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Brands, styles, and faces may change year to year, but the Super Bowl annually showcases the smartest creative, hottest celebrities, and trendiest companies as part of one of the world’s most-watched events. Thirty-second Super Bowl LVII ads cost a reported $7 million, putting estimated ad revenue from this year’s game likely north of $700 million.
With automotive and travel brands cutting back, AB In-Bev giving up its alcohol advertising exclusivity during the Super Bowl, and last year’s Crypto Bowl a distant memory, this year’s advertisers looked a little different. It was clear, though, that if there were a few overarching trends, humor, big-brand collaborations, and QR codes were the preferred engines of 2023.
We surveyed our expert associates to see what ads resonated most during this year’s Super Bowl:
Babies and animals always garner a lot of attention, and this ad, featuring a baby wedding, was a great evolution of the concept E*TRADE has used in past Super Bowls. It also gave a subtle nod to how fast life goes, stressing the importance of investing young. – Kelli Putney, VP | Business Development
This one had it all for me: a concept that directly communicated that it was a new product, a good story narrative that kept you interested, multiple celebrities, and a nice surprise cameo at the end by Elton John. Jack Harlow’s acting was on point, the product was tastefully included throughout, and it even featured the winner of their TikTok dance challenge. – John Jiloty, SVP | Growth Channels & Content
This one had this millennial hooked from the start – Google Pixel’s Magic Eraser and Photo Unblur tech can fix it all, allowing people to literally erase their ex-boyfriends out of their pictures, for example, and stabilize those blurry shots of their wild toddlers jumping on the couch. The ad explained the product in a perfectly engaging and emotional way. I’m a loyal Apple user, and this is the first time I’ve ever thought twice about switching to something other than an iPhone. – Kate Measer, Senior Public Relations Manager
Loved T-Mobile’s blooper-esque approach to the spot. Obviously, Bradley Cooper’s acting chops are well-documented, but this came off totally unscripted and real, making it instantly appealing and relatable. Even a 9-time Oscar-nominated actor can’t escape the universal smack-down that moms can dole out. Drawing the viewer into the hilarious chemistry between Bradley and his mother was effective and memorable. After all, who doesn’t like to laugh? – Alexa Christopher, Senior Advisor, Strategy
This one snuck up on me. I am a sucker for heartwarming or corny ads (what can I say?), so this had me immediately with Lee Fields’ “Forever” playing and scenes of a cute kid giggling with her pup. I was swept into the story and anticipated a tidy wrap-up to a fairly typical, emotional ad. What I didn’t expect was to completely lose it when she sings sweetly to her now older pup, their whole lives flashing by from the dog’s point of view. While it’s common for us to show how much our pets mean to us, the shift from human to dog’s point of view for the emotional wallop at the end took me by surprise and left an enduring impression. – Jen Hunold, General Manager, Albany | Account Supervisor
As an older millennial, I’m slowly realizing that the 1990s culture I grew up with is making a comeback, and I couldn’t be happier about it! As Alicia Silverstone reprised her iconic role as Cher Horowitz from the 1995 movie Clueless, this walk down memory lane proved to be a great sensation. The use of nostalgia in advertising has pros and cons. On the one hand, it can arouse strong feelings and build an immediate bond with viewers. However, it can also be viewed as a crutch, a lack of imagination, and an indication that businesses are running out of original ideas. For me, this was a superb example of two brands collaborating to create a fantastic advertisement. – Brendan Kennedy, Public Relations Manager
Tubi couldn’t have written a better script for its 15-second gag ad. Tight game, fourth quarter. The broadcast comes back from commercial break for the stretch run. Out of nowhere, our Roku goes on the fritz, navigating to another app on its own. Or so we thought. During those few seconds, my wife and I scrambled for our respective remotes (yes, we each have our own clicker, one on each side of the couch), and managed to blame each other for the interruption. “It’s not mine! It’s yours!” Turns out, we all got played by Tubi. To perfection. This was a spot so memorable that I’ll be thinking of Tubi whenever I accidentally change the channel, which happens a LOT. (Just don’t tell my wife that I’m admitting it.) – Chris Colton, Public Relations Director
The thing that struck me about this Super Bowl ad was the collaboration between two of America’s most recognizable brands — but what I loved most was the smart use of budget to maximize the impact of placing an ad during the country’s biggest sports event. Both brands will get a lift – Netflix reminding people of its depth of content, and GM amplifying one of its most essential key messages as it pushes into electric vehicles. And by engaging the always-hilarious Will Ferrell, they’ll create buzz on social media and generate impressions for days after the Vince Lombardi trophy was hoisted by Kansas City. This ad wins for leveraging a notable collaboration and maximizing marketing budgets. – John Mackowiak, VP | Public Relations
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Public relations professionals and journalists depend on each other to do their jobs. But it’s not always the easiest relationship to manage. As a former TV producer and newsroom manager, I have dealt with my share of pesky PR people who simply don’t get it. Now that I’m on the other side, I can see why PR practitioners feel frustrated and ignored, and why some writers and reporters may come off as apathetic or smug. Understanding both perspectives equally, I’ve compiled some guidance on ways you can strengthen your relationships with journalists and become their go-to source for story ideas and credible experts.
Help them find a lead story
There’s a perception that local news went “soft” during the pandemic when viewers were desperate for stories that made them feel good. Now that newsrooms are getting back to normal, there’s a concerted effort to return to basics and focus on finding a unique lead story – the most visible story in a newspaper or the very first story in a TV newscast – that will hook the viewer or the reader. The lead usually incorporates the outlet’s brand pillars, which often includes investigations, tough questions, holding people in power accountable, and celebrating the community. It’s typically the biggest story of the day. Topics like crimes, accidents, fires, new legislation from local government, or the President of the United States coming to town are all good contenders. It must be something the majority of viewers or readers are interested in or impacted by.
So how do PR pros fit into that decision making? If clients are the subject of the lead story, it’s often for all the wrong reasons. But there are ways we can weave their messaging into the narrative in a different way. PR pros should be aware of the headlines of the day and be ready to pitch their clients to news outlets as credible experts. For example, if the lead story is about vaccines for kids, do you have a health care client on your roster with a media-friendly pediatrician ready to go for an interview? Prepare your clients ahead of time for last minute requests and be ready to pitch them to reporters before decisions are made in their editorial meetings. The more quality content, guests, and experts you come through with, the better chance you’ll be top of mind for journalists when they’re searching for stories.
