Betty Benton Mann, the “Betty” Behind the Betty Factor, Died Friday Morning

Betty Mann (of "The Betty Factor" fame)

Betty Benton Mann, my 83-year-old mother-in-law and the inspiration behind The Betty Factor, died in her sleep early Friday morning, December 4, 2009 of health matters incident to old age and having her gall bladder removed earlier in the week.

Here is a copy of her obituary.

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After 83 wonderful years on earth, Betty Benton Mann returned home to her Father-in-Heaven, the Savior, Jesus Christ, many loving family members and friends, and her beloved husband, Ray, on December 4, 2009, nearly two years to the day after Ray’s passing.

Born July 3, 1926 in Boise, Idaho to Mamie Thompson and Otto G. Benton, Betty was the fifth of nine children. She was raised in Boise, Twin Falls, Idaho and Redondo Beach, California.

From the day she first walked herself to services as a young child, Betty was a devout member of the Church of Jesus Christ of Latter-day Saints (LDS). As a teenager, she was president of her ward Golden Gleaner organization and helped plan and run the first ever LDS Youth Conference in southern California.

After graduating from Redondo Union High School, she moved to North Salt Lake to help her oldest sister, Wanda, care for her children, and it was there that she met her future husband, Ray Elwood Mann.

Betty and Ray were married in the Salt Lake Temple of the LDS church on May 4, 1948. They settled in Bountiful, Utah where they raised three daughters and two sons, while she also worked as a dental assistant for many years. Betty was active in the PTA in Bountiful where she ran the Halloween Carnival for three years and served as PTA president for two year.

After their youngest children graduated from high school in 1975, Betty and Ray spent an adventurous year in 1976 in West Germany for Ray’s employer, Chicago Bridge & Iron. The next year, Ray was transferred to world headquarters in Chicago where they lived until 1984. During their time in Naperville, Illinois, Betty filled an eight-year volunteer assignment with LDS Social Services working with out-of-wedlock mothers, including service as a counselor to birth mothers and transporting newborns to adoptive parents. She also served for a time as a member of the Relief Society presidency in the Glenbard Ward in Illinois.

Betty and Ray moved to Sandy, Utah in 1984 where they made their home for the rest of their lives. In Sandy, Betty served for 18 years in the LDS church’s Data Entry Program in the Canyon View Stake. She and Ray also served a one-year LDS Service Mission in 1994 near Bakersfield, California for the Home Management Department.

Betty was preceded in death by her parents, five siblings, her husband, and one son, Clyde. She is survived by four children, Linda, Pam (Harold) Egginton, Todd, and Allisha (David) Politis; 18 grandchildren (evenly divided between boys and girls); and 14 great-grandchildren.

A viewing will be held at Mountain View Mortuary at 3115 East 7800 South in Cottonwood Heights, Utah from 6 to 8 p.m. on Tues., Dec. 8, 2009. The funeral will be held at the same location at 11 a.m. on Wed., Dec. 9, preceded by an additional viewing from 9:45 a.m. to 10:45 a.m. Interment, on site, will follow immediately after the funeral.

The family extends its heartfelt thanks and admiration for all of the fantastic doctors and medical providers who worked with Betty in addressing her health concerns during the past few years. In addition, Betty (and Ray) loved living at South Towne Ranch in Sandy, Utah where they made many wonderful friends.

Betty had a sharp mind and wit her entire life, and she loved studying the gospel of Jesus Christ and learning about LDS church history. She was a devoted and loving wife, mother, grandmother, great-grandmother and friend, and although she will be missed, we are happy she has “graduated” from this life to be reunited with her husband and best friend, Ray.

Goodbye for now, Betty.

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Although we had some initial son-in-law / mother-in-law challenges early in the 28 years of our relationship, we both grew to love and respect each other over time, and I’m grateful Allisha and I were able to have both Betty and Ray live so close by as we raised our five children.

She was a good person and taught me much, not the least of which was to always remember to work and work and work to make sure what I wrote could be easily understood by anyone, even my mother-in law.

To that end, I will always use the phrase “The Betty Factor” as a shorthand reminder of that lesson. I will also keep this blog alive in her honor and as a way of continuing to teach about the importance of keeping all marketing messages simple and on-point.

Thank you, Betty, and for now, goodbye. 

