Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts

Monday, September 07, 2009

Googling BedBugs


I put Google ads back up on the blog since I am trying to make it to my $100 threshold. I don’t write to make money, but I would like to get the few bucks Google says I have earned. However, I thought it funny that three of the ads were about bedbugs. Well, that’s because I wrote about the Poundin Bedbugs Playskool toy and the fact that Colorado State didn’t have their annual sofa roundup because of the little critters. I will try to watch what I write about from now on.

Saturday, July 04, 2009

A Patriotic Rocky Road to Recovery


What better than a cone of ice cream to celebrate the Fourth of July? I found a new flavor of Edy’s ice cream at the grocery store today.

What caught my eye in addition to the patriotic colors was the little product note on the back.

At Edy’s®, we have a history of lifting spirits. In 1929, we introduced a new flavor of ice cream to bring a smile to people during the dark days of the Great Depression. That flavor was Rocky Road. Now 80 years later, we’re at it again. To brighten the summer, Edy’s is proud to unveil a new Slow Churned® Light Ice Cream Limited Edition Flavor: Red, White & No More Blues!


I’ll let you know what we think, but I’d be surprised if I didn’t like it.

The Edy’s folks are doing their part to further economic recovery. Now, go out and buy something. That’s is if you still have a job.

Sunday, June 21, 2009

Strawberry Pies Forever


Hey y’all marketing/pr folks over at Shoney’s, Frisch’s Big Boy, or Bob’s Big Boy Restaurants, I have a question for you if your alerts pick up on this blog post. What’s the real original recipe for your strawberry pie?

I have had a recipe for years that tastes pretty close to what I remember the pie tasting like. However, no fewer that 46 versions crop up when you search Shoney’s Strawberry Pie over at cooks.com and another 11 more if you search Bob’s Big Boy Strawberry Pie.

Some call for strawberry Jello. Others cooks top their pies with Cool Whip (do not get me started on Cool Whip) instead of whipped cream. My version uses 7-Up. So I was curious as to what is the real, original version y’all came up with?

In case you were wondering Dear Gentle Readers, I made a strawberry pie for elder son in honor of Father’s Day. Hope he likes it.

Monday, February 16, 2009

Cow Talk


TURLOCK, Calif. – Hundreds of thousands of America’s dairy cows are being turned into hamburgers because milk prices have dropped so low that farmers can no longer afford to feed the animals.

You won’t find this AP story on the Real California Milk Web site amongst the Happy Cows merchandise, but if you are still in the mood after reading it, you can cast a vote in the contest to pick the next California Happy Cow, part of the California Milk Advisory Board’s (CMAB) integrated TV and Web campaign.

While People for the Ethical Treatment of Animals (PETA) sued the CMAB over this ad campaign and lost, they haven’t given up on the issue as you can see if you visit UnhappyCows.com

You bet the CMAB campaign plays on myth and fantasy. Cows don’t talk, and for the most part, they don’t frolic around in green pastures under a canopy of crystal blue skies with puffy white clouds. Nor do they parachute onto football fields like the American chicken fast-food chain Chick-fil-A Holstein hucksters. Not even in California.

However, dear gentle readers, I have digressed. When I saw the story this morning, I felt sad. You see I struggle with a love of animals and yet have chosen to continue as a non-vegetarian. I am rethinking this position, by the way, in case the more militant PETA folks decide to get after me for this inconsistency.

Still, we have another example of the trickle downturn in the economy. Mr. O, my hope needs a boost today as I pass shuttered stores and street corners with store-closing sign holders, and I think of the loss and the loss to come.

Saturday, February 07, 2009

Coffee Talk


Yes, I would agree with Consumer Reports taste-testers who picked Eight O’Clock Coffee as America’s best-tasting coffee. Put those beans in your grinder, Starbucks, and grind them!

Seriously, though, on one level , I respect Starbucks’ successful marketing efforts, but I do not especially like the robust products found there. And I know many small coffee houses were run out of business by the giant. But, hey, isn’t that the American way? Please don’t take my random ramblings as anti-Starbucks. Did I show just a tad too much glee that the mega company got bested?

I have written about the corporation before when the Glen Ellyn, Illinois, Starbucks ran afoul of one customer and garnered some media attention. A couple of years ago they apparently kicked a 70 year-old woman out of the downtown Starbucks claiming employees mistook her for a homeless person. She wasn't.

