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Lux Lucet Marketing

Lux Lucet Marketing specializes in stunning photography, videography, and tailored marketing strategies to elevate your brand.

From corporate events to social media content, we bring your vision to life. Let's create impactful visuals together!

11/01/2025

At Lux Lucet Photography Wildlife, we bring the beauty of nature into focus. From the mesmerizing patterns of a leopard’s coat to the serene hues of a golden sunset over the savanna, our mission is to capture the essence of the natural world and inspire others to connect with it. Who We Are We are passionate wildlife photographers and adventurers with a deep love for the outdoors....

27/12/2024

Guerrillas Plan, Too: Crafting Your Guerrilla Marketing Blueprint

Guerrilla marketing may seem wild and unpredictable, but even the most creative campaigns require a solid plan. Being spontaneous doesn’t mean being unprepared—it means knowing your objectives, audience, and resources so you can adapt and thrive. Here’s how to map out your path to guerrilla greatness.

Step 1: Define Your Goals

What do you want your campaign to achieve? Are you looking to raise brand awareness, generate leads, drive sales, or simply create a buzz? Be clear about your objectives so you can measure success later.

Step 2: Know Your Audience

Pinpoint exactly who you’re trying to reach. Are you targeting young professionals in Sandton, students in Cape Town, or parents in Durban? Understanding their preferences, behaviours, and hangout spots will help you craft a message that resonates.

Step 3: Perfect Your Timing

Timing is everything. Launch your campaign when your audience is most likely to engage. For example, outdoor activations might work best during weekend markets, while digital campaigns can be timed for high online traffic periods.

Step 4: Identify Potential Obstacles

Murphy’s Law: Anything that can go wrong, will go wrong. Anticipate challenges like permits for public spaces, technical issues, or even bad weather, and have backup plans in place.

Step 5: Budget Like a Boss

Even guerrilla campaigns require funding, and proper budgeting ensures you don’t run out of steam halfway through. Start by listing all potential expenses: materials, permits, staffing, and contingencies. Then allocate your budget wisely, focusing on areas that deliver the highest impact.

The Secret to Guerrilla Success

Planning doesn’t mean you’re boring—it means you’re setting yourself up to win. By having a clear roadmap, understanding your audience, and staying flexible, you can execute a campaign that’s both creative and effective.

Ready to get started? Let’s bring that bold idea to life!

25/12/2024

Making an Impression: What It Means and What It Costs in South Africa

Imagine if you could simply offer your product or service and customers would magically flock to you. Sounds great, right? But let’s face it—that’s rarely the case. Most businesses need to work hard to not only create quality offerings but also ensure people know about them. Unfortunately, spreading the word usually comes with a price tag.

So, let’s break down what impressions are and what they’ll cost you, specifically tailored to the South African market.

What is an Impression?

In marketing, an impression isn’t about a poor impersonation of your favourite celeb. It’s a metric that represents how many times your ad is shown to a potential audience—one impression equals one opportunity for someone to see your ad.

Impressions are estimated based on factors like:

Foot traffic in the area where your ad is placed.

Time spent viewing the ad.

Other environmental factors, such as ad visibility or placement.

If you’re running a campaign for the first time, you’ll likely get estimates based on similar campaigns or foot traffic projections.

What Will It Cost?

The cost of impressions is typically measured as Cost Per Thousand (CPM) impressions. Here’s how it works:

1. Calculate the CPM rate (the cost to reach 1,000 people).

2. Use this rate to determine how much you’ll spend to reach your audience.

Let’s localise this example: Imagine you run a boutique in Johannesburg and want to advertise your range of sustainable clothing on a local lifestyle website. You have R10,000 to spend, and the site offers these rates:

R50/CPM for budgets under R1,000

R20/CPM for budgets between R1,000 and R5,000

R10/CPM for budgets above R5,000

Because your budget is R10,000, you qualify for the R10/CPM rate. Here’s how it works out:

Cost per impression: R10 ÷ 1,000 = R0.01 per impression.

Total impressions: R10,000 ÷ R10 = 1,000 CPM units.

Reach: 1,000 units × 1,000 impressions = 1,000,000 impressions.

With your budget, you could potentially reach one million people—an excellent reach for a niche local campaign!

