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Craft & Cluster

Author: Heather Daenitz

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Welcome to the Craft & Cluster Podcast, hosted by Heather Daenitz, the owner & photographer of Craft & Cluster, a photography and social media consulting company based in Santa Barbara Wine Country. On this podcast, we are going to dive into how to market your wine in the digital age. We’ll talk about easy social media marketing strategies as well as email list building, influencers, and website optimization.Tune in every Monday to learn actionable marketing strategies that will get you results, eliminate your overwhelm, and get you back to doing what you love!
21 Episodes
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One of the complaints I get most when I'm taking on a new social media management client is that they simply do not have the time to plan their marketing content and don't know what to post in the first place.Before they come to me, I see one of two things happening: they either posting something on the fly (which rarely delivers results or meets their marketing goals) or they don't post anything at all (which DEFINITELY doesn't deliver results of help meet their marketing needs).I was there once too, but then I learned how to use the process of batching to create more content in a smaller amount of time. So, in this episode, I am going to walk you through the step-by-step framework I use to batch plan content for myself and my clients every month.Resources Mentioned In This Episode:Episode 16: Measuring Your Success on InstagramDigital Instagram & Facebook Scheduler: PlannThatInstagram Field Guide Course WaitlistBook a 1:1 Instagram Strategy Session with Me!For the Show Notes, head to https://www.craftandcluster.com/020Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
I am currently recovering from getting my second Covid-19 vaccine and though I am extremely excited about it, it really knocked me on my ass. So, in an effort to preserve my energy, and work smarter not harder, I have decided to pull some audio from one of my more popular Instagram Lives I did back in March.Appropriately enough, in this live, we talked about why "going viral" is not a strategy, and what you can do to grow in a more sustainable and predictable way in the future.If you would like to watch the unabridged replay of the Instagram Live, complete with post live Q&As, me getting distracted by dogs walking by my house, and my own dog jumping on my lap, then click here: WATCH LIVE REPLAYConnect with me on Instagram @craftandclusterWould you like to be a guest on the podcast, or do you have a topic you wish I would cover in a future episode? Email me at podcast@craftandcluster.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
Nathan and Courtney Marton (known as Winery Reflections on Instagram) don't consider themselves "wine influencers" in the traditional sense. In fact, they consider themselves more along the lines of wine writers, penning thoughtful tasting notes and reviews and interesting wines crafted by unique wineries across the globe. In today's interview, I talk with them not only about what wineries can and should expect from influencer partnerships but also how burgeoning wine influencers/communicators/writers (whatever you want to call them) can give value to the wineries they are serving.Connect with Courtney & Nathan:Instagram: @wineryreflectionsWebsite: https://wineryreflections.com/Email: wineryreflections@gmail.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
Today I was joined by guest co-hose Chelsea Boss of SeaBoss Marketing a chat all about wine branding! We interviewed Lindsay Regan and Byron Hoffman of Offset Partners, a brand design and technology company serving the wine industry all about what branding even is, how it's different from marketing, and how to discover your own brand's identity. Important linksOffset Partners Website: https://offsetpartners.com/Offset Partners Instagram: @offsetpartnersConnect with Chelsea boss of Seaboss Marketing on Instagram: @seabossmarketingConnect with Heather Daenitz of Craft & Cluster on Instagram: @craftandclusterHave something you'd like me to cover on the podcast in the future?  Send me an email at podcast@craftandcluster.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
At the start of every good marketing strategy is a goal or goals that you are reaching towards. But how do you know if the content you're putting out is actually helping you meet those goals?Today we talk about how you can use Instagram Insights and Analytics to determine whether or not your content is working for you OR if you're going to need to course correct!Resources mentioned in this episode:Instagram Insights Tracking Tool:www.craftandcluster.com/016PlannThat Instagram PlannerFollow me on Instagram @craftandclusterDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
