Types of Event Marketing & Event Marketing Strategies

No matter what your industry, engaging with your audience through compelling experiences is more crucial than ever. Event marketing stands at the forefront of this engagement, offering brands the unique opportunity to connect with their audience on a personal level, generate buzz, and drive significant business outcomes.

Whether it’s a grand product launch, a vibrant trade show, or an interactive virtual event, the right event marketing strategy can make a lasting impact. In this blog post, we will explore the various types of event marketing and delve into effective strategies that can elevate your brand, enhance customer engagement, and achieve your organizational goals.

Join us as we navigate the vibrant world of event marketing and discover the keys to successful event-driven campaigns.

What is Event Marketing?

Event marketing is a strategic approach that involves creating and executing events to promote a brand, product, or service. These events can range from large-scale trade shows and conferences to intimate workshops and webinars. The primary goal of event marketing is to engage the audience directly, create memorable experiences, and foster deeper connections between potential attendees and the event, along with the brand and its target market.

Unlike traditional marketing strategies that often rely on passive consumption (like advertisements or email campaigns), event marketing focuses on active participation. This interaction can lead to more meaningful engagement and a stronger emotional connection to the brand. Key components of event marketing include planning, promotion, execution, and follow-up.

Examples of event marketing to explore for your next event include:

• Product launch parties to introduce new offerings
• Trade shows and exhibitions to showcase products and network
• Virtual events that can reach a global audience without geographical constraints
• Workshops and webinars that provide educational content and demonstrate expertise

What type of marketing is events?

Events fall under the category of “experiential marketing” or “event marketing.” Experiential marketing focuses on creating immersive and engaging experiences for consumers, allowing them to interact with a brand’s products or services in a memorable way. Event marketing specifically involves planning and executing events as a strategic marketing tool to achieve various business objectives such as increasing brand awareness, generating leads, fostering customer loyalty, and enhancing brand perception. It leverages face-to-face interactions, sensory experiences, and direct engagement with target audiences to create meaningful connections and influence consumer behavior.

What are the Benefits of Event Marketing?

Event marketing offers a range of compelling benefits that can significantly impact an organization’s marketing strategy and overall business objectives:

• Increased Brand Awareness: Events provide a platform to showcase your brand, products, or services directly to a targeted audience, boosting brand visibility and recognition.
• Engagement and Interaction: Face-to-face interactions at events create memorable experiences, fostering deeper connections with prospects, customers, and stakeholders.
• Lead Generation: Events are effective for generating high-quality leads as attendees often have a genuine interest in the industry or specific offerings being showcased.
• Customer Loyalty and Relationship Building: Personalized interactions at events help strengthen relationships with existing customers, enhancing loyalty and encouraging repeat business.
• Market Research and Feedback: Events provide opportunities to gather valuable insights through attendee feedback and interactions, helping to refine products, services, and marketing strategies.
• Thought Leadership and Industry Influence: Hosting or participating in industry events positions your organization as a thought leader, enhancing credibility and influencing perceptions within your industry.
• Networking and Partnerships: Events facilitate networking with industry peers, potential partners, and influencers, creating opportunities for collaborations and business growth.
• Measurable ROI: Event marketing allows for clear measurement of return on investment (ROI) through metrics such as lead conversions, sales generated, and attendee satisfaction.
• Flexibility and Adaptability: Events can be tailored to suit various marketing objectives, from product launches and educational seminars to networking receptions and trade shows.
• Brand Differentiation: Well-executed events set your brand apart from competitors by showcasing unique value propositions and demonstrating expertise in your field.

Overall, event marketing not only drives immediate results in terms of leads and sales but also nurtures long-term relationships and enhances brand equity, making it a valuable component of a comprehensive marketing strategy.

What are the 4 Ps of event marketing?

The 4 Ps of event marketing help organizers and marketers develop a comprehensive strategy to ensure successful planning, promotion, and execution of events that meet both organizational and attendee needs. Introducing the 4 Ps:

• Product: In event marketing, the “product” refers to what is being offered or promoted at the event. This could be a new product launch, a service demonstration, or even an educational session.
• Place: The “place” aspect involves selecting the right venue or location for the event. It includes considerations such as accessibility, convenience for attendees, and the atmosphere or ambiance that aligns with the event’s goals.
• Promotion: This refers to the strategies and tactics used to promote the event to the target audience. It includes advertising, public relations, social media marketing, email campaigns, and other promotional activities aimed at generating awareness and driving attendance.
• Price: In event marketing, “price” can refer to both the monetary cost of attending the event (if applicable) and the perceived value attendees will receive. It involves setting ticket prices, if applicable, and ensuring the event provides sufficient value to justify attendance.

