Exclusive Zpd.TIPS from Z promotion & design
Volume 3 - 2002

After taking last week off… after all, it was New Years Day, planning your 2002 marketing continues.

Television –
TV Advertising gets complicated… in order to keep the Zpd.TIPS short, I will take it week by week to give you the overview… as always, feel free to contact me with questions or comments.

You have some options when it comes to television advertising. The most prevalent are broadcast and cable.

Which is right for you depends upon your goals, your intended audience and your budget. I’ll begin with broadcasting…

Broadcast Television includes [at the high end] making national network buys on NBC, CBS, ABC, Fox, UPN and The WB. A broadcast network buy allows everyone with or without a cable or satellite (in some cases) connection to see your ad during nationally televised programs – the ad during the Super Bowl, during The West Wing (on Wednesday night - NBC) or CSI (on Thursday night - CBS). This is expensive, but gives you very broad exposure.

At the other end of cost spectrum, you can buy advertising time on your local television affiliates – but that is next week…

Volume 3 Number 2

Continuing with our discussion of Television Advertising – what is local television all about...

If you cannot afford, or don’t need a national network buy, take a look at local television options. Local TV includes the top 4 network affiliates (ABC, CBS, NBC and Fox), the secondary network affiliates (The WB and UPN) and the independents (those without any affiliation).

Typically each station in your market (generally) appeals to a different segment of the population. CBS tends to skew older, Fox younger and The WB African-American – remember these are generalizations. People watch programs – not stations. If you are looking for a specific audience, look to buy programs across a number of stations.>

When you place your ad on a local station, you are reaching people with or without cable, those who get stations over the air (using antennas) and (in a few markets) those with satellite dishes.

Enough for today – next week – ratings.

Volume 3 Number 3

Continuing with our discussion of Television Advertising – ratings or “Sweeps”

Sweeps or ratings periods… the terms have become part of the American lexicon. The major ratings periods are in February, May and November. July is also a minor ratings period, and in some markets January and October are minor ratings periods. So, what’s it all about?

During the three major ratings periods, viewing habits are measured. Sometimes via handwritten diaries – people document what they watched in booklets, the booklets are sent to the Nielsen office where they are tabulated. Ratings are established and published at the end of each ratings period.

The other method of establishing ratings are via meters – devices attached to a TV set that electronically measure what is being watched.  This information is provided to each TV station [that is a Nielsen subscriber] every morning. Metered markets, as they are known, are monitored 365 days a year, not just during sweeps.

A rating point represents the percentage of all TV sets in a market that are tuned to a specific station/program at a given time.  A share represents the percentage of those TV sets that are turned on, that are tuned to a specific station/program at a given time.

Networks/Stations use ratings to establish their advertising rates.

too long already …next week reach & frequency

Volume 3 Number 4

Continuing with our discussion of Television Advertising – reach and frequency

Reach and Frequency are terms you’ll hear bantered about [primarily] in television and radio advertising. They are relatively easy concepts…

Reach: The percentage of the audience you will reach during your flight (the ads you run during your campaign)
Frequency: The number of times your ad will be seen by the reach of your campaign.

The reach and frequency will vary depending upon the audience you measure, the length of your flight and the number of spots you run during that flight.

Real examples always work best….
Let’s say you run 11 ads a week on a given TV station, every other week for Q1 2002 (6 weeks, 66 commercials) at a total cost of $ 9063.
Measuring total households you get a reach of 92.5 (percent of the audience that will see your commercial during the 6 weeks it runs), a frequency of 5.3 (92.5% will see the ad 5.3 times during the six weeks it runs) and at a cost per [ratings] point of $19.49. Note the changes as you look at specific audiences.

Volume 3 Number 5

Continuing with our discussion of Television Advertising – What about Cable Advertising?

Cable is an interesting alternative to broadcast advertising… but consider:

• What is the cable penetration in your geographic region (market)? In other words, how many households have cable – compared to over the air TV reception.
• What is the satellite penetration in your market? Your cable buy will NOT include satellite.
• How many different cable companies serve your market? Typically there are different companies serving outlying areas you may want to reach.

Volume 3 Number 6

Continuing with our discussion of Television Advertising – How does Cable Advertising Work?

