The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 5 months ago

Send Gifts That Leave a Lasting Impression w/ Chelsea Martin

ABOUT THIS EPISODE

You’ve just introduced yourself to an important prospect. It went well, but you want to make sure that great first impression resonates by sending a gift. It needs to be something unique that always sparks joy, like your family cookie recipe. Wait…why not the family cookie recipe?

Today’s guest, Chelsea Martin, Co-Owner of Noms Bake Shop, can help you do just that. She joins me on the show today to talk about how you can elevate your corporate gifting into something meaningful and memorable with cookies.

We discuss:

  • How Noms got its start
  • The art of corporate gifting
  • How to make a lasting impression

    Now that you know how to send gifts that leave a lasting impression, are you ready to master acquisitions as a growth strategy or learn the secrets to personalizing at scale? Check out the full list of episodes: The B2B Revenue Executive Experience.

You're listening to the Bob RevenueExecutive Experience, a podcast, dedicated ELP executives, train theirsales and marketing teams to optimize growth, whether you're looking fortechniques and strategies were tools and resources. You've come to the rightplace. Let's accelerate your growth in three to one: Welcome E e one to the Bto be revenue executive experience. I'm your host, Chats Anderson Today we'retalking about wait for it cook case now. Those that listen to this podcastregularly know that I have an affinity for Harley David Sons and for JackDaniels and just recently whiskey barrel aged out beer, which I found acouple weeks ago, which is a new favorite, but I have been addicted tocookies since I popped out and we're going deep on how cookies can impactyour business revenue overall satisfaction in life today to help uswe have with his Cosa Martin coner of NAM's Bake Shop, the industry expert inthe art of convenient corporate gifting. That leaves a lasting impression.Welcome to the show I have to I'm pissed that this is virtual, because Ireally could go for that smell that cookie smell right now, but one of themjump into like the first question we ask: is people who know you throughbusiness only what is something you're, passionate about that? Those that onlyknow you through business might be surprised to learn besides cookies mepersonally or a person well interesting. Never an asked that question. I thinksomething that might surprise people is I'm actually a competitive body builder.So I special or I m very passionate aboutdoing physic competitions, and I do that as my hobby. So I guess it's likethe ultimate balance of cookies. A is one hell of a balance yeah. So actuallythat's been on my mind. A lot too lately, I'm about seven days out from ashow, and so I guess when I'm not slinging cookies, I'm working with theBar Bells.

That is that is awesome, and it is theit's ultimate balance. ALOFI balance I am kind of taking it back. I've neverhad a body builder on the show before that's awesome, very, very cool. I got to ask: How didyou get into that? Oh Man, I think it's it's kind of a weird. I don't know, Iguess introduction to it, but my husband and I were we moved about fourand a half years ago. We somehow thought that we could work remotely inthe forest on our company, so we moved to Dorando Colorado and lived there. Itlasted about ten months, so we didn't last very long, but who we were there.We were just kind of up in the forest and I was just feeling in general kindof uncomfortable in my own skin, but also like. I really I've been athletic.My whole life, but I've really craved some sort of goal to push towardsoutside of well as an adult, because I haven't been, I'm not part of a sportsteam, I'm not doing any kind of anything like that, like you do inschool, and so I really craved that, but it wasn't, I try to trapline and itjust didn't really. I didn't catch the bug, and so I hadn't really found afooting and- and I knew a few girls that had competed before and I likedthe idea, because I'm a very independently motivated person. So Iliked this idea of being able to really push myself, but I needed somethingthat would scare me and being in a bikini on a stage is scary. So I toldmy husband- and I said you know I'm thinking about doing this and and hewas awesome, so he showed me- I didn't even know really how to lift. So heshowed me how to lift. He got me kind of set up on the fundamentals and Ijust took it and went from there and after my first competition I caught that bug of wanting to bringsomething better and better, and I really like loved it. So it's beenabout four and a half years that I've been doing it now and it's justsomething really cool on the side that I can wake up early in the morning andthere's you know a carved out amount of...

