Russ Macumber: Managing Director and Co-Founder at Impressive

^{Joe Fox}
Hey everyone, Joe Fox here, president at Grow Wave. Today I'm joined by a very, very special guest and a friend of mine and we have a ton in common, which you'll hear in about two seconds when you hear both of our accents. We'll try not to speak in too much Australian lingo so that the rest of the audience can understand. But I'm very excited to welcome Russ McCumber from impressive ⁓ onto the retain grow thrive podcast today. So Russ, thank you for joining me.

_{Russ Macumber (00:31)}
Cool Joe, thanks for having me.

^{Joe Fox (00:33)}
Can you give us a little bit on your background, mate, and sort of how impressive came to be even how you came to be in Austin, Texas and everything like that.

_{Russ Macumber (00:42)}
Yeah, for sure. So my background, I've been a marketer and in around marketing for 25 odd years. I started in pubs in Australia. So you heard the accent, obviously Joe and I both share the old convict blood. yeah, started in pubs, worked at a pub chain and I used to write marketing copy and do bar promotions and I advertise in my local print media.

_{Russ Macumber (01:11)}
and do flies and stuff around the venue. And that was kind of my foray into marketing. And I'd always loved advertising. I kind of always, I loved TV commercials growing up. So that really kind of just resonated with me. ⁓ was between, I'd been booted out of college. So I was just working behind the bar and trying to figure myself out. And marketing was like that thing which really got me enthused in terms of a career. And then over...

over a number of years, I've moved in and out of a range of different types of marketing roles. I ran my own events agency and I ran marketing for that. we did, were buying Google AdWords for six cents a click in the early 2000s. I was running display ads. Yeah. Well, the thing is, I, but I had no idea. This is like pre me understanding Google Analytics or anything like that. So I'm just putting money here and everywhere. I had no idea what was working, what wasn't.

^{Joe Fox (01:54)}
Wow! Six cents! Wouldn't that be nice?

_{Russ Macumber (02:09)}
We did outdoor ads, did guerrilla style marketing, all sorts of different bits and pieces. And then I did some experiential marketing. worked for a firm that did... And I'm talking like pre-tech. So experiential marketing today is like QR code, ⁓ virtual reality. Yeah, all that kind of thing. I'm talking like 2004, ⁓ big football grand final, Coca-Cola activation.

_{Joe Fox (02:15)}

Ay-ya! Yeah, yeah.

_{Russ Macumber (02:38)}
red balloons and Post-it notes, like, you know, literally taking people's details. That's the, that's sort of showing my vintage. And then I've been in and around digital for about 15 years. So I worked tech side for a big marketplace in Australia and I ran the sales and did a lot of business education there. And then Impressive, 2017, I joined the Australian Impressive team. I was staff member number six, headed up the sales team.

^{Joe Fox (02:41)}
Nice, yup, yup, yup.

Yep.

_{Russ Macumber (03:08)}
From there, this American entity came to be when we picked up some American clients and we realised that servicing them when you're 14, 15, 16 hours ahead just makes zero sense for anyone. the idea for this agency kicked off in 2019, 20 and then that's when Impressive USA, which I'm co-founder of, came to be.

^{Joe Fox (03:21)}
Yeah. Yeah. Yeah.

Nice, nice. That's an awesome story. And you know, I really relate to what you were saying about the advertising component, particularly because that's what really drew me in and always had me fascinated. And I personally got sort of, know, you know that I had an agency in Australia, I'm not sure if the audience knows, but the the main reason I kind of went down that path is because

_{Russ Macumber (03:43)}
Mmm.

Yeah.

^{Joe Fox (03:59)}
⁓ My mom's cousin, so my second cousin was responsible for the advertising for Optus with all of the ads. Sorry, with all of the animals in the ads. So I remember, yeah, so all of those campaigns were kind of like his brainchild. So I was always fascinated about it. And when I made that decision to really kind of go down that path of study and really try and you know, I don't think there's ever a way to master it because it's so evolving that

_{Russ Macumber (04:07)}
⁓

Oh yeah, yeah. I did, yeah.

Yeah.

^{Joe Fox (04:29)}
to really get into it at that time. I reached out to him and I said, look, I wanna be in this industry. I wanna be in this space. How do I do it? And he said to me, he's like, I think that our way of doing things is out the door and that you need to dive into the digital side of things. And that's when I went down the rabbit hole of Google ads and Google analytics and Google used to have those road shows and stuff like that, which was really cool that I...

