Month: April 2021

Influencer-Created Videos are a Hit with Gen Z

According to Tubular Labs, the leading global video measurement and analytics platform, the top 10 influencer social channels reached 29% of Generation Z with 150 million unique viewers in March of this year. Compared to the top 10 broadcast social media channels which reached 14% of the same audience with 71 million unique viewers.

FunFact

Consumption of influencer-created videos surged by 26% over the past year to 133 billion minutes watched! (Source: Tubular Labs)

Basic Tips to Help Combat Disinformation

The intentional spread of false information is more prevalent than you may think, and it’s not all related to politics and vaccines. A recent NewsGuard study showed that online users are 2.5 times more likely to engage with unreliable sources today than they were in 2019. As such, brands cannot assume audiences will consistently take time to guard against disinformation campaigns. To get ahead of potential crises, companies must integrate disinformation and consumer-sentiment monitoring into their communication strategies. Educating the public and employees is key.

Know Your Audience: This is the most important aspect of combatting disinformation and is a PR hallmark. When you understand where your audience lives, how it communicates online and what it values, you are more able to evaluate, trace and anticipate disinformation campaigns.

What to Look For: When brands come under attack, PR pros must be ready to conduct a thorough audit of online conversations. This includes assessing which accounts are engaging genuinely in conversations and those merely adding fuel to the fire.

Influential Accounts: Brand communicators need to identify accounts that hold the most influence in shaping online conversations. Establishing the source of disinformation can be crucial when determining next steps.

Need help with crisis planning? CONTACT US!

#FGF Story: Retro Video Store Bunker

Brian Hogan, a barber and dad from Des Moines, Iowa, turned his basement into a retro video store during the pandemic to stave off quarantine blues and his wife documented the transformation on TikTok. The initial video introducing the Video Bunker has attracted 5 million views and more than 667,000 likes.

What We’re Reading

• Skates, sewing machines, and sex toys: See the everyday objects that got us through COVID19
• “Whatever it is, it’s not very good”: The strange, incredible case of the $100 million deliHow Merchants Can Optimize Mobile in a Smartphone-Saturated Market
• Zuckerberg Lays Out Plans for New Revenue Tools for Instagram Creators, and Improved Brand Promotional Offerings
• To fight food waste, products can now be labeled Upcycled Certified
• Walmart starts feud with Kanye West over similarities between new Yeezy logo and store’s classic design

#ProTips to Social Media Success

One thing’s for sure, social media is not going away. It is essential to learn how to engage better with your customers, employees and followers. Here are some quick tips:

• Know the seven C’s of a successful social media strategy: community, content, curation, creation, connection, conversation and conversion.
• Social media metrics boil down to three main categories: awareness, sales and loyalty.
• If you are top-of-mind within your network or industry, you are likely successful on social media.
• Gain a deep understanding of what your target audience likes about your social media activities.
• The most successful people on social media make good use of content curation — the process of sharing the “best of” content on the internet.

Need help with your social media initiatives? CONTACT US!

Tiktok Unveils Lead Generation Tool

TikTok now offers a lead generation ad tool, which enables brands to include calls to action, questions and profile images within in-stream ads, and invite prospective customers to respond and provide contact information. Prospect data is stored on TikTok and can be downloaded into CRM systems and immediately activated.

Three Ways to Grow your LinkedIn Page

Try these strategies for building your brand’s professional community:

• Invite your personal connections to follow your Page.
• Ask employees to add your Page to their LinkedIn profile work experience.
• Tap into your Community Hashtags.

Facebook Unveils Suite of New Audio Products

Facebook announced that it is launching a suite of new tools and features designed to help users better connect with each other and their favorite creators through audio.

Why is Social Media Data Important to B2B Sales Funnels?

You can’t analyze the efficiency of your B2B social media marketing efforts without raw data. With so many marketing activities and steps in the buying journey taking place on social media, analytics without social data won’t yield many useful insights. Analytics can answer some crucial questions about whether your social media activities can help you meet your goals such as:

• Which social media platforms are generating the most leads?
• What kind of content is making your audience click, share, and convert the most?
• What are your top-converting posts?
• Are your audiences more interested in engaging with TOFU, MOFU, or BOFU content?

By analyzing the right social data, you can learn what is and isn’t working — and then tailor your social media marketing strategy accordingly. The goal is to create a funnel that effectively addresses your buyer’s needs and brings them closer to closing a sale. Within this process, there are two critical areas where social data analytics are especially beneficial – Lead Enrichment and Messaging.

