Bowling for Business: Marketing Lessons from Oscar

(This column first appeared on RIMOFTHEWORLD.net on February 28, 2011.)

By the time you read this column, the 2011 Academy Awards will be history. And while the events that unfold at each Oscar ceremony don’t affect most of us personally, there is much we can learn about marketing by studying the annual affair:

Image is everything—more viewers tune in to see beautiful people modeling glamorous fashions than because they care about who wins the award for best sound editing in a documentary. This might not be true if the dress code was “Come as you are.” Celebrities dress up (or down…remember Bjork?) because they understand the importance of defining, projecting and protecting their brand.

Entrepreneurs who understand this concept are able to leverage it for increased brand name recognition, customer loyalty and, ultimately, higher sales. When we sign a new website client at Mountain Marketing Group, the first order of business is to create or refine the client’s logo and slogan since these steps are foundational to effective advertising and public relations.

Membership has its privileges— while all members of the Academy of Motion Picture Arts and Sciences cast votes, only a small percentage receive invitations to attend the event. On the other hand, if you aren’t a member, your chances of attending are zip… unless you want to be a seat-filler.

This is also true for business owners and non-profit directors. If you don’t belong to the local chamber of commerce, you won’t be invited to mixers or educational seminars. And if you don’t attend business events, you won’t be able to hobnob. And if you don’t rub shoulders with people in the community where you do business, you won’t be able to build valuable relationships that might very well lead to business opportunities. Other memberships to consider include country clubs, professional associations and service organizations.

Networking is non-negotiable— in Hollywood, they call it “walking the red carpet.” In the real world, networking involves having actual conversations with real people who aren’t holding microphones or asking us who we are wearing.

Profitable business networking requires an investment of time and attention. When you attend a networking event, I challenge you to close your mouth and open your ears. Most of us prefer to spend time with good listeners than with people who never shut their mouths. American financier, stock-market speculator, statesman and political consultant Bernard M. Baruch summed it up well when he said,

“Most of the successful people I’ve known are the ones who do more listening than talking.”

Social Media matters—As soon as Justin Bieber gave a small clear box of his hair to Ellen DeGeneres, the Twittersphere went into overdrive, with nearly all of the 7,686,188 people who follow Bieber tweeting about the event as if it was the most important story in the world. The highest bid for the teen singer’s locks is currently at $12,000.

The Academy Awards’ ceremony is no longer simply broadcasted on television but streamed, celebri-tweeted, posted, blogged, checked in, stumbled upon, connected and fed to millions of eager viewers, followers, friends and fans. The reason any of this should matter to small business owners is that it’s all about buzz. If you want to take advantage of social media, don’t miss the groundswell. Create a Twitter account and set up a Facebook Fan Page for your organization. Today.

Everybody loves a party—more than the Academy Awards’ ceremony itself, I wish I could into the Governor’s Ball or one of the after-parties hosted by Elton John, James Franco or Madonna. It isn’t that I want to see movie stars up close and personal. It’s that I would love to dine on party fare prepared by the likes of celebrity chef Wolfgang Puck.

If you want to generate interest in your product or services, host an event and serve great food. Then, once your prospects have eaten, wow them with your professional offerings. People are more likely to respond favorably to sales pitches when they have happy tummies.

Nobody likes a windbag—the best Oscar speeches have been brief:

Jack Nicholson

I guess this proves there are as many nuts in the Academy as anywhere else.

Kim Basinger

I just want to thank everybody I’ve ever met in my entire life.

Benicio Del Toro

I won and I get to scream and jump a little. But I got to go back to work tomorrow.

Steven Spielberg

Am I allowed to say I really wanted this? This is fantastic.

James Cameron

I am the king of the world!

If you are giving your Oscar acceptance speech and the music starts, you need to shut up. The best advertising campaigns have also been brief:

Brylcreem

A little dab’ll do ya.

De Beers’ diamonds

A diamond is forever.

Florida Citrus Commission

A day without orange juice is like a day without sunshine.

Rice a Roni

The San Francisco treat

Florida Citrus Commission

Wheaties: Breakfast of Champions.

Enough said. Until next time, I’ll be Bowling for Business.

Bowling for Business: Insane Campaigns

(This column first appeared on RIMOFTHEWORLD.net on January 31, 2011.)