Factors That Impact CPM Rates

Several factors influence the cost of impressions in South Africa:

1. Popularity of the platform: Ads on well-known platforms like News24 or social media channels cost more due to their larger audience.

2. Quality of interaction: Dynamic ads (e.g., interactive or video-based) often have higher rates.

3. Target audience: The more niche the audience, the higher the CPM, as targeting requires more effort.

4. Ad exposure time: A prominent billboard on the N1 freeway will cost more than a brief ad spot on a local radio station.

Here are some sample CPM rates in South Africa:

Outdoor ads: R10–R50

Radio: R50–R100

Online: R50–R200

TV: R150–R300

Newspapers: R200–R350

Direct mail: R1,000–R2,000

Guerrilla Marketing and CPM

Guerrilla marketers thrive on creativity, not just numbers. While CPM measures help predict audience reach, your challenge is to craft campaigns that maximize impact. For example:

Create a contest or campaign leveraging impressions: “10,000 will see this ad, 5,000 will engage, and 500 will win a prize.”

Use CPM insights to target niche audiences with attention-grabbing messages.

The real power of guerrilla marketing lies in making every impression count, turning raw numbers into meaningful connections. Now, how will you use impressions to make your mark?

24/12/2024

Stocking Your Marketing Arsenal

Picture this: You’re at a Vegas-style salad bar, faced with endless possibilities. A little romaine here, a sprinkle of bacon bits there, and maybe even some daring anchovies. By the end, you’ve crafted a masterpiece. Now imagine applying that same creativity to your marketing strategy. Mixing traditional and guerrilla tactics is like building the ultimate salad—each element adds value to the final result.

Here’s the secret: good marketing is good marketing. Whether you’re using traditional methods, guerrilla tactics, or a mix of both, what matters is how effectively you connect with your audience. Think of these tools as ingredients, and your job is to find the perfect combination to serve up a brand image that leaves a lasting impression.

Start with the Big Questions

Before diving into the buffet of marketing options, ask yourself:

1. What’s my budget? Be realistic about what you can spend.

2. Where is my audience? Are they on social media, at local events, or browsing certain websites?

3. What media aligns with my brand? Choose platforms that reflect your values and resonate with your audience.

4. What kind of interaction do I want? Decide if your campaign should encourage direct engagement or simply raise awareness.

Answering these questions will help you identify the tactics and media channels that best fit your goals.

Mix and Match Your Tactics

You don’t have to commit to just one format. In fact, combining traditional and guerrilla marketing is often the smartest move. Imagine running a print ad in a local paper to establish credibility, while also launching a quirky street-level guerrilla campaign to generate buzz. This dual approach allows you to reach a broader audience while keeping things fresh and exciting.

The key is flexibility. Experiment with different combinations to see what works best for your brand. And remember, the most effective campaigns aren’t about sticking to one formula—they’re about adapting to your audience’s needs and finding creative ways to communicate your message.

23/12/2024

Everything Old is New Again: The Evolution of Guerrilla Marketing

You’ve probably heard the phrase, “There’s nothing new under the sun.” Turns out, that applies to guerrilla marketing too. The core ideas behind it aren’t exactly new—they’ve just evolved alongside the media we use today. Guerrilla tactics were in play long before TV or the internet became part of our lives. The difference? The tools and platforms marketers now use to execute these age-old strategies.

Guerrilla Roots: The Early Days

Back in the early 1900s, crafty entrepreneurs had already figured out how to creatively connect with their audiences. Take boxing promoters, for instance. They knew how to turn heads with bold, colourful posters showcasing bare-knuckle fighters in all their glory. These eye-catching advertisements were designed to lure people in and pack the arenas. Fast forward to today, and those posters have inspired what we now call "wild postings"—strategic ads plastered across urban walls and spaces (more on that in Chapter 9).

Another example? The “newsies” of the 1900s. Picture street corners bustling with energetic kids shouting out headlines and peddling newspapers. These mini-marketers were the original street teams, acting as direct messengers for the publications they represented. Fast forward to the present, and you’ll find modern street teams doing something similar—except now they’re decked out in branded gear and promoting products with QR codes, samples, and hashtags (see Chapter 6).

The Rise of Mass Media

Then came the golden age of television. Street-level tactics took a backseat as brands discovered the power of reaching millions of people at once through the airwaves. What started as a novelty for the wealthy quickly became a household staple. TV ads became the go-to for companies to deliver their messages in creative, visually captivating ways.

