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FG276: Impact, influence and coopetition.

#ProInsights: Impact Marketing

Impact marketing, also known as cause-related marketing or purpose-driven marketing, is a strategy whereby businesses align themselves with a social or environmental cause to create positive change while promoting their products or services. This is an important component of a marketing plan as it can help:
  • Build brand reputation
  • Connect with socially-conscious consumers
  • Differentiate businesses and create a competitive advantage
  • Engage with employees and increase retention
  • Create positive societal impact
  • Strengthen relationships with stakeholders
McCain’s ‘Little Moments‘ is a great example of impact marketing. This ongoing awareness campaign plays on meaningful everyday moments.
Working with families who have neurodivergent, disabled or chronically-ill children, the ads discuss how the little moments often mean the most to families whose children struggle more than their peers. In partnership with the Family Fund, which offers grants and financial support to families raising disabled or seriously ill children, the campaign involves a series of nationwide, televised ads that captured the essence of family time.

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Coopetition

Coopetition, defined as cooperating with a competitor to achieve a common goal or get ahead, has been gaining quite a bit of traction in recent years. A successful example includes Apple and Samsung whereby working together was advantageous to both companies. The coopetition provided the industry’s best screen (Samsung) to a competitor’s phone that has a loyal customer base (Apple). Apple even offered iTunes movies and TV shows on Samsung’s television sets.
There are many reasons for competitors to cooperate, from a way to save costs and avoid duplication of effort to embarking on a project that is too big or too risky for one company to manage. Coopetition may simply be an option when one party is better at doing A while the other is better at B, and the companies can trade skills.

What We’re Reading

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#BeOurGuest: Transforming Retail: Empowering Small Businesses through Omni-Channel Strategies

In the rapidly evolving world of retail, small businesses face unique challenges. With the advent of technology and the rise of e-commerce, local retailers must adapt to changing consumer behaviors and embrace innovative approaches to remain competitive. One powerful solution that has gained traction is the implementation of omni-channel strategies. The Retail Through the Lens of Omni-Channel program has allowed me the privilege of working closely with small business owners, witnessing firsthand the transformative impact of this approach on local retailers and their communities.
Read the full blog written by our guest author Craig Patterson, Founder of Retail-Insider.com and President, CEO and Publisher of Retail Insider Media Ltd.
Have an Interesting Perspective that You’d Like to Share?
Showcase your ideas and discuss what’s on your mind by being a guest columnist in our #FG276 newsletter! With a reach of over 20,000 readers and an average open rate of 20%, you’ll get the attention of industry leaders directly. DM us!

 

Increasing Productivity with To-Do Lists

Many people don’t realize that there are different types of lists that can be used to enhance your productivity. By breaking down actionable tasks, you will enhance your productivity, keep your to-do list cleaner, be a long-term thinker, and take control of your day rather than let your day control you.
Consider this structure of lists to arrange your productivity, rather than the typical ‘daily list’ approach that most people use a:
  • Master Goal List as a long-term list of 90-180 days to plan out what you want to accomplish in this time frame.
  • Weekly Project List as a breakdown of the items on your Master Goal list.
  • Daily To-Do List to break down your Weekly Project List into small tasks that you can accomplish in just a couple of hours each.
The result is your to-do list goes from being just a daily dumping ground of everything you must do, to being a key driver of productivity and success.

#FGStory: Nature Prescriptions Improve Both Physical and Mental Health

A suite of studies have shown that time spent in nature improves mental and physical health. Recently a meta-analysis conducted in Australia and published in The Lancet, found that nature prescriptions benefitted daily step counts, depression and anxiety scores, and blood pressure.
Nature prescriptions are emerging as a supplement to standard medical care across the globe. For example, the UK government recently invested nearly US$6.5M in a pilot program for green social prescribing, Canada has a national nature prescription program, and in Australia, there is growing public interest in nature prescriptions.
“A life is not important except in the impact it has on other lives.” Jackie Robinson
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Transforming Retail: Empowering Small Businesses through Omni-Channel Strategies

In the rapidly evolving world of retail, small businesses face unique challenges. With the advent of technology and the rise of e-commerce, local retailers must adapt to changing consumer behaviours and embrace innovative approaches to remain competitive. One powerful solution that has gained traction is the implementation of omni-channel strategies. The Retail Through the Lens of Omni-Channel program, has allowed me the privilege of working closely with small business owners, witnessing firsthand the transformative impact of this approach on local retailers and their communities.