But I have a couple of new Starbucks stories.

One of the former interns for the nonprofit I work at rallied a bunch of Starbucks customers at the location where she worked as a barista, and they put up a Christmas tree with the names of needy kids and bought a bunch of Christmas gifts for them. Now that’s nice and it really helped our organization when toy donations were down.

The second Starbucks story comes via my daughter-in-law whose car got hit by a sign while she was in the drive-through. Apparently, everything was handled to her satisfaction—the car damage will be taken care of and they gave her some free coffee coupons. Good thing she likes Starbucks.

Well, I did digress dear gentle readers. Chock it up to too much caffeine this morning. And in case you wondered, I was drinking Trader Joe’s French Roast.

Saturday, January 24, 2009

Obama Girls are Real Dolls


(Crain’s) — The nation’s first daughters, Sasha and Malia Obama, have joined the ranks of Barbie, Rainbow Brite and Strawberry Shortcake. Ty Inc., maker of Beanie Babies, released “Sweet Sasha” and “Marvelous Malia” dolls earlier this month as part of its TyGirlz Collection. Westmont-based Ty launched the line in 2007.

In our culture of celebrity, how can new First Lady Michelle Obama think her daughters will escape our American fascination? Yes, it’s celebrity by association but celebrity nonetheless.

Sasha and Malia Obama are cute enough for the genius who brought us Beanie Babies to name a couple of TyGirlz, “Marvelous Malia” and “Sweet Sasha.” According to Crain’s Chicago Businesss, at first a spokeswoman “confirmed that the dolls were created to resemble President Barack Obama’s daughters.” The next day that changed to, “They were not designed to look like any living person.” Really? It’s not hard to argue who might have inspired the name choice. I’ll grant lawyer-mom Michelle that.

However, despite potential legal issues this is a bit extreme. Mom, pick your battles. There will likely be bigger issues with protecting the girls than this--more egregious examples that do warrant attention. The dolls are not offensive and if they inspire sales for a Chicagoland company, isn’t that helping the local economy?

Most of the folks at the Huffington Post disagree with me. I read one page of comments and found one sole TyGirlz defender who said her daughters liked the dolls. Of course, everyone else seemed to jump all over her. Maybe y'all should go after Dover Publications and others making money on the Obamas. I prefer to concentrate on real matters of national importance. Let us not lose the focus that lead to Obama's election as President by silly and distracting diversions like this.

Sunday, September 28, 2008

Chasing Bear Bryant


“It’s not the will to win that matters - everyone has that. It’s the will to prepare to win that matters.” Paul Bear Bryant

Georgia Bulldog fans dressed themselves in black to psyche out Alabama’s Crimson Tide for the Saturday night game. Frat boys painted their shirtless bodies with black. Little did they expect the evening to turn out as more of a funeral. Bama, under Nick Sabin’s coaching, came to play and play they did, ending the first half with a 31 to zip lead. While Georgia managed to adjust somewhat the second half, the game ended 41-30. I’d say that’s a funeral.

The real story is that when the Tide rolls like this, fans dream that the new coach is chasing Bear Bryant’s legend.

In August, Forbes magazine featured Sabin on the cover with the headline, “Sports’ Most Powerful Coach.” The story begins with this question: “College football has long been a big business. But the money and control Alabama gave Nick Saban raised the stakes to an unprecedented level. Is he worth it?”

Football, and especially football in the South, is akin to religion, and I am very religious in autumn when the boys are on the field and the leaves have only begun to think about falling.

Make no mistake, Forbes is right. This is big business. As University of Alabama President Robert Witt says of the recent $500 million capital campaign, “We have had 100,000 donors in that campaign, and a major reason they support us is football.” Tight-fisted Alabama taxpayers aren’t footing the bill for Saban’s salary or the athletic program. A higher caliber of student is attracted to the university and fundraising is easier. And many faculty members have quieted their criticisms for these very reasons.

But Bulldogs, remember, the good guys always wear white (and red). Roll Tide!

Photo Note: Nicolas Bryant and his daddy were all decked out in Bama attire for Nic’s first game watched on ESPN.

Sunday, September 21, 2008

Thinking Ahead to October


Thinking ahead to October, I am reminded that soon you all will be seeing a bunch of products to make us aware of breast cancer. Seriously, do we need any more reminders?