But, as with all media, the novelty wore off. Today, TV ads are still effective but are facing stiff competition from the digital world. Enter the internet, the latest marketing battleground.

Guerrilla Marketing in the Digital Age

The internet has opened up an endless array of opportunities for guerrilla marketers. The principles are still the same—capturing attention through creative, unexpected approaches—but the platforms have changed. Now, the goal is to engage consumers where they spend most of their time: on social media, in apps, and on websites.

From viral campaigns to gamified ads, the web offers fertile ground for creative marketers to grab attention in ways that feel personal and interactive. The challenge now? Standing out in a world flooded with digital noise (see Chapter 12).

Same Game, New Tools

At its core, guerrilla marketing hasn’t really changed. The goal is still to grab attention, connect with your audience, and leave a lasting impression. What has changed is the toolkit available to marketers. From posters and newsies to social media influencers and augmented reality experiences, the tactics evolve with the times, but the principles stay the same.

So, while there may be "nothing new under the sun," guerrilla marketing proves that old ideas can always be reinvented for a new era. The key is to embrace the opportunities each new medium presents while staying true to the timeless principles that make guerrilla marketing so effective.

20/12/2024

Who Does Guerrilla Marketing? Spoiler: Everyone Does!

So, who’s behind all these bold, out-of-the-box marketing stunts? Is it small-time bands trying to pack their next gig? Or is it giant corporations trying to make a splash? The answer: both. And pretty much everyone in between.

In today’s world, where traditional advertising costs are skyrocketing, guerrilla marketing has become a go-to strategy for businesses of all sizes. What started as a scrappy, grassroots approach to promote niche products and causes has evolved into an industry-wide movement. Why? Because it works. Brands have realised that connecting directly with their audience in a unique and personal way not only builds trust but also cultivates loyalty—provided those interactions leave a positive impression.

Guerrilla Marketing is Everywhere

You don’t need me to tell you that guerrilla marketing is thriving; just think about the last week of your life. Maybe on your way to work, you were handed a freebie by an overly enthusiastic brand ambassador with a catchy tagline. Later, while scrolling during lunch, you entered a competition to win a spa day. Then, at home, you saw a news clip of 500 people transformed into a living sculpture garden to promote a local arts festival.

See? Guerrilla marketing is everywhere—from food brands and tech companies to charities and non-profits. Why? Because it’s cost-effective, creative, and unforgettable. It’s especially powerful for organisations with tighter budgets, like NGOs, that need to maximise impact while keeping costs low. A dynamic campaign that sparks curiosity and connects emotionally can raise awareness and drum up support far more effectively than traditional methods.

Why It’s So Popular

Here’s the thing: guerrilla marketing isn’t just about saving money (though that’s a big perk). It’s about creating a memorable experience for your audience. Whether it’s a quirky street performance or an interactive contest, these campaigns break through the noise and grab attention.

In a world flooded with generic ads, guerrilla marketing offers something fresh and exciting—something people actually want to engage with. And when done right, it leaves a lasting impression that turns consumers into loyal fans.

The bottom line? Guerrilla marketing isn’t reserved for any one type of business. Whether you’re selling burgers, gadgets, or goodwill, this approach can help you cut through the clutter and connect with your audience in a way that’s meaningful, creative, and, most importantly, effective.

So, if you’re wondering whether guerrilla marketing is for you, the answer is simple: if you have a message worth sharing, then yes, it absolutely is.

20/12/2024

Why Brands Choose Guerrilla Marketing

Let’s be honest: traditional marketing methods work. They’ve been around forever because they get results. TV, radio, and print advertising have an impressive reach and can get a message out to the masses in seconds. But here’s the thing—while they work, they’re also expensive and often lack the personal connection today’s consumers crave.

Take TV ads, for example. Sure, you can probably name a few of your all-time favourite commercials without even trying—that’s the kind of impact traditional advertising can have. But those ads cost a fortune. Think about it: you’re not just paying for airtime. You’re paying for writers, actors, directors, set designers, editors, caterers, and even the mysterious “best boy grip” (still don’t know what they do). Add the cost of broadcasting, and you’re looking at a budget that would make most small businesses faint.

