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Nfinity ‘Reveels’ Latest Player In Out-Of-Home Space

Nfinity Acquires Reveel
Tanner Rock and Tyron Martin, Reveel, with Ken Varejes, Nfinity.

Nfinity has announced Reveel as the latest business to join the fold. Reveel is an innovative Out-of-Home business with a specific focus on Digital Out of Home (DOOH), large format and non-traditional platforms.

Nfinity CEO, Ken Varejes said, ‘The Out-of-Home industry has always been a brilliant platform for innovation and a particular passion of mine. I’m so pleased to be introducing the latest player in this space and we’re confident that it’s going to be a great disruptor.’

The Reveel business will be headed by Tanner Rock, the Commercial Director who has vast experience in new site and product development. He will manage the day to day relationships of key landlord and supplier partners. Tyron Martin joins the management team in the capacity of Sales Director. He has a proven track record in this space as a top performer, with fantastic relationships at both client and agency level.

‘Reveel is underlined by an unwavering desire to create opportunities for our clients that are different and unique. Our management team is extremely passionate about this ever- changing OOH space, and with the many years of combined experience comes many solid relationships that are key to the growth of the business in the short term. The team is excited, highly motivated, and we are really looking forward to creating additional relationships that will be formed as we start this journey,’ said Rock.

Varejes added, ‘Rock and Martin are the perfect duo to take Reveel to incredible success. They have the backing and infrastructure of our entire Nfinity arsenal of businesses, management team and staff. What a great start to 2019.’


OOH Continues To Gain Audiences, Especially Within The Transit Environment

Five Ways To Help Keep Brands And Products On Top Of The Customers’ Minds

Shamy Naidu, Executive: Transit Ads, outlines the importance of implementing 360° advertising campaigns within the highly effective, high frequency and captive transit environment.

As in any other advertising environment, the need for a 360° campaign in the transit environment is vital to ensure maximum ROI and to keep brands and products top of mind. Over 12 million commuters use taxis on a weekly basis, while train and bus commuters combined makeup 4 million commuters on a weekly basis. Around 80% of this audience is the main purchaser in their household. This audience fits cleanly within the economically active LSM profile of 4 to 7, making them one of the most sought-after market of potential buyers and product purchase decision-makers. And we can tap into this audience when they are most open to brand messaging.

1. 86% of consumers agree that OOH makes brands visible

Research from Nielsen shows that 86% of people agree that Out-of-Home advertising (OOH) makes brands stand out. As the population grows, Out-of-Home becomes more powerful and more relevant. While other mediums are fragmenting and fighting for the consumer’s attention, OOH continues to gain audiences, especially within the transit environment.

The UK’s Outdoor Media Centre’s (OMC) research shows that OOH is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping. Only 13% of consumers stick to a pre-determined purchase list, while 72% can be swayed towards a product by recently viewed OOH advertising, making this type of exposure highly influential (www.oma.org.au).

2. Proximity to purchase

Research also shows that most commuters make a purchase within five minutes of getting off a taxi – providing clients with a perfect opportunity to expose their brand and product. Advertising within the transit environment offers an effective solution for targeting and communicating with the economically active emerging market.

There has been an increase over the years in the number of retail outlets and entrepreneurial retail opportunities, both in the taxi and train station environment, so too have the opportunities for brands. This said, brands need to be all the more attentive to their advertising strategy because there are many more competitors vying for attention than in previous years. This is where a 360 degree campaign comes into play.

3. Targeted Placement

Effective marketing is not about bombarding the consumer in numerous ways, but about understanding – with an ear to the ground approach – the landscape in which we find our client’s target market. Transit Ads does extensive and continuous research on the placement of platforms so that audiences are reached effectively.

This research directs the touchpoint placement in terms of geographic footprint and high dwell areas. This is particularly relevant in areas such as Johannesburg, where there is extensive media clutter, and in Cape Town, where there are tight media restrictions. Within these environments, placement ensures that the frequency of exposure is at its maximum at all high-traffic times.

At Transit Ads, we use a scientific approach known as Environment Media Mapping (EMM) which clearly defines the best times and locations at which to engage the consumer. This process ensures that all offerings – Transit.TV screens, taxi branding, train station branding, taxi branding, rank branding, BRT bus branding and activations – provide the best visibility, maximum impact and most effective engagement with the consumer for the client.