Although helpful when discussing event marketing, the 4 Ps are hallmarks of traditional marketing. For an event marketing specific spin, we need to consider the 4 C’s…

What are the 4 Cs of event marketing?

An adaptation of the traditional marketing mix (4 P’s) tailored specifically for the context of event marketing; the four Cs are:

• Customer: In event marketing, the focus shifts from the product to the customer or attendee. Understanding the needs, preferences, and behaviors of your target audience is crucial for designing events that resonate with them and deliver value.
• Cost: This refers to the overall investment and cost-effectiveness of organizing the event. It includes budgeting for venue rental, catering, speakers, marketing expenses, and other logistical elements to ensure the event remains financially viable and delivers a positive return on investment (ROI).
• Convenience: Convenience in event marketing emphasizes creating a seamless and hassle-free experience for attendees. It involves choosing a convenient location, providing easy registration processes, offering clear event information, and ensuring smooth logistics during the event.
• Communication: Effective communication is key to successful event marketing. It involves clear and consistent messaging to promote the event, engage attendees before, during, and after the event, and manage expectations. Communication channels include email marketing, social media, websites, and direct interactions with attendees.

These 4 Cs guide event marketers in focusing on customer-centric strategies, managing costs effectively, prioritizing attendee convenience, and maintaining clear communication throughout the event marketing process.

Why Event Marketing is Important to Organizations

Event marketing is a vital component of a comprehensive marketing strategy, offering unique opportunities for organizations to connect with their audience in meaningful ways. By creating immersive and interactive experiences, events help boost brand visibility, generate high-quality leads, and foster long-lasting customer relationships. In this section, we will explore the key reasons why event marketing is indispensable for organizations aiming to achieve sustainable growth and success.

Event marketing plays a crucial role in a comprehensive marketing strategy due to its multifaceted benefits:

• Brand Exposure: Events offer a platform to showcase your brand to a broader audience, increasing visibility and recognition.
• Lead Generation: Events are prime opportunities to gather leads through attendee registrations and interactions.
• Customer Engagement: Direct interactions with customers at events can build trust and loyalty.
• Relationship Building: Networking at events can lead to valuable partnerships and collaborations.
• Market Research: Events provide firsthand feedback and insights into customer needs and industry trends.
• Sales Opportunities: Many events are designed to generate immediate sales or commitments.

What is an Event Marketing Strategy?

An event marketing strategy is a comprehensive plan designed to promote and leverage events as a core component of a company’s overall marketing efforts. It involves identifying goals, selecting appropriate types of events, planning logistics, promoting the event, engaging attendees, and measuring success. The strategy aims to enhance brand awareness, generate leads, foster customer relationships, and achieve specific business objectives through strategically planned and executed events.

Industries That Benefit the Most from Effective Event Marketing Strategies

Effective event marketing can significantly impact various industries, driving engagement, brand awareness, and business growth. Here are some industries that benefit the most from well-executed event marketing:

1. Technology
Tech companies often rely on events like product launches, conferences, and trade shows to showcase innovations, demonstrate products, and network with industry professionals. Events such as CES and Apple’s product launches are prime examples of how tech firms leverage event marketing.

2. Healthcare and Pharmaceuticals
Healthcare and pharmaceutical companies use events to share the latest research, introduce new treatments or medications, and foster collaboration among professionals. Conferences and medical symposiums are critical for staying updated with industry advancements.

3. Education
Educational institutions and organizations benefit from events like open houses, workshops, and academic conferences. These events help attract prospective students, showcase educational programs, and facilitate knowledge sharing among educators and researchers.

4. Retail and Consumer Goods
Retailers and consumer goods companies use events like fashion shows, pop-up shops, and product launches to create buzz, engage customers, and drive sales. These events provide direct interaction with products, enhancing customer experience and loyalty.

