Casio Digital Signage - Failing its way to Success

Casio just announced its new counter-top digital signage products, which, interestingly, use projection.  Being a projected digital signage fan (Looknglas, Window Video Systems) I am intrigued by their product intro, and the concept.

http://www.avinteractive.com/top-story/45437/casio-digital-signage

While these little boxes may not come across that exciting, they are an interesting step in what I believe is a very good direction.  Sure, the execution is not super exciting; frankly, kind of cheesy if you really want to know my opinion.  But, exciting at the same time!  Why?  Because they represent an ongoing effort to innovate digital signage at Point of Sale, in an easy to use solution.

I do agree with Dave Haynes' (Sixteen Nine) feelings about the product from a strictly unbiased point of view.  But my problem is that I am not unbiased!  I am all about projection as a digital signage solution, and I am aware of the obstacles the method needs to overcome.  But this is an honest effort.  The solution may not be super effective, but it is a good try.  I think Casio can do a lot better.  The method has a very big upside.

The images and even the packaging are not there yet.  But the thing to remember with any device like this is that the content and ease of use are the most important things.  The design of the device itself can easily be improved.

So, while I am not enamored of this device in its current iteration, I applaud Casio for the effort, and urge them to keep at it.  This is a good step in a good direction for POS merchandising, messaging and display.  What do you think?

Ahead of the Game

Some ideas are just a wee bit ahead of their time.  If you're a techno-geek/gadget fan, if you scour Mashable daily for cool new technology breakthroughs and products, if you're always looking for the next new cool thing, then you already know this:  Technology always far outstrips the marketplace's willingness or ability to adopt.  That may never have been truer than today, with a worldwide recession keeping a damper on things, at the same time as unprecedented tech advances continue to come around the bend.

This blog being about DOOH generally, and Window Video Systems (projected digital signage) in particular, I am pleased to announce that the reasons why WVS has not caught on faster in the retail space are starting to disappear.  Sheer unfamiliarity is the least of these, and the proliferation of screens of all types being used for display has blown that one away.  But for WVS, one big problem has been cost of ownership (projectors aren't cheap, and they're not cheap to maintain when you want to run them 24/7 or even daily.)

A constant stream of upgrading projectors is addressing this, with smaller and smaller projectors getting brighter and brighter.  Costs are likewise coming down.  Most importantly, new projection lamp technologies are directly affecting the issue of lamp life and/or lamp replacement, for the better.

Another issue has been a general lack of expertise in terms of creation, deployment and management of content for WVS systems designed for retail use.  This is also an area where costs have been somewhat prohibitive for higher-effect content look and execution.  I can happily report that Looknglas is bringing increasing expertise and flair to the content creation and management issue.  Better method, as well as efficiencies are on the way.

What this means is, Window Video Systems for retail are more easily available in terms of cost, price and content creation/management than ever before, by a significant increment.  Bottom shelf pricing of systems, attainable by even the humblest retailers, will be a welcome development for the retail sector, and should contribute to a continuing transformation of retail display, messaging, and customer experience.

The "I" effect on Digital Signage

I love my iPhone.  Ipad owners love their iPads.  Ipod users love their iPods.

You know why that is?  Because they're great products: they're well-designed and they work great and do more than you really need them to, but it's great just knowing they can do all that cool stuff.

Digital Signage and Digital Out of Home devices have only partial coolness.  The technology is usually pretty good, but content and ease of use, as well as method, are hit and miss.

That is the great burden which we must bear and find ways to ease:  we live in a generation that is conditioned to unbelievably great products like what Apple has produced and ubiquitously popularized, so everything and everyone else has to try to measure up.  This is a heavy burden indeed.

With DS and DOOH there are very very few places you can go to receive the type of integrated great end result for purposes like retail, at a cost effective price.  The hardware company wants to sell their components, the SaaS or Signage management company wants to sell you their system, the integrator wants to tell you they can put it all together for you, and the content provider wants sell you on their content capabilities.  Imagine if iPhones were sold that way.

You'll argue that apps have to be sold or downloaded separately.  True, but the devices themselves come with so many useful apps and valuable capability, and then the downloading of free apps is so easy, that DS and DOOH pale by comparison.  It is not a end-user-friendly proposition, especially for retailers.

But that is what it needs to be.  Discovering the right level of user tolerance and acceptance/ease-of-use is the task.