When you buy cable you have as many options as you have cable companies, but generally speaking…
You can place your ad on specific networks. For example, you can run your ad on CNN, USA, BET, Lifetime, etc., or any combination. Some networks are not available for local advertising – so you’ll need to check you specific cable company.

Once you determine the appropriate networks, you decide when you want to run the ads. You can usually get better rates when you are less specific about your times. In other words, if you run your ads anytime between 6am and 12 midnight, your rates will be lower than if you request that your ad run between 8:00pm and 11:00pm (prime time).

And… always ask for freebies… how about another two or three ads between midnight and 6 am at no charge. if you don’t ask… you won’t receive.

Volume 3 Number 7

Continuing with our discussion of Television Advertising – Why Advertise on TV?

With so many advertising options, why should I consider TV?

TV provides you with a wide audience. Its unique ability to use motion, pictures and audio allows you, as an advertiser, your best opportunity to wholly sell yourself. It’s a great medium to get your name “out there”, to announce a special event, to sell to wide audience, to develop your image or… pick your reason.

To be effective though, prepare to spend some money to make it worthwhile. You cannot try TV for a week or so and expect to reap rewards, I recommend at least a quarter…

Volume 3 Number 8

Continuing with our discussion of Television Advertising – The Cost of TV Advertising…

If you’ve decided to advertise on Television, you’re half-way home… now it’s time to develop your message… you commercial.

Focus. You have 30 seconds to get your message across.

Writing TV commercials is an art. You need to capture the attention of your audience, send your message and reinforce your message – all without being so “cute” that your message gets lost… In most cases, when you place your buy on a TV station, they will offer to write and produce your commercial. Ask to see some of their other commercials – look for quality in writing, production value and remember they are showing their best.

Volume 3 Number 9

Continuing with our discussion of Television Advertising – Getting more out of your TV commercial production…

Regardless of who writes, produces, directs and edits your commercial, if you think ahead you can get more out of your investment.

Plan to produce more than one commercial at a time. You are going to pay for a crew to shoot video for one commercial, have them shoot extra and create a series of spots.

If, during the writing and preproduction of your commercials, you plan to keep them very similar, you can also save money when you edit your spots.

The per spot cost will decrease with each one you produce.

And… the video may be useful on your web site… for an educational or marketing CD… a marketing videotape for your clients… think ahead.

Volume 3 Number 10

Radio Advertising is always an option in your marketing plan. But should you advertise on the Radio?

The benefits of Radio include:

• Of all mass media, radio probably has the greatest ability to really hit your target market
• a generally affordable media
• immediacy – the potential to make last minute changes
• event advertising – radio is unique in their ability to create client advertising events
• the ability to reach people while they are out, and in a position to act upon your message
• sixty seconds to tell your story

During the next few weeks, we’ll look at these a bit closer. The choice to use radio, as with all media, will depend upon your specific situation… but this should enlighten you somewhat.

And, as always feel free to email with your thoughts on the subject.

Volume 3 Number 11

So why did I say, “Of all mass media, radio probably has the greatest ability to really hit your target market”?

Because Radio is extremely segmented. With so many stations, they can afford to pick a format and stay focused. Think of your own city… between AM and FM you have a talk station or two, stations that play oldies… jazz, hits from the 80s and 90s… today’s hits… even classical. So if you want to reach tweens or teens without talking to their parents and grandparents – you probably can.

Volume 3 Number 12

Radio is fairly affordable. Like with television, rates are based on ratings. You judge your buy on your cost per (ratings) point, which will vary with each market.

The more expensive day parts for radio are typically “drive time” mornings and afternoons when people typically drive to and from work. However, you may be able to temper those costs with some no-cost or low-cost spots that would air during the overnight hours. Don’t discount the effectiveness for your market… a lot of people work overnights now…

Volume 3 Number 13

Radio has immediacy.

Typically, you can quickly make changes to your message, taking advantage of last minute changes in inventory, reaction to world events or simply to update your offer.

Most other advertising media does not offer this luxury, requiring days to months of advanced planning. Some magazines require your ad to be ready months in advance. Newspapers and television requirements are for ads to be ready weeks or days in advance. And face it, sometimes you wish you could make a change after you see or hear an ad.

Volume 3 Number 14

Radio can provide you with Event Advertising

If you have the type of business that benefits from foot traffic, don’t underestimate the power of radio to fill your establishment. A live remote in conjunction with your on-air buy can really add the extra kick you need for a successful grand opening, a sale or just to generate traffic.

