How To Avoid Cookie-Cutter Marketing & PR Strategies

We’ve all been blown away by a marketing/PR campaign at some point or another. Whether it’s an amazing string of ads, a hashtag that went viral, or a story that tugged on heartstrings. In such a crowded marketplace – for all industries – and with the increasing popularity of digital in campaigns, consumers are bombarded with hundreds of campaigns on a daily basis.

The challenge for brands is to deliver rapid results to hit all the targets set out in the campaign strategy. How are you going to do that if you are copying someone else’s strategy? Or, another brand’s creative ideas? In order to stand out among the crowd, you need to be different. A cookie-cutter strategy isn’t going to work for you because you aren’t the same as your competitors.

Unfortunately, marketing has been around for a long time, and this means that a lot of ideas have been trying and tested, proving to deliver strong results. It’s like jazz or blues music. You can sample from another artist in a solo, but you have to give it your own sound, otherwise you are just copying. What are you bringing to the table?

Here are things to look out for when you are trying to inject your own brand personality into your campaign.

1. Don’t be distracted by the competition: They’re not going anywhere anytime soon, but dwelling on what they’re doing for their own campaigns will put you off the path you need to be on to discover your own successes.
2. Define your brand messaging: This can mean taking a step back to define your industry. Are you a locksmith, or a freedom expert? Your brand messaging is the basis for your brand story. You should be able to jot down 5 to 10 key sentences about your brand and what it is that you do.
3. Appeal to your ideal audience: You don’t need to be all things to all people. If you pick a niche in your industry, chances are you will be able to make a splash and then expand from there. Using a blanket technique to see how many people you can cover won’t necessarily give you the best return on your efforts.
4. Tell your own story: Once you have your messaging in place and you know who you want to tell it to, think of different narratives that will exemplify what you want your audience to think of when they hear your brand name. This has everything to do with your content strategy. The content you develop should be different than other brands because you should have an opinion or an approach that is unique to your business.
5. Determine your language style: How are you telling your story? Your brand is like a person, with a personality and language all its own. If you are a young, fresh brand, you wouldn’t use as much “industry-speak” and try to out-smart your customers (actually not a great idea in any case), but you might use a lot of colloquial and slang language. Pretend that your brand is speaking to someone else and write that way.
6. Empower your team: whether they are senior management or entry-level employees, empower them to live your brand and enjoy what it is you stand for. There is nothing more unique than a team of individuals bringing their own perspectives.

Bonus Tip: There are marketing/PR agencies out there who use a cookie-cutter template when they put together campaigns as a cost-cutting measure on their end. If you are working with an agency, be sure to ask a lot of questions and get to know their previous campaigns to make sure that you are getting something that is unique for you.

Public Stunts and Events: 7 Things You Need To Know For Planning

By now, we’ve all seen the greatly elaborate stunts from major brands like WestJet and their Spirit of Giving campaign (I tear up every time…), Coca-cola and their countless Share happiness stunts (Always a favourite!), and we can’t forget the prankvertising that has really just gone off the rails with Pepsi and race car drivers to LG and the end of the world.

The challenge is how do you tap into that type of success for your own brand, even if you don’t have the big brand budget?

Here are a few things to remember when you are considering a public stunt as a part of your marketing strategy.

#1: What’s the purpose? Before you even consider discussing your concept, make sure you can answer “why are we doing this?” Just doing a public stunt or event for the sake of doing it because you think it’s cool could mean that you will waste a huge chunk of your marketing budget on something that isn’t going to get you anywhere. For example, if you are a corporate law firm looking to get new clients, you wouldn’t throw a flash mob at the mall (sometimes an exaggerated example gets the point across). Here is where you will set your goals to determine what you want to achieve with this tactic.

#2: Decide on a budget. This is going to determine what you will be able to do for your concept. Amazing public stunts and events can be executed at all budget levels, so don’t feel you have to break your marketing budget for one tactic. It’s also important to take into account that your budget will be the first thing to slide, so you need to stay on top of it. Keep a spreadsheet of all costs and regularly go over everything with your team to make sure you are on track.

