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[Lecturer] Hi, everyone.

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Welcome to the video lecture on Promotion.

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Here's an overview.

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So, we'll start with a framework

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of how to think about

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the three kinds of
promotion that you may do,

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paid, owned, and earned,

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then the three aims

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that each start with the letter A,

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walk through a few types,

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and then go through SMART objectives,

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with an objective being

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what you hope to achieve

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with your promotional activities.

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Here is the definition

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our esteemed textbook
author, Frederick Crane,

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gives for promotion.

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So, it's ways that you
communicate with your customers.

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It's a very general, but
descriptive, way to describe it.

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So, one framework I want
to bring to your attention,

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is to think about promotion

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in terms of paid, owned, and earned.

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So paid means

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things where you are paying
to get your message out there.

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This is often a variable cost.

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So, if you are buying
an ad in Seven Daysies,

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you know, pushing your message
on Facebook, or social media,

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a radio advertisement, a billboard,

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you're paying money,
and that's clearly paid.

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Owned, are things that you
keep and maintain yourself,

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maybe a sandwich sign, maybe your website.

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These tend to be more fixed cost.

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And then finally,

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maybe the more elusive,

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but most valuable,

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is earned.

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It's your good name and reputation.

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And, I think, brand plays
very closely into this, too.

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It's maybe an award that you win,

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or just your brand being foremost

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in the minds of your customers,

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that you are the very best at what you do,

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you are the go-to.

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Those are all things that you earn,

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that you can't buy,

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and own or buy,

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and have someone say about you,

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but you absolutely,

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you know, you earn them
through doing good work,

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and being true to yourself,

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and really creating value for customers.

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So this is just another slide

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which has a bunch of examples

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in each of these paid,
owned, earned framework.

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Promotion has a three-step
process, or three goals,

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that, sort of, build on each other.

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First, you want to create brand awareness.

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You want people to know you exist.

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Hey, this is what this problem, you know,

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these folks are available,

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this is what they sell.

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When I have this problem or need,

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that this is where I can go.

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Next, is to build favorable attitudes.

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So they think, "Hmm, I
like this. This works."

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That this can solve a problem.

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This is, I'm interested in,

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I have a favorable view.

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And then last is the action.

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Usually sales.

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They come to you, they seek out,

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they find your product, they buy it,

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and hopefully, they keep
doing it over and over again.

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'Cause, as we've said,

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keeping old customers,

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you know,

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is extremely important.

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And having regulars,

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that for whom you are the go-to,

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and they come to you time and time again,

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that's one of the really important goals

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of any marketing effort.

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Another way of thinking
of this is a funnel.

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And anybody who's had me in class

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know that I love the
metaphor of the funnel.

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So first, at the top,

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that there will be folks that,

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there's more folks,

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who will be aware.

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And then once they're aware,

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a smaller number are then,
you know, considering you,

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so they know a large amount will know you,

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a smaller number will like you,

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and then, the third is to trust you,

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and to say,

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yes, I'm going to spend my
money, or time, or effort,

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or whatever,

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on this business, on this
product, on this organization.

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And then, that yields sort
of leads or customers.

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So again, at the bottom

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are, sort of, your core consumers

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that you really hone in on,

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that really are the backbone
of your revenue stream.

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So I'll walk through a number of examples

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of the four types of
promotion that you might do.

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Now they're not mutually exclusive,

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but, I think, they're four,
sort of, main dimensions,

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or types,

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that are worth spending some time on.

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First, is public relations.

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So, this is, basically,

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you do it to create a
positive image of yourself,

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to sort of paint a halo over your head.

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I am a good person,

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this is a good business,

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this is worthwhile,

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really good for brand awareness.

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And also, for creating publicity,

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and just a sense of goodwill.

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And this can be things like
donations or sponsorships.

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So, we learned about the
example of Cookies for Good,

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a partnership between Cabot
Creamery and Sugarsnap,

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where they are, they formed a partnership,

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and for every cookie they sell,

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a portion of it goes to COTS,

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which is the organization
that helps homeless folks.

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Another clear example,

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is sponsoring a Little League team.

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It gets your name out there,

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all the parents and fans,

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and everyone else,

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sees, oh, this business is a sponsor.

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Both, now I've heard of them,

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and oh, they're supporting a cool thing.

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And so, you know,

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I'm aware of them,

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and maybe, I like them,

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and eventually, hopefully,
I will trust them.

