Canadian Marketing Blog

Trading in the H word...

Back in the summer months, marketing folks across the country were busily planning end of year campaigns, and asking their agencies, "are we wishing a “Merry Christmas” or “Happy Holidays” to customers this year?

According to a survey by Rasmussen Reports this year, retailers shouldn't be shy about wishing customers a "Merry Christmas" after all.

And so far this year, it seems to be coming true as I’ve noticed "Christmas" used in advertising by Leon’s Canadian Tire, and Staples (in the background music anyway). Is it just me, or are we returing to the more traditional interpretation of December 25th?

Scott Krugman, a spokesman for the National Retail Federation, said the "Merry Christmas" versus "Happy Holidays" debate has been around for a few years now. After asking 1,000 adults in mid-November which they preferred, they found 67 percent of adults prefer the Christmas-specific greeting in seasonal advertising, while only 26 percent want to see "Happy Holidays."

Examples of US retailers from seasons past who tried to use the more secular term come to mind. In 2005, Target stores ditched the use of the word “Christmas” in their advertising materials, but then decided to resume using it after an immense public outcry. Also in 2005, Wal-Mart forbade its employees from wishing customers “Merry Christmas,” opting for the more generic holiday terms. That decision was protested by religious groups including the Catholic League, which boycotted the retail giant. Wal-Mart announced during the following season that it would return to using the word “Christmas.”

As marketers in Canada, we try to be aware, inclusive and never alienate our culturally diverse population. This year's crop of Christmas advertising may be signaling the return to a more traditional advertising styles for the season. Who know - it may also provide the opportuity to advertise Kwaanza, the Festlval of Lights or Passover in mainstream media.

Who knows...but regardless of what term we prefer, it's the idea of Christmas that matters most, so who cares what we call it?

Podcasting Should Be A Marketer's New Best Friend

It is exactly how I feel.

Yes, I've been doing my own Podcast - Six Pixels of Separation - The Twist Image Podcast - for a while now (over eighty episodes in the can) and yes, I may be biased due to my passion of all things Social Media. Regardless, this new type of media will, without a doubt, challenge Marketers like no media channel before it.

First off, a little clarification: if you have audio or video on your site, it is not a Podcast unless it has a RSS feed. Meaning, if your Users can subscribe to the audio/video feed, then you're Podcasting (be sure to make it available via iTunes and other Podcast Directories as well). If you have streaming video or downloadable audio clips... sorry, those ain't Podcasts.

Now, the challenge for Marketers: how will you keep Consumers engaged in a media channel that they choose to subscribe to, they download to their computer, it can be ported to multiple devices (like an iPod or other portable media players), it can be paused, fast-forwarded, etc... How do we create engaging Marketing messages for a media channel that is so controlled by the Consumer? If you think of traditional media - TV, Radio, Magazines, etc.. they were created for Advertisers... there is a passive relationship between the Consumer and the Media. With Podcasting, there is much more engagement and portability... a true Marketing challenge to be sure.

The next issue (which I'm sure you're thinking about) is how accessible Podcasting is, and does it even have a chance to grow to the size of the more common mass media channels. While I'm not sure if we'll always be calling this new type of media "Podcasting," I can't imagine consumers going back once they experience the freedom of this channel. I think that Podcasting will - eventually - have some kind of paid model and that because the content hits such rich and deep niches, that the value to Marketers will be too high to ignore.

I know, it's still early days when it comes to Podcasting, but the market is primed and healthy. Last year Apple sold their 100th million iPod (and, trust me, millions more have been sold since). We're not even talking about the other manufacturers of portable media. We're seeing sharp inclines in Consumers' appetites for specialty programming, and more and more people are getting comfortable with the idea of downloading media.

My guess is we're approaching a perfect storm where Consumers are soon going to wonder why they ever waited until Sunday night at 7:00 pm to sit through commercials while watching 60 Minutes, instead of just downloading it and watching it where (and when) they choose.

In the meantime, as a Marketer, why not head over to iTunes, check out the Podcasts area? There's a category called "Business", and within there you'll find another sub-category called "Management and Marketing". They're all free, and will make your commute to work or time at the gym fly by. If you're curious to know what's at the top of the cue in my iPod, feel free to head over to my personal Blog, Six Pixels of Separation, and look at the "Listen To These Podcasts" on the left-hand side navigation.