 

The Power of Omni-Channel Retailing

 

Omni-channel retailing is a strategic approach that integrates various sales channels to create a seamless and personalized shopping experience for consumers. It allows small businesses to connect their physical stores with online platforms, including websites, mobile apps, and social media, enabling customers to engage with their brand across multiple touch-points. By embracing this holistic approach, small retailers can tap into the advantages of both online and offline shopping, thereby amplifying their reach and enhancing customer satisfaction.

 

Empowering Small Businesses

 

One of the most remarkable aspects of the Omni-Channel program has been witnessing how it empowers small businesses. Traditionally, local retailers have struggled to compete against larger e-commerce giants. However, by adopting an omni-channel strategy, small businesses can level the playing field and even gain a competitive edge. Through careful integration and synchronization of their online and physical stores, these entrepreneurs can provide a consistent and personalized shopping experience that larger retailers often struggle to deliver.

 

Engaging with the Local Community

 

Beyond the business benefits, omni-channel strategies have a profound impact on the communities in which these small retailers operate. By embracing digital platforms, local businesses can extend their reach beyond the confines of their physical locations, attracting new customers and building brand loyalty. In turn, this increased footfall benefits the local community by driving economic growth, fostering job creation, and promoting a vibrant and diverse retail ecosystem.

 

Utilizing Experience and Expertise

 

I have had the privilege of working with small business owners to implement omni-channel strategies. I have witnessed the transformative power of this approach and its ability to revitalize struggling businesses. By leveraging the experience and expertise of industry leaders in the Retail Through the Lens of Omni-channel module, retailers have been guided through the complex process of digital integration, sharing best practices, and helping them navigate the ever-changing retail landscape.

 

Omni-channel retailing represents a beacon of hope for small businesses navigating the challenges of the modern retail landscape. Through the strategic integration of online and offline channels, local retailers can create a personalized and seamless shopping experience that resonates with customers. As we continue to support small businesses and their communities, the adoption of omni-channel strategies will undoubtedly play a pivotal role in their success. By harnessing technology and expertise, we can empower these entrepreneurs and help them thrive in the ever-evolving retail landscape.

 

 

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FG276: It’s all about inclusion.

#ProInsights: Inclusive Marketing

So, what is inclusive marketing anyway? It takes into consideration that diverse communities exist and deserve to be authentically represented. Inclusive marketing goes beyond simply avoiding stereotypes or tokenistic depictions and strives to genuinely connect with and understand diverse consumer segments. By incorporating inclusive practices, brands can foster a sense of belonging, build trust, and establish stronger connections with their target audience.
Here are some key principles and strategies of inclusive marketing:
  • Representation: Ensure diverse representation of individuals and narratives to reflect the reality of the audience and promote inclusivity.
  • Cultural Sensitivity: Consider cultural nuances and avoid appropriating or misrepresenting cultures. Respect and understand the values, traditions, and customs of different communities when creating content.
  • Language and Accessibility: Use inclusive language that avoids assumptions or exclusions based on gender, race, or ability. Make sure marketing materials are accessible to individuals with disabilities, such as providing alt-text for images, captions for videos, and using accessible website designs.
  • Targeted Messaging: Tailor campaigns to specific segments of your audience, considering their unique needs, interests, and experiences. Personalization and targeted marketing can help ensure your message resonates and is relevant with various groups.
  • Collaboration and Co-creation: Involve diverse voices and perspectives in the marketing process. Seek input from individuals from different backgrounds, conduct focus groups, and collaborate with diverse content creators and influencers to ensure authenticity and representation.
  • Continuous Learning: Embrace a culture of learning and adaptation. Stay informed about cultural trends and social issues as well as evolving language and terminology to ensure marketing efforts remain inclusive and respectful.
By recognizing and valuing the diversity of their audience, companies can build stronger connections and create a more inclusive and equitable society.

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#Zenergy20: Here is some of the work that we’re proud of!