Provide all the information upfront
Most journalists are juggling multiple stories at a time and attempting to make tight deadlines amid quick schedule turnarounds and last-minute staffing changes. The last thing they need is to have to chase PR people down for more information. With that in mind, don’t hold anything back if you can help it. Be sure to clearly and concisely provide all the information they would need to tell your story up front – that includes a clear news hook, relevant data, credible experts to interview, and links to additional information.
Diversity is a top priority
The last few years have brought some of the largest protest movements and social reckonings that we’ve ever seen in America. Black Lives Matter and the #MeToo movement have people and institutions across the nation tackling deep-seated biases to become more inclusive at their core and to avoid being left behind – and newsrooms are no exception. According to analysis by the Pew Research Center in 2016, just 23% of newsroom employees were people of color and 61% of newsroom employees were men. News organizations have realized that not only is it important to employ journalists that better represent the communities they serve, but that having those journalists makes for more accurate, well-rounded, and well-reported news content. That also includes diversity in interview subjects. PR pros can help by being thoughtful about the subject matter experts they pitch and being conscious to offer up more women and minorities for these opportunities to form content that reflects a wider range of experiences and perspectives.
Follow up the right way
Most journalists prefer email to receive PR pitches. After emailing your pitch, allow for a reasonable amount of time to pass before following up (the amount of time will vary from one pitch to another). A follow up should simply be a second, and sometimes third and final, email. If you don’t hear back, it could be because they’re still mulling it over or became overwhelmed with other assignments or pitches. It may simply need to be bumped back up to the top of their inbox. Depending on your relationship with a journalist, a text message or call may be appropriate. But the rules aren’t clear cut. Try your best to read each situation individually and use the phone as a last resort.
Take the time to really understand their world
We know time is money on this side of the divide, but taking the time to research a newsroom, connect with journalists, and truly understand how an individual newsroom operates will go a long way. Learn reporters’ schedules. Find out who produces each newscast. Get to know the assignment editor. Understand how each person you interact with does their job; some like to plan, others work in newsrooms with limited staffing and will almost always be assigned to the big headlines of the day. Understand that their deadlines are your deadlines. For a TV reporter, get to know their set and understand their equipment. Don’t just ask for blanket coverage. Be specific about what would make their coverage unique. Learn the lingo and identify opportunities for unique presentation (what sound bite would work great in a cold open, what information would look great as a fullscreen, what story a producer might consider while stackingtheirrundown, and what story would make for a great kicker). Becoming an expert on how journalists do their jobs is a great way to gain their respect.
Write like a journalist
Smart PR pros will craft tight and compelling stories in their pitches to grab a journalist’s attention. The smartest PR pros will go the extra mile to produce grab-and-go content – something a reporter can use with little to no rewrites. That copy should always be in AP Style, avoiding common style errors and cutting out jargon or extraneous punctuation. Be sure to always lead with the most newsworthy content and to point out any unique pieces of information that could stand out as part of a larger, long-term trend.
Lead the visual storytelling process
In the same way visual content captures an audience’s attention, it will likely also capture a journalist’s attention. Consider the story and what visuals might help a journalist better understand your pitch. That might include still images, video, interactive graphics, simple data charts, and illustrations. If it’s a good visual, it might help a reporter tell the story in an engaging way and make their job easier.
Understand the platforms
Newsrooms are challenged as technology creates more options for storytelling, making reaching a target audience more nuanced, and difficult, than ever. Journalists are being asked to create content for multiple platforms beyond the mothership (the newspaper or the newscast) and are learning that not every story is meant for air or print. PR pros should do their homework before pitching to determine the best way to tell their client’s story – both from their perspective and the reporter’s. While a “top ten” list may not make for a traditional news story, it might make a great TikTok for the outlet’s social media team. If your client is an expert on a story making national headlines, consider pitching them to news media as a great long form interview for their streaming platform, a Facebook Live, or extra content for their YouTube page. Get creative.
Keep engaging
Opinions differ among PR professionals about this, but I believe maintaining a genuine connection with journalists is important, especially when you have nothing to pitch. Grow your relationship by watching their stories, reading their articles, sharing their coverage on social media, and, if you have value to add, engaging with their posts. Show them that you’re paying attention. This will help grow your professional relationship beyond your emailed pitches and press releases.
In short, great public relations professionals are experts in the industry and on whatever they’re pitching. But understanding who you’re pitching to and what they need from you can be the difference maker that keeps journalists coming back for more.
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Our team recently attended the “Scaling Your Innovative Food Startup: Trends and Lessons in Consumer Packaged Goods”, hosted by Cornell University, with six esteemed keynote speakers whose areas of expertise included product innovation, funding, manufacturing, and branding. The panel was extremely informative, especially for startups in the CPG category, but their insights really transcend any CPG brand that is focused on growth in the face of a perfect storm of economic challenges and realities. Here are some key takeaways:
Preparing when your forecasting is a moving target
For even the most established brands, accurately forecasting sales and revenue continues to be more challenging than ever. Even when there is strong data supporting consumer demand for a certain product, timelines have been pushed out extensively based on securing time on a manufacturing line, receiving equipment to produce the product, or having your packaging printed and delivered.
So if you can’t accurately forecast when you’ll be ready to go to market or your sales, how can you prepare a product launch? The best advice is to prepare as much as you can and as much as you can afford to, leaving yourself with flexibility to pivot and make the necessary changes when it’s go time. If you’re charged with developing a go-to-market campaign, you can build out a framework of the plan knowing the launch date is TBD. If new content must be created, develop the concepts and assets, and take it as far as you can so that it’s “on the shelf” and ready to go. And if you keep the lines of communication open, your internal and external partners should be able to work with you on being as flexible and accommodating as possible.
Showing a pathway to profitability
When brands are looking for investors, especially in the early stage of funding, they’re finding that process is also more strained than ever. People are holding on to cash longer, they’re investing in fewer deals, they’re focused on the deals they’re already invested in and making those as profitable as possible, and they’re expecting a much shorter runway to showing a profit.
Focusing on tightening cash flow as much as possible and managing your margin is acutely important. Experts recommend that if you already received some funding but need additional funds, get out to your investors as soon as possible, be honest with them about how the product is selling, and be transparent and detailed about your unit economics in the hopes that they’ll extend your runway.