4. Maximised Exposure

In a transit environment, when consumers are standing in a queue or waiting for their train to arrive, they use this time to get information, whether they’re conscious of it or not. They check messages on their phone and look around. Because Transit Ads Platforms are strategically located to target consumers when they are in this frame of mind, they draw attention.

Why? Messaging and creative is large, highly visual and attracts attention. Transit TV screens flight information and news, interspersed with advertisements that are relevant to this audience, while activations offer another touchpoint to engage these consumers on their transit journey. This influences purchasing decision and impulse buying, especially because stops along the commuter journey are in close proximity to retail.

5. Excellence and consistency ensure effectiveness

The operational structure within Transit Ads ensures that the quality of exposure is always excellent. Strict quality control measures are fundamental in enabling Transit Ads to deliver a service that is measurable, effective and relevant. There is consistent and continuous measurement of all platforms to ensure consistent effectiveness and a high standard of product and exposure.


Primedia Outdoor Launches LED Billboard In Durban

Primedia Outdoor Launches LED Billboard In Durban

Primedia Outdoor launched a highway LED billboard along the M4 Southern Freeway in Durban, KwaZulu-Natal. This colossal digital network positions the company as a robust media partner in the OOH landscape.

Following the success of its Freeway Digital Network in Gauteng, Primedia Outdoor’s brand new 4.5m x 18m LED billboard delivers impressive audience impacts of 3,327,782 over 4 weeks (ROAD 15/16/17 SM, KZN Adults 15+). Audiences travelling from the southern suburbs towards the Durban CBD will be met with this powerful LED billboard, delivering dynamic, flexible, high-quality digital messaging 24 hours a day.

Jorja Wilkins, Marketing Services Executive of Primedia Outdoor said, ‘The addition of this superb new freeway LED marks a key step forward in our advancement with our DOOH growth strategy in South Africa and the rest of Africa. We are committed to deliver dynamic quality platforms for our clients and their brands. We are dedicated to offering advertising solutions that are impactful and engaging, allowing clients and agencies to develop significant DOOH campaigns that positively influence purchase behaviour.’


IndaHash Study Reveals Influencers’ Shopping Behaviours

IndaHash Study Reveals Influencers’ Shopping Behaviours
Image source: labs.indahash.com

In January 2019, over 1000 influencers participated in global influencer marketing platform indaHash’s Valentine’s Day study. 84% of influencers said that besides gifting their significant other, they spend money on friends, family, themselves, and their pets on Valentine’s Day.

The study further reveals their shopping behaviours alongside new and different ways to reach audiences by harnessing the power of influencers around this time. 72% of influencers said that they look to other influencers for gift inspiration over TV ads, magazines, and brand websites. This very much confirms the findings of indaHash’s holiday study, where 92% of influencers said their followers ask them for gift recommendations – proving that it’s not only followers looking to influencers, but also influencers looking to other influencers for spending inspiration.

The majority of influencers (91%) claimed that when they’re in relationships, they love celebrating Valentine’s Day but not all of their followers always feel the same. Alternative movements like the tongue-in-cheek ‘Singles Awareness Day’ (S.A.D.) and ‘Galentine’s Day’ are also widely celebrated, with only 9% of influencers choosing not to celebrate at all around this time.

While many celebrate the romantic love associated with Valentine’s Day, it can also be a painful reminder of love lost or loneliness. Others think it to be a day adopted by brands to push people to buy, buy, buy. Such conflicting sentiments create the perfect opportunity for brands to think outside the box and connect with their customers in new, meaningful ways.

60% of influencers prefer experiences over material gifts for Valentine’s Day. While everyone loves material presents, experiences are becoming a clear preference among Millennials.

40% of influencers treat themselves with gifts or experiences when single and spend the day with friends and family.  Another Millennial priority? Beloved pets! Millennials are crazy for their pets and with many having their own pet influencer Instagram accounts, they too are being treated with gifts – 12% of the survey group admitted they purchase Valentine’s Day gifts for their animal friends.

The indaHash study shows that 63% of influencers wait for Valentine’s Day deals before they buy, with 54% of influencers shopping for gifts online. Valentine’s Day is a great opportunity for brands to stand out and run engaging campaigns that speak to those in love, as well as to those who feel out of sorts around this time. For more on influencers’ Valentine’s Day shopping behaviours and data-informed ideas on how to reach audiences through influencer and brand collaborations, go to the report.

