Monday, January 28, 2019

The 5 Stages of A Consumer-Brand Relationship


Building a relationship with the consumer is key to your brand’s success. You must be aware of the relationship stages a consumer and brand must go through to build a solid foundation over time. To evolve, your brand must create a positive experience for the consumer. Here are the five stages of a consumer-brand relationship:
Stage 1: Attraction
This is the first stage of the relationship. The consumer recognizes that your brand is visually appealing. Everything is consistent across all platforms and it shows that your brand is serious about their appearance. Your identity stands out from your competitors and the consumer only have eyes for you. The consumer overlook your brand’s flaws and only focus on what looks pleasing. The consumer starts to see that there are other qualities in your brand and starts to develop feelings.
Stage 2: Intimacy
If the consumer decides to take things to the next level, you have entered the intimacy stage. Your brand must respect the fact that the consumer has boundaries around intimacy. By nurturing the consumer over time, your brand will show its loyalty and affection. You have come to realize that the bond the consumer has with your brand is deeper than visual attraction. As the relationship goes on the consumer can feel a little bored at times if your brand is not staying current on the latest trends. So, you must refresh your brand’s message over time to keep the spark alive.
Stage 3: Understanding
Through trial and error, you will learn what the consumer likes or dislikes about your brand. Building a strong bond is crucial to your brand’s success. If that bond is broken your brand will be left with negative feedback that can harm the next relationship. If your brand is satisfying the consumer but want to expand to new markets then the consumer will leave your brand behind. Your brand must have a thorough understanding of the consumer. Without a solid strategy, you will mostly likely not past this stage.
Stage 4: Stability
If the consumer and your brand can navigate through the weaknesses and strengthen them, then they start to settle down. Putting the consumer first is essential to your brand’s growth. This relationship is built on trust, security, and consistency. It’s not about the amount of money you spend to get the consumer but the effort you put into the relationship that creates brand equity. The more your brand provide solutions to the consumer needs, the more stable the relationship will be.
Stage 5: Commitment
Now that the consumer has history with your brand and can work through your differences, you have made it to the final stage. Two-way communication is very important to have a long-lasting relationship. You must treat the consumer as if their opinionmatters. The consumer is committed to your brand so there is no need to step outside the relationship and have an affair with your competitor. Your brand has done everything in its power to keep the consumer happy.
These relationship stages can prepare your brand and the consumer for their future.
 If you need help building your consumer-brand relationship, contact us to get started!

How To Use Stories To Engage With Your Audience?


Stories are now taking over the digital world. If you are not familiar with stories, it’s time for your brand to become more social media savvy. Stories are a collection of rotating videos and/or photos that lasts for 24 hours. They are featured above your news feed and they are attracting more attention from users. Snapchat may have introduced Stories, but Facebook and Instagram are using it more successfully. In a market oversaturated with ads, people like to see stories because it makes brands look more authentic. This can be the best way to reach your target audience. Stories will be the most powerful form of social interaction in 2019. 
Here you will find out what you need to know about using stories to engage with your audience.
Increase Customer Engagement
Knowing which type of stories to share can be difficult without a social media strategy. You should have a content calendar dedicated to stories. 64% of brands have either implemented Instagram stories into their social media strategy or plan to do so over the next year, according to Hootsuite. To know which type of stories should be used for your brand, it all depends on the industry you are in. 
These next several tips should help you get started:
Tip #1: Ask for feedback
It’s time to start treating your customers as if their opinions matter. You can do so by asking your customers what type of content they would like to see. By listening to your audience your brand will gain long term customers.
Tip #2: Share your accomplishments
Your accomplishments position you as an expert in your field and it attracts more business. Being awarded shows that you work hard to provide your customers with top quality products or services.
Tip #3: Share customer reviews
Reviews are great because they are short snippets of text that works perfectly for social media. Sharing reviews can help to build trust and it proves you have an amazing brand. These reviews show that your brand has raving fans.
Tip #4: Share Behind-the-Scene moments
Sharing behind-the-scene moments means sharing things that people usually don’t see. It shows that you are real and there is a process behind running a successful brand. Capture what’s going on in your day-to-day routine to let you followers know that you can relate to them. 
What’s New in The Digital Market?
Brands need to take advantage of using the fastest growing social media networks. Stories are now growing 15 times faster than feed-based sharing, according to consulting firm Block Party. It can be hard to predict what the newest marketing trends will be, but we have you covered. 
Recent Releases:
Countdown Sticker
Instagram has released the Countdown sticker; this sticker can be used to notify your followers of upcoming events or sales with a limited period. The Countdown sticker is a great reminder for your followers that generate greater results. This year you can expect Instagram to come out with more stickers like the Countdown to help brands engage with their followers through stories.
YouTube Stories
YouTube recently rolled out a story feature for its content creators. This feature is only available to users that have 10,000 subscribers or more. Stories can stay up for 7 days rather than 24 hours and they allow their users to comment with images or videos. 
We hope this information has helped you to better understand the importance of implementing stories into your marketing strategy.
If you need help with creating a social media strategy, contact us to get started!

