when you look at month long festivals, promotions, you can increase revenue by 30% in a month equate to 4 to 5% over a year. >> you're creating this excitement over something you probably would be doing anyhow. >> that's right. excitement creates relevancy. it brings you to the top of the mind and in my business, you want to have energy. >> it's not just restaurants and bars. you could do this with a clothing store. >> no question about it. people need to remember that customers aren't one time. they're multiple transactions. we need to build a relationship to do that. and four walls marketing promotions, incentive programs, contact between employees and customers when you promote these things aulie kwats to more business. >> you just mentioned incentive programs, bounceback incentive programs, is that incentive for you coming back? >> absolutely. i'm going to give you something today that gets you back soon. a bounceback should get you back soon. >> maybe something to get you to bring people. we're talking about getting repeat customers. but they can also be the ones to recruit new