I think it will inspire you to get your clients (or company) thinking about how you too can create compelling content for this new media channel, and what the ramifications might be to Marketers if we ignore this on-demand channel.

Capitalizing On Boomer Opportunities

According to a recent McKinsey report, companies are gearing up to capitalize on the opportunities to market to the huge percentage of the boomer population. Lincoln National, a financial-services company in the U.S., has created a task force to design flexible work arrangements for older employees. The drugstore chain CVS offers 'snowbird programs' which permit boomers to transfer during the winter to sunny locations such as Arizona and Florida. IBM and P&G also look for retirees to work on projects that let them share expertise with younger workers.

In Canada, financial institutions such as HSBC are also doing the same thing to tap boomers as a source of reasonably-priced talent. This year, the bank started a program to actively recruit retirees back to work on a part-time or contract basis. So far, half a dozen retirees have taken the bank up on its offer, and are working part-time on projects and acting as mentors to younger employees.

As competition for ageing knowledge workers heat up, recruiting them will require a better integrated set of initiatives that satisfy more of their needs. McKinsey is predicting that five years from now, a company might have work centres with seating, lighting, computers and telecom equipment geared to the physical needs of older workers. Other workplace trends might include flexibility about working hours, including the option to work from home; company-sponsored affinity groups such as cooking, reading, photography or home improvement, to connect boomers with similar interests; and customized employment agreements.

Helping baby boomers overcome the enormous financial, physical and social challenges and achieve their aspirations for ageing will be a significant business opportunity in the years ahead.

Re-Thinking the Need for the 'Next Big Thing': 6 Success Principles for 2008 That Transform Sorcery into Science

Every year around this time…as we edge up to a new year, I am always asked the same question: “So, Chris, what’s the next big thing?” It’s a question that is also a regular theme at conferences and events throughout the year as well – including at the CMA Digital Conference in October where I had the opportunity to sit in on a breakout table about ‘the future of digital platforms’.

Over the last 15 years, we’ve all seen concepts, processes and technologies compete for the next big thing spotlight. For example, this year was the year where ‘social media’ captured the marketing world’s imagination. In 2006, the crown came to rest on ‘search engine optimization’ and, in 2005, viral marketing was all the rage. Prior to that, businesses were looking for ways to reach Gladwell’s ‘tipping point’, strive for Collins’ ‘great’-ness (from goodness) and raise their ‘emotional intelligence’. Meanwhile, ‘mobile’ has faded in-and-out as the ‘latest and greatest’ repeatedly from 2005 through 2007.

There will be no shortage of predictions and new crazes aimed at capturing the insatiable imagination of the digital marketing community as 2008 unfolds.

But I think striving for the next big thing reveals something about the digital marketing industry that we need to work on…as a group: an unhealthy dependence on finding ‘instant breakthroughs’ that are supposed to revolutionize how business and marketing in particular, is approached and conducted.

We love to talk about the latest and greatest social media site, widget, podcast, tool, gizmo, blog… but sometimes we do so to the point where obsession with the leading-edge means the industry spends little time transforming the newly discovered ‘sorcery’ into a proven science. That was something we heard repeatedly at the CMA breakout session on ‘the future of digital platforms’ – a call for the industry to spend time perfecting the existing technologies and techniques that are on the table. We also heard that marketers are growing overwhelmed with all the ‘latest and greatest’ things they are supposed to adopt into their plans.

It’s been my experience – and that of many of our partners and clients – that rather than waiting for the revolutionary innovation associated with the next big thing it makes much more sense to bring a disciplined approach to evolutionary innovation within our own businesses. Achieving this type of innovation can be achieved by adhering to some key principles:

1) Know Yourself Better Than Anyone. Clearly articulate what it is you do, what it is you do well, what you want to do better and your core operating values.
2) Stay the Course. Develop well-founded plans and then stick to them.
3) Measure Today and Always. Dedicate time, resources and processes to determine your success and opportunities for improvement.
4) Adapt. Anticipate and integrate modifications in work processes, staff and programs.
5) Link-In. Monitor trends related to your customers, prospects, competitors, relevant technologies, social demographics and similar industries.
6) Nurture Creativity. Develop work processes and a culture that truly encourages and rewards innovation.

