eva taylor is the publisher of dd d dyimarketers.com. great to see you both. >> great to see you. >> great to be here. >> chances are you may be able to get somebody in your door right now. what can you do to ensure you can get people into your door? >> you're competing with santa claus, the greatest retailer that has ever been on this plan echlt you need to take includes and tips from him. this guy markets himself constantly. he persuades every space possible. he's relentless, and that's how retailers need to think today, like how do i get in somebody's face, social media, tv, radio, handing off flyers, whatever it takes to create omni presence for your product, service. >> there's your next book, grant, "how to market like santa claus. ". are coupons the way to do it? >> no. i call it the right back at you strategy. that's a lot of money you can't control. you take the money and convert it into gift certificates, send mailings to your neighborhoods with letters inviting people to come to your store. that way that advertising money is c