Author: Zenergy

Developing the Best Evergreen Content

Evergreen posts are those that experience continuous visits, and keep driving traffic over the years, building the foundation for optimization efforts. A few strong pillar blog posts, aligned with key topics in your industry, can help make your website the key go-to, maximizing both branding and discovery performance. Developed from analyzing 3.65 billion posts, this new infographic showcases insights on creating evergreen content. The most effective evergreen content features headlines with the words “best,” “guide,” “data” and “reasons,” and creative recommendations include validating content with research, trend data as well as collaborating with influencers.

Check out the infographic.

 

Since it was made commercial in 1995, the internet has become home to roughly 400 million active websites. However, with such a vast assortment of websites to choose from, surfers would have been lost without a way to search. Platforms to pinpoint the digital content they are looking for, known as search engines, were developed to solve this issue. With millions of web pages battling to be the answer to consumers searches, what can businesses do to strategically position themselves at the top of the list? The answer is Search Engine Marketing or SEM.

Visit our blog to learn more about how to master SEM for your business. 

#FGFStory Architects Compile a Catalogue of Ideas for Rooftops

From green roofs, solar installations, and sky-high farms, rooftops are slowly becoming more than just a way to protect a building. The city of Rotterdam commissioned an architectural firm to create a catalogue of ideas for rooftops and they came up with 130. Designs cover everything from tiny houses and urban campsites, classrooms, athletic fields to hubs for delivery drones, parking and landing space for air taxis. They’re not all utilitarian, however, and include a green maze, a tropical palm conservatory, and — one of our favorites — the super hammock, a gigantic net suspended between rooftops, creating an aerial playground for adults and children alike.

What We’re Reading

• Embracing body positivity, Pinterest bans all weight-loss ads
• Kraft Heinz revives What’s Cooking as a digital platform for chefs
• Nearly half of Canadians have rethought their values
• Back-to-school shopping could reach nearly $33B: Deloitte
• Dollar General is trying to get healthier by hiring its first chief medical officer
• The rise of the omni-associate: Apple is the latest company to test hybrid retail worker schedules

What Apple’s iOS 15 Means for Marketers

Apple’s upcoming privacy changes, including Hide My Email and Private Relay, will make opt-ins more valuable and may complicate already strained efforts to reach target users on iPhones. Apple’s iOS 15 software will give their customers several ways to limit or prevent data-sharing. The planned changes, earmarked to launch this fall to coincide with new device announcements, will force marketers to develop alternative ways to find potential customers and engage with existing ones. A key strategy will be to position themselves as direct-to-consumer (DTC) brands that gather first-party data from consenting customers.

Learn more about how social videos can help gain followers. Contact us!

Food & Beverage Brands find Tiktok Recipe for Success

Food and beverage companies are reaping rewards on TikTok with short, visual recipe and product developed by brands and influencers. They’re quickly gaining followers and sparking new product ideas leading to sales. For example, Nutter Butter amassed 1.6 million TikTok likes for its unique recipes, user-generated content, and responses to viral recipes, while IHOP is tapping the platform’s mini pancake cereal trend with its new Panflakes cereal.

Learn more about how social videos can help gain followers. Contact us!

Brands Looking for Spaces

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

Montreal: A private chef is looking for an Old Port location