We used to spend Saturday mornings at the Denver Suds-n-Duds, where I played with miniature bottles of Borax and tiny boxes of Tide while my mom fumbled with quarters and battled the ramshackle appliances. Back then, I could sit for hours in front of the dryer watching the clothes spin. (Mind you, this was long before cable TV or the Internet.) So the delivery of our very first washer and dryer circa 1973 marked the end of an era. It also signaled the start of my disgust with all things washing-related.

An only child, it was my job to venture into our cold, dark utility room when the buzzer sounded, to check whether or not the clothes were dry. Why we listened to the timer was beyond me, since, in all the years we owned it, it never once correctly assessed the condition of our clothes. Each load required two or three complete cycles…which meant two or three times I would have to run in the dark, with bare feet, onto the uncovered concrete floor, open the dryer, restart the machine and run back before spiders, dust bunnies or utility room monsters had time to attack. In all of those years, never once did it occur to me to turn on the laundry room light or wear slippers.

What does this have to do with marketing? It reminds me of something Albert Einstein once said: “The definition of insanity is doing the same thing over and over again and expecting different results.”

Had I heeded his implied suggestion, to change strategies when something doesn’t work, I might not still equate doing laundry with serving time. It is for this very reason I strive to save clients the inherent frustration of habitually sticking with unsuccessful marketing campaigns. It might seem like a no-brainer to pull the plug on a plan that doesn’t work. But, remarkably, when I propose a shift, the suggestion is often meet with resistance.

Sure, the idea might be inspired. The right people might be doing the right tasks and have every base covered. Your campaign might be cheap. But check the bottom line. If you’re not getting the results you expected, something is obviously wrong. If this is the case, switch things up. Just don’t make the mistake of throwing the baby out with the bath water.

For Free—

For example, if your social media campaign isn’t producing results, don’t assume social media doesn’t work. Instead, change your approach. Swap out your profile pictures and bios. Or post something using a completely different tone of voice. Track everything, and see if the changes affect your results. You might be surprised.

On a Limited Budget—

Review artwork and copy for print campaigns. Does your message show potential clients and donors how your product or service would add value for them or does it toot your horn? There is a distinct difference.

For instance, if you own a beauty salon, focus your marketing on the ways your products and services improve your clients’ appearance rather than on your own expertise and qualifications. It won’t make any difference to customers whether you’ve styled hair for 25 days or 25 years unless that experience directly affects their own heads of hair. Select a tagline that shows the way that your experience will ultimately translate to a better experience for them.

For example, instead of: “We’ve been cutting hair for 25 years,” opt for: “Keeping women chic for 25 years.” Although the difference is subtle, it is critical.

The Sky’s the Limit—

One of our clients initially bristled at the thought of changing an advertising campaign he had been doing with another agency for 14 years because, he said, “We’ve always done it this way.”

“Exactly how much business can you track to these ads?” I asked.

“I don’t know. We’ve never tried to figure it out,” he replied.

After working with him to quantify metrics, we were able to demonstrate the ineffectiveness of his existing approach. Faced with the raw data, he finally agreed to change things up. And for a fraction of the cost of his old campaign, we took an entirely different tact which significantly improved his bottom line. And though revamping an ad campaign isn’t rocket science, I’m certain Mr. Einstein would approve.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Show and Tell

For maximum marketing impact, use copy as well as images.

This column first appeared on RIMOFTHEWORLD.net on January 3, 2011.

My favorite day of the week in Mrs. Stanley’s first grade was Friday because that’s when we got to do Show and Tell. Since we had three dogs, a turtle and several fish, and because I loved having an excuse to bring pets to school, I was set for weeks. But my love of the activity extended to other classmates’ treasures as well:

  • Brian made a belt out of paperclips, which he fastened to his chair as a sort of makeshift restraining device.
  • Dawn had a watch with interchangeable face plates and bands, to match every outfit in her extensive closet.
  • Chad routinely forgot to bring anything from home, so he often stuffed part of his lunch into his boot before recess so he would have something to share later in class.

As we begin marketing in 2011, I contend the most successful advertising and public relations’ campaigns will hearken to this elementary-school standby. After all, it is widely believed the use of pictures along with words increases brain activity and aids learning.