...time that I'm really pushing myselftowards something. And then I give all of myself to work so it's kind of Niceto have that type of thing and holds you accountable in the sense of youwant to keep bringing your best to that. So that's kind of fun in it. That'sawesome, all right, very cool, very cool. So all right! So let's talk aboutthe cookies yeah, so convenient in home, you convenit gifting, so everybody- andit's funny. I was just talking to somebody else about the digitalpollution that we're all trying to wade through right, more more email,slackens, just text messages, I'm even getting marketing texts to my phone now,which I find highly invasive, and so there's always noise right. And so how did you come up with this idea fornoms? Where did this come from to kind of Pierce this digital pollution? VailYeah? Absolutely so it was a series of fortunate events or just a bunch ofevents happening at once. I'm not sure that my husband and I and his family.Actually, we e all kind of started this company together and it started reallywith going way back. My husband has two sisters and while they were growing up,their father used to bake cookies, just as a hobby on the side, and he wouldbring them to sporting events. He would make them during the holidays, justsomething for the neighborhood and it was really about bringing peopletogether and as they grew up their family, I mean the r their dad wasreally known. As the cookie man, you know, the he'd bring them to sportingevents are they're bringing cookies. You know, and everyone had such apositive reaction to him, but I think that my husband and his sisters, theirstandard was set high and they had no idea so to them it was just normalcookies and everyone else is saying how great these cookies are. But it wasjust the norm, and so I don't think that they really thought anything ofmaking a business out of it. And then, when my husband was older and westarted dating his dad actually made...

...like a care package of just baked goodswhen he was going on vacation with my family and so he's just sent him overand just to be a nice gesture and everything and of course my family wentcrazy, which was a normal reaction, but they did this the standard thing that Ithink anybody does when you're good at something which is you should sell this.You should sell this. You know and he's a retired computer programmer he's notreally interested in necessarily starting a company, but wethought it might be a really fun hobby to actually just bake them locally andsell them at different companies. You can go in as a vendor, so just like anonsite vendor for the month or something so it was then that I thinkmy husband Trevor started to see the reaction of a lot more people and thatthey really loved this product. I think that's where they start to take itseriously like okay, these aren't just friends and family. These people don'towe US anything but they're lined up to have these cookies every week or everymonth, depending on where they are so there might be something here so at the same time, they're realizingthat with this product, my husband and I like my parents, own a company, sothey get a lot of corporate gifts and it was around the holidays. We'd goover to their house and they would have gift baskets just kind of lined up onthe counter, which is great. I mean it was great for me, I'm like a littlescavenger going through like, but they all were the same. And while it's areally nice gesture, I think it made us start to really reflect on the processof corporate gifting. So around the holidays, for example, you need to sendthe gift and you need to send it to it, could be ten business parters. It couldbe fifty, it could be five hundred, but you need to send a gift. Well, how doyou do that when you're one a business owner so you're on a crunch, for timeand to you have so many recipients? So how do I make this personal likely? Idon't I mean likely. I am just picking a gift basket, because I really need tosend something: I'm in a hustle. Well, that means you're sending a lot of giftbaskets and you're likely also...

...receiving a lot of gift baskets. So inseeing all of that, and especially seeing that the contents were all kindof the same, we started a brainstorm. How can cookies? How can these cookiesfit into the corporate gifting world in a meaningful way? That is a step abovethat gift basket, and so that's how nom started to become more of a customizedcorporate gifting product and so what we did as we actually really focusedheavily on our packaging in addition to our product qualities, so oftentimesyou'll find one or the other. You find really amazing cookies, but they're inyou know hand sealed with a sticker boxes that kind o no o what they are, but as a gift, wereally wanted the presentation to be amazing as well, and that's becauseobviously you're sitting up for the holidays, but also there's corporategifting, for so many different reasons. Like prospecting and making a firstimpression getting your foot in the door, and so we hyper focused ondelivering a product that was polished and really appealing, and so we did. Weworked on individual wrapping for each of the cookies to make them brighten tomake the boxes shiny and Polish, but then also that custom ization component.We brought a bunch of equipment in house so that we could customize onsite your logo or your messaging or personalize it with their name, and wecould do it really fast so that you weren't waiting. You know sevenfourteen twenty one days for a personal gift, because with corporate giftingtime is of the essence, of course, one you're busy so you're in a hustle likeif it's the holidays, that's the last minute thing because you're wrapping upfor the year, but if you're prospecting, if you just met someone, it's amazingto be able to send something that day or the next day that says, hey great tomeet you. It was amazing spending time with you, I'd love to connect againsoon or I'd love to meet with you. You know and getting that out, and time isof the essence with that and that's...

