Author: Zenergy

The Future of Video Advertising is Connected TV

Over the past several years, Connected TV (CTV) viewership has been on the rise and with COVID-19 having kept people indoors more than usual, this trend has grown exponentially. Globally, CTV viewership is projected to maintain this trajectory as content continues to proliferate, making an investment in this medium a no-brainer for marketers. CTV advertising is the way of the future and is especially enticing as it provides more precise and cost-effective strategies for achieving digital marketing success.

Read more on our blog.

Tips for Using Stock Images

Using stock images rather than undertaking a photo shoot can save a lot of time however, finding just the right photo can be tricky! Here are crucial tips for finding dazzling stock images:

• Search across several websites.
• Try different search terms to avoid stock photo clichés.
• Pay attention to the emotions represented in the image.
• Keep up with the times and trends.
• Ensure that the image makes sense with the context of the messaging.
• Make sure it fits into your visual strategy.
• Ask yourself if the image represents your brand.

Do you need help defining your brand’s visual strategy? Contact us!

#FGF Story: Oreo’s Extraterrestrial Peace Offering

Oreo turned its cookie packs into extraterrestrial peace offerings ahead of the latest congressional UFO report release. The cookie company published a series of social videos around the product drop, while conducting Twitter polls to gauge the best snacks to share with any alien lifeforms. This social media-heavy promotion is tied to the release of a government report, commissioned by Congress, addressing unidentified flying objects (UFOs) in American airspace. The declassified findings are due to be submitted by June 29 and have attracted widespread public interest.

What We’re Reading

• Mall Owners Chip in to Help Stores and Restaurants Find Workers
• Kraft Heinz Chief Growth Officer Q&A: ‘We Aspire to Move at the Speed of Culture’
• Father’s Day Gift Guides 2021
• How Verizon created a company-wide content strategy
• Three live-events experts reveal what’s next for in-person conferences
• 4 ways to personalize the customer experience in retail

Visually-Oriented Content Drives LinkedIn Engagement

LinkedIn offers a huge potential for businesses to reach a large community of professionals. To do this, brands need to engage. Research has found that a company’s LinkedIn page can get higher engagement values by integrating either images or videos based on account size:

• Under 5K: Use a mix of images and videos, and to increase your average engagement per impressions, integrate more articles into your social media planning.
• 5K – 10K: Focus more on images.
• 10K – 100K: Use primarily videos and supplement with images.
• Over 100K: Opt for more images than videos.

#FunFact:

The average engagement rate per post on LinkedIn in 2021 is 0.35%, compared to Twitter at 0.03%, Facebook at 0.25%,and Instagram at 1.37%. Source: Social Media Insider

Netflix Enters eCommerce Fray as Subscription Growth Slows

Netflix is launching an online shop for branded merchandise to build on the gains its brand saw during the pandemic. Netflix.shop is also the company’s first foray into connecting content with eCommerce, a trend that has affected the entire marketing landscape as brands attempt to shrink the sales funnel across a variety of digital platforms. It is available in the US and will rollout to other countries in the coming months. The debut collection includes limited-edition merchandise based on its shows, such as streetwear and action figures based on the anime series “Yasuke” and “Eden,” along with apparel and decorative items inspired by “Lupin” made with the Louvre in France.

Brands Looking for Spaces

Montreal: Private chef looking for Old Port location with terrace.

New York: Beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto / Vaughan: A food brand is 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.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq ft.

IF YOU’RE A MATCH CONTACT US!

Seven Ideas for Marketing Your Mall on Instagram

Instagram is an intensely visual platform and has a relatively young and wealthy audience. This makes it the perfect fit to marketing malls. Here are a few marketing ideas:

• Build loyalty programs.
• Demonstrate community values.
• Cross-promote different stores within the mall.
• Be customer centric.
• Test augmented reality and user-generated content.
• Increase sales with Instagram-exclusive offers.
• Boost seasonal sales figures with special events and offers.

Need help contecting with your audience on social media? CONTACT US!

Back-to-School Pop-Up

Following more than a year of remote and hybrid learning, most American families are finally preparing for a full return to the classroom this fall. As we approach one of the biggest spending seasons of the year, here are some #FunFacts:

19% of families have already gotten a jump start on their back-to-school shopping.

