REQ

BACKGROUND

Introduce your business and what you do there.

I’m the VP of Macro Solutions. We’re a woman-owned business that focuses on government IT and management support.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We needed to cast a bigger shadow with marketing and initially engaged REQ to develop a better web presence. We needed to develop capability briefs, white papers, and other printed material to share with existing and prospective clients and partners.

SOLUTION

What was the scope of their involvement?

REQ runs a full-service marketing operation for us. Their team initially worked on a strategic overhaul of our website. Since then, they reskinned the site. Their team helped with our branding and messaging. For example, their team provided recommendations for the phrases that we should use in our print and digital materials.

They drive awareness as well as help us with our content and website mechanics. Their team edits our blog posts and develops all of the graphics for our website and printed materials. They also connect us with potential awards and communities that hold events in our space.

What is the team composition?

We have a couple of contacts at REQ but Melissa’s (Public Relations) our main point of contact. There are a handful of other folks who work on various projects.

How did you come to work with REQ?

Elizabeth (EVP) and I worked together many years ago. I trusted her judgment and approach as well as appreciated her connections. We began working with Elizabeth, and then REQ acquired her company.

How much have you invested with them?

We spend anywhere from $50,000–$75,000 a year on their services.

What is the status of this engagement?

Our relationship began in 2015, and it's ongoing. We started this engagement with a project-oriented approach, and we now have them on a monthly retainer.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

REQ hit specific timelines that we needed to hit, which was important. Their team teed us up for awards too.

How did REQ perform from a project management standpoint?

We have biweekly meetings during which we share updates. That cadence’s terrific. REQ set up a distribution list on their email system that enables us to send one email that everyone on our account receives at the same time. Their team drives us and helps us to stay on top of projects because we’re a little thin in terms of internal staff.

What did you find most impressive about them?

They’re aligned with our branding and messaging. Their team’s responsive and can almost predict our needs, which is exactly what we require in a partner.

Are there any areas they could improve?

I miss working with one of their previous team members. He had a keen design sense. He could bring many different elements into an image that worked. We’ve still been able to achieve similar outcomes but miss his perspective.

Do you have any advice for potential customers?

It’s important to have regular communication because conditions change all of the time.

BACKGROUND

Introduce your business and what you do there.

I’m the president of Carahsoft. We are a distributor of software and IT to federal, state, and local education governments and the prime contractors that they support.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

Our marketplace is very complex, so we hired them for PR.

SOLUTION

What was the scope of their involvement?

REQ has helps us with PR. They mostly look at the awards list that we get added to, how we write our PR content, and how we write content for our audiences. They manage the awards we do for ourselves and those we enter for our vendor partners.

For example, in our industry, there is a project called the Fed100 that is highly prestigious, and it’s an award that’s not easy to get. The team helps us write different nominations for it because a specific tone and language are required. They also find sponsors for the nominations.

Additionally, they do case study development and editorial contributed content on behalf of the vendors that we represent. They also help us with our own press releases or those that our vendors want to do. 

What is the team composition?

My primary point of contact is Elizabeth (EVP, Public Relations).

How did you come to work with REQ?

We hired them because they know how to do PR and case study awards better than anyone in the industry.

How much have you invested with them?

We’ve spent over $1 million over the years.

What is the status of this engagement?

We’ve been working with them since 2004, and our relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

REQ has gotten us onto about 15–20 different award lists that we wouldn’t have gotten if it wasn’t for them. They find the right awards for us and get us into them.

How did REQ perform from a project management standpoint?

They’re really skilled at what they do, and they guide us through the timelines and make sure that all of the deliverables are being met. They are the ones who make sure that the workflow and timelines are managed effectively.

What did you find most impressive about them?

We’ve grown at a fast rate, and REQ has helped us scale from a few vendors to over 100. They’ve allowed us to scale faster and with much higher quality than if we had done it ourselves.

Are there any areas they could improve?

No, not that I can think of right now. We’ve had a long-standing relationship, and when we asked for certain capabilities, they added them over the years.

