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One paragraph each to response those question. 1. Hi there, Our VP of marketing communications has been concerned about the conversion rate weve been getting off of our Instagram posts lately. As a small restaurant chain our content has been focused on orders in our app and weve been diligently putting discount codes in many of our posts, yet were hardly seeing any conversion! I know that bigger chains like McDonalds do big brand-driven campaigns, but I just cant justify how it ties it back to sales. Please help me explain how emotionality and branded content ties back to sales. 2. Hi There, People buy mattresses once every 10 years, right? So as a new brand I just dont understand why were spending any time on loyalty and post-purchase marketing. What do you think?