_{Russ Macumber (04:39)}
Mmm.

Mmm.

Yep.

^{Joe Fox (04:57)}
That's how I really got engrossed into it and met my co founder of my agency, my old agency, my business partner at the time at one of those conventions. So it's, it's pretty cool. So I fully relate to that story, Ross. That's very cool. And the balloons thing is a cool touch. I wonder if they're doing something like that now, but maybe with QR codes printed onto the balloons or something. But yeah, very cool. Very cool. So on that note, Ross,

^{Joe Fox (05:26)}
Obviously, you know, there's been a lot of growth that you've had with the impressive brand here in the US and with this entity and you being the co founder and everything. I was wondering if you can kind of explain to the audience like, who is your ICP? Like I know you work with quite a variety of verticals and everything. But who you know, who is a great fit for impressive? What are the brands you help the most? I know we have some shared sort of

_{Russ Macumber (05:33)}
Mmm.

Hmm.

^{Joe Fox (05:55)}
merchants that we work with between Grow Wave and Impressive. But for the audience's sake, who is your ICP?

_{Russ Macumber (06:02)}
Yeah, great. So we've got two broad ICPs. One and the one which is most relevant to the stuff that we do with you guys is broadly e-commerce brands. So anyone that does transactions online. If we're really narrowing in like high average order value, e-commerce brands, luxury brands, big products like fitness equipment or saunas or ice plungers, golf simulators.

^{Joe Fox (06:13)}
Yeah.

_{Russ Macumber (06:31)}
for that kind of thing where you've got like a longer path to purchase, there's more nurture involved and there's potentially an education piece as well. So we do SEO on paid media. We find that where we've got a big ticket item that transacts online, we do our best work with those. So some clients, Top Fitness, which is a national retail brand, they're all over the US, we run

^{Joe Fox (06:31)}
Yeah.

_{Russ Macumber (07:01)}
SEO and paid media for them. ⁓ And they actually fit our other ICP as well. So we've got e-commerce brands and then we've got multi-location brands. The reason we have the multi-location is because a lot of them like Top Fitness have both. So for us to be able to help them on multiple fronts, we're also helping get foot traffic through to ⁓ retail stores. So, ⁓ Top Fitness, ⁓ still Austin, which is quite a well-known brand here in Austin. It's a whiskey brand.

^{Joe Fox (07:15)}
Yes.

_{Russ Macumber (07:31)}
been a client of ours. We've worked with the likes of Mattel and Hertz, some bigger brands, and then just a range of other e-commerce brands, ⁓ know, Prequel Home Fitness, Icebound Essentials. There's a bit of a range there. On the multi-location front, we work with Dine Brands. So they are the owners of Applebee's IHOP Fuzzy's Tacos. So we work with them and you've got a range of other.

^{Joe Fox (07:54)}
Nice, nice.

_{Russ Macumber (08:00)}
sort of multi-location brands, whether they're retailers or QSR, the quick service restaurants, that's kind of the main type of business we work with.

^{Joe Fox (08:09)}
Yeah, no, I really like that. And I think that plays in a lot to everything that is coming up a lot, particularly led by, you know, Shopify and the senior execs at Shopify, like Harley and stuff, where they're really talking about this unified commerce piece. And, you know, back in back in the days, we were talking about probably a little bit after the balloons and the post it notes, but you know that, that what what was referred to as omni channel.

_{Russ Macumber (08:24)}
Mmm.

^{Joe Fox (08:37)}
I think

is now being referred to as unified and it's a very interesting piece. You mentioned earlier the sauna thing. I know we have a, you know, shared customer in Olli Saunas. Really cool, you know, story around how that was founded. We might leave that to a to a future episode, but really cool, you know, kind of brand and brand story there. And I think it's interesting. I really, you know, obviously we see a lot of partners that we work with, but

_{Russ Macumber (08:55)}
Yeah.

^{Joe Fox (09:06)}
You know, I particularly see in the case of impressive, I really love it how hands on the team was with everything and getting, you know, grow wave integrated and in a way that is really focused on, I guess, kind of like, because it is such, you know, it's an expensive purchase, let's be honest. And I think like, the fact that it's like working well, and we're working well together is pretty cool to see. Because I think a lot of people obviously think of like,

_{Russ Macumber (09:24)}
Mmm.