5. Finance
The finance industry, including banks, investment firms, and fintech companies, hosts events such as seminars, workshops, and networking events to educate clients, showcase services, and build professional relationships.

6. Entertainment and Media
Entertainment and media companies benefit from events like film premieres, music festivals, and media launches. These events generate excitement, attract media coverage, and engage fans, boosting overall brand visibility and loyalty.

7. Real Estate
Real estate firms use open houses, property tours, and industry expos to showcase properties, network with potential buyers, and connect with industry peers. These events are crucial for generating leads and closing deals.

8. Nonprofit and Charitable Organizations
Nonprofits rely on fundraising events, galas, and community outreach programs to raise awareness, attract donations, and engage with supporters. Effective event marketing helps amplify their mission and impact.

Types of Event Marketing

Event marketing encompasses a diverse array of strategies designed to engage audiences and achieve specific business goals. From high-energy launch parties to insightful webinars, each type of event offers unique opportunities for brands to connect with their audience in meaningful ways.

Diversifying your event marketing strategy is key, as Craig Hanna, EVP North America, Econsultancy, explains: “Not all events are created equal. Companies must consider live events an extension of their brand and content marketing and build events that really engage. For me, that means thinking about the customer experience you REALLY want to portray. A 6×6 static stand is unlikely to meet that need!”

In this section, we will explore how to leverage the most effective types of events to create memorable and valuable experiences for your attendees.

Launch Party

Launch parties are designed to introduce new products or services to the market. These events create buzz and excitement, often incorporating elements like live demonstrations, celebrity appearances, and interactive experiences to engage attendees.

Key Characteristics:

• Exclusive invitations to create a sense of exclusivity
• Media coverage to amplify reach
• Creative themes and engaging activities

Examples:

• Tech companies unveiling new gadgets
• Fashion brands debuting a new collection

Ceremonies & Celebrations

Ceremonies and celebrations mark significant milestones or achievements for a brand. These events foster community, enhance brand loyalty, and create positive associations with the brand.

Key Characteristics:

• Celebratory atmosphere with entertainment and refreshments
• Recognition of key stakeholders and contributors
• Opportunities for media coverage

Examples:

• Anniversary celebrations
• Award ceremonies for loyal customers or top-performing employees

Trade Shows and Exhibitions

Trade shows and exhibitions are large-scale events where companies within a specific industry showcase their products and services. These events are ideal for networking with industry professionals, generating leads, and gaining competitive insights.

Key Characteristics:

• Booths and displays showcasing products
• Networking opportunities with industry peers
• Educational sessions and presentations

Examples:

• Consumer electronics shows
• Automotive trade shows

Virtual Events

Virtual events have become increasingly popular due to their ability to reach a global audience while reducing costs. These events can include webinars, virtual trade shows, and online conferences.

Key Characteristics:

• Online platforms facilitating real-time interaction
• Lower overhead costs compared to physical events
• Ability to access recordings post-event

Examples:

• Online product demonstrations
• Virtual networking events

Conferences

Conferences are large gatherings focused on sharing knowledge, networking, and establishing thought leadership. They often feature keynote speakers, panel discussions, and breakout sessions.

Key Characteristics:

• Educational sessions led by industry experts
• Opportunities for networking and collaboration
• Exhibitor areas for product showcases

Examples:

• Industry-specific conferences (e.g., marketing, technology)
• Academic and research conferences

Webinars and Workshops

Webinars and workshops are educational events designed to engage audiences, demonstrate expertise, and generate leads. They are typically more interactive and focused than larger conferences.

Key Characteristics:

• Interactive format with Q&A sessions
• Focused topics and hands-on activities
• Accessibility from anywhere

Examples:

• Skill-building workshops
• Informative webinars on industry trends

Experiential Events

Experiential events focus on creating memorable, interactive experiences that engage the senses and evoke emotions. These events often include live demonstrations, interactive displays, and immersive environments.

Key Characteristics:

• Highly engaging and interactive
• Focus on creating unique, memorable experiences
• Often used for brand activations and consumer engagement

Examples:

• Pop-up shops
• Immersive brand experiences

Networking Events

Social gatherings aimed at fostering connections among professionals, stakeholders, and industry influencers, networking is the number one reason professionals attend events in the first place. Networking events play a crucial role in professional development, business expansion, and building a robust network within an industry or community.