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What We’re Reading

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#ProInsights: Brand Loyalty

Brand loyalty, advocacy, and differentiation play a crucial role in marketing and communications. They serve as a driving force in fostering a sense of belonging and community. Here are some strategic ways in which to effectively incorporate this into MARCOM initiatives:
  • Authentic storytelling: Craft narratives that highlight your brand’s heritage, achievements, and impact.
  • Showcase success and recognition: Highlight awards, certifications, or industry recognitions that your brand has received.
  • Engage with the community: Participate actively in community initiatives, sponsor local events, or support causes that align with your brand’s values.
  • User-generated content and testimonials: Encourage customers to share their experiences and success stories with your brand.
  • Exclusive experiences and rewards: Offer special perks, privileges, or rewards to loyal customers, creating a sense of community and pride in being associated with your brand.
  • Employee advocacy: Engage and empower employees to be brand ambassadors.
Overall, leveraging emotional connections and celebrating achievements can align your brand or company with positive experiences and values, and cultivate a strong sense of pride among consumers.
Need help boosting brand loyalty? Contact us.

 

#FGStory: A Legacy Continues

Linda Farha, President and Founder of Zenergy Communications fondly remembers her brother, Ron, and the impact he had on so many lives.
Linda and her two sisters Nancy and Carolyn were in Montreal’s gay village last year for the inauguration of a mural created by MU with artist XRAY in memory of Ron, which symbolizes the fight against HIV/AIDS and pays homage to all those who fell to the disease, including Ron himself. His powerful message on the mural, entitled Ron’s Dream, reads: “one day AIDS will disappear but until then we must learn and grow”.
“He was such a bright light in all of our lives” explains Farha. “We miss him every day but are proud of the life he built and legacy he has left behind.”
For 25 years, the Farha family has worked closely with the Quebec AIDS Foundation, raising money and awareness for people living with HIV AIDS in an effort to end the stigma as well as the epidemic itself.
#DidYouKnow: Rainbows
Did you know that rainbows are actually full circles, but we typically only see a semicircle or arc? When sunlight passes through raindrops in the air, it undergoes a process called refraction, causing the different colors of light to bend at different angles. As the light exits the raindrop, it forms a circular pattern. However, when we observe rainbows from the ground, we typically only see the upper half of the circle due to the horizon blocking the lower portion. In certain circumstances, such as from an elevated viewpoint like an airplane or a mountain, a full circular rainbow can be seen. These rare occurrences provide a fascinating glimpse into the complete beauty of rainbows.

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Garnica Expands North American Team, Bolstering Market Presence

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Strategic Appointments and Infrastructural Expansion Emphasize Commitment to Service in the Market

 

Logroño, Spain and Wilmington, DE, United States  – May 31, 2023 – Garnica, a leading global supplier of sustainable plywood solutions is pleased to announce the strategic appointments and additions of five new senior leaders to its North American team: Alfonso Muñoz, Chief Strategy and Growth Officer, Niels Boelema, Chief Commercial Officer, Jorge Farulla, Logistics Manager, Freya Hannah, Sales Representative for the Can-Am Territory and Patrick Nosler,  Sales Representative for the Mid-West United States region. Garnica’s burgeoning investment in its North American presence will play a pivotal role in realizing its ambitious growth plan over the next five years.

 

“These new additions to Garnica’s team demonstrate our unwavering commitment to the North American market,” said Christian Michel, CEO of Garnica. “Their expertise and leadership will strengthen our capabilities in driving innovation, delivering exceptional products, and fostering sustainable practices. We look forward to continuing to be a trusted partner to our growing client base and offering an elevated level of customer support and service in the region.”

 

In addition to Garnica’s rapid expansion of its North American team, the company also recently committed to opening a new factory strategically positioned in Uruguay, allowing closer shipping proximity to its clients in North America. The company continually places an emphasis on providing employment opportunities to rural areas and driving socioeconomic development in the regions surrounding its plants. The new plant is expected to create jobs for over 150 qualified factory and office personnel as well as the indirect employment of construction workers and machine operators. Garnica has also worked to design a line of Reinforced Globulus plywood that acts as a viable alternative to Russian birch in terms of aesthetic and durability, meaning North American designers and architects are no longer burdened with the high tariffs and diminished availability typically associated with Russian Baltic birch.

 

Garnica now has a fully operational team in North America comprised of a VP, five sales representatives, customer service agents and logistics and marketing personnel. Together, they are able to independently serve the US market while closely collaborating with their European counterparts. These new senior position appointments and infrastructural expansions including underscore the company’s dedication to providing unparalleled support and service to the North American market.