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Advertising is probably the most familiar.

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And many times when
people think marketing,

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this might be the first
thing that they think, too.

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And this is, basically,

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paying some media organization

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to communicate information
about your product or service.

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It has some

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upsides.

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It can reach a lot of people.

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It can grab attention.

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In most cases, it does cost money.

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You're paying them to do this.

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And, I think, that we're
seeing more and more,

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that the internet is really good at

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honing in on tight target markets

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that are really, likely, consumers,

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and you can really hone
advertising, you know,

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to reach those who are your,
you know, core targets.

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But a lot of advertising

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is thinking about who is my target market,

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and what's the best media to reach them.

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Where are they?

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How am I going to best
get their attention?

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Sales promotion is offering
some kind of a deal.

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It's buy my stuff.

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It's try this.

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It's a way to get it into their hands.

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Folks who maybe aren't already buying it.

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In some cases,

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it's related to the hurdle
model of price discrimination.

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If they have to send in a coupon,

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or get a rebate,

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or buy one, get one free,

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that they do have to go over
a hurdle, in some cases,

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but it's sort of offering
a really good deal.

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Try this.

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Buy two, get one free.

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Really, trying to get it into the hands

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of those who aren't already consuming it,

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have them try it, and
like it, and say, "Yes".

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This is a great thing.

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It can be overused, though,

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so that there is a danger.

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If the only time

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when folks buy your thing

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is when it's on sale,

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then they're gonna wait,

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and they're gonna wait until it's on sale,

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and they might undervalue it.

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As we learned,

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sometimes price is a signal of quality,

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and if you are always positioning yourself

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as the buy it cheap,

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then they might undervalue it,

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think that you're not
a high quality product.

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And finally,

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usually especially with sales,

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like a 50% off sale,

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it is you who pays the difference.

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So, if your product is on a store shelf,

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they run a sale,

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yes, they wanna sell it,

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they want to get your name out there,

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but it's not like the
store is taking a hit.

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You take that hit

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for most examples that I know of.

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The store is getting the same margin,

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or the same proportion,

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as they would if it were full price,

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and the sale price,

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it's you that makes it up.

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Next, I'm gonna talk a little
bit about social media,

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which is obviously a
really dominant player

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in our

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marketing space right now.

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Social media can play a very large role

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in the promotion of your
business organization.

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It can do a lot of things.

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It can create a buzz,

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a viral campaign.

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It enables fans to promote,

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so it gives fans and
customers a vote, and a voice,

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in the ability to do promotion for you.

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You can facilitate online conversations,

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it can build trust and loyalty,

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and it also establishes your expertise.

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Remember that social media

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should be as much a
stethoscope as a megaphone.

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It's as much listening
to what others are saying

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than screaming out your message.

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And this is really important
for trust building.

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And as well, it's not about control.

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That if you're listening,

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and letting others speak,

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and initiating a conversation
about your product,

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or even about the space

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in which your product is operating,

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it allows others to contribute,

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and it really builds trust in you,

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that you are a credible voice.

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And thinking back to
how important trust is

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in the funnel that I showed
you a little while ago,

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this can really be an
important part of that.

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There are many, many, many social media

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and online resources,

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that we use now.

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Here's a few.

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I'm sure that I miss some,

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but you can tell me more about it

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when we discuss it in class.

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All of these fit into an
integrated promotion plan.

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So these are sort of the tools,

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what we were just talking about,

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tools that you can use

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at your disposal

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to incorporate into a plan,

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to work through the funnel,

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and to achieve your goals.

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And so, I'm gonna talk
a bit about each one.

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The first step,

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and we've done a lot of
work in this already,

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is, who's your target?

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Who are you?

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To whom are you directing the promotion?

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Who are you targeting?

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Is it first customers?

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Is it opinion leaders?

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Is it one of your key segments?

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Who's the audience?

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Who are you trying to reach here?

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Next, you want to make an objective.

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So, knowing where you want to
end up, is really important.

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An objective is very,

272
00:13:54,960 --> 00:13:57,240
a clear statement of,

273
00:13:57,240 --> 00:13:59,130
this is where we want to be,

274
00:13:59,130 --> 00:14:01,710
this is what we want to achieve.

275
00:14:01,710 --> 00:14:04,140
And it might be any of these three A's,

276
00:14:04,140 --> 00:14:05,790
or maybe more than one,

277
00:14:05,790 --> 00:14:07,080
or all three,

278
00:14:07,080 --> 00:14:10,050
but something about awareness,
attitudes and action.