#3: Come up with a creative concept. Once you have a purpose and goals, it’s time to come up with a concept. What are you going to do to achieve your goals? It’s great to have a look at what some other companies have done, but it’s also important that you make it your own. The last thing you want is the media or your audience online talking about how you copied someone else’s idea. Equally important, your idea should fit your brand identity. You want people to immediately associate the stunt with your brand when they discuss it with their friends. Unless you have the brand awareness of, say Pepsi (and the budget to go along with it), you are going to need to do some legwork to make the connection, so make it easy for yourself.

#4: Research the date. How many times have you heard, “oh, I would come but I have another event to go to…” Or have you said that to someone else. It’s important that you do your research before setting a date. You could be planning something big for the same weekend as something else, like a festival or key industry event. Don’t set off on the wrong foot by putting yourself in competition with another event or attraction. Granted, things will come up, but, you should know what’s happening anyhow.

#5: Make a project game plan. Once you know the date of your event, you need to come up with a game plan. This means making a list of everything that has to be done to ensure the success of your stunt – will you have food, refreshments, entertainment, signage, etc. After you have made your list, work backwards from the date you have chosen to create a realistic timeline for when everything will need to get done. Remember that things often take longer than you would expect, and you should always give yourself a buffer time zone. Scheduling things to take place down to the wire is always tough, both on you as well as the vendors you have chosen.

#6: Consider a weather contingency. This is so often overlooked. If you are having an outdoor event, what happens if it rains? If you are having a winter event, what happens if there is a snowstorm? You should be prepared for everything, even if it means having a tent rental company’s number programmed into your phone for a last minute rental!

#7: What’s next? Your public stunt or event shouldn’t happen in a vacuum. You should look at your marketing strategy as a whole and when it comes to this particular tactic, you need a follow up strategy, whether it’s putting together a video from the big day, following up with media, or following up with attendees, it needs to tie in to everything.

Media Relations: What to do if you can’t get coverage

Before the holidays we talked about why the media may not be interested in your story. Maybe your story really is great, and you’re doing everything you should be doing down to the right timing and media targeting. If you look at it from the perspective of the journalist, they receive sometimes hundreds of pitches every day. Despite how hard you try, your email or Twitter pitch may get lost in the shuffle.

An accomplished and well-respected journalist once told me that sometimes you need to find ways around the media, especially if we look at how much things have shifted to social and online. This is exactly how you would handle this situation.

Here are a few ways to get your story out there when you just can’t get through to the media.

Amp up your content strategy.

I’m not living under a rock. I realize that content strategy and content marketing are buzzwords… However, they are practical buzzwords that you really can’t get away from. In business, cash is king, but in marketing, content is king.

Take a look at all of your content across channels. What kind of content are you putting out there? Is your great story laid out across all of your platforms? Do you have a blog? If you have a story that is so amazing, you likely have something to say. When was the last time you reviewed your e-Newsletter strategy, or your direct mail campaign?

It’s important to both keep your content fresh as well as put out a steady stream of content so you stay in view of your audience. If you do this for long enough, someone is bound to take notice. I have a client that got a call from a radio station because of an article he put out. If you have something to say, make sure you are capitalizing on all opportunities to say it!

Guest blog posts/bylined article placements.

Not ready for a full-fledged blog strategy for your business (you should really re-consider), or perhaps you have a strategy in place, but you just want to branch out? Try connecting with publications and key blogs of interest to see if it’s possible for you to write a guest post. This is a great way for you to get your name out there to reach a broader community. If you are afraid to reach out to editors or other blogs, consider LinkedIn publisher as a great place to start.

For more thoughts on this, check out this article!

Grow your social media community and empower your customers to share your story.

Photograph by George Marks

I know. This can be easier said than done. Here is where you have marketing managers and business owners saying that they want to run a viral marketing campaign. EVERYONE wants to run a viral marketing campaign. The stars aren’t always aligned for your campaign to take off on the internet, however, you can focus on reaching your immediate audience. If they feel connected to you as a brand, they will feel good about sharing your story for you. This will grow your audience through word of mouth (or stroke of key, tap of screen… you get it).

Your audience is your most valuable asset when it comes to marketing. If they like it, then you are doing something right!

Public stunt to increase impact.

Want to go big? You could plan a public stunt to get attention. Careful with this one though. It’s easy to run off the rails with budget on this if you are trying to compete with the big guys. That’s not to say it can’t be done. There are creative ways to think outside of the box but inside of the budget. It’s a matter of finding what will work best for you in terms of brand awareness and fit. I feel a blog coming on about public stunts, so check in next week to find out more!