An international study gives insight into how influencers celebrate Valentine’s Day, their shopping habits and who they look to for inspiration. The study reveals that while 91% of influencers have celebrated Valentine’s Day at some point in their lives, days like Single Awareness Day or Galentine’s Day are increasingly popular. It’s also about more than just romantic love: 42% of influencers bought a gift for their friends, 38% for themselves, and 12% for their pet.


Market Your Business Even When Sales Are Good

Market Your Business Even When Sales Are Good
Image source: www.firejuice.co.za

If your business is doing well without any proactive marketing, you know you are onto something good. Clearly, there is a demand for what you are selling.

But what you should also know is that you are walking along the edge of a cliff, because it just takes a little wobbly in the market and you are left stranded. This is because you are not doing any marketing and simply relying on good fortune and rumour.

As difficult as it may be to incorporate marketing into your business, getting it right provides you with an offensive weapon even when times are tough. Now you are not just at the mercy of market forces, but attract customers even when there is a downturn or new competitors enter the market. This, of course is the power of a brand built over time through consistent marketing. A strongly built brand allows you to take some power into your own hands despite what is happening around you.

In my consulting work, I deal with many clients that have neglected marketing their businesses because sales were good without it. Tenders kept coming in. Competitors were few. International players stayed out. The markets they operate in were stable, if not growing. Good times! The biggest danger during such good times is that you never learn how to market your products.

The moment the market turns and headwinds pick up, you are left stranded without a brand, without marketing partners that understand your brand and without a clear marketing message. Now, you’re on the back foot, you are forced to fight the only way you know how – by dropping prices – which typically signals the start of a downward spiral.

You should use the good times to learn how to market your business and build brand recognition beyond the small group of loyal customers you have. A brand gives you some control over what happens outside of your business. It buys you time in bad times and gives you wiggle room when things get crowded. But you can’t switch on a brand overnight. It requires foresight to invest in marketing when you don’t feel you need it.


Vida e Caffè And Mall Ads Capture Clients With New Kiosk

Vida e caffè And Mall Ads Capture Clients With New Kiosk

Vida e caffè has opened a kiosk in Musgrave Centre in Durban, Kwazulu-Natal, facilitated by Mall Ads. The kiosk is located under an escalator in an area that is prominent, captive and experiences a high footfall.

Bonga Sibisi, Account Manager at Mall Ads said, ‘Coffee kiosks under escalators have popped up in malls all over the country as the location provides the ideal dimensions and liminal space conducive to a coffee pause, be it to enjoy a quick espresso on the go or to take a break and connect with friends over a tall latte.’

‘We had prime space available at Musgrave Centre and were searching for a vibrant, on-trend brand to fill it and our first choice was vida e caffè. They recently launched their new look and they add a fresh element to the tenant mix. From a business point of view, it makes perfect sense,’ continued Sibisi.

The functional purpose of the mall environment is no longer simply about making a purchase, explained Sibisi, but rather it is a multidimensional experience. ‘Malls are shifting to more experiential features that include activations, pop up stores and kiosks. also, socialising and entertainment form an important part of the shopping process. As such, Mall Ads is offering more experiences as well as marketing and business solutions that drive shoppers from prospect to purchase. The vida e caffè outlet at Musgrave Shopping Centre is a seamless business strategy where all stakeholders – landlord, tenant and shoppers – benefit.’

Hitesh Patel, vida e caffè Business Director, explained that setting up a kiosk at the bustling Musgrave Centre is part of a strategy to roll out more opportunely-located kiosks. ‘The expansion of the brand through the implementation of strategically located kiosks – in airports, corporate offices and malls – ensures that our commitment to consistently, and now conveniently, delivering the perfect Vida experience is upheld. The convenience and location of our kiosks has opened the way for new consumers to engage with the brand.’




Everything In Business Is Marketing

Everything In Business Is Marketing
Image source: www.silverwindstudio.com

The biggest lie in marketing is almost certainly not what you’re expecting. If you ask the average business owner about marketing they will tell you: ‘I don’t have enough time for marketing.’