Tips For Refreshing Your Brand In 2019


2019 has arrived! You have probably made a resolution to grow your brand, and so has every other entrepreneur. This is the best time to create brand goals and steps to accomplish them. You must know why achieving these goals are important for your business. Hold yourself accountable by planning to complete small tasks until your goals are reached. If one of your resolutions is to refresh your brand, then these helpful tips are just for you.
Prolong Your Brand’s Shelf-Life
If your brand has not been updated in a couple years it has reached its shelf-life. It is time to refresh the main elements of your brand: your identity, promise, perception, values, and positioning. Your brand must focus on the consumer needs and always remain loyal to them. You can build a strong brand by effectively communicating the factors that differentiate you from your competitors. Your brand may not be relevant in today’s market because it has not progressed as the industry evolved. To stay ahead of the curve, you should implement market trends for long term business growth.
Evaluate Your Website Preservatives
Your website should give visitors a positive impression when viewed online. Look at all the pages on your website to see what needs to be improved. Remove old content that may not be relevant today. Make sure everything is working and loading properly. Check for any outdated plugins or themes, incorrect information, and broken links. If you have a blog, add new content to keep your visitors interested in your offerings. Invest in new website graphics
to catch the user’s attention. The call-to-action is the key ingredient to a successful website; so you must use this effectively on your website. 
Boost Your Organic Marketing Strategy
People are constantly looking for brands to do business with. If your brand wasn’t generating much traffic last year, it’s time to fix that. Gaining online visibility takes a lot of effort, but consistency adds organic value. How people search online is constantly changing with Alexa, Siri and Google Assistant. Voice searches now make up 20% of all searches on mobile devices. Make sure your keywords are relevant with both voice and type search. Also, add new content consistently to your website and social media to increase your search rankings. Last but not least, engage with your audience on a personal level through your social channels. 
Now that you are more aware of why you should refresh your brand, we hope that you implement these tips throughout the new year. 
Do you need help freshening up your brand? Contact us to get started!

Chatbots: The Future of Millennial Marketing


You should know by now that the millennial generation, born between 1981 and 1996, makes up a large portion of the buying population. Email and phone calls are not the best ways to communicate with millennials. You must reach them where they already are. Texting and direct messaging are the most preferred methods of contact when you are targeting millennials. 
By 2020, 85% of communication with businesses will be done without interacting with a human, according to Gartner Research. While it is important to have a little human interaction online, frequently asked questions can be programmed using your Chatbot. Millennials prefer to deal with customer service issues rather quickly than waiting on the line for a sales representative. 
Using technology to beat your competition
Your business must adapt to the way millennials make decisions. If you can’t keep up with this generation you are missing out on a large market. Millennials like to do business with brands that can offer them convenience. If you are not using Chabots you should check to see if your competitors have caught on to this emerging technology. If not, this could help you stand out in your industry when gaining millennial customers. Once you recognize the benefits of using a Chatbot you won’t regret incorporating it into your business.
Engaging with new technology
Millennials embrace new technology while others may prefer to hear a human’s voice. That is why it is important to offer both forms of communication. Millennials are connected to their devices 24/7 which means they may be looking for a response at any moment of the day. Don’t let this technology scare you from using it in your business because it’s not what works for you it’s what works for the customer. 
The benefits of using Chatbots
Some of the popular brands like Starbucks, Pizza Hut, and Spotify are using Chatbots to allow customers to place orders and get recommendations. Here are a few ways you can use Chatbots in your business. 
1. Product Suggestions
Some consumers may not know what they want to purchase so you can make suggestions based on what they like. 
2. Easy Purchasing
It can be extremely easy to order with Chatbots. Texting, tweeting, and voice commands are a few ways you can make a purchase. 
3. Schedule Meetings
It can be difficult to juggle your schedule. Chatbots can sync to your calendar and offer to schedule meetings for you. 
Chatbots are the future of customer support. Are you using this within your business? If not, contact us to get started.

