Mobile compatible marketing

Mobile compatible marketing -ABC guide

Mobile compatible marketing – ‘going mobile’ or being ‘mobile compatible’ is one of the most current topics in digital marketing. Customers often ask us to factor this in to our solutions and it is for all the right reasons.

This simple ABC gives you an overview of the main considerations that affect moving your communications into mobile territory

A – relevance

You should use the analytical information available to you to decide just how important mobile compatible marketing is. Often when we look at analytics for our clients, the results aren’t what our customers expect. This isn’t solely specific to the use of mobile either. It is surprising how many organisations still don’t use analytics to evaluate their online and digital marketing investments. It’s a free service and helps you make informed decisions about developing your online and email strategies.
Keep your choices in perspective.

B – design

The whole point of mobile compatible marketing is useability. Responsive websites and email work on the principle that on a smaller screen (than a desktop) they look different. This may mean bigger and fewer buttons, larger images and simplified navigation.
The general rule of thumb for us is – the rule of thumb. If a user has to use any more than their thumb to navigate your media, it has failed. If, however you can successfully navigate your media with the use of a single thumb, the design is ticking the first part of the ‘designed for mobile’ criteria. There are other considerations too, including colour choices, font sizes.
The primary focus is the rule of thumb.

C – investment

Going mobile doesn’t need to cost a fortune and you are able to adapt existing collateral relatively easy. Brand new collateral is even easier to achieve the cross over with many templates and themes being responsive out of the box. These form a strong set of foundations to edit and tweak to make them suit your needs exactly.
In terms of budgeting, you will need to allow additional resource for design and programming but its not something you need to do all at once. If you follow the advice in A and B you’ll find that your budget will stretch and accommodate a number of mobile optimised solutions without causing any major upsets.

In conclusion, moving to mobile compatible marketing is as easy as it is effective.

If you need help taking your collateral to mobile readiness, there’s plenty of help at hand.

By Ryan Mullins

Email marketing guide for novices

Email Marketing Guide

Email marketing is probably the most common form of marketing. Marketers in large companies, small companies and everything in between use email marketing. Email marketing crosses all sectors and is used for all sorts of communication. This Email marketing guide gives you an insight.

Why is email marketing so popular?

Which email platform should you choose?

In truth, you’ve likely already got a system in place. The first thing to do is make sure you’re utilising it to it’s full potential. The discipline of regular email marketing is something marketing teams must be well versed in. You should only consider changing what you’re already using if you’ve identified shortcomings. If you have, are they hindering results?

With so many variables what do you need to get right with email marketing? A point hotly debated by many, we at renew use an evidence-based approach as our standard.

Data

The number 1 critical factor with email marketing is data. The quality of your data determines the scope of your success. As such some sectors achieve great success, while others continue to struggle.

Subject line

Millions of emails don’t get past the subject line and go straight to the trash can. Your subject line is the first part of your email marketing that’s easy to test. It’s also easy to determine what works.

Responsiveness

Does your email marketing work on a mobile phone?

A huge proportion of email marketing is viewed on mobile. If you haven’t thought of your target audience and user, you risk the trash can. Why risk recipients unsubscribing by sending emails they can’t view on all devices.

Content

As with websites, is the content of your email focused on the recipient? First step is forget what you want to say and consider what the recipient wants to read. The more you bring content round in line with this, the greater your successes are likely to be.

Call to action

What should someone do upon reading your email? What action do you want them to take? What’s in it for the recipient? Your call to action needs to be obvious and direct. Make it easy for your recipients.

By using good data, a subject line that will grab the right kind of attention. A format that can be easily read, content that they’ll want and a clear call to action. The basic formula for successful email marketing.

At Renew Marketing, email marketing delivered for clients takes all this into account..

Our email marketing clients contact us because they want better results from their marketing.

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5 Dealership event ideas

Running events at car dealerships is old news but coming up with new dealership event ideas can be tricky. The idea of dealership events is to get a select audience into your dealership who have a mutual interest in what you’re doing. You’re likely to sell off the back of it.

The trick is to cover all the bases with your events. It’s all very well presenting the flagship model launch. However the likelihood is that the majority of your business comes from a far wider spread of customers with varying vehicle needs.