 

 

About Garnica

 

Garnica is a leading global manufacturer of premium, sustainable plywood. Its unwavering commitment to responsible forestry and the promotion of a circular economy has been integral to its identity since 1941. The company offers lightweight, durable plywood for a range of applications including furniture, housing, transportation, and interior design. With 1,200 employees across its seven European production centers, Garnica’s dedication to responsible forest management, quality products, and unwavering reliability makes it a trusted partner for businesses worldwide.

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Media Contact:

Zenergy Communications

1-866-440-4034

media@zenergycom.com   

 
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Normandin Beaudry’s Total Rewards Communication Practice Becomes the Largest in the Canadian Industry with the Addition of Three Key Members

Toronto, Ontario and Montréal, Québec – May 15, 2023 – Normandin Beaudry, leader in actuarial and total rewards consulting services, is pleased to announce the addition of three key team members to its Total Rewards Communication practice, making it the largest and most diverse in the Canadian industry. The newly appointed experts include Tom Milne – Principal, Alex Freitas – Multimedia Designer, and Dianne Gavieres – Consultant who join the nearly 20 specialists in the practice.

 

“Our new colleagues in Toronto will support our national team in designing and implementing communication strategies to help our clients win the talent war using total rewards initiatives that are well understood and appreciated. We’re confident their contribution will further distinguish Normandin Beaudry in the industry,” said Anne Boucher, Partner and Communication Practice leader.

 

Normandin Beaudry’s Total Rewards Communication practice will continue to work closely with its clients to ensure their internal communication strategies are relevant, innovative, and aligned with their employer brand and HR practices.

 

The entire Normandin Beaudry team welcomes their new colleagues and wishes them much success in their new responsibilities.

 

About Normandin Beaudry

Founded in 1992, Normandin Beaudry is a leader in actuarial and total rewards consulting services. From its offices in Toronto, Montreal and Quebec City, nearly 350 employees serve clients across Canada in eight areas of expertise: Pension and Savings, Pension Plan Administration, Investment Consulting, Group Benefits, Compensation, Health, Performance, and Communication.

 

Total Rewards Communication Practice

Normandin Beaudry’s team of nearly 20 specialists is the largest in Canada. Our multidisciplinary experts work closely with clients to ensure that internal communication strategies are properly planned, coordinated, consistent, and aligned with their human resources and organizational objectives. For more information, visit: https://www.normandin-beaudry.ca/en/areas-of-expertise/communication/

 

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Media Contact:

Zenergy Communications

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media@zenergycom.com   

 
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Garnica Announces Plans to Open New Plant in Uruguay

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Garnica’s eighth facility in Treinta y Tres, expected to begin operations in 2024, will support all markets including rapidly expanding presence in North America


Logroño, Spain and Wilmington, DE, United States – May 10, 2023 – Garnica, a global leader in premium sustainable plywood manufacturing, is expected to open its newest plant in 2024 in the city of Treinta y Tres, located in the northeast region of Uruguay. With over 1.1 million hectares of sustainable tree farms, Uruguay provides a consistent supply of primary materials from the country’s flourishing forestry industry. Garnica’s decision to establish operations in Uruguay was based largely on the country’s stability, high level of professionalism in the industry, access to quality raw materials with the highest sustainability standards, and strategic location to numerous markets, including North America.

“This is an incredible opportunity for us to continue to grow and boost our international presence,” Garnica’s CEO, Christian Michel, stated. “The strategic location of this new plant in Uruguay will allow us to increase our production capacity, diversify our raw materials, and expand our product portfolio.”

Garnica has always been committed to providing employment opportunities in rural areas and to driving socioeconomic development in the regions surrounding its plants. The new plant is expected to create jobs for over 150 qualified factory and office personnel as well as the indirect employment of construction workers and machine operators. Garnica will also collaborate with local institutions to promote economic development in the area to ensure the success of the project.

Objectives of the Treinta y Tres plant

The facility will improve and expand Garnica’s product portfolio as the region provides access to the Eucalyptus grandis wood, a local and sustainable species of FSC® certified tree farm wood that is new to Garnica and will complement the company’s signature poplar wood products.

Construction of the plant is anticipated to begin in the next few months, with plywood production expected to commence in 2024. Following the land transfer on April 18, 2023, the Uruguayan Minister of Work and Social Security, Pablo Mieres, welcomed Garnica to the country and publicly endorsed the project citing it as a significant source of quality employment and economic development for the area.