Branding Done Right: 3 Common Mistakes To Avoid


As a small business with a limited budget, investing in your brand can be overwhelming. Doing things the correct way can save you time and money. Building a brand is more than making it look pretty, it’s your brand personality that adds value to the customer experience. You must offer something to your audience that is different from your competitors. As your business evolves, so should your brand. To gain this, we want to make sure you avoid these three branding mistakes during the process.
1. Not Understanding Your Audience
When you know who your target audience is and what they want your business will succeed. If you don’t have a clear vision or mission your brand will get lost within the crowd. If you don’t provide a solution to their challenges then having a visually pleasing brand doesn’t matter. You must do your research to understand your audience. Your brand is your customer’s perception. Your marketing strategy will not be effective if you don’t find your voice. Ask your market what they like because you are selling to them – it’s not about what you like personally. By doing this, it will help you to create the perfect marketing strategy. The more you know about your audience, the more marketing power you will have.
2. Inconsistent Brand Identity
A company must use the same logo across all platforms. If your brand has several different logos it confuses the customer and it shows you are not serious about your brand. Why would a potential customer want to do business with a brand that is all over the place? To achieve a consistent look, you must invest in hiring a professional graphic designer. It takes research and planning to create a unique brand identity. You can’t get this by hiring an amateur. When others are using your branded elements, they must use them in the correct way. A brand standards manual is guide that shows how your brand should and should not be used. This way you don’t have to keep explaining your brand process and everyone must use the same guidelines. 
3. Not Protecting Your Brand
Protection is the next step after you’ve created a strong brand identity. Just because you did a name registration with the state or purchased a domain doesn’t mean your brand name cannot be used by someone else. Your brand must be trademarked or someone can take the same thing you put time and effort into. It is a waste of money to invest in a name someone else already owns. What’s worst is they can stop you from using it. If you are building a solid foundation for your brand you must protect it from the ground up or that foundation can get knocked down. Registering your trademark through the U.S. Patent and Trademark Office is the best way to protect your brand. You want to stand out from your competitors and not become a copycat by using something that is not yours to begin with.
Do you need help building an iconic brand? Contact us to get started!

How Nike Made A Bold Decision In Advertising


On September 4, 2018, Nike took a huge risk by using former NFL quarterback Colin Kaepernick in their 30th “Just Do It” anniversary campaign. For those of you that don’t know, Kaepernick is the former 49ers quarterback who kneeled on the field during the National Anthem in protest of police violence. “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color,” Kaepernick told NFL Media. The anniversary campaign also feature other athletes like Serena Williams, LeBron James, Odell Beckham Jr., Lacey Baker, and Shaquem Griffin. Is this the type of controversy that sets them apart from their competitors? Should other brands make bold decisions like Nike did?
Using Controversy To Gain Attention
To reach a specific audience, you must get their immediate attention. What issues are they facing and how can you support those issues? It was brave of Nike to stand up for political issues. Brands can use political issues to be an influence. Nike’s target consumeris younger and more liberal on social issues than the average voter. Which means being liberal is good for business
When this ad launched, the whole world had an opinion about Nike. Many people made threats and boycotted the brand, some going as far as burning their products but that didn’t stop Nike from taking a stand. There were more consumers supporting them than most expected. This is one of many bold ads over the last 30 years. Are you willing to sacrifice everything for what you believe in? 
Making A Huge Impact 
Many expected Nikes’ sales to decrease, due to immediate backlash. However, this debate caused a 31% increase in sales over a three-day period, according to Edison Trends. Sales are 17% more than last year during this period. The campaign has become the trending topic in the media. Nike has been mentioned 2 million times and counting on social media. Nike’s seen other means of financial growth since, though Nike’s stock dipped a bit in the days after the ad was released, it’s already bounced back, growing 2.67 percent, according to Bloomberg. Nike has made the right move because they have done their research and knows this campaign resonates with their target audience. Their continued success and increase in sales proves this point. 
Let us develop a marketing strategy that focuses on millennials! Visit Badie Designs to learn how we can impact your growth with digital marketing.