Do you have any advice for potential customers?

Give them as much access to your business as possible. If you treat them as a part of the team, you will be successful.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing and strategy at Save a Child's Heart, a humanitarian aid organization that provides heart treatment for children who have a lack of or no access to that care in their home country.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We are a big initiative with a small team. We needed to bring in a marketing professional so that we could do our job better, both in terms of advocacy and awareness, as well as the promotion of our ads and digital imprint.

Our goals were to raise more money through our digital initiatives and to clarify some of our brand messaging.

SOLUTION

What was the scope of their involvement?

REQ helped us create and launch a new global website. The team designed an entirely new sitemap. They’ve also helped us with digital ads, both on Facebook and Google.

Additionally, the team assisted with several individual campaigns, helping us create targeted ads on Facebook and Instagram and making sure that we were getting exposure.

They’ve been able to help us find international platforms through which we can take international donations. So, we’ve been working with them through Webflow, Fundraise Up, and Geo Targetly, which they researched.

Part of our work with them has also been strategy-based in terms of building up and understanding our audiences. Additionally, they’ve helped us with a lot of brand language and refining our logo. We were featured at a large policy conference in February 2020, and REQ also helped us with our materials and booth design. 

What is the team composition?

Our main point of contact is Carly (Account Executive).

How did you come to work with REQ?

We had an executive search committee that helped us. We were coming off of working with a company that is similar to REQ, but that engagement wasn’t successful, so we knew what we were looking for.

The executive committee interviewed 4–5 companies and was impressed with REQ and the contract they were able to outline. The team was committed to understanding and being a part of our mission. 

How much have you invested with them?

We have spent about $175,000, including ad spend

What is the status of this engagement?

We began working with them in Sep 2019, and our engagement is ongoing. Now that we’ve accomplished a lot of the goals that we set out to achieve together, we’re looking at how we can continue to grow, so we plan to continue working with REQ.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

I’m extremely grateful for our partnership and love working with them. REQ has been extremely patient in dealing with us as a nonprofit, and they’ve done a great job.

How did REQ perform from a project management standpoint?

Their communication is excellent. Carly and I check in multiple times a week, but we have a standing call once a week. We also have a larger team call once a week.

There’s a tremendous amount of email back and forth, especially for the larger elements that we want to have a paper trail for. The team has been very transparent, showing us quarterly and monthly reports as needed.

We have access to all of the clicks and engagement for our social media ads. They are amazing with response times.

What did you find most impressive about them?

We’ve gained a partner who cares about the projects we’re doing now as well as our future. They are committed to us and the work that we’re doing. It’s been a boost for all of our staff members to have someone we can look to when we have questions. 

Are there any areas they could improve?

No, nothing comes to mind. 

Do you have any advice for potential customers?

The reason we’ve been so successful is that we had a list of things we wanted to accomplish before going into it. I would advise customers to that and to also be transparent.

We’ve been transparent with REQ when we have delays, and we’ve brought them into some of the inner politics of why things are the way they are for us as a nonprofit.

BACKGROUND

Introduce your business and what you do there.

I’m the creative director of a large LGBTQ civil rights organization. We have about 3.5 million members and supporters.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We hired them to do an audit of our web store and provide recommendations for improvement.

SOLUTION

What was the scope of their involvement?

After auditing our website, we started working with them on digital marketing campaigns. Then last summer we started working with them on paid social ads. They run our ad campaigns for Pinterest, Facebook, and Instagram. Recently, we had them do a Google Ad campaign. They did some SEO as well.

What is the team composition?

We worked with Katie (Senior Vice President, Client Service).

How did you come to work with REQ?

We worked with another company who had helped us with other projects in the past, but we never gained any traction with them on this project. I reached out to other organizations and one of them recommended REQ.

How much have you invested with them?

We have spent about $300,000, including ad spend.

What is the status of this engagement?