279
00:14:10,050 --> 00:14:12,330
And we're gonna talk, in the next slide,

280
00:14:12,330 --> 00:14:15,303
about SMART objectives.

281
00:14:18,060 --> 00:14:20,400
And SMART is an acronym,

282
00:14:20,400 --> 00:14:24,780
specific, measurable,
achievable, realistic.

283
00:14:24,780 --> 00:14:28,710
I also like the term
relevant, and time bound,

284
00:14:28,710 --> 00:14:30,753
and I'll walk through each one.

285
00:14:33,720 --> 00:14:36,600
So again, SMART objectives
are these things,

286
00:14:36,600 --> 00:14:37,620
it's specific,

287
00:14:37,620 --> 00:14:40,020
it tells exactly what you want to achieve.

288
00:14:40,020 --> 00:14:41,430
It's immeasurable.

289
00:14:41,430 --> 00:14:42,710
There's like a numerical,

290
00:14:42,710 --> 00:14:45,060
or a very clear way,

291
00:14:45,060 --> 00:14:45,893
to measure,

292
00:14:45,893 --> 00:14:48,555
"Did I meet this or not?"

293
00:14:48,555 --> 00:14:51,630
It's a specific measurable achievement

294
00:14:51,630 --> 00:14:53,040
that you want to measure.

295
00:14:53,040 --> 00:14:54,363
Is it achievable?

296
00:14:56,250 --> 00:14:59,100
Is it something that you can do

297
00:14:59,100 --> 00:15:00,930
with the resources that you have?

298
00:15:00,930 --> 00:15:03,513
Can you reasonably attain this?

299
00:15:05,640 --> 00:15:08,400
And often, the other A is attainable.

300
00:15:08,400 --> 00:15:10,830
R, it says here, realistic,

301
00:15:10,830 --> 00:15:12,570
again, can you do it?

302
00:15:12,570 --> 00:15:16,053
I also like the R for relevant,

303
00:15:16,920 --> 00:15:18,333
which is,

304
00:15:19,170 --> 00:15:22,260
will it help you achieve the broader,

305
00:15:22,260 --> 00:15:24,360
the broader objective,

306
00:15:24,360 --> 00:15:27,330
and the broader mission
of your organization?

307
00:15:27,330 --> 00:15:29,640
And finally, time-bound,

308
00:15:29,640 --> 00:15:32,403
and when do you want this to be done?

309
00:15:37,200 --> 00:15:38,640
So, here's an example

310
00:15:38,640 --> 00:15:40,680
of a not SMART objective,

311
00:15:40,680 --> 00:15:42,570
and a SMART objective.

312
00:15:42,570 --> 00:15:44,853
So, if I really wanna boost enrollment,

313
00:15:48,539 --> 00:15:49,410
I might have wanted,

314
00:15:49,410 --> 00:15:51,540
I want students to enroll in my class.

315
00:15:51,540 --> 00:15:54,750
But, if I would say
50% of C-D-A sophomores

316
00:15:54,750 --> 00:15:58,380
will apply for enrollment in C-D-A-E 168

317
00:15:58,380 --> 00:16:00,060
in a specific semester,

318
00:16:00,060 --> 00:16:02,580
that would be SMART,

319
00:16:02,580 --> 00:16:04,560
because it's specific.

320
00:16:04,560 --> 00:16:07,563
What I want them to do, enroll,

321
00:16:08,610 --> 00:16:10,290
or apply for enrollment.

322
00:16:10,290 --> 00:16:14,433
It's measurable, 50% of all sophomores.

323
00:16:16,626 --> 00:16:17,459
It is achievable,

324
00:16:17,459 --> 00:16:20,940
'cause, you know, hopefully
people will do it.

325
00:16:20,940 --> 00:16:23,940
It's realistic, or relevant,

326
00:16:23,940 --> 00:16:28,940
because I want people to enroll

327
00:16:29,280 --> 00:16:30,330
'cause I want to teach,

328
00:16:30,330 --> 00:16:31,620
because I love to teach,

329
00:16:31,620 --> 00:16:32,700
and that's my job.

330
00:16:32,700 --> 00:16:34,260
And it's time-bound,

331
00:16:34,260 --> 00:16:36,960
that when this semester starts,

332
00:16:36,960 --> 00:16:39,120
that's when we look and see

333
00:16:39,120 --> 00:16:40,590
if I've achieved my goal.