37% are planning to spend more than last year.

Source: Shopkick

Are you ready to host a back-to-school pop-up? CONTACT US!

“Young people are so much more into sustainability and DIY and wearing things that are unique. They don’t want to buy cookie-cutter and all wear the same thing.”
Marla Eby, Marketing Director, Goodwill Southern California

• Women: Colorful patterns and standout accessories bring maximalism to the modern consumer.
• Men: Relaxed silhouettes and floral-inspired hues bring a casual aesthetic to menswear this spring. Men are hoping to look fresh and put together, with minimal effort involved.
• Beauty: Social-born style tribes have accelerated in the age of TikTok, driving new niche aesthetics to the forefront of our cultural zeitgeist. Think punk and goth undertones, subversive mullets, and black nail polish.

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:

Muskoka, Ontario: Back of house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) inLiberty Village area is looking to host local businesses for new pop-up initiative.

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.

Toronto: 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.

• Popular fast fashion brand Shein is opening a pop-up shop in Arizona
• D.C. streetwear icons Frank Thompson and Naeem Khaliq will be hosting a “Battle of Da Hustlas” warehouse pop-up shop
• Nobody’s Child opens its first pop-up shop in London
• Cuyana, a premium fashion label partnering with Toyota, plans to take its pop-up showroom on a summer road trip
• Sandwich pop-up shop takes Oklahoma City by storm
• Canadian fashion brands Decade and Maguire team up for Vancouver pop-up shop
• Pop Up shopping bazaar for seniors

“A goal is not always meant to be reached; it often serves simply as something to aim at.” – Bruce Lee

Over the past several years, Connected TV viewership has been on the rise and with COVID-19 keeping people indoors more than usual, this trend has grown exponentially around the world and is projected to maintain this trajectory as content continues to proliferate. This increase in CTV immersion makes an investment in this medium a no brainer for marketers. One of the most prominent opportunities that has emerged with this screen time increase is the ability to maximize the benefits of advertising efforts and reach larger audiences. While there are many tactics to increase viewership there is one leading the pack: Connected TV advertising or CTV.

 

 

Over the course of mass media history, television platforms have experienced periodic revolutions, with the latest being the advent of CTV or quality television viewing through the internet rather than cable. More broadly, CTV refers to content which is accessed through a TV with an internet connection to load or stream digital content. As such, while consumers were previously limited to cable television, they now have access to a variety of platforms that can be accessed through their TV, tablets, game consoles, Apple TV, Roku, phone, laptop, and more. This shift has been well received by consumers, with over 206.6 million people in the United States reported to have utilized a form of CTV in 2020 alone (eMarketer, February 2020). However, rather than using these platforms as a replacement to traditional TV, 48% of viewers consider this streaming as an addition to watching traditional TV (MRI Cord Evolution Survey, February 2020). Viewers are not looking to abandon the traditional big screen TV experience but are seeking long-form video content on non-traditional platforms and this is accomplished with CTV.

 

 

In addition to providing a better viewing experience for consumers, CTV delivers opportunities for brands and businesses regarding alternative yet effective advertising. Television ads have always been a successful form of advertising, yet CTV takes this to an elevated level. While traditional TV advertising commercial breaks have become the time to retrieve snacks or use the washroom, the new model that comes from CTV takes a shorter yet more immersive approach with proven effectiveness. Available in a variety of forms, these advertisements suit the needs of any advertising pursuit. For those looking to make the most out of their video content, there are in-stream video ads that are unskippable and run for 15 to 30 seconds before (pre-roll) or during (mid-roll) the program. There are also interactive pre-roll ads which run at the beginning of an online video for those looking to have their ads lead viewers to a landing page. Furthermore, for those seeking to have their ad displayed in a more central location, there are home screen placement ads that are typically a short video or image that feature a call-to-action.