We’ve been working with REQ since September 2018 and our relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We’ve seen an improvement in page loading times, organic searches, and $200,000 of our revenue came from ads in June. In July, revenue is up by about 200%. We have better load times and bounce rates than we have previously. 85% of people who came into our store in June had never been there before.

We’ve done Google Ads and social media ads before, but we didn’t see the results until we started working with REQ. They clearly know something we don’t know. They’re very good at reviewing member files, conducting analysis, and creating lists of lookalikes to grow our list.

How did REQ perform from a project management standpoint?

We work with a team of people and they do a report review. My team is very satisfied with their work.

We had in-person meetings before COVID-19, but we’ve switched to Zoom. They were only two blocks away from our office.

What did you find most impressive about them?

They project a level of confidence that made us feel good about the decisions we’re making. Those decisions have also led to performance improvements.

Are there any areas they could improve?

I wish they were cheaper. Other than that, everything has been great.

Do you have any advice for potential customers?

There was great value in the process that we used to do the audit. They understood what was going on and they took a holistic approach. They took the time to understand what we needed and created a strategy that delivered.  

BACKGROUND

Introduce your business and what you do there.

We’re the Vegas Chamber, which is the largest business support organization in Nevada. I’m the vice president of marketing and brand strategy.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

REQ started with the Vegas Chamber before my time. However, my engagement with them focused on building a refined digital strategy that included engagement initiatives.

SOLUTION

What was the scope of their involvement?

REQ started as our website administrator. After redesigning our site, they continued to maintain it. They cleaned up our backend in terms of where we hosted our site.

Their team continues to support our website’s security. For example, we had a significant site outage around December 2018. REQ was instrumental in getting it back up. They looked into the issues leading up to the outage to understand why it happened. Their team continues to ensure that our website functions.

REQ also cleaned up our SEO initiatives. With an internal team, they went through keyword research. Their team also looked into alt text.  

They help to advance our digital strategy. Their team thinks of ways to better position ourselves to be found digitally.

What is the team composition?

I work with Danielle (Account Director) and Justin (EVP).

How did you come to work with REQ?

The cost of their services was a big factor in the decision to partner with them. We’re a not-for-profit, so we’re conscious of our expenses.

I also sent an RFP back in December 2018 because I hadn’t worked with any of our vendors and wanted to make sure that we were on the right track. In the end, we decided to stay with REQ because our relationship worked so well.

How much have you invested with them?

We spend about $33,000 a year on their services.

What is the status of this engagement?

Our organization started with them in 2017, and it's an ongoing partnership.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

REQ’s been an incredible advisor. We couldn’t accomplish many of our goals without them. 

When the pandemic happened, REQ was proactive. Our goal is to support our members, about which 80% are small businesses. After they recognized our efforts, they wanted to help us get our COVID-19 resources out. Their team created videos and infographics that made the information easy for our users to understand.

Users accessed those resources and stayed on the page. We wouldn’t have been able to produce that content and without it, we wouldn’t have gotten as much interest in our COVID page. Their team was swift, attentive, and delivered the content quickly.

How did REQ perform from a project management standpoint?

They’re responsive, flexible, and proactive. Rather than a simple response, their team gives us feedback. They’re great collaborators, which I appreciate. No matter the topic, they match our attempts to continuously improve our efforts. I consider them an extension of our team.

What did you find most impressive about them?

They’re amazing humans that truly care about us. Their team’s flexible and positive. They always look to provide better results to their clients. Their team always has the end game in mind and while working towards it, they look for ways to improve.

Are there any areas they could improve?

We could’ve worked faster to understand the cause of our website outage. As I'm unfamiliar with technology, I expected them to find an answer quickly but had to push them a bit. However, it wasn't because their team wasn't looking into the root cause.

Do you have any advice for potential customers?

Know your goal because REQ will get you there and then take you to the next level.

BACKGROUND

Introduce your business and what you do there.

I’m a public affairs manager at a self-driving technology company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

In our space, education's important. We needed to reach people within our markets. We brought REQ on board to help us build out our public education campaign.

SOLUTION

What was the scope of their involvement?