334
00:16:40,590 --> 00:16:42,630
And we'll do some practice in class

335
00:16:42,630 --> 00:16:44,250
of writing SMART objectives,

336
00:16:44,250 --> 00:16:45,870
and be assured,

337
00:16:45,870 --> 00:16:49,053
you're gonna see SMART objectives again.

338
00:16:52,290 --> 00:16:54,210
Next, is a budget.

339
00:16:54,210 --> 00:16:56,460
How much do you wanna spend?

340
00:16:56,460 --> 00:16:59,430
And basically, there's four main options.

341
00:16:59,430 --> 00:17:03,360
Again, these may not
be mutually exclusive,

342
00:17:03,360 --> 00:17:06,660
but it's four sort of things
you can think about first.

343
00:17:06,660 --> 00:17:08,820
Sometimes it's simply a percent of sales.

344
00:17:08,820 --> 00:17:10,740
For every dollar I get in sales,

345
00:17:10,740 --> 00:17:15,740
I'm gonna spend 5 cents,
or 10 cents, on promotion.

346
00:17:16,470 --> 00:17:18,270
It's a fairly straightforward
in the number,

347
00:17:18,270 --> 00:17:20,070
but it may not pay for itself.

348
00:17:20,070 --> 00:17:23,520
Next, is competitive parody.

349
00:17:23,520 --> 00:17:26,730
And we see this, like, Coke and Pepsi,

350
00:17:26,730 --> 00:17:28,740
that if you see a big boost by Coke,

351
00:17:28,740 --> 00:17:30,360
you can almost be assured,

352
00:17:30,360 --> 00:17:32,580
Pepsi is gonna respond.

353
00:17:32,580 --> 00:17:35,520
So, doing what your competitors are doing.

354
00:17:35,520 --> 00:17:37,920
Third, is all you can afford.

355
00:17:37,920 --> 00:17:40,650
So, once the bills are paid,

356
00:17:40,650 --> 00:17:43,410
and, you know, you made payroll,

357
00:17:43,410 --> 00:17:45,930
you've paid your vendors,

358
00:17:45,930 --> 00:17:47,280
you paid your taxes,

359
00:17:47,280 --> 00:17:49,083
hopefully, you've paid yourself,

360
00:17:50,280 --> 00:17:51,600
you can think, well what's left?

361
00:17:51,600 --> 00:17:55,530
And let's put that toward marketing.

362
00:17:55,530 --> 00:17:57,600
But maybe the best way,

363
00:17:57,600 --> 00:18:00,540
is to think about the
objective and the task.

364
00:18:00,540 --> 00:18:03,510
So come up with a really
good, one or more,

365
00:18:03,510 --> 00:18:04,863
SMART objectives.

366
00:18:06,210 --> 00:18:10,170
And then, what does it
take to accomplish this?

367
00:18:10,170 --> 00:18:11,880
How much money will it take

368
00:18:11,880 --> 00:18:14,340
to actually achieve this smart goal?

369
00:18:14,340 --> 00:18:15,573
And do it like that.

370
00:18:20,850 --> 00:18:22,470
The next consideration is

371
00:18:22,470 --> 00:18:27,470
what is the theme, and the
message, of your promotion.

372
00:18:28,080 --> 00:18:33,080
So, the theme should be
closely tied to your position.

373
00:18:33,300 --> 00:18:34,390
So each

374
00:18:37,110 --> 00:18:39,030
bit of promotion that you should do,

375
00:18:39,030 --> 00:18:41,970
should be boosting that position,

376
00:18:41,970 --> 00:18:43,980
to be tied very closely,

377
00:18:43,980 --> 00:18:45,690
clearly articulating,

378
00:18:45,690 --> 00:18:49,320
this is where we are in the marketplace,

379
00:18:49,320 --> 00:18:51,390
and I'm going to tell you about it.

380
00:18:51,390 --> 00:18:52,950
So if you're interested

381
00:18:52,950 --> 00:18:54,750
in a product or service

382
00:18:54,750 --> 00:18:56,940
that is in this position,

383
00:18:56,940 --> 00:18:58,413
we are the ones for you.

384
00:18:59,670 --> 00:19:01,050
And finally,

385
00:19:01,050 --> 00:19:03,390
the message is,

386
00:19:03,390 --> 00:19:07,140
you know it's really
going to differ by target,

387
00:19:07,140 --> 00:19:09,870
and what kind of media that you use.