It is also a great opportunity to partner with another of the station’s advertisers or one of your own partners to offer something extra to the listener who comes by. Perhaps food, drink or a big-ticket give-away. Use your imagination!

Volume 3 Number 15

Radio reaches people while they’re out and can react to you immediately.

This can be a great asset, depending upon your message. If you are running ads with a call to action, this is can be very useful. Typically a radio audience is out and about – in their cars – with the right incentive, you can have them act upon your commercial immediately

Volume 3 Number 16

Radio offers you 60 seconds to tell your story.

Ever try to write a TV commercial? Once you’re done writing what you want to say, you time it only to find out it is way over your thirty second allotment. Radio gives you an eternity (or so it seems) to get you message across. Despite radio’s inability to show your product, the time you get to paint your descriptive picture is worth it. Radio spots are great for telling compelling stories! After all, before TV people huddled around the radio and did just fine…

Volume 3 Number 17

Yellow Pages

Where should I begin to talk about yellow pages? Three different people will give you 6 different opinions regarding their effectiveness.

Personally, I’ve only received a handful of calls through the yellow pages, and most of those were job seekers. I’ve spoken with hundred of people in a specific industry, some swear by them, others detest them. Over the next few weeks I’ll give you some topics to consider while you’re evaluating the Yellow Pages as a marketing tool. These include:

• Cost
• A Cluttered Media
• Flexibility or lack there of…
• Can’t Test effectiveness
• Are you reaching your market
• Benefits of the Yellow Pages
• Your Ad – the design

Volume 3 Number 18

Yellow Pages… at what cost

The cost of a yellow pages ad to your marketing budget varies greatly depending upon your primary market, the number of secondary and tertiary markets you need to serve, the size of your ad and the use of color.

Consider these variables:
how many books you need to be in to reach your client base
how big an ad do you need
do you need color

Then consider how many sales you need to generate through the ad(s) to cove the cost of the ad(s).

Volume 3 Number 19

Yellow Pages… a cluttered media

Look at your Yellow Pages. Look in your category. How many of your competitors are there? What size ads to they have? How will you break through the clutter?

The decision facing you is simple… should you be spending your marketing dollars here? …ok, not so simple.

Volume 3 Number 20

Are the Yellow Pages flexible?

In word: NO. The life of the yellow pages is at least a year. If you’re like me you have an old book or two (especially from area communities) lying around the office – I found one from 1998, I still use…

So? You ask. Be careful about what you say in an ad you have no control over for the next year. Will the suppliers you mention still be on board? Will your hours change? Will your services change?

next week… is the ad working for you? …

Volume 3 Number 21

Is your Yellow Pages ad working for you?

With most media you can test their effectiveness. For example: in one media offer incentive “A”, while you offer a similar incentive “B” in a competing media – which brought in more business? Viola! You were able to test your media.

The inflexibility of the yellow pages precludes you from testing their effectiveness. You can attempt to look at changes year to year, but there are really too many other variables that will cloud the data.

The question here - Does testing the effectiveness matter to you? If not, see you next week with a Zpd.TIPS dealing with the big question… are you reaching your market?

Volume 3 Number 22

Are you reaching your market?

The good news about yellow pages… typically you are reaching an audience that is ready to buy.

Think about when you pick up the yellow pages. You are ready to buy, but is it because your have an emergency, or you’re price shopping? Granted, it’s a good thing when a customer is ready to buy, but is your business conducive to these types of buyers. Personally, I hate the yellow pages induced call of “how much are your web sites?” – and I only have the free, one line listing.

Next week… the benefits of the yellow pages…

Volume 3 Number 23

The benefits of the Yellow Pages

The Yellow Pages should be part of your marketing budget. The amount you spend should be determined by the nature of your business and how you secure clients.

There is some information about yellow pages advertising at http://dcgyellowpages.com/ .
This site tells us that Yellow Pages advertising is considered to be among the most informative, useful and believable. And that Yellow Pages advertising is among the least to waste a person’s time.

Volume 3 Number 24

Your Yellow Pages Ad

If you’ve decided to place an ad in the Yellow Pages, consider maximizing your effectiveness with a professionally designed ad.