Final thoughts.

The key is you need to think creatively when it comes to your strategy. If you start to look at your marketing efforts (including PR!) as a bigger picture rather than in silos, you can use multiple tactics to get your brand story out there.

5 Reasons To Use #Hashtags For Business (Sparingly)

By now, we have all seen this hilarious (and eerily spot on) sketch by Jimmy Fallon and Justin Timberlake (and subsequent similar ones).

I am also sure you all have at least one friend or colleague who is overly fond of the hashtag, putting so many in their social media content that it #sometimes#becomes#hardto#decipher#what#itsabout. Both the comedy sketch and your friend demonstrate too much of a good thing.

And no, hashtags are NOT ruining the English language… When used properly.

If we take one step back, those who aren’t familiar, here is the hashtag formula:

Hashtag = “#” symbol + relevant keyword or phrase

You should be using hashtags strategically in all of your social content. Here is why:

#1 Find information and follow trends

Now more than ever it’s important to stay on top of things when it comes to running your business. With enhanced connectivity online and information at everyone’s fingertips, why not tap into the information using hashtags? Call up a search for something specific. Maybe you are trying to find information on #EmployeeEngagement. You will be surprised at how many tips and tricks you will find through articles that have been put out there through social media.

#2 Generate discussion and make connections

Source: freedigitalphotos.net

Hashtags are an amazing tool that can be used to start up and join discussions that are relevant to your brand interests, your product, or your industry. For example, if you wanted to see who was talking about entrepreneurship, and what they are saying, you can search for #Entrepreneurship and a list will pop up. From here, you can reach out to specific people and comment on discussions.

Another thing it is useful for is to follow discussions about your own brand. Why not track what people are saying about you? It is a great way to track your online reputation. First, you should try to establish some sort of online presence. It can build into a really effective customer service tool when you are able to interact with your customers.

#3 Promotions and Contests

This is a great way to encourage user-generated content. For example, if you were going to organize a photo contest, you would have people tweet or post photos using a specific hashtag like the #Jackspatio contest that was run by Jack Astor’s this summer. You and everyone else can easily follow along with all of the entries. This generates more traffic for you and users will have fun interacting with your brand.

#4 Targeting specific audiences

Just like you may be joining in conversations, you can also target your information towards people who you think would be potential new business prospects. For example, if you sell jewelery and your target market is for weddings, maybe you should be posting images of your work using #Wedding or #WeddingWednesday.

#5 Real time interaction

There are so many opportunities online for hosting chats, or perhaps you are hosting a webinar. If you provide a hashtag for people to use, participants can participate by asking questions and sharing content. A great example is #SMTLive. They Social Media Today regularly puts on webinars rich in content, and you can follow along with the webinar through twitter. Even if someone couldn’t attend, they still benefit from the information and it establishes your brand as an expert in the industry.

I realize that with small business and start-ups time is short, but capitalizing on efficiencies is what is going to make your strategies more achievable. Hashtags take a little getting used to, but once you get the hang of using them in your content, you will find that you have made your social strategy more effective.

Tips for Successful Social Media Implementation

So, you have gotten to the point where you have created a content strategy and social media plan that you think is great. If you aren’t sure, check out this infographic to go through the steps. Now that you are ready to launch, what’s next? It’s important to keep yourself in check as you are implementing your strategy.

Here are a few tips to help you execute your fabulous social media strategy:

#1 Schedule your time

Source: freedigitalphotos.net

If you are a small business owner or an independent professional, social media can easily become an overwhelming daily time commitment. You hop on Facebook or Twitter, and before you know it, you are 2 hours in and knees deep in articles, status updates, and hashtag searches, or it’s 2 AM and you have an early meeting. Set social media time slots for yourself throughout the day. It is also a great way to give your brain a break from some really involved tasks.

#2 Actively Listen

We’ve talked about getting to know your audience before reaching out. This is important throughout implementation as well. Listen to what your online community has to say. Who are they interacting with? What are their opinions on certain topics? Through active listening on your social channels you will be able to adapt and grow as your audience does.

#3 Engage and connect

Now that you are actively listening. It’s key that you engage your audience in dialogue. 2-way communication is an invaluable aspect of social media. And the fact that it is so spontaneous means that you can work to build relationships daily.