For brands seeking new investors, be focused on who you’re talking to; in other words, find funders whose values and interests align with your brand and company vision. For example, look for funders who are interested in your specific category, such as food and beverage or serving the needs of your target audience. In addition, research alternative sources of funding like supply chain financing, and try to find ways to “slow the burn” to get you through the next several months until investors can reassess their portfolio in quarter one and two next year.
Shopper insights to inform marketing decisions
Many large CPG retailers have their own shopper marketing tools and software focused on collecting all sorts of data from their customers through their respective shopper loyalty cards and programs. Whether it’s Kroger, Walmart, or Shop Rite, they want the brands in their stores to use their tools and data but it’s likely going to come with a cost to the brand, which can be very expensive and perhaps not feasible depending on your revenue. Without full access to the retailer’s data, the challenge we hear most often is that brands have limited visibility into campaign results, specifically attributing sales at point-of-purchase back to their campaigns, making it difficult for them to justify what and how they’re spending their marketing dollars.
A couple of recommendations to help close that gap include investigating potential turnkey loyalty programs that are built to be more accessible and hence affordable to smaller brands. One that was referenced during this Cornell seminar was Fetch Rewards, a shopping app that rewards users with free gift cards for uploading shopping receipts. A second consideration is working with a digital marketing partner who can guide you through developing an informed digital marketing strategy that considers your awareness, consideration, and conversion goals, and how to start building an informed campaign dashboard that pulls in various streams of data.
By building your own data points, you’re better equipped to make smarter decisions, and to go to your retail partners and see what additional data they might be willing to share with you at no additional cost. Don’t be discouraged if you don’t feel like you have enough information to get started – more often than not, we typically find that brands actually have a lot of useful data; it just needs to be analyzed into useful and actionable insights.
Using brand positioning and brand storytelling to form relationships
Whether you’re selling direct to consumer, through a retailer or both, never underestimate the value of brand positioning and storytelling to form relationships. Think of your brand story as your icebreaker when you’re meeting with a potential investor, pitching your brand to a retailer, or ultimately connecting with your consumer. More than ever it’s important you’re clear and concise about the value of your brand, why it exists, and the problem your product is solving for a consumer.
Your brand narrative can and should be threaded throughout your pitch deck, incorporated into your online marketing channels, and within your product packaging. This does not have to be an overwhelming process. Whether you’re creating your brand from the ground up or evolving your existing one, look for a marketing partner who understands brand and has an established branding process to keep things efficient.
Building your community
And finally, there’s no better way to say it: It takes a village. For a startup, this means getting to know others in your community and leveraging their experience and partnerships. Get creative and see how you might start to build some brand awareness within your own community, whether it’s through local food co-ops, markets, food festivals, the media, etc.
There are likely things you can do locally that won’t be as feasible nationally, so take advantage of what’s in your own backyard. From a big CPG perspective, one of their challenges is how they can take their national brand and have a more local impact. This may mean turning to local organizations that you can partner with who can help you strategically engage and activate within a certain community in a way that’s authentic and genuine to those who live there. Consider public relations and marketing firms who understand that local landscape to provide you with strategic counsel.
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It’s no secret that TikTok is dominating the top of the social media charts. Gaining most of its traction during the COVID-19 pandemic with no plans to slow down anytime soon, TikTok describes itself as the leading short-form video platform, with over 1 billion active global users.
No matter what your objectives are, TikTok may be able to help you achieve them. According to Oberlo, audiences spend an average of 52 minutes per day engaging with TikTok. The app also boasts that 92% of its users are compelled to take action after interacting with TikTok content. This presents an incredible opportunity: TikTok for brands. Whether the goal is awareness, engagement, or action, brands are getting results on TikTok.
But because TikTok is still so cutting-edge and different from the more commonplace social media platforms like Facebook and Twitter, it can be intimidating to grasp from a marketing perspective.
In this guide, we’ll explore how to get started with TikTok for brands who are new to the space, why this platform is such a key player, as well as best practices when it comes to creating both posts and ads.
In the past few years, TikTok has become the birthplace of many of the latest trends on the Internet. The app describes itself as “a place where brands of all sizes and industries can be seen, grow their following, foster global connections, and achieve big results.” Users are flocking to TikTok for everything you can imagine: sports, dinner ideas, fashion inspiration, workouts to try, advice, books and movies, and more.
Whether you’re a small business owner or CMO of a large enterprise, if your goal is to reach a younger audience, you may want to seriously consider adding TikTok to your strategy in 2022 and beyond. Here at The Martin Group, we recently hosted a group of interns who fall under the Gen-Z demographic, so we had the opportunity to learn from these audiences firsthand about their social media use. We discovered that the majority we spoke to are not using any other social media platform, including Instagram, which added similar functionality with Reels in August 2020. TikTok is still the place to find young people on the Internet today – at least 47% of TikTok users are between the ages of 10 and 29.
What makes TikTok unique from other social media platforms?
What’s so puzzling about TikTok from a business and marketing perspective is the frequency at which content gets produced, and the unconventional ways that content creators are going about the production process. Historically, video content has not been a tactic that is known for having a quick turnaround. A TV commercial, for example, can take up to six months of planning and execution. But users are not going to wait six months for your brand to post its next TikTok – they’ll have moved on.
Trends also come and go very quickly on TikTok. Pre-planning and scheduling out content may not be as reliable or effective as a strategy like it once was on other social media platforms.
So, what does this mean for TikTok for brands? As TikTok will tell you, “Big stories don’t need big budgets,” and a shift to an “always-on, and always intentional” strategy is the way to go.
Here are five actionable steps brands should prioritize as they get started with TikTok:
1: Post Often.
In order to see results, TikTok itself recommends that brands should “aim to post 1-4 times per day to test how different types of content are received.” They also suggest adding a paid boost to get the most out of what ends up being the top-performing content. This approach has become the best practice for captivating new audiences. It also forces content creators to consistently strive to share the freshest, most diverse content – which seems like a massive undertaking compared to the way company pages have operated on social media for years.
One to four times per day is also a significant increase from other social media sites like Facebook (average of once per day, according to Hootsuite), and Instagram (average of 3-7 times per week). Brands may be used to being able to schedule out content calendars as far as months in advance for platforms like Facebook and Instagram, but on TikTok, trends come and go in days and expire as quickly as a week or two. That said, it’s important to keep a pulse on trends and to find an efficient approach to creating content that doesn’t require months of preparation.