Top 5 Ecommerce Website Designs In 2018


Ecommerce websites have become the future of shopping. It is more convenient for items to arrive at your door than standing in long lines to buy items. More brick and mortar stores are closing due to the power of online shopping. There are many websites competing for customers. If your website fails to present a user-friendly experience then you’re missing out on sales. An attractive website that is mobile optimized is the key to having online success. 
We have listed the top 5 ecommerce website designs in 2018. This list should give you some ideas on what features to use to improve your website. 
New York Times Cooking is the best recipe site for browsing years of recipes. This website offers a personal experience. NY Times Cooking has easy-to-use options for creating your own cookbook. The user can choose from popular dinner recipes and categorize them by chapters. There is also an option to choose the type of binding you want to put the final touches on your cookbook.
Crossrope offers a fun jump rope experience. What makes them stand out is their commitment to their customers. Not only do they sell products but they engage with their customers by offering them tutorials and challenges to achieve their fitness goals. This website uses white space to make their content more legible and to focus the user’s attention on the images surrounding the content. 
Simply Chocolate is a chocolate company in Copenhagen, Denmark. This fun and interactive website showcases each product with their ingredients in motion. Using the parallax scroll effect you can view all their products easily and unwrap the chocolate bars. Simply Chocolate used minimal information because the images told the story. This website also uses creative headings with consistent content. 
Shwood offers the world’s finest wood sunglasses and eyewear. Their rotating feature is great for viewing all sides of the products. The product pages use animation to focus on the sunglasses features and materials. Once the user’s attention is captured, videos are used to show the process. Everything you need is on the product page so there is no need to go searching for details. 
Marks & Spencer is a major British multinational retailer located in London. This website offers a range of great filters, but our favorite is the rating system. This is a filter that many retailers don’t use on their websites. Potential customers like to view reviews when they are unsure of which products to purchase. Smart filtering makes the user experience helpful by narrowing down their product search. Filters can serve as search engines for products. 
Need help with improving your ecommerce experience? Contact us to get started.

Badie Designs Named Best Creative Agency in Georgia


We are excited to announce that our agency was named one of the best creative agencies for 2018. Badie Designs is ranked #16worldwide and #1 in Georgia. We received this honor from DesignRush, a guide to finding the best creative agencies, categorized by their experience. Design Rush helps users find the best agency partner to grow your business. Their list of full-service creative agencies combine experts in branding, design, and marketing. We’re recognized as a top Graphic & Print Design Company on DesignRush. We are proud to stand out as a leader in the creative industry among many others around the world. 
At Badie Designs, we work closely with our clients to provide them with the best creative solutions aimed at achieving business growth. We take care of your visual representation while you run your business. Our team is passionate about creating brand identities, websites and marketing campaigns for small and large businesses. We can assist any client no matter the location or industry. We are a millennial-owned agency, leading the way for the digital future by being up to speed on the latest technologies. To be recognized in our industry for all our hard work is an honor. We take pride in being rated as a five-star agency because we ensure our clients are satisfied with the outcome of their projects. All our clients are top priority. 
By being an award-winning agency, it shows that we are creating some of the best work within our industry. Winning awards can expand our business to new clients and differentiate us from the crowd. Awards can provide value to our bottom line and increase our visibility. The awards showcasing a specific project can put the attention on the client and increase their visibility as well. What makes us a winner even without an award is providing high quality work that makes our clients happy.
We would like to thank all our clients for their ongoing support and trusting us with their brands. We would not be where we are today without them. We will continue to grow as a creative agency because of our dedication to the success of our clients. We look forward to continuing our partnership with DesignRush, and we hope to be included in the list again next year. You can view our DesignRush profile here.
Ready to work with an award-winning agency? Contact us to get started.

