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foreign purely if there's a video link or there's some kind of visual reference there your linger rates go up I think by 40 or 50 on a website which is a big thing people are talking about nowadays A salesperson talking to a client at your close rate is up to about 25 because people can watch a clip and they can understand it very quickly they see that you're not talking nonsense to them and on top of that as well if you look at where everything is going they they're saying I think it's about 2014 24 end of 2014 2015 66 of the content on mobile phones is going to be video in the financial industry in particular there's very small differences really between products and and services that financial institutions offer in fact that's generally why they have actuaries is to work out those very small numbers so consumers really struggle to see that off bat they don't um you know when they're looking at products they're really struggling to see kind of differentiation unless they're really delve into the fine print so generally what we would do is we would kind of get a data dump from a financial institution look at what the what the micro differentiations on we will build a story around that which is we will then visualize so when consumers actually see it they can immediately see what the what is unique about that product and generally that is what helps them kind of make a decision to to delve into more of the detail and ask the right questions if you look at the kind of heartbeat of of how you unpack it your traditional left brain methodology is very much list based kind of ticking the boxes whereas right brain is far more big picture map but if you combine those together you get what's called visual thinking so it's a it's a very high level map where you can see the forces at play Within this this map with regard to that product or service or whatever it is and then if that's the heart of it then what you can do out of that you can create a short film anything from one to five minutes based on retention of that particular product or service and that short form can either be animated with illustrations or it can be somebody talking with animations or a combination of both and then the other part of that is you can create what's called a visual float Iron Man where you've taken a particular piece so that map maybe it's around a particular process for example how to get a home loan or something like that and you unpack that or short medium and long-term Investments and exactly what products go into those particular categories so you have that visual flow diagram and then what else you can do which is really powerful is you can take more of that map and do drill down layers where it becomes interactive so you have a high level snapshot but then you can click on a particular piece and you can drill down into more detail so we call that an interactive PDF or an interactive sales Aid and then lastly the last thing that we do is we'll develop what's called digital assets which run across all of those platforms and those are almost your actors so to speak in those different parts so you get consistency in terms of all messaging also just to say it's not it's not replacing anything so at the moment you've got media sphere that is very bombarded so with with what advertisers would kind of call traditional channels or some new channels so um you're getting sms's emails and silver tv ads and brochures uh stuff in store so it's not actually replacing any of that stuff but what's happening is it's very hard to actually get your message heard in that space so what we're finding is when you're really looking at kind of what a product or service is on a micro and trying to find that differentiator which will entice someone to know that they're needed or they wanted that differentiate is getting lost in noise and we find that unpacking it on this level it's creating understanding it's not about replacing a brochure or anything like that that's also sales tools so it helps especially guys that are selling products so when they're sitting down there's a real consistent message so your price getting the best over on your service you're offering is getting the best possible chance it has at a sale and you've either got someone on hand or you've got phone this number or all the traditional kind of channels as well