As we’ve talked about multiple times on this podcast, Millennials and Gen Z are using their buying power to highlight and support their own personal values.  This includes purchasing products that are responsibly made and sustainable. Today, I invited Beth Vukmanic Lopez, the program director for SIP Certified (which stands for Sustainability in Practice), onto the podcast to talk with us about why communicating your sustainability in your marketing is important in ensuring your brand’s economic sustainability.Beth even lists a few resources on HOW to communicate your sustainability in your various marketing channels.Resources Mentioned in this Episode:Social Media & Sustainability FREE Online Workshop Seasons of Sustainability PDF NewsletterInstagram: @sipcertifiedwww.SIPcertified.orghttps://www.vineyardteam.org/scholarship/Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
In today’s episode, I talk with Nathaniel Crawford who is a Chicago-based commercial food, portrait & lifestyle photographer, learned home baker, and a person who stutters. He has worked with numerous brands like Aberlour Scotch Whiskey, Aunt Millie's Bread, and Godiva Chocolate!I started following Nathaniel on Instagram last year, finding his food photos engaging and evocative.  We began talking regularly in the DMs about photography and marketing as they relate to the food and beverage industries and our conversations were so good that I knew I had to have him on the podcast!In fact, we had so much fun talking that the original recorded conversation was about 3 hours long! I trimmed it down as best as I could to 1 hour but it is clear that I’m going to need to have Nathaniel back on the podcast soon.Connect with Nathaniel:Instagram: @capturesbytkcoWebsite: https://www.capturesbytk.com/__Connect with HeatherInstagram: @craftandclusterWebsite: https://www.craftandcluster.com/Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
If you're looking for a wine brand that absolutely crushes it on social media, look no further than Tablas Creek Vineyard!On today's episode of the Craft & Cluster Podcast, I talked with Ian Consoli, the marketing director for Tablas Creek, one of my absolute favorite wineries on the central coast. In this conversation, Ian and I talk about the importance of listening to your audience and how a good company culture is crucial to the success of any business.  Indeed, much of our conversation centers around how Tablas Creek’s successful marketing efforts are due in large part to their team’s ability to collaborate and support each other.Follow Tablas Creek online:Blog: https://tablascreek.typepad.com/Instagram: @tablascreekFacebook: Tablas Creek VineyardTwitter: @tablascreekYouTube: Tablas Creek (Let's help get them to 1000 subscribers!)You can contact Ian directly at ian@tablascreek.comIf you found this episode super valuable, PLEASE rate and review it, and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe!If you have any questions, feel free to email me at podcast@craftandcluster.com and if you would like to learn more about me and my services, head to www.craftandcluster.com!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
In about mid-January, I finally got an invite to one of the most coveted social media platforms in 2021: Clubhouse. For those who don't know, Clubhouse is a new social media platform that uses the power of voice as a means of connecting people far and wide. It was on Clubhouse that I connected with the amazing wine communicator, Renée Sferrazza, known as @wine.by.renee on Instagram. Renée is a Certified Sommelier with the Court of Master Sommeliers; she’s also a writer, communicator, consultant, and host who is breaking down the world into simple sips, one glass at a time. I invited Renée onto the podcast to talk to us about this new social media sensation and give some actionable tips on how and why brands should be using it to create deeper connections with their fans online.Join Renée's room on Clubhouse every Saturday at 8pm EST/5pm PSTFollow Renée on Instagram and Clubhouse at @wine.by.renee Follow Heather on Instagram and Clubhouse at @craftandclusterOther ways to connect with RenéeEmail: r@reneesferrazza.comWebsite: www.reneesferrazza.comDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
One of the biggest complaints people have about marketing is not knowing what to post on social media or what content will perform well in emails, so today I am sharing three strategies I use to generate ideas for content on the regular.  RESOURCESI am hosting a webinar on March 2, 2021 at 5pm PST where I will help you plan your content for the month of March!Head to www.craftandcluster.com/webinar to register!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
