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3 Legged Stool Of Marketing

No comments · Posted by Howard Larson

Do You Have The Stability of a 3-Legged Stool Marketing Plan?


Have you ever sat on a 3 legged stool? The reality is it does not wiggle or shake. It can be said that every business is supported by a three-legged stool. Each leg of the stool represents one of the three marketing elements needed to run a successful campaign.

Since its inception and initial use in the early years of the twentieth century, the three-legged stool analogy has been used to describe the fundamental principles of business, leadership, investment, banking, politics, art and even baking. Its longevity and endurance speak to its strength and simple eloquence of design, representative of specific ideas and fundamental principles that shape successful organizations.


In the quintessential successful organization, the three ‘legs’ will be of equal height, size and strength. For if any one or two of the legs are shorter, thinner, or weaker than the others then the risk for the business is multiplied exponentially. This risk negates potential, slowing or stopping growth, causing instability, doubt and can lead to catastrophic failure, the whole project can begin collapse or never even get off the ground in the first place.


In order for the stool to remain sturdy, supportive and even all three legs must be balanced. Just as with this stool analogy to ensure a successful marketing campaign it is imperative to keep marketing ideas, efforts and goals balanced, on-track and on time.

For those who have worked with or spent time with us here at Larson & Associates, you are probably already very familiar with our well-established fondness for this analogy. The simple eloquence of design and purpose illustrate perfectly the need for supportive planning, strategy, and long-term implementation. For those of you who have not had the opportunity to hear our version of what we call “The three-legged stool of marketing” pull up your stool, maybe put on a pillow and get comfortable.

In this analogy, the seat represents your company your organizational idea, your dream. To be successful, you want it to be stable, accommodating, and enticing to clients and customers from every walk of life. In business this is accomplished and accentuated through marketing, a sturdy, strategically planned and dependable marketing strategy is going to include 3 main “legs” Direct Mail, Email Campaigning, and Telemarketing. At Larson & Associates, we build strategic, stable, successful marketing plans with this proven combination of direct mail, email campaigns, and telemarketing. At Larson & Associates, it is our firm collective belief that if you were to utilize nothing else except these 3 marketing tactics effectively that your business will grow and prosper. Not just grow but grow at the rate we want it to, 3 times the national gross national product.

Direct Mail is seen as a dinosaur by many but before you dismiss it do your research, it has proven to be beneficial. Don’t forget to apply the golden rule 40/20/40 the success of your direct mail marketing efforts are going to be dependent upon three factors –

40% of your success will come from how effective your mailing list is, another 40% will depend on how compelling your offer is, and the remaining 20% will come from everything else (design, the copy/text of the mailing, etc.).The takeaway here is do not spend exuberant time on flashy graphics, layouts. 

Keep in mind the mail box is next to empty. 

Some key things to keep in mind when planning this campaign:

Find your target audience
Test the Market
Make a powerful call to action
Don't’ forget to proofread
Don't forget to follow up
Be sure to direct them to your online site
Email is your channel of distribution, use it wisely. To share your latest blog, a sale or just share information this is the way to go. But use it wisely. Make what you are sending them useful, make an intriguing subject line, make your content engaging and always provide an awesome call to action.

Telemarketing is the glue to make this all come together.

It gives you the unique ability to go in ask questions on what you sent and come away with the information you are after and then it gives you immediate feedback.


All 3 methods have been the focus of many arguments debating their relevance in today’s technical age. When it seems their marketing attempts have returned less than desirable results or seems to have failed, business people tend to blame the media platform first. “I should never have used email, no one opens those, I ruined my whole campaign by focusing on email.”

Or it’s the fault of the greatly derided direct mail platform, where it seems everyone is quick to advise you afterwards that ‘It’s just a waste of time and resources, no one pays attention to print any longer.’ .

But in the end these media platforms are just tools — like hammers, harnesses and remote controls — they work properly only if you can hit the nail, buckle the straps or press the right buttons.

Being in the marketing business my brain is always running, looking at products and see how they could be promoted, sales or conversions. Did you realize humans have an attention span of 8 seconds??? WOW!

The brain processes visuals 60,0000 times faster than the time it takes the brain to decode text. Being able to add graphics, pictures, and visuals to sell yourself with is a must.