REQ built a multifaceted digital approach. They completed a series of videos featuring our partners and self-driving technology. Their team filmed long-form videos that they cut down into shorter assets to use for advertising.

They built our public education campaign website from scratch. Their team redesigned the website several times since the initial build. They maintain and are currently redesigning the website.

Their team helps us manage two different social media channels: Facebook and Twitter. This year, we plan to do more work on LinkedIn and Instagram. They also manage digital advertising for us including web-based and digital radio ads.

Their team runs our e-mail marketing campaigns, sending weekly emails to a growing subscriber list. We target audiences to join that list based on our priority markets. Their team helps us maintain our presence in our existing markets and helps us to enter new markets with the same digital approach.

What is the team composition?

We’ve worked with a steady group of people over the years. Eric (Chief Client Officer)—who’s incredible— is our main point of contact. We also work with Steven (Senior Brand Strategist), Heather (Assistant Account Executive), Greg (Senior Account Executive), and Amanda (Senior Content Strategist).

How did you come to work with REQ?

REQ was the best company for us because they could serve all of our different needs. The breadth and depth of their experience set them apart from other companies. I’ve worked with companies in the past with strong expertise in certain areas. REQ had strong expertise to answer a lot of our needs in one place.

What is the status of this engagement?

REQ was with us before I joined the company, but I believe they started in January 2018. We’re in the third year of our engagement right now.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

In one year, we grew our email subscriber base from zero to 22,000 people, which was impressive. A majority of those subscribers were in a specific state, so it wasn’t a national campaign.

We created 21 video ads. In six months, they received over six million views in total. Our digital ads targeted for one state received over 49 million impressions, which was great.

How did REQ perform from a project management standpoint?

Communication has been excellent. We have weekly calls and their team’s communicative between those calls. They’re flexible in adapting their reporting to fit their clients’ needs.

They’re responsive. I’m in California and they’re on the East coast. Unlike my past experiences, I’ve never felt a time difference issue. When I worked in New York and had clients in California, there was a lack of response on occasion.

What did you find most impressive about them?

They embedded themselves into our team well through their hands-on approach. Agencies tend to be a separate unit that completes the work and hands it over. They’re ingrained in our day to day business, which is helpful. We don’t have to catch them up to speed on projects because they’re involved on a daily basis.

Are there any areas they could improve?

No, they’ve been great.

Do you have any advice for potential customers?

Make sure that you have regularly scheduled meetings. Work with them to build customized reports.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of a network services organization. We enable our customers to provide wireless networks everywhere.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

I started the business in 2009 and we had grown our revenue significantly in five years. However, from everyone’s perspective, we were still a one-man shop. We talked to some creative agencies and they did some work for us, but the messaging was never there.

Our goal was to effectively convey the message externally and show everyone that we are truly a force in the industry and we’re solid. At that point, we had $38 million in revenue and 400 employees nationwide, so we were a viable company. So we wanted to create and develop our brand.

SOLUTION

What was the scope of their involvement?

REQ did everything involving branding our company and putting our name out there. They didn’t need to completely change the brand because it already held a certain stickiness with our customers, but they did elaborate on our leadership. 

The team worked with us to outline who we are, why we’re so special, and why our company is so unique. They helped us through a story development phase which involved getting our narrative out into the news media and going for business awards. 

What is the team composition?

We interacted with Elizabeth (EVP) and other teammates. 

How did you come to work with REQ?

Out of all of the PR specialists I’ve met, Elizabeth is the most out there. When I asked for recommendations, her name and company kept coming up non-stop. Additionally, she was working with big brands at that time. All of these factors made my decision easy. 

How much have you invested with them?

I spent $300,000–$500,000.

What is the status of this engagement?

Our engagement began in about 2014. Our organization was purchased by a larger enterprise, but I’ve maintained my relationship with REQ.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

They managed to get us into several publications such as Forbes and Ernest & Young. 

How did REQ perform from a project management standpoint?

I wasn’t involved all the time in the initial project, but it went well. We communicated via email and phone.