Chelsea Boss of SeaBoss Marketing is back for another episode of the Craft & Cluster Podcast, this time to help you decide if your email marketing sucks!  The good news is, if it does, she is here to clear that shit up for you.  In this episode, we talk about how the "spray & pray method" of emailing your entire list without segmenting is bad news bears and we give you a few actionable strategies to help you improve your email marketing strategy this week!To get on the waitlist for Chelsea's Wine Email Marketing Masterclass course just head to https://seabossmarketing.com/waitlistIf you found this episode super helpful don't forget to rate and review it, and please, tell me where you're listening by tagging @craftandcluster on Instagram!Get into contact with Chelsea@seabossmarketingDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
Today we are talking all about how to use the power of storytelling to sell your wine online!Articles, Books, and Resources Mentioned in this Episode:The Science of Storytelling: Why We Love Stories by Joshua VanDeBrakeBuilding a StoryBrand: Clarify Your Message So Customers Listen by Donald MillerThe Seven Basic Plots: Why We Tell Stories by Christopher BookerIf you found it super valuable be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram.  And to make sure you never miss an episode, be sure to subscribe wherever you like to listen!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
In today’s episode, we are talking with Brian Simas, an Alcohol Beverage Attorney based in Los Alamos, California. Brian provides experienced counsel to alcohol beverage and agribusiness industry stakeholders, with emphasis on industry commercial and real estate transactions, mergers & acquisitions, and alcohol beverage licensing / trade compliance.In addition to his practice, Brian is a Professor in the Wine and Viticulture Department at Cal Poly San Luis Obispo where he teaches an upper-division course in wine law and compliance. Brian previously taught wine law and compliance as an Adjunct Professor of Law at Pepperdine University School of Law and regularly speaks at symposiums, universities, and continuing education seminars on alcohol beverage law. In this episode, Brian and I talk about how wine brands can stay legal while marketing their wine on social media, and give practical tips on some social media best practices.___References in this Episode to look up:Labeling & Advertising of Wine: 27 CFR Part 4Prohibition | Tied House Laws: 27 CFR Part 6Notable Exception: 27 CFR 6.98California Business & Professions Code 25500Notable Exception: Code 25500.1California Business & Professions Code 25502California Business & Professions Code 25503.4 & 25503.56Connect with Brian:wineattorney@gmail.comhttps://www.simaslawfirm.com/Other Useful Resources:STAYING LEGAL WITH SOCIAL MEDIA by Tracy Genesen, Vice President and General Counsel, Wine Institute | Direct to Consumer Wine Symposium 2019 | January 24, 2019___Disclaimer:  The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download thDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
Today’s episode is very special as I am currently celebrating my two year anniversary of being in business! So I thought it would be fun to take questions from you on Instagram about what I’ve learned in the last two years of running a wine photography & social media marketing business!The questions I got from you all were really deep and great for me to think about and share:What’s your why?What were your biggest wins and lessons learned in these two years?How are you setting goals for the future of Craft & Cluster?What would you do different business strategy-wise?How long did it take you to get confident tooting your own horn?When you wear ALL the hats, how do you plan for growth and not let the day-to-day bog you down?What sort of support system have you built around yourself for when times get tough and how does it help you?How do you overcome artistic blocks?If you found this episode super valuable be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram.  And to make sure you never miss an episode, be sure to subscribeDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
We have a very special guest on today’s episode, my friend Simonne Mitchelson, a fellow millennial woman in the wine industry, who I have had the immense pleasure of getting to know in the last year.  Today we are talking all about how wine brands can successfully market to Millennials and Gen Z, how we can be more inclusive as an industry, and how millennials, wine, and social justice are no longer things that can be separated.Resources mentioned in this episode:Wine Enthusiast Article: Millennials and Gen Z Could Save the Wine Industry BY AMBER LUCAS Annual Women in Wine Conference:  Batonnage Forum: Stirring up the Conversation on Women in WineAll-natural marketplace by all-black artisans: BLK & GRNResources for Black Wine ProfessionalsPLEASE DONATE TO THESE SCHOLARSHIPS:Cal Poly Scholarship for Black, Indigenous, People of Color in Wine and ViticultureMajor Taylor Wine  FellowshipBrands Mentioned in this Episode:Bodega de EdgarRaft WinesWhitcraft WinesZafa WinesDomestique Wine ShopFollow Simonne on Instagram to keep up with her on her various amazing products including her upcoming secret wine projects!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