  Marketing that cuts through the clutter with attention-getting graphics and copy is important to success.


Keep it simple. Due to cognitive fluency, the brain craves ease and order. Direct mail and email that creates a simple decision path with limited copy and explanation always test better. Add that to a simple call to action telemarketing follow up and there you go.


The support is in the legs. Like a stool, your campaign will topple if any of the legs are weak or not there. And before you blame the multi-channel legs of your campaign’s shortcomings, ask first whether you got the right marketing channel, list, and message.

A business owner told me “telemarketing doesn’t work’  but then after I nitched him down and slashed his overly long script that only emphasizes benefits that address the target audience’s primary needs, he went and had a successful calling campaign.


Another very common complaint was voiced by a business owner. She claimed that email does not work. Together we examined & cleaned her email list, determined her primary audience, sent targeted emails and added on a phone call to people who opened up the email 3 or more times. She saw the power of email when it was used properly.


A similar story unfolded with a couple of business owners who had decided that direct mail doesn’t work. We sat down together looked over their mailing list cleaned it up and then look at the content they were sending. The content was tweaked to be more relevant, graphics and a call to action were added. They immediately saw a turn around in the number of clients brought in this way.


Of course, all media channels don’t work for all people and purposes. But what is the right one for you? If you’re B2B like I and my clients are, I go to my stool legs of direct mail, email, and telemarketing. Time and time again this is where the real marketing action is, Everything else, yes everything in that long list only supports rolls to these 3.


But more often than not, you’ll have better luck with your marketing campaigns if you examine your target market and message first. If you don’t get those right, it doesn’t matter what media channel you choose. You’re doomed to failure.


So come with us and sit down on your companies stool and let us keep those legs strong and working


Larson & Associates

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Maximizing Trade Show ROI

No comments · Posted by Howard Larson
Are you a Powerball player? With Powerball, the odds of winning are approximately 1 / 175,000,000. You can go out and buy 1000 unique tickets, your odds of winning are about 1000 / 175,000,000. Nice odds, huh?  Just buying a ticket is no guarantee of success. So how does this apply to us and trade shows and Trade Show ROI?
At Larson & Associates, we often hear Companies complain that after exhibiting at trade shows that the ROI was not worth the effort or investment. The first question I ask is, “How many appointments with prospects did you have set up before the show?” Usually, the answer is none.

