Michael C. Mac Donald
Analyst · Janney Capital Markets.
Well, John, one thing I think we looked at is, I think, it was something -- if I look at the year over again, we spent about $8 million in branding in the beginning of the year, and I think that it helped us raise our brand awareness from 20% to 40%. So it was a time we needed to make investments. But if I could have anticipated the economic slowdown, I probably would have done demand generation from the start of the year, with our close rates on that brand advertising, bringing people to close -- brand advertising isn't as good as demand generation advertising. So we spent a lot in the first half of the year on that, and I think that didn't give us as much spending flexibility as we'd like to have in the second half of the year, given we wanted to make sure we achieved our aggressive profit growth targets. So I think, when we try to balance the 2 of them -- and we're working with -- and I think that was one of the big issues, was the closure. We talked about that in the first half of the year. But even with the demand generation in the -- we've seen the closure rate being more difficult than we had in the past. So that's clearly a question. And we have held our pricing and our margins and all those kind of things. And by the way, thank god we did because we've got very positive results. What we would have lost in buying, we made up for in pricing and margin in terms of the profitability of the company. So we had to make some tough decisions, and that's really what we're doing. We're working very hard right now, working on improving our Internet site, working on mobile applications, a lot of technology things to get ready for the diet season to ensure, as we reengage heavy spending -- you can be assured, though, the heavy spending will be more demand generation type spending as we move into the diet season. Then, obviously, there'll still be branding, but we want to make sure that we're focusing on generating orders on the website and not just building our brand.