Need help analyzing your social platforms? CONTACT US!

Resilient Retail

JLL released its latest research report entitled Resilient Retail: How retailers are pivoting and showing signs of resilience. Here are some of their insights for retailers moving forward:

• Food services will continue to champion off-premises solutions that bring both safety and convenience to customers.
• Both landlords and retailers are expanding their online platforms, making the customer experience more integrated.
• Retailers will increasingly leverage video chats to translate in-store events and experiences to a virtual environment.
• Retailers will adapt their offerings to address the increased need for comfort and health.
• Retailers will tighten cost structures and think strategically to absorb new expenses.

Livestream Pop-Up Shop

Livestream shopping is a new way to buy and sell through live online broadcasts. Shoppers can discover and support small businesses everywhere, as the owners host live TV events to show off their merchandise. No need to sell based on a static, one-dimensional photo! Brands have the opportunity to host their own shows answering questions in real-time and making a real connection with their customers. It’s almost like being in a store!

The Industry’s Leading Retailers Make Every Day Earth Day

From national chains to local businesses, retailers deliver positive environmental, social, and community benefits in a variety of ways. Here are some examples:

• Buying renewable energy
• Engaging suppliers and improving supply chains
• Offering more sustainable products
• Setting climate goals
• Investing in energy efficiency

SPACES WANTED: Ottawa (mall) + Toronto (Queen Street West)

Fashion brand looking for 900-1,200 sq ft. Storage room required.Have an available space?

Are you a match? CONTACT US.

Toronto Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go provides organizations across North America with a range of available spaces for pop-up activations. Check out these feature spaces in Toronto:

Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

Cashless Roadside Pop-Ups

Mastercard teamed up with navigation app Waze and McCann Bucharest to literally put farmers and small food producers’ roadside pop-ups on the map and offer them the tools they need to take card payments. Farmers, bakers, beekeepers, cheesemakers and other roadside vendors signed up for Piata la Drum, or ‘Roadside Market.’ They’re then listed on Waze with a profile and description of what they’re selling, so drivers can easily locate their pop-ups. Yes, Mastercard stands to gain from signing up new merchants. But they’re also helping small business owners.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

Read about recent and upcoming pop-ups and pop-ins that we love.

• Spar, UK grocer launches first pop-up shop
• Indianapolis’ Blue Mind Roasting is taking over a former bank to host a drive-thru pop-up coffee shop
• FL school puts together a prom pop-up shop for high school students
• BC pub pivots to a Plant Pop-Up in support of businesses in the community
• Nintendo launches online Kirby Café Pop-Up Shop
• Calgary’s new ice cream pop-up shop will have a dog-friendly patio

Frankie’s on the Park Pop-Up

June 2 – 6 | Bethesda Row Shopping Center, MD

We’re pleased to have helped Frankie’s on the Park launch their upcoming pop-up in Bethesda, Maryland in June. Frankie’s on the Park offers the ultimate boutique shopping experience for tweens and teens, with permanent stores in Chicago and Los Angeles.

brand looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto or Vaughan during the summer months.

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen? Perhaps you have a kitchen space and are looking to connect with food entrepreneurs?

We are looking to connect food brands and spaces. CONTACT US.

Downtown Toronto or Vaughan Space Wanted

A food brand looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto or Vaughan during the summer months.

Ambition is the path to success. Persistence is the vehicle you arrive in.

– Bill Bradley

Business Pivots

Small businesses have faced enormous and well-documented challenges over the last year, and they have had to be smart and scrappy to survive. Here are some great ideas to inspire your business pivot:

Innovate out loud: Innovation should be a rapid, iterative process – don’t let it get bogged down in existing systems or ways of working.

Break out of your box: Find opportunities to grow your brand, not just up, but sideways. Be clear on the capabilities you have and on how consumers can benefit from them and turn them into monetizable assets through partnerships that can also help reduce overhead.

Don’t change what you do, change how you do it: Clearly understand the benefits your brand provides – think beyond products and services, and understand the emotional needs they fulfill.

The real risk is doing nothing: Changes in consumer behavior may seem like threats to business as usual and that’s because they are. But the reality is that consumer behavior is always changing. So be brave, get out there, and try something new because when shifts happen, there are opportunities to be found.