For example, the NFL has been an early adopter of the platform, with over 8.8 million followers and 320+ million likes across all their videos on TikTok. They post often – multiple times per day – and have found a way to repurpose TV/news videos, adding filters to make it feel more authentic to the platform. They also weave in content that takes viewers behind the scenes.
One strategy that has proven effective for successful TikTok content creation is plotting out specific days to create content and then creating in bulk on that content creation day.
Content that has a human element always seems to perform better, and according to TikTok, “what makes TikTok content truly unique is creators addressing the community directly, often looking the audience straight in the eyes.” TikTok also has found that almost half of the best performing ads feature creators telling their stories in authentic, emotionally appealing ways.
When it comes to TikTok for brands, creating content in bulk might mean finding a spokesperson, mascot, or influencer to represent your brand, then scheduling content creation days with that person. Outfit and setting changes can make it appear as though the content was created at different times. Another option is to feature yourself or members of your team as the video’s subject, which might feel intimidating at first, but the results that these types of videos attain tend to speak for themselves.
For instance, Oreo posted this series of TikTok videos featuring the same content creator, then broke that fourth wall when they created a TikTok that shows their social media team addressing the camera.
From BookTok to PlantTok, there’s truly something for everyone on TikTok. That’s the beauty of the platform – there is an endless variety of communities to connect with. Can’t find a community?
Here are some examples of how TikTok is being leveraged across different niches and industries:
TikTok for Sports Brands
The Washington Commanders recently announced the team’s first-ever “Commanders Social Media Correspondent,” Katie Feeney, a 19-year-old social media influencer from Maryland. Feeney has been tasked with providing media coverage and content for the team to her nearly 7 million TikTok followers.
Feeney received an all-access pass for her efforts to help cover the Commanders on and off the field, including their training camp and tickets to all games that fall within the 2022 home game season. In addition to views from Feeney’s followers, the Commanders will be able to repurpose the content she’s creating, so fans will be able to access behind-the-scenes content from both pages.
“Influencer marketing and the creator economy are still huge, untapped growth areas for U.S. sports,” says Morning Consultant. Sports brands on TikTok also have a real opportunity to reach their fans on this platform – with TikTok users stating they are “most interested in using social media to stay updated on sports game highlights and game day content.”
Watch as Katie Feeney goes behind the scenes at the Commanders draft party as an example:
PostFinance has become one of the most successful finance brands on TikTok – with a case study on TikTok’s website to boot. Their TikTok campaign to raise awareness towards opening new bank accounts with younger audiences in Switzerland was deemed a total success.
The brand, a subsidiary of the Swiss Postal Service, ran two types of TikTok ads to reach its audience – a TopView ad and an In-Feed ad. TopView ads are popular among TikTok advertisers because of the way they completely take over the screen upon a user opening the app. In-Feed Ads are subtle in comparison and feel more organic to the feed.
For the ad creative, PostFinance kept it simple. Their ad was only 15 seconds long and featured an individual’s hand waving money, which transitioned into the many different items that money can buy, from plants to gummy worms to an inflatable raft for the pool. The caption included the offer: “Spend your cash how YOU want. ? Open a youth or student account now and receive CHF 50 ?.”
Although it was run as an awareness campaign, the campaign did receive a good number of clicks (click-through-rate of 16.47%), generated over 6 million impressions, and had an engagement rate of 17.37%.
One way that healthcare providers use TikTok is to debunk myths or share health tips with audiences. A good example is Doctor Jess, a Pediatric and Sports doctor from Boston, who does a series of videos on the importance of getting enough sleep, recently posting an 11-second TikTok of herself dancing while text appears on the screen speaking to the negative effects of what happens when you don’t sleep:
Brands like the Cleveland Clinic have grown to nearly 40k followers using the “tips” technique, sharing ways to avoid getting sick, ways to exercise with asthma, as well as timely ideas for the season, such as how to swim safely and how to store cookout leftovers in the summertime.
When it comes to debunking myths, Cleveland Clinc has posted a variety of content, from disproving “healthy soda” trends with input from a dietician, a fact versus fiction approach to myths surrounding the female menstrual cycle, ways to avoid getting sick from contaminated pools or lakes, and more:
Does your period really sync up with close friends and is it from the moon, pheromones or just a coincidence? Deciphering fact from fiction on some common menstrual myths. #fyp#womenshealth#YouFirst 👆 🩸
Consumers don’t go on social media platforms to be advertised to – they go on TikTok to watch TikToks. And the word “TikTok” has become synonymous with “entertainment, education, and authenticity.”
This led TikTok to introduce the mantra “Don’t make ads. Make TikToks” as a way to communicate that TikTok for brands should behave no differently than TikTok for consumers.
There are six different ad types that TikTok has available for advertisers to choose from:
In-Feed Ads: use TikTok’s standard format and will auto-loop on the user’s “For You” page
Spark Ads: allow you to boost organic content or use an authorized creator’s trending content
TopView Ads: can be up to 60 seconds; appears on the “For You” page upon opening the app
Brand Takeover Ads: is full-screen, immersive ad that appears when the user first opens TikTok
Branded Hashtag Challenge Ads: invite creators to respond to your brand’s sponsored hashtag
Branded Effect Ads: let brands add logos or other elements to a custom filter for up to 10 days.
Before you put time and money into producing ads for TikTok, how can your brand get the most return on your investment? Check out these brands that got it right when it comes to advertising on TikTok:
TikTok for Colleges and Universities
This advertisement from a college in the UK didn’t look like an ad – it looked like a TikTok – and that’s why it worked. Lancaster University had a tight budget, but was able to use In-Feed ads on TikTok to achieve over 9 million engagements and over 90k clicks. These ads promoted their open enrollment day webinars, but in a way that felt authentic to the Gen-Z audiences the university was trying to reach.
Why did it work so well? According to TikTok, “Lancaster University handed the creative reigns over to its students – these were ads created for young people, by young people.” The ads also focused on harnessing popular trends such as dancing and filters to feel more authentic and genuine to audiences.
The best way to generate ideas for TikTok is by spending time on the platform, following other brands like yours, and saving any videos that you feel would be feasible for your brand to make.
To get an idea of what’s trending, click around on hashtags and on popular audio. Once you have a running list of TikToks you want to make, the next step is to plot out the strategy for each video. You can either capitalize on what’s popular or put your own spin on the latest trend.
