Appendix H
Web Advantage
One of the other most
often asked question to the author is, how does one use Internet
for economic advantage? Following three articles by Shri Rajesh
Jain of Ravi Database Consultants Pvt. Ltd. Mumbai India, gives
partial answer to this question. These articles are originally
published in their webzine Indialine in the web.columns section.
Rajesh has graciously given his permission to include these in
this Users’ Guide. Many such articles of interest can be
read at http://www.indialine.com in the net.columns.
Shri Rajesh Jain can be contacted at: rajesh@indiaworld.co.in .
World Wide Web is a new medium to be used for many activities.
One of it major use it has been put to is the advertising of the
products, using it to promote one’s business activities.
Following are three to give you a jumpstart:
1) An Internet Strategy for Small Businesses
2) Advertising on the Internet
3) Web Site Creation and Management
H.1 An
Internet Strategy for Small Businesses
The Internet is not just a luxury or an entertainment medium,
it is a business necessity, and more so, for small businesses.
Bigger organisations have many alternate ways of reaching out
internationally (trade shows, liaison offices, international
trips, tie-ups/collaborations), but for small businesses looking
to grow and expand, there aren't too many choices. With limited
resources and pressures on time, small businesses are not just
competing with their bigger brothers locally but also with
international organisations. Today, as barriers between countries
come down, geography is increasingly irrelevant in doing
business. In this environment, the Internet offers an excellent
medium for both communications and commerce.
In this three-part series, we examine how small businesses in
India can successfully leverage the Internet for:
1. Communications
2. Information Access
3. Marketing
4. Electronic Commerce
a. The Humble Email: More than
meets the Eye
Electronic Mail is the third major revolution in
communications in the last 20 years, following the fax machine
and the revolution brought about by the courier industry
(overnight delivery). Email allows near-instant communications
with people anywhere: in that sense it is just like a phone or
fax. The differences lie in two areas: the cost of communications
(email, like the Net, is insensitive to distance between the two
endpoints) and the ability to multicast (send the same message to
multiple recipients, akin to a conference call).
One of the best things that VSNL has done in India is not
charging separately for email. Get an Internet account, and you
are only paying for connectivity, and not for sending or
receiving emails separately. Today's email packages allow you to
send complex documents (MS-Word or MS-Excel files) as attachments
via just point-and-click. Most organisations internationally have
email access. So, by using the Net as the distributor, you can
not only dramatically cut down your communications costs, and
also send documents electronically much more rapidly. It will
still be necessary to use fax/courier where a hard copy is
needed, of course, but that will probably be only at the final
stage.
Getting your own domain is a good idea. It gives your
organisation a unique identity. So, instead of being
rajesh@a.b.c.d.e. , you can have an email id of the form
rajesh@companyName.com or rajesh@companyName.co.in. In the
absence of UUCP/POP, you can use email forwarding by the ISP to
have email routed into your mailbox (on VSNL, Sprint, aXcess or
Wipro BT). This way, the email address is much easier to remember
-- for you and for your business partners.
If email is going to be so important, then how do multiple people
in an organisation get access to email? This is where there are
no easy solutions in India. If you want all addresses within your
company to have a .com or a co.in ending, you need technologies
like UUCP or POP. UUCP ensures that if you have a mail server
set-up in the company, you can give personal mailboxes to
everyone. This way, email can be routed to the individual person
-- automatically. If you already have ccMail or Exchange
installed, then you need an SMTP gateway with UUCP. POP accounts
ensure that even if you are travelling, your email box is
accessible from anywhere. The TCP/IP account of VSNL is one such
example (combined with the roaming facility). A POP account works
with your domain. UUCP is not yet offered by VSNL in India.
An alternate mechanism to get multiple mailboxes is to use the
free email services offered by organisations like Hotmail. You
still need the Web access (via the VSNL TCP/IP account) to
connect to them, but you can set-up additional mailboxes within
minutes.
Email also offers you a good way to stay in touch. There are
mailing lists and newsletters which send you -- "push"
-- regular updates on different topics. For example, c|Net's
offers a daily update of developments in the computer/Internet
world. The message comes into your mailbox, with links to the Web
for more details.
How much will email access cost? VSNL's charges are Rs 15,000 for
500 hours, a domain name costs USD 100 (service providers in
India charge about Rs 5,000 for a .com address, along with
limited number of aliases).