Bad Personal Password Habits Transfer to Businesses

The latest research from NordPass analyzed data from public third-party breaches that affected Fortune 500 companies. In total, the analyzed data included 15,603,438 breaches and was categorized into 17 different industries and discovered the number one business password is…..password. Here are some tips on improving your password:

• Create complex and unique passwords, update them regularly, and store them in a password manager.
• Use multi-factor authentication or single sign-on.
• Educate your employees on password safety and potential risks.

What Bert and Ernie Can Teach Executive Storytellers

Content creators can learn valuable lessons from Sesame Street, the beloved show that has featured creative storytelling that has educated and entertained for more than 50 years. Bert and Ernie showcase the importance of understanding the audience, making a story easy to comprehend, the value of pop culture references, and the fun of plays on words.

#FGF Story: Scientists Create World’s First Truly Biodegradable Single-use Plastic That ‘Eats Itself’ in Just 2 Weeks

Scientists at the Berkeley Lab and UC Berkeley have designed an enzyme-activated compostable plastic that could diminish microplastics pollution and… is very promising for plastics upcycling! Read more here.

What We’re Reading

• What is Gross Merchandise Value (GMV) and How to Increase It?
• Sustainability Spotlight: Selecting The Right Environmentally-Minded Solution Providers as Partners
• Nearly Two-Thirds of Gen Z Will Shop Mostly Online – But Only if the Digital Experience Is Great
• 40 creative gifts that will delight your mom (or anyone) this Mother’s Day
• How Princess Polly Stormed The U.S. Teen Market With TikTok Try-On Hauls

Every Friday, we share some of our interesting reads. Please share what you’re reading by tweeting #FGFreads

Brands Favor Micro-influencers, Instagram

A recent survey from Linqia revealed that 71% of respondents plan to increase their influencer budgets this year with 90% intending to put more emphasis on micro-influencers compared with 80% last year. Most brands favored using 5 to 10 influencers for each campaign and prefer Instagram, but TikTok will see the biggest growth this year, per the report.

Need help with your influencer relations? CONTACT US!

#PROTIP: Video, Interactivity Among Key Email Trends

Top email marketing trends to watch include the popularity of explainer or how-to videos, mobile-optimized design, and protecting brand reputation by only messaging engaged prospects who have opted in.

Facebook Unveils Suite of New Audio Products

Facebook announced that it is launching a suite of new tools and features designed to help users better connect with each other and their favorite creators through audio.

Nearly 75% of Mallgoers are Eager to Return to Brick-and-Mortar

IBM’s latest global consumer report revealed that a large majority of mallgoers simply can’t wait to hit the aisles. After polling more than 15,000 adults across nine countries, the technology giant’s Institute for Business Value found that consumers around the world are eager to return to brick-and-mortar locations, thanks to broader vaccine rollouts, drops in COVID-19-related mortalities, and a strong desire for “normalcy.”

April 29 @ 11:00 AM EDT (French) + 1:30 PM EDT (English)

Insights into the “New Work” Megatrends in Retail

Hettich Canada has dedicated a webinar session on sharing new ideas, concepts and inspiration for retail spaces. A new generation of retail design provides clear added value for shop and interior fitters, retailers and customers. During their April 29 webinar, Hettich will present highly practical concepts for a wide variety of applications that are easy to realize and completely individual in terms of design.

Registration is free, but mandatory, and the webinar on Retail Megatrends is live streaming on April 28 at 11 AM EDT in French and at 1:30 PM EDT in English.

Space Wanted: Orange County, California

An event group is searching for 2,500-7,000 sq. ft. of space in Orange County to host a special event with a spooky theme in mid-June for two weeks. Have an available space?

The Industry’s Leading Retailers Make Every Day Earth Day

From national chains to local businesses, retailers deliver positive environmental, social, and community benefits in a variety of ways. Here are some examples:

• Buying renewable energy
• Engaging suppliers and improving supply chains
• Offering more sustainable products
• Setting climate goals
• Investing in energy efficiency

28,000 sq. ft. in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto. Are you a match? CONTACT US.

Toronto Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go provides organizations across North America with a range of available spaces for pop-up activations. Check out these feature spaces in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

Read about recent and upcoming pop-ups and pop-ins that we love.

• Biscuiteers, online cookie retailer opens pop-up shop at Bicester Village, UK.
• Oxford Street ‘pop-up’ shop to host online retailers
• Ikea launches pop-up shop in Hong Kong
• Virtual Beauty Retail: Mary Kay launches digital pop-up shop
• Tesla opens Tel Aviv pop-up shop

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen? Perhaps you have a kitchen space and are looking to connect with food entrepreneurs?