^{Joe Fox (09:34)}
when they think of Ecom most, I think, you know, people are thinking quick D to C 30 to $150 items that are turning over really quickly. But in this case, we're talking, you know, sometimes up to five and a half, $6,000. So I think that yeah, that nurturing process is really interesting that you guys go through. Do you want to touch on maybe just a couple of key points around that because

_{Russ Macumber (09:51)}
and more, yeah.

^{Joe Fox (10:02)}
that customer journey, as you said, where there's multi touch points is might be quite interesting to the audience or perhaps, you know, some of the audience members are selling very high ticket items.

_{Russ Macumber (10:08)}
Yeah.

Yeah, I've got an interesting story. It's actually a client of ours, Top Fitness, who I just mentioned. We've actually won US Search and Global Search Awards nods for a couple of campaigns back to back years for them. Now, in terms of these higher ticket items, so we run SEO on paid media. For this particular brand, Top Fitness, their previous SEO strategy involved acquiring

^{Joe Fox (10:18)}
Yep.

Nice.

_{Russ Macumber (10:41)}
of high volumes of top funnel traffic and then retargeting by Google, which is great and which has worked for a long time. The challenge they've had is the blogs that were ranking. Their biggest blog was a piece. It was like how to get lean or how to, it's just stuff around how to use bite, dumbbell curls, that sort of stuff, which is what.

^{Joe Fox (10:44)}
Yeah.

how

to get ripped for summer or something like that. Yeah, yeah, yeah, yeah.

_{Russ Macumber (11:05)}
Yeah, something like that. know, and

it's a nice piece and it's going to generate a lot of eyeballs, but this brand wants to sell three, four, $5,000 treadmills and CrossFit stations and that sort of thing. If you think about the line of sight between someone doing that search for how to get ripped and spending $10,000 on a CrossFit site, like that's a big stretch to think that that person is going to make that purchase. So in terms of thinking about, okay, a two, three, four month

^{Joe Fox (11:26)}
Yeah.

Yeah.

_{Russ Macumber (11:35)}
sales cycle from the initial to when they actually purchase, what you need to think about is what sort of content, how we ⁓ bring them into the funnel and how buy ready are they? So we basically restructured the whole SEO program. We ignored the top funnel. We moved into the collection space, into the comparison, mid funnel space, and then into the product space. What areas of opportunity do we have from an SEO perspective to optimize more mid and lower funnel?

to bring the traffic in closer to being ready to buy and then retargeting and then doing all your performance marketing bits and pieces through Google and Meta, mainly Google and Meta. What we were able to do was shorten the sales cycle. So instead of being three, four, five, six months, all of a sudden, you know, potentially three, four weeks, because they're coming much closer, much more ready to buy, we've made the ad spend much more efficient.

^{Joe Fox (12:25)}
Nice.

_{Russ Macumber (12:30)}
because instead of needing the ads to acquire traffic at top, mid, low funnel, they're coming through organically, mid funnel, and then they're converting at low funnel. So the ad spend, all of a sudden your return on ad spend goes up because you're not paying for every click for that buyer journey, which you are doing if you're organic is acquiring people that aren't quite ready to buy. So I think having a good look at what your content strategy looks like, how your traffic is

^{Joe Fox 12:52)}
Yes. Yep.

_{Russ Macumber (13:00)}
how ready the traffic is when it comes in and what channels it's coming from, whether it's email, whether it's influences, like how is this program integrated in a fashion that we're making the most of our lower funnel conversion tactics. So that's where, especially when we're talking about higher AOV, especially when there's an education piece, when there's a more considered purchase, really understanding the way that different traffic channels work together.

optimizing those traffic channels so that you are shortening sale cycles to try to increase your efficiency with your spend, both paid and organic.

^{Joe Fox (13:36)}
Yeah, no, I love that. And I think it's interesting you say that. I mean, from a grow wave and a SaaS perspective, like one thing that we've kind of noted is that, and I think this is very similar to what you're saying. It's like when a customer comes in to a website to purchase and they add a product to their wishlist, it's a very like intent. Like we know that there's buyer intent there. When someone adds a product to the cart,

_{Russ Macumber (14:03)}
Yep. Yep.