Yep, ZERO, zilch, nada. They pay for a booth, their salespeople, inventory etc. and sit, waiting for the clients to roll in, just hoping that all these wonderful prospects with a need will drop by the booth during the show. Betting that the old “Build it and they will come” principle can work magic, whether or not they are familiar with your company beforehand, is just plain stupid. You are spending thousands of dollars to get lucky. Just like shooting for that Powerball, you might improve your odds a little but if you’re not committed and truly engaged with a working strategy beforehand then dumb luck is all you have. Not sure what the odds of success are with that, but I will bet that they’re not good.
When our skilled strategists at Larson & Associates ask these same  companies what sales goals have they set for themselves during the show, the response is a mixture of “What are we supposed to be measuring?” and “We were more focused on our booth design and collateral.” Again they spent thousands of dollars without a plan.
What follows is an outline of a pre-trade show strategy that we here at Larson & Associates have designed and developed after many trade shows and demonstrations. Strategies which have resulted in our completely booking all open time slots for sales appointments (averaging 38 appointments over a 3 day show). These appointments are invaluable in the acquisition of highly qualified leads for both team members where they are able to sit down and discuss strategy.
The key to any strategy is being prepared, knowing what to expect and how to react, planning for outcomes and positioning yourself in the best possible place to benefit and succeed. Here is what we do…
1. Make a wish list (12 weeks before show)
Go through the conference exhibitor list and highlight the companies that you would like to connect with at the show, regardless of whether you know someone there or not. Select companies that you think are a good fit to work with (yes power partners), that match your target audience, or that you simply want to understand better.
2. Research (10 weeks out)
For each wish list company, identify a contact from that company to reach out to for an appointment. First look within your CRM to see if you have any existing contracts with that company. If not, an option may be to peruse professional sites such as LinkedIn, although they are making it so you might need to have the premium account to do any real research as prospecting tool. Find companies that match your target by searching the company name and looking for employees with the correct job titles. You’re probably thinking, great, but how do I get their email and phone number?
First, see if you have any mutual connections with the lead that you can ask to make an introduction. If there are no mutual connections, you can always find general phone numbers listed on the company website.  For email, you can look in a few places – the company’s contact page, career page, or news page/press releases – to uncover if not the contact’s exact email address, then the common email format used by the company. (For example, if marketing director Joe Smith’s email is listed as, then you can pretty safely assume that product manager Mary Thomas’s email will
Research requires you to invest a bit of time (if you don’t have the time Larson & Associates have people dedicated to doing research just like this) for finding contact information. But it will pay off greatly. Fact is, 78% of salespeople using social media outsell their peers, while it is a tool to help, Social Media will never be a replacement for Salesmanship. It’s not (note to self, write a paper on what Social Media is good for) LinkedIn, specifically, is responsible for more than 80% of a business’ social media leads.
3. Email outreach (beginning 7 weeks out)
Here is where we start to hit on the entire show attendance list. Today 80% of leads take 20-40 “touches” to close if started from scratch, less if at a targeted industry trade show. There is no guarantee that you will reach your lead with every email, so repetition and careful timing are important.
 Here are a few tips for emailing leads pre-show:
Timing: The best times to email are weekdays from 9:30-11:00 a.m. That lets them clean out the night time senders.
Keep on track: and on target, for the upcoming show. Talk about your product or service, and why you should get together. This may require research beforehand about their strengths and areas of opportunity.
Follow the data: Prioritize your follow-up emails using data from the previous email. With most emailing systems like the one we use, you can view open rates, click-through rates, and site revisits. This has made our sales process much more data-driven, strategic and very cost effective.
Track your opens: Keep a record of how many times you reach out to a lead. Some leads may have more touches because of their responsiveness, so it’s important to manage multiple sales cycles as organized a manner as possible.
4. Cold calling (beginning 6 weeks out)
Cold calling can be intimidating for salespeople. In 2007, it took 3.7 cold call attempts to reach a prospect. Today it takes 8. Now there’s much more opportunity to practice this skill!
Here are a few tips for cold calling leads pre-show:
Refer to your emails: Beginning your sales outreach with email is a great tactic because you can use the email as a talking point in your call. The lead will have at least some awareness of your company or product ahead of time, which can help move the discussion forward.
Say what you need to say: Be direct in telling the lead why you are calling. It’s important for them to know what you’d like to meet about. The last thing you want to do is waist any ones time.
Have a plan B: You can’t win every time, but you don’t have to just throw your hands up and go. If they are not interested in having an appointment at the show, let them know you will be walking around and might just stop by their booth to say hello. If they are not attending the show at all, ask if there’s someone else from their company attending to meet with.
5. Setting appointments (ongoing as you reach leads)
Depending on how long you will be at the show and how sales people are attending, you can determine how many appointments per day you can schedule
Here are a few tips for pre-show appointment setting:
Make scheduling easy: If you think a lead is interested in your company, whether they have responded to you or not, list three time slots to meet with them and suggest a location. This skips a few steps in the back-and-forth of scheduling.
Consider time zones: Make sure to note the correct time zone (the one the show is in) on your calendar invitation to avoid double booking by mistake.
6. Send out postcard mailer 2 weeks out)
You want to put something in their hands and have it with a coupon for a special show gift if they come in with the card. To get better booth traffic you need to give them an incentive. Send out a mailer.

There is no real magic in making a trade show successful. What it does take is hard work and planning, lots of planning, and commitment to strategy and the will to succeed. Without a doubt, the strategizing and the hard work can be very time-consuming. Time is not always an easy commodity to come by with business to run and obligations to meet you have to make the most and invest your resources wisely. Luck alone will always guarantee you a lousy ROI.

Indeed planning and strategizing can be accomplished ‘in-house’ but for the times or projects when this is just simply not an option, remember Larson & Associates, we are here to help!
Larson & Associates 847-991-1294 or just email me

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Increase Multi-Channel Results

No comments · Posted by Howard Larson

The Numbers Are in:
Multi-channel Campaigns Are 37% More Effective

The average adult is connected to the internet via 4.5 devices, and with the advancement of the IoT, that number is growing. For those of us in marketing reaching our target audience through one channel or one device just doesn’t make sense, or money. Relying on a single channel approach is simply not the way the business world works anymore. This means that with each channel you don’t use you’re losing a lot of touch points. But just how many?