Key characteristics of networking events include:

• Purposeful Networking: Opportunities for attendees to meet and connect with industry peers, potential clients, partners, and influencers.
• Structured Activities: Organized sessions such as speed networking, roundtable discussions, or one-on-one meetings to facilitate interactions.
• Informal Atmosphere: Relaxed settings like cocktail receptions or mixers to encourage casual conversations and relationship building.
• Industry Focus: Events tailored to specific industries or professions, fostering targeted networking within a relevant context.
• Exchange of Ideas: Platforms for sharing insights, best practices, and industry trends through discussions and presentations.
• Promotion of Collaboration: Encouragement of collaborative opportunities, partnerships, and business ventures among participants.
• Facilitation by Hosts: Hosts or organizers provide introductions, facilitate conversations, and ensure networking goals are met.
• Follow-Up Opportunities: Provision of mechanisms for attendees to exchange contact information and continue conversations post-event.

Examples:

• Industry Conferences: Large-scale gatherings where professionals from a specific industry come together to discuss trends, share knowledge, and network.
• Business Breakfasts or Luncheons: Events held during breakfast or lunch hours, providing a casual setting for networking and discussions among attendees.
• Networking Mixers: Informal gatherings typically held in the evenings at bars, restaurants, or event venues, focused on fostering connections in a relaxed atmosphere.
• Speed Networking Events: Structured sessions where participants rotate through brief, timed meetings to introduce themselves and exchange business cards or information.
• Trade Association Meetings: Regular meetings organized by industry trade associations to facilitate networking among members and promote collaboration.
• Professional Meetups: Local or regional gatherings of professionals in specific fields or disciplines to discuss topics of interest, share experiences, and build relationships.
• Corporate Events: Company-hosted gatherings, such as team-building activities, client appreciation events, or industry-specific seminars, aimed at internal and external networking.
• Virtual Networking Events: Online platforms that facilitate networking through virtual conferences, webinars, or social media groups, accessible to participants worldwide.
• Alumni Reunions: Events organized by educational institutions or former employers to reconnect alumni or former employees for networking and socializing.
• Business Forums and Roundtables: Small-group discussions or forums where industry leaders, executives, or experts come together to discuss challenges, opportunities, and trends.

These examples illustrate the diversity of networking events, each offering unique opportunities for professionals to expand their networks, foster collaborations, and build relationships within their industries or communities.

How to Choose the Right Type of Event Marketing

Selecting the right type of event marketing is critical to achieving your business objectives and resonating with your target audience. With numerous event formats available, it’s essential to consider factors such as your goals, audience preferences, and budget. In this section, we’ll guide you through the key considerations to help you choose the most effective event marketing strategy for your organization.

Choosing the right type of event marketing strategy depends on several factors:

• Organizational Goals: Determine whether the goal is to generate leads, increase brand awareness, foster customer loyalty, or something else.
• Target Audience: Understand the preferences and behaviors of the target audience to choose an event type that will engage them effectively.
• Budget: Assess the available budget and allocate resources accordingly. Some events may require significant investment, while others can be more cost-effective.
• Resources and Capabilities: Consider the internal resources and capabilities, including staff expertise and time.
• Geographical Reach: Decide if the event should be local, regional, national, or global.

6 Tips for Creating an Effective Event Marketing Strategy

Creating an effective event marketing strategy requires careful planning, creativity, and a keen understanding of your audience. By following a structured approach, you can ensure your events not only attract attendees but also deliver memorable experiences that drive business results. In this section, we’ll share six essential tips to help you design and execute successful event marketing campaigns.

• Define Clear Objectives: Establish what you want to achieve with your event. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).
• Understand Your Audience: Conduct thorough research to understand your audience’s needs, preferences, and behaviors.
• Create a Detailed Plan: Develop a comprehensive event plan covering logistics, budget, marketing, and contingency plans.
• Promote the Event: Utilize various marketing channels such as social media, email marketing, and PR to promote your event and attract attendees.
• Engage Attendees: Design interactive and engaging activities that will capture the interest of your audience.
• Follow Up: After the event, follow up with attendees to maintain engagement and nurture leads. Send thank-you emails, share event highlights, and provide additional resources.