  • According to Head First Labs, “When words appear within a picture, or there is a combination of words and a picture, our brains try to make sense of how the words and the picture relate. When more neurons are firing, there are more chances for your brain to get that this is something worth paying attention to.”
  • Researchers from Boston University School of Medicine found that pictures allow patients with very mild Alzheimer’s disease to better recognize and identify a subject compared to using words alone.
  • Swish Video contends that people remember merely 20% of what they hear, 30% of what they see and an incredible 70% what they hear and see. So, to effectively promote your product or service, no matter your audience, make sure you do both—show and tell.

For Free—

If you are handling your own marketing and public relations, make much of pictures. Many entrepreneurs understand their own products to a fault. Don’t forget to “dumb down” technical jargon when marketing your product or service so it makes sense to the buying public. One way to do this is with pictures:

  • With blog posts, for example, upload an image and restrict copywriting to a caption. This will remind you to be brief. As a rule, blog posts should contain a maximum of 700 words.
  • Include a photo or illustration with every press release you write. If you have not yet mastered the art of uploading a jpeg from your desktop to an online platform, figure it out. Like it or not, the Internet is here to stay. So don’t let technology stand in your way.

On a Limited Budget—

  • Pay a little extra to include artwork in your advertising. It will be worth it. In fact, if you only have enough cash to buy a small ad, ax the text. No one has time to sift through a sea of words anyway.
  • Experiment with video. You can get a hand-held video camera for about $100. Buy one. Take it to work and start filming anything and everything. Then, edit and upload short, educational bits to YouTube.
  • If the idea of making a video is overwhelming, start with a slideshow. Use a platform like Vimeo, Animoto or Kizoa, which will enable you to use still photos to create short video pieces set to music.

The Sky’s the Limit—

Zappos.com recently reported a 6 to 30 percent increase in sales on items that are accompanied by a video. Quality video content, with correct tagging and intelligent distribution online, has tremendous power to reach wide audiences for two reasons:

  1. Video is a powerful medium for contacting and communicating on a human level.
  2. Video is a powerful tool for engaging search engines.

So hire someone to produce, tag and post short, professional videos for use with press releases, ads, websites and social media platforms. But make sure you keep the clips short or they will likely go un-clicked.

Still unconvinced? Imagine how much more interesting this particular column would have been if it had been accompanied by a video of Show and Tell in Mrs. Stanley’s first grade class circa 1969.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Top 11 Marketing Tips for 2011

How to Market Your Business in 2011

This column first appeared on RIMOFTHEWORLD.net on December 20, 2010.

I have to admit my personal New Year’s resolutions for 2011 are the same as they were in 2010—lose weight; save money; be a better wife, mother, daughter, grandmother, neighbor and friend. I long for the day when I achieve my nebulous goals so I can draft a fresh, new list.

When it comes to business, I find it easier to establish innovative objectives. So please allow me a departure from my usual column-format to share what I believe to be the top 11 marketing strategies for the New Year:

1. Public Relations

Admittedly, I might be prejudiced, since this is my field. But I maintain the single most important tool in any entrepreneurial chest is public relations. After all, PR is about projecting a positive image, so it is universally applicable.

But how should you approach PR in 2011? Perhaps counter-intuitively, to market in the modern era, you need to return to an old business stand-by: the press release. Retooled as a Social Media Release, this approach remains the single most effective way to boost Search Engine Optimization. Because you can select keywords for each release and post to an online newsroom, Social Media Releases are far superior to the standard press release model.

2. Email Marketing

Although some pundits predicted that social media marketing would replace the use of this time-tested tool, don’t expect email marketing to go away. It is still the best way to reach your target market. In 2011, make sure you’re using the new tools provided through most email marketing companies, such as surveys, bounce-reports and social media tie-ins.

3. Social Media

For those of you who were waiting for the demise of social media, it’s time to give up the ghost. We’re living in a brave new world where Facebook, Twitter and LinkedIn are as much a part of the landscape as business cards and email addresses. So, if you have somehow managed to avoid setting up a social media account for your business up til now, do so in 2011.

4. Videos

My family and I finally caved in and purchased the new TiVo Premiere. I am blown away by our newfound ability to watch YouTube videos on our living room television set. We no longer have to crowd around a PC to access music videos, podcasts and MP3 files. The drawback to this type of technology is that the inferior quality of amateur videos now stands in sharp contrast to professionally-produced commercials and short films. So hire a professional to write, direct and post videos that have the potential to go viral.