While all varieties take modified approaches, what is consistent for all CTV ads is the broad list of benefits they offer businesses. Beyond the rise in consumer use, which leads to increased viewership, CTV ads maintain unique benefits for brands. Firstly, they are more cost-effective because they allow advertisers to target precisely the audience they seek. Instead of advertising during an event with the hope of reaching a projected demographic, CTV lets marketers target specific households as precise as by postal/zip code and IP level, so budgets are effectively directed. Traditional, or “Linear,” options only allow you to target down to pre-prescribed “zones” in the US, and often only down to province in Canada. Therefore, CTV allows marketers to have access to television at a lower price-entry point. Additionally, CTV ads are beneficial as they have access to premium platforms such as ESPN, NBC, and more. Despite these benefits and the many more that accompany CTV advertising, many marketers face hesitation due to perpetuated misconceptions. For example, more than half of US marketers cite a lack of measurement tools as their primary concern with CTV advertising (emarketer.com), while the ability to acquire ROI metrics has evolved and now includes viewership insights and the ability to map devices sharing an IP address. This is made possible through real-time metrics, including impressions, video completion rates, view-through conversions, and more.

 

 

By understanding these benefits and the upward trajectory of this platform, it is clear that CTV is quickly becoming the advertising platform of the future. However, as with any new technology, it may be challenging for some to navigate the novel CTV services. While the first step to success is gaining an understanding of the platform, many have chosen a more effective path to results: hiring an experienced agency. Rather than making educated guesses about best practices and industry trends, businesses increasingly turn to experts to maximize their CTV investments. One business that experienced success in this endeavour is Saniflo North America, a leading manufacturer of macerating and grinding toilets and drain water pumps, who partnered with Zenergy Communications to take their advertising to the next level.

Zenergy Communications is a full-service agency that helps clients achieve success through innovative and integrated marketing communications initiatives that drive results. Through its digital marketing and advertising division, Zenergy Digital, Saniflo launched its CTV campaign in the US to increase brand awareness and drive traffic to specific product landing pages. Guided by Zenergy’s expertise and knowledge of the platform, Saniflo’s campaigns outperformed projected impression results by 222%, amounting to approximately 25 million total impressions. In addition, the campaign generated a total of more than 14 million video completions, which was 219% over planned results, as well as 98 thousand clicks, a 276% increase over initial projections.

In order to remain competitive in the ever-changing world of marketing and advertising, it is integral that businesses adopt innovations as they are created. For companies trying to challenge the status quo and achieve incredible results, CTV is an effective way to reach audiences with a highly targeted, omnichannel approach.

 

 

Interested in learning more about how CTV advertising can benefit your business?
Send us an email at: info@zenergycom.com.

Written by TORI BURROWS for © Zenergy Communications (North America) Inc.

Three Ways to Get More from Influencer Marketing

Here are a few tips to maximize the power of influencers:

• Let analytics be your friend – track the standard follower count, likes, and engagement rates, but also what the influencer’s audience is interested in and all of their demographic data.
• Listen first, post second – know your audience beyond the metrics and use social listening to ensure that your messaging will be on-point.
• Focus on multiple relevant niches, not one big, expensive name – invest in the right people in relevant industries who have truly engaged and dedicated followers.

Need help with an influencer marketing campaign? CONTACT US!

#FunFact: Influencer marketing is set to grow to $13.8B worldwide this year. Source: Influencer MarketingHub

#FGF Story: Dog Sniffs Out Whiskey Imperfections

Grant’s Whiskey Distillery in Scotland has employed a meticulous quality control expert to detect imperfections in the barrels of its product. And new hire Rocco is all ears on how he can help to fine-tune the process. The one-year-old cocker spaniel has undergone extensive training with an expert and is tasked with sniffing the casks in which the whiskey is aged, looking out for any imperfections in the wood. Learn more about Rocco’s job here.

What We’re Reading

• Shoppers go back to stores, but retailers face challenges
• I interviewed 500 happy people. Their habits will transform your day
• Brazilian pet retailer offers employees PETernity leave
• 15 Podcasts That Will Instantly Make You Smarter
• The 50 Greatest Moments in Internet History
• Lego is debuting its first ever LGBTQIA+ set Is this the summer of the pop-up store?

What Influences Gen Z Female Shoppers?