And then there’s the problem of actually reaching people. Between streaming services and DVRs, fewer people are even watching those ads. Print media? Well, as much as we love flipping through a newspaper with a cup of coffee, most people these days prefer their news online—where it’s free and endless.

Why Guerrilla Marketing Works

Faced with these challenges, brands are turning to guerrilla marketing—not because it’s trendy, but because it’s necessary. Here’s why it’s such a game-changer:

1. It’s unique
Guerrilla marketing is all about doing something no one’s done before. It’s disruptive in the best way, cutting through the noise and making people stop and pay attention.

2. It’s targeted
Instead of throwing money into the advertising void, guerrilla marketing focuses directly on your audience. It’s all about being where your customers are, speaking their language, and connecting on their terms.

3. It’s cost-effective
Every rand spent in a guerrilla campaign goes towards creating a direct impact. You’re not wasting resources on audiences that don’t care—you’re zeroing in on the people who do.

4. It creates buzz
A truly unique guerrilla campaign doesn’t just get noticed—it gets people talking. And if it’s good enough, it might even land you some free press, turning a small investment into big exposure.

Can Guerrilla Marketing Work for You?

In one word: yes. Guerrilla marketing can work for almost any brand, product, or service. The key is designing something that excites and engages your audience.

That doesn’t mean you need to go all in right away. Testing the waters is a smart approach, especially if you’re working with a smaller budget. Start with a simple, low-cost campaign and see how your audience responds. If it works, scale up from there.

But what if your first attempt doesn’t deliver the results you hoped for? Don’t give up. Guerrilla marketing is about experimentation and refinement. If your campaign misses the mark, take a step back, reassess your approach, and try again with a new angle.

The Bottom Line

Guerrilla marketing is a powerful tool because it’s flexible, creative, and personal. It allows you to stand out, connect directly with your audience, and make a lasting impression—all without breaking the bank. So, whether you’re a small startup or an established brand, there’s a place for guerrilla tactics in your marketing arsenal.

The question isn’t whether it can work—it’s how creative you’re willing to get to make it work for you. Time to think outside the box and make your mark!

19/12/2024

Guerrilla Marketing: Revolutionising How You Connect with Customers

Guerrilla marketing is the maverick of the marketing world—it’s bold, creative, and unapologetically unexpected. Think of it as a shape-shifter that takes your brand’s message and delivers it in a way that captivates and surprises your audience.

The word “guerrilla” might stir up images of revolutionaries using unconventional tactics to disrupt the norm. And honestly, that’s not far from what guerrilla marketing is about—it’s all about using creativity over resources. Like the guerrilla warriors of history, who had to get scrappy to achieve their goals, guerrilla marketers leverage whatever they’ve got to stand out and make an impact. It’s a simple philosophy: Got lemons? Make the best lemonade your audience has ever tasted.

The Guerrilla Game Plan

At its heart, guerrilla marketing operates much like its military counterpart. Here’s how it works:

1. Identify your target: Know exactly who you’re trying to reach.

2. Find them where they are: Understand where your audience hangs out—online, at events, or even walking down the street.

3. Make your move, unexpectedly: Hit your audience with something so creative and unconventional that they can’t help but stop and pay attention.

This approach ensures your campaigns stand out, spark curiosity, and create a lasting impression. But here’s the catch: you can’t just rinse and repeat the same tactic. What grabs attention once may fall flat the next time if it becomes predictable. Guerrilla marketing demands constant innovation and adaptability.

Why Guerrilla Marketing Works

Guerrilla marketing levels the playing field. You don’t need a multi-million-rand budget to make an impact. What you do need is imagination, resourcefulness, and the willingness to do things differently. While traditional marketing methods rely on familiarity and repetition, guerrilla marketing flips the script. It uses the same tools—like print, TV, and billboards—but in fresh, unexpected ways.

Here’s the magic of guerrilla tactics: they create intimate, memorable experiences. A great guerrilla campaign doesn’t just push a message; it pulls consumers into a story. It’s not just about showing your audience a product but making them feel something real about your brand.

Examples of Guerrilla Genius

Let’s say you have a billboard to advertise your brand. A traditional marketer might slap on a product photo, a tagline, and call it a day. But a guerrilla marketer? They see a blank canvas begging for creativity. They might:

Add motion sensors so the billboard interacts with passers-by.