Whether these business owners know it or not, they are marketing their business all day, everyday. That’s because everything in business is marketing.

Here are 35 examples that support this

1. The eagerness you display, for helping your clients or customers.
2. The cleanliness and age of your company vehicles.
3. The quality of the coffee you offer people who visit you.
4. The way you speak: from the words you use to the warmth of your voice.
5. The experience you give your clients/customers, which they share with their friends.
6. The way you handle phone calls.
7. The causes that you or your business publicly support.
8. The way you motivate people to pay you on time.
9. The terms and conditions you set for working with you.
10. The brand and age of the technology you use.
11. The prices or fees you charge.
12. The type of offers you use to attract new clients.
13. The range of services you provide, especially in relation to how similar they are to what your competitors offer.
14. The confidence you inspire in others when you connect with them.
15. The way you respond to email enquiries, both in the speed and tone of your response.
16. The content you use on your website.
17. The places you choose to advertise.
18. The type of advertising messages you use.
19. The groups your business belongs to, plus those you don’t belong to.
20. The energy you have for your business.
21. The way you connect with people on social networks.
22. The time it takes you to make a decision.
23. The quality of the photos and other images you use.
24. The address you work from.
25. The type of clients or customers you choose to work with.
26. The type of clients or customers you choose not to work with.
27. The leadership you demonstrate.
28. The guarantees you offer.
29. The flexibility you show, when a client or customer has a unique challenge.
30. The professionalism of your marketing copy.
31. The working atmosphere you provide.
32. The way you communicate with your clients or customers.
33. The way you handle problems, both internally as well as external (client) problems.
34. The regularity with which you achieve deadlines.
35. The way you and your team dress.

It’s all marketing. Everything your business does (or fails to do) is marketing. That’s to say, it’s telling people a story about your business. It’s setting their expectations. It’s building confidence in your services or creating doubt. It’s telling them what your priorities are. It’s positioning your business as a sound investment or an unnecessary risk.

In short, if you run a business, you are already engaged in marketing. And you’re doing it all day, every day. So the question is never if you market your business or not. The question is whether you’re doing it correctly and intentionally or not.

This article was sourced from: jimsmarketingblog.com

Suits And Sneakers Host Marketing In 2019 Event

Suits And Sneakers Hosts Marketing In 2019 Event
Back: Lauren Woolf (Founder of MRS WOOLF) and Mike Sharman (Founder of Retroviral). Front: Khaya Dlanga (Chief Marketing Officer of rain South Africa), Owethu Makhathini (Founder of Makhathini Media) and Xolisa Dyeshana (Chief Creative Officer at Joe Public United).

On 6 February 2019, marketing professionals gathered at The Park, House of Events on 7 in Hyde Park, for the Marketing In 2019 Event hosted by Suits & Sneakers under the hashtag #SSMarketing19.

During the event, panellists hosted by founder of Suits & Sneakers Mark Sham dissected the best marketing practices for 2019 by sharing some of their thinking, tools and strategies for getting the best out of your marketing this year.

• Mike Sharman – Founder of Retroviral and author of ‘The Best Dick’.
• Lauren Woolf – Former CMO of Ogilvy South Africa + founder of MRS WOOLF.
• Owethu Makhathini – Founder of Makhathini Media.
• Khaya Dlanga – Chief Marketing Officer of rain South Africa.
• Gareth Cliff- Founder of CliffCentral.com.
• Xolisa Dyeshana – Chief Creative Officer at Joe Public United.

Some tips from the panellists:

‘Marketers should experiment at the edges, move fast and be OK with dying as that is a sign of something new to come,’ – Khaya Dlanga.

‘Credibility is far more important than popularity, so be a credible marketer instead of the most popular one. In this day and age, content is decided by the audience, not by the host anymore,’ – Gareth Cliff.

Suits And Sneakers Host Marketing In 2019 Event 1
Panel discussion: Gareth Cliff (Founder of CliffCentral.com), Khaya Dlanga (Chief Marketing Officer of rain South Africa) and Mark Sham (Host and Founder of Suits & Sneakers)

Xolisa Dyeshana stated, ‘Everyone wants to grow but no one knows where the growth will come from, hence we need to consider changing the marketing systems. Be willing to take risks and encourage and participate in a lot more collaboration projects. Go out there, learn, and actually start caring and understanding your target market.’