Dealership event ideas – Launch Event

The new model has just launched. There’s been tons of coverage by the manufacturer on TV and in the press. The vehicle’s been placed well in media, TV and film. You’ve already achieved the ‘awareness’ stage of the sales cycle. So all you need to do is let people know it’s arrived. Make sure there’s something that’s going to make this event memorable.

Launching any new product is an exciting time. Getting it right so that you’re remembered for the correct reasons is the real challenge. First you must decide whether you’re going to have an ‘unveil’. Is the event going to be invite only or a public event. Consider what you’re going to do to make people want to take part. It’s all very well creating a brilliant event but if no one shows, it can be an incredibly expensive exercise.

Think very carefully about your target audience. Who does this vehicle fit? How many people in your database fit the right criteria? How easily can you extract that information and put it to use? What’s their preferred method of communication? How much time have you got to play with?

There’s a raft of questions that need to be asked and worked through in order to get your launch event right. Do you use a personalised approach and select the right audience for whom the vehicle is relevant. With this in mind it’s more than likely that when you run a launch day, you’re going to sell vehicles.

Case Study: Motorcycle launch arranged and fully booked in 48 hours without a single phone call being made.

Dealership event ideas – Demo day

One of the best ways to sell vehicles is to get your potential customer to drive the car in question. The problem is that many customers are also aware of this. Many will only normally arrange a test drive if they’re in the market for a new car. The same applies for walking into a showroom. Consumers are aware of the message they’re giving out and that they’re likely to get pounced on when the enter the showroom.

A demo day is a fantastic way to give customers a sense of security. By being among others, they may get away with test driving a car without getting the sales pitch. There’s also a high likelihood that you’ll attract other potential customers to a demo day who aren’t consciously in the market for a new car.

The administration of setting up a demo day can be quite daunting if you set about it in the traditional method. You know how you want it to work but organising that may seem like an intense uphill challenge. With the technology of today it’s actually quite straightforward to communicate with all your potential invitees. Get their demos booked in and simply make sure you and your team are there to sell on the day, without lifting a finger or a telephone hand set in advance.

Case Study: Motorcycle launch arranged and fully booked in 48 hours without a single phone call being made.

Dealership event ideas – Owners club events

Most makes and marques have a strong club and historic following. So what? Why does this make any difference to you? The thing is that owner clubs demonstrate heritage and enthusiasm. Owner clubs are brimming with people who already love your brand and want to help protect the heritage and values it stands for.

These people can actually be used to extend your sales team at your dealership. How you may ask?
No matter what the brand or marque, there are people who advocate it. If you can get a group of them to your dealership site, they not only feel a link between them and the official brand but it also generates public interest. Some of the most successful luxury car brands use this kind of technique in their marketing. People like heritage and nostalgia, it gives them a sense of security. (This is actually the same reason you see re-runs of old ads in tough times and why fashion goes full circle)

Organise an owner’s club event at your dealership. Not only will you have 2 organisations promoting it, you’ll also have potential customers within the owner club members. As such you’ll also have fantastic leverage to bring potential customers on site without them feeling like it is a sales event.

Dealership event ideas – Discount days

Discounting is a technique used in sales and marketing every minute of every day. Sales and special offers are a standard part of every shopping experience. The reason it works is that it is human nature to want to ‘get a deal’. Therefore using time limited offers can create a sense of urgency that may have otherwise been absent.

How this can work for automotive dealerships is multi-faceted. Not only do manufacturers regularly run offers but dealerships can also introduce value for customers by creating deals. Examples of the types of deals that are used include fixed price servicing, bundled servicing and value upsells.

The real trick to making discounts and offers work is how and when they’re communicated. In any leading dealership you tend to find a collection of these types of deals and offers that can be rolled out at any time. The reason they do this is to keep the cost of promotion down and to enable tactical response to business performance. How often do you think a fixed price servicing offer is rolled out at a time when the workshop doesn’t look too busy in the forthcoming weeks?

Dealership event ideas – Open / Motorsport day

Open days can take all forms but some of the best are those that highlight the brand’s sporting heritage or links to charities. A charity car wash for example can do a huge amount for footfall. Technology and sustainability improve constantly. As a result it’s worth considering links with local colleges and enterprises to make your event more attractive to your potential customers.