I put it to you retail merchandisers:  What would you expect to pay for a Digital Signage solution that was easy for you to use on a daily basis in your store window?  More specifically, what would you expect to pay for a window video system, like a Digital Mannequin, such as the one shown here:

Or such as the one depicted here in the Oakley store:

I would be interested in all your thoughts on pricing such systems.  Let me know!

Engagement is the Goal? What about the Wedding?!

I read a lot about engagement these days, especially as it relates to social media, but also as it relates to DS and DOOH.

One guy wrote:  "It's all about engagement!"

I said to myself, "really?"

If I had told that to my wife in response to her questions about wedding planning, I think there would have been a major sit-down-hash-it-out discussion.

Social media promoters keep telling us it's all about the engagement, but as a consumer/viewer/target audience member, I want to know "When's the wedding?"  What's in it for me?  What's the pay off?  Where's the beef?

And every good business decision maker asks the same thing from their point of view:  "When's this stuff going to start producing a profit for us?"

Engagement is good, but it is only a step in the process which must lead to a wedding, a consummation, a business transaction.  There's got to be a point to it, at least, for us business people who want to make money.

So here's my point:  Engage me, FOR THE PURPOSE OF LEADING ME TO PURCHASE.  If you want to make money, you must engage for the purpose of having a business relationship.  Not just any old relationship, not a casual fling, or a one-night stand.  An honest-to-goodness business relationship, where something is actually sold, something purchased, a want or need is met.

If it's only about engagement, that sounds like an exercise in futility and time-wasting.  I would not suggest investing a cent in a game, event, or display if it doesn't lead, in a direct way, to a purchase, and a successful, satisfying, win-win "relationship".

Now that's something I can "Like".

Projecting the Future

Projected Digital Signage has been around now for sometime, and companies throughout the world are taking advantage of night time hours to continue to promote their businesses and and message in provocative and effective ways.

Projected Digital Signage uses projection to transform window space into a digital screen for advertising and display purposes.  People are only just starting to scratch the surface of this powerful, flexible, and affordable signage option.

In the past, there were technical issues making such displays less effective, but today most of those issues have been or are being addressed with better performing screens, projectors and management systems.

The real issues now are more mundane and practical in nature:  who the heck is going to integrate all this stuff and manage the content?  Who is going to strategize?  Do we have to hire someone to run this?  Do we have to train someone to be able to use this?

At this point in time, these issues are not fully answered, except through companies that are integrators with more marketing expertise and familiarity with the medium.  (Looknglas Window Video Systems would be an example.)  But we're getting closer.  And the power to leverage images to move products and people, to connect, to integrate brick and mortar retail sales with online sales and marketing, is rapidly coming to fruition via DOOH, and in this case, projected digital signage.

The Accountable Screen

How effective is your content at producing measurable results?

Measuring traffic, eyeballs, footfalls, etc., is on a lot of people's minds these days.  But if you've read this blog much at all, you know that for me, and for most business people, the bottom line is the bottom line:  How effective is your DS or DOOH at producing measurable results, SALES results?

If your content is not currently featuring trackable propositions, it is underutilized.  This is the holy grail, people!  Your product, producing measurable sales, revenue, and profit, is the ultimate justification for the existence of our medium!  I think there are few with more potential, that still remain so underachieving.

I'm not sure why that is, but it is borderline criminal.  This is where it's at.  Making money.  When you can demonstrate measurable sales results via your product, for your clients, YOU WIN!!!  No matter what that client does, when you have tracked, proven sales results, nothing they can do can take that away from you.  It is success incarnate.

Strategize unique selling propositions (USP) dedicated to your medium only.  Make sure the measurement mechanism is firmly in place and that you have access to that information.  That is power, the ultimate justification for your product.  Start now, to make your systems accountable.  You will never regret it.  And you will make more money.  The window of opportunity is here.

Is "Social" Anti-Social?

This business of Social Networks is really intriguing.  Even the very term, and how it's used.

I will not argue here, about whether "Social" media is actually social or not.  I only observe, that while Social Media may facilitate more of a certain type of interaction and information exchange, it doesn't really totally do what its proponents claim:  that is, give you deep insight into prospective target markets.