5. Promotional Marketing Items

Everyone loves gifts…even you. So don’t underestimate the value of providing people with nifty trinkets that show you care while promoting your brand. Unless you’re rolling in the dough, think simple and cheap. Favors can be very inexpensive—something as simple as pen with your logo on it, a pin or sticker, or an individually wrapped chocolate. For just a few pennies per item, you will make a great impression.

6. Branding

Don’t stop at giveaways. Use every available opportunity to build your brand online and in the real world. Make sure your logo and slogan appear on everything from your email signature to the sign outside of your shop.

7. Website Strategies

If you haven’t already done so, convert your website so it no longer functions merely as an electronic brochure. Shoot for an update that encourages website visitors to interact instead of passively peruse.

8. Direct Marketing- Knock on More Doors in the New Year

The shine is off the penny for teleconferencing and Go-to-Meetings. Since, by now, most businessmen and women understand how to navigate the world of the webinar, to stand out in 2011, you will need to abandon all things electronic and at least offer to give your clients some face-time.

9. Support your Community

This topic is so important that it actually merits its own column. So we’ll cover it more in detail in time. But suffice to say it is imperative you support the businesses located adjacent to your own. Buy local and encourage others to do so. Join the Chamber of Commerce. Volunteer to serve in leadership positions wherever you are able.

10. Do Pro-Bono Work

Again, this is critical. So we’ll discuss the topic more in future posts. Demonstrate your personal commitment to support causes that matter. Pro-bono work shows that you care about more than your own bottom line.

11. Have Fun

Try not to take yourself too seriously. Try to remember why you went into business for yourself in the first place. If you aren’t having any fun, it will show in your product or service. And if you take steps to make changes in 2011, you might be able to come up with a new list of business resolutions for 2012. Happy New Year!

Until next time, I’ll be Bowling for Business.

Bowling for Business: Forget the Fine Print

This column first appeared on RIMOFTHEWORLD.net on November 22, 2010 and in the Biz Press on November 24, 2010.

When writing promotional copy for your product or service, less is more.

When I was in sixth grade, Mr. Khouri called my parents for a conference because, although I was excelling in Honors’ English, I was failing math. Since he wrote math problems on the chalkboard, he and my mother and father decided the solution was a giant pair of gold-rimmed aviator eyeglasses that made me look like John Denver. Not a fan of that particular fashion statement, I often “forgot” to wear my glasses or “accidentally” dropped them behind the back tires of our Pinto or “absentmindedly” flushed them down the toilet.

Unfortunately, there was a seemingly endless supply of hideous replacement frames at LensCrafters, which arrived in rapid succession…each pair unbelievably more hideous than its predecessor. This pattern continued until I finally earned enough baby-sitting money to buy contact lenses.

The horror of it all is probably why I refuse to acknowledge my increasing need for reading glasses. For months, I have been complaining to my family that every food manufacturer, magazine publisher and pharmaceutical company has recently, inexplicably reduced the size of the printing on their products.

Unwilling to consider that the problem might lie with me, I decided the logical thing to do was to start ignoring instructions. After all, at my age, I already know how to lather, rinse and repeat without having to read it on the bottle. Turns out, I am not alone.

With so many things competing for our time and attention, most of us are too busy to breathe. Rather than enjoying the luxury of leisurely pouring over every detail in each article that lands in our email inbox, we are lucky if we have time to skim headlines.

But, ironically, when it comes to creating content for others to read, most business professionals write website content and brochure copy as if their readers have nothing but time. So, if you have something you want to say to current and prospective clients, customers, guests, diners or donors, eliminate the fine print.

For Free—

When money is tight, you might be forced to do your own marketing. If this is the case, be brief. Without benefit of a professional writer or editor, and since you’ll be writing about something with which you are intimately acquainted, you will probably be prone to ramble. So here are a few words of advice:

  • Write whatever you want in a stream-of-consciousness style. Don’t even worry about adding punctuation or breaking your thoughts into paragraphs. Just get it all on paper.
  • Tear up what you wrote. That’s right. Toss it. Don’t worry. You know the material. Creating a disposable first draft will help you stay on track with your second.
  • After you finish writing your second draft, reduce it by at least 50%.
  • Then, get a second opinion from someone outside of your industry, who can alert you if you unwittingly used insider terminology.
  • Use plenty of headlines, sub-headings and bold print to divide copy. Nothing turns off readers more than an endless sea of words.