388
00:19:09,870 --> 00:19:12,930
Three, very common appeals,

389
00:19:12,930 --> 00:19:15,330
and you'll see these a lot in advertising,

390
00:19:15,330 --> 00:19:18,030
is sex, fear, and humor.

391
00:19:18,030 --> 00:19:21,180
And we'll think about
examples of each of those

392
00:19:21,180 --> 00:19:23,013
when we discuss it in class.

393
00:19:26,520 --> 00:19:29,310
And I invite you to watch this and see

394
00:19:29,310 --> 00:19:32,100
which, if any, of those
three that you see here,

395
00:19:32,100 --> 00:19:34,530
fear, sex, and humor,

396
00:19:34,530 --> 00:19:36,150
are any of them in play here?

397
00:19:36,150 --> 00:19:38,580
So copy and paste this,

398
00:19:38,580 --> 00:19:41,463
and watch the video.

399
00:19:45,990 --> 00:19:48,330
Next, you wanna circle back,

400
00:19:48,330 --> 00:19:50,880
and see did I meet the objective?

401
00:19:50,880 --> 00:19:51,933
So,

402
00:19:53,610 --> 00:19:54,930
you think about, you know,

403
00:19:54,930 --> 00:19:56,940
since it's measurable and time-bound,

404
00:19:56,940 --> 00:19:59,490
you go to that time and
you see, did we make it?

405
00:19:59,490 --> 00:20:01,770
Here's a whole bunch of ways

406
00:20:01,770 --> 00:20:03,150
that you can think about

407
00:20:03,150 --> 00:20:05,193
whether we met our objective or not.

408
00:20:08,460 --> 00:20:13,110
The actual measure can be rather tricky.

409
00:20:13,110 --> 00:20:14,790
So we wanna think about our R-O-I,

410
00:20:14,790 --> 00:20:16,260
or returns on investment.

411
00:20:16,260 --> 00:20:19,680
So marketing expenditure is an investment,

412
00:20:19,680 --> 00:20:21,240
and we, if possible,

413
00:20:21,240 --> 00:20:25,140
wanna think about a cost benefit ratio

414
00:20:25,140 --> 00:20:27,690
for some measurable benefit.

415
00:20:27,690 --> 00:20:29,190
So thinking back, you know,

416
00:20:29,190 --> 00:20:31,740
for sales, or for new customers,

417
00:20:31,740 --> 00:20:34,890
or for folks who've stopped by our store,

418
00:20:34,890 --> 00:20:37,983
or whatever the objective is,

419
00:20:39,390 --> 00:20:44,280
what was the cost per,
sort of, successful event?

420
00:20:44,280 --> 00:20:48,183
And calculating that ratio can be helpful.

421
00:20:51,510 --> 00:20:54,780
And again, we can think of
terms of know, like, and trust.

422
00:20:54,780 --> 00:20:59,520
What does it cost to
achieve each of these steps

423
00:20:59,520 --> 00:21:02,403
down the funnel?

424
00:21:05,040 --> 00:21:08,970
So here are some clear metrics of success,

425
00:21:08,970 --> 00:21:12,120
sales revenue, new orders, new customers,

426
00:21:12,120 --> 00:21:14,010
some kind of action taken,

427
00:21:14,010 --> 00:21:15,060
entering the store,

428
00:21:15,060 --> 00:21:16,530
clicking on an ad,

429
00:21:16,530 --> 00:21:18,270
liking your Facebook page,

430
00:21:18,270 --> 00:21:19,470
joining an email,

431
00:21:19,470 --> 00:21:20,460
purchasing,

432
00:21:20,460 --> 00:21:24,723
download a coupon.

433
00:21:26,250 --> 00:21:27,630
So those are all, like,

434
00:21:27,630 --> 00:21:32,160
clearly measurable outcomes

435
00:21:32,160 --> 00:21:33,660
with clear numbers

436
00:21:33,660 --> 00:21:34,950
that you can measure.

437
00:21:34,950 --> 00:21:37,920
But you also may wanna
measure brand awareness,

438
00:21:37,920 --> 00:21:40,953
which is a little bit more nebulous.

439
00:21:44,130 --> 00:21:45,960
So here's some tools that you can use

440
00:21:45,960 --> 00:21:47,970
to measure brand awareness.