Marketing Lessons Learned by Running

Fifty-one beats per minute (51bpm). As of this week, that’s my resting heart rate low, and in fact, it’s my lowest heart rate since I was in college more years ago than I want to admit.

Although I’ve always been a pretty active guy for most of my life, I finally decided about a month ago to stop fighting reality — the reality that I have a runner’s body, a runner’s physique. Heck, when I got married nearly 28 years ago, I was 5′10″ and weighed 125 lbs. Seriously! Looking at my old pictures, I now see that I was almost as skinny/emaciated as a Kenyan marathon runner. And back in 1981 when I got married, I was training to run in the Deseret News Marathon, so guess what? Yup. I looked like a marathoner!

Today, I average about 175 lbs., but I now acknowledge I’m not a weight lifter, I’m never gonna be a mixed martial artist or hold a black belt, and although I like cycling, I’m really not a cycling enthusiast per sé.

No, when it comes to getting and staying in shape, my best bet is running. And for as long as I can lace up the shoes and put one foot in front of the other without my knees giving out, I’ve decided that I’m gonna run.

So . . . four weeks ago I started on this new journey. My initial goal? Four to six days a week (depending upon what’s going on in my life), morning runs preferred, starting at 20 minutes per outing Week 1 when I walked for five minutes then jogged for five minutes, walked for five, ran for five.

I’m now running 30 minutes at a time, and I’ve already run four times this week. And although I’m slow as molasses (let’s just say I have yet to break a 10-minute mile on this go-round), I am getting faster and my overall fitness level is improving. How do I know?

Well, 51bpm is part of that answer. During my runs I find that I’m in the range of 160 beats per minute, sometimes a little higher, sometimes a little lower. But five minutes after running my heart rate drops down to the 110bpm range, and within 15 to 20 minutes after running, I’m down in the 80bpm to 70bpm range.

I’m also seeing improvements in general muscle tone, as well as on the bathroom scales, as I’m noticing my weight creaping down closer and closer to the 170 lb. range.

My Running Background

My first experience with running came when I was in high school and got my arm twisted by a neighbor to join the wrestling team. He was good at wrestling; I never was.

But since wrestling involved up to three rounds per match and potentially 9 straight minutes of non-stop grappling, our coach felt that one of the best ways to build aerobic endurance was running. Unfortunately, San Carlos High School was perched halfway up the coastal mountain range bordering San Carlos, so we ran cross country-like routes all over the place, both on streets and on trails, typically 3-4 miles at a pop, five days a week. Soon, I hated running.

My next real experience with running was while attending Brigham Young University when I decided in early 1981 that it would be fun to run a marathon. Yeah, 26.2 miles.

Truth of the matter was I got to the point that I actually enjoyed running. At the height of my training, I was running six days a week and alternating between running six to eight miles per day. And somewhere around mile four to mile five, the endorphins kicked in and I felt like I could just run and run. That was cool!

About five days before July 24th(race day, a state holiday here in Utah known as Pioneer Day), I ran an 18-mile carbohydrate depletion run during the middle of the day with no problems on one of the hottest days of the year. I even attended a Preference Dance that evening with my soon-to-be wife, Allisha. Again, no problems.

However, I did not appreciate how bowed the roads were leading up to and back down from Little Mountain in Salt Lake City, and during the race I ran on the right edge of the road heading up the Little Mountain road, which meant my right foot/ankle were constantly rolling from left to right under growing pressure. About six miles into the marathon I began to develop serious pain in my right foot, pain that only grew the further I ran. After 16 miles I could barely walk and dropped out of the race, only to ingloriously throw-up near the finish line. How embarrassing!

The only redeeming point after the fact was having a doctor examine my x-rays and state authoritatively that I had suffered a stress fracture and to stop running for at least a month. Unfortunately, I did and I haven’t been a consistent runner ever since.

Running and Marketing Comparisons

So what does all of this have to do with marketing, let alone The Betty Factor? Let’s see if I can draw some parallels.

1.     You have to start.

The only way to gain the benefits of running is to actually start running, placing one foot in front of the other. The same is true of marketing (whatever aspect of the marketing mix you’re considering). If you never begin a marketing campaign, you can NEVER gain the benefits of a marketing campaign. Sounds simple, and it is, but it’s still true.