Let me start with something simple:  From my perspective, what happens on Social Media looks arm's length and superficial.  The thing that seems to drive it mostly, is some kind of insatiable need to express one's self or one's opinions.  OK, let's say that provides insight.  What kind of insight?  Is it reliable for marketing purposes?  In other words, can you take someone's word about what they think or do, or might do, as authoritative and truthful?

I say no.  People are what they do, not what they say they do.  They are what they do, not what they say they think.  They are what they do, not what they say they are.  The truth is, most people cannot be objective about themselves, and largely, not even about what they think.

This is not to say that Social Media provides no meaningful insight.  It does.  But how to interpret that insight, how to divine the inscrutable intentions of the creators of all this "data"---that is another thing altogether.

Suffice to say, from a reliable marketing point of view, "it ain't that simple"!  Potentially useful, yes.  But reliably useful?  I am holding my fire and keeping my powder dry.

I see Social Media, as it relates to DS and DOOH, as powerfully connective.  People are using it, and to me, that's what matters most.  I advocate using social in concert with Digital signage networks and displays to connect people to the process of transacting business.  Now that tells you something!  Give them a suggestion, and see if they respond.  Give them an incentive and a quick, convenient, easy way to respond financially, and then you have something.

Of the gathering and analysis of data, there is no end.  Give me some people asking for my product or service, or responding to my sales proposition, (even if it's to get something for free,) and now I have something to sink my teeth into.  To believe in Social as a primary, necessary element to effective DOOH messaging or campaigns is to believe in the tail wagging the dog.

Powerful compelling messaging on Digital Signage displays is the engine that will pull Social more strongly into the brick and mortar environment.  There, you can harness the powerful connective properties of Social to actually sell something, and make some money!

The Great Thing about TV in your window

Although LCD screens are becoming more and more ubiquitous in the retail environment, it is still somewhat novel to see an LCD mounted in a store window.  Even more novel is seeing one with anything compelling or interesting.

Having already done enough nitpicking at the shortcomings of many DOOH and DS displays in terms of their content and messaging, let me take the opposite tack:

If you've got a screen up, AT LEAST YOU'RE IN THE GAME!!!

You can't talk on the phone unless you dial.  You can't watch a good movie unless you get out to the theater or put something on your tv screen.  And you can't create an exciting digital display unless you get started.  Sure, everyone's seen LCD screens everywhere.  Sure, much of the content isn't that great.  But YOUR content will never be great unless you get the delivery system installed, and start using it!

Digital Signage, in nearly all forms, has the potential to be extremely powerful, because it is change-able, manipulatable, with endless possibilities.  And those message possibilities are, typically, cost effective.  You can get them up there quickly, without hanging signage, without ladders, and without delay.  If one campaign isn't "working", DS lets you get the next one up there instantly.  There's no sitting around thinking about it.  You develop campaigns as you get the ideas and implement them sequentially whenever necessary, eliminating the immense waste of LOST TIME!  And there is nothing more expensive than LOST TIME.

You think that by not getting around to changing your ineffective display, by not making an immediate investment in your message (whether financially, or investing the time and effort to implement a more effective display campaign) that you are somehow saving money???  WRONG.  The cost of that lost opportunity, or worse, business driven away to your competitors by your poor display, is perhaps the greatest threat to your business.

Digital Signage in your window is not only your friend, it is your very powerful friend.

For non-digital signage and messaging, that inability to change quickly and inexpensively is costing you.  Get your DS working and keep it working.  There is no more powerful marketing tool available in display than Digital Signage.  Invest in strategy and image delivery.  Focus on your selling proposition and how to enhance or re-create it.  Get the Message working!

It's Customer Experience, Stupid!

20 years ago or so, Dick Morris reputedly uttered the famous words to a campaigning Bill Clinton, "It's the economy, stupid!"

Something similar, albeit a little more complex, could be said to retailers the world over.

Online retailing has certainly changed the retail game, but brick and mortar retailers still have the opportunity to flex their power over online purchasing via the age-old method:  Customer experience.

It's the Customer Experience, stupid!

Hellooo retailers!  Are you listening?  There are 4 other senses to address, to sell, besides just visual, and sometimes audio (online.)  There are taste, touch, smell, and the overall sensory experience of being in the modern marketplace.  People still want to have more than just a "virtual experience".  That has been proven in spades, vis a vis, Apple stores.