We are looking to connect food brands and spaces. CONTACT US.

Downtown Toronto or Vaughan Space Wanted

A food brand looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto or Vaughan during the summer months.

There is great debate about the Caspian Sea and whether it is a sea or a lake.

How many mentions did we get? Media Monitoring

Media monitoring is a fundamental tool for any business as it lets marketers stay up to date on their company’s reputation. It also provides insights on the competition as well as overall industry trends.

Here are 7 key tips for effective media monitoring:

• Know why you are monitoring.
• Determine where your audience is active.
• Identify key words/phrases to be monitored.
• Listen before you speak.
• Delegate someone to respond when necessary.
• Leverage influencers.
• Use the right tools.

Need help with media monitoring? CONTACT US!

Infographic: The rise in social shopping

Social media is driving a shift in e-commerce habits with 54% of those surveyed by Bazaarvoice saying they’ve shopped via Instagram and 38% from Facebook during the past 12 months as compared to 18% and 15% respectively prior to the pandemic. While 77% surveyed say they’ve purchased directly from brand sites (up from 72% pre-pandemic), 75% of shoppers say they’re “very influenced” to purchase products via social media. Check out the infographic.

Nine Ways to use Social Media to Connect with Journalists

Communicators need to be effective at creating and developing connections with different members of the media, from journalists and editors to producers, and everyone in between. One effective way to do so is by sharing eye-catching content on their social media feeds including videos.

Consider these tips for connecting with media pros on social media platforms:

• Engage with their content.
• Mention relevant social media posts in your pitch.
• Share relevant content from your industry.
• Look for connection points in their feed.
• Communicate naturally.
• Stick to appropriate platforms.
• Share journalist work.
• Reach out through your personal account.
• Keep engaging, even when you have nothing to pitch.

#FGF Story: Busch Dog Brew Wants to Hire Your Dog as Chef Tasting Officer

Busch Beer says it wants to pay your dog $20,000 to taste test its new canine-friendly brew. The company announced that it’s hosting a contest to hire a four-legged “Chief Tasting Officer” for their popular Busch Dog Brew.

What We’re Reading

• Jeff Bezos’ 2020 Letter to Shareholders
• Why We Keep Returning To The ‘Best’ Decades In Fashion, According To Experts
• Buy now, pay later moves into professional services
• How to Help Your Team Refocus on Growth After the Hassles of Covid
• Daily and Weekly Virtual Merchandising Checklists
• Podcast: TODAY, EXPLAINED

Every Friday, we share some of our interesting reads. Please share what you’re reading by tweeting #FGFreads

Gartner: 63% of Marketers Struggle with Personalization Tech

According to consulting firm Gartner, about two-thirds (63%) of digital marketing leaders said they continue to struggle with personalization. A key challenge is implementing newer technologies like artificial intelligence (AI) and machine learning (ML) to support customer acquisition and retention. Only 17% of marketing leaders are using AI/ML broadly, despite the fact that as 84% said the technologies enhance the ability to deliver real-time, personalized experiences. A main barrier to adoption of AI/ML is trust in the technology, but that hurdle can be overcome with increased usage.

Need help with your digital transformation? CONTACT US!

Female Drivers use Tiktok to Promote Trucking Industry

Several female truck drivers have attracted large followings on TikTok by sharing what their job is like. The purpose of their postings is to encourage other women to pursue careers in trucking. “I like to show that you can still be feminine in a male-dominated field, and a lot of people like to see that,” says Tierra Allen, also known as the “Sassy Trucker”.

Webinars of Interest

April 21 @ 2:00 PM EDT | Digital Transformation in Retail

For retailers, a digital transformation plan is now a must-have to drive value for both brands and customers while creating competitive advantage and driving growth. Sporting goods retailer, Sports Basement, shares their success stemming from the use of a digital technology solutions developed by Savantis. The platform was used to re-imagine the online and in-store customer experience, build a stronger supply network, and empower staff and employees with tools and technology that create seamless integration of front and back-office functions for greater visibility and decision-making, in real-time. Discover their story in this live #SAPInsider expert webinar, taking place April 21 at 2:00 PM EDT. Registration is free, but mandatory.