IRI Gen Z 2021 survey results are in and here are the most significant drivers for female product purchases:

• Recommendations from family and friends (59%)
• TikTok videos (39%)
• In-store displays (38%)
• TV ads (31%)
• Instagram ads (23%)

Instagram Boosts Commerce Ambitions with Drops

Instagram has launched Drops within the Shop tab to deliver announcements to US users on new and limited-edition goods based on their interests that can be purchased directly from within the app. Brands that qualify can access launch stickers and coordinate releases to coincide with live shopping within Commerce Manager. Drops could be a good way to help build hype, and spark conversation around your product launches in the app, while also facilitating direct connection, and maintaining awareness with interested consumers.

Need help maximizing your social accounts? CONTACT US!

Brands Looking for Spaces

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Montreal: Private chef looking for Old Port location with terrace.

New York: Beauty brand is looking for 1,500-2,000 sq. ft. on the street level in SoHo.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A fashion brand is looking for 900-1,200 sq. ft. Queen Street West location with a storage room.

Toronto / Vaughan: A food brand is 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.

IF YOU’RE A MATCH CONTACT US!

Brands are Increasing AR Efforts

Estée Lauder has joined brands like MAC, Too Faced, Bobbi Brown, and Smashbox in bolstering its augmented reality efforts with planned Snapchat activations. Using AR, Estée Lauder will enable try-on and checkout components to boost sales. Consumers have used MAC’s try-on tool 6.2 million times during the past year, with users having a higher conversion rate than other site visitors.

Consumers are Willing to Pay More to Shop In-Person

According to new research from Deloitte Digital analyzing the impact of the pandemic lockdowns on customer experience, almost half (46%) of British consumers say they would be willing to pay more to shop in person at their local high street so that they can enjoy additional amenities, like changing rooms.  Other findings included:

• 33% said that the online service experience is not good enough.
• 27% found that online services have not met their needs during lockdown.

Consumers surveyed also said that they are now more likely to spend money at a business that:

• makes it easy for them to shop or interact with them online (39%).
• is independent or local to their area (61%)
• has supported local charities, such as food banks (44%).

May Trends Expected to Stay

From colorful patterns to standout accessories, these are the trends that emerged in May and are expected to impact the womenswear, menswear, and beauty markets for months to come. Here are a few insights:

• Women: Colorful patterns and standout accessories bring maximalism to the modern consumer.
• Men: Relaxed silhouettes and floral-inspired hues bring a casual aesthetic to menswear this spring. Men are hoping to look fresh and put together, with minimal effort involved.
• Beauty: Social-born style tribes have accelerated in the age of TikTok, driving new niche aesthetics to the forefront of our cultural zeitgeist. Think punk and goth undertones, subversive mullets, and black nail polish.

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:

Muskoka region: Back of house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) inLiberty Village area is looking to host local businesses for new pop-up initiative.

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.

Toronto: 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.

• reMarkable launches Oslo pop-up shop
• Anthropologie Brings Beach Style to the Jersey Shore with First Hotel Pop-Up
• The Summer of the Vacation Pop-up Shop Kicks Off with Dior at Rosewood Miramar Beach
• White Label Detroit Pizza opening pop-up shop at The Prettygate Pub
• Pet pop-up shop in South Lake Union
• Argyle Studio pop-up shop shows off Pittsburgh-area artists, entrepreneurs in Oakland

Wishing everyone a wonderful Memorial Day!

#lestweforget

Overcoming Writer’s Block, 10 Tips

The laptop is ready, but the words just aren’t flowing. Frustrated, you walk away. Later, you’re reluctant to go back. You find a myriad of reasons to avoid writing.  Here are 10 simple ways to get unstuck:

• Allow imperfections.
• Free write with a timer.
• Make a Mind map.
• Make a list.
• Record yourself.
• Talk it out, phone a friend.
• Search your files.
• Go out of order.
• Talk to clients and colleagues.
• Shrink the task.

Need help with your content development? CONTACT US!

“The secret of getting ahead is getting started. The secret of getting started is breaking your complex, overwhelming tasks into small manageable tasks, and then starting on the first one.” Mark Twain

#ClientNews: IFCC x Zenergy

Zenergy was named public relations agency of record again for the 2nd edition of the IFCC Lavazza Drive-In International Film Festival. This year’s edition marks the 10th anniversary of the festival and will include many new experiences from red carpet events to engaging presentations and virtual Q&As with celebrities and filmmakers. Most recently Zenergy announced that ‘Luca’ from Disney and Pixar will open the ICFF 2021 and will be the premier Canadian screening of the film.