You have the advantage, the upper hand!  Use what's at your disposal:  DOOH, in all its forms.
Lots of talk is swirling around mobile, and mobile commerce, but DOOH is a medium that can tie other media together, such as mobile and online.  It can, and should, all integrate.  There is far more than just putting LCD screens, or video walls, or interactive projected displays to work.  Far, far more.  Use your locations, and your DOOH to drive traffic, to introduce new selling propositions, to drive mobile (QR, and especially text coupons, offers and promos.)

Adoption comes in fits and starts.  DOOH must continue to make itself more retail-available.  This means both pricing and ease of implementation, management, everyday use.

Being very self-serving, I offer window video systems as a great example.  Messages, writ large, directly on the front window, displaying and then offering a sales proposition.  Intriguing, and then enticing (text coupons, POS promo offers.)  So much is available, so many possibilities.  Get with a strategic integrator and get your strategy going.  The ability to drive traffic and measurable ROI is here, and it can be very cost effective.  The only time DOOH fails in terms of ROI, is when the objectives are not clearly defined, and the method for achieving ROI not executed well.

If you have a great selling proposition, get it up there on DOOH and watch the sales in your brick and mortar store climb!  DOOH allows the power and flexibility to create both an intriguing customer experience, and a satisfying purchasing experience as well.  Combining the two is the key to the coming brick and mortar retail revival.

The Kid in the Window

I walked past a children's clothing store recently, and was amused to see a life-sized image of a really cute little kid right on the storefront window, at floor level.  The effect was excellent.  It was an excellent photographic applied with vinyl, which we have all seen, but they did a really nice job with the look, finish, and placement.

There was only one thing missing:  That image was static---it just sat there.

How much better and more captivating, more attractive, if that little kid were bouncing up and down, waving, acting the way funny little kids act?  And how much better if that "live" image could also include an offer, superimposed with motion graphics, that made that kid's outfit available and affordable to you right now?

That is what Window Video Systems do.

This example doesn't include any offers because it is not really a commercial or even a sign, but it's a heck of an attention grabber.  It's funky, interesting, and face it, the kid can dance.  Imagine if they were actually trying to sell something!

We are in the process of testing images and taking proposals right now for various types of displays for select companies.  If you are in retail merchandising, marketing, or design, (particularly clothing,) we'd like to talk with you about your planned display.  The Window of Opportunity is here.

Commercials on Your Storefront Window 2

In the above video showing a window video system displaying in a retail store, the images are varied, high impact, eye-catching, and brand-centric.  They create intrigue, they promote specific product, they display.  In particular, notice the close up shots of the window videos towards the end of this video sample.

If you're going to run "commercials" on your storefront window, what will that message be?  Will it feature product shots?  Will it feature models interacting with the product?  Do you intend to incorporate audio, or visual only?  Still shots, or full motion video?  Type messages?  Graphics?  CG Animation?

What will the purpose of your commercial be?  Display?  Information, usage?

Putting together a successful commercial for your window videos should take some planning and attention to production values and quality execution.  Simple type-based messages, graphics and still shots may be a good way to start.  More sophisticated motion images using models, lighting, etc. will require more expertise and budget.

The better the effect of the imagery, the better the potential effect on creating traffic and sales.  Think about how you can use video, type, still photos and graphics to better attract customers, and give them a reason to come into your store.

Window Video Systems put the power of messaging that used to belong only to the largest corporations, directly in your hands, and directly on your storefront.  At Looknglas, we provide all of the above for you so that you don't have to be a graphics or video expert to have a really exciting window commercial.   The window of opportunity is here.

How Important is "Easy" Content?

Everybody likes great-looking content.  It's fun, interesting, adds a little spice to life and to the experience.

Management loves effective content.  Prove-able ROI is a powerful thing.  Just knowing your message is producing sales is a wonderful feeling for a small business owner or company manager.

When you get great-looking and effective in the same package, it's approaching Digital Signage Messaging Nirvana.  But the next level of Nirvana might be, "Easy to Use".

That sounds nice, but tough to attain, alongside the first two.  So, I've got a question:  How important is Easy to Use?

As a retailer thinking about using projected Digital Signage (Window Video Systems) on your storefront, if you were to purchase such a system:

Would you want to create your own messages?
Produce your own images?
Would you want a selection of images from which you could choose?

Or would you want someone else to do that for you?