Lauren Woolf commented, ‘Marketers that choose creativity over conformity are more likely to succeed. I do encourage marketers to tap into the Artificial Intelligence (AI) and Virtual Reality (VR) tech space but do not forget to build the relationship and trust with the people with whom you’re dealing. Always ask yourself: what do you do? Why do you do it? And who cares?’

Panel discussion: Xolisa Dyeshana (Chief Creative Officer at Joe Public United), Lauren Woolf (Founder of MRS WOOLF) and Mark Sham (Host and Founder of Suits & Sneakers).

Owethu Makhathini said, ‘The people who are mostly marginalised are usually the most creative. So we need to brew and nurture marginalised people. Agencies should have space that allows people to be creative even if it doesn’t meet their immediate ROI.’

Mark Sharman concluded, ‘Love and care for your stuff first and let your content feedback be from the stuff.’

Suits And Sneakers Host Marketing In 2019 Event 4
Panel discussion: Mike Sharman (Founder of Retroviral), Owethu Makhathini (Founder of Makhathini Media) and Mark Sham (Host and Founder of Suits & Sneakers)

Suits & Sneakers is running a survey to understand ‘Which is the best company to work for’. They would like your help by taking the survey. They will be hosting an event to reveal all the details. You can take the survey at: SSBestCompany. 


Nielsen Releases Shoppergraphics Report

Nielsen Releases Shoppergraphics Report

South African shoppers are beset by a storm of rising prices and it seems their shopping baskets are definitely feeling the pain with the average consumer now hyper-aware of what they’re purchasing.

As a result, the latest Nielsen Shoppergraphics Report – which looks at shifts in consumer purchasing behaviour within 4,000 representative households across the country on a quarterly basis – reveals local consumers have dropped an unprecedented three grocery categories from their shopping basket.

Nielsen CPG Client Service Director Kelly Arnold commented, ‘It’s no secret that South African consumers are experiencing a severe wallet squeeze thanks to a raft of rising costs including spiralling petrol and electricity prices, the implementation of sugar tax and a VAT increase to 15%. The effect that this has had on consumer behaviour is profound and we’re now clearly seeing shoppers jumping out of some categories and consolidating their spend.’

As the household basket has become more expensive, we have also seen consumers limiting the number of trips, to 60 trips a year on average, and the top-up shop that used to be twice or three times a week has dropped to once every two weeks, with spend per trip now averaging at R210.’

Overall the volume of sales has grown by 2.8%, with the monetary value of sales growing at about 6.3%. ‘That said, we’re simply not seeing massive growth with consumers shopping less and spending slightly less; although there are instances of upgrading to larger pack sizes which may be a contributory factor to the small levels of growth.

‘Interestingly, the repertoire or number of stores that consumers visit has increased to 4.9 retailers a year. This is as extremely price conscious consumers seek out deals and are more prepared to shop around.’

An upswing in branded retail

The Shoppergraphics Report also revealed a shift towards modern branded retail outlets away from independent retail within the LSM 1-6 market. ‘The growth in usage of branded retail chains by this market could be due to the fact that more retail chains have opened stores in previously under-served areas with large, traditionally modern trade retailers having invested in this sector in the last two years. We also know that branded retail offers more competitive pricing and is therefore seen as less expensive,’ said Arnold.

In contrast, higher LSM groups are increasing their spend in independent retail. ‘The type of behaviour driving this trend is that higher LSM groups are going to branded retail for their big monthly shops and utilising independent retail outlets to do their more frequent top-up shopping. For example, ‘I’m on my way home to Soweto and I stop at the taxi rank where there is a Spaza shop nearby, and grab a couple of things as a top-up’, resulting in LSM 7-10 spending more there,’ explained Arnold.

To counter these trying times, retailers need to ensure they have the right composition of goods for their shoppers, at the right price given that positive price perception is extremely important for future success. Arnold stressed, ‘Retail data has also never been more important in order to move past tough times and Nielsen’s broad reach means an unmatched national footprint allowing for not only accurate data but in-depth understanding and insights into what that data actually means.’

What’s in and what’s out?