Source: freedigitalphotos.net

#4 Publish valuable content across multiple platforms

If you want people to engage with you, you have to be relevant. This means sharing content across all of your chosen platforms that is valuable

to your target audience. Whether you are publishing branded content, or you are sharing news, if no one cares about it, they won’t take notice of your brand. If they want cats, give them cats.

#5 Stay consistent and active

At both ends of the Twitter spectrum, there are groups of people and brands that tweet every ten minutes (or less) and those that tweet maybe once per month, if you’re lucky. The key is to find your happy medium where it is not overwhelming and you can accomplish your goals in your set time. It’s about quality, not quantity. If you choose to post three times per week on Facebook, or once per day on Twitter, then do it, but keep it consistent. Drive by posting on any channel won’t lead to long term results. If you don’t think your online community is important enough to talk to, they will know it, and they won’t follow anymore.

Integrated Marketing: How To Avoid Compartmentalized Strategies

So many business leaders compartmentalize marketing into silos. This happens for a number of reasons. Maybe you have a large corporation, some people think it is easier to look at things in separate pieces, and others don’t understand the power that marketing can have, they just see it as a necessary function of business because that is what they were taught.

Wherever your thoughts lie on this, the clear message is that you have to stop thinking in silos. Stop segregating your marketing efforts because you are leaving yourself open to a less than stellar marketing campaign. When you look at your marketing strategy as a blue skies big picture, you can see where all of the different pieces fit into the overall strategy. If you look at, say, digital and experiential as two completely separate strategies, you won’t be able to leverage your own successes through multiple channels. And what happens if one tactic falls short of the goals set out, or effort in that area flounders? A tactic can easily be swept under the rug if it is not given purpose in your overall strategy.

The key is integration. Marketing channels all have specific functions, however all should work together to form a multi-channel marketing strategy (I’m not one for buzzphrases, but this seems to fit).

Here are a few tips to get rid of marketing silos and avoid potential marketing fails:

1. If you do all of your marketing in-house, set up regular status meetings with the whole marketing team. If your company is large, then assign key people to attend the meetings and report back to their teams.
2. If you are hiring an agency, hire one central agency rather than multiple agencies. Only 11% of companies work with a lead agency for both their digital and traditional marketing (SoDA).
3. If your project or campaign is particularly large and needs to be spread across multiple agencies, then make sure you establish who the points of contact are to keep open communication channels.
4. Know where your customers are so you can focus your efforts rather than trying to be in all places or in just one place. This will maximize the effectiveness of your efforts.
5. Talk to your customers on a regular basis to make sure that your strategy is in line with their changing outlook. This includes B2B marketing! Only 5% of B2B marketers actually consider keeping this communication channel open as part of their overall strategy (Forrester)
6. Generate touchpoint maps to see where you customers are getting their information, where they are interacting the most, and who influences them.
7. Always develop an overall strategy before assigning tasks to make sure you are not forgetting about any channels that would work for you.
8. Define metrics to measure the success of your marketing efforts.
9. Be realistic about your budget. This is a tough one, but it could mean working with a smaller agency where you are not lost in a sea of clients, scaling back outreach in certain areas to targeted influencers who will get your message out, or even taking a more guerrilla or grassroots approach.
10. Constantly measure the effectiveness of your efforts in all channels against your goals and metrics to see if you need to tweak your strategy along the way.

How To Create a Provocative Marketing Strategy

We hear so many people talking about launching a “provocative marketing & PR campaign”, but what does that really mean? Contrary to popular belief, it’s not just about sex, It’s not just about raising eyebrows, and it definitely does not mean being blatantly offensive. The key is to make your audience sit up and take notice and invest in your brand emotionally. A provocative marketing and PR campaign means you are generating creative and thought-provoking content.

Here’s how to create a provocative marketing & PR strategy:

Assess your brand strategy

The first thing you need to do is make sure a provocative marketing & PR campaign fits within your brand. This isn’t to say that not everyone can include provocative content strategies, however, you need to make sure you aren’t confusing your audience by stepping too far off your core brand message.

Know what makes your audience tick.

Rather than focusing purely on demographics, go beyond age and gender to focus on pyschographics. Find out what the core values are of your target audience. Once you know how they think and what’s behind some of their decision-making, you will be able to better tap into this through provocative messaging that is relevant.

