AmbushMarketing is a practice of hijacking another advertiser’s campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
Marketing, Marketing Strategies, Their Importance, Different Marketing Strategies with Examples, What is Marketing, Why Marketing is Important?, Why Marketing Strategies are Important?, Types of Marketing Strategies, Important and Famous Marketing Strategies, What is Ambush Marketing, Examples of Ambush Marketing, What is Guerrilla Marketing, Examples of Guerrilla Marketing, What is Offensive Marketing, Example of Offensive Marketing, what is Affinity Marketing, Examples of Affinity Marketing, What is Scarcity Marketing, Examples of Scarcity Marketing, What is Cause Marketing, Examples of Cause Marketing, What is Stealth Marketing, Examples of Stealth Marketing
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
Below are the link in the PowerPoint if they aren't pulling up directly.
Slide 4: http://fortune.com/2016/02/07/super-bowl-ads-spend-millions/
Slide 6: #1 -https://www.youtube.com/watch?v=GNWatifmMRE
#2 -https://www.youtube.com/watch?v=D8Cb5Wk2t-8
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Direct marketing classic: Advertising that sells by OgilvyMichael Leander
Direct marketers can still learn from this classic direct marketing guide on how to create advertising that sells.
Sure digital marketing has become a huge part of the direct marketing mix in the past decade, but the basics very much remain the same. No one has contributed to the education and inspiration of direct marketers around the world like David Ogilvy. You will find many nuggets in the How to create advertising that sells document.
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
Marketing, Marketing Strategies, Their Importance, Different Marketing Strategies with Examples, What is Marketing, Why Marketing is Important?, Why Marketing Strategies are Important?, Types of Marketing Strategies, Important and Famous Marketing Strategies, What is Ambush Marketing, Examples of Ambush Marketing, What is Guerrilla Marketing, Examples of Guerrilla Marketing, What is Offensive Marketing, Example of Offensive Marketing, what is Affinity Marketing, Examples of Affinity Marketing, What is Scarcity Marketing, Examples of Scarcity Marketing, What is Cause Marketing, Examples of Cause Marketing, What is Stealth Marketing, Examples of Stealth Marketing
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
Below are the link in the PowerPoint if they aren't pulling up directly.
Slide 4: http://fortune.com/2016/02/07/super-bowl-ads-spend-millions/
Slide 6: #1 -https://www.youtube.com/watch?v=GNWatifmMRE
#2 -https://www.youtube.com/watch?v=D8Cb5Wk2t-8
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
Direct marketing classic: Advertising that sells by OgilvyMichael Leander
Direct marketers can still learn from this classic direct marketing guide on how to create advertising that sells.
Sure digital marketing has become a huge part of the direct marketing mix in the past decade, but the basics very much remain the same. No one has contributed to the education and inspiration of direct marketers around the world like David Ogilvy. You will find many nuggets in the How to create advertising that sells document.
How to make your customers fall in love with you.Liquid Agency
Success at retail is about creating great experiences. Just like dating.
Technology, mobility and access, among other things, have dramatically changed the retail landscape. The future of retail is bigger than flashy technology and the hyper-connected Internet of Things. In this new world, the consumer is in charge. Retailers and brands must build meaningful relationships if they want to see continued sales growth. And the way to do this is by getting to know your customers well, cater to their needs, create moments of delight, stay connected, be nice to their friends and invite them to share their thoughts and experiences. In other words, retail is a lot like dating.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
BOBCM: Best of Branded Content Marketing Volume II (10th Anniversary Edition)Justin Kirby
Created in conjunction with the Branded Content Marketing Association, The Best of Branded Content Marketing 10th Anniversary Edition is the second in a series of social media and branded content ebooks.
This free, enhanced media ebook is an international collaboration containing 13 case studies of the best branded content marketing campaigns from cutting-edge brands and award-winning agencies around the world.
The case studies reveal the challenges faced, how solutions were developed and the results achieved. They include Unilever Dove’s ‘Real Beauty Sketches’ from Ogilvy Brazil, Metro Trains’ ‘Dumb Ways to Die’ from McCann Melbourne, Duck Tape’s ‘Race of Gentlemen’ from Tenthwave Digital in the USA, PepsiCo’s ‘Natural Love’ from Fuse Russia, Volvo Trucks’ ‘The Epic Split’ from Forsman & Bodenfors in Sweden, and more.
The book also contains ‘what is’, ‘how to’ and ‘what's next’ features from leading practitioners and academics. These features include market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research report, tips on how to create successful social video content, and an in-depth predictions report about the future of branded content marketing from 60+ experts around the world, including brand owners such as Eurostar.
Simultaneous BCMA launch events were hosted at DigitasLBI in London and MRY in New York in March 2014.
We hope you enjoy reading this book and find it useful for your work.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
How to make your customers fall in love with you.Liquid Agency
Success at retail is about creating great experiences. Just like dating.
Technology, mobility and access, among other things, have dramatically changed the retail landscape. The future of retail is bigger than flashy technology and the hyper-connected Internet of Things. In this new world, the consumer is in charge. Retailers and brands must build meaningful relationships if they want to see continued sales growth. And the way to do this is by getting to know your customers well, cater to their needs, create moments of delight, stay connected, be nice to their friends and invite them to share their thoughts and experiences. In other words, retail is a lot like dating.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
Successful brands and retailers create engaging consumer experiences which result in long term relationships and an improved bottom line. This presentation offers tips on how to build enduring relationships at retail.
BOBCM: Best of Branded Content Marketing Volume II (10th Anniversary Edition)Justin Kirby
Created in conjunction with the Branded Content Marketing Association, The Best of Branded Content Marketing 10th Anniversary Edition is the second in a series of social media and branded content ebooks.