However, this is the third year that I have created a new design especially for October’s onslaught of the pink ribbon and here it is. There has been an evolution of sorts as the first year saw a design with the pink ribbon forming the “l” in “Believe.” I wanted very much to believe that things would turn out okay. Last year without a single pink ribbon, I focused on retro designs aimed at getting women in for those annual mammograms, and I have noticed several large purchases and imagine that health educators are behind them.

And now with this year’s design, I hope to offer a message that no matter where we are on our journey, we must continue to live our lives to the fullest each and every day.

Saturday, September 06, 2008

A Tale of Two Nic's


Mom reports on baby Nic’s CarePages Web site:
“Nic got a special delivery today from Nick Swisher of the White Sox. He signed his name and “D30” on the sentimental blanket we dropped off at the White Sox office and mailed it back to us with a nice note from Swisher, via the community relations dept. We weren’t sure that would happen, but it’s a great keepsake to have from his first baseball season. Not only does Nic share Swisher’s first name, they also have the same fighting spirit. Let’s hope the White Sox carry the season into October for Nic!”


In Chicagoland, you are either a Cubs fan or a White Sox fan. Well, that’s my opinion. It’s kind of like Auburn and Alabama. You can’t really be for both. No way.

When the family attended the recent White Sox game, they took the White Sox blanket that accompanied Nic through heart surgery and asked if Nick Swisher could sign it for Nicolas. Happily, the great White Sox player obliged, and now the littlest White Sox fan has a nice memento.

Go White Sox!

Saturday, August 16, 2008

New Kid on the Block Rating Colleges



Forbes just came out with a challenge to venerable U.S. News & World Report’s annual rankings of colleges and universities. America’s Best Colleges ranks 569 four-year institutions out of approximately 4,000 schools in the country.

My son happens to attend Hendrix College, which ranked #97—not too shabby for a little gem of a private college half-an-hour outside of Little Rock, Arkansas. I wonder though about any methodology that uses RateMyProfessors.com for 25% of the evaluation.

Oh well, what the heck. These beauty contests are what they are—just one tool to look at in the college-selection process. If your son or daughter is beginning the process, look up some parents whose students currently attend potential schools, have your student visit the campuses and sit in on some classes.

I had a Cincinnati mom write me asking about Hendrix College and I gave her my honest opinion, and my son blasted the college’s overbooked housing situation in the e-mail he sent. Word of mouth is just as valuable as these rankings.

More later after next weekend’s sojourn to Razorback Land. College Boy will be setting up housekeeping in an apartment. Are sophomores really equipped for this level of responsibility? Ah, the worries of helicopter parents.

Monday, March 03, 2008

Invisible

I'm no Oprah snubbed by Hermes in Paris when she was not allowed in the store while others continued to shop, but I was slightly miffed by my experience at the Brooks Brothers shop at Chicago's Premium Outlet Mall on Sunday.

I was the invisible shopper. I entered, looked around for at least 10 or 15 minutes and selected a wool jacket and a blouse. It would have been nice if the sales staff had offered to place the items in a dressing room. They weren't crowded as it was before noon and the church crowd was otherwise occupied. The fact that I was not greeted as I entered the shop could have been forgiven but not the complete and utter failure to acknowledge my presence.

I suppose, dear gentle readers, you might say, "Oh, Sheila this is just the way it is." But I remember the way it used to be.

I first became a customer of Brooks Brothers while we lived in Houston, Texas in the mid-80s. I found that navy blue blazer that lasted me until last year when the moths discovered it that I have written about in an earlier post. Quality and classic styles was always what attracted me to Brooks Brothers. I don't mind paying more for quality because I know an item will last. And back then, service was a concept Brooks Brothers staffers still remembered.

As a former secret shopper for Coldwater Creek, I know the things the corporate office looks for in stores that carry the brand name, and to Brooks Brothers I say, y'all need to work on some issues.

Monday, February 04, 2008

Top Ten Reasons I'm Voting for Obama


Sorry to bore you international readers and Republicans, but I posted this to my spot on the Springfield News-Leader OzarksLeft and I am putting it up here too. Isn't that the wonderful thing about having a blog? We can spout off whenever we like. Sure you can write a letter to the editor, but this is way easier and broader too.