...where we really found our footing here.So that's kind of how noms came to be. That's all that's a great story, and II would love to have seen your husband's face when the light bub wenton when all the people were like right, yeah, because you're right a lot ofpeople, a hey, you're good at that you should make money at it. Yeaten it comes from a stranger weirdlyand be nice to you, yeah yeah. This is verytrue, it's very true something about being once removed. It makes a big difference, and so whydo you feel like the focus on speed the packaging? The product? Is thatsomething that you feel like was a labor of Love, love or something thatyou felt like was necessary to set noms apart from other solutions, I think it was both so how we landedwhere we did was certainly a labor of love, and it was certainly A. I said that you know when I die on mygrave stone. It will be. This was a learning opportunity because we havemade so many mistakes along the way, but to get where we were is definitelya labor of love, but from the beginning we wanted to elevate our gifting. Wewanted to set it. You know, I know a lot of people use like the apple of orthe Ober of when they're using analogies, but at first that was kindof our idea is like. Can we be the apple of packaging in the sense thatit's clean? It looks different? It's not a tin of cookies that gets vibratedduring shipping, so that you receive cookie dust. It's not that you knowthat our idea is that we wanted wow to land on your desk. We wanted somethingthat you re. You maybe didn't expect, because if it was prospecting or evenafter a meeting, you don't necessarily expect a gift, and you know that'ssomething that I know will get into, but people are so used to the digitalage. So having that tangible thing having that wild factor was reallyimportant to us, because we believe that cookies did, but we didn't want tojust be grandma's cookies in the sense ofgrandma's. Great First Fall. She says...

Great. She makes great cookies, but wewanted to have that. Just elevated polished look about our presentationbecause we wanted the gift to be an extension of you, and so we wanted thatto really make your brand shine and give only a positive experience whenthe person receives it and UN boxes it well and that's, I think, that's thekey words the experience right. It's not only that it's comes with thethought, but it's also the execution right and then we all see we've all hadexperiences where this was okay. The execution was crap and that's what kindof ruined the thought around it so interesting to see. I would have had noidea to think about all of these things, quite honestly when you're going intoit, but there was something in your advanced material that I kept comingback to that I have to ask- and it's this quote: good cookies, savemarriages, friendships and lives. Now anybody's listening, the podcast knowsI'm two divorces in so so. Why didn't I know about this before? But why thatphrase? Why that focal point? Well, I think you know one we like to beplayful in general. I think at the at the root of this they're just cookies,right, we're so were trying to lighten it up and be fun, and we are kind of afamily on company and we're full of Sassy pantses here, but but but it alsowas about at the very very beginning, this allcame down to cookies, bringing people together. It was bringing peopletogether in the neighborhood, as my husband and his sisters grew up. It wasbringing them together after sporting events, it's bringing people togetherfor the holidays, because you received the cookies and you're sharing withyour family and then you're also re connecting with the person that sentthem. It's connecting people that maybe haven't actually had the opportunity toconnect, because you believe that whatever service you provide, you canhelp that other person and you just want to have a meaningful conferenceconversation as I get that way out, but you just want to have a meaningfulconversation and connect with them and...

...so at the route. It's about theconnection and the human connection and that's what we're seeking out to do andcookies make people's Days I mean I have stumble upon a few people thatjust say they're not their jam, but you know that's okay to. I can't imaginethat I just can at around that whole different world, but for the most part,you're making someone's Day you're, bringing joy to people and that's whatwe're seeking to do, and so you know it's just kind of a playful way to saythat we're helping it or making your day making your day a little bitbrighter and helping you connect with other people, and I love it. It's more about the it'sthe why it's the! Why are we doing it right? That connection, I think, isscriggle, although I will admit, I'm not sure, I'm not trying to share mycookies as much as I probably should, but I don't either my husband and I own a cookie companyand I'm still hiding them from him in the freezer. I'm like T, I actually got lost on your websiteyeterday when I was putting together the material I literally startedscrolling through and I'm just like all right. I know what I'm doing don't hope.No, none of my clients are listen to this, but I know what I'm doing for myclients this year, because it just such men just looks so amazing curious. How did you go about that?Cusps tion? Is this all done in house or is any of this out? You mentionedthat the packaging and stuffs in house, but how do you keep the recipes and doit its scale because you know was always run into that issue? Yes, so that's an excellent question. Myhusband has what I call and I'm not sure he loves this, but I call itGoldfish Syndrome and that is when I was younger. I hope this is truebecause I've just been saying this, but when I was younger I was told at least that goldfish grow totheir environment, and so when you have a small little goldfish bowl, thegoldfish stays. But then you get a bigger one and it gets bigger. And somy husband has that when we started we started out of the home like any smallcompany would and we had that kitchen...

