Dan Harlacher

Do you feel like, so the way it works is per zone is 10,000 homes.

Do you think being hyper-localized, the cool thing about ValPak is you could, you know, this is not easy to do.

And I don't advise if you're not set up to do this, but you could change everything.

each 10,000 to be a little bit more hyper localized.

Like for example, if I was going to Sun City, there's special things for Sun City, like Sun City's best garage door repair or HVAC.

How important is it to look like a local business?

Yeah, I think it's very important.

You want to have that hometown feel.

So at the very first point of that, it starts with a local call tracking number.

We encourage the use of call tracking number because it holds us accountable and it definitely shows evidence that the program and the campaign is in full mode.

When we show local area codes, as an example, the message is it looks and feels like it's a local business.

If I have certain parts of the region where, to your point, if I'm in Florida down here, I may want to show images of a Florida type home or house or window or roof or garage versus something that looks like it's in Alaska or up in New York.

Right.

So those are things we can all take into consideration here.

when we finish out our data work.

And to the final point, we have the ability to version that out then.

So included in our programs, included in our analysis, we're going to say, hey, listen, this creative look may work better in California than it does in Texas or Tennessee.

Let's take advantage of the versioning capabilities that we have to localize that message more effectively.

You don't need to go neighborhood to neighborhood on versions, but in areas where you have a serviceable market or a branch and that branch is unique and it requires something that's specific to make it look local, absolutely look at localizing the version.

And then part of the work that we do, we do A-B testing.