April 28 @ 11:00 AM EDT (French) + 1:30 PM EDT (English) Insights into the “New Work” Megatrends in Retail

Hettich Canada has dedicated a 30-minute webinar session on sharing new ideas, concepts and inspiration for retail spaces. A new generation of retail design provides clear added value for shop and interior fitters, retailers and customers. During their April 28 webinar, Hettich will present highly practical concepts for a wide variety of applications that are easy to execute and completely individual in terms of design. Registration is free, but mandatory.

Curated Mixed-Use Real Estate

Hudson’s Bay Co. is embarking on an ambitious plan to upgrade its flagship properties in Canada. The retail group announced that it will build a 25-story office tower of about 1 million square feet, as well as “transform” its existing retail space in downtown Montreal. The mixed-use real estate project is expected to be underway by 2023, with its completion targeted for 2027. According to president and CEO Iain Nairn, the development will include a “curated assortment” of merchandise in a “digitally connected store with elevated service”.

Space Wanted: Orange County, California

An event group is searching for 2,500-7,000 sq. ft. of space in Orange County in mid-June for two-weeks to host a special event with a spooky theme. Are you a match? CONTACT US.

#TrendAlert Cow Print

According to the Fall 2021 runway, cow print is here to stay! The mooody animal print was spotted on jackets, bucket hats, boots, and skirts during recent fashion shows and there are 48K average weekly web searches for cow print. Tops (24%), swimwear (19%), handbags (11%), intimates (9%), and pants (5%) are the most popular cow print product categories, and the trend is anticipated to continue to grow over the next six month. Want to host a pop-up inspired by this trend? CONTACT US!

28,000 sq. ft. in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto. Are you a match? CONTACT US.

Toronto Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go provides organizations across North America with a range of available spaces for pop-up activations. Check out these feature spaces in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two stories located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

Read about recent and upcoming pop-ups and pop-ins that we love.

• The Museum of Youth Culture has a brand new pop-up shop
• Disney Imagineers may be planning pop-up experiences
• Pop up grocer coming to Chicago
• Pop-ups in Charlotte
• Capture the perfect selfie at this Waterfront pop-up shop
• Environmentally-friendly fashion: Pop-up thrift shop
• Jacob & Co.’s watches are at a Pop-Up Shop in Miami

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen? Perhaps you have a kitchen space and are looking to connect with food entrepreneurs?

We are looking to connect food brands and spaces. CONTACT US.

Downtown Toronto or Vaughan Space Wanted

A food brand looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto or Vaughan during the summer months.

There are approximately two thousand islands across the globe.

Eight Traits Extraordinary Leaders Have in Common

Having interviewed some incredibly special people, from professional athletes and Olympians to business titans and pioneers, to leaders of government, philanthropists, and entire communities, Chief Executive Magazine recently put together a list of eight intriguing commonalities that lead to personal, societal, and business success.

• A personal mission or purpose.
• Embrace and take advantage of interdependence with others.
• Are efficient learners.
• Are undeterred by their mistakes.
• Are inclined to be optimistic.
• Are confident, but not overly confident.
• Are willing to work hard.
• Respond well to challenges.

Bottom-Lining Your Meetings

One of the most critical skills leaders can learn is the art of bottom-lining, getting to the underlying or ultimate outcome quickly. Concise communication is important for a variety of reasons. In groups, it ensures more voices can come to the table with information that elevates the discussion. Bottom-lining keeps everyone engaged in the issue or topic at hand, and it allows people to move from their stories into defined action. It can also help individuals deliver more powerful feedback and have meaningful discussions that get to the root of issues.

Here are a few simple steps to successful bottom-lining:

• Speak less – After 30 seconds, pause, ask a question, and allow others an opportunity to contribute.
• Find appropriate ways to be heard – The conversation is about sharing ideas, it’s critical to ensure you keep everyone on track.
• Use multiple facilitation tactics – Examples include providing agendas and materials in advance, offering time in meetings for silent reflection/idea generation, and pausing to ask questions.
• Stay on track – Lead the conversation by sharing important information or making your point as opposed to waiting until the end.
• Get comfortable with silence.

How To Get “Newsjacking” and “Trendjacking” Right

Newsjacking and trendjacking is the practice of creating content around breaking news or a new trend to drive brand visibility, user engagement, and online traffic. But using newsjacking to increase visibility and brand interest may backfire if not done well.