So, the first step in leveraging the Net is to use email smartly:
for sending messages, for receiving updates, by having
easy-to-remember addresses and by ensuring that messages that
come in are replied to rapidly. Email is not just an alternate
form of communications: it is becoming the primary channel. For
small businesses, it allows rapid and cost-effective
international communications.
b. The Internet as Library and Catalog
Finding people to communicate with. We will examine how to
get business and trade information, and organisations, via the
Net.
The information that companies look for can be broken down into
three categories: news (broad business news, as well as
trade-specific, from India and abroad), directories (to identify
companies in different countries, given a product), and finally
trade enquiries (what are the business opportunities for
import/export).
i. News
Most Indian and international publications now have a
website. For business news from India, the three major business
dailies are on the Net:. You can also create your own customised
newspaper at, a sister site of IndiaLine. For international
business news, recommended sites are
ii. Directories
Numerous Web sites are geared towards business
directories in a particular category, country or region. has
country-specific directories (eg. for Canada, Britain, Japan) as
well as sub-directories for most countries of the world., among
others, are useful search engines which allow you to search for
Web sites by company category or product; these require some
skill and experience in handling due to the large volumes of hit
rates. Traders may find more value in Web sites of trade
information companies like.
Asian Web sites are well-catalogued on a Web site called. For a
more India-focused search, offer useful business directories.
iii. Trade Enquiries
There are some services which go beyond listing potential
trade partners, to actually allowing traders to post information
about current import and export leads. In India, the, and the are
planning to launch trade promotion activities via e-mail and the
Web. The exporters' directory is also on the Web.
The already reports some successful trade enquiries between India
and Belgium conducted via its Web site.
c. Leveraging Your
Business with a Web Presence
Every company setting up a Web site has a dream about the
Internet: put your home page on the Internet, and lo and behold,
you are flooded with orders from all over the world! The myth
about the Net is that small businesses have at last got a level
playing field against their bigger cousins. Life isn't so simple,
else no one would be running a small business. But used
intelligently, the Internet can definitely help small businesses
grow and reach out to markets and companies they would otherwise
not easily be able to. We'll see how.
First, an anecdote. Recently, I was giving a seminar in Delhi. I
had just completed 2 hours of speaking about how the Internet was
great for business: standard textbook stuff, peppered with
examples of some of the, and the world (Amazon, GE, Dell). When
it was time for questions, one gentleman got up and asked,
"I am an auto parts manufacturer. How can the Internet help
me target buyers abroad?" The question seemed simple enough;
the answer wasn't. And that was the inspiration for this series.
The one thing we have to realise is that big companies have many
choices and a lot more resources. Distribution and reach are less
of a problem than they are for the smaller companies. The
Internet, definitely, can help smaller businesses a lot more than
it can the bigger players, simply because smaller companies have
fewer alternatives. Trade shows, personal visits, and
international advertising are expensive options. The Internet can
become a viable complement to present efforts. But, most
companies we've talked to seem to look at only part of the
effort: putting up a home page and waiting for inquiries, which
are few and far between.
Here then is a 3-step strategy for your Web presence.
i. The Web site: a window to your world
Give as much importance to creating your Web site as you
would to opening a new office or a new division in your company.
Content and updates are the most important elements of the site.
The visitor should find something of value, besides your company
profile, products, services and financials. This
"something" -- which also works as an attractor the
second time around -- could be an aggregation of industry news,
relevant links, policy information, etc. It does not matter
whether you are small or big; neither does it take a lot of time
to create this, but it helps broaden the profile of visitors to
your site and also ensures that there is a possibility of a
repeat-visit.
A newsletter can be an inducement to get people to leave behind
their e-mail addresses, and allow you to stay in touch with them.
Also, make sure you have a contact form rather than just an
e-mail address for people to write back to you. This way, you can
capture useful details about the visitor's background and
interests.
ii. Direct publicity
With little incremental cost, you can become your biggest
advertiser. Instead of going for (expensive) online advertising,
you can do your own publicity to the audience which probably has
the most use for it: your clients, suppliers, employees,
investors. Make sure that every communication sent out has the
Web address (and if possible, your personalised e-mail address):
right from business cards and letterheads to brochures and your
print advertising. A letter or fax to international clients is
also a useful way to generate traffic, and send a subtle message
that you are also Internet-savvy. Also, by ensuring that the Web
site becomes your "electronic catalogue", you can
reduce production and distribution costs.
iii. Visiting other sites: do unto others...