There are a number of key dates throughout the year that can be used to greater advantage than others. The better your organisation and advance planning, the more likely it is that you can capitalise on these pre-determined events to make them more rewarding for your dealership. If, for example, your brand is sponsoring a major sporting event such as a golf tournament, why not invite the local pro in, arrange some ‘free lessons’ and broadcast footage around the dealership? You can use the opportunity to open conversations with your potential customers around subjects they’re comfortable with. This makes the sales process easier to begin.

Need help making your dealership events more lucrative?
Your first port of call should be speaking with a marketing company that has direct experience of what you’re trying to achieve. Direct experience of organising successful events at motor dealerships will help you to avoid costly mistakes and improve the performance of the whole event.

As specialists in marketing and automation, we not only put all the creative together for our customers. This includes writing text messages and producing event materials such as banners and email templates. We also handle the whole promotion process and attendee administration with our rmcom system. rmcom is a marketing automation software system already used by many motor groups in the UK and further afield..

By Ryan Mullins

Top 5 considerations when thinking about marketing automation

When you’re considering marketing automation there are 5 points that need to sit at the top of your decision making priorities. Although marketing automation has clear benefits for many organisations, the key factors for its success are the same.

1. Data you can use for marketing automation

Organisations that have plenty of data are the ones that will benefit most from marketing automation. The reasons are quite simple, without data, it’s going to be an uphill challenge from the off. The kind of data we are talking about begins with basic contact details. Email, mobile and address details are core to communicating with people.

2. Processes that would benefit from marketing automation

Sales processes and buying patterns need to be mapped out comprehensively to gain the most advantage from automation. By mapping processes it not only makes it simpler for setting up your marketing automation, it also helps identifying where there are weaknesses or opportunities to improve and streamline sales processes. You’ll also need to be considerate of the areas where your sales and marketing processes interface with other business systems as these areas can affect the ease of implementation.

3. Commitment to marketing automation

Before you make the decision to go forward with marketing automation, you need to evaluate your level of commitment. There’s plenty of evidence that marketing automation works but overnight success is unlikely. The setting up process can be time and labour intensive so it’s important to be realistic about the time and budget you’re prepared to commit to setting up and evaluating your marketing automation project.

4. Metrics you can apply to marketing automation

How you measure the success of marketing automation is a principle consideration from the outset. It’s important to be very clear and concise about what your marketing automation investment needs to achieve to make it worthwhile. For many, the metrics are sales related, for others, retention is a principle factor. Whatever it is that your business needs, scoping your success metrics are vital to the longevity of your plans.

5. Budget you’ll invest in marketing automation

Moving to marketing automation from campaign driven communication is a major change in the way you operate. Although you can stage budgets, your overall budget needs to be considerably more than your normal campaign type spends. It is possible to gain quick wins and start to benefit from your investment early but you’ll need to be realistic about the size and scope of your marketing automation project and the subsequent budget needs of such an undertaking.

Summary

Marketing automation is not a quick or simple task. The benefits are increases in sales, reductions in administration, improvements in retention and much more. Before you set about implementation of marketing automation in your business, you should speak with a professional who will be able to assess the ease, cost and benefits to you.

By Ryan Mullins

How Email Marketing Automation can streamline your sales process

What is email marketing automation?

Email marketing automation is a valuable marketing tool which enables you to build customer relationships. By automating your email campaigns you can build a profile of your prospects and customers so that you only contact them with information they are likely to be interested in. This is based on their previous interactions, meaning you don’t overload people with information that is of no interest to them.

An example of a simple Email Automation Campaign

A car dealer sends out an introduction email to its database detailing their latest offers on their new models. Our email automation software (rmcom) will automatically record which link each email record clicks on. Based on this information, a second email will automatically be sent giving more information on the model of the car/s they (have previously clicked on) are interested in.