Although you will probably get a better rate letting your local yellow pages company design the ad for you, you are also getting an “assembly line ad” – artists who are competing against themselves designing ads. They are not working for you; they are working for you and all your competitors next to you in the book!

Let you ad reflect your overall corporate image. Make sure your headline and body copy compliment your other marketing efforts – it will help the consumer place you in context… “Oh yeah, I know them, I saw their ad in the magazine last week. I’ll call them first.”

Volume 3 Number 25

Over the next few weeks, we will examine these aspects of Direct Mail

1. Is Direct Mail right for my business?
2. Who’s on your list?
3. Wait! Read this before you toss it!
4. What should I say?
5. No one came to buy.
6. Should I try direct email?

I will leave you with this idea… between now and the arrival of next week’s tips – collect every piece of direct mail you receive at home and at the office… we won’t even count the magazines and catalogues you did NOT request – thank you PC/Mac everyone!

Volume 3 Number 26

Direct Mail

So, how much mail did you get? Do you want to add to the mailbox clutter? Obviously, it works or you would not have gotten so much.

The questions you have to answer are – is it right for my business? and for what I am trying to accomplish?

It has the potential to be an excellent form of marketing for any business – including non-profits. If you have a specific offer or announcement, or a product your recipients must have – go for it! I do not recommend using direct mail solely as part of an image campaign – you need to add the draw. It will however add to your image, as your message will be delivered before thousands of eyes.

Volume 3 Number 27

Direct Mail

The benefits of direct mail are fairly straight forward.

1. Direct mail is delivered right to the door. You’re not waiting for a chance meeting through a sales call, a newspaper ad or a broadcast commercial.

2. Direct mail has the potential to sit on a desk until the recipient has the time to read it. That’s where effective copy is important, or the direct mail piece will be tossed before it can be read.

3. Direct mail can include more information than most other forms of advertising… ever try to get the copy from a direct mail piece into a thirty second TV commercial?

4. Direct mail targets in hundreds of ways – you only need to choose who you want to reach.

5. Direct mail is not intrusive – when was the last time a direct mail piece interrupted your dinner?

Volume 3 Number 28

Direct Mail

Direct Marketers have a 60/30/10 “Rule”. The success of a Direct Mail Campaign is 60% the list, 30% the offer/message (copy) and 10% the Design [oh, how that hurts a designer… but more about that in the weeks to come].

The list separates “Direct Mail” from “Junk Mail” – if you’re interested in what I’m selling, it’s not junk mail – is it? So remember this about your list:
1. Know your audience – you may be surprised how focused a list can get

2. Keep it current – make sure whatever list you get is not older than a few months

3. Examine your list – make sure you are sending to people, not titles or occupants

4. Buy your list from a reputable seller

Volume 3 Number 29

Direct Mail

So, you have decided who will be the target of your campaign… now you need to decide what they are going to get. You have a few main categories from which to choose and within those categories, bunches of options.

1. post card
2. letter
3. self –mailer
4. stuffed in an envelope of various sizes
5. catalogue

I suggest you decide what you want to include. For example, a response card may work better in some configurations than others.

Personal preference plays a role. How often do you open envelopes? Standard size compared with oversized or invitation sized? Do you turn over post cards to see what the other side says?

And consider cost…

Next week a more in-depth look at self-mailers vs. envelopes…

Volume 3 Number 30

Direct Mail

The self mailer vs. the envelope…

A self-mailer is anything that needs no envelope – a post card, a folded newsletter, a catalogue.
Advantages: it’s cheaper, no envelope to stuff. Although some direct mail pundits do not think self-mailers are conducive to response cards or letters – there are creative ways to accomplish it. Self-mailers are great for LOUD announcements – like sales. They don’t have to be opened, so there is a better chance of message getting read. They are excellent for nice concise messages.
The envelope package can encompass almost anything – from catalogues to letters to newsletters to multipage selling packages.
Advantages: their flexibility of uses, the ability to include the professional letter format that adds credibility.
An internet search pulled up the following quote – take it at face value:

Bob Stone, a direct response legend who has been keeping score for over 40 years says, "Self-mailers are cheaper to produce, but they practically never outpull letter mailings."

Next week more about your format…

Volume 3 Number 31

Direct Mail

Over the next few weeks we’ll look at the Creative to consider for your direct mail.

ATTENTION – Gaining the readers attention through the format of the direct mail piece.