A multi-channel campaign enables you to promote offers to a wider spectrum of the prospect ’s in all sorts of ways from e-mail, direct mail, blog, websites, mobile, social, and call centers. At Larson & Associates, we have researched over 5,000 campaigns across a variety of verticals, using this knowledge we have come to recognize the true power of multi-channel campaigns. Of the campaigns we researched, 16% were multi-channel campaigns, engaging prospects through two or more of the most widely utilized channels: email, SMS, Facebook Custom Audiences, Google Display and phone.
Multi-channel Campaigns vs. Single-channel Campaigns
Multi-channel campaigns received a 14% response rate. Meanwhile, single-channel campaigns received a response rate of only 10.2%. The results show a 37% increase in response when using a multi-channel campaign compared to a single-channel campaign.
Next, we looked at response rates to specific channels of single and multi-channel campaigns. All single channel campaigns received a single digit response rate compared to the multi-channel: both only-SMS and only-email campaigns had an 8% response rate, while only-push campaigns came in at a mere 2% response rate.
Within our research when we looked at multi-channel campaigns we initially focused on channels that combined either email and SMS, or only utilized email. Campaigns combining email and SMS had a 15% response rate (compared to the control group). This is a substantial gain compared to the 8% response rate garnered by email or SMS alone. In fact, this multi-channel strategy almost doubles the efficacy of the campaign, improving it by 88%.

Now lets add in a telemarketing channel!
Our next research focused on the multi-channel combination, primarily involving email and phone. Here, the results were even more striking. The response rate for email and phone campaign came in at 14%, a 600% improvement over phone-only campaigns, which returned only a 2% response rate.

Multi-channel campaigns are critical in today’s multifaceted, multi-device world. Reaction and receptiveness vary with the individual creating appeal and interest via multiple communicative channels increase market reach and effect. Likewise, specific messages can be tailored for specific channels or mediums, creating a customized, unique approach more in line with clients expectations and desires. Varied channels offer multiple points of ‘attack’ or access points to your clients on different levels, at different times, in different ways, all while delivering the same message. 
Three Key Concepts for Successful Multi-channel Campaigns
So what does it take to do multichannel marketing right?
Larson & Associates has developed a multi-channel approach ‘three keys to success’ method:
1. Create and maintain a single prospect’s view
Customers and prospects often interact with your brand in a variety of ways that involve more than one touch point. Creating a single customer/ prospect view requires a centralized marketing CRM that consolidates all data in one place regardless of source. In order to stay on pace with the changing nature of your customers and business, this data has to be dynamic and constantly refreshed and updated.
2. Establish a multi-channel marketing platform
Multi-channel campaigns involve synchronizing your messaging across different channels. By establishing a multi-channel marketing platform, you will greatly simplify the creation and execution of cross-channel campaigns. The technology will enable you to reach the right person with the right message through the right channel at the right time while reducing costs and improving the effectiveness and performance of your marketing efforts
Here are the capabilities you’re looking for:
Campaign management, including capabilities for segmentation, workflow creation and campaign execution
Analytics and campaign optimization
Execution, including capabilities for event triggering, real-time messaging and full multi-channel support
3. Create consistent customer experiences across all channels
The prospect’s experience is one of your most powerful competitive differentiators, but the quality of the prospect’s experience is influenced more by its consistency. By managing campaigns across multiple channels you’re creating a presence for your brand for your prospect. If you treat each channel separately you will fail to deliver consistency, and harm the prospect’s experience.
Gone are the days when a single message through a single channel sufficed to reach your complete prospect and customer base.
The days of crowded inboxes and stuffy offices cooled by oscillating desk fans are gone, relying on ringing phones and suit and tie clients over cocktails is no longer enough to get you a seat at the ‘table’. It’s a whole new world out there. Advances in technology, changes in culture, society and the world economy have forever altered the way we ‘play the game’ and unless you are ready to adapt and grow your brand then you are in real danger of being left behind. The good news is that there are new tools and attitudes designed expressly to help you win, tools such as specialized technologies and multi-channel marketing systems. Your prospect base is still out there, waiting to hear from you. The right technological platforms will make your brand’s voice loud and clear.
At Larson & Associates, we can help you create and maintain a presence for your brand, through cooperative planning, business, and marketing strategies and through the supportive management of marketing campaigns across multiple channels.