[typography font=”Quattrocento Sans” size=”24″ size_format=”px”]Number of email accounts in the world = 3.2 billion
91% of email users check their account daily[/typography]

Read on to discover the many benefits of Email Automation and how it can help your business increase sales.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Develop Prospects[/typography]

Email is a tried and tested way of engaging prospects and existing customers alike. With automated email campaigns you filter your marketing campaigns so that you only send relevant messages to your prospects. The more you can relate to people with engaging relevant information, the more likely they are to interact with you and ultimately become a customer.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Timing is everything[/typography]

You can programme rmcom to automatically contact records at timely intervals. This can be based around key buying dates (contract renewal dates) or you can send emails one day, one week or one month after a previous email has been opened- Anything is possible!

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Personalised Communication[/typography]

One of the most basic functions of rmcom is that you can personalise your email campaigns effortlessly.

[typography font=”Quattrocento Sans” size=”24″ size_format=”px”]A personalised subject line can increase your open rates by over 35%[/typography]

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Unopened email still gets your brand gets promoted[/typography]

Every time emails are sent you increase your brand awareness, just by appearing in their inbox. Remember 93% of emails are checked daily, so even if your email is not opened the odds are high that your company name has been seen just by landing in their inbox.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Every communication will (eventually) be read[/typography]

If your email isn’t read within a specified time scale, rmcom can be programmed so that your communication will automatically re-send, again and again until it is opened.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Work your hot sales leads[/typography]

By automating your email campaigns, you free up your sales team’s time to focus on the hot sales leads your campaigns produce.
Every time someone interacts with your email a notification can be sent to your sales team so that they can follow this up….in real time if required!

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Ongoing Promotion of your Business[/typography]

Email automation continuously keeps in contact with your customers. The more frequently your name appears in someone’s inbox, the more likely they are to recognise your company name, remember it, and buy from you when the time is right.

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Reach customers on mobile[/typography]
People check emails on their smart phones. Reaching your customer on their mobile gets your email read, clicked-through and converted. We can also set up campaigns to reach your customers via SMS campaigns.

[typography font=”Quattrocento Sans” size=”24″ size_format=”px”]You will increase your website traffic through email automation.[/typography]

[typography font=”Quattrocento Sans” size=”18″ size_format=”px”]Drive traffic to your website and record it[/typography]

Email gets people who are interested in your brand to click-through to your website. rmcom will record the pages they click through to and even what time of day they are likely to read your email. All this makes targeted marketing campaigns much easier and extremley cost effective.

Get in touch with Renew Marketing if you would like to understand more about how rmcom can streamline your sales process and generate additional sales using email marketing automation.

By Lorraine Mullins

Why do you need marketing automation? Reduce the cost of communication

Marketing automation is big news in business because it helps reduce costs of communication.

It’s simple, machines do things more efficiently than human beings.

So what’s actually meant by marketing automation?

Communicating can be a costly exercise. When you consider call centres and what it takes to run a call centre. Many businesses have off shored call centres to try to reduce cost. In many businesses this has been criticised as people don’t feel like they get a personal touch.

Personalisation of communication is at the heart of quality information exchange.

Communication has success critical features that, when handled correctly, improve quality, success and efficiency. In turn this reduces cost.

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Timing of contact
Relevance of content
Information Exchange

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Reducing the cost of running a call centre and sales operation.

For a business that has 35 teleappointers making outbound sales calls 9-5, 5 days a week. It would also take a sales team of 15 on the road to sit appointments generated by the outbound team.

This business has access to databases of thousands of businesses around the UK. Each teleappointer makes c.100 calls a day generating 2 appointments each. This means 70 appointments a day are being booked. Of these appointments, around 50% drop out and there is a sales conversion of 25% of sat appointments.

With these kinds of stats it doesn’t take a genius to work out that the sales value of wins needs to be 5 figures upwards to satisfy the wages demand, let alone the commissions and operational costs.

This kind of wastage in sales is undesirable but all too common.

The benefits of marketing automation in sales.

So going on the figures above, the outbound sales team are hitting 3500 contacts a day to deliver 70 appointments. One intelligent e-shot with open and click through notifications would provide enough information to determine warm prospects at the time they are most likely to take a call.

Based on an open rate of 25% and a click through rate of 20%, this activity would generate 175 warm leads, requiring 2 teleappointers to work through. This may provide sufficient leads to convert to 70 appointments. Thats would provide a reduction in cost of 90%.

What’s the cost of marketing automation?

There are 3 major considerations when setting up marketing automation.