Over the last several days, Missouri saw several candidates blow through the state. Obama spoke to 21,000 in St. Louis on Saturday night. Bill Clinton was here in Springfield at Central High and 3,000 Springfieldians took in his visit. Mike Huckabee gave a quick airport speech. It's great to be noticed here in the "Show Me" state. Missouri is known as a bellwether state for picking the nominee who goes on to win. I think voters here might have missed it one election though. Polls have it very close between Clinton and Obama and so I can't really predict how we will go. I will say Hillary Clinton once had a huge lead which has eroded thanks in part to our U.S. Senator Claire McCaskill's endorsement of Barack Obama.

At any rate here are the Alabama Kitchen Sink's Top Ten Reasons I'm Voting for Obama:

1. Hillary Clinton inspires and rallies Republicans who want to do everything possible to keep the presidency from her and her co-president.

2. Much of Clinton’s “35 years of experience” comes on the coattails of her husband and experience isn’t always what it’s cracked up to be.

3. As a feminist she tears up and says she “has found her voice” only to have her husband become her attack pit bill.

4. She is an icon of the past—one with a boatload of baggage.

5. Mastery of old-school politics needs to give way to a new generation’s leadership.

6. Consensus building involves more than just your friends and interest groups. Obama is reaching out to many.

7. It would be nice not to see the same old tired cast of characters, and Madeline Albright looks like she could use a vacation.

8. Entrepreneurial leadership demands a new approach to accomplishing common goals.

9. New partnerships must be entered into and a resourceful style must overtake the ideas of those who have had their day in the sun (and time in the White House).

10. The Millennial generation and Generation X are excited, interested and motivated toward civic action by Obama who is attracting huge crowds and energy. Heck, even this Baby Boomer is more excited and energized than I have been in years. I am again hopeful that we may finally tackle some of the major problems facing America and actually see that change in action.



These are my reasons. See you at the polls!


Note: New political designs are up on Hail to the Chief, my CafePress shop. I've added a new cartoon yellow dog Democrat design but the old one on the oval sticker is my bestseller. The Obama t-shirt with the JFK quote sold well over the weekend and someone in Washington state bought two kids t-shirts for his children.

Thursday, January 10, 2008

Whiny About Wine


Prosecco, that wonderful Italian sparkling wine, does not need the likes of wild-child Paris Hilton hawking it. I completely understand why Fulvio Brunetta, president of the wine growers association of Treviso, was so adamant when he said, “Hilton hotels are a sign of quality; Paris Hilton is not.” Hilton is featured in advertising for Rich Prosecco, which is soon to be distributed in the U. S. Canned wine sold by an Austrian company and promoted by the gal who had such a terrible time after her D.U.I. Interesting choice.

On the other hand, if you want some real prosecco, Prosecco by Martellozzo is a good deal for $6.99 at Trader Joe’s and is one of our favorite year-round wines. It’s particularly nice in the summer, and with the addition of peach nectar or peach puree, you can make those wonderful Bellinis. The Bellini originated at Harry’s Bar in Venice, Italy, and uses white peach puree and prosecco. Of course, you’ll find Americanized versions at restaurants like the Olive Garden, but it’s a lot easier as well as cheaper to make your own.

Saturday, December 29, 2007

Christian Marketing and Redeeming the Fallen


Republican Sen. Charles Grassley of Iowa has launched a senate probe into TV ministries. He’s asked for financial records from six major televangelists including Paula White, Joyce Meyer, Creflo Dollar, Eddie Long, Kenneth Copeland and Benny Hinn.

The senator is questioning the ministers’ spending practices for possible abuses of their tax-exempt status. Some of those elaborate sets with the gold “thrones” seemed a bit over the top to me. Yet, the very scope of the inquiry has been attacked as too broad. Grassley has been quoted as saying that the investigation “has nothing to do with church doctrine” and that he wants to make sure the organizations are following the law.

However, I suppose the timing of the advertising insert for “Morningside, A Place of Refuge” couldn’t have been worst for one Branson, Missouri, televangelist you may recall and the Branson developer, Jerry Crawford, working with him. A four-page color advertisement for this new venture appeared in the Dec. 28, 2007, Springfield News-Leader. The AP story about Sen. Grassley’s investigation was on page 9A and the advertisement for this new planned community was tucked among ads for JC Penney after Christmas sales and DirectTV promotions.