By adhering to these principles with a dogged-like discipline, each company’s marketing will evolve in ways that will have a dramatic impact on the digital marketing industry – all without relying on the next big thing.

How do you create and sustain evolutionary innovation throughout your marketing programs and your company? Let me know by sending an email to ceo@thindata.com or sharing with us here on the CMA Blog.

Branding recreation

According to a recent Recreational Trends Study, the baby boomer generation of retirees want activities that are energetic and that don’t sound old or tired – activities like bingo, bridge, dances simply aren’t ‘hip’ or healthy enough. This Study also suggests that baby boomers want an upscale or clubby atmosphere in their recreation facilities.

What does this mean for brands in the recreation industry?

These findings suggest that baby boomers value the social aspect, relaxation benefits, and maintaining a healthy and active lifestyle in addition to the core benefit which is having 'fun'.

With so much competition it means that getting the branded market positioning right is essential to ensure that consumers, specifically baby boomers, believe they are able to fulfill these core needs.

The experience is also very important to the recreation consumer. Removing pain points and taking a service-oriented branding stance will improve the consumer interaction and help elevate the experience from ‘positive’ to ‘memorable’.

Unique to the recreation industry, is that the vast majority of consumers start their experience in a ‘pleasant’ mindset. This creates a tendency for consumer satisfaction to be skewed in the positive direction. Since there are so many recreational solutions in today’s marketplace, it is important that brands do not settle for a ‘positive’ customer experience but instead strive for a ‘memorable and positive’ customer experience.

In terms of branding a ‘memorable’ customer experience, a trustworthy, inspiring, and fun brand personality comes to mind when thinking of impactful brand characteristics targeting baby boomers with a recreation lifestyle.

What brand characteristics come to mind for you? Has anyone had a memorable brand experience with a recreation brand?

Move Over Millennials - it's the 50-Plus set spending more online.

Being marketers, we’re constantly training our eyes on what’s next – new technologies affecting how to reach and interact with consumers. In recent times, there’s been lots of attention focused on the 15 – 24 year olds, the gadget savvy, text messaging set we call the ‘Millennials.’ Mostly due to their sheer size – around 80 million strong in North America, we’ve been watching and analyzing their every move, figuring out new ways to engage them with a 2 inch mobile phone screen. Today though, they don’t have high earning power yet, as many are still paying off student loans and getting their careers going. In fact, Millennials in some ways are an audience that holds promise but isn’t ready for prime time.

However one group emerging as an online powerhouse – wealthy, engaged, connected and spending big in travel, finance and electronics, you have to look no further than the heads of many households in Canada, according to ComScore Media Metrix and Statistics Canada. Say hello to mom and dad - the 50+ set!

It’s easy to overlook the influence older Canadians have on our economy, given our obsession with youth culture. Canada’s digital media universe increased 1 million to 23 million users in June 2007 compared to last year, according to ComScore Media Metrix Canada, with a large portion of growth coming from Canadians aged 50 or older. In fact, the average Canuck spends close to 43 hours a month online, burning through 4,000 page views – more than any other country in the world. And older Canadians use web services such as online banking at a higher percentage rate than Americans do.

What makes the 50+ target group such an attractive demographic for an advertiser isn’t just their size, although that is part of the reason as boomers account for almost a quarter of the entire population. It’s their spending power.

According to Statistics Canada, households with at least one member age 55 or older spent 71% of their incomes on discretionary purchases – or $144 billion annually, and are expected to grow to more than $215 billion in 10 years. Granted, older Canadians account for a relatively small portion of the total online universe (around 7%), but consider these recent insights on web usage from Ipsos Reid:

71% of 50-plus Canadians with home access to the web have a high speed connection and spend an average of 8.7 hours per week online.

50-plus Canadians spend a large portion of their online time on research type activities such as trip planning (47%), product purchases (40%) and comparison shopping (37%).

29+ of Canadians aged 50+ visited a social networking site in May 2006 compared to 8% in September 2006. This is mostly due to the influence of their children, using Face Book and the like to reconnect with family and old acquaintances.

The 50-plus Canadian consumer represents a large, diverse and growing segment of the online population. They like to comparison shop, need convenience purchases, shop for quality and most importantly have the time to spend looking for what they need.