About Garnica
 
Garnica is a leading global manufacturer of premium, sustainable plywood. Its unwavering commitment to responsible forestry and the promotion of a circular economy has been integral to its identity since 1941. The company offers lightweight, durable plywood for a range of applications including furniture, housing, transportation, and interior design. With 1,200 employees across its seven European production centers, Garnica’s dedication to responsible forest management, quality products, and unwavering reliability makes it a trusted partner for businesses worldwide.

 

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Media Contact:

Zenergy Communications

1-866-440-4034

media@zenergycom.com   

 
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FG276: Zenvolution

#ZenergyNews: Brand Evolution

As we celebrate our 20th anniversary this year, the idea of brand evolution came to mind. While for Zenergy it’s in response to celebrating a milestone, the need to evolve can be as a result of changing market conditions, consumer preferences, industry trends, and much more. Rebranding involves a strategic blend of innovation, consistency, and authenticity, in order to maintain relevance and capture new audiences while staying true to core values. From subtle logo modifications to complete brand overhauls, the evolution of a brand encompasses visual identity, messaging, product/service offerings, and customer experience. It is a continuous journey of growth and adaptation, enabling brands to forge deeper connections with their target market and remain competitive in a rapidly evolving business landscape.
Congratulations to our client Uniboard on their 40th anniversary. They highlighted this milestone with a logo modification created by our design team!
Need help with branding or will you be celebrating a milestone soon? Contact us to learn how we can help.

#ProInsights: Website Design Best Practices

Here are seven website design best practices from Zenergy’s Senior Art Director, Shehla Shahid, that can lead to increased engagement, longer site visits, and higher conversion rates.
  1. Ensure that your website matches your brand’s visual identity.
  2. Make sure that your site is responsive.
  3. Design an easy-to-use navigation menu.
  4. Develop content that elaborates concise messaging.
  5. Be consistent with the design throughout the site.
  6. Encourage engagement with strategic call to actions.
  7. Optimize the site for search engines.

#ClientNews: Larochelle Groupe Conseil Achieves B Corp Certification

Larochelle Groupe Conseil, a Quebec-based consulting firm specializing in data enhancement and digital transformation, turned to Zenergy’s team of content developers and PR specialists when they were ready to announce that they had received B CorporationTM (B CorpTM) certification. The B Corp certification, administered by B LabTM, is a designation indicating that a business has met high standards of verified performance, accountability, and transparency in governance, human resource management, community involvement, respect for the environment and its relationship with its customers.
Zenergy’s PR outreach initiatives resulted in Larochelle Groupe Conseil being featured in La Presse, Ad Week, trade associations, and IT digital media.

What We’re Reading + Listening To

Please share what you’re reading by tweeting #FGFreads or DM us.

#ProInsights: Marketing Transformations

Beyond the brand, nearly all aspects of marketing-communications go through some form of transformation. Here are some of the most popular themes that will drive change:
  • Digital Transformation: Analyzing marketing strategies and operations to embrace digital platforms, technologies, and channels to reach and engage with customers in a digital-first world.
  • Customer Journey Mapping: Examining the evolution of customer journey mapping techniques to better understand customer behaviors, preferences, and touchpoints across various channels and devices.
  • Personalization and Customization: Investigating marketing efforts to deliver more personalized and customized experiences to consumers, leveraging data, AI, and automation technologies to tailor messaging, offers, and recommendations.
  • Sustainability and Corporate Social Responsibility (CSR): Incorporating sustainability and CSR initiatives into marketing strategies, responding to growing consumer demand for environmentally friendly and socially responsible practices.
  • Influencer Marketing: Tracking influencer marketing and leveraging influencers to connect with target audience, build brand awareness, and drive engagement.
  • Content Marketing: Analyzing content marketing strategies, including the shift from traditional advertising to storytelling and creating valuable, informative, and engaging content that resonate.
  • Data-Driven Marketing: Embracing data analytics and insights to make more informed marketing decisions, optimize campaigns, personalize experiences, and measure performance more effectively.
  • Brand Loyalty and Advocacy: Investigating approaches to fostering brand loyalty and advocacy, including loyalty programs, referral programs, and user-generated content strategies.
  • Experiential Marketing: Incorporating immersive and interactive experiences, events, and activations to create memorable brand moments and forge deeper connections.
  • Brand Reinvention: Exploring the strategies and tactics employed by brands to reinvent themselves in response to changing consumer demands, market dynamics, or shifts in industry trends.