Crawford, a supporter from Bakker’s old days of The PTL Club, had encouraged the fallen televangelist to come to Branson, and Bakker and his second wife, Lori, are building a TV ministry here. Perhaps the “Gospel of Prosperity” theology once associated with Bakker has been exchanged, and the years he served in prison for fraud have molded a new and redeemed man. But one thing hasn’t changed. Bakker hasn’t lost his love for televangelism.

Will the new venture, Morningside, evolve into something similar to Heritage USA, once the third-largest theme park in the U.S.? It’s too early to say but the ground has been broken and the development is under way in Blue Eye, Missouri.

Thursday, November 08, 2007

Internet Ads


While checking out www.dinesite.com to see local restaurant reviews, I noticed the banner ad at the top of the page was for Friskies’ cat food by Purina. Not wanting to “unlock a world of sensory delight” I skipped rolling over the ad in favor of reading about human food, which is what I wanted to find out about in the first place. Next I was treated to an ad from Marlo Thomas to “Please help St. Jude save her life,” referring to a young child at the hospital she helps with fundraising.

I think a little bit of targeting is needed here. In my own little blog, I signed up for Google ads and so far it’s been interesting to see what they assign to me. My post about Uncle Jim’s death brought an ad for onshore drilling. One day, I noticed one for stun guns. Still haven’t figured out that one. I guess I’m most happy to see ads for my Alma Mater, the University of Alabama. And those kitchen sinks.

Sunday, October 28, 2007

Flush with Power


Pardon my pun, but we have the crappiest toilet in the new place, a Titon 1.6 gallon model, which does not do the job. While the idea of a low-flush toilet sounds environmentally good on toilet paper, in practical matters, many of these poorly designed toilets waste water instead of saving it.

Saturday morning, husband asked me if I wanted to go look at toilets and sinks over at Lowe’s and off we set. Although we were tempted by American Standard’s Champion toilet, claiming you can flush a bucket of golf balls down it, we ended up buying Kohler’s Cimarron model. Could it be because our new toilet bears the name of an Edna Ferber novel and movie, Cimarron, I doubt it. I had looked at Terry Love’s Web site before shopping and came across a reference to Maximum Performance Map Testing, the quintessential toilet-rating source. Veritec Consulting, a Canadian company, has found that soybean paste stuffed into condoms simulates the stuff we love to flush away. They make these sausage-like links of mock poop from imported Japanese soybean paste and that's what they use to test toilet performance. And voila!

Maybe they should use a bucket of golf balls.

Thursday, October 04, 2007

Frog-eyed Hippies Get Green Make Over


Consumers are hopping on the green bandwagon. The 2007 ImagePower Green Brands Survey shows a shift in thinking. No longer is green marginalized to fanatical environmentalists, and nearly all Americans display green attitudes and behaviors according to the research. Especially appealing are green products that are relatively simple to implement like appliance upgrades.

Respondents said green brands are often seen as better quality, though at a higher cost.

The survey also categorized participants’ levels of involvement into shades of green, or green attitudes. The result of this segmentation is that all Americans exhibit some sort of green attitudes and behaviors.

Here is where I deviate from a rehashing of press releases about this research. I read more than one press release and am curious about some of the terminology applied to the categories of respondents, and why between May 1 and September 27, there has been an apparent shift in what to call these folks (if there hasn’t and I’m wrong, I’m sure some PR person will write and correct me). For example, in the most recent release, mention is made of five “green attitudes,” which range from “Bright Green” to “Dull Green,” with each category exhibiting certain characteristics. From the September 27, 2007, press release from public relations firm Cohn & Wolfe, strategic brand and design firm Landor Associates, and Penn, Schoen & Berland Associates (Mark Penn is chief strategist to Senator Hillary Clinton’s presidential campaign):

Dull Green respondents, for example, who are characterized by making a minimum effort to support environmental change, prioritize crime reduction, religious organizations and healthcare as their main causes. On the opposite end of the spectrum, the majority of Bright Green respondents, or those who are doing everything they can to make a long-term impact on their environment, care most about the environment, animal rights and education. One in five Dull Greens is satisfied with the current state of the environment, while, Bright Greens remain sad and skeptical about the future outlook and one in three even feel anger about the situation.