Our goal is your goal, successful marketing, brand recognition, market share and exponential growth. When you win, we win, we’re in this together.

So just pick up the phone and call us at 847-991-1294 or email me at Your marketing and lead generation can be that simple.

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14 Touches To Convert Lead to

No comments · Posted by Howard Larson
14 Touches To Convert Lead to Client

A trade show investment requires intelligence and diligence.  Not only do we need to understand what we are getting ourselves into, but we also have to commit to spending the time andmoney in trash can effort to make sure that what we are doing is right for us.
So, throwing your money without really knowing how to get a good return on your investment realistically or financially is not the smartest thing you should be doing.

The same holds true for a business investment in a tradeshow, and in the world of tradeshows where knowing how to promote your brand and your investment wisely, efficiently and quickly is key to having a successful show.
Amazingly we see this type of reflexive spending behavior in business, especially at tradeshows, where buying the spot on the floor is far as some organizations seem to plan. On average a 20x20 spot at a trade show starts around ,000 then add in your investment on display etc. these run -60,000. This is serious numbers time for up and coming business and no laughing matter for established organizations either, so it only makes sense to not only invest wisely but to take the intelligent and diligent perspective of understanding what to do and to follow through with whats show booths
Which brings us to another key point, anyone can buy floor space at a trade show or convention center set up a table and hand out brochures but without follow up the time at the trade show is as productive as that pile of lumber without the blueprints, potentially a great investment but without proper follow through just a waste of time and resources.
In a recent Linkden poll it was revealed that a staggering 69% or trade show attendees are frustrated with the lack of follow up at trade shows. The poll asked, “As a trade show attendee, what is your reaction when an exhibitor fails to follow up with you?” Of the 337 respondents, the majority said they were left with negative feelings after an exhibitor failed to follow up with them post show. That is a staggering 69% of potentially alienated clients. While a larger, established organization might absorb this potential loss for most small to medium organizations, (and even some large), this number could make or break the business for the year.
So, the time and resource investment for trade shows alone can be seriously daunting. It is just as important to understand how your investment works at a trade show as it is for having that set of blueprints for your house, you cannot build successfully without a plan or direction.
I think we can all agree the focus of any trade show should be effectively following your leads to convert them to clients. Regardless if it is the 0 Chamber of Commerce Expo or a ,000 Major Trade Show Expositions.  Money is money. After the trade show has ended it is time to start following up on ALL your leads. A very small percentage of sales are made at the trade show itself, so if you do not follow up on leads it is like building a house with no plans. It is not going to work!
At Larson & Associates our team members have spent most of their lives working in the marketing business in one form or another. Doing so has given us the opportunity to try several approaches. We have identified methods which have consistently worked through the years regardless of economy or marketing medium. We have taken these lessons we learned and the proven methods to formulate a working trade show strategy plan for a moderate budget, we refer to as Larson’s Larson’s Fast Track Multi-Touch Approach. It is the speed, the quality and quantity of your touches that make the conversion.
Larson’s Fast Track Multi-Touch trade show plan look like?
Touch 1 Day 1: Each day your staff either has scanned in visitor information or entered visitor information in by hand.
Touch 2 Day 1: Email a thank you and specific show requested information. We want to get in front of them ASAP and send out any requested information with a link to a show landing page on show specials.
Touch 3 Day 5: Thank you cards (hand signed) are sent USPS with business card thanking each one for stopping by
Touch 4 Day 5:  Email is sent as a reminder to any show specials and ending date of specials with a link to a show landing page on show specials
Touch 5 Day 7: See who opened the email 2 or more times and start call each one on the phone with voice mail
Touch 6 Day 10: Call team is set up to call EVERYONE who stopped by the booth to reconnect
Touch 7 Day 14: Email is sent out to everyone who stopped by
Touch 8 Day 16: See who opened the email 2 or more times and start call each one on the phone with voice mail
Touch 9 Day 20: call each one who has not responded again on the phone without voice mail