INTEREST – Showcase the benefits.

DESIRE – More details to engage the reader.

CONVICTION – Evoke a response.

ACTION – Tell them what you want them to do next and make it very, very easy.

Next week ATTENTION!

Volume 3 Number 32

Direct Mail

Getting ATTENTION!

Your direct mail can be Interactive, Inviting. By that I mean you can use window envelopes for a “sneak preview”, you can look at irregularly shaped envelopes and other packing methods, as well as atypical textures that will stand out and invite the recipient to pick it up and explore the piece.

Your package should also reference what’s inside – a gift certificate, valuable coupon, free-trial certificate, etc… and “action date” your offer! Most importantly, make sure you are offering a strong benefit!

If you are sending a letter… make sure it has the look and feel of a letter. Do not use wild or difficult-to-read fonts. You are providing a window into your business, how you work and the kind of relationship you want to build.

If you are sending a brochure… make sure it is professional. Avoid those home-made ink-jet, clip-art versions. Professionals project professionalism. Your brochure should include and reiterate the key benefits of your business/product, offer testimonials and other proofs of performance.

Next week INTEREST…

Volume 3 Number 33

Direct Mail

Getting the Readers’ Interest…

Showcase the upfront benefits of you, your business and your products.

On the envelope, get their interest… give them sneak peak of the inside
On the cover of the brochure… make bold statements of benefits
In your letter… grab their interest in the fist paragraph…

Next week… DESIRE...

Volume 3 Number 34

Creating DESIRE…

This is where you must create the desire to use your products or services. Use more detailed benefits to engage and sell the reader. Make the reader feel he will be comfortable with your product/services. The reader should imagine himself with your business. Good copy, photos, and professionalism will help you achieve your goals.

Next week… CONVICTION

Volume 3 Number 35

CONVICTION from your reader!

You want to invoke a response. You must convince the reader you are a real and legitimate company – this piece will be the first view [for many] into your company. Err on the side of professionalism with all contents – that means no ink-jet brochures and business cards.

If you have testimonials from your pleased clients – use them. Can you get celebrity or organizational endorsements? Sell your company – and sell it strong!

Next week… Taking ACTION

Volume 3 Number 36

ACTION from your reader!

It’s up to you to tell the recipient what to do next. Should they call you? Have you provided a BRC (Business Reply Card) to mail? Are they directed to your web site for an offer? Regardless of your intended response mechanism – make it simple and easy for the reader. Remember the KISS adage… Keep It Simple, Stupid!

Volume 3 Number 37

Over the next couple of weeks we will look at the content of your direct mail campaign.

• The Letter
• The Format
• The Look
• The Reply Device

For brevity’s sake the tips for successful direct mail letters will be spread out over a few weeks, today we’ll start with these:
Try to personalize the letter with the prospect’s name. BUT only if you are sure of what it is! This goes back to having an accurate, updated list from which to begin your campaign.
Promise a benefit in the headline and make it the most important one.
Build up interest quickly – expanding on the key benefit
Be specific and succinct. Tell the reader specifically what they are going to get.

Next week we will look at a few more tips for successful direct mail letters.

Volume 3 Number 38

As we continue our look at writing successful direct mail letters…

• Do NOT assume your reader knows your product/service.

• Explain the benefits of your product/service in depth and back up the benefits with appropriate features.

• Supply credible endorsements as evidence to back up your claims. Testimonials from clients, users or independent studies.

• Write like you speak – Do not come across as a computer, a thesaurus or dictionary. Your letter must make a connection - human being to human being.

• Avoid jargon. If your product or service incorporates specific or unique terms, do not assume your end reader will be as comfortable reading them as you are writing them.

Next week we will look at the last tips for successful direct mail letters.

Volume 3 Number 39

As we continue our look at writing successful direct mail letters…

• Shorter sentences and paragraphs are easier to read than longer ones. Avoid those long, descriptive sentences (typically describing your company) that ramble on… and on… and on… using terms that mean very little and boring the reader. Write crisp and clear sentences.
• Build your argument by anticipating objections and winning confidence.
• Tell the reader what they might lose if they fail to act. Overcome inertia!
• Point them very clearly at the reply devices.
Next week we will look at the format for successful direct mail letters.

Volume 3 Number 40

As we continue our look at writing successful direct mail letters, it’s worth looking at how you format your letter.