Drilling down to category performance, Arnold reported that consumers now purchase around 68 categories per year. ‘We have seen a move towards consumers spending more on dry groceries and perishables with staples remaining stable. The highest amount of spend is happening in frozen chicken and ready to eat cereals, sugar and UHT milk (a long-term trend) and canned meat. The latter might be because of the listeriosis crisis earlier this year, which compelled many consumers to switch from cold meats

Looking at the specific categories that have experienced the biggest declines Household/Cleaning Goods which are no longer seen as a necessity have dropped by 6% and Beverages by 6%, with Carbonated Soft Drinks (CSDs) experiencing particularly negative performance. ‘In this regard, contributing factors may well be the shift in volumes from 500ml to 450 ml size bottle within some of the top brands as well as an influx of other brands carving out a market share for themselves and now spreading their national footprint,’ explained Arnold.

NIELSEN www.nielsen.com/za/en.html

Nederburg Runs #TellMyStory Campaign

Nederburg Runs #TellMyStory Campaign

Nederburg recently set out to celebrate South Africans forging their own paths in their own inimitable ways, via an exciting national marketing campaign entitled #TellMyStory. Aimed at reflecting Nederburg’s multitude of stories, given a history that spans more than 200 years (since 1791), it also mirrors the winery’s innate nature to do things in their own unique manner.  

Nicola Coubrough, brand manager for Nederburg in South Africa explained, ‘Nederburg’s #TellMyStory campaign served as an open platform for consumers to submit their unique stories of how they’re doing life their own way to stand a chance to win their share of R200,000.’

To launch its #TellMyStory campaign, Nederburg collaborated with up-and-coming South African designer, Tshepo the JeanMaker, as well as popular street artist, Russell Abrahams, in terms of online video clips portraying their unique stories.

Tshepo Mohlala was born in Lydenburg and raised in Tsakane, a small township situated in the east of JohannesburgN. He founded his business in late 2015 in a quest to live out his passion for denim, which he says was inspired by his aunt’s classic yet quirky personal style. The stylish denim wear he creates is universal and timeless with original and eccentric nuances.

‘We also commissioned Russell to create a huge street art mural in Johannesburg’s bustling Maboneng district, using 50 of the consumer stories entered into the competition as inspiration. This public piece of art is on display until the end of February. In addition, we have featured quite a few consumer stories on our social media pages throughout the campaign period.’

‘The Tshepo the JeanMaker brand also evolved from my love for story-telling – something that’s been a part of my life since I can remember. I grew up listening to tales told by my grandmother. She was a pastor, and used story-telling as a vehicle to spread a message of hope within our impoverished community. I personally experienced the impact. Additionally, I believe that jeans carry personal stories and the more they age, the more sentimental they become to the wearer,’ explained Mohlala.

Made in Johannesburg, the Tshepo the JeanMaker products are distributed nationally and in neighbouring countries including Botswana, Lesotho and Zimbabwe.

A Cape Town-based illustrator, graphic designer and street artist, Abrahams was born and bred in the Cape Town. A graphic design graduate from CPUT (Cape Peninsula University of Technology) and a participant in the 2014 Design Indaba Emerging Creatives Programme, Abrahams is intent on conveying narratives and messages through his illustrations and street art. His work is inspired by a melange of local people and cultures, characterised by bold colour, a unique graphic style and playful nature.

‘My illustrations are bold and graphic,’ he explained. ‘I’m known to work in a very local style with vibrant colours. It stems from the society in which I live. I like for my artwork to reflect my surroundings and the pulse of our nation. There are so many interesting vibrant stories – narratives with depth – to portray!

‘I established my illustration studio to help provide young artists a leg up in the industry. I’m passionate about mentorship and creating new platforms of expression. I believe that together we can uplift communities and heal the hood with colour.’

To conclude the campaign, the cash prize winners, and their chosen partners, are all being treated to a unique dinner experience hosted by the brand together with well-known South African chef, Zola Nene, in Johannesburg and Cape Town during March.

‘We’re doing so to celebrate our winners as well as to highlight Nederburg’s sponsorship of Nene’s latest television series, Celeb Feasts with Zola. The 13-episode show is currently being broadcast on DStv’s Mzansi Magic channel. We are pleased to have received hundreds of #TellMyStory entries over the three-month campaign period and look forward to rewarding our winners for their participation,’ Coubrough concluded.


NEDERBURG nederburg.com

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