#FGF Story: MIT Plays with Color-Changing Paint

Color-changing Hypercolor shirts were all the rage in the ’90s. But for the most part, when something is made, its color is set. However, new research out of the Massachusetts Institute of Technology could change the way we look at color forever – not as a permanent finish for a product, but as a temporary identity programmed into it. MIT has developed a new light-sensitive paint that makes it fast and easy to update the color and pattern on (or of) just about anything. This could have big implications for gadgets and fashion.

What We’re Reading

• Your next meeting at WeWork could be with life-size holograms
• Apps that promise grocery deliveries in 10 minutes invade Europe as shopping shifts online
• Pink drinks can help you run faster and further, study finds
• How Nordstrom and The Home Depot take advantage of livestreaming’s potential
• ‘2022 is still a question’: Why in-person events aren’t on the agenda any time soon for Adobe CMO Ann Lewnes

Pinterest Enhances Video Capabilities with New Idea Pins

Pinterest has launched Idea Pins (previously pilot tested as Story Pins) and it is now available to business account holders in the US, Canada and six other countries. Their capabilities include sharing multiple photos and videos in a post, voice-over recordings, and detailed pages for information such as instructions or ingredients.

#ProTip: Import Paper Spreadsheets Directly into Excel

Microsoft has added an impressive new feature to Excel on mobile devices, letting users digitize paper spreadsheets by snapping a photo. Learn how!

Facebook Taps Livestream Shopping Trend

Facebook is making live stream shopping more mainstream with the kickoff of its Live Shopping Fridays, a three-month-long event in partnership with major makeup and apparel brands including Abercrombie & Fitch, Bobbi Brown Cosmetics, and Clinique, to name a few. Every Friday starting today, brands will rotate hosting live shopping events each week in their respective Facebook Shops, focusing on promoting products.

Learn how livestream shopping can work for you! CONTACT US!

Interactive Retail Displays

Retail displays are an important component of a successful marketing plan, calling attention to a brand’s products and building a loyal customer base. Today, interactive retail is taking front stage as technology is playing a substantial role in providing a personalized and educational experience. As brands compete to design displays that personalize the consumer experience, sometimes it takes thinking outside the box to capture attention. This can look like fantastic storytelling, employing tech features, or simply going beyond a basic push button or video loop. Retail displays continue to evolve, and the future holds exciting technology for brands looking to push the envelope. Using interactive features to excite and inform consumers can help set a brand apart from its competition.

Interested in popping up with an interactive retail display? CONTACT US!

SPACES WANTED!

Ottawa (mall) + Toronto (Queen Street West)A fashion brand is looking for 900-1,200 sq. ft. with a storage room.
Downtown Toronto or Vaughan Space WantedAfood brand is 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.

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.

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.

Important Marketing Metrics to Track

Here are the seven key marketing metrics every retail executive should be tracking:

• Customer Acquisition Costs: The total average cost spent to acquire a new customer, including all spend for ads and other marketing tactics, salaries, and overhead.
• Average Lead Response Time: The average time it takes for your business to respond to leads. Customers have become accustomed to instant answers, one-click purchases, and two-day shipping. If you’re not responding to leads and inquiries with speed, you’re losing customers to your competitors.
• Web Chat Conversion Rates: The rate is the total percent of web chat conversations that lead to a transaction.
• Google Ratings: Include the number of reviews submitted to Google for each of your locations and the average star rating of each Google My Business listing.
• Best Performing Location: Identifies the city or store location with the best performance based on a set of standards you determine (e.g. sales, conversions, customer reviews, etc.)
• Online vs. In-Person Sales: This is critical, especially in a pandemic and post-pandemic world. This data can help you determine the local appetite for in-person shopping compared to total online sales.
• Lead Sources: This details the original channel where a customer first sees or interacts with your business. Evaluating your lead sources helps you prioritize your efforts based on what’s working and where you have potential to grow.