In today’s episode, we talk about why people follow wine brands on Instagram, why they unfollow, and what types of content people want to see more or less of.See full show notes at https://www.craftandcluster.com/005Mentioned in this episode:Amber LeBeau of the Spit Bucket Blog's articles:"Stop Scaring the Newbies""Why do Wineries Instagrams Such So Much?"Get on the waitlist for the Instagram Field Guide course by visiting the link below:https://www.craftandcluster.com/course/If you found this episode super valuable, be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe on Apple Podcasts, Spotify, or wherever you like to listen!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
Welcome to Episode 4 of the Craft & Cluster podcast!In today’s episode, we will talk about the importance of serving your audience before you sell to them.If I’ve learned anything from 2020, it’s that nurturing one’s audience is of the utmost importance, especially in times of crisis.In the wake of the announcement that we were to shelter in place in March of last year, I received dozens of emails and social media communications from companies I hadn’t heard from in months (and in some cases, YEARS) all of a sudden asking me for my support.You probably got a lot of those types of emails too, and if you are anything like me, you were at least slightly annoyed.Listen, I don’t blame these companies.  We had no idea how to handle that situation at the time, but what I will say is this: the companies that had consistently shown up in my inbox and my social media feed before the lockdown didn’t need to ask for my support. I was already giving it.I say this to highlight the importance of showing up and nurturing your audience consistently rather than only showing up when you need something.That way, when shit hits the fan (like in this global pandemic), your audience doesn’t feel like your parents did when you would only ever call them for money because you were on your last Cup O’Noodles (sorry, mom!)Here are the three things you should do to serve your audience before you sell to them:Share Valuable Content 80% of the time and give direct calls-to-action 20% of the time.Give excellent customer service on social media by responding to your comments and DMs quickly.Be consistent in your digital marketing communications by sharing content at least once per week. If you found this episode super valuable, be sure to rate and review it and spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram. And to make sure you never miss an episode, be sure to subscribe on Apple Podcasts, Spotify, or wherever you like to listen!Resources Mentioned in this Episode:Social Media Success for Every Brand by Claire Diaz-OrtizGet on the waitlist for the Instagram Field Guide course by visiting the link below:https://www.craftandcluster.com/course/Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
In today’s episode, we are talking about what NOT to do on Instagram and what TO do instead!As a social media manager, nothing is more frustrating to me than seeing brands I love making easily avoidable mistakes on Instagram.Back in August 2020, I had finally had enough and decided to go live on Instagram to talk about all of the things I wish brands would stop doing on Instagram and what I suggest they do instead.  It remains one of my most popular Instagram lives to date, so today I wanted to go over those five don’ts and do’s of Instagram once again, so that you can stop wasting your time on b.s. strategies that DON’T WORK.These 5 DON'TS includeDON’T post to your feed multiple times per day. Instead post 2-3 quality feed posts per week and save your daily posts for your Instagram storiesDon’t split your feed photos into multiple posts that only look good in your grid but instead use a carousel post to give your audience amazing valueDO plan and schedule your posts in advance but don't use the auto-post feature on your planning app, just post them manually.Don’t post and ghost, instead spend 5 minutes before and five minutes after you post to engage with your audience.Don’t forget the three E’s of Social Media which are to Entertain, Educate, and Engage your audienceIf you think I missed something or you have any questions at all, please connect with me on Instagram @craftandcluster! I love chatting with you in the DMs and would love to hear any hot takes you have. And to make sure you never miss an episode, be sure to subscribe on iTunes, Spotify, or wherever you like to listen!  Resources mentioned in this episode:PlanolyLaterMy favorite Instagram planning app:PlannThatGet on the waitlist for the Instagram Field Guide course by visiting the link below:https://www.craftandcluster.com/course/Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