Badie Designs awarded IDA Honorable Mention for 2017


Badie Designs, a design and marketing agency in Atlanta, has been awarded with the honorable mention for the 2017 International Design Awards. This logo design shows that we work very hard to provide our clients with the most creative solutions that increase growth and profitability. We are very excited to receive this award in the print category.
The International Design Awards received more than 3,100 submissions by companies and designers from 95 countries, in its 11th Annual Edition. The IDA recognizes legendary design visionaries from around the world to uncover emerging talent in Architecture, Interior, Product, Graphic, and Fashion Design. It has become one of the leading design awards in America. To view the full list of honorable mentions click here.
About Us
Badie Designs is a boutique creative agency that’s eager to elevate your business to the next level. We specialize in branding, web development and marketing. Badie Designs strive to stay at the forefront of design and marketing practices because technology has changed the way consumers view products and services. Our team enjoys working with businesses (both large and small). We’re renowned for our results. We’re skilled at working with national and international businesses in a broad spectrum of industries.
Visit Badie Designs to learn how we can impact your growth with creative solutions.

4 Ways To Engage With Your Visitors For The Holidays



The holidays are quickly approaching. If you haven’t prepared your website for the influx in seasonal shoppers yet, you’re already behind your competitors. It is too late to make major changes to your website so you can only make minor adjustments to improve the shopping experience. Online sales may increase up to 22% this holiday season and you don’t want to miss out on this kind of traffic. Not only do you need to make sure your website is up to speed and secure, but it should also have a holiday feel. 
Here are four simple ways you can engage with your visitors for the holidays:
1. Offer sale promotions 
Getting visitors to make purchases doesn’t have to be difficult if you are offering them great deals or incentives that they cannot resist. Some examples include free shipping, a discount with a short time period, and BOGO (buy one, get one free or half off). Make sure to do your research on competitor prices so that customers buy from you instead of your competitors. Updating your sales information and using banners to showcase your deals can be done in a short amount of time. 
2. Increase social interaction
Social media contests are a great way to gain new customers and engage with existing customers. You can choose the value of the prizes that will be given away according to your budget. Boosting your social ads helps you reach a larger audience, but make sure it is your target market. There are many ways to have your audience engage with your brand. Some examples include answering questions, playing a game, and sharing your best picture using the product. Contests increase social interaction with your brand. 
3. Recover abandoned carts
Are you having abandonment issues? If so, there are things you can do to lead the visitor to the purchasing process. With the abandoned cart rate being 70%, you must find ways to draw this traffic back to your website. When someone tries to leave your cart page, an amazing deal can popup. We recommend using Sumo to convert these users into customers. By having a retargeted ad campaign, your visitors will be shown the same products they abandoned which can force them to purchase. Using Facebook Pixelcan achieve this goal. These are smart ways to gain revenue that could have been lost. 
4. Provide live chat during this busy period
The holidays are the busiest time of the year for retailers, so customer service is crucial. Live chat is important because people often need help immediately. Engaging by email or phone is not the preferred method of contact during the holiday season. Someone could be having a technical issue or trouble finding something so having an agent available can help solve these problems. Offering gift suggestions is also a great way to improve the user experience. 
If you need assistance with your website, we can help you during this holiday season. Contact us to schedule a consultation.

Why Weight Watchers Rebrand Failed?


In September 2018, Weight Watchers announced that they were rebranding to become “WW”, which stands for “Wellness that Works.” The company is known for helping people with their weight goals by giving them points for eating healthy. After 55 years of being called Weight Watchers, they are making a huge shift from weight loss being their main goal to focuses primarily on mental well-being, fitness, and meditation. The decision to abbreviate their name with just initials is due to their brand name no longer aligning with their vision. We agree that every company must rebrand at some point, but will this rebrand have members confused? 
Core values abandoned to enter a new market.
Weight Watchers consumers weren’t dissatisfied with the old system, however, there was an opportunity for growth within the wellness industry and with technology. It’s going to take more than rebranding for them to become a lifestyle tech brand. Weight Watchers is known for dieting. Rebranding is not the change members need to help them live a balanced life. WW will still include the point system for food, but eating habits are only a small portion of healthy living. 
For a company that has never used a holistic approach and was focused on shedding pounds, they must understand what works for one member may not work for all members. Consumers must begin to change their mindsets to recognize the power of their bodies and focus on positive aspects in life. It may take some time for consumers to make this adjustment.
Here are a couple reasons why WW failed with their rebranding:
1. WW offended their most valued consumers.
Weight Watchers replaced their original brand for the initials “WW”, leaving many consumers confused by what it stands for. This rebrand has caused a lot of negative criticism. Their subscribers and revenue are gradually declining.
How to avoid this:
Choose a brand identity that won’t antagonize your target audience. And, if you’re going after a new market, make sure it’s an audience you can capture.
2. Rebranding made them unrecognizable.
It’s possible that some consumers won’t be able to recognize the formerly known Weight Watchers because of the new name, logo and packaging. This could lead them to buying from their competitors. 
How to avoid this:
Keep a consistent look that visually communicates who your company is. If you already have a great brand identity, getting rid of it could be a bad decision. Keep what works for the consumers and remove what doesn’t. 
Recognizing when it’s time to rebrand can seem difficult, but it doesn’t have to be. Contact us to learn more about rebranding your business.