Tap into audience emotion

To create a lasting impression, you need to provoke emotion. How do you want to make your audience feel? Remember to always be tactful and careful with audience emotion, because you don’t want to do more harm than good to your brand reputation.

Select your channels

Obviously, using digital channels will allow your campaign to spread wider and faster, but is there any way for you to build in some guerrilla or experiential tactics that will enrich the content?

Keep it simple

Even prankvertising and the most provocative content campaigns can seem like they are extremely elaborate, but if you break it down and look past the bells and whistles, the idea and the message behind the content is always simple and direct. It is the reaction that makes it seem larger than life.

Be willing to push the limits

There are a number of different ways to push the limits, but remember to not just be provocative for the sake of being provocative. Be provocative with a purpose. One way is to take a stance on a controversial topic and become a change artist. Ensure that it aligns with your brand values and run with it. Push the limits, but you also need to know when it is too much.

Be prepared to accept the consequences

Once you put out provocative messaging, be prepared with answers and messaging. Prepare for both positive and negative feedback. You may alienate some people, but you will also gain a loyal base of followers who share your viewpoint.

What is considered provocative today is very different from what was provocative ten years ago, however the formula will always be the same. Three examples of campaigns that have done it right recently are:

• When the remake of the film Carrie was about to launch in 2013, part of their campaign was to set up an elaborate prank at a NYC coffee shop (I still find this entertaining), which they filmed. The video spread through social media channels like wild fire. They tapped into shock, fear and curiosity of the people in the coffee shop, and those of us watching the video experienced the amusement of seeing the reactions.
• Chipotle’s “The Scarecrow” is a perfect example of a brand who is taking a huge risk by making a commentary on the fast food industry. This short animated film taps into audience emotion because it makes a statement, but also because the audience can feel connected to Scarecrow’s journey. Using a version of “Pure Imagination”, which many people know from childhood, completes the beautiful artistry of the piece. It elicited both positive and negative feedback.
• Cause marketing has always tapped into emotion, but the most recent video by Greenpeace that highlights the negative aspects of LEGO’s partnership with Shell deserves special mention. It is haunting and simple, but it delivers such a powerful message.

Don’t be afraid to start small and build up to whatever your goals are, but BE BOLD. BE CONFIDENT. BE PROVOCATIVE.

Marketing and Public Relations: Integrating New School and Old School

Having worked both with industry pros who have been in business for over 15 years as well as the new generation of marketing and PR professionals, I have been privy to the difference in approach that both brings to the table. When creating a Marketing and PR strategy, it is important to integrate both approaches to get the most out of your efforts.

Here are a few things that I learned from the seasoned pros:

• While we don’t have to worry about sending a individual faxes to newsrooms and media contacts across the country anymore, personalization goes a long way.
• Face to face PR is still the best way of reaching media, influencers, clients, and consumers.
• Direct Mail campaigns aren’t dead. You can make yourself stand out from the crowd with a unique offering or media kit.
• If you don’t like what people are saying, then change the narrative. Marketing and PR is all about storytelling, and your story as a brand says a lot about you.

Here are a few things that I have learned as PR has evolved and from the new generation:

• Rocking the boat is always more fun even if it is a bit controversial.
• There is generally a “life hack” for everything. (It’s true)
• Attention spans have shortened, so the more visuals you can put in your content the better.
• Social media shouldn’t exist on its own, it should highlight everything that is going on in a campaign or with a brand.

Generally, here are some rules to live by as you approach your Marketing & PR strategy both from an Old School and a New School perspective:

1. Whatever you are doing, you are communicating with other humans, so face to face and personalization are key whenever you can fit it in.
2. Your strategy should be based on telling your story whether using digital or traditional tactics.
3. With instant communication and the hope of “going viral” comes the possibility of instant mistakes that go viral. Prepare yourself with a good crisis plan.
4. Learn who the influencers are both in traditional print/broadcast media as well as digital publications and bloggers.
5. Integrate your social and experiential tactics. You never really own a hashtag, but it doesn’t hurt to create one to manage the flow of conversation about your campaign!
6. Content is key. Whether you are creating a video to post online or you are handing out a flyer on the street, it needs to engage your audience.
7. Don’t shy away from doing an event. It is a great way to interact with your audience as well as influencers.