#Poll: Are you in the midst one of the above marketing transformations?

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#FGStory: South Africa’s Hemp Hotel is the Tallest Building Made of ‘HempCrete’

The Hemp Hotel is world’s tallest building made of industrial hemp and is set to open in June in South Africa with breathtaking views over Cape Town’s Table Mountain. At twelve stories tall, it is made of carbon-negative materials and will capture more carbon in the walls of the building than what was emitted to manufacture them. The HempCrete blocks from Afrimat are made from water, lime, a cement binder, and South African hemp. Along with selling to corporate clients, the blocks have also been used to build a number of social housing projects in South Africa and neighboring Mozambique.
#DidYouKnow: World’s First Banner Ad
Did you know that the world’s first ever banner ad was launched in 1994? It was part of a digital advertising campaign by AT&T promoting its ‘You Will’ campaign. It appeared on the website HotWired.com (now known as Wired.com) and had a simple message: “Have you ever clicked your mouse right here? You will”. By clicking on the banner, users were taken to an AT&T landing page, marking the beginning of a new era in digital advertising. This small banner ad paved the way for the today’s online advertising industry.

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GARNICA, A WORLD LEADER IN SUSTAINABLE PLYWOOD TO DISPLAY THEIR EXCITING LINEUP OF INNOVATIONS AT INTERZUM 2023

Company will showcase their high quality, sustainable plywood products and introduces new North American leadership

La Rioja, SPAIN – May 5, 2023 – Garnica, a world leader in premium sustainable plywood, is pleased to announce that it will be exhibiting at the 2023 Interzum Trade Fair from May 9 – 12. The company’s European team will be present alongside the newest North American senior executives, Christian Michel, Niels Boelema and Hugues Paulin who will help to support company expansion in the USA and Canada.
 
Garnica will be showcasing its extensive collection of non-conflict panels, created from sustainable, fast-growing tree farms in Spain and France, which offer superior quality and the broadest range of dimensions and thicknesses available on the market. Perhaps most exciting is its line of Reinforced products that rivals Russian and Baltic birch plywood in terms of strength and durability, but with the added benefit of being roughly 10% lighter, readily available, and sustainably sourced and produced in Europe. Additionally, Garnica’s Reinforced line is non-tariffed and PEFC and CE2+ certified. Its maple-faced version make this product the ideal choice for interior decorative applications and its multiply composition is perfect for exposed edges in artistic furniture and fixture designs.
 
In addition to the Reinforced line of plywood, Garnica will feature its other exciting new innovation, Infinity, a line of ready-to-use digitally printed decorative panels. This technology recreates the most in-demand designs over premium European poplar plywood, challenging the ordinary and offer architects, designers, and contractors exceptional, yet economical, solutions, no matter the scale or application.
 
“We are thrilled to be back here at Interzum in Cologne, one of the most important industry tradeshows in the world to showcase our exciting innovations,” said Niels Boelema, Chief Commercial Officer. “In a time defined by heightened concern for the environment, we take great pride in meeting the growing demand for premium plywood that is sustainably produced and doesn’t sacrifice quality or durability. Garnica is committed to constant evolution and expansion of our product line to support the unique needs of woodworking and design professionals across the globe.”

About Garnica
Garnica is a leading global manufacturer of premium, sustainable plywood. Its unwavering commitment to responsible forestry and the promotion of a circular economy has been integral to its identity since 1941. The company offers lightweight, durable plywood for a range of applications including furniture, housing, transportation, and interior design. With 1,200 employees across its seven European production centers, Garnica’s dedication to responsible forest management, quality products, and unwavering reliability makes it a trusted partner for businesses worldwide.
 
For more information on Garnica, visit their website https://www.garnica.one/en-us/
 
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Zenergy Communications
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FG276: Rainbows and lollypops

#DYK: Livestream Selling

#DYK that livestream selling is a channel estimated to generate $68 billion in total sales by 2026 (Source: Coresight Research)? From showcasing new products to educational and informative content such as tutorials, livestream commerce events are community-driven digital versions of TV shopping channels of yesteryear. This fun new spin on an old concept has analysts forecasting that the channel will grow significantly. According to research conducted on behalf of the popular social video platform TikTok, over 52% of global users stated that they would be interested in consuming live branded content. Livestream is not just for B2C, in fact many manufacturers are using the channel for product demonstrations to reach audiences in a new engaging manner.
Interested in evaluating livestream selling?
Download our livestream selling tips and tricks sheet or contact us more information.