Jot down a script for each video you want to make, with a list of the video clips you’ll need to create for each TikTok. Then it’s time to shoot! Be sure to shoot appropriately for the platform – keep the orientation vertical and get the point across in the first few seconds.
But don’t worry too much about production quality – some of the best TikToks are captured on a whim with very little planning, and many of which can be recorded in as little as 30 seconds.
Still stumped on where to start? The Martin Group is a fully integrated marketing communications agency, and our mission is to move audiences to take action across channels – including TikTok. We can assist you in creating TikToks for your brand no matter the size of your needs, from vetting out content creators, to iterating on creative concepts, to executing entire organic or paid campaigns in-house.
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By Caitlin Tracy
Banking is a highly competitive industry, making it increasingly difficult for banks to find innovative ways to stand out and achieve long-term success. This problem is especially true for regional banks since they lack the resources and scale of their national and international counterparts. However, regional banks have a strong local authenticity, which can be a huge advantage if utilized correctly.
Below are several strategies regional banks should incorporate to capitalize on this opportunity.
Building Real Connections with Customers
For regional banks to connect with their community, there is a need to establish relationships and build a loyal customer base. Utilize your employees and customers to understand what is lacking in the area. Learning from those around you will teach you what the community needs, allowing your team to fill in those blanks. Every member of your organization is part of the surrounding neighborhoods. Ensure there is open communication company-wide to hear all the different stories from the CEO down to tellers and the customers they serve. The best way to achieve that local authenticity is through listening, learning, and making change where needed.
Your employees are your biggest assets. Not only are they often the forefront of the organization, but they are also directly part of your communities. Real people and stories are a huge resource to connect the organization to the public. At the same time, it provides a familiar face that draws the community to the bank. People love seeing highlight stories of someone they know or have a commonality with online. Therefore, showcasing your employees along with their interests and expertise through your social media platforms is a great way to connect with your local society. Your team should constantly be trying to research and present messaging that will impress and resonate with your clients.
Next, be clear in your offerings. A bank has a purpose, and your customers need to be able to work with your team easily. There are now a multitude of options and offerings with online and digital banking, and these services simplify so many portions of banking for consumers, which makes their lives much easier. If you have out-of-date online services, customers may be deterred. Poor offerings will lead to unsatisfied customers who move their business to competitors with better options. Remember, the customer relationship is the root of your business and the best connection to the community. Without them, your business would not exist.
With that in mind, always engage, strengthen, and update your retail locations. This is where the consumer meets your organization, creating the need for a well-executed “customer experience.” When heading into a branch location, customers are looking for a welcoming environment where they can get everything they need through a short and simple meeting. This only happens if your branch employees are motivated to connect with customers and provide great service, while also building relationships.
Localization
In order to build authentic and impactful connections with local communities, banks need to find their niche. Research local partnerships, communities, and objectives that align with your company’s mission and culture. Not only will this help build a better company culture internally, but externally you will have aligned partners and groups that assist in building your network across the local region.
As mentioned, partnerships are a great way to connect with other brands, retailers, and companies in the area. By aligning yourself with the appropriate companies, you will not only be exposed to additional collaboration opportunities, but also show your local involvement. This is another avenue of growth and trust-building with your customers and the local community.
When building partnerships, there is room to add perks and fun for current and prospective customers. Perks can include early-access, exclusive discounts, rewards, free swag, and other innovative benefits. Similarly, fun can be brought to many areas throughout the community and bank. Local partnerships and events can be exciting through the addition of a sponsored intermission trivia or T-shirt cannons at games, drink tents, and more. By offering these positive engagements to the community, you are creating a differentiated brand with a strong local footprint.
Every community is different, which means that a local bank has a unique opportunity to provide support in a specialized manner. This can be done through searching the community, finding a need that resonates with your own mission, and developing a plan to assist. There are a multitude of ways for a bank to partner and help local communities, ranging from volunteering, funding scholarships, creating loans or grants for small businesses, development, and eventual employment opportunities. There is also often a need for increased diversity and inclusion efforts through multicultural banking. This can be done through providing equitable options for different marginalized communities and groups. By building programs and connections with the local community that your team is passionate about, you will watch your efforts help the local region flourish. Stay connected and informed to continually watch your impact benefit those around you.
Use your customers and community; their stories are perfect highlights and testimonials for your organization. Taking the time to feature these people and their stories helps amplify important issues in the community, while also showing that your bank cares. This method will help the bank share important news and issues, ultimately making themselves community activists. Highlights can range from your employees volunteering, customers who have successfully utilized your services, and local community leaders who are aligned with your missions. Not only will they be able to share their own message, but also show how your bank assisted them in achieving a goal or effort. Featuring your employees in your content (as thought leaders, community leaders, volunteers, neighborhood supporters, etc.) will position your brand as relatable and connected to your region while also shining a much-deserved spotlight on your people, the lifeblood of your organization.
Overall, a bank is an organization people look to for security and trust. If you provide competitive offerings your everyday customers will be satisfied. However, if you want to make an impact in your local environment, you need to differentiate yourself through your mission and motive. Listen to your customers, community, and local employees to be the organization creating change in your region.
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As the world moves in a more sustainable direction and continues to recover post-pandemic, our resident packaging experts—Lianne Coogan, Melissa Ortiz, and Rachel Giralico—collected their thoughts on packaging trends happening right now. From color choices and design, consumer targeting and e-commerce, we break down the best ways to balance practicality with style.
What trends are you are currently seeing in the packaging world?
Transparency
With all the uncertainty in today’s current events, coupled with the massive amounts of data and information at our fingertips, honesty and clarity are going a long way with how consumers are perceiving brands.
Whether it’s presenting information in a clear, concise way, or being completely open about how “clean” a product is, consumers are gravitating towards that honesty in a world filled with gimmicks and false information. Being less about the bottom line and more about authenticity and truth is connecting with today’s consumers.
Colorful & Simple Design
There has been a steady trend of bold and simple packaging design for years and it doesn’t seem to be going anywhere. Bright and colorful, sometimes neon-colored palettes have been on the rise, with an obvious move to grab consumers’ attention. Simple design and ease-of-use packaging have also held strong, supporting our customers’ continued disdain for excessiveness in packaging. These days, less is truly more.
Recycled and Sustainable Materials
Although they were introduced a generation ago, with concerns of climate change and global sustainability on all our minds, recycled materials and the green movement have never been more popular. Current consumers are being more intentional about reducing their environmental footprint than in years past, and companies are listening. Brands are converting to more biodegradable materials, and reducing the amount of packaging for each product, which cuts down waste, helps keep prices down, and lowers shipping costs because of the reduced weight. Beneficial for everyone!