Print nothing but a tiny web address in the centre, leaving people curious and intrigued.

Turn the billboard into a multimedia experience, with lights, sounds, or live performances.

The point is, guerrilla marketing reimagines the ordinary, transforming it into something unforgettable.

Guerrilla Marketing is About Relationships

Guerrilla marketing is often called “relationship marketing” or “love marketing,” and for good reason. At its core, it’s about building genuine connections. In a world where robocalls and automated messages are the norm, a personal, creative touch feels like a breath of fresh air.

When done right, guerrilla marketing doesn’t just win customers—it wins advocates. It creates a buzz, gets people talking, and inspires them to share your message with others. And that’s the real power here: creating a ripple effect where your audience spreads the word for you.

In a nutshell, guerrilla marketing is about being bold, innovative, and relentlessly personal. It’s not just about selling a product; it’s about sparking curiosity, building trust, and creating an experience your audience won’t forget.

So, are you ready to think outside the box and go guerrilla? Your audience is waiting for something remarkable—time to deliver.

18/12/2024

Back to Brand Basics: Hitting Your Marketing Bullseye

Imagine you’re at an archery range. You’ve got your bow, a quiver full of arrows, and—if you’re feeling dramatic—a Robin Hood costume. Now picture yourself placing an arrow on the bow, spinning around blindfolded, and letting it fly. Sounds ridiculous, right? That’s exactly what launching a marketing campaign without a clear strategy looks like. You’re shooting blind, hoping something will stick. Spoiler: it rarely does.

To avoid this chaos, you need to start with the basics: what your product or service is and who you’re trying to reach. This foundation allows you to set clear goals, take precise aim, and craft a marketing strategy that actually hits its target.

The Power of Focus

When you take the time to define your brand and understand your audience, you can make smarter, more intentional decisions. This focus doesn’t just save you time and money—it also maximises the impact of your efforts. Think of it as adopting a “zero-waste” approach to marketing. By knowing exactly who you’re targeting, you avoid pouring resources into audiences who don’t need or want what you’re offering.

For example, if you’re selling baby strollers, there’s no point in running ads at midnight in hotspots around the city. Let’s be real—your target audience (exhausted parents) is probably passed out, clutching a bottle of baby formula, praying their little one sleeps through the night. Instead, you’d want to reach them where they are—on parenting forums, in baby stores, or scrolling social media during nap time.

Cherry-Picking Your Audience

Understanding your brand basics allows you to narrow your focus and speak directly to the people who matter most. This doesn’t mean ignoring others completely, but it does mean avoiding wasted energy on irrelevant audiences. Every rand you spend on marketing should work toward connecting with the people who genuinely need what you’re offering.

How to Stay On Target

To ensure your marketing campaigns are on point, take the time to answer these questions:

1. What am I offering? Be crystal clear about your product or service and what makes it unique.

2. Who needs it? Identify your ideal customer—what they do, where they hang out, and what they care about.

3. How do I reach them? Find the channels and messaging that best resonate with your audience.

When you start with a solid understanding of your brand and audience, you’ll be in a much better position to hit your marketing bullseye. Instead of wasting time and resources flinging arrows in random directions, you’ll have a clear aim—and that’s what makes a marketing strategy truly effective.

Take the bag off your head, line up your shot, and let your campaign fly with purpose. You’ve got this!

17/12/2024

Marketing 101: Decoding the Basics for South African Businesses

Marketing, advertising, public relations—these buzzwords get tossed around so often that they’ve almost lost their meaning. Let’s be honest: even some professionals in these fields struggle to define them. But no worries! I’ve got a simple, relatable explanation to help you out.

Picture this: You’re a guy on a date, trying to impress your crush. If you compliment your date by saying how smart, charming, and amazing they are, that’s marketing—you’re saying the right things to the right person. Now, if you go on about how great you are instead, that’s advertising. And if a random stranger pops in to say, “This guy is the best thing since biltong,” that’s public relations.

At its core, marketing is about connecting with people on a personal level, making them feel valued, and offering solutions to their needs. Done right, marketing doesn’t just sell a product or service—it creates an emotional connection between your audience and your brand.

Why Bother With Marketing?