On a Limited Budget—

Hire a freelance writer. If you are preparing a newspaper advertisement, find someone who specializes in writing punchy ad copy. If you are producing a corporate brochure, commission a professional who specializes in formal business writing. Few writers excel at all styles. And the benefit of using contracted professionals is your ability to hand-pick the right people for every project.

The Sky’s the Limit—

Hire someone to create a campaign centered on a very clear message. The more you try to say, the more you will dilute your message. Take a cue from these successful ad campaigns, and associated short-slogans:

  • Nike: Just do it.
  • Mountain Dew: Do the Dew.
  • Kay Jewelers: Every kiss begins with Kay.
  • Burger King: Have it your way.
  • KFC: Finger-lickin’ good
  • Taco Bell: Think outside the bun.
  • Bounty: The quicker thicker picker-upper
  • Subway: Eat fresh
  • BMW: The ultimate driving machine
  • Avis: We try harder
  • AT&T: Reach out and touch someone
  • Visa: It’s everywhere you want to be
  • Skittles: Taste the rainbow
  • Yellow Pages: Let your fingers do the walking
  • Miller Beer: It’s Miller time.
  • Home Depot: You can do it. We can help.

And, my personal favorite—LensCrafters: Eyes love LensCrafters. (Hey, I never said a slogan had to be true in order to succeed.)

Until next time, I’ll be Bowling for Business.

Bowling for Business: The Pay it Forward Proposition

It pays to pay it forward.

This column first appeared on RIMOFTHEWORLD.net on November 8, 2010 and in the Biz Press on November 10, 2010.

I don’t think I’ve ever seen a more depressing movie than Pay it Forward.

Spoiler Alert: Although the premise of doing things for the sole purpose of making the world a better place to live is one I support, I wish the screenwriters would have framed the story in something other than the murder of a 11-year-old cherubic everyman played by Haley Joel Osment when he was still adorable (before his voice changed).

With that said, paying it forward is worthwhile not only in Hollywood but also in the real world…especially in business. The general idea is to selflessly give to three people without expecting anything in return. Then, the three people you help should do the same until the impact is felt in large scale. It’s a small but revolutionary idea. And I can’t think of a better time than the holidays to give it a try.

I propose you use whatever line of work you are in to pay it forward in your own little corner of the world. If you take the time to open your eyes, you’ll discover that opportunities abound. And they come at several different price-points:

For Free

One of the services we offer at Mountain Marketing Group is ghost-writing for social media accounts such as blogs, Twitter, Facebook and LinkedIn. Our goal is to build a foundation and then teach our clients how to build on it by maintaining the accounts on their own. Although many choose to retain us in lieu of riding solo, most enjoy the process of learning how to provide industry-specific, valuable content to the folks in their target market.

But we usually have to repeat our social media strategy numerous times before it actually starts to sink in. Experts in my field agree the ultimate goal of social media is to contribute and engage instead of directly selling. But providing something for nothing is counter-intuitive to savvy business professionals who generally measure success by terms like ROI and “the bottom line.”

Like it or not, we are living in a brand new world, where we can no longer pretend we have cornered the market on anything! The Information Superhighway has made it necessary to honestly represent your offerings. But don’t worry; sharing information will not make you irrelevant. On the contrary; you will emerge as a leader in your field. For example:

  • If you sell soap, write blogs about secret ingredients and tools of the trade. Don’t worry; you won’t reveal anything that isn’t already posted online.
  • If you teach Latin, tweet key phrases and uses for the dead language.
  • If you make blankets, provide Facebook status updates when fleece and flannel go on sale.

According to a September 2010 Study by Pew Research, 54% of people conduct online research before buying anything…regardless of whether they end up making the actual purchase in the real world or in Cyberspace. So providing information to fuel their inquiries is a great way for you to pay it forward.

On a Limited Budget

Use some of your profits to fund a charitable organization. While I can’t show you a ledger to prove the value in contributing outside of your own firm, I can personally testify to the benefits (both personal and financial) of paying it forward by giving. Since we are near year’s end, perhaps the idea of donating is a tad more attractive now than at other times? Whatever it takes, go with it. Put your money where your mouth is.