Pop-Ups in Action

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

• COMME des GARÇONS opens a 2-week pop-up store in Tokyo’s Omotesando neighborhood 
• College students run virtual pop-up thrift store on Instagram to benefit Rescue Mission
• Federal Reality Investment Trust offers free pop-up space at its East Coast properties
• Anthropologie opening pop-up shop in Stone Harbor, NJFear of God’s exclusive Nordstrom pop up launches physically and digitally

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?

WANTED URGENTLYGhost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

NOW AVAILABLESpaces are available in the Muskoka region throughout the summer.

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.

“A mother’s hug lasts long after she lets go.” — Unknown

Writing Lessons From Successful Authors

Writing tips from 15 famous writers, including Toni Morrison, Stephen King, and John Grisham are now available in a new infographic from Ivory Research. The advice covers topics such as revising vs. cutting content, writing in an active or passive voice, and making writing a habit.

#ClientNews: Hettich Launches Hybrid Events

Working together with both Hettich Canada and Hettich America, global furniture fixture company, Zenergy’s team hit the ground running to produce a total of seven live stream webinars for the global launch of #HettichXperiencedays, a hybrid event platform.

Our content development, PR, creative, digital, and video production teams joined forces with Hettich to strategize, plan, and execute virtually across North America in both English and French. In addition to successfully delivering the live virtual events, Zenergy garnered 160 million impressions in media coverage across 120 outlets. #HettichXperiencedays webinars for both Canada and the US are still available and can be viewed here: Canada and US for a limited time.

How Cameo is Courting Brands

The Cameo social platform lets you hire sports icons, former politicians, comedians, and other pop culture icons to create personalized videos and live calls for any occasion. Founded in 2016, the platform boasts that it has facilitated over 2 million transactions and signed more than 30,000 celebrities. Cameo is now trying to entice brands to use the platform with tools like celebrity pitch videos, suggesting that marketers can look to them to find talent that best represents their brand and that matches the target demographics.

Interested in similar tactics? CONTACT US!

#FGF Story: Pulling Vodka From the Air

The potential for tapping into humanity’s CO2 emissions as a free source of carbon and oxygen is showcased no better than with Air Company, a start-up that produces premium vodka from deposited atmospheric carbon by converting the gas into ethanol in the same way plants use photosynthesis. The bespoke vodka sells for $75/bottle at high-end New York City bars and restaurants and recently won a World Changing Idea Award from Fast Company. Look out for the same application for the fragrance and perfume sector, another consumer good that uses high-purity ethanol.

What We’re Reading

• 3 actionable insights with… IBM CMO Carla Piñeyro Sublett
• The Road Ahead: How COVID-19 has changed the way we travel
• 32 incredibly useful things you didn’t know Google Sheets could do
• Remote work made digital nomads possible. The pandemic made them essential
• 5 signs that retail is going to be OK
• Forget To-Do Lists. You Really Need a ‘Got Done’ List

Five Social Media Usage Surprises

Pew Research Center recently released a report detailing social media use in 2021. Here are some surprising finds:

• Twitter trended much younger.
• Pinterest trends rural!
• Facebook is still dominant among younger set.
• Nextdoor isn’t just your crazy neighbors.
• Broad age gaps are beneficial for key platforms.

Read the full report.

The Power of TikTok

TikTok’s influence has risen to over 805 million monthly active users who tally an average of 185 billion video views each month!
Here are some insights:

• Their users spend nearly four more hours/month in the app than they do on Facebook or Instagram.
• Nearly 50% of their users are between the ages of 16-24.
• Short-form videos on the platform enable brands to quickly create and share media campaigns at the peak of their relevance.

Whether you use it or not, there’s no denying that TikTok’s influence is growing, particularly among younger users. #FYI: eMarketer predicts that TikTok will surpass Instagram for Generation Z users by the end of the year!

Need help targeting your social media efforts? CONTACT US!