Is Flash Dead?


If your website is still using Flash it’s time to bury it. Flash, released in 1996, was once the most popular multimedia software on the web. It was used to play animations, audio, videos and games. Since the web has progressed, so has the technology that is being used. HTML5 has become standard for websites and Flash is no longer needed. In 2011, 28.5% of websites used Flash; and last year (2017), under 7% of websites were using the software.
Most websites still using Flash haven’t been updated in a very long time. “Flash was created during the PC era – for PCs and mice,” according to Steve Jobs. In 2010, Jobs admitted that Adobe Flash needed to die and that Apple would not be supporting the software. Apple users haven’t been using Flash for some time now, which is why Adobe plans to kill it at the end of 2020. The web will be a safer place without it.
Here are several reasons why you shouldn’t be using Flash:
1. Flash is not supported on the iPhone and iPad which mean iOS users won’t be able to view your Flash content because it is hidden. With over 1 billion iOS users, you will lose a huge amount of traffic because of your poor website performance.
2. Flash is outdated software which makes it a target for hackers. Google Chrome, Mozilla Firefox, and Apple Safari browsers have disabled it for security reasons. It is recommended to uninstall Flash to help secure your computer.
3. You are required to install a Flash player to view interactive content which is most likely not going to happen with users today.
4. Flash slows down the speed of the browser because of the large file sizes. Web users don’t expect to wait over eight seconds for a page to load so don’t expect them to stick around.
5. It also consumes a lot of power. Technology must be fast for low power devices. Flash can kill your battery life and no one would like that. Using Flash can decrease your battery life as much as 33%.
6. Flash is not designed for touch screen devices which means it can only be used with desktop computers. With mobile devices exceeding desktop usage, this will decline online sales for your business if you are using Flash.
7. Flash can harm your search rankings because it is difficult to index this content. If you are looking to increase online traffic with SEO, you must use a better alternative like HTML5.
If you are unsure if your website uses Flash you can test it here.
Badie Designs strives to stay at the forefront of design and marketing practices because technology has changed the way consumers view products and services. Contact Badie Designs to learn how we can improve your website.

Why Update Your WordPress Website?


Your WordPress website needs to be updated just like your phone and other devices. When you don’t install the latest software versions, your website may malfunction or get infected with malware. We can continuously update WordPress as new versions are released. Before updating your website, it is important to have a current backup just in case things don’t go as planned. 
Is your website vulnerable?
Updates help to maintain security, increase your website speed, fix bugs and improve the functionalities. Many websites are vulnerable because they’re either running outdated software, using weak passwords or insecure hosting. It can be frustrating to have your website hacked because it can negatively affect your businesses reputation. For example, if a hacker places malware on your website, it may be flagged as “dangerous” or removed from search engines. How are new customers searching online going to find your website if you are not appearing in the results?
It doesn’t matter if you have a small or large amount of traffic. Many website owners with little traffic think that this cannot affect them but it can. There are 90,978 security attacks that happen every minute of each day. Cyber criminals who gain access to your website may redirect your traffic to another website, sell your customers’ information, or delete all your information. A hacked website can take some time to fix and it can get expensive. Why not have your website maintained than spend more money on fixing issues that could have been avoided? 
Our maintenance plans include the following:
• WordPress Updates
• Security Updates
• Plugin Updates
• Improving your websites user experience
• Installation of the SSL certificate
• Google Web Master Setup
Staying consistent with updates can be frustrating, but it doesn’t have to be. With our maintenance plans, we can handle these tasks for you. Let us manage your website, so you can take care of your business. Contact us to learn more about our maintenance plans.