What did you find most impressive about them?

The team got us to understand what branding means. Elizabeth and her team didn’t just tell us what they thought. They allowed us to see different types of PR exposures and work closely with them.

A lot of people try to use verbal communication to explain the options, but without any context of what a PR campaign looks like, you get lost. REQ offered us exposure to PR by letting us see it through community events. The team helped us understand exactly what we were looking for.

Are there any areas they could improve?

They could scale faster. It would be better if they could do what they do with more people.

Do you have any advice for potential customers?

Always continue the dialogue with Elizabeth at all times. She is full of knowledge and capability. Use her as a sounding board of where things are going because she can listen to your concerns and address them.

BACKGROUND

Introduce your business and what you do there.

Respondent 1: We support our Medicare product line with digital marketing strategy, Our focus is doing Medicare campaigns to drive prospects in sales. We work in different digital media channels to promote our campaigns on social platforms.

Respondent 2: I work on the same team.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

R1: At the time, we didn’t have a digital support system in place. Being a small team, we needed to leverage outside support.

SOLUTION

What was the scope of their involvement?

R1: They facilitate our media for digital channels, expanding across paid search and social. They’ve been a big part of proposing and executing strategy. They’ve also provided creative support. So, they’ve developed landing pages and creative components for those campaigns. They’ve also played a heavy hand in the management of our social media channels. They create calendars, content, and engage with respondents.

R2: They’ve done a series of webinars for digital marketing: 101, tutorials for other departments, and email campaigns.

What is the team composition?

R1: We have an account director, who has been on our team for the last 18 months. Before that, we had another account director who had been with us since our relationship began. There is also direct support from department heads for the different media channels.

How did you come to work with REQ?

R1: We conducted an RFP process and elected to go with REQ because I was intent on finding a digital-first agency.

What is the status of this engagement?

R1: We started working together in May 2014 and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

R1: Our two biggest metrics are lead volume and cost per lead. In both of those areas, those metrics have improved by about 10% each year. They’ve done an effective job at increasing lead volume from these channels and reducing the cost per lead. Their work over the years has resulted in very tangible results.

How did REQ perform from a project management standpoint?

R1: They’ve done well. Things have evolved over the years, and our industry is a bit behind the times, but they’ve done a good job aligning themselves in the right way. We have a good relationship and they’re very responsive to our needs. They’ve managed everything effectively, and we have some short-term immediate needs, and some long-term efforts and they do a good job staying on track. We have regular check-ins and they hold themselves accountable to delivering on deadlines.

R2: We work with a few other agencies, but REQ is the most responsive to edits and things like that.

What did you find most impressive about them?

R1: They’re very fair. They don’t price gauge and they’re not trying to push more business. They’re dedicated to building a strong, long term relationship. I trusted that they were knowledgeable experts and that they would do the right thing for our business. I always felt like they were looking out for us and our company, and I really appreciated that.

Are there any areas they could improve?

R1: Their presentation could be improved. I’m more metrics-driven, but as the relationship continued, they didn’t convey results super clearly. The results were there, but they could communicate them better.

BACKGROUND

Introduce your business and what you do there.

I work for a unit of a plumbing manufacturing company. We do direct to consumer efforts. I am the paid social media manager.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

Our director of marketing saw a need to grow our online presence through SEO and content.

SOLUTION

What was the scope of their involvement?

They develop earned content, blog content, and SEO content. They also support social media platform like Facebook, LinkedIn and Twitter. This includes creating content and scheduling when everything is posted. We’ve also used them for graphic design and they’ve done some web development.

What is the team composition?

My primary point of contact is our account director. I’ve also come to know some of the other team members, including an earned content specialist, a strategist, a writer, and a developer.

How did you come to work with REQ?

When I came on, they were already working with my company for a couple of years. From what I understand, REQ was working with a competitor in our space. They had an opening portfolio and reached out to us. They were good with content and the SEO component, so that’s why we started working with them.

How much have you invested with them?