...and then we ended up renovating kind ofa back room into a secondary kitchen and when we started to get close to outgrowing that he went. You know one and two sixstraight to a commercial kitchen, and so we have a beautiful amazing,commercial kitchen, so we're able to we're able to scale out significantlyand produce the amount of cookies necessary for huge, huge orders. But we also startedat first by what we made a lot of mistakes with our packaging. So one ofthe mistakes we made back in the day was we had two styles of packaging,which you probably saw on the website. One is what we call our classic HIPO.It's a white gift box, it's beautiful, it has color, it's a full color withour branding on its magnetic closure, and you can upgrade it to have a fittedsleeve with four panels of full color of branding. So you could have yourlogo there, their name on one side. You could do you know the icons of whatyour services are, whatever you want skies the limit. So we have that as oneoption, but when we were younger when we were sore, we wanted an extra tierjust something that would command a higher price point, because there aretimes that you're thinking I want to spend. You know maybe sixty eightydollars on something nicer for maybe a VIP or, like a large scale, donor of aorganization or something. So we created these custom wooden boxes,they're, really nice. They have slide top openings that have like at laseretching on the top yeah. We, I don't know what we're thinking, but wedecided that we would put our logo on all of thoseand we just thought: okay, there's the classic white box and there's thewooden box. Well, nobody wants our logo on these axes, so we had them, for Iwant to say a year and a half or so and...

...we were actually it was towards the endof the year. We were, we were starting a New Year and we decided to get rid ofthem. We were like they're, not selling, it's like one percent. It's like nothing, youknow they're, not selling, there's no reason, let's hyper focus on whatselling and, at the same time, we went to a meeting with somebody local in thevalley we live in Phoenix and we went to a meeting and at the end of themeeting he was looking at our gift boxes and just kind of deciding what hewanted to roll out for new clients and we're getting ready to leave, and Ijust saw him looking at our box and his like wheels. Turning and then he'sjust said, can you put my logo on this box and it was such a like face pallmoment? Why did we not think of this, and myhusband is like he doesn't say no he's like I'm going to figure this out. Sohe said, you know, give me two weeks and so at first he started out sourcingit and that lasted like two weeks and he's like me: Nettles are watchingmachines. We gotta we're going to get this, and so we got all the equipment.We got a laser aching machine that year and decided to hold on to our woodenboxes. Got New lids got a laser at Ching machine that year, our product sales, flipped and everyonewanted the wood in boxes. I mean not it's not that nobody want a classic,but it was just so significant how many people wanted these wooden boxes orlaser etching machine over the holidays had to be run. Twenty four seven towhere we had. Actually my husband and I and a couple of friends took- turnstaking all nighters to put lids on the etching machine because it had to runor we would not get all the orders out so sure we got six more and we just atgo so so we definitely got all the equipment in house so that we couldjust turn on a diamond. If you were like hey, I need five hundred of theselids were like great: Let's do this we'll get them out this week. You know,and that is really awesome for us,...