Digital Billboard Pop-Ups

In an omnichannel environment where digital and physical retail have blended it is only logical that brands are activating digital billboard pop-ups to create innovative and memorable consumer experiences. They are the newest extension of conventional billboard advertising and provide the ability to quickly switch out creative or run multiple campaigns in unison. From window insets to freestanding interactive signage, brands like Lego, Absolute, Honda, and more are using digital billboard pop-ups. Some of their benefits include:

• Available at high-impact landmark locations
• Shorter lead times than conventional billboards
• Multiple messages for increased engagement
• Flexible start dates
• Shorter campaign runs
• Scheduling for specific times of day
• A dramatically reduced production cost

Roundtable Conference Call: Retail Market Conditions & Trends in Canada

Monday, May 17 @ Noon-12:45 PM ET

Join pop-up go Founder and Chief Connector, Linda Farha as she discusses the booming trend in retail pop-up stores and how landlords are looking to capitalize on digital and physical pop-up retail opportunities.

Listen in by emailing the moderator Mike Kehoe for free access.

Color of 2023?

Trend forecasting firm WGSN and color specialist Coloro have named Digital Lavender the color of the year for 2023. The gender-inclusive color represents a heightened awareness of wellness and virtual escapism, bridging both the digital and physical worlds.

SPACES WANTED!

Ottawa (mall) + Toronto (Queen Street West)A fashion brand is looking for 900-1,200 sq. ft. with a storage room.

Downtown Toronto or Vaughan Space Wanted A food brand is 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.

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.

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.

• A Rent the Runway Pop-Up Shop Just Debuted in Dallas’ West Village
• Mum’s lockdown cape business launches as a pop-in at John Lewis
• Cognac producer Louis XIII opens first ‘shop-in-shop’ in Southeast Asia
• Twenty One Pilots announce special London pop-up shop and gallery
• Barbie-themed truck, pop-up shop to make three stops in Arizona during U.S. tour

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?

WANTED URGENTLYGhost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

NOW AVAILABLESpaces are available in the Muskoka region throughout the summer.

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.

“A mother’s hug lasts long after she lets go.” — Unknown

Food Giants Are Designing Extreme New Flavors

Candy Kraft Mac & Cheese and Pepsi Apple Pie

Companies from a wide range of consumer products are embracing wild, novel and extreme flavors. While the flavors themselves aren’t fresh, they are used in surprising contexts to offer consumers a combination of comfort and adventure. Take Kraft, for example: They first launched Pumpkin Spice Mac & Cheese in October of 2020, followed by a limited-edition Candy KD for Valentine’s Day this year, and Pepsi with their exclusive Apple Pie flavor released to select fans on social media during Thanksgiving. Ultimately, these flavors offer indulgence – something we’ve all needed during these stressful times.

#ClientNews: Mr. Sunshine Popcorn

Vince Guzzo’s stance in support of local businesses and against the Quebec government’s haphazard operating manner led to the creation of the hashtag #popcorngate and Vince being branded “The King of Popcorn.” The Dragons’ Den judge is continuing to push his entrepreneurial initiatives with the official expansion of his Mr. Sunshine brand to include locally made kettle and candied popcorn. Several unique, sweet and savory popcorn flavors make up the brand such as Parmigiano, Mother Maria’s French Toast, Sea Salt & White Balsamic Vinegar, Choco Nana, Movie-Style Butter Flavored, 911 Sriracha, Italian Truffle, and Rossella’s Tie-Dye. Mr. Sunshine popcorn is available from coast-to-coast across Canada by ordering at www.mrsunshine.com.

Flamin’ Hot Face-Off

Frito-Lay is inviting social users to the “Flamin’ Hot Face-Off” to give fans the chance to win branded clothing by declaring their favorite between Cheetos Flamin’ Hot Spicy Pepper Puffs and Doritos Xxtra Flamin’ Hot Nacho flavor. The contest is being promoted with the help of YouTube star Denzel Dion and model Winnie Harlow for #TeamCheetos, and skateboarder Lizzie Armanto and rapper Jack Harlow for #TeamDoritos. The “Flamin’ Hot Face-Off” utilizes two tactics that have remained popular with marketers looking to engage younger consumers: branded merchandise and influencer partnerships.

Interested in similar tactics? CONTACT US!

#FGF Story: Five-Year-Old’s Messages of Hope

Eilidh Hilditch has become a neighborhood hero for drawing colorful messages of hope on her house in Scotland during lockdown and now has an ever-growing fan club. The five-year-old let her imagination run wild, covering the family’s garage with mermaids, dolphins, Spiderman, and dinosaurs.