2.     Start with simple goals.

My first short-term goal was being able to run 20 minutes without stopping (or having a heart attack). This was a very specific and measurable goal, and I’ve now achieved this goal. I also wanted to lower my resting heart rate. That meant starting out knowing what my resting heart rate was before I started running (it was about 70bpm). Today, my first thing in the morning best resting bpm is 51 beats per minute. In marketing, you also need to set goals/objectives. I recommend little goals to start with, then advancing from there.

3.     Monitor/analyze your progress.

Improvement in running is IMPOSSIBLE unless you are taking and monitoring key measurements: heart rate while running, resting heart rate, time per mile, etc. The same is true in marketing. It is impossible to know if you are improving or reaching your goals/objectives if you to NOT measure and analyze your progress.

4.     Some progress is still progress.

Sometimes when running, improvements take time, sometimes more time than we expected or want. That’s okay: some progress is better than none. Besides, some progress is still progress. The same is also true in marketing — it’s often hard to see immediate progress or the progress may not match expected outcomes. If this is the case,

• give your marketing time to work,
• be patient, and
• evaluate what you’re doing and the results you’re achieving, and if necessary, modify your marketing regimen.

5.     Modifying your efforts can improve results.

As alluded to in #4 above, sometimes you may find that you’ve hit a plateau when running or exercising. The same might also be true in your marketing efforts. If this is the case, try modifying your efforts to help you break through to the next level of results. For example, if you find that you’ve hit a wall and can’t run any faster, try some speed work.

For example, run the same distance or same length of time, but twice a week, run normal speed for a set distance or time, then run at a faster rate for the same distance or time, and alternate this effort throughout your workout. Done consistently, this farklet (or “speed play”) training will help boost your overall ability to process oxygen or maximum aerobic capacity (aka VO2 Max). Playing around with your marketing mix, always testing new variables to see if a higher result can be generated is a great way to maximize marketing outputs.

6.     Extend/expand your goals as you achieve success.

As mentioned above, I’m now at 30 minutes per run. But my new goal is 45 minutes per run. And once I achieve that goal, I’ll set a new running goal altogether. Newer goals that expand the reach/potential of a marketing program are critical for success.

7.     Go public with your efforts.

As a social media maven, I’ve been quite public about my efforts at running. I’ve also found great support from within my networks for my efforts to get back into running. I’ve also entered my first race in nearly 30 years, the 2009 BYU Homecoming Cougar Run, a 5K (five-kilometer race), something that I’m also being public about, both here and in other forums. The point is this: Telling other people, including competitors what it is you’re doing is a good thing as it publicly forces you to acknowledge your goals/objectives/efforts. It also gives you a venue for disclosing why you’re doing what you’re doing.  

Conclusion

Naturally there are other comparisons that can be drawn between running and marketing, but I suspect these will suffice for now.

My final thought on the subject is this: If you’re not exercising today, start immediately, even if it’s only taking a walk around the block once a week (for starters). Twenty minutes per day for three days a week is a great starter program.

Ergo, consider a similar approach when it comes to marketing and the marketing communications mix.

Hispanics and Marketing

Hispanics make 15.1% of the U.S. population, and it’s projected that by 2050 the Hispanic population in the U.S. will grow to 24%. With such numbers, I believe Hispanic marketing and PR could become an even more profitable way of doing business in the near future.

I’m originally from Chile (South American country), thus my opinion might sound a little biased, but during my six years in the U.S. I have come to realize the important role that Hispanics play in the marketplace, as well as the social and political U.S. arena.

Though Hispanics are considered the largest ethnic minority in the U.S., I think there are two main problems when attempting to interact with them: lack of marketing exclusively towards Hispanics, and a lack of marketing from Hispanics.

While living in the U.S. I have noticed that a number of large companies could be doing a better job with Hispanics. Some companies try so hard going after “the one,” they forget about some of other potential publics.

Though the problem mentioned above is a fact, I think the greatest problem lays in marketing and PR being generated from Hispanics.

While walking around town I have seen so many Hispanic restaurants and stores go out of business after two or three months in business, that I wanted to find out more behind this tragedy.

Not too long ago I decided to go to a new Mexican (owned by a Mexican) restaurant in Provo. As some of you may know, Provo is a college town (home of Brigham Young University) thus the whole town is full of college students. While eating and having a good time there, I noticed the owner was close by so I decided to talk to him.