Your letter should be easy to read – after all it’s tough enough to get your recipient to read your letter to begin with – if it looks like a chore to read, it won’t be read.

The reader needs to be guided through the text smoothly. I’ve listed some techniques that can help… do not use them all at once!

• Indent paragraphs and vary paragraph widths.
• Underline or bold benefits.
• Use sub-headings to break up the page.
• Have a PS that outlines your key benefits. Very important, as many readers will scan to the PS first and if it peaks their interest, they’ll read the rest of the letter.

Next week we will look at the “look” of successful direct mail letters.

Volume 3 Number 41

As we continue our look at writing successful direct mail letters we should consider the font you use.

Although there are thousands of wonderfully creative font styles, nothing reads easier or works better than a good old Serf (the font like this with the little feet and tails on each letter) font, like Times New Roman or Palatino.

Next week we will begin our look at the reply device of your direct mail campaign.

Volume 3 Number 42

This week begins a look at the Reply Device of your Direct Mail Campaign

• Offer a combination of response options.
o A postage-paid response card
o A fax number
o A toll free phone number
o An email response
o A Web site response

• Try your response mechanisms yourself before you send out the mailing
o Are you getting all the correct information
o Are you getting too much information, if you tire filling out the response card, so will your recipient.
o Does the response mechanism work? Is the phone number working… the online feedback form… did you get a postage paid account set up…

Next week we will finish our look at the reply device of your direct mail campaign.

Volume 3 Number 43

This week we finish our look at the Reply Device of your Direct Mail Campaign

If you use a mail-back reply card (which you should)…
• Do not use glossy card that is hard to write on.
• Use a light background color – dark colors will be hard to read.
• Make sure you offer a way for respondents to opt out of additional mailings
• Explain how you will [and will not] use the information you collect. Many web sites offer privacy statements that may provide a guide.
Next week we will begin to look at the process of producing video as a means to market your company.

Volume 3 Number 44

Let’s take some time to talk about Video Production; how your business can benefit and the process from A thought through Z promotion & design handing you the finished project. Your finished project may be delivered on any number of media including videotape, DVD, online, CD or broadcast.

Initially, look at how video fits into your marketing plan.
• a marketing tool
• a sales tool
• a training tool
• an interactive CD
• a commercial
• as part of your presentations
• as part of your web-based marketing plan
• or a combination of uses

For the next few weeks we’ll take a closer look at how these may benefit your business.

Volume 3 Number 45

Over the next few weeks, we’ll take a closer look at video options as part of your overall marketing plan. This week – as a marketing tool.

A marketing tape or DVD should be a short (no more than 15 minute) explanation of your business. The combination of pictures, animation, music and movement can add excitement and depth to your business. You can use your video as a direct mail piece, a leave behind, as a presentation to community groups or at a trade show booth. The nature of your business can help determine the best way to use video as a marketing tool.

Volume 3 Number 46

Continuing our look at video as part of your overall marketing plan... This week: Video as an Account Rep.

A shorter version of your marketing tape/DVD (no longer than 5 minutes) can become a useful sales tool. The perfect leave-behind, it can be used to answer questions, restate benefits, provide greater detail and simply be your company representative over the next few days and weeks.

Volume 3 Number 47

Continuing our look at video as part of your overall marketing plan... This week: Video Trains.

Does your business require training – for your employees, your distributors, your customers or anyone else who needs an in-depth look at what you do? A video-training project can be developed and delivered on tape or DVD. It can also be developed or refitted as an interactive CD or web site – both with testing capabilities.

Volume 3 Number 48

Continuing our look at video as part of your overall marketing plan... This week: You’re a Star!

Would your business benefit from a presence on TV? A commercial is a unique opportunity to blend visuals and sound to really sell your business. For many direct-to-consumer businesses it is the best way to get your message out. If you are not direct-to-consumer, but will benefit from name recognition through broadcast messages (Intel Inside) – TV is worth a look.

Volume 3 Number 49

Continuing our look at video as part of your overall marketing plan... This week: As long as you have the video…

Video clips in your presentations or on your web site add a new dimension for your audience. They can help explain, clarify and visualize your points. If you are already shooting video for a more complex project, plan on shooting for the web or presentations. Video is one format where you definitely have an economy of scale – think ahead, plan for as many uses and delivery systems as possible.