E-Commerce Packaging
We’ve seen a surge in the amount of online shopping due to the pandemic, so it’s no surprise that the strategy and presentation of online orders and packaging have become even more relevant.
Many of the same basic principles as in-store shopping apply to online orders. Product packaging should feel sharp and impactful even when viewed online rather than in person, and messaging still needs to be direct and quick to digest in order to stand out from competitors.
Other considerations for e-commerce include packaging that has a high tolerance for the challenges of shipping, and keeps products fresh through transit (in the case of perishable food products).
Many products typically purchased in brick-and-mortar stores are also now being fulfilled online. Things like refill formats are also on the rise, especially with cleaning and beauty products. Consumers can purchase starter kits, and replacement refills are then ordered once the product runs out, both helping reduce waste and packaging, and adding convenience to the consumers.
Sharing online purchases on social media is also trending. With “unboxing” product reveals on the rise, the presentation of a product and its first impression is bringing customer experience and engagement to a new level.
Consumer Targeting
When we see a package intended for more practical purposes – —mainly utilized by families – —the trends lean more towards bright colors, eye-catching fonts, various textures and movement within the composition of the principal display panel (PDP) to create interest quickly and effectively, to a wide range of demographics. On the flip side, when products are marketed towards consumers who want the premium option, we see trends toward sleek, simplified packaging, like solid floods of color and crisp, clean fonts. Rather than the visual texture we see in the “family-friendly” example, with the more premium products, tangible textures are more forward. There may be varnishes added to select areas of a package, or matte substrates used to help enhance higher-end products.
From a design standpoint, what do you feel is most important when it comes to product packaging?
A quote from American designer April Greiman has stayed with me since college and became a core mantra: “Design must seduce, shape, and perhaps more importantly, evoke an emotional response.” With packaging, this sentiment still rings true, though the amount of time to “seduce” a customer—from the moment of first sight to the decision to purchase—is short.
The PDP (front of the packaging) is also important. If a product sells itself, it must do it quickly! Consumers will be walking by and only spend 3–5 seconds before they decide to purchase or keep walking.
Hence the “sell” of the package—whether through color, photography, design, or storytelling—should be unique and impactful enough to grab a customer’s attention in an instant, and captivating enough to hold that attention, with the goal of making them feel like they can’t live without it.
Additionally, any positive or healthy benefit being pushed for a product is irrelevant if there are any potential hazards that aren’t being called out directly. Today’s consumers are fatigued by being overly marketed fake benefits; they’ve built up a lot of skepticism. True authenticity, clarity, and honesty should be at the forefront of any good product message and design.
Has the pandemic changed the landscape in terms of packing materials?
The pandemic, recent supply chain issues, and even bad winter weather in the U.S have led to a large disruption in the packaging industry, where many manufacturers have had to pause operations or work at a lower capacity, all of which trickles down to many retailers.
It’s hit small- to mid-sized businesses significantly, with smaller companies having to fight for access to materials, which are often being snatched up by big-box retailers with large financial reserves, such as Amazon.
With no end in sight to the supply chain issues, many businesses have been forced to think of out-of-the box packaging solutions (no pun intended), sourcing more readily available materials, or designing with smaller packaging footprints.
What are some of the “do nots” in packaging?
DO NOT get too busy or fussy with a design or message. It will only confuse the customer, who will walk away in an instant. Keep messaging clear and direct, and the design easy to absorb. Listing too much information will cause a consumer to overlook, so a better solution would be to call out product attributes in noticeable “bugs” on the PDP or separated with an appropriate amount of spacing or a dividing line.
DO NOT make packaging that is difficult to get into or navigate. Customer experience should always be at the forefront.
DO NOT skimp on using high-quality printers and vendors if it can be helped. If a product looks low-quality, the customer will believe it’s low-quality.
DO NOT play with too many “fun fonts.” While these fonts can help a product stand out, they also need to be easy to read. Font size also comes into play with legibility. You want a consumer to be able to look at a package and understand what it is all about within a matter of seconds. If the font is too small or hard to read, it could be hard for them to understand what the product is and what it has to offer.
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As in most industries, the pandemic not only caused a momentary shut down of video production, but also left an indelible mark on how creators, agencies, and in-house teams produce video content. From safety protocols to remote working, new limitations and challenges have forced us to get creative with more than just the work itself. As we move forward, the pandemic has clearly shaped the future of video production in many ways, and, as with anything, we’ve uncovered new ways to work that could potentially improve efficiency, flexibility, and reach.
Hybrid Shoots & Leaner Productions
Thankfully, agency and client expectations have shifted when it comes to shoot days. And now, there are many options for those not available to or uncomfortable with attending the shoot in person. Technology has played a big part in how we work across the board, and during any scale production, it allows team members to remotely connect with on-site crews, directors, and talent.
Not only do hybrid shoots create a safer, less congested set, but they also provide a level of convenience. With tools like Zoom or Capture One, clients or team members can avoid travel and still bring value to the on-set experience.
While most of us are surely suffering from “Zoom fatigue,” we’ve learned just how capable we are of working remotely—and that now goes for certain crew members as well. The ability to produce and stream a live video feed to anyone anywhere allows clients or agency members to approve set-ups, lighting, and shots.
The benefits of remote work also allow for leaner productions overall—helping with budgetary restrictions while improving safety measures. With the onset of production safety measures, companies were forced to make difficult decisions regarding the size and scope of the crew. While challenging at first, this experience has allowed crew members to learn entirely new skills.
Over time, we anticipate going back to larger productions when needed, but these changes have forced us to adapt and shown us how nimble—and cost-effective—we can be.
Decentralizing Post-Production
Editors and post-production specialists can now provide their services from anywhere, giving video production companies and agencies more flexibility across the board and delivering benefits to both the agency and post-production talent sides of the fence. For agencies and production companies, it allows for financial flexibility to work with industry professionals outside of their own geographic locations. For editors, animators, and sound engineers, it delivers greater inclusion for talented individuals outside the normal production hubs of major cities.
Through newly optimized cloud-based technologies, real-time collaboration between editors and creative teams has become much less cumbersome and frustrating. Applications and services like Frame.io and Wistia allow for tracked comments attached to timecode and can help keep your revision history organized.