If you’ve ever skimmed a headline like, “Mzansi-Cola launches R2M marketing campaign,” and thought, “Why not just pocket that cash and live the soft life?” you’re not alone. But here’s the thing: marketing isn’t just spending money—it’s making money. Whether you’re a small-town spaza shop or a national franchise, marketing helps you reach your target audience, tell your story, and shape how people see your brand.

Let’s say you’ve designed the ultimate gym wear for South Africans—gear that’s perfect for sweaty summer sessions and chilly winter runs. You’ve spent months perfecting your range, but here’s the catch: if no one knows about it, it might as well not exist. Marketing is how you take that product and show it to the world, turning your passion into profit.

For example, you might partner with local influencers—those fitfluencers and fitness coaches we all follow on Instagram—to wear and promote your brand. Or, you could create bold, eye-catching ads with slogans like, “Gear Up. Show Up. Dominate.” These campaigns build a perception: your brand isn’t just an option—it’s the option.

The Cornerstones of a Killer Marketing Plan

You don’t need a marketing degree to pull off a solid campaign. What you do need is a clear understanding of your brand, your audience, and a healthy dose of creativity. Start by asking yourself these essential questions:

1. Who am I trying to reach?
Who are your ideal customers? Are they young professionals in Cape Town? Soccer moms in Pretoria? Start with your core audience, then branch out.

2. What am I trying to sell them?
Are you promoting a product, service, or idea? What action do you want your audience to take—visit your store, subscribe to your service, or tell their friends?

3. Where can I find them?
Think about where your target audience hangs out, both physically and online. Are they at school sports events, Sunday markets, or scrolling TikTok? Be where they are.

4. When should I reach them?
Timing is everything. If you’re selling sleep aids, advertising during the morning traffic report might not be your best bet. Pick a time when your message will resonate.

5. Why would they care?
What makes your product or service stand out? Why should they choose you over your competition? Get clear on the unique value you bring to the table.

6. How can I stand out?
Look at what your competitors are doing and think bigger, bolder, and better. Whether it’s through humour, storytelling, or exclusivity, find your edge.

Don’t Stress—Strategise

Creating a marketing plan doesn’t have to feel like climbing Table Mountain with no water. Strip your business down to its basics, figure out who you’re trying to reach, and craft a message that speaks to them directly. Keep things authentic, consistent, and uniquely you.

Remember, marketing isn’t about being flashy or over-the-top. It’s about making connections, building trust, and showing your audience that your product or service is something they need in their lives. And who knows? With a little creativity and effort, you might just become the brand everyone’s talking about at the next braai.

Let’s get started—your customers are waiting!

16/12/2024

Chapter 1: Stepping Into the Jungle – Your First Taste of Guerrilla Marketing

Welcome to the jungle—no, not that jungle. This one’s way cooler (and less mosquito-infested). I’m talking about the wild, creative world of guerrilla marketing, where rules are more like suggestions, and your imagination is your best weapon. If you’ve got a machete, a pair of cargo pants with way too many pockets, and a curious mind, you’re already halfway there. The only thing missing? A killer strategy—and that’s where this guide comes in.

So, what’s guerrilla marketing all about? You’ve probably heard the buzzwords: “out-of-the-box,” “viral,” “grassroots.” But let me break it down for you: guerrilla marketing is about reaching your audience in ways they don’t see coming. It’s not about flashy ad budgets or cookie-cutter campaigns; it’s about using creativity, cleverness, and the tools you already have to genuinely connect with your customers—both the ones you have and the ones you’re aiming to snag.

Here’s the beauty of guerrilla marketing: you don’t need a huge budget. Chances are, you’re already sitting on a treasure chest of untapped resources, just waiting to be put to work. Your mission, should you choose to accept it (and I hope you do), is to craft campaigns that create memorable, direct connections with your audience.

Now, I know this might sound a bit overwhelming at first, but trust me—it’s exciting. The world of guerrilla marketing is all about embracing the unexpected and thinking like a rogue strategist. And as you read through this chapter (and the ones to follow), you’ll start to see how every idea, resource, and tactic can work together to create something truly unique.

So, are you ready to swing into action and make your mark in the guerrilla jungle? Let’s dive in and figure out exactly what this adventure is all about. By the end of this, you’ll not only know the lay of the land but also have a few tricks up your sleeve to tackle it head-on. Let’s get started!

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