^{Joe Fox (14:06)}
and leaves the website and it's an abandoned cart. The intent to purchase is really low. So what we found at GrowWave with this wishlist sort of feature that we've been building out on continually is that when we send, when an agency or a merchant sends a wishlist reminder through Klaviyo, the conversion rate on that is double versus just sending them a standardized

_{Russ Macumber (14:11)}
Mm-hmm.

Hmm.

Mm.

^{Joe Fox (14:33)}
abandoned cart email and it's because the buyer intention is so much higher. So I relate that to what you're saying in terms of the funnel. It's like you're getting people that are coming in that are actually interested in purchasing and focusing on converting that as opposed to just filling up the funnel with people who are simply browsing and not there's there's a very low sort of intention to purchase there.

_{Russ Macumber (14:57)}
You've touched on something interesting there too. Those add to carts, which you think of as high intent, especially when we're talking about big ticket items, big bulky items, you know what they're using the add to cart for. They're doing it to figure out the freight costs. And then once they've done and quite often they've done that. And the reason they haven't bought is because, wow, it's going to cost so much more. I'm not interested. So that's a really good point specifically for those, those big ticket items around like the

^{Joe Fox (15:10)}
Checking the shipping. Yep, yep.

Yeah.

_{Russ Macumber (15:27)}
level of intent for wishlist. You make me think more about this wishlist for retargeting now versus Add to Cart. Yeah, yeah, very cool.

^{Joe Fox (15:33)}
Yeah. Yeah, it's,

it's, it's just such a higher, higher intention and the conversion rate is massive. And it's, you know, something that, ⁓ a lot of the, you know, people that we know at Shopify that we'd speak to get really excited about when they're talking about grow wave to, you know, merchants, because it really, it's, and it can be used for a whole bunch of different things that wishlist feature, like even when you're doing product releases.

_{Russ Macumber (15:39)}
Mmm.

Mm-hmm.

^{Joe Fox (15:59)}
So like

if you instead of actually listing the product on the site saying coming soon, having it there and having it as an ad to wishlist. So you collect all of that data and then you can remind everyone when the product is going live and the buyer intent is a lot higher. some of the, mean, I don't purchase that sort of stuff, but like hype brands, like, know what I mean? Where it's like, there's a new kind of like caps or t-shirts or anything like that coming out.

_{Russ Macumber (16:08)}
Mmm, yep.

Mmm.

^{Joe Fox (16:27)}
having that as a wishlist, it's almost acts like a kind of like a pre sale too, because you can work out what numbers of stock you're going to need to have and everything and s estimate those sales. So it's it's pretty clever. But ⁓ on that note, you know, we're kind of talking about a few things that are working, you know, really well at the moment, I know that you've been doing a lot on what's happening in in search and SEO particular and

_{Russ Macumber (16:36)}
show.

Mmm.

Hmm.

^{Joe Fox (16:56)}
think a lot of the audience and a lot of people still, and from my experience agency, like thinking about SEO, it's like Google, Google, Google. And I know that like, there's just been this thing, particularly here in the US, even though we both sound like we're from Australia, how the DOJ has just said, you know, Google has this monopoly on, on search and everything. And, know, obviously there's all sorts of stuff happening with like, chat, chat, GPT and, you know, deep sea and all this stuff. So

_{Russ Macumber (17:15)}
Mmm.

^{Joe Fox (17:26)}
I'd love to get your thoughts around where you, why is that important? Why should, you know, merchants who are watching this be focusing on that and what should they be doing essentially to prepare and bulletproof their SEO strategy for this current environment and where we're headed.

_{Russ Macumber (17:37)}
Hmm.

Yeah, for sure. So I think one term which I've been talking a lot about and which is going to be a much, much more talked about term over the next couple of years is multi-platform search. So if you think about, if we think about search, we think about SEO, really we've been talking about Google optimization for the last 20 odd years. You've had whole industries, whole careers, agencies, businesses,

^{Joe Fox (18:06)}
Yeah. Yeah.

_{Russ Macumber (18:16)}
built around optimizing for one platform for one algorithm. So an SEO will spend 100 % of their time thinking about how do I manipulate my website to get shown more visibly on Google. Now, I have to preface this with Google still 90 % of the search markets here. It's still the gorilla in the room. Even with that DOJ monopoly finding last week, it's still going to be

^{Joe Fox (18:28)}
Yes.