Moving Forward
With high-quality production becoming more accessible, software becoming more seamless, and platforms relying on it more and more, the influence of video content isn’t going anywhere. Like everything in our industry, it continues to evolve. Now, more than ever, visual storytelling is the preferred form of communicating an organization’s mission and message. The reliance on flexible, nimble production teams able to adapt to any circumstances has become absolutely crucial.
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In 2018, The Martin Group expanded our reach across the Empire State with the opening of our Albany office. In the time since, the team has worked tirelessly to establish a strong network and spread our positive reputation throughout the Capital City. We recently caught up with Albany General Manager and Account Supervisor Jen Hunold, Vice President for Public Relations John Mackowiak, and Senior Director/Public Affairs Lead Andrew Mangini to hear how our presence has evolved and what’s next for the Albany team.
It’s been four years since you opened the Albany office, how much has changed since the beginning?
Jen Hunold: More people, more projects! Overall, The Martin Group has increased our staff by around 30 people , I’d say, from 2018 to today. And in just last 18 months six of those have been right here in the Capital Region! It’s been rewarding to go from a dynamic duo (me and John) to a growing team of eight. When we opened our Albany location in 2018, we were a 17-year-old firm but a new brand in Albany. Since then, we’ve grown our reputation, won awards for our work here, and grown our roster of regional clients such as aptihealth, SEFCU, Saratoga Performing Arts Center, Business For Good, Albany Law School, Excelsior College, Albany Institute of History & Art, and FuzeHub – to name a few. I’m grateful for John’s partnership from the very beginning to build it, as well as our neighbors at the Times Union and Hearst welcoming and supporting us along the way.
John Mackowiack: It seems like it was yesterday that I moved to the Capital Region to help Jen and our agency open the Albany office. But, when I take a step back and look at how much we’ve grown and reflect on what we’ve achieved so far, I’m reminded of how hard we’ve worked over the last four years. I’ve had the unique opportunity to sustain great, collaborative relationships with clients, colleagues and friends in Buffalo and Rochester, while making new friends and building new client relationships here in Albany.
For me, the biggest change is how much I’ve fallen in love with the Capital Region. It’s such an amazing place to live – we’re home to under-discovered cities that are packed with talented people who are capable of doing anything from building high-impact tech startups to crafting incredible artworks to cultivating cross-industry collaborations to preparing world-class food and beverages. Plus, we have easy access to incredible outdoor adventures within nearby state parks, the Adirondacks and Catskills.
Why were you both chosen to make the move? Was there a specific reason you wanted to be the one to expand the agency into Albany?
JH: My first day with The Martin Group was one week before our official first day in the Albany office, actually! Our office at that time had blank walls, empty desks, and a ton of potential. I remember reading the job description – which was a mix of account service, business development, and operations – and getting butterflies. The role would cause me to stretch beyond my comfort zone, yet it was perfectly suited for someone like me who was extroverted, enjoyed getting out in the world to build relationships, was willing to pitch in and get my hands dirty, and who loved to partner with clients. When I saw the agency’s work, I was inspired and hungry to join this team. Ultimately, my driving motivation to throw my hat into the ring was the opportunity to shape an agency’s footprint here from the ground up – building a culture I have always dreamed of.
JM: When I heard the agency’s vision to expand to the east, I raised my hand to be a part of it. I was ready for the adventure and excited about the opportunity. I also recognized how it would help our agency grow and make us even more valuable partners for our clients who have statewide operations and needs. After working for a New York state senator, I thought I’d have a sense of the lay of the land — but I quickly learned there is SO MUCH MORE to the Capital Region than the few blocks around the State Capitol and Empire State Plaza. It has been an incredible experience working with Jen since our office’s first days and more recently with Andrew and the new team members who have joined us.
What have been your biggest challenges since the opening the Albany office? Biggest success stories?
JH: Obviously, the pandemic put a huge wrench in our plans. I’m particularly proud that we welcomed nearly all six of our current team members when the majority of New Yorkers were still isolating and working from home. Despite that, our agency has been purposeful about building connection to each other – both across NYS and nationally!
As far as a challenge, coming into The Martin Group I personally had underestimated how much I relied on in-person behaviors to learn a business and a company culture. With just two of us here and my role working with a fully integrated team, I could no longer rely on osmosis and impromptu conversations that happened naturally at an in-person location. I had to become purposeful about prompting those conversations to gain the cultural, tonal, and operation information I needed to succeed. It was a big shift, and it paid dividends when I onboarded one of our associates during the pandemic. By then, I had a keen understanding of how easy it is to get into one’s head when in the quiet of your office and I knew the remedy was connection – and for that reason we connect regularly and often!
JM: My wife Sarah, our dog Moosie and I moved to Albany without truly knowing the area. We had a handful of friends and contacts who lived in the region, but there were no instructions or user’s manual for how to make our relocation work for us. That was our the biggest challenge at the start.
Looking back, it’s now our biggest success story. One of the beautiful things about the Capital Region is that if you want to meet people, if you want to get involved, if you want to make a difference — you can make an impact pretty quickly. Sure, we were new in town, but people recognized we were committed to the Capital Region and were here to plant roots. We went to Capital Region Chamber of Commerce events, I joined the board of the PRSA Capital Region Chapter, we volunteered, we joined a church, we walked Moosie to bars and restaurants that have patios — and before too long, we found community here in the Capital Region.
The Martin Group acquired a public affairs division during the third year of the Albany office’s existence. How has that evolved? Andrew, as Senior Director of Public Affairs, where do you see the department moving in the future? John and Jen?
Andrew Mangini: It’s been great to now offer integrated services to our longtime public affairs clients. Now we’re able to tackle even the most complex issue campaign completely in-house. The diversified offerings are a true differentiator for us in the Albany market. Our Albany-based public affairs division is backed by an award-winning creative department. On top of that, we’re now able to offer even more robust public affairs counsel to The Martin Group’s longstanding clients in Western New York and beyond. On the heels of a big win for the New York State Restaurant Association’s push for alcohol to-go, there is nothing but positive momentum in the Capital Region.
JH: It’s been a joy having Andrew and team join our firm. They are as committed to building our team culture in Albany as the rest of us and bring a terrific energy to the group. Already I see the value in the public affairs offering for our existing clients who may have advocacy components to their business and vice versa for adding our integrated services to current PA clients. The team’s knowledge of government is exceptional, a huge benefit for our clients and our team. Just having that skillset in our back pocket gives our team a greater ability to serve nearly every communications need a client can toss our way.