This free, enhanced media ebook is an international collaboration containing 13 case studies of the best branded content marketing campaigns from cutting-edge brands and award-winning agencies around the world.
The case studies reveal the challenges faced, how solutions were developed and the results achieved. They include Unilever Dove’s ‘Real Beauty Sketches’ from Ogilvy Brazil, Metro Trains’ ‘Dumb Ways to Die’ from McCann Melbourne, Duck Tape’s ‘Race of Gentlemen’ from Tenthwave Digital in the USA, PepsiCo’s ‘Natural Love’ from Fuse Russia, Volvo Trucks’ ‘The Epic Split’ from Forsman & Bodenfors in Sweden, and more.
The book also contains ‘what is’, ‘how to’ and ‘what's next’ features from leading practitioners and academics. These features include market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research report, tips on how to create successful social video content, and an in-depth predictions report about the future of branded content marketing from 60+ experts around the world, including brand owners such as Eurostar.
Simultaneous BCMA launch events were hosted at DigitasLBI in London and MRY in New York in March 2014.
We hope you enjoy reading this book and find it useful for your work.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
Ambush campaigns come in a variety of forms, but at its core, they are focused on drawing attention from one brand, usually the lead or official brand, onto another, through various creative efforts. It’s often really effective.
Balsamiq Wireframes is a rapid low-fidelity UI wireframing tool that reproduces the experience of sketching on a notepad or whiteboard but using a computer.
Balsamiq is the first tool out of your UX toolbox: faster than the sketchbook, and almost as fun to use. It forces you to focus on IA the rest can come later.
Balsamiq is the perfect first UX tool for students or anyone interested in getting into UX. It's by far the most approachable and takes you 80% there to pro.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
2. What Is Ambush
Marketing?
Ambush marketing is the practice of
hijacking another advertiser’s campaign
to raise awareness of another company or
brand, often in the context of event
sponsorships.
3. One of the earliest known examples of ambush
marketing is the between MasterCard and Visa during the 1992
Winter Olympics. Visa ran aggressive Ad campaign & TV
commercials advising American Express cardholders to leave
their AmEx at home as “the Olympics don’t take American
Express.”
In Reply AmEx soon launched its own series of TV
spots, which featured the slogan, “When you go to Spain, you’ll
need a passport – but you don’t need a Visa,” a sly reference to
the forthcoming Summer Games in Barcelona and a subtle dig at
the company’s rival.
How it’s All Started
4. Real-World Ambush Marketing
Examples
#1: BMW vs. Audi
The issue began soon after BMW hosted a rally in Wisconsin,
an event that was publicized through an accompanying
campaign. The slogan of the campaign was “A BMW rally
with two nearby service centers. What’s next, paramedics at a
chess tournament?”
Crappy, nonsensical slogans aside,
Audi saw an opportunity to capitalize upon BMW’s campaign.
In response to BMW’s ads, Audi purchased a billboard in
Santa Monica advertising its new A4 sedan and mocking
BMW’s slogan:
5.
6. Audi doubled down and erected another giant roadside provocation
to BMW, while cleverly sticking to BMW’s regrettable chess theme:
7. BMW didn’t take this attack lying down. In response, BMW
purchased an enormous billboard across the street from Audi’s
billboard:
8. After BMW erected its “Checkmate” billboard response, Audi
upped its game again by launching yet another billboard ad with yet
another witty chess-related quip. Ultimately, BMW won the day
with its final, withering response:
9. #2: Samsung vs. Apple
In October of 2011, Apple was preparing to launch the mobile
device, iPhone 4S. Which was most anticipated tech events of
the year – so Samsung decided to crash Apple’s party by
erecting a pop-up store just a few feet away from Apple’s
prestigious storefront in Sydney, Australia.
While people eagerly waited patiently
to get their hands on the new iPhone, Samsung proceeded to
sell its Galaxy SII device for just $2 AUS – mere pocket
change compared to Apple’s $850 iPhone.
Plenty of people managed to resist
Samsung’s tempting offer, but many more still chose to walk
away with a brand-new Samsung device rather than wait in
line for the iPhone 4S.
10. Although Samsung took an enormous financial hit with its iPhone
launch event stunt, the incident proved just how easy it can be to
ride the coat-tails of one of the world’s biggest brands.
11. #3: Rona and the iPods
Back in 2010, Apple’s colorful iPod Nano was among the
most popular MP3 players on the market. To advertise its iPod
Nano line, Apple erected a billboard ad in Montreal displaying
the vividly colorful MP3 players in a satisfying rainbow-
ribbon arrangement.
Sensing an opportunity, Canadian paint and
hardware firm Rona seized its chance. Rona soon erected its
own billboard ad directly beneath Apple’s iPod ad to advertise
the company’s new paint recycling program. The ad, which
bore the slogan “We collect leftover paint,” was brilliantly
simple, and the ad remains one of the best and most creative
examples of ambush marketing in recent memory.
12.
13. What Are the Advantages of Ambush
Marketing?
One of the key advantages of ambush marketing is
that it allows brands to go off-script from their regular
advertising campaigns, whether in style, tone, or
content. Brands can do employ techniques that may
be beyond the scope of a company’s established
brand or advertising guidelines, affording the
ambusher a great deal more creative freedom and
flexibility.
14. What Are the Disadvantages of
Ambush Marketing?
The main drawback of ambush marketing is that it
has the potential to be very expensive.
For the sake of argument, let’s assume
that a billboard in Santa Monica costs $10,000 per
month. The fight between Audi and BMW lasted for
several months and resulted in four separate billboard
ads running simultaneously in the same geographic
location, which almost definitely drove costs up even
further.