Canada's Next Top Ad Exec Competition

The CMA blog is the perfect place to say thanks to CMA for sponsoring “Canada’s Next Top Ad Exec” competition. It’s the second year of this national advertising and marketing competition for business students – brought to life by the DeGroote School of Business at McMaster University and Mitsubishi Motor Sales of Canada. It’s open to 160,000 undergraduate business, MBA and business minors from across the country. The challenge this year is to create an advertising solution for the Mitsubishi brand with a focus on new media.

The top winners (up to two) will literally drive away in a shiny, new Mitsubishi Lancer (this year’s competition is open to teams of two). And the runners-up have an opportunity to obtain summer internships with (so far) CMA and BBDO Toronto and win a host of other industry sponsored prizes.

Top Ad Exec was conceptualized as an experiential education program with the mandate of creating a bridge between industry and universities such that it facilitates a constant exchange of expertise, mentorship, career opportunities, and experiential learning in the areas of marketing and communication - it is hoped that this forum will invite industry influence on the expanse of university curricula and attract the brightest business minds to marketing careers.

While not the first amongst competitions for business students, Canada's Next is unique in that it has a special focus on advertising and marketing, offers the richest prizing and mimics the real world like no other. The competition gives students the opportunity to display their marketing savvy and creativity in an environment outside of the classroom - though some schools have already come forward with the plan to integrate the program into their curricula. The judging is rigorous with a panel of industry and academic leaders joining hands to deliver the verdict.

In 2006-7 the program had unexpected PR exposure of over 6.15 million impressions. Competitors came from across Canada - the top ten finalists from UBC, U Alberta, Queens, Western Ontario, McGill, Mount Allison and McMaster. Top prize ($30,000 Eclipse) went to Monica Walker from Queens. Finalist David Sherrard of McMaster nailed second spot and a career opportunity at Mitsubishi as Marketing Analyst.

So far, more than thirty business schools are signed up to participate. And we’re inviting more Canadian organizations to become program partners. Partners will be visionary organizations committed to enhancing the educational experience of university students; contributing value by rewarding, recognizing, and playing a critical role in developing the leaders of tomorrow.

If you are an organization hiring a marketing intern this summer, want to foster marketing as a career opportunity, or want to just simply get involved – Canada’s Top Ad Exec may be the perfect win-win. Contact us or get more info about sponsorship.

And students - you can’t win if you don’t play – visit nopitchdontbitch.ca for competition details. First submission deadline is January 25th, 2008.

Employment Branding: What’s Your Proposition?

In order to attract and retain top talent, a lot of companies often lose sight of the fact that they need to give their company (not just the products & services that they offer) a brand identity. Many fortune companies do a great job at this and have comprehensive marketing strategies in place specifically for recruitment and brand awareness. They spend millions ensuring that the integrity of their organization is communicated through various marketing vehicles specifically designed to attract potential employees and broadcast positive organizational messages.

You don’t have to be a multi-million dollar organization to do an exceptional job at communicating your employment proposition. By considering a few key tactics, you can be well on your way to appearing on one of those “best companies to work for” lists.

Culture.
Prospective employees are interested in more than just a pay cheque these days. They want to know what the corporate culture is like. Is there flexibility, opportunity to grow, career development, employee perks…? Is there an employee lounge with a TV and a Playstation…? Is employee teambuilding big at your organization?

Cultural fit is extremely important to employees, especially well educated ones… They’re not looking for a sweat shop, especially when there are plenty of companies around who believe strongly in work/life balance.

Awareness.
It’s one thing to have a well-kept secret; it’s another to try to get the right people to discover your secret. Brand awareness is absolutely imperative to maintaining an attractive employment proposition in the marketplace.

Engage in marketing, advertising and public relations ventures to increase the perceived value of working for your organization. Advertising your company as a great place to work will ensure that those resumes keep flowing.

Knowledge.
Arm prospective employees with as much knowledge as possible for them to make an enlightened decision about whether your company is right for them. It’s not just about finding the right candidates; it’s about ensuring that the candidates feel mutual about the relationship. People don’t like changing jobs often, and are quite happy to stick around if you make it worth their while.

Simply posting job openings on your website (especially when they are severely outdated) isn’t enough. Why not set up a separate recruiting site? Allow employees to upload their resumes directly to your site. Let them create alerts, letting them know when new positions become available. Set up social networking sites to foster dialogue and create conversations about what it’s like to work for the company. Take out ads, participate in career fairs, partner with recruiting sites. It is things like these that create positive perceptions and valuable word of mouth ambassadors.