...because we have been able to betterserve our clients and be able to get things out timely rather than saying.Oh, you need five hundred or fifteen hundred of these. That will be a monthor ninety days, or you know nobody. We really feel like a lot. We want tocater to business owners and to corporate clients, and corporateclients are busy, so usually gifting does fall by the wayside until the verylast minute and we want to be able to serve people and give them a reallypremium product that doesn't look like you waited till last minute. Even ifyou did that's awesome story, so here's aquestion for you in this ovid world that we're in right. Now when it comesto prospecting, I was just having a debate with somebody about you know alot of people still working from home. So is it creepy? If I'm prospecting Iaven't met, somebody is a creepy if I've somehow, I don't even want to knowhow secure their home address and start prospecting to them by sending them.You know cookies in a box with with a message on the top or something is thatodd or is there? Is it cross on the line or because it's cookies does itmake it acceptable? I feel that creepy is in the eye of the beholder, but that is a good question and that'ssomething that we actually had to address. You know in the last yearbecause the world sort of shut down and everybody went remote. Well on one hand,we thought okay well. This is interesting because our business isn'tnecessarily affected in the way that people might actually want to connectmore, but then the other DU moment was well everyone's working from home andnobody knows where to send gifts. So what do I do so? What we have startedoffering and actually this we do this currently, if you reach out to us onour website like just fill out the contact for we do this for our clients.Right now, but it will also be offered in the next, I believe, two to threeweeks. It will actually be offered on our website where you can just do ityourself, no problem, but we offer an...

...address verification or an e giftnotification. So what we can do is we can actually reach out to those people,so those prospects that you have likely you have their email address, and so wereach out on your behalf. It's an email from us that says: Hey Chad wants tosend. You He's actually purchased you a gift of gourmet, cookies and peopleknow what's going on right now, so it's kind of like hey, given thecircumstances. We want to make sure these perishable items get to your doorstep so that you can enjoy them and what we offer is like it. They can fillout the form they complete it with their address. That's the best shippingaddress, and then we don't share it with our clients. We just fulfill it ontheir behalf with your gift message. All of that so you'll get trackingyou'll know that they're getting it that they're receiving it that it'sbeen delivered so that you can do the follow up, but they don't feel like itjust landed on their doorstep and they're like how did you get my emailor how do you at my heart Dras? So it's kind of a nice thing and I think moreand more companies are moving in that direction. So a lot of people arebecoming familiar with it. It's not super weird. You know, whereas beforeit might be like I'm not going to fill out my home address, but the othergreat thing about that is you're paying for what gets shipped versus you blanket sending to businesses andhoping that they don't get returned to sender or hoping that the businessisn't closed for the month than somebody's going to get month old,cookies down the road. So it's kind of a win win in that respect, becauseyou're really engaging with people that are actually taking advantage of thecookies they're receiving them. You know that they have clicked that length.They accepted them. That's essentially a foot in the door with you already soit's kind of Nice in that respect to because then no cookie goes wasted. Ilove it. I love a great great way to solve that problem. So all right, solet's change direction here, a little bit. We ask all of our guess twostandard questions at the end of each interview. First is as a CO founder.That makes you prospect for an awful lot of people want to tell yousomething. So I'm curious to always...

...learn when somebody doesn't have thattrusted referral into you and they want to capture your attention and earn theright to time on your counter what works best to get that time on yourcalendar. Well, I guess I know everyone's different forme. I sincerely appreciate well there's two things. First I'llstart with the digital side, because I obviously believe in the power ofactual direct mail and I'll explain that in a second, but on the digitalside, if you are emailing for me, I know when I'm getting an automatedemail, it doesn't matter if it's formatted and plan text doesn't matter.If you put that little reply in the subject line- I'm not dumb, I know sowhen I see those auto generated emails, and I see that the person didn't putthe time into that. I understand where, where they're coming from they'retrying to reach as many people as possible, but for me what that says islike they don't care if I e delete this like they're, sending it to threehundred other people and I'm really busy when I see a real email fromsomebody, I almost like feel like oh my gosh. I hope it and they still me I'mgonna have to give them the time like I have to respond in and so for me that's.You know that's important to me, because that means that they didactually take the time they are looking at what what our company is andthinking. Okay, I can help them in some capacity. The other thing is withinthat text. I can also see and again this requires more effort, but I thinkwhen you put more effort into your prospects, you're going to get valuableleads from that and connections. I have had countless people email me abouttheir products and services, and they just say you know I really believe nomsbake shop could be a good fit. I just love the way you guys deliver cookiesfor everybody and they say some generic thing about it. Does it's almost likethey lifted something from our website and I'm like? Oh did you copy and facethat and then, and so it makes you feel...