What We’re Reading

• Uber and Gopuff link up on ‘everyday essentials’ e-shop
• The running list of major retail deals in 2021
• How Viral TikToks Are Helping Main Street Businesses Take Off
• Algorithms vs. humans: Who’s better at predicting fashion trends?
• Away’s New Catalog Shows a Bunch of Very Relatable Would-Be Vacationers—All Stuck at Home

Three Trends From This Year’s NewFronts

This past week, various companies presented new digital video services, features, or content at the Interactive Advertising Bureau (IAB) NewFronts. Here are three major trends from the presentations:

• Ad-supported platforms are getting into exclusive and original content for the first time.
• Shoppable shows.
• Creators take center stage for short-form video platforms.

YouTube Builds on Connected TV Momentum

YouTube now represents 40% of watch time among ad-supported streamers, according to Comscore data cited by the video giant during its recent presentation during the NewFronts virtual tradeshow. The video platform is trying to tie its burgeoning connected TV (CTV) audience to fledging bets in other spaces fortified by the pandemic, including e-commerce.

YouTube previewed a feature called “brand extensions” that lets viewers request that an ad send a URL to their smartphone or other second screen to learn more about the company or product. The company further went on to say that brand extensions are the first of “many” interactive TV features coming soon. New features include allowing advertisers to integrate browsable product images in direct-response video ads to drive more direct sales on their apps and websites.

Need help with CTV advertising? CONTACT US!

100 Million+ Americans Will Use Proximity Mobile Payments in 2021

Consumers experimented with different forms of payment in 2020. The number of proximity mobile payment users in the US rose to 92.3 million and it is expected to surpass 100 million this year. Continued growth of mobile payment apps is expected as many are focusing on incentivizing adoption by offering rewards and discounts at partner retailers and by adding in new features like peer-to-peer payments and cryptocurrency purchasing.

#FunFact: eMarketer Insider Intelligence is forecasting that more than one in two US smartphone users will be proximity mobile payment users by 2025.

#ProTip: Successful Search Marketing Includes Content & Social

B2B marketers can capitalize on search marketing by having a strong foundation in search engine optimization and search engine marketing, using paid search and A/B testing, creating quality content, and incorporating social media.

Brands, Influencers Embrace Mystery in Unboxing

A growing number of brands are debuting mystery boxes they hope will go viral in YouTube and TikTok unboxing videos, in which influencers don’t know what they’re unpacking. Toy brand Zuru reported a 500% surge in sales last year after the rollout of mystery boxes filled with five mini toys selected from its full collection of more than 300 pieces.

FREE MARKET Playa Vista

FREE MARKET Playa Vista is an enormous 21,000 square-foot open format space wherein a rotating curation of leading brands, food/beverage experiences, and cultural installations offer their products and services beneath a single roof. FREE MARKET first debuted in Denver, Colorado’s Dairy Block in 2019 and was so well received that the founders are bringing the concept to Los Angeles.

Interested in popping-up at FREE MARKET Playa Vista? CONTACT US!

Five Best Industries for Starting a Business in 2021

In periods of dramatic change, entrepreneurship thrives. Inc. compiled the most promising sectors for its annual Best Industries report.

Here is their list:

• Virtual Reality Workplace Training
• Direct-to-Consumer Home Improvement
• Patient-Monitoring Tools
• Plant-Based Hair Extensions
• Digital Accessibility Service

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.

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.

• Nordstrom Opens ‘Rag & Bone Deli’ Popup in NYC
• Willow Way at Willowbrook Shopping Centre is home to pop-up shops featuring local vendors and artisans from around Metro Vancouver.
• Mary Kay launches digital pop-up shop
• Granville Island Brewing and Lee’s Donuts team up for sample shop pop-up
• SK-II Launches First “Social Retail” Pop Up Store in Hainan Inspired by New ‘VS’ Series Featuring Olympic Athletes
• Watchmaker Jacob & Co Opens Pop-Up Store At Bal Harbour Shops

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.

“A mother’s hug lasts long after she lets go.” — Unknown

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