Surprisingly, few companies think of this: just as you
expect others to visit your site and leave an inquiry behind,
what stops you from visiting their Web sites and doing the same?
With an invitation to stop by your Web site, of course. Spend
time browsing the Web and identifying companies who are on the
Web and who might be interested in doing business with you. Don't
wait for them to come to you: you go to them. The Web is like on
global round-the-year customisable exhibition centre: make
it work for you.
iii. Moreover
The obvious ideas are of course there: registering in
search engines is one of them (try for India-specific sites).
Also, look for industry-specific directories: if people were to
look for your type of company on the Web, where would they look?
Many industry-specific trade directories work as meeting points
for buyers and sellers (some were mentioned above.
Also, once you receive an e-mail, make sure you reply promptly to
it. A tip: keep a standard reply ready, from where you can
cut-and-paste, with some customisation. This is fast, doesn't
require you to think each time you need to reply, and therefore,
ensures a coherent message goes across.
A recent issue of the Economist had a story on an Asian directory
set-up by Asian sources, which is an example of how electronic
commerce can be done in emerging markets. Many small- and
medium-sized businesses are able to get inquiries via their
presence on the Web site. We need a dynamic Indian organisation
to do something similar for our up-and-coming companies. After
all, if India's exports have to triple in the next 3-5 years, the
Internet's going to have to play a very critical role in this.
We hope this article have been useful to you. We would also like
to if you have a small business and have benefited from the
Internet. Your story can definitely inspire others in India, and
we will be delighted to share it through this column.
H 2
Advertising on the Internet
a Creating Interesting Banners
Home pages from India are growing rapidly. Traffic to most of
these isn't. Corporate home pages remain well-kept secrets: few
companies tend to put the addressess of their sites on their
letterheads, business cards, brochures and print/television
advertising. Some notable exceptions: Amul, which has its URL on its India Today ads,
and most recently, even its annual report, VIP Bags, and Air-India and Kingfisher, which
painted their URLs on outdoor hoardings. It is time that
companies started advertising their web sites through multiple
channels: how else is traffic going to come in? Search engine
registration means little and might account for the occasional
visitor, but to ensure a steady flow of traffic, it is necessary
to advertise directly on the Internet. How you do make it work?
Net advertising is largely in the form of banners or box ads like
the ones below, which are hyperlinked to the company home pages.
Internationally, most banners tend to be 468x60 pixels. In India,
banners come in all sizes and are dictated by the web site where
you advertise. So, be prepared to custom create banners to match
the slot available. The ads on the left below are 300x60 pixels,
while the one on the right is 100x100 pixels.
These ads have to be designed very attractively. When you put up
an ad on a site, the two numbers which are very important are:
the number of impressions (page-views), which counts the number
of times the page, and therefore your ad, was seen, and the
number of click-throughs, which tells you how many of the surfers
actually clicked on the ad and came into your page. Typical
click-through ratios are 2-4%, which means that 2-4 people out of
every 100 actually click on an ad and visit the hyperlinked home
page. Not bad if you can get 10,000 impressions, and therefore
should get between 200 and 400 people visiting your page.
Do remember, however, that the assumption made is that yours in
the only ad on the page. If, as is the case with many sites, you
are also competiting with other ads on the same page,
click-through ratios are bound to drop further. In a study of
three ads for Khoj search engine at indiaworld. All are animated
GIFs. The first two change from the ones to show Khoj banner.
The first ad attracted a
click-through ratio of 25% on the first day, while the second ad
(which is also a teaser) attracted a click-through of 10%. The
third ad, a straight-forward statement, had a click-through ratio
of only 3% on its first day. Moral of the story: Not all banner
ads are born equal. Invite people to action, make the ad
dramatic, topical and exciting; make it worthwhile for the to
stop doing what they are doing (reading the article), and click
on the ad. After all, if there is no click-through, there is no
one one coming into your page, in which case impressions don't
really matter.
Also, give an incentive for the person to click on your ad. For
example, the Motorola ad above offers visitors a chance to buy a
modem at a discounted price. Monetary benefits are always a good
attractor.
b. How much to Pay
Above, we discussed the importance of creating attractive
banners to ensure that people "click-through" to your
home page. This week, we look at where to place these banners and
how much you are likely to pay for advertising on the web.