...like okay, they have no connection tome. I'm just a number on a list and that's on the digital marketing side. Itruly do believe that prospecting with noms or with gifting is extremelypowerful, because direct mail to me has gone through this, like undulatingjourney of being valuable and then being junk and then being valuableagain, and so we used to get direct meal all the time we used to get flyersand catalogs, and then it became junk mail and now there's just that standard,junk, bail that you get and- and you just don't think twice about it andthen email happened well, just like you said when I opened my email there'sjust so many marketing emails and there's the ones that are likeunapologetically marketing emails and then there's so ones that are masked asreal emails. Right and and my husband and I just talked about this literallyyesterday- and we were talking about our personal email accounts, and hesaid you know I'm finally getting on top of we've both had Gemai. For youknow, fourteen sixteen years now, almost since it you know, you used toget invited a Beoo, the junk mail has really snowballed, and he said I justfinally got on top of unsubscribed. You know from my emails- and I said I'mdoing the same thing every day. I am subscribed from ten emails so that Ican slowly not have thirty six thousand emails in my personal folder, you know,and so how do you cut through that? That's just it's almost impossible, butwhen somebody sends direct mail, especially something like a packagelike cookies, of course, like you're, going to open that it's not a catalogue,necessarily it's something tangible and you're going to Pique their curiosityand then I'm going to use, of course, as as an example but imagine gettingten cookies on your desk with a gift note inside that says, it would beamazing to connect with you and talk about how we can provide. You knowamazing value to your business, even if they don't call you back right away.They had your undivided attention for a...

...couple minutes right. There like therewas nothing. They were not clicking all the check marts to delete. They werenot looking at something else. They were looking at this gift that you sentthem and that's extremely valuable. That is going to set you apart from thethree hundred emails that are in their inbox, that they're about to just likeselect all delete, yeah love, it great point all right. So last question: Wecall it our acceleration insight. If there's just one piece of advice, ifyou're limited to just one piece of advice, you could give to salesmarketing or professional services, people that you believe would help thembe better if they, if they listened, what would it be? Oh I'm scared thatthis is going to be a little bit generic, but listen. Just listen like listen and don't be afraid to admit that it's okay to pivot, like itdon't be, don't be so set in your ways. I think that there's there's somethingto be said about having a vision for your company and having a mission andbelieving in that mission, but when you start to get feedback as you'restarting to market to people you're going to hear things from them. As youstart to do your sales prospecting you're going to hear feedback frompeople if you start to notice a trend or a need in your company, it's veryeasy to be like well yeah, but we're doing it this way and like this is thepath were on, and I think, if anything, of course, in the last year, we've allbeen faced with this. But the idea of being able to pivot- or you know, go alittle bit in a different course- can be extremely valuable for companiesbecause, just like you know, I think what was different about last year isthat these types of things happen in life in general, and I think one of theTimes that we were faced with something big likethis was the dawn of the Internet. Right when the Internet became ahousehold thing, companies were forced to I embrace it pivot or figure out howthey can. You know, use it to their...

...advantage or they were forced to closelike at some point. They were going to die out now. The Internet was a longprocess and last year and this year this was almost like- it felt likeovernight right. So it happened a lot faster, but it's the same concept ofthis is happening. What can we do in our business? It might be slightlydifferent than we planned. It might be slightly different than we had beenvisioned, but what can we do to lean into it pivot and embrace the changeand then ultimately, hopefully grow from it awesome awesome all right,Chelsea. I can't think enough for being on the show today has been an absolutepleasure talking with you about this. I want everyone out there to go check outdom's big shop, I'm definitely going to be using it for the holidays. Is thereany place, in particular other than the website? You'd like us to send peoplechose website s great get noncom there. You can of course up load your logo orwe can. You can even reach out to us. We can do specialty custom designs foryou. You can also check out our INSARA when on face book in Stagra. Our inStagra is the same as our website, so it's get noms and that's kind of a coolspot to just see a little bit of inspiration about what other people,how other people used our gift boxes, how you could use our gift boxes,different designs, things like that, and of course you can always reach outto us on our social media and we'll be happy to help. You awesome me. Thankyou again for taking time been an absolute pleasure to have you on theshow thanks so much chat. I had a great time all right, everybody that does itfor this episode. You know the drill check it a be to be Reiza share withfriends, Family Co, workers and until next time we have viseing associateswith, will nothing but the greatest success. You've been listening to the B TobRevenue Executive Experience to ensure that you never miss an episodesubscribe to the show in Iton were your favorite podcast player. Thank you somuch for listening until next time, e.

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