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Data
If you’ve already got plenty of data, you’re onto a winner. Data can be costly dependent on how targeted your audience.
Content
If you’re already have tons of content and produce tons of content, you’re in a stronger position than those who do not.
Complexity
The simpler your processes, the less they cost to set up. As you add complexity, programming and testing become more arduous.

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Where should you start with marketing automation?

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Gain the assistance of providers who done it before.
Set out your objectives.
Determine your budget for phase 1.
Agree Milestones and KPI’s with your team.
Set out a realistic timeline.

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Marketing automation is quickly becoming a need of any business that wishes to communicate regularly with any group of recipients. Whether it be new business, existing clients or simply news subscribers, marketing automation is one of the most effective methods of keeping costs of mass communication to a minimum.

By Ryan Mullins

Marketing Automation – Improve Your Sales Process And Increase Profit.

Would you like to increase sales, improve awareness of your brand, or improve your sales and marketing activity in another way. Are you restricted by budget and time?

Marketing Automation will save you time, money & improve results. Here are just a few reasons why:

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Automating your sales process means that your business development strategy is always carried out. No more excuses that you ran out of time to follow up leads.
With marketing automation you can make cold calling a thing of the past. You will automatically know who is interested in your company based on their interactions with your email. That not only saves time when making sales calls, it also gives your sale team a focus and a much better chance of getting the result they are looking for.
You can tailor your messages to prospects, existing customers or previous clients so that they receive relevant information from you. Making sure the right prospects get the right information increases your chances of getting the result you need.
Automatically following up initial enquiries or chasing previous customers means your company will never miss a sales opportunity. Even if an email isn’t read, it is very likely that they will have still seen your brand name appear in their inbox, keeping your company name in their mind.

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SAVE TIME

Sales tasks are automatically triggered and followed up.

SAVE MONEY

Reduce the cost of sale by reducing staff costs

GET RESULTS

No matter how busy your day has been your business development tasks will always be carried out, improving your sales figures.

Marketing Automation helps all types of businesses and organisations to improve sales, profits, retention whilst also reducing costs and effort.

By Lorraine Mullins

Pointers for choosing the right marketing agency

Some pointers for choosing the right marketing agency

The secret of our success? We’re old school![hr]

Why being old fashioned is harming our competitors while being ‘old school’ is bringing business to our door

I never cease to be amazed by things I see on the Internet! Not so much the dancing rabbits and gurning goats—but what companies describing themselves as the right marketing agency are doing to attract business. Take this morning. I went online early to tie up a few loose ends before going on holiday. I contacted a number of people regarding working together in the future and then I had a quick flick through LinkedIn to see what my connections have been up to.

And I was amazed!

The first thing that caught my eye was the number of people looking for freelance designers and copywriters. As far as I’m concerned, this is great—it indicates growth in the industry, and shows that business are seeing more value in these essential skills. This is certainly in line with our own experience—this year we’re already looking at significant growth in both turnover and profit.

But the other thing that drew my attention was how out of date some of our “right marketing agency” competitors’ offerings appeared, particularly from the more established companies. For example, I saw a post from a marketing and advertising agency on whether your business card is eye-catching enough. It may depend on your business, but I actually don’t remember the last time I swapped business cards with anybody. And surely you don’t pick your agency on the strength of their business card designs? Well, I certainly wouldn’t! But good luck to them with that.

Another example—a small, local marketing agency put out a post about using short video in social networking. It may seem perfectly reasonable on the surface but think about it a bit more deeply. In my opinion, if you have to teach your clients something this basic, then you’ll find it challenging to make money out of them. Why? In my experience, if you need to explain basic principles to your clients, you’re already on the back foot with them. If they know so little about marketing, I’m afraid they’re probably the type of clients who don’t appreciate consultancy being a billable service.

You’re probably wondering why I’m launching this barrage of criticism. I’ll tell you—the fact is that I’m concerned that this is a standard that many companies view as acceptable. In my opinion, this sort of sloppy marketing effort devalues the expertise and knowledge of the individuals who work for these companies. I’ve worked with one of them and know that their team is incredibly talented and hard-working—and they can certainly deliver brilliant campaigns with quantifiable results.