Yep.

Ruling. Yes. Yep.

_{Russ Macumber (18:44)}
the market leader for a long time. However, what the really forward thinking brands, especially DTC brands and e-commerce brands are realizing is that demand isn't just a Google exclusive ⁓ domain. Wherever there's a search bar, there's demand, right? So think about Meta, TikTok, Reddit, Amazon, search bar, search bar, search bar, right?

^{Joe Fox (19:01)}
Yep.

_{Russ Macumber (19:11)}
what the really clever brands are doing and what a handful of our clients have started doing is thinking about that search bar. How can I optimize our content to show up in that search bar? Whether it be TikTok content, whether it be Amazon product listings, whatever it happens to be, because the demand is everywhere. The search is happening everywhere and it is getting much more fragmented. So if you're looking for an opportunity to get your brand to have a little moat,

^{Joe Fox (19:23)}
Yeah.

_{Russ Macumber (19:39)}
around your search strategy over the next couple of years, I'd be thinking multi-platform search. I'd be thinking, how do I start showing up getting mentioned in ChatGPT? How do I make sure, you know, when my son, the other night, my son was doing a search, and I always think about this with my kids, right? He was doing a search for, I think it was a pair of shoes or something. I can't even remember what it was, but it was a what is, blah.

^{Joe Fox (19:43)}
Yeah.

_{Russ Macumber (20:05)}
And he went to TikTok for that. And I said, why did you go to TikTok? Because I thought you use Google for what is, but TikTok for like how to. And he was like, yeah, but for this one, I wanted to know it. Like I wanted to see someone my age doing it, not someone old like you. And I'm like, okay. So they're looking for that extra relevance, that extra like contextual relevance. So brands that understand, okay, well, our customers spend a disproportionate amount of time on this platform or this platform or this platform.

^{Joe Fox (20:12)}
Yes.

Yeah.

_{Russ Macumber (20:35)}
are really thinking about how can they optimize their content. And to think that a Google SEO for the last, you know, who's built a huge career in that for the last 15, 20 years is going to just be able to shift skills and become a TikTok SEO or YouTube potentially. But there's going to be new skills that are going to need to be developed. There's going to be a whole new like pool of different tactics, different types of people coming through optimizing for these channels.

^{Joe Fox (20:54)}
Yeah.

_{Russ Macumber (21:04)}
The content creators on those channels right now are doing black hat SEO for those channels. That's just what they're doing because they're trying to get their content found. You create something on Instagram. You want it showing up as often as possible. So you're putting little elements into that creative that you know from your own experiments will generate more organic visibility, more organic views. So these are the types of tactics that are happening on other platforms. People just aren't calling it SEO. But if there's a search bar, it's SEO.

^{Joe Fox (21:28)}
Wow.

_{Russ Macumber (21:34)}
So for mine, bringing those all together into an integrated strategy across platforms is a huge opportunity for forward thinking brands.

^{Joe Fox (21:35)}
Yes.

Yeah.

Yeah. No, I love that. And I think, you know, it's such an interesting way to look at it. And it's like, we're in I think, you know, more so than other industries, you know, us who are in digital and in this environment are subjected to so much change and so much

_{Russ Macumber (22:01)}
Mm.

^{Joe Fox (22:05)}
evolved user behavior than than a lot of other industries are. So it's really interesting to hear that. And I think, you know, I would have to say since utilizing chat GPT, particularly the paid version, I am even searching different. So as opposed to just searching and finding myself the way that I perform search on chat GPT is an example is so much more ⁓

_{Russ Macumber (22:19)}
Mmm.

^{Joe Fox (22:35)}
detailed. So I think chat GPT is only good as good as what you input into it, because essentially it's, is an algorithm with elements of AI into it. So I think it's really interesting to hear from your perspective, like the fact that that user behavior is changing to match that. ⁓ so yeah, that's a really fascinating space. And I think, you know, to your point, merchants who are watching this, that's going to be something you should be incredibly proactive on because

_{Russ Macumber (22:36)}
Mm-hmm.

^{Joe Fox (23:04)}
I can guarantee you that your competitors and everything are probably already doing that. So you need to be, you know, getting speed to market there. On that note, on that note, Ross, obviously, you know, we always encourage merchants to work with agencies and to work with experts in this space, because it's not physically possible for them to keep up with these changes and understand all of this, because it's not their level of mastery. Their mastery is, you know, the product that they've developed.

