and reach out to Rebecca and we'll see if we can get you in. Make sure you subscribe to all of our media channels Spotify, iTunes, YouTube, Instagram, Facebook and LinkedIn. Thank you for being with us today. Until next time, Mount Pleasant. Until next time, listeners.