#ClientNews: PAPP Pushes Forward with a New Social Media Strategy

We’re pleased to be working with PAPP International, an independent book publisher who was looking for an agency partner to lead their social media strategy, content development, and creative to support the company’s aggressive growth objectives.
Zenergy Communication is not new to publishing… in fact we’ve been responsible for PR for publishers and creators of both children and adult books. We even have authors on our team!

#ProInsights: Developing an Agile Marketing Strategy

No matter what type of business you have, it’s imperative to have a clear marketing strategy and plan tactics accordingly. But what happens when circumstances change, and you’re forced to pivot? Agility is a key marketing skill not to be underestimated. There are many different reasons behind why a company might need to do so, and numerous types to be considered. Here are some examples:
  • Technology: enhancing marketing efforts.
  • Customer/target audience: making a shift as to who to target marketing efforts towards.
  • Channel: reconsidering marketing channels being used to engage with the intended target audience.
  • Overall business: beyond the marketing strategy itself, rethinking your overall business model and adjusting it to one that is more aligned with your intended target audience may be required.

#Poll: Have you had to pivot?

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What We’re Reading

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#ZenergyNews: Springing into the Financial Side of PR 

Whether you are planning an upcoming IPO, need to re-evaluate your capital market communications plan, or simply need help with your day-to-day financial communications, Zenergy’s multilingual IR team can support your needs across North America.
From developing full-scale investor relations (IR) programs to project-based strategic consulting on Environmental, Social and Governance (ESG), sustainability, and issue communications, Zenergy’s team of seasoned IR specialists work as an extension of your team to maintain and grow stakeholder relationships that drive value for your company.
We offer bespoke business solutions to drive investor awareness through clearly articulated messaging to highlight your investment value. With 360-degree vision and expertise, we are dedicated to achieving awareness, and bottom-line results for you.
Learn more, download our Investor Relations Factsheet.

#ProInsights: Adjusting Social Media Strategies to Prioritize Social Responsibility

Social responsibility, ethics, and transparency matter to the modern consumer. This may be why 89% of marketers who create social responsibility content intend to increase or maintain their plan investment for this year – almost double from 2022.
For example, 50% Gen Z-ers and 40% of Millennials want companies to take a stance on social issues, specifically racial justice, inclusion, gender inequality, and climate change. With this in mind, companies have begun to adjust social media strategies to focus more on inclusive initiatives, promotions, and offerings, while highlighting causes or missions they support.
#FGStory: From Overpass to Community Sporting Complex
In the urban sprawl of Mumbai, kids have an awesome and surprising new place to play cricket, basketball, badminton, skate, run and practice yoga. What makes it different from a traditional park? It’s a 20,000 ft2 space built under a highway overpass in Navi Mumbai. Photos and videos of the kids playing in the new complex has caught the attention of urban developers and administrators who celebrated the clever transformation of an unhappy space into one of real joy.

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Wishing all our readers a sun-filled spring!

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Omni-Channel Strategies for Success with Zenergy Communications

As featured in Canadian SME Business Magazine

In our conversation with Linda Farha, founder and president of Zenergy Communications, she highlights the significance of tailored digital marketing training for small retailers, emphasizing its role in their success and community economic development. She discusses the ‘Retail Through the Lens of Omni-Channel’ module, detailing its key components and potential impact on local economies. Linda also addresses the challenges faced by local business owners in today’s dynamic retail landscape and offers valuable recommendations to help small businesses thrive in their industries.

Linda Farha, an experienced communicator, and marketer with some of Canada’s most respected mid-sized organizations, knows how to deliver bottom-line results in today’s fast-paced environment. During her 20-year tenure in the corporate world, she devised successful strategic solutions for both national and international organizations. Linda’s energy, entrepreneurial nature, and ability to understand specific organizational needs and budgetary constraints, allows her to deliver optimal marketing and communications strategies. She created Zenergy Communications driven by a seasoned team of entrepreneurial spirits with complementary skills to support all marketing and communications needs.