Internationally, pricing of ad banners is based on the notion of
CPM (cost per thousand). A CPM of US$ 20 means that you will pay
20 dollars for 1000 exposures of your ad banner. This means, that
your ad will be shown 1000 times -- it does not mean that these
many people will actually visit your page. Click-through ratios
being what they they are (typically 2-4 per cent), for a CPM of
20, you are paying about 50 cents to a dollar for each person who
visits your page (20-40 visitors). So, by increasing the
click-through rates, you effectively lower your cost per person.
The search engines like Yahoo, Excite, Lycos and news-oriented publications like
c|Net's News.com are examples of places where you will pay by the
exposure. Their CPM rates are typically between US$ 20-40. So, if
you are looking for 100,000 exposures, you can expect to pay
between US$ 2,000 and US$ 4,000. On Yahoo, the higher rates apply
if you want to link your ad to a specific page or a keyword that
the user searches for (thus ensuring a higher relevance for your
ad). For example, if a person is looking for hotels, then an ad
from a hotel, airline or travel service has a greater probability
of being clicked on.
The U.S.-based sites have an international readership and very
high traffic, so it is not very difficult to achieve a high reach
quickly. Remember that this comes at a price. Advertise on these
only if your audience is international and you are one of the
very best in your business. In general, the more focussed the
audience a site has, the higher the CPM.
The popular Indian sites are not yet charging by the CPM.
Instead, most tend to have weekly, monthly or even quarterly
rates. In the absence of audit reports, it is quite difficult to
estimate the real CPM. One way to do this would be to actually
serve the ad from your server and then track the exposures on the
ad, so at least you know what you are paying for. Rates on Indian
sites tend to vary from Rs 10,000 per month to Rs 1,00,000 per
month on the most popular ones. The top Indian sites for
advertising include IndiaWorld (which publishes IndiaLine), Indian Express, Hindu Online, Rediff-on-the-Net,
Deccan Herald and Times of India.
The Indian sites have a very high expatriate (NRI) component in
their audience. This is ideal for banks, finance companies, real
estate companies, publishers and recruitment. If you are looking
for a long-term advertising campaign on the Net, you might want
to place short-duration ads on some of the above sites, monitor
the response from each site (you can get the click-throughs by
checking your server's referrer log which will tell you from
which sites people have come), and then plan out a longer
campaign. The leading Indian advertisers include ICICI Bank, Citibank and HLL.
An interesting variation of the CPM and fixed rate models is
payment per click-through. Here, you only pay for the number of
people who actually click on your ad and come into your page.
These rates can be anywhere from Rs 5 to Rs 50 per click-through.
Whatever you do, make sure that
you effectively track the ads that you put up. In advertising,
they say, half your money is wasted -- you don't know which half.
With the Net and its tracking mechanisms, you no longer have to
guess!
c. Do's and Don'ts of Web Advertising
Internet Advertising in India is beginning to take off. Most
of the top Indian sites have ad banners animatedly beckoning with
their "Click here" messages.
Advertising lays things out in perspective by saying "Do the
Right Thing. Advertise Online" because:
You can track and measure the
effectiveness of your ad program
i.Make
Your Ad Banners Attractive.
After all, they carry the message that will get people
in. Be concise in your message (you have limited space, anyway).
Use animation (2-3 frames) to make the ad stand out. Use words
that initiate action from the surfer (a phrase like "Click
Here" can be very effective).
ii. Keep
Your Ad Sizes Small.
The smaller the file size, the faster it loads. Not
everyone has high-speed lines. Try and keep ad banner sizes to
less than 10 KB in size.
Iii
Impressions v/s Click-Throughs.
The number of impressions (people who see your ad) does
not matter as much the click-through rate (people who click on
your ad and come into your page). A site giving you 1,000
impressions with a 2% click-through rate will send 20 people to
your site, while a site giving you 200 impressions and a 10%
click-through rate also sends 20 people to your site. If you are
paying by CPM, you will end up paying 5 times more if you pick
the first site.
iv.
Advertising Campaigns.
If you are planning a long campaign via the Internet across
multiple sites, it is a good idea to try out the sites for a
short initial period. Do not commit for long durations up-front.