The Sky’s the Limit

Sponsor a charitable event. Since sponsorship usually comes with PR-related perks like corporate attribution and public acknowledgment, some may argue this is not a true “pay it forward” activity. But I maintain you are paying it forward whenever someone else is the beneficiary of your benevolence. So select any organization that makes sense to you.

Call the executive director to set up a meeting so you can determine the needs and availability of the organization. Now more than ever, non-profit groups are in need of folks to pay it forward. According to SiloBreaker, due to the recession, donations to our country’s 400 largest charities declined this year by 11%. And that figure is even more depressing than fictionalized homicide.

Until next time, I’ll be Bowling for Business.

Bowling for Business: Miscommunication Situation

Communication is critical in all forms of advertising.

Make sure you network the right way in the right place.

This column first appeared on RIMOFTHEWORLD.net on October 25, 2010 and in the Biz Press on October 27, 2010.

While saving money to return to college my sophomore year, I did a short stint as an international flight attendant with a little-known charter airline called Arrow Airways. I was delighted to work one particular flight from Denver, Colorado, to Gatwick, England because one of my fellow crew members was a hunky Italian named Alberto.

When we landed, I quickly accepted his invitation to join him for dinner. Although his accent was thick, I was sure he said he would be taking me to an Italian restaurant called Apple Luigi’s. So imagine my surprise when we arrived at our destination in downtown London, which was not a fine Italian eatery called Apple Luigi’s but a gay men’s club called Harpoon Louie’s.

Why would I share this humiliating story? Because the lessons I learned apply to successful networking for business:

  1. Shut up and Listen.
  2. Kill the Agenda.
  3. Check your Six.

Shut Up and Listen

Instead of just waiting for your turn to talk, pay attention when you are chatting with someone. If you practice active listening, you will stand out because most people approach networking events with mouths open and ears shut. If I had spent more time listening to Alberto instead of trying to impress him with flirty banter, I might have ascertained that he was not a viable romantic prospect.

More recently, I participated in a speed-networking event where organizers asked participants to rate fellow networkers. The top three had this in common: they listened more than they spoke. If you want people to think highly of you, listen to them.

Kill the Agenda

Entrepreneurs often have “Type A” personalities who like to manage everything, often to their own peril. The reason I was surprised by Alberto’s revelation is because I came to the party with my own romantic agenda. But even though my time at Harpoon Louie’s isn’t what I had expected, I ended up meeting lots of interesting people. So, even though I had to find my own ride back to the hotel, the evening wasn’t a total waste.

Try to make the best of your circumstances because you never know what might unfold. Buckminster Fuller called this phenomenon the Processional Effect. As a Christian, I call it the Sovereignty of God. Whatever your belief system, try to let things happen naturally instead of trying to control the world. You might be surprised to make a friend, land a new client or learn something new.

Check your Six

Make sure you’re in the right place. Although you should go with the flow no matter where you end up, try to start off somewhere that makes sense. Before selecting networking groups to join and events to attend, figure out if regular attendees fall into your target market. Since I was interested in meeting someone I could date, Harpoon Louie’s was not an ideal location.

The good news is you don’t have to learn these lessons the hard way. Take a tip from me and network for maximum results on any budget:

For Free—

When it comes to finding places to network, think outside the box. Networking opportunities don’t occur only at official mixers that are labeled “Networking Event.” You can meet potential clients, customers and associates literally anywhere and everywhere…in the real world as well as Cyberspace.

For those who regularly read my columns, please allow me to repeat myself. The most effective way to network for free is online. Join and maintain social media accounts like Facebook, LinkedIn and Twitter. And, above all else, remember to be the same person you are online as you are in the real world.

On a Limited Budget—

In this troubled business economy, when time and money are often in short supply, carefully select which networking groups to join. Instead of spreading yourself too thin by signing up for several organizations, start small. Join one group and take a leadership role. Arrive early and stay late. Volunteer to help set up and clean up so people see you as an active member.

The Sky’s the Limit—

If the funds are available, sponsor your own networking event. This will position you as a leader in the business community and enable you to hand-pick attendees from your own target market. And you can host the event wherever you want…from Apple Luigi’s to Harpoon Louie’s.

Until next time, I’ll be Bowling for Business.