Touch 10 Day 30: Email fort nightly

Touch 11 Day 30: Send out quarterly postcard or newsletter
Touch 12 Day 32 Call each person who opened the email 3 or more times
Touch 13 Day 44: Email fortnightly

Touch 14 Day 46 Call each person who opened the email 3 or more times

If you don’t follow up on your leads  then you are as  good as 69% of your competition. But if you want to be in the top 31% category make some kind of follow up. But only 11% did a superior job of following up. And those are the ones who make a profit off their trade show appearance. With those figures in your head, think what a difference a little bit of planning ahead to implement a series of quality touches could make.
With all the time spent on planning and the money you are investing ask yourself what the fastest way is to get a return on my investment. You can remain focused on business and leave the trade show details for the experienced team at
Larson & Associates

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Secret To Avoid Sales Slump

No comments · Posted by Howard Larson
We all have slumps: Those times when you just can’t quite find or maintain your rhythm.  No matter how good you are or how long you have been in sales, sooner or later you're going to hit a sales slump.  Mandscratches head looking at down sales arrow

  That time when you can’t seem to close the sale despite your best effort.  When each call or conversation that you do get seems that much harder than it ever was before.  The pressure is on, the volume is down and you just can’t get that deal to click.

Understanding that we can influence this cycle, spot problems, change behaviors and avoid repeating mistakes that lead to slumps in sales is key. Wouldn’t it be nice to know when a slump was about to happen? 

Larson & Associates we usually don’t like to brag, but we have a secret where we can successfully predict when a sales slump is going to happen, well, nearly 95% of the time that is. After all, no one is perfect, right?

sales secret manila envelope

So do you want to know our secret to avoiding sales slumps? It really is quite simple, it all comes down to: Prospecting. Yes prospecting. Sales prospecting is one of the most important aspects of an organization, let alone a sales process.

All companies (startups especially) have to fill their pipeline with good leads in order to acquire customers. Helping you understand prospecting and what it means for your sales is a big part of how our secret can work for you, the other thing you need to know is predicting when the slump will happen.

The crystal ball to that answer is identifying the length of your sales cycle, is it 1 day, 1 week, 1 month 1 year?    Once you pinpoint that then you are in the driver’s seat. Knowing this will not only help you predict when you are heading for a slump but also how long you can expect it will take to get out of it. Sales slumps have a way of self-perpetuating, with the lack of sales eroding our confidence and expectations of positive results, which in turn makes it even more difficult to return to the good form we have lost along the way.  In sales the natural reaction is to fight off the pressure and panic with a quick fix, by ‘digging’ for more sales. Digging in places where you know the sales were, looking for that next pot of gold. This is what went wrong in the first place, stop ‘digging’ where the sales were, trying to work that same ‘claim’ endlessly and move on to new ground.  If there is a trick to prospecting it’s doing the work to make it ‘work’. The only real way is to get back out there and start making the calls,   working the leads. Initiating conversations with cold f2f sales calls and going to the events where your prospects will be, these are still the ‘nuts and bolts’ that hold the process together. Opportunity is out there, your job is to find it, through prospecting.

At Larson & Associates we can fill in the potholes and help you be where you need to be, as your guide and as your partner in success. We can work with you to avoid mistakes and plan for the future. 

So when you find yourself in a slump take a deep breath, a real, fill your lungs and hold it for a second, deep breath, acknowledge that you are in one and get rid of all that emotional baggage. Make the commitment and set aside a daily time for prospecting.
Invest your time, energy and emotion into actions that you can control.
Sales success is a process, do the basics and the rest will follow. Prospecting is less about luck and more about effort, hard work and perseverance, searching for that new ‘strike’ and being ready to move onto the next.
So go on now. Sit down and pick up the phone. Go knock on some doors. Send out some e-mails. Work your LinkedIn, Twitter and Facebook social network and groups. Start asking for referrals. Talk to any and everyone about what you do.

 At Larson & Associates we are always ready to put forth that extra effort, to work hard and persevere in everything that we do for you. We can help you avoid the dreaded sales slumps, overcome marketing anxiety and map out new places to ‘dig’. When prospecting for gold or for sales, remember that your success is directly proportionate to your effort. If you do only the minimum, your payback will be minimal. The more you do, the more you get. It really is that simple.

 Larson & Associates
leaders in providing today's marketing for tomorrows success.

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