Measuring the Success of Event Marketing

To measure the success of event marketing, track key performance indicators (KPIs) such as attendance numbers, audience engagement, and lead generation. Utilize tools like surveys, social media analytics, and CRM systems to gather data and analyze metrics such as attendee satisfaction, social media reach, and conversion rates. This comprehensive evaluation helps in assessing the overall impact of your event and informs strategies for future improvements.

Evaluating the effectiveness of event marketing campaigns involves several methods and metrics:

• Attendance: Track the number of attendees to gauge the event’s reach.
• Engagement: Measure engagement through participation in activities, social media interactions, and feedback.
• Lead Generation: Assess the number and quality of leads generated from the event.
• Return on Investment (ROI): Calculate the ROI by comparing the event’s cost against the revenue generated or other key objectives achieved.
• Customer Feedback: Collect feedback through surveys and interviews to understand attendee satisfaction and areas for improvement.

Using Social Media to Measure the Success of Event Marketing

Social media is a powerful tool for measuring the success of event marketing. By leveraging various social media platforms, you can gain valuable insights into attendee engagement, brand visibility, and overall event impact. Key metrics to track include:

• Engagement: Monitor likes, shares, comments, and mentions related to your event posts. High engagement indicates strong interest and interaction from your audience.
• Reach and Impressions: Assess the number of people who viewed your content and the frequency of these views. This helps gauge the extent of your event’s visibility.
• Hashtag Performance: Analyze the usage and reach of event-specific hashtags. This can show how widely your event was discussed and shared across social media.
• Sentiment Analysis: Use social listening tools to evaluate the tone of conversations about your event. Positive sentiment reflects well on your brand, while negative feedback can highlight areas for improvement.
• Post-Event Surveys and Feedback: Collect feedback from attendees through social media polls or direct messages. This provides qualitative data on attendee satisfaction and areas for future enhancement.

Why it is so Important to Measure the Success of Event Marketing

Measuring the success of event marketing is crucial for several reasons. First, it provides insights into the effectiveness of your efforts, helping you understand what strategies work best and where improvements are needed. Second, it allows you to demonstrate the return on investment (ROI) to stakeholders, justifying the resources allocated to event marketing. Lastly, by analyzing key metrics, you can make data-driven decisions for future events, ensuring that each subsequent event is more successful and impactful than the last.

How Event Technology is Elevating Event Marketing Strategies

Event technology has revolutionized event marketing strategies by introducing innovative tools and platforms that enhance engagement, streamline operations, and amplify ROI. Here’s how event technology is transforming the landscape:

1. Enhanced Attendee Experience
Interactive Tools: Technologies like mobile event apps, live polling, and interactive maps empower attendees to personalize their event experience and engage actively with content.
Virtual and Hybrid Experiences: Virtual event platforms enable remote attendees to participate in real-time, expanding event reach and accessibility.

2. Efficient Event Management
Registration and Check-In: Advanced registration systems and self-service kiosks streamline attendee registration and check-in processes, reducing wait times and enhancing efficiency.
Data Integration: CRM integrations and analytics tools provide organizers with valuable insights into attendee behavior, preferences, and engagement levels, enabling personalized marketing strategies.

3. Real-Time Engagement and Feedback
Live Streaming: Technologies for live streaming sessions and keynotes enable global audiences to participate in real-time, fostering inclusivity and extending event impact.
Feedback Mechanisms: Instant feedback loops through surveys, social media monitoring, and interactive Q&A sessions allow organizers to adapt and improve events on the fly based on attendee responses.

4. Personalized Marketing and Targeting
Data-Driven Insights: Event technology collects and analyzes attendee data, enabling organizers to create personalized marketing campaigns tailored to specific audience segments.
Targeted Communication: Automated email marketing, personalized notifications, and social media integration help organizers reach attendees with relevant content and updates, enhancing engagement and retention.

5. Experiential Marketing Opportunities
Augmented Reality (AR) and Virtual Reality (VR): Immersive technologies create memorable experiences by allowing attendees to interact with products and environments in virtual settings.
Gamification: Incorporating gamification elements such as challenges, leaderboards, and rewards enhances attendee participation and creates excitement around event activities.

6. Sustainability and Cost Efficiency
Paperless Solutions: Digital agendas, e-badges, and mobile apps reduce paper waste and streamline event logistics, contributing to sustainability efforts.
Cost Savings: Virtual and hybrid event models reduce travel and venue costs while maintaining or increasing attendee engagement, offering cost-effective alternatives for event marketing.