I don’t think I missed anything radical or new in their posts such as business cards includig wearable technology or short films going holographic! No, these posts were old hat! Why would they do that? Have they misunderstood the purpose of blogging on social networks?

So what about us? Presumably we’re not using such old-fashioned articles to pitch our business to potential clients? Correct—we do things differently. I’ve pitched for new business many times and I’ve won many times. But not by suggesting business cards or short videos. In fact, our pitching is even more old school than that!

How do you know which marketing agency to choose?

What we do is begin by asking questions.

What are your goals?
What are you already doing?
What works for your business?
What doesn’t?
And many more…

Our questioning process lasts for a considerable time and allows us to get to know our clients’ businesses inside out. It gives us the information we need to make the marketing decisions required. It means our proposals are based on evidence and fact, with outcomes that can be measured.

Additionally, we don’t do all the pitch work involved for free.

Traditionally, many companies do but we favour a different approach. If clients have faith in our process and our strategy, they will be willing to pay for the work involved in creating a bespoke proposal. This gives us the reassurance that our time and effort is justified. In turn our clients can feel reassured that we are providing an individualized service rather than just passing them a standard proposal. Our initial investigation provides an evidential report that will determine a measurable forward strategy.

Old school hard graft beats old-fashioned marketing flannel every time!

Get in touch now.We'll even give you 30 minutes advice completely free[hr]

5 reasons why to use film in your marketing campaigns

Reasons you should use film in marketing campaigns are clear.

It has long been recognised that film and video are an excellent way to engage consumers. Our appetite globally for tv and moving picture through film and YouTube is staggering. Every marketer would love to be the driving force behind the ad campaign that everyone recognises world over.

What is overwhelmingly apparent in our world of today is that the ‘recipe’ for a global viral hit is not necessarily the same as you would have specified ten years ago. There are, as with any creative success, some guidelines and parameters which make the end result more likely to succeed. To coin a Stephen R. Covey phrase ‘start with the end in mind’. In simple terms, what is it what video / film can do for you and your business?

Here are 5 benefits of using film in marketing campaigns.

1. Get your point across quickly

The stats on how much quicker people absorb information from film are staggering. People have an appetite for fast information, everyone is busy, no one wants to wait too long for anything. Film enables you to quench this thirst, to tell a story and to deliver your message in the shortest possible time.

2. Leverage context

The context of the information you are sharing is important to the relevance to the viewer. Moving picture enables you to set context visually and aurally without relying so heavily on understanding, translation and imagination. Film makes it easier for you. To show the viewer that your message relates to them.

3. Stimulate emotion

Most, if not all, successful campaigns, films, books and music strike an emotive chord within people. The basic nature of film enables you to create suspense, drama, aspiration and many other emotions which you wish to associate with your product or brand. People buy because they are made to feel a certain way. Using film enables you to enhance that emotion in ways other media cannot.

4. Heighten engagement

Trying to pull the kids away from the TV is the easiest analogy to describe engagement brought about by film. Lifting ones head away from an engrossing book or magazine article is fairly easy by comparison. You can mark where you left off with the simple positioning of a thumb or finger, react to whatever has stimulated you and then revert back. Film’s different. Yes you can hit pause but you’re unlikely to do that in the middle of a scene. There’s a fear that you might miss something. Using film enables you to increase that engagement with your target audience.

5. Increase ‘share power’

Social media has brought about ‘likes’ and ‘shares’. Not only are these measures of the stickiness of your content but now they also affect your rank on search engines. You only need to look at your Facebook feed or which virals have been most successful to realise film is an intrinsic part of virality. It is also evidenced that film embedded into email marketing significantly increases click through rates.

Summary

It’s clear that video/film is an essential part of today’s marketing mix. What is less clear is how you should apportion budgets. We would recommend that you make as much budget as is physically available for film. Without it, your message and brand will get lost in the vast stocks of content available at the click of a button. Without film, you just won’t be as memorable as those who do use it. There’s a further point too.

If you are using or intend to use film in your marketing campaigns, you need to ensure the quality is reflective of the quality of your brand. Viewers will make judgements, both consciously and sub-consciously, about your products and brand based on the quality of your film. Put back those marginal improvements on other areas of your marketing mix and invest your budget in video. Do it right and you’ll never look back.

By Ryan Mullins