We spend about $27,000 per month (approximately $2 million).

What is the status of this engagement?

We started working together in August 2016 and we continue to work together.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

They deliver at a level of design excellence that makes a 150-year old brand proud.  Quantitatively, the work around our earned presence and our organic traffic is the most profitable traffic sectors that we have.

Qualitatively, they take direction well and execute at a greater level than what I could do. I had some ideas, but didn’t have the design experience.  

They have an excellent SEO analytics department, who is able to figure out relevant keywords to write content for our audience. They also have great content strategists and writers who leverage the research and analytics. They listen to what our business needs and they deliver. They’re also happy to adjust content based on business needs.

How did REQ perform from a project management standpoint?

It’s good, but I do have difficulty wrapping up web development projects. But in terms of content—our calendars, blogs, execution, and delivery— they have that completely under control and I don’t need to be involved. They will send me stuff to review without prompting.

I will forward web development requests to my account director, but I will also speak with a developer.

What did you find most impressive about them?

Their content creation is top-notch. It’s results-oriented and it looks good. They execute on time and take feedback.  

Are there any areas they could improve?

The web development arm of their company is weaker than their content side. It’s hard to get quality-assured work out of it. They could improve their web dev and the speed of response.

Do you have any advice for potential customers?

Let them steer content generation as much as you can.

BACKGROUND

Introduce your business and what you do there.

I am the CEO of a data analytics firm for governments. We work with federal, state, and local agencies to help them transform their organizations to become more data-driven.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with REQ?

We worked with REQ to provide marketing expertise across the board in all areas.

SOLUTION

What was the scope of their involvement?

They have helped us to plan out and execute practices including PR, lead generation, relationship development, messaging, and specific ad campaigns.

In one particular case, we have been developing a solution for Virginia that involves data-sharing around the opioid crisis. REQ was instrumental in that campaign in terms of getting the word out through articles and interviews on a website for the project as well as a press event in conjunction with the Virginia government.

Their team helps out on a number of projects like that, but they’ve also helped us identify and win awards and take several other steps to position ourselves as innovators for the government. That work has helped us to provide better service to our clients as well as to significantly raise the profile of our company.

What is the team composition?

Our main point of contact is their client relationship person, Katie (Sr. VP, Client Service).

How did you come to work with REQ?

It can be very hard to find a really broad range of expertise with one individual, so we were looking to bring on a firm that could really help us tackle every angle of account-based marketing.

They were recommended to us by a business advisor that we have who had worked with them in the past, and when we talked to them their understanding, commitment, and passion were all very impressive, so we decided to work with them.

How much have you invested with them?

We have spent about $280,000 on our work with them so far.

What is the status of this engagement?

The project started in December 2017 and is still ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We track quarterly metrics on pretty much all of their work in order to help strategize and shift goals as we move forward. Some things we look at more consistently, like open rates on our outgoing email campaigns, and click through rates and monthly visitors on our website.

For the most part, we target quarterly goals in terms of pieces of press, certain numbers of events, responses from certain types of activities, and that type of thing. They have always been able to fulfill our larger project targets in that regard.

How did REQ perform from a project management standpoint?

They do an excellent job of staying on top of our deadlines and communication. A large portion of our communication takes place over email, but we have a regular weekly phone call and usually try to touch base before the phone call around our weekly reports.

They also have access to some of our internal systems to help us track the work, including the OKR system we have for our entire company, which helps us to communicate more clearly about those things as well as to treat them like a part of our company.

What did you find most impressive about them?

Their dedication to customer service, making sure that they get it right for us, is absolutely spectacular. I love sharing ideas with them because they are so good at figuring out what we need and then finding a way to deliver that for us. The breadth of their services is always growing, and that has made our long-term relationship incredibly valuable.

Are there any areas they could improve?

I really don’t have anything in particular that I think they need to do better.

Do you have any advice for potential customers?

Any marketing relationship has to involve investment from both sides. They need the feedback from you in order to know whether they’re on the right track in terms of the market and direction, and then adjust if not.