Try out for 1-2 weeks initially, measure the responses, and
evaluate the feedback received before committing to long-term
advertising on the Web.
v.
Choosing the Right Advertiser.
Favour sites which tend to have only one advertiser per page: the
last thing you want to do is to start competing with other
advertisers on the same page! Also, if there is just a single
advertiser, then the size of the banner ad also tends to be
larger, giving the advertiser more space to get the message
across. Sites like Yahoo! and Excite tend to give pride of place to the lone
advertiser: after all that's where the money comes in.
vi.
Change the Ad Frequently.
Ads are like hoardings: if the same hoarding is in the
same place, then after a few days, you tend to ignore it. On the
Net, it costs very little to change the ad. It is a good idea to
change the ad every week (like the Amul topical). Having different messages on
your banners and monitoring their responses also gives you
information on what people tend to react to.
vii.
Evaluate the Site You Want to Advertise On.
What is the editorial content on the site? Do you visit
it regularly? Do people you know visit it? Does your target
audience visit it? Just because the print medium of a web site
(if it has one) does well does not necessarily imply the web site
is a success. Also check how often (and when) the site is
updated. One approach is to serve the ad from your own site
(where your server is) - this will give you statistics on page
views and geographical distribution of the audience.
vii.
Which Products can be Effectively Targeted via the Net?
As of now, products and services which have an appeal for
non-resident Indians (banking and finance-related, real estate,
recruitment) tend to do better than ones which do not
(export-oriented, joint venture/trade
H3. Web
Site Creation and Management
One of the better kept secrets of the Indian corporate world:
more than 100 of them are on the Web. With little publicity
surrounding the presence of most Indian companies on the Web, it
is little surprise that only a handful of these sites attract a
reasonable level of traffic. The first steps taken by Indian
companies on the Net have been slow, and silent. This is bound to
change in the next year as the domestic audience on the Net
grows, and the Internet emerges as a more mainstream medium.
There are three types of web sites: those on the Internet,
directed at marketing, external communications and down the line,
electronic commerce; those on the Intranets, aimed at the
audience within the organisation; and those on Extranets, which
seek to connect an organisation with its suppliers and customers.
The first category is the most common, but real business
applications start happening with Extranets.
A 7-point checklist for setting up Web sites is presented here.
Ensure that when you think about creating web sites, you give it
as much importance as you would to setting up a new office or a
new business. Creating a successful online presence is as
challenging as making sure that a business is profitable, and
equally important.
a. Vision
You need to clearly identify the objectives of the web
presence. Some questions you need to answer: who is the target
audience, what products and services are you going to offer the
visitors, can you sell to the visitors, which departments will be
involved in setting up the web site, who is going to handle the
responses that come in, what is the update plan. Too many
companies get into creating the web site just because it seems a
good idea, or because "everyone else seems to be doing
it". That will not go far on the web.
Some tips: get an Internet TCP/IP connection and spend
time browsing on the web before you decide, have the Marketing
and Corporate Communications (and not Engineering and Finance)
handle the project -- the web site is not a technology statement,
remember that the main audience as of now is outside India, get
top management involved in the process, and look for a 6-12 month
timeframe for returns.
Hosting
You need to identify an Internet Services Provider as a
partner in your Web project. The Internet site is likely to be
hosted from the US: hosting from India is not yet economical, but
this is likely to change soon. Anyway, on the Internet, geography
is irrelevant. Examine carefully the capabilities of the ISP from
the point of view of the computers and communications resources
that it has, the level of support it will be able to provide you
in the exercise, and the understanding that it has of the Net and
how it can help your business.
It is a good idea to get your domain registered: if the site is
hosted from abroad, you will get a .com domain; if it is hosted
from India, you will get a .co.in domain (this is for commercial
organisations). The .com domains are registered with InterNIC
(http://www.internic.net). Ensure that the domain is in your
name. Internic charges USD 100 for the first two years, and USD
50 each year thereafter. You can register the domain yourself --
it is an entirely automated process. The .co.in domains are
currently provided by NCST (you can apply through VSNL for
these). There are two requirements: that you have a company in
the name that you are applying for, and that you have a server in
India. There is no charge as of now for domain registration in
India.
c. Content
Content is king on the web. It is the primary reason people
will keep visiting your site. The goal is to get the visitor to
"bookmark" you site so that he keeps coming back -- the
challenge lies in not just getting the first visit, but ensuring
that a person comes back for the second time. And the third time.