441
00:21:47,970 --> 00:21:51,030
You can do an online survey or interview,

442
00:21:51,030 --> 00:21:54,333
and ask about did they see an ad?

443
00:21:56,787 --> 00:21:57,620
When you say,

444
00:21:57,620 --> 00:22:00,930
name a business or an
organization that does this,

445
00:22:00,930 --> 00:22:02,550
do you come to mind?

446
00:22:02,550 --> 00:22:07,080
You can try to measure favorability.

447
00:22:07,080 --> 00:22:08,100
Do they, sort of,

448
00:22:08,100 --> 00:22:11,190
remember your tagline,

449
00:22:11,190 --> 00:22:14,220
or know your logo,

450
00:22:14,220 --> 00:22:18,423
and you can ask 'em whether or
not they intend to purchase.

451
00:22:21,120 --> 00:22:23,100
So here are ideas that you can use.

452
00:22:23,100 --> 00:22:26,310
So, you can use different promotion codes.

453
00:22:26,310 --> 00:22:28,860
So I know, like, sometimes,

454
00:22:28,860 --> 00:22:32,970
I like to listen to sports talk radio,

455
00:22:32,970 --> 00:22:34,920
and they may doing an ad for,

456
00:22:34,920 --> 00:22:37,020
and I'm just think thinking out loud here,

457
00:22:37,020 --> 00:22:38,850
1-800-FLOWERS,

458
00:22:38,850 --> 00:22:40,170
which is an online, like,

459
00:22:40,170 --> 00:22:44,463
send flowers to your wife,
your mother, you know, etc,

460
00:22:45,720 --> 00:22:46,653
or whomever,

461
00:22:47,760 --> 00:22:52,760
and it's like me, you know,
mention the, you know,

462
00:22:52,890 --> 00:22:57,890
put the words Mike and Mike
for the ESPN radio show.

463
00:22:58,440 --> 00:23:00,000
It has a promo code,

464
00:23:00,000 --> 00:23:01,320
and you'll get, you know,

465
00:23:01,320 --> 00:23:02,760
some percentage off.

466
00:23:02,760 --> 00:23:05,010
So, that lets them know

467
00:23:05,010 --> 00:23:09,810
that whoever enter that code,

468
00:23:09,810 --> 00:23:14,430
heard about this on the
Mike and Mike radio show.

469
00:23:14,430 --> 00:23:19,383
In the same way, you can
offer different U-R-Ls.

470
00:23:22,232 --> 00:23:23,280
You can use the hurdle model of

471
00:23:23,280 --> 00:23:25,860
mention this ad, and
you'll get a thing off,

472
00:23:25,860 --> 00:23:27,120
and then, you know,

473
00:23:27,120 --> 00:23:28,530
that they saw that ad.

474
00:23:28,530 --> 00:23:30,900
Or different coupons.

475
00:23:30,900 --> 00:23:34,830
So you might send one style
to one geographic area,

476
00:23:34,830 --> 00:23:36,780
and another to another.

477
00:23:36,780 --> 00:23:40,080
Put one in one newspaper, one in another.

478
00:23:40,080 --> 00:23:41,310
When they redeem them,

479
00:23:41,310 --> 00:23:46,110
then you know who, where they came from,

480
00:23:46,110 --> 00:23:50,670
and what newspaper, or
what medium, they used.

481
00:23:52,470 --> 00:23:53,640
It's a really important,

482
00:23:53,640 --> 00:23:54,473
especially, you know,

483
00:23:54,473 --> 00:23:55,306
if you have a storefront,

484
00:23:55,306 --> 00:23:56,790
especially if you're new,

485
00:23:56,790 --> 00:23:58,440
or, you know, people coming to you,

486
00:23:58,440 --> 00:24:00,270
how did you learn about us?

487
00:24:00,270 --> 00:24:01,410
It's really important.

488
00:24:01,410 --> 00:24:03,750
It's a really simple question,

489
00:24:03,750 --> 00:24:05,583
but it can be really important.

490
00:24:07,320 --> 00:24:10,023
And we'll think about
other ideas as we go.

491
00:24:14,580 --> 00:24:16,890
So again, here are SMART objectives.

492
00:24:16,890 --> 00:24:18,900
Make sure your objectives are SMART,

493
00:24:18,900 --> 00:24:21,240
and we will do an exercise in class

494
00:24:21,240 --> 00:24:23,370
where you come up with one or more,

495
00:24:23,370 --> 00:24:25,203
'cause I want you to be able to.