Here are some guidelines to remember:

• Ensure the themes connect well with the values your company stands for.
• Research the trending news well before jumping at it. The facts must be accurate and the topic not too sensitive to comment on.
• Keep a tab on your peers to ensure you are not repeating something others have already said.
• Timing is critical. Something which is breaking news today may not elicit reader interest after 10-15 days. If you want to drive traffic through newsjacking, act fast.
• Publishing content purely for the sake of publicity without tying it to your brand values can come across as insincere.

#FGF Story: Tide Enlists Celebrity “Cold Callers” For Sustainability Push

Tide detergent brand is promoting the environmental benefits of washing clothes in cold water with a campaign starring rapper Ice-T and wrestler “Stone Cold” Steve Austin. The campaign includes several spots showing the duo making cold calls to celebrities like Annie Murphy and Mark Messier encouraging them to save money on their energy bills by using cold water. Other celebrities included in the “Tide Cold Caller” campaign include Mr. T and Vanilla Ice. The spots are running across broadcast TV, online video, digital, social, radio, and in-store. Check out the video.

What We’re Reading

• Return to work, but not return to normal
• How Women Executives Are Leading Running Powerhouses in an Ultracompetitive Landscape
• Consumers embrace technology to shop for beef in pandemic
• Championing Digital Transformation: Start With 8 Steps
• I run Google TV. Here are my secrets for leading a team remotely

Every Friday, we share some of our interesting reads. Please share what you’re reading by tweeting #FGFreads

Effective Influencer Marketing

Looking to tap into the power of influencer marketing to maximize your social media marketing efforts? Influencer partnerships can have a huge impact on campaign success, especially on more creative, visual platforms like Instagram. The right collaboration could give your brand a major boost.

• Tap into Customer Creativity – Utilize user generated content (UGC) and influencer content through campaigns to boost engagement and brand resonance.
• Find Happy Customers and Share Their Stories – Consider celebrating happy customers by using their experience stories to better connect and communicate about your business.
• Use Branded Content Ads – Facebook/Instagram’s new branded content ads combine the improved resonance of influencer posts with the platform’s ad targeting tools.

Interested in an influencer collab? CONTACT US!

#ProTip: The power of social media retargeting

Retargeting on social media is an important strategy for B2B marketers as it drives conversions and boosts brand awareness.

The Rise of CGI Influencers

Calvin Klein, Prada, and Coca-Cola are among the growing number of brands making use of computer-generated imagery (CGI) influencers to boost brand awareness and engagement. These digital influencers have the power to impact the lives, thoughts, and buying decisions of today’s consumers and are likely more attractive to millennials and Gen Z-ers due to their novelty.

#FunFacts

72% of American adults have used social media platforms, a percentage that’s stayed pretty consistent over the past five years, with YouTube the most popular site at 81%, followed by Facebook at 69%, according to a Pew Research Center survey. YouTube and Reddit experienced the most significant user growth since 2019 and those aged 18 to 29 favor, in order, Instagram, Snapchat, and TikTok.

Six Payments Trends

Last year was a transformational year for the payments landscape and customers across the age spectrum quickly adapted to digital, contactless payment channels as social distancing rules were imposed for public safety.

Below are the top six payment trends that gained traction last year and are set to evolve into mainstream payment models this year.

• Deferred payments or Buy-Now-Pay-Later (BNPL)
• Digital payments
• E-commerce and embedded payments
• Real-time payments and Automated clearing house (ACH) transactions
• Peer-to-peer (P2P) payments
• Cross-border payments

Read the full article.

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen?Perhaps you have a kitchen space and are looking to connect with food entrepreneurs? We are looking to connect food brands and spaces. CONTACT US!

US Data Shows In-Store Visits + Foot Traffic on the Rise

The US is seeing a steady increase in in-store visits and foot traffic to retail and restaurant establishments for 2021, according to the data scientists at Zenreach. The 90-day trend going back to January 1 shows a 47% increase from where we were last year at the same time. While there have been some minor dips, the overall trend is constantly pacing upwards, showing a strong recovery for hard-hit retail and dining establishments.

Pangaia Pops In at Selfridges

Pangaia is kicking off its first physical retail experience with the help of UK department store Selfridges. Beginning this week and running through May 2, the sustainability-focused materials science and apparel company will occupy a temporary installation at Selfridges Corner Shop, a designated spot in the landmark London department store for brand collaborations and exclusives.

Toronto Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go provides organizations across North America with a range of available spaces for pop-up activations. Check out these feature spaces in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two stories located on Queen and Bathurst Streets.