Tips: Do not take content straight out of the corporate
brochure: the Net is an interactive medium, and this should be
made use of. Present a mix of text and multimedia (images,
animation, audio, video -- depending upon the objectives of the
site). Have a "What's New" section so that a regular
visitor can easily identify what has changed since the last
visit. Look at having a section which talks about the industry
your company is involved in: it helps broaden the profile of the
visitors and can serve as a good attractor. Think about
conducting occasional Question-and-Answer sessions with top
management on the Web. Be careful about offering hyperlinks to
other web sites: you do not want to lead a person out of your
electronic shop!
d. Design
Your site needs to be attractive. It is important to
understand the limitations of the Web as a publishing medium,
besides knowing its strengths. You do not have the same control
over the way information is displayed as you have over the print
medium. A reader can change the size of the browser window and
even the font, thus dramatically altering the look of the page.
There is a trade-off between visual grandeur and the downloading
time: as a rough thumbrule, on a 14.4 Kbps dial-up link (the
slowest possible link for most people), about 60 KB can be
downloaded in a minute. Use multimedia judiciously: audio and
video will take a fair amount of time to download, and not
everyone will have the patience. Either way, mention the file
type and size for audio and video files so that the user can
gauge the download time. For images, by using the HEIGHT and
WIDTH tags in the HTML source, you can ensure that the page is
streamed (the text comes up rapidly, so that the visitor has
something to read while the images show up). Interactive forms
should be used to present information dynamically.
There are a number of design packages which can assist in the
creation of HTML pages: Adobe's PageMill, Softquad's HoTMetaL
Pro, Netscape's Navigator Gold and Microsoft's FrontPage are
among the best.
e. Updates
A very small percentage of sites on the Web are updated
regularly. This is ironical considering the ease of the update
process. The problem in most cases is that there is no update
plan which has been thought out. You need to ensure that there is
a reason for people to come back into your shop: they will not
necessarily do business with you the first time they come in.
Also, you do not see the visitors as they come in, but for them,
your site is a mirror of your organisation. Prepare an update
plan before you launch the site.
Aim for adding something new to your web site on daily. Some
examples of the periodic updates that can be done: press
releases, stock prices, company news, press clippings about your
company, an industry-specific newsletter, industry reports and
surveys, speeches, financials, commodity prices. Think about
building an email-list of the visitors: ask them to give their
email address, so that you can send out a periodic email
informing them about the changes on the web site, and keeping
them posted about the new developments in your company.
f. Commerce
The Net is emerging as a critical medium for business. The
Web is not just a one-way broadcast medium: its interactive
nature means that is the only medium which supports the complete
transaction cycle. Transactions on the Web are more secure than
most other media. In India, the absence of electronic payment
systems means you still cannot pay by credit card over the web.
This will, hopefully, change in the next few months. Many
companies are also working on digital cash systems to support
microtransactions.
Think about moving bytes rather than atoms. If you do need to
sell atoms, the courier company will serve as your distributor
for the global market. Best-sellers on the Web in the US include
books (check Amazon books at http://www.amozon.com , for an excellent example of how a
community has been built), music CDs, airline tickets, and
computer products. Business on the Web is expected to grow to USD
6.6 billion by the year 2000, from about USD 500 million in 1996.
The future of the Web lies in electronic commerce: the content is
an attractor, but money is made only when transactions are done.
g. Publicity
Do not launch an incomplete site. Do not put a "Site
under construction" page. If the site is not ready, it
should not be accessible to anyone. When you are ready for
launching it, make sure you publicise it well: send out press
releases in India and internationally, let all your staff and
clients know that you are now on the Web, advertise your site on
the web and off the web (business cards, letterheads, brochures,
print/TV ads). Go ahead and get the free listings in the various
electronic directories and search engines. Also browse other
sites and encourage potential business partners to visit your web
site. Look at spending an equivalent amount of what you have
spent on the site creation on advertising on the Web in the first
6 months: if you can ensure that the content and design can pull
in the repeat traffic, you will probably not need to spend a lot
after that. Also, ensure that you keep track of the access
statistics so that you know the impact of the specific promotions
that you do.