Her experience is vast and includes media and investor relations, branding, license development, sales management, customer relations, and international business development. Her last tenure in the corporate arena was as Vice-President of Boomerang Tracking where she helped bring the company to a #1 ranking in the Deloitte & Touche Canadian Technology Fast 50 Awards Program. Linda has also worked in Italy where she assisted in the development of business and marketing strategies for European enterprises. Her industry background ranges from high-tech services (automotive), financial services (insurance), to retail (clothing/food) and fashion (manufacturing).

Linda was the volunteer president of the Farha Foundation – Quebec’s largest AIDS fundraising organization for over 10 years. She is trilingual and holds a bachelor’s degree in Mathematics for Commerce from York University and studied Graphics Arts Management at Ryerson University.

When did you start your career? And what are your responsibilities at Zenergy Communications?

I am the founder and president of Zenergy Communications, a leading integrated marketing-communications agency. After working for various corporations over a 25-year span, I left a senior position with a publicly traded company in 1993 to start Zenergy. I felt that there was a void in the marketplace for a boutique firm led by industry experts that could address a broad range of client needs, without the large agency fees and bureaucracy. My experience includes media and investor relations, branding, license development, sales management, customer relations, and international business development. I have worked and represented companies in a multitude of industries from high-tech, financial services, and manufacturing, to retail, fashion, and non-profit.

Why do you believe that providing small retailers with tailored digital marketing training is crucial for their success and for the overall economic development of the community?

Tailored digital marketing training can help small retailers develop and implement effective marketing strategies that are specific to their online business needs and target customers. Leveraging an omni-channel approach to marketing helps small retailers increase their online visibility, engage with customers, and drive sales. Small businesses represent 99% of the national economy and they are the economic engine of our communities. Giving them the resources to remain competitive in an evolving economic landscape can help communities create more job opportunities, encourage tourism, increase tax revenues, promote entrepreneurship, and create sustainable businesses.

What are the key components of the ‘Retail Through the Lens of Omni-Channel’ module, and how do they specifically cater to the needs of small business owners?

The ‘Retail Through the Lens of Omni-Channel’ module includes a masterclass followed by six accelerator sessions that guide small business owners through the process of content development, social media strategies, and creating marketing campaigns using relevant channels, platforms, and devices to promote products and services to customers and prospects. The module provides an integrated understanding of omni-channel and digital marketing possibilities along with one-on-one sessions for personalized support. Specifically, it caters to the needs of small business owners by breaking down barriers and making digital marketing strategies and tactics more accessible and comprehensible. The information presented in the module is specifically developed with small business owners in mind and is delivered by retail marketing and communications experts.

How do you envision the impact of the ‘Retail Through the Lens of Omni-Channel’ module on local economies, in terms of generating tax revenues and supporting essential services like libraries, schools, and parks?

The ‘Retail Through the Lens of Omni-Channel’ module has the potential to positively impact local economies by helping small businesses grow their customer base, increase sales, and drive tourism which in turn generates tax revenues and supports essential services. When small businesses are properly able to market to their audience and prospective customers it can help generate business and attract new visitors to communities. As small businesses begin to thrive, they create new job opportunities and contribute to the overall economic development of the community.

Can you describe the current challenges that local business owners face in the ever-changing retail landscape and how the partnership between Zenergy Communications and Retail Strategies aims to address these issues?

Local business owners are currently faced with a host of challenges, including understanding the latest digital marketing trends and opportunities, adapting to changing customer expectations, and remaining competitive with larger retailers. The partnership between Zenergy Communications and Retail Strategies aims to address these issues by providing bespoke digital marketing training to small business owners, helping them better engage their customer base and succeed in the evolving retail landscape. Having a comprehensible step-by-step marketing strategy to follow puts power back into the hands of small business owners, helping them to maximize their business potential and grow their customer base.

What specific recommendations would you like to share with small business owners to help them prosper in their respective industries, ultimately contributing to the success of their organizations?

Small business owners must focus on building a strong brand identity, delivering exceptional customer service, and leveraging the latest digital marketing strategies. It is also important that they stay up-to-date with trends in their industry and constantly look for innovative ways to market their products and services. For example, experiment with pop-up locations or host creative and interactive livestream product launches. By working with partners like Zenergy Communications and Retail Strategies, communities can support their small business owners who will gain the knowledge and resources they need to succeed in today’s ever-changing retail landscape.

 

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