#FunFact

Pittsburgh, PA has seen a 293.7% increase in in-store visits and foot traffic to retailers and restaurants for Q1 vs. the same period last year.(Source: Zenreach)

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

Read about recent and upcoming pop-ups and pop-ins that we love.

• Dior is Blowing Up Giant Balloons for a Pre-fall Collection Drop
• Sunday Citizen Launches Interactive Pop-Up Shop in SHOWFIELDS Miami
• Kim Kardashian Opens First Skims Pop-Up Shop in L.A.
• Dapper Day Pop-Up Coming to EPCOT Flower & Garden Festival
• Alla Vodka Shop Opens 3-Day Miami Pop-Up Showcasing Vodka Sauce on Italian Dishes
• UK’s Goderich Hosting Pop-Up Shops and Entertainment on its Beach this Summer

Downtown Toronto or Vaughan Space Wanted

A food brand looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto or Vaughan during the summer months.

“Sometimes when you lose your way in the fog, you end up in a beautiful place! Don’t be afraid of getting lost!” Mehmet Murat Ildan

Leverage These Five Trends That Are Here to Stay

The pandemic has impacted everyone’s lives and understanding shifting consumer trends is more critical than ever before. Here are five trends that are here to stay:

• Sustaining Safety + Wellness: Consumers spent much of the past year striving to keep their families safe and healthy. Products related to hygiene, health, and home will continue to be an important part of peoples’ lives going forward.
• Home at the Center: For many consumers, home has been the center of their lives. It’s been their office, served as a homeschool setting, a gym… the list goes on.
• Digital as a Way of Life: Virtual and online connections are now often the norm for social interaction, work, shopping, health, and entertainment.
• Control Amid Uncertainty: We are all looking for certainty and control in a world that is far less in our control, driving consumers to people, brands, and retailers they can count on.
• Do Good For My Community: As we face multiple crises, from a global pandemic, economic downturn, social unrest, and climate change, consumers are increasingly expecting companies and brands to step up, take a stand, and have a positive impact on society.

Companies that adapt to shifting behaviors will lead the pack.

Producing B2B Videos

Utilizing video to showcase your products across numerous channels can seem overwhelming. However, you can create dozens of video assets produced in an expedient and affordable manner as long as you have a solid strategy and thorough pre-production plan. Here’s how in five easy steps:

• Identify the video formats needed (social, broadcast, short-form, etc.)
• Conceptualize your videos and create a detailed run of show with shot lists
• Head into production
• Publish, monitor, and test
• Repurpose your videos into different formats, edits, etc. to give them “legs” and extended use

Need to produce a video? We offer end-to-end solutions from short form to full-length videos. CONTACT US!

#ProTip

Trends pop up quickly in short-video venues. Whether it’s a viral dance move, a meme, or food-preparation techniques like tortilla hacks and whipped coffee (also known as Dalgona coffee), it’s important for marketers to keep an eye on what’s trending among users—and be prepared to act fast.

#FGF Story: Kraft Mayo Offers Kits to Help Overcome “Mayophobia”

Kraft Mayo is giving away kits to help consumers overcome an “irrational fear” of mayonnaise, a condition the condiment brand describes as “mayophobia.”

Each kit has a blindfold, a nose clip, a selection of mayo in different sizes, and a marker to rename a jar of the condiment. Check out the video.

What We’re Reading

• Volkswagen’s Voltswagen rebrand turns out to be elaborate April Fools’ prank
• 9 emerging DTCs to watch in 2021
• What short-video marketers should know about UGC
• Average Easter Spending Expected to be Highest on Record
• Spotted! Canadian Tire uses a block of ice as a spring countdown
• Google Maps will start showing you slower routes. Here’s why

LinkedIn Readies Live Audio Experience, Engagement Tools

LinkedIn has announced plans to launch live audio rooms on its app, similar to Clubhouse and Twitter Spaces. This is sparked by the nearly 50% growth in conversations on LinkedIn reflected in stories, video shares, and posts on the platform. LinkedIn is also rolling out additional tools and features, including a Creator Mode for hashtag posts to turn posters into influencers, a “Follow” button, and Cover Story for video introductions.

Interested in revisiting your social media strategy? CONTACT US!