Keeping employees happy and inspiring them to do their best, can not only lead to greater profits and increased morale, but it can push the boundaries of possibility and open many new doors.

Empowering Marketing Intelligence: It's Not Just About the Data

"If you're not going to make decisions, stop asking questions. If you're not going to take action, stop making decisions. If you're not measuring results, stop taking action.” (Rob Armstrong, Teradata)

On November 27th, the CMA's Marketing Technology and Database Intelligence Council held a highly informative session surrounding the challenges marketers are facing with the explosion of data analytics. If you couldn’t make it - here’s what you missed…

The key take-away from the morning was - Focus on the business, the process, the customer - technology is an enabler but the human element is critical to deriving intelligence and insights.

Each of the four speakers had their individual take on how to manage the ever-increasing explosion in data:

Greg Doufas of Rogers Cable is continuously testing the applicability of new analytical methods. As the analysis matures, it "grows up" and integrates into their business intelligence toolset. Each tool has its proper use and it's important to know where to draw the line. Knowing where to draw the line comes with experience. However, they don't focus on the data. They provide a continuous narrative about customers, working continuously to surface insights, not data.

Alioscha Leon of Microsoft Canada is part of a global analytics network striving to implement re-usable modules of analytics know-how, processes and technologies. They don't have one end-to-end solution that satisfies all countries. Instead, they have designed a business logic layer that facilitates the sharing of best practices and a data consumption portal with analytics and visualization tools.

Daymond Ling of CIBC stressed the importance of helping those who seek answers from analytics to ask really good questions, questions that the data can help answer. Business questions are often vague. Help the business re-phrase the question so that you can peel the answer back layer by layer. Don't fuss over tools or let tools be the focus - create something that may not be interesting but that is always useful.

Rob Armstrong of Teradata emphasized the need for integrated operational and strategic data management processes. Business users have to own data cleanliness, not IT. IT manages the process of moving the data around (they're plumbers, managing the pipes, the infrastructure) but business has to be the one who cares about data quality and cleanliness. The problems you are resolving should drive prioritization of analytics work, as well as what you're going to do with it.

A marketers charge is to draw from these insights quickly and with increased frequency. All the speakers highlighted the need to ask the right questions and prioritize the use of both human and technological resources. Technology is rapidly evolving but we need to be constantly vigilant about how a new piece of technology will address a given business need.

So long Speedy

So long Speedy.

Last week, I felt this strange sensation. For the first time in many years, I felt like I was nothing. I spent copious hours online trying to research the reasons for my despair. It suddenly dawned on me. Speedy the Muffler King was closing down.
The company was the country's second-biggest auto-repair chain and used the slogan, "at Speedy, you're a somebody." Without having Speedy around to validate my self worth, I felt hopeless.

Seriously though, I would like to bid farewell to a well-known and loved brand. We should all take a moment to recognize Speedy’s successful marketing efforts. I don’t own and car and have never used Speedy’s services however I know who they are (were), what they stand for and what they offer. Well done. Speedy. RIP

Social Networks And Ad Spend - Should We Change What We Mean By Ad Spend?

eMarketer has reported $1.2 billion in projected advertising spend within social networks this year (an amazing 70% of money being spent is between MySpace and Facebook). As 37% of the US adult population and 70% of teens are frequenting social networking sites, it is a no-brainer that marketers and advertisers are keen to tap into these entities.

As more dollars shift to digital , eMarketer pegs total ad spend of $4 billion worldwide by 2011 against online social networks alone. Those are serious numbers. Naturally, the next question is "what will result from that spending in terms of effectiveness?"

My belief is that before we label social network marketing efforts as "ad spend", we should take a step back and see what is intended for those dollars and how they will be truly allocated. We know that Users do not want to be advertised to, so it may be misleading in terms of the investments marketers will make.

As I have previously written about over at The Client Side Blog and have recently read re:Chris Brogan's and Mack Collier's opinions, I wonder if we should begin segmenting our budgets to reflect "engagement spend" or "community spend" or "conversation spend"?

Outside of the online world we isolate budgets for sponsorship, local area marketing, community events etc.., all with unique objectives, goals and outcomes. So perhaps we should spend some time reviewing what we hope to achieve in social networks and take it from there. Lumping it all under advertising just sounds too easy.