After introducing myself and talking for a while, I asked him how the business was doing so far. After looking at me for a second he went on to confess they were doing fine, but they weren’t getting many new customers. I then went on and asked him if he was trying to target college students or younger publics besides Hispanic families. The owner told me he had tried to but wasn’t willing to spend much money on it. I asked if he had tried social media, I added that it was free, reached a lot of the younger generation, and that his message could be heard by a lot of people in short period of time.

After discussing a couple of good strategies to start with, and some other ideas to generate more customers through Twitter and Facebook, the owner was sitting in our table, exchanging phone numbers, and thanking me for that simple advice. I’m sure that restaurant is not going to generate millions of dollars in revenues because of my advice, but I think the owner has learned a great lesson on how to interact with his publics in a better way.

I sure hope that restaurant does better in the near future, in the meantime I will keep my eyes open for more opportunities and if I’m lucky I might get a free taco out of the whole experience!

Don’t Apply to Utah State: Do sarcasm and reverse-psychology actually work in marketing?

On October 1, 2008, a viral video hit the Internet urging Americans not to vote. The satirical “5 Friends” video displayed big name influencers and celebrities spewing off facts and reasons why citizens should not vote in the then-upcoming 2008 presidential election. The original video, produced by Leonardo DiCaprio’s Appian Way, garnered nearly 3.4 million views (combined views of “5 Friends” and “5 Friends uncensored”), while many viewers re-uploaded the video to their own Youtube accounts or created parodies. DiCaprio & Co. were obviously onto something good.

Four weeks later, on  October 29, Appian Way released a second viral video, “5 More Friends” (censored and uncensored). To date, the powerful, comedic and compelling viral videos urging Americans to vote using reverse psychology and sarcasm have received more than 5 million views.

Telling your audience to do the exact opposite of what you really want them to do? Well, apparently it works. The historic 2008 presidential election brought out more than 130 million voters.

Taking a page from Appian Way, the admissions office at Utah State University (admittedly, my Alma mater) put its own spin on that “don’t vote” message in hopes of having a similar effect on perspective students. As part of the university’s 2009 recruitment campaign, students rallied together to film a video explaining to each interested high school senior, college transfer or adult seeking higher education, all the reasons he or she should not apply to Utah State.

So check out the “Don’t Apply to Utah State” viral video below! To say I’m proud of my school for fully understanding and utilizing the power of viral video and trends in marketing is an understatement. It also probably doesn’t hurt that I know a few of the students/alumni in the video

7-Election ‘08

I never thought that after hours of studying, researching and writing in the library one of my greatest educational moments of the night would result from a conversation about 7-11. After inviting my husband and me to canvass Colorado next weekend, my sister-in-law told us in an ecstatic but hushed voice that “The Sev” was now selling its killer $1.29 hot chocolate in Obama cups. She learned about the 7-Election campaign when her enthusiastically republican roommate came home sipping her warm drink out of a McCain cup. “Don’t worry,” the friend dryly assured her, “they have Obama ones too.”

I learned that for the past several presidential elections The Sev has given its patrons the opportunities to cast their vote in their cup. So, my husband and I decided to break away from the library to cast our 7-Election votes- partly because were fascinated by The Sev’s marketing campaign, and partly because we wanted a warm snack that would satisfy our midnight munchies. We maneuvered our way through the 7-ll crowd to find the blue Obama and red McCain cups were appropriately on opposite sides of the hot drinks bar, though they did require the same lid. Across the way were a group of college girls who had instead chosen to express their political beliefs with their respective blue and red Slurpees. As my husband was putting away his change, I had to ask the cashier which presidential cup was more popular. Considering his store was in the middle of Utah (University of Utah isn’t the only part of the state that is through and through red), I was surprised that with a line of customers behind us he took so long to respond. His mind automatically went to the national 7-Election figures instead of the local ones I was curious about. “It’s hard to say,” he said pensively. “We’re selling a lot of Obama cups on the East Coast, but here it’s all McCain.” This gentleman then briefly mentioned his political concerns in a way that showed the 7-Election campaign reached farther than the cash registered. To him, it carried great implications for our country’s future.