Consumers Reboot, From Brands to Relationships, Data Shows

Emotions and content are key to understanding consumer sentiment and behavior. A Harte Hanks study released Monday shows a direct correlation between vaccine distribution and consumers’ readiness to bounce back from lockdown fatigue and frustration and reduce isolation. Here are some insights from the respondents:

• 35% believe that they are now more mindful of the brands they choose, with 76% now looking for quality in a brand and 70% wanting affordability.
• They rated themselves a 73 on a scale of 0 (anger) to 100 (joy).
• Whether it’s a new relationship, new product, or new experience, they are 42% more likely to try new things than they were a few months ago.
• 57% want to exercise more and eat healthy.
• Millennials were more likely to feel optimistic than other population segments on several fronts: business travel, finances, mental health, and returning to their traditional shopping habits.

Study: Consumers Miss In-Store Shopping

According to research by design agency ChaseDesign, shoppers miss the physical, human side of the in-store experience with 78% of U.S. consumers planning to shop more in person this year than last year. Forty-two percent said they miss being able to touch and feel products — and 63% long to get out of the house. To create a positive in-store experience for consumers, the study revealed that retailers must ensure to have an inviting atmosphere (54%) and employ believable, knowledgeable staff (50%) to meet their expectations.

Ready to connect with consumers via a pop-up? CONTACT US.

28,000 sq. ft. in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto.

Are you a match? CONTACT US.

Pop-Up Tech

Brands don’t have to stick with an all-or-nothing retail technology strategy. Advances in cloud-native architecture and resilient commerce makes it possible to put a brand’s best foot forward. Here are four ways a tech strategy can help:

• Planning. Floor plans, merchandising, and fixtures can be a nightmare, but with DIY tools brands can take control of elements in the virtual world to ensure a smooth transition to their physical pop-up. VM-ID recently launched its Visual Merchandising Floor Plan tool that helps guides users through categorization and zoning and ensures that the floor plan created is optimized for a successful and enticing shopping experience. Check it out.
• Deployment. Small and lightweight cash processing systems that are connected online enable pop-ups to easily process sales and gather valuable sales reports.
• Data. Integrated sales and marketing systems can track customer data, aiding in the creations of an omnichannel experience.
• Localization. When activating mobile pop-ups it is imperative that your tech strategy be able to keep up with customers’ “home” shop, product availabilities by location, tax implications, etc. to keep customers connected with the brand.

FEATURED SPACE: GVA’s Tsawwassen Mills

With over 180 stores and 4-million visitors annually, Tsawwassen Mills is a one-of-a kind shopping experience that offers a perfectly curated mix of premium fashion brands, factory outlets, restaurants, and entertainment options. This centre is a unique destination for Greater Vancouver Area shoppers and tourists alike!
Check out Retail Insider’s Photo Tour of the property.

Interested in popping-up at Tsawwassen Mills? Spaces are available! Contact us!

Toronto Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go provides organizations across North America with a range of available spaces for pop-up activations. Check out these feature spaces in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two stories located on Queen and Bathurst Streets.

#TrendAlert

“COVID-19 has accelerated pre-existing trends and crystallized new preferences and priorities. The three trends promoted by the pandemic — digitally enabled convenience, frugality, and health and wellness — will continue to drive consumers’ behavior as the pandemic subsides.” Denise Dahlhoff, senior researcher, consumer research at The Conference Board

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

Read about recent and upcoming pop-ups and pop-ins that we love.

• Atlantic Station Hosts Custom-Bike Pop-Up
• CambridgeSide Hosts Black Owned Bos. Pop-Up Shop
• Girl Boss Fashions opening pop-up store in downtown Detroit
• Versace Brings Its Spring Underwater Pop Dream to Shanghai
• Louis Vuitton’s SoHo Store Dedicates Pop-up to Summer Collection
• Ganni Opens Month-long Pop-In Shop at Nordstrom’s NYC Flagship

Budweiser Celebrates the Return of Baseball with Pop-Ups

Budweiser celebrated the April 1 start of the MLB season with pop-up experiences in Chicago and New York for fans who can’t go to games in-person. Fans also got the chance to throw the first ball for their teams by using #Sweepstakes and #BudPitchYourPitch on Twitter.

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen? Perhaps you have a kitchen space and are looking to connect with food entrepreneurs?

We are looking to connect food brands and spaces. CONTACT US.

Downtown Toronto or Vaughan Space Wanted

A food brand looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto or Vaughan during the summer months.

The origin of the Easter Bunny dates back hundreds of years, beginning in Germany, where the hare was said to be the symbol of the Pagan Goddess of Spring and Fertility.