JM: There’s no way we could grow our Albany presence like we are today without Andrew and our public affairs team. With our disciplines often very closely aligned, Andrew and team have also been incredible partners for our growing public relations department — significantly expanding our capabilities and depth.
How have you been able to stay connected with team members who are in different cities? Any tips for how to make friends with your coworkers virtually?
AM: I believe that you get out what you put in. We’re all more than two years into this hybrid or virtual workplace, and I think many of us are still trying to figure out how to make it all work best. We’ve all missed the casual conversations between meetings or the spontaneous brainstorm that’s difficult to replicate. But in some ways it’s as simple as making an effort to reach out and continually expanding your connections within your own organization.
JH: It’s easy to do that here, actually! We have regular department regroups to stay connected and by the nature of being a full-service agency, people from different departments will inevitably work together. Aside from that, I’m a fan of the virtual lunch. I’ve started setting them up with a few coworkers and it’s been fun! The best tip I can give is: if you’re thinking of them, say, “Hi!” on chat. A little note can make a world of difference for folks.
JM: I agree with Jen and Andrew – be intentional, be purposeful, be collaborative and be available (or let people know when you’re available to connect).
Say you’re selling the greater Albany area to someone who has never been there before. Tell us about what makes it great.
AM: People who talk about the Capital Region’s draw by mentioning our proximity to New York City, Boston and Montreal are missing the point. What we have here is special. I grew up in the region and never left because I think it’s a great place to both raise a family and progress in your career. We still have a long way to go as we collectively figure out how to message and market the Capital Region, embrace our waterfront areas and expand our cultural and culinary offerings, but I’m here for it and can’t wait to see how it evolves.
JH: I’m convinced upstate NY is a well-kept secret for its beauty. Albany is within three hours to three major metros, major lakes, mountains, and the ocean. The cost of living is decent and it’s protected more than most metros from downturns in the economy. As an Iowan for the first 2/3 of my life, I can say that the weather is stunning. It’s not humid (if you think it is, go to the south or midwest and then let’s chat), and you’re spared most extreme weather. Even the snow is – though abundant – like movie snow, all fluffy and powdery. Rare is there ice. Can you tell I’m in love? John and Andrew can add to it. Don’t forget the food, guys. I’ve talked enough!
JM: Geez, I didn’t know this question was coming – I feel like I’ve been selling the Capital Region with each of my responses already, haha! However, just to reiterate and add to what’s already been said – the amazing thing about the Capital Region is that YOU can drive how it evolves and changes and grows. It’s an empowering place where you can get involved and personally influence the way our region continues to grow stronger and more inclusive. It’s the right time to live in a community like the Capital Region.
What does the future of the Albany office look like? Any plans to celebrate this milestone?
AM: While it’s nice to look back on what we have accomplished, collectively we’re all hyper focused on the upward trajectory of this office. We know there is room for continued growth and The Martin Group is poised to be an event greater player in the region’s communications landscape in the coming years.
JH: Great question! We regularly gather as a team, so we’ll certainly be doing a toast to four years. As far as the future in Albany: it looks bright! With meaningful partnerships and our collaborative staff in Albany and beyond, I’m confident we will grow naturally and holistically in years ahead.
JM: The future is collaborative, empowering and full of opportunity. I’m excited about what we’re building in the Capital Region — our Albany team has the energy of tech startup with the capabilities of a global powerhouse brand and communications shop.
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As the New York state budget season has finally come to a close, we’re looking back on our work with the New York State Restaurant Association (NYSRA) on one of the budget’s most high-profile issues, passing alcohol to-go, and shedding some light on the strategies and tactics of the groundbreaking and successful campaign.
Alcohol to-go was a revelation when it was allowed for 15 months at the beginning of the pandemic, but it expired when the Governor’s emergency powers lapsed in the summer of 2021. Then with the legislature adjourned for the year, attention turned to the upcoming 2022 legislative session.
Let’s explore how we got to this victory.
A good story still resonates
Storytelling has become paramount, and captivating storytelling is what a post-pandemic world is demanding. A simple, rational request of government needs to be woven into a compelling narrative. Alcohol to-go had overwhelming support from the public, but still, captivating arguments needed to be amplified to make headway and raise the issue’s profile.
We worked to capture the hearts and minds of the public and provide the cover for government officials to act. It was sharing how small business owners were able to keep employees on payroll and making clear the billion-dollar fiscal impact the restaurant industry has in New York State. Focus then shifted to how best to share that narrative and to cut through the noise. Reporters are being bombarded by countless pitches, especially during the legislative session. The public is over-stimulated, receiving news from whatever screen catches their eye. The question then becomes how your message and story stand out among the rest.
It is also important to understand that one story might not fit all. A statewide campaign speaks to very different audiences. The New York State Restaurant Association represents thousands of restaurant owners from Long Island to Buffalo. Lawmakers in Rochester have different priorities than their counterparts in Queens. What’s your plan to tell the different stories in the different regions that matter? Beyond effectively deploying a captivating story, it is essential to determine the right story for the right audience in the right medium at the right time. From the Spanish-speaking restaurant owners in Queens to the old-school Italian restaurant in Buffalo, an echo chamber was created in legislative districts throughout the state sounding off the same message, but in a way that resonated within each community.
Turn up the volume
The campaign for alcohol to-go displayed the effectiveness of consistent and persistent strategic messaging. It was not about shouting into the void hoping someone was listening, but a deliberate strategy of how, when, and where to turn up the volume. The team planned press conferences in key regions throughout New York State and leveraged statistics and survey data to strengthen a unified message. Understanding all the factors at play and the political and legislative landscapes, we created an echo chamber.
We released survey data from NYSRA members that showed how important alcohol to-go was to their bottom lines. When an extra push was needed, we coordinated five simultaneous press conferences in Buffalo, Albany, Westchester, Queens and Long Island. When the Assembly and Senate left the issue out of their one-house budgets, we had our counterpunch ready, claiming that alcohol to-go would clearly generate increased sales tax revenue from what was a $50-billion industry, underscoring the fiscal impact.
This multi-faceted campaign was successful because of a few key factors—a great client who understood what it took to win, a skilled and experience lobbying effort, and strategic communications that drove home a compelling narrative, elevating the issue and making the voices of the restaurant industry impossible to ignore or silence.