What the World Cup Can Teach Us About Marketing

Walking down the street, it is hard to miss all of the cars sporting flag embellishments and sports bars and pubs proudly hang flags showing where their loyalties lie. With the World Cup kicking off (no pun intended), it doesn’t matter where you are, you will see or hear about this global event.

There are so many things that we can learn from such a large scale, recurring event. Here are a few things the World Cup can teach us about how we should approach marketing strategies.

1. Consumers are loyal

Fans will support their team to the bitter end, even if there is no way they will move on from the first round. If you take the time to form this kind of bond with your target audience by getting to know what they need and what they want, then your consumers will be loyal to your brand as well.

2. Not everyone can win the top prize

As with any competition, there can only be one winner overall. In the games leading up to the gold medal match, only one side can win. In marketing, there are so many brands competing for consumer attention with great content, appealing messaging, and public stunts designed to leave a lasting impression. The key to winning over your target audience is connection. You may not have an unlimited budget to pull off an elaborate campaign that will get mass attention on a global scale, but you need to focus your resources on the tactics and the content that will connect your audience to your brand. That is how you will win the attention of your audience over another brand.

3. Know your demographic

Instead of inspiring excitement in fans about the World Cup taking place in Brazil this year, the official song sparked controversy and negativity. Fans felt that the song was too generic and didn’t showcase Brazil’s passion for its music and culture, including the language. FIFA didn’t take into account that the World Cup is all about celebrating culture and building hype in the host country. Learn about your target audience. If you can anticipate what they will want, then you will understand how to reach them and avoid these PR disasters.

4. There are factors that link global markets

It is amazing that an event such as the World Cup can elicit such a response everywhere in the world. Simply put, soccer is the unifying factor here. If you have a global reach or you reach different cities across multiple regions, yes it is important to ensure you are reaching each group in a unique way, however, find that one thing that ties them all together to help you create brand consistency. That way your marketing strategy for each country, city, or region is simply a variation rather than a standalone entity.

5. Let yourself get excited

Watch fans celebrate at the World Cup. Whether they are at the game, watching at their favourite pub, or sitting at home on the couch, one thing is clear, most fans get excited. Take that electric energy and apply it to your marketing strategy. You will be surprised at how far your ideas can develop if you come to a brainstorm or planning session with high energy. (Check out How to Spice Up Your Strategy.)

Crisis Management: How to handle a crisis and come out on top

The way any organization handles a crisis (it doesn’t really matter what size) can tell a lot about the team and the way things are run on a day to day basis. Crisis situations are a turning point and you either end up facing the right direction or the wrong way where you walk all of your hard work developing your brand off a cliff.

While tempting, your first reaction to a crisis shouldn’t be blinding panic. And you shouldn’t be panicked reading about the potential of a crisis either.

Take a deep breath and take a look at a few things you need to know about approaching any crisis situation in your organization.

Anticipation is your greatest ally

The first question you should ask yourself is “do we have a crisis plan of action?” If the answer is yes, then you are in good shape. A good crisis plan will outline processes to follow once crises hit. This means a faster reaction and a faster fix. If you don’t have a crisis plan in place, I recommend sitting down with your team to create one. Play devil’s advocate and try to anticipate what types of situations could arise.

Complacency is your greatest foe

Unfortunately, if you ignore the problem, it won’t just go away. This can actually cause irreparable harm to your reputation.

It all comes down to the details

It is important that your first step in crisis management should be to assess the situation in its entirety. You should never act before you have all of the details. Your messaging is better crafted once you know what is going on so there are no surprises.

Communication is the most important factor

In any crisis situation, there are a number of stakeholders who will be affected by what you are going through. Identify who your stakeholders are in the given crisis and make sure you establish channels of communication. Ensure that communication is two-ways. It is important to set up listening channels to find out how your stakeholders are reacting.

Prepare your spokespeople with the right messaging and Q&A docs so you establish consistent positioning across the board. You should never “go dark” in any crisis situation as this would have the same effect as doing nothing.

Don’t take it personally

At any point in any manager or executive’s career they will inevitably run into a crisis situation, whether small or catastrophic. Take a deep breath and look at the bigger picture.

Debriefing sets you up for the future

Many people forget to do this with the team, and it is as important as dealing with the crisis itself. Sit down with your team and have a look at what went well, and what you would do differently next time. Let out the tension, and celebrate your wins.