What is your "ideal" Signage Message "method"?  Do-it-yourself, or have the professionals handle it?  Please comment.  Thanks!

Retail Explodes - A non-Virtual Experience

Some Brick and Mortar Retailers may decry the advance of online retailing. Sure, obviously, it cuts into their pie. And nobody likes someone else eating their pie.

But lift up your heads, brick and mortar people! You have advantages NO online retailers have! Like close up looks, touch, feel, trying on, trying out, opportunity for personal interaction... on and on and on. Sure you give away something in terms of convenience, and sometimes price.

But you have EXPERIENCE! And your online brethren (or competitors) cannot duplicate that. They are "virtual"---you are REAL. You have so many potential sensory and experiental advantages to offer. Use them! Create that ultimate, BETTER buying experience.

My belief is that when brick and mortar retailers figure out how to actually use available technology in a Direct Marketing way, that is, to SELL product, they will start to win back their mojo, and revitalize themselves. It's called re-inventing, and it's what we all have to do, or yield and die on the vine. We all have our day, and we all have our season, but if you want to extend beyond your heyday, you have to re-invent. Either attack the "virtual" with a better "actual", or use the virtual to your advantage.

THAT is what Window Video Systems are all about! WVS bring more experience to your customers, as well as bringing more of them into your store. But WVS is also a means of tying the virtual to the actual, referring people to websites they can access on their smart phone, offering "virtual" coupons, promos and incentives. Putting the in-store data right on the front window. There is so much power available to brick and mortar retailers, especially in the form of WVS. The Window of Opportunity is here.

Retail Explodes - The QR Revolution

QR Codes, those funky-looking square collection of black boxes in a jumble, are the latest in barcoding, designed to be scanned by a smartphone.

Helloooo, Retailers! The smartphone shopper is here to stay, and they are using their phone to gather data, do comparison shopping, download coupons, and many other things related to BUYING product. This is a major opportunity for you---don't miss it!

What does this have to do with Window Video Systems, Digital Mannequins and Digital Signage? Just about everything.

When you display something really compellingly, you want a way to immediately engage the potential customer. That awesome dress, top, or ensemble can be theirs right now, at 10% off, just by scanning this QR code that you see next to the Digital Model showing off the clothes! Research shows that a significant percentage of buying decisions are made at the point of purchase, in the moment. That is where you can use the QR code, projected directly on your storefront to draw them in, make an offer, entice them to engage, to try out, to buy one and get the second for half off, whatever the promo, once your Window Video System display grabs their eyeballs, you draw them in with your offer. The intrigue, the advantage, the savings are irresistable! Hallelujah! Retail is alive and well, in fact, more interesting and more fun than online shopping. Oh, heck yeah. Your window of opportunity is here.

Retail Display - About to Explode

‎"Content is King" is a popular catch phrase these days. What does it mean?

It means, it's not the tool you have, it's what you do with it. Walk through the mall and look in the windows, and you'll see what I mean. Some displays are truly intriguing and interesting, attractive, but they don't jump out at you, because they are almost all done in the same manner, using the same kinds of media; mannequins, props, vinyl, lighting, printed cutouts, LCD screens (TV) etc. All familiar colors on the palette, so to speak.

The creative effort being put into retail displays is outstanding, and I believe retail display is on the verge of exploding, and Window Video will be the match. Window Video Systems are the new ingredient that will take retail display to a whole new level.

Merchandising/Display pros will take hold of this medium in a hurry when they realize it is not expensive, highly controllable, and virtually unlimited in terms of effects. Looknglas Digital Windows, Window Video Systems, and Digital Mannequins will do for Display what the Internet did for communications. Grandiose claim? Some of you Merchandising/Display pros just try it out. Get over here and play with this thing. You're not gonna want to go back.

Directing Traffic in Retail

Someone once told me, "You can't steer a car that's not moving".
The same is true of driving retail traffic. You can't drive or increase traffic in your retail store, if you can't attract traffic in the first place.
Window Video Systems do both. Window Video Systems attract people's attention (a la, Digital Mannequin or other well crafted display concept,) and then potentially drive it using promo messages which can be integrated with the projected display or sequenced on the same screen. After all, your store window is your screen, or message billboard, if you will. Get your product up there! Get your best, most attractive offer front and center! Put another inside the store with a compelling USP. Retailers must be aggressive in this market, and WVS puts an immensely powerful tool at your disposal to aggressively attract and drive customers.
The Window of Opportunity is here.