As we drove home in residential stop-and-go streets, my husband teased me for hesitantly sipping the hot chocolate through the lid’s opening. “They make it the perfect temperature so you don’t have to worry about burning yourself.” “But I have been burned before!” I responded, thinking about all of the hot chocolate injuries I had sustained throughout my life. I then realized I was as nervous to sip out of my 7-Election cup as I was to cast my vote for the President of the United States. Politicians have burned me before, and I’m worried about getting burned again. Both the Obama and McCain cups have warm, chocolaty propositions, but how can I be sure that the beverage beyond the opaque lid won’t scorch my palette before I have a chance to taste it?

7-Election is an effective marketing campaign with many consumer and educational facets. Honestly, I was relieved to find that the cups weren’t the souvenir kind that you feel compelled to find room for in the cupboard. However, my husband who gives me a hard time about keeping my designer teakettle on the stove found the “perfect” spot for the disposable container on our kitchen windowsill. He’s excited to fill it with more hot chocolate and sport it around campus. Also, the 7-Election, its website (7-election.com) has the current results, the fun facts about past 7-Elections and links to cnn.com and usatoday.com. The Sev is helping average voters establish our own political opinions, one sip at a time.

Do Your Online Press Releases Make a Good First Impression?

Thousands of press releases make the rounds on computer screens every day - milling around in editorial systems, emails, RSS feeds, and online news portals like a literary Times Square.  Whether you post releases to your website or utilize a wire service, the challenge is this:  How can you make your content stand out from the crowd?

In my opinion, the headline is the most important aspect of a press release and falls under the “you never get a second chance to make first impression” category. After all, if you can’t persuade someone to open your release they can’t really read it, can they?

A headline should be compelling, it should succinctly state the theme of your release, and it should make someone want to know more. That’s it. The sub headline and body of text should have the honor of going into detail.

So what can you keep in mind when crafting your releases for a company newsroom or for online distribution?

Write a headline that is keyword rich. You know your audience. What terms or phrases will catch their attention and make them want more info? Think “hot buttons.” It is your release vs. everyone else’s.

For online releases, the headline becomes the page title. The headline becomes the press release’s page title in the HTML source code. This is one of the pieces of content that search engines use to index your press release. According to SEOmoz’s most recent Search Engine Ranking Factors, keyword usage in the page title is the #1 positive factor in search engine rankings.

Google only displays the first 63 characters of a headline. I use Google as an example, as they own a majority of search market share. I’m not saying that you should make all headlines 63 characters - just try to front-load your headline with the most valuable part of your headline so the important stuff is visible in search engine results pages (SERPs). Yahoo! shows 120-characters, in case you’re curious.

Headline creation should take you a long time. Between picking key terms that will attract your audience, coming up with a succinct way to describe what your readers can expect from your release, and considering what your readers will see should they stumble across your release in SERPs, you have a project on your hands. In the end, it will be worth it.

Your headline is the first thing people will see, and it is the key to having a release that’s read vs. one that isn’t. It also is someone’s first impression of your release.

Make it a good one.

Borrowed Thoughts from Small Agency Diary

In catching up on other industry-related blogs, I’ve neglected to update The Betty Factor. My sincerest apologies; a real update is coming soon!

So! In the meantime, I want to highlight a blog post I recently read written by Jennifer Patterson over at Small Agency Diary that really taps into small agency culture through a story about — of all things — a squishy carpet.  It’s a testament to the career path many  us have chosen and I just wanted to share! I’ll check back in soon.

There was a time at the agency when the floor squished as you walked from reception into the kitchen. The squish eventually migrated from reception to one of the offices and soon became a sort of character in the office. People would come in and ask “What’s the squish-factor today?”

When the squish was vacuumed out, we lost more than a water-logged floor. We lost a part of our culture.

This sounds absurd, but anyone who works at a small agency will know this to be true. At a small agency, we’re used to communing with the elements. Those little inconveniences are part of day-to-day work life. At a large agency, these inconveniences are efficiently handled — there are plans, there is a person whose job it is to deal with the squish. At a small agency, you just keep squishing along.

We never really mentioned the squish to outsiders. After all, no client wants to hire a (literally or figuratively) sinking agency.

But I am here to say the squish is worth something.

Small-agency culture is all about creativity and spontaneity. On a given day you deal with the highest altitude issues of client’s brand and business and the lowest altitude issues like what kind of coffee to buy. But getting your hands dirty with the in’s and out’s of your own business is a great reminder that your client’s business is also about the elements.