7. Post-Event Analytics and ROI Measurement
Performance Metrics: Comprehensive analytics dashboards provide organizers with actionable insights into event performance, ROI, and attendee satisfaction.
Iterative Improvement: Data-driven decision-making enables organizers to refine event strategies, optimize resource allocation, and plan future events more effectively.

Event technology continues to evolve, offering new opportunities for organizers to enhance event marketing strategies, engage audiences more effectively, and achieve measurable business outcomes. By embracing these innovations, organizations can stay ahead of the curve, deliver exceptional attendee experiences, and maximize the impact of their event marketing efforts in today’s competitive landscape.

How Expo Logic Empowers Event Marketing and Creates Effective, Competitive Event Marketing Strategies

Expo Logic is a comprehensive event management platform designed to streamline the planning, execution, and analysis of events.

By leveraging its advanced tools and features, organizations can enhance their event marketing efforts and develop competitive strategies. Here’s how Expo Logic empowers event marketing:

1. Streamlined Registration and Check-In
Efficient Registration: Expo Logic offers customizable registration solutions that simplify the sign-up process for attendees. This ensures a smooth and professional experience from the start.
Quick Check-In: With features like on-site check-in and badge printing, Expo Logic reduces wait times and improves the overall attendee experience.

2. Advanced Data Management and Analytics
Data Collection: The platform collects valuable attendee data during registration and the event itself, providing insights into demographics, preferences, and behavior.
Analytics and Reporting: Expo Logic’s robust analytics tools enable organizers to track key performance indicators (KPIs) such as attendance rates, engagement levels, and ROI. This data-driven approach helps in refining future event strategies.

3. Effective Lead Retrieval and Management
Lead Capture: Exhibitors can use Expo Logic’s lead retrieval solutions to capture contact information and interactions with attendees efficiently. This facilitates follow-up and nurturing of potential clients.
CRM Integration: The platform integrates with various Customer Relationship Management (CRM) systems, allowing seamless transfer of lead data and ensuring a cohesive marketing strategy.

4. Comprehensive Event Marketing Tools
Email Marketing: Expo Logic provides tools for creating and managing email campaigns to promote events, send reminders, and follow up with attendees.
Social Media Integration: The platform supports integration with social media channels, enabling organizers to leverage social media marketing for broader reach and engagement.

5. Enhanced Attendee Engagement
Mobile Apps: Expo Logic offers mobile apps that enhance attendee engagement with features like personalized agendas, interactive maps, and networking opportunities.
Interactive Features: Tools such as live polling, Q&A sessions, and feedback forms keep attendees engaged and provide real-time insights for organizers.

6. Efficient Logistics and Operations Management
Exhibitor Management: Expo Logic simplifies the management of exhibitors by providing tools for booth assignment, logistics coordination, and exhibitor communication.
Event Scheduling: The platform assists in scheduling sessions, workshops, and keynote addresses, ensuring a well-organized and seamless event flow.

7. Seamless Virtual and Hybrid Event Capabilities
Virtual Event Platform: Expo Logic supports virtual and hybrid events with features like live streaming, virtual booths, and online networking, expanding the reach and accessibility of events.
Hybrid Solutions: The platform integrates in-person and virtual experiences, providing flexibility and enhancing attendee participation regardless of location.

8. Post-Event Analysis and Feedback
Surveys and Feedback: Expo Logic enables the creation of post-event surveys to gather attendee feedback, helping organizers understand strengths and areas for improvement.
Performance Metrics: Detailed performance metrics and reports allow for comprehensive analysis of the event’s success, guiding future event planning and strategy development.

Ignite your next event’s success by downloading our 2024 Event Trends Study.

Expo Logic empowers organizations to create effective, competitive event marketing strategies by providing a comprehensive suite of tools for registration, data management, lead retrieval, marketing, attendee engagement, logistics, and post-event analysis. By leveraging these features, event organizers can enhance the overall event experience, maximize ROI, and continually refine their strategies to stay ahead in the competitive event marketing landscape.

By implementing event technology solutions from Expo Logic, organizations can refine and re-target their pre-event marketing strategies and aim for greater success in future campaigns.

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