In today’s episode, we welcome my friend Chelsea Boss of SeaBoss Marketing, who will be a regular contributor to the podcast! Chelsea & I will be outlining  5 steps to plan your entire marketing strategy and then show you how to build out your content calendar for the year, so you can put your content creation on cruise control each month.GET YOUR FREE MARKETING STRATEGY WORKBOOK HEREThe five steps to plan out your Marketing Strategy are:Step One: Define your mission statementStep Two: Complete a SWOT AnalysisStep Three: Define your target audienceStep Four: Create three marketing objectives (AKA marketing Goals)Step Five: Create specific initiatives to achieve each objectiveOnce you've completed your marketing strategy for the year, you'll then want to start applying those strategies to an actual calendar for the year. Start by laying out the kinds of things we do quarterly. Wine is a product of farming, so we have certain things that happen with the seasons:Winter: dormancy & holidaysSpring: bud break and rosé releaseSummer: veraison and travelFall: Harvest and holiday prep Then break that down further by month into holidays that we typically run promotions for, like Valentine's Day, Mother's Day, & Christmas, to name a few.Once we’ve laid out the holidays and seasonal activities (like rosé releases), I want to encourage wine brands to count backward by about 4 to 6 weeks so you know when you’re going to need to hire your photographer or videographer for your content assets.Follow Chelsea on Instagram at@SeaBossMarketingFollow me on Instagram at@craftandclusterResources Mentioned in this Episode:Marketing Strategy & Content Calendar WorkbookBuilding a StoryBrand by Donald MillerDisclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
We are starting from the ground up today and talking about how to get going with marketing your business on Instagram!I had no idea what I was doing when I first started marketing on social media, but I did know that I needed to have a strategy.Today, we are going to go over the steps I took to create and build up my first two wine brand accounts, as well as a few tips I’ve picked up in my four years of marketing wine on Instagram. Here they are:Know Your PurposeIdentify your Target AudienceSet up or overhaul your profile by optimizing yourUsernameName fieldBioCall to actionLinks & contact infoCreate your content categoriesPost your first nine postsBonus: get consistent by scheduling what days you’ll post moving forwardOkay, now it is your turn! I find that it’s easy for people to just listen to podcasts like this and then NEVER take action on it, so, YOUR MISSION SHOULD YOU CHOOSE TO ACCEPT IT: Put half an hour on your schedule today to outline each of these steps we talked about above for your wine brand. And because I really care about you and I want you to succeed, as an incentive: the first three of you to do this will receive a FREE Instagram bio audit from me when you email your finished outline to podcast@craftandcluster.comAlright, get outlining!Brands mentioned in this episode:Camins 2 DreamsBrave & MaidenSeaBoss MarketingResources Mentioned in this episode:Building a StoryBrand by Donald MillerPlannThat Instagram planner & SchedulerGet weekly Instagram tips delivered to your inbox every week: www.craftandcluster.com/subscribeIf you found this episode super valuable, be sure to spread the love by screenshotting, sharing, and tagging @craftandcluster on Instagram so I can connect with you and see all the awesome ways you’re implementing what you learn here. And to make sure you never miss an episode, be sure to subscribe on iTunes, Spotify, or wherever you listen! I’ll see you next Monday!Disclosure: Some of the resources mentioned in this show and in the show notes contain affiliate links. I may make a small commission from purchases made through some of those links, at no extra cost to you. I promise to only ever link products I know and believe in! Do know that any purchase you make via one of these affiliate links is greatly appreciated, as it will allow me to continue to provide free content to you!Disclaimer: The information contained on this podcast and the resources available for download through the accompanying website are for educational and informational purposes only. ​ The information contained on this podcast and the resources available for download through the accompanying website is not intended as, and shall not be understood or construed as legal, financial, tax, medical, health, or any other professional advice.
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