How Do You Find Your Potential Consumers in the Right Environments?

It was really important to make sure we were finding our potential consumers in the right environments. No longer did we have a 70 30 split in favor of off line channels. And by off line, actually, this was predominantly experienced through a t v marketing plan. We very much doubled down our efforts on both t v and digital as the two main routes that we had to reach consumers. Even within paid search activity, which is obviously less visul as an advertising format. It was really clear that we needed to land the reasons to click through on our paid search advertising to come through to samson dot com.