Perserverance, Laser-sharp Focus and a Good Idea = A Winning Combination for Jason Alba, Creator of JibberJobber.com

I love a good story, and to me a good story can become great when it

*  Involves a real person,

*  Who overcomes adversity and/or long odds, and

*  Achieves success.

Jason Alba fits into the great story category.

Without going into all the details, Jason’s a tech guy with an MBA under his belt who found himself out of work in January 2006. After several months of unsuccessfully looking for ajob to meet his skill-sets and needs, he decided to branch out onto his own by launching JibberJobber.com — a Web-based solution to help others out of work manage their job-seeking efforts.

Picking up on repeated questions he heard about the benefits (if any) of LinkedIn, the social networking site, Jason wrote a book entitled simply enough, I’m on LinkedIn. Now What? Recently he published a second book: I’m On Facebook. Now What?

By themselves, these are positive steps in what sounds like a decent personal turnaround story. But Jason’s taken his entrepreneurial efforts beyond the basic “woe is me” story to the “I’m doing pretty okay now” with his fairly tireless self-promotional efforts.

His most recent hit? A very nice 3-25-08 write-up in U.S. News & World Report entitled: “Boosting Your Sales with Social Networking.”

As proven by the USNWR story (as well as by inclusion in stories from The Wall Street Journal, the New York Times, and others), Jason has now transformed himself into a sought-after expert — in essence, a brand unto himself.

Congrats, Jason. That’s good news for you, and for those seeking your advice/assistance as well.

BusinessWeek: Social Media Will Change Your Business

We in the Politis universe have grown to understand the importance of having a blog, while a few clients remain iffy about this wonderful world of blogging. If that statement rings true for you and yours, as well, you might think about sending them this this quote from BusinessWeek.

Sure, most blogs are painfully primitive. That’s not the point. They represent power. Look at it this way: In the age of mass media, publications like [BusinessWeek] print the news. Sources try to get quoted, but the decision is ours. Ditto with letters to the editor. Now instead of just speaking through us, they can blog. And if they master the ins and outs of this new art - like how to get other bloggers to link to them - they reach a huge audience.

A few weeks ago BusinessWeek.com’s Technology section featured an article written by the team of senior writer Stephen Baker and associate editor Heather Green, simply and appropriately titled Social Media Will Change Your Business: Look past the yakkers, hobbyists and political mobs. Your customers and rivals are figuring blogs out. Our advice: Catch up… or catch you later.

Baker and Green draw examples of blogging successes and mishaps from major corporations and smaller alike. The article talks about the current state of blogging, warns against talkin’ trash about the company you work for (the boss is more than likely going to stumble across that blog post), dishes on the evolving world of creating revenue on blog sites and what all this blogging really means for the future of print media.

To read the full article, go ahead and click here. And if you think that BusinessWeek doesn’t practice what it preaches, it’ll be the first to tell you about its plans.

We’ve done our research on blogs, made our dire pronouncements. Pretty soon, someone in production will press the button. But this story should go on, as a conversation. And it will, starting on Apr. 22. We’re launching our own blog to cover the business drama ahead, as blogging spreads into companies and redefines media. The blog’s name? Blogspotting.net. See you there.

See me there? Yes you will.

Happy Betty Award! Quality Customer Relations - Millhollow

So often, we hear of poor customer relations as the sole reason individuals decide not to return to a company to buy goods or services. But it’s not often we hear about good customer relations that lead to return customers. I wanted to highlight one example and hand out a Happy Betty Award.

Recently, my colleague and I were in Rexburg, Idaho, for a career fair at BYU-Idaho. We stopped in at a local sandwich shop called Millhollow’s for lunch and ordered our meals (I ordered a club on white, and Kris ordered a spicy Italian on white). They were absolutely delicious! There was only one problem: there was no meat. Hands-down, they were the best meatless deli sandwiches I had ever had in my life.

We discovered the gaffe about half-way through eating our sandwiches, and had a good chuckle about it. We decided to go back to the counter to let them know of the mistake. They were obviously embarrassed, but they took the remainder of our sandwiches, piled them with extra meat and returned them with two gift certificates for a free ice cream. They treated us very respectfully and were very nice about the mistake.

It was a prime example of quality customer service that we ought to recognize. Check them out if you’re ever in Rexburg.