The eMarketer study shows that brands see a huge opportunity to engage Users in social networks. My hope is that we are beginning to think beyond interruption and approach interaction as a platform. Marketers will have to challenge themselves to find the right balance of novelty, utility and relevance for todays consumers. Our best hope is that a good chunk of the "ad spend" goes to something other than ads.

Peering Into the Marketing Crystal Ball - Part III

Here are the final two of four key areas that together will challenge b-to-b marketing leaders in the upcoming year.

Three: Expanding Influence
Ah, the arguments that emanate from the hallways of b-to-b organizations worldwide, as sales and marketing fight over who actually sourced the lead that blossomed into a huge revenue producer. When marketing sees its only influence on results as “sourced” pipeline, these arguments will not only continue, they will grow louder, meaning that marketing must expand how it defines its influence on the enterprise. We recommend a four-pronged strategy for the evaluation of marketing’s business influence, including sourced, recycled, touched and facilitated. “Recycled” influence evolves around the measurement of how many leads that are fed to sales and rejected for various reasons are deposited back into marketing for further nurturing, as well as how many leads are resubmitted and what opportunity these leads wind up driving. This puts particular attention – and definitive value – on a critical role of marketing that is often scarce in b-to-b organizations. “Touched” influence measures how marketers are impacting demand that they do not source, whether the demand is sourced within inside, field or channel sales. We continue to see many marketing functions that have the charter not only of filling the top of funnel, but helping to propagate demand within the funnel that they no longer own. By leveraging the materials they are using to create “original” demand into tools and mini-programs that can be administered by sales, marketers drive incremental spending leverage and impact. Finally, the notion of “facilitated” demand revolves around the reputation-focused activities discussed above. By targeting key categories of influencers – both “formal” and “informal” – spend on reputation can be demonstrated in terms of its ability to foster demand creation.

Four: A Technological Crossroads
Every day, technologists are building an increasing number of tools and services to assist the b-to-b marketing function in its quest to be more systematic and measurable. And while these tools and services are being purchased at rapid rates, the ability for many organizations to use more than their most basic levels of functionality has been challenged at best. This is due to the fact that in all cases – whether we are discussing lead scoring, automated lead routing, tool/collateral delivery, message measurement efficacy or any other marketing innovation – the technology must be backed by process, and leadership at an executive level. One of the greatest threats to these technologies is their own marketing efforts, promising the ability to be up and running quickly; what’s “up and running” generally isn’t the advanced functionality in these systems, due to the fact that they require significant planning and collaboration between marketing and sales to make it work. Without constant drive from a marketing leader to ensure that maximum advantage is being gained from these often expensive purchases, companies tend to drag their feet when it comes to this planning and collaboration. The technology is now available to tackle the tasks that only five years ago were nearly impossible at worst and highly manual at best. We believe the technology can work. But we also believe that we are quickly heading toward a watershed point with these technologies in terms of whether their promise will truly be realized, or only a portion of their promise as we have seen with CRM/SFA systems.

A common theme for all of these imperatives is strong marketing leadership, the kind of leadership that is required to change the way the function measures itself, collaborates with sales and organizes for success. Driving change doesn’t only require conviction, however; it requires focus. When 2009 comes, will you be able to say that you were wedded to the right changes?

Winding down at year's end

It's feeling a lot like Christmas time and with it, a break from the usual day-to-day activities.

Our authors are 'officially' taking a much needed break from the CMA Blog... We'll start up again when the new year gets going - until then, happy holidays from the CMA.

Blog Posts Worth a Second Visit

Looking back over the last year - we have had many interesting and noteworthy submissions, some we may have missed or forgotten.

These are my top 5 picks:

Michael Seaton: Age of Recommendation

Collin Douma: Why there will never be a Web 3.0

Ally Motz: Peering into the Marketing Crystal Ball - Part II

Rob McIntosh: The Millennials - a genuine moving target

Chris Carder: Re-Thinking the Need for the next big thing

There you have it. I could have easily added another 25 posts on this list but I leave that for you. Go through these posts and the archive and share with everyone your top 5.

Thanks for stopping by.

Happy Festivus everyone!
"We'll start with the "airing of the grievances then move to the "feats of strength".

Miro