Retail Marketing After Dark

There's nothing better than a business marketing tool that works for you, even when you're not around. When the retail store closes, there is still traffic passing by that can and should be marketed to.

After hours, or night time, is prime time for using your storefront for marketing. Using a Window Video System (WVS) by Looknglas to animate and bring your storefront windows to life works BEST after dark. Better contrast, no competing with the internal store displays, reaching target audience even when the store is closed can make a huge difference. How about advertising tomorrow's sale? How about promoting your website or Social Media marketing site? How about inviting them to use their phone to download your mobile coupon? There are so many ways to use WVS after dark to continue to market and literally SELL your products.

What did Clapton say? "After midnight, we're gonna let it all hang out!" You've got the brick and mortar location and that window space---use it to make money!

Selling WVS: Who to Leave Out

"This could work anywhere!"

It's tempting to think that way, very tempting. But probably fatal. Window Video Systems are cool, very cool.

And WVS will "work" in a large variety of venues and applications. But don't get greedy, and don't get wild. Find a niche you know, a niche whose needs you are very familiar with, where you have experience selling into, or for. Know that niche intimately, so you can USE WVS TO FILL THE NEED! That is where the money is. Not merely wowing a few diverse clients here and there. Know your chosen niche well, and develop your own ideas of how you would use WVS, particularly, to create PROFIT for your target client/user. How would you prove or demonstrate that PROFIT/return?

As mentioned in the previous post, the numbers on ROI/effectiveness of Digital Signage are coming in, and they are all good, baby. But it's up to you to know them and how they can apply to your chosen market, segment or niche.

So where do YOU think WVS will be successful? What market or segment are YOU expert in? Here are just some of the retail segments we like:

Auto Dealerships
Jewelry Stores
Retail Clothing
Design Studios
Hair Salons
Cellular Stores
Supermarkets
Electronics/Appliance Stores
Clubs
Bars
Restaurants

We could go on. Any large chain in any one of these segments would make a nice career. But you can't sell all of them, because no one can be really good at penetrating and effectively serving ALL those markets. So which do you leave out, and shich ONE would you choose?

Going Green

"Green"!

It's a critical watchword for many corporations these days. The drive towards eco-conscious business practices and investment in green technologies, and practices, such as recycling and replacement of equipment in favor of more environmentally friendly systems is more intense than ever.

Most signage today is still in the form of replace-able hard copy. That is, posters and banners made of either paper or vinyl (petroleum based products) and designed to be discarded and replaced. That's a lot of oil for the vinyl, and that's a lot of trees for the paper.

Window Video Systems are Green Signage. WVS is the ultimate "replace-able" or re-usable signage. In fact, you don't replace anything except a lightbulb on an infrequent basis. The rest of the system does away with posters and banners as it puts signage images directly onto windows and glass panes. Once installed, the system need never be replaced, allowing constant new messages without any need for banners or posters or waste.

LCD screens are not particularly green, except that they are recyclable. But they require a good deal of energy to produce, and especially, to recycle. Hopefully they are not merely thrown out. But if they are discarded, LCDs in the landfill are not a good thing for the environment.

So in Signage and Display, let's go green. Let's eliminate as much paper and vinyl (petroleum product) waste as possible, with Green Signage from Looknglas.

Go green with Window Video Systems from Looknglas. The Window Of Opportunity is here.

Digital Banner Great for Large In-Store Messaging

Change. Didn't someone win election to the most powerful office in the world recently on that premise?

Change truly is powerful. The ability to change, add to, alter, and enhance your message is extremely powerful.

This is the essential power of Window Video Systems (WVS) particularly, the Digital Banner. The advantages are:

Size
Attraction
Changing Message
Control
Impact
Affordability

The Digital Banner enlivens an entire room or store. Everyone in the store can see what the store wants them to know. Essential to a delivery system like this is to use it to message effectively to promote buying. Retailers will need to become more comfortable with using their signage more assertively in this way. But Digital Banners, Digital Posters, Digital Mannequins and Digital Window Displays will completely transform retail in-store display and marketing. There is no better time or place to message to customers than at the point of purchase.

The Window of Opportunity is here.