However, when I looked at a May 1, 2007, release from Landor Associates:

The difference in behaviors can best be seen at their extremes, by “Muted Green” and “Active Green” participants. Muted Greens are not convinced that the environment is in trouble and make the minimum effort to support environmental change, while Active Greens believe taking care of the environment is society’s responsibility and are doing everything they can to make a long-term impact on their environment.


What struck me in noting the shift, “Muted” to “Dull” and “Active” to “Bright” was that while “dull” may be accurate, it seems so negative.

“The value of examining the everyday lives and activities, as well as the emotions, of our green groups is that we can then adapt and refine the way in which we communicate with them to maximize relevant messages,” said Annie Longsworth, EVP and Managing Director of Cohn & Wolfe San Francisco. “What resonates with Bright Green people is very different from what rings true for Dull Greens, which presents some really exciting marketing challenges and opportunities.”

I suppose it’s no big deal, but it’s just an observation on my part. No one likes to be labeled “dull.” Even if they are.

Note: According to information on their Web site, Penn, Schoen and Berland Associates Inc. “conducted 803 interviews on the Internet among U.S. general population from Sept. 7-9, 2007. Respondents were screened to meet the following criteria: Age 18 or over. Gender, age, and region were weighted based on U.S. census information.

An earlier Internet survey was conducted with 1,504 U.S. interviewees between April 6 and April 8, 2007 and 1,525 interviews among the UK general population

Thursday, September 20, 2007

October is Breast Cancer Awareness Month



Beware the march of the pink ribbon is almost upon us. My emphasis this year is on encouraging women to get their mammograms on time. This is one exam that can help detect breast cancer when many cancers are in their earlier and more easily treated stages.Cafepress is again this year donating money from special breast cancer marketplace pages to a non-profit breast cancer charity.

Hail to the Chief


PART I
With plenty of time left in the political season, I’ve opened a new cafepress.com shop called “Hail to the Chief.” Here are the first three designs. Of course, I started with the three Democrats I think most likely to have a shot at the party’s nomination: John Edwards, Barack Obama and Hillary Clinton. I’m thinking of adding a token Republican just to see if any designs sell. Republicans have more money, don’t they? Republican readers, any suggestions? I was thinking maybe Rudy, Fred or Mitt. I’d appreciate your feedback since the mind of a Republican is rather foreign to this Yellow Dog.

Thursday, July 26, 2007

How Do You Remember


We’ve been remembering and revering fallen, endangered or ill people for quite some time now—so long that most of us have lost track of who started it all.

We have felt the need to mark graves—a kind of Kilroy was here—for ages. Heck, I’ve even seen R. I. P. (dearly departed relative or pet) car memorials, often on the most pimped out of vehicles.

Songs have been written. Two come to mind: Tie a Yellow Ribbon ‘Round the Ole Oak Tree and She Wore a Yellow Ribbon.

Speaking of yellow, the yellow ribbon magnets slapped on cars that were all the rage at the start of the Iraqi war are noticeably fewer in number these days. While we still support the troops, we just aren’t so sure we need to show it anymore now that it’s safe to disagree with the Bush administration. Even the republican senators are joining the opposition.

I have a pink ribbon or two and have sold products featuring the ribbon so ubiquitously identified with the disease I’d sooner forget. Lance Armstrong’s plastic Live Strong bracelets are a favorite presidential candidate accessory.

But, the other day my daughter-in-law forwarded a story from NPR about a couple from Kansas City who had simply planted American flags on their lawn—one for each of the U. S. soldiers killed since we got into Bush’s War. The couple didn’t appear to be loud or obnoxious like some war protestors cut of the Cindy Sheehan cloth. They were just sad. It was a stark and powerful statement.

Sadly, it’s taken many months and many lives, for many Americans to come to the conclusion that this war and what the administration says it is striving to do, just isn’t wanted by many Iraqis. American-style freedom isn’t the panacea it’s cracked up to be. I love my freedoms. I love my country. I don’t expect the world to discard ancient and traditional ways just because a U. S. president thinks his way is the way to go. I do expect other countries and their citizens to leave me and my family the hell alone when I’m minding my own business.

Maybe, just maybe, we should leave the Iraqis alone. That is if we can wind the clock back to the time before all hell broke loose.