_{Russ Macumber (23:13)}
Tyler.

^{Joe Fox (23:33)}
or the service that they're offering. So on that note, Russ is there I know that you have some offers and things like that. So something that you want to offer to the audience in particular around that and maybe you can lift the veil on on some of that and sort of explain that a little bit better.

_{Russ Macumber (23:46)}
Mm-hmm.

For sure. Yeah, so anyone who's watching this, listening to this, we're doing multi-platform search audits right now where we evaluate your brand. We evaluate the channels that you're on, the platforms that you're on. And we try to figure out, is there actually an opportunity here for you to grab more market share on a channel? It might be Google or on a channel outside of Google. So identifying the opportunity and then trying to think up, you know, just a handful of tactics which might help you generate more visibility there.

So multi-platform search audit for anyone watching this, just, you we're at impressivedigital.com. I'm sure it'll be in the notes for the, yeah, yeah, yeah. But you just reach out and we're happy to have a look at your overall search visibility and see if we can help you figure out way to position yourself and get ahead of your competition in that really exciting space of multi-platform search.

^{Joe Fox (24:29)}

Awesome. Thanks for that, Russ. And I hope that's very valuable and audience. really encourage you to take advantage of that. think as I kind of said.

You know, having seen the way that impressive work having, you know, shared merchants between grow wave and impressive. They're very, very, very focused on attention to detail on execution. please make sure that you take advantage of that. As Russ mentioned, the links and everything should be in the show notes. Okay, so we're getting near time here, Russ. So there's one thing I like to do with all of the guests sort of, you know, before we close out.

But what is one thing that you can't live without? So, you know, obviously, we're both expats living in in Texas. ⁓ We travel quite a bit for work and all of those sorts of things. But what's one thing that you know, you can't live without that you're taking with you all the time? Physical item not a not can't can't do family members. So like it might be a book, it might be a piece of technology yourself, it could be a beverage or food.

_{Russ Macumber (25:54)}
Yep, yep. Probably a bit boring, but it leads into something else. I mean, it'd be my earbuds. And it's because I have to exercise. If I don't exercise, so whether I'm traveling, if I'm at home, literally after we hang this up, Joe, I've got my running gear right here. I'm going to go out for a run because I didn't get out earlier. So I have to have my earbuds with me anywhere. If I land in New York for a speaking gig or to see clients and I get off the plane,

^{Joe Fox (26:01)}
Yeah.

Love it, love it.

_{Russ Macumber (26:22)}
One of my favorite things to do in the morning in a new city is to just explore the streets and run. If I don't have my earbuds, I'm not very fun to be around.

^{Joe Fox (26:30)}
I love that. Yeah, I think it's like, ⁓ I'm the same. mean, I have like three pairs of these scattered throughout in the car in my gym bag, everything like that. I think it's really important. And I think, you know, to that point that you were talking about around search, I'm sure there's some stuff even around Spotify that you can do to show up in Spotify search, which is, I'm only thinking that because we're just talking about it. So that's fascinating.

_{Russ Macumber (26:57)}
Yeah.

^{Joe Fox (26:58)}
Cool. Well, thank you so much for coming on Ross. Always good to catch up mate. And lastly, just for the audience, obviously, you know, we mentioned that offer that they can take advantage of. But if people want to connect with you, are they best to send you an email connect with you on LinkedIn? What's the best way that they can sort of follow you and what impressives up to in your content?

_{Russ Macumber (27:10)}
Mm-hmm. Yep.

Yeah, for sure. Hit me up on LinkedIn. I'm pretty active there. So just look up Russ McCumber on LinkedIn and happy to connect. Always, always keen to talk SEO and ads and just anything around, you know, getting your brand visible. I'm a total nerd for that stuff. So hit me up.

^{Joe Fox (27:39)}
Awesome. Awesome. Well, thank you so much, everyone for tuning into another episode of retain growth thrive. ⁓ All of the links that I mentioned will be in the show notes. We've got a lot of sort of filming and recording coming up. But yeah, very super excited to have my good friend Ross on today from impressive. So thank you all so much for tuning in and I'll chat to you shortly.

_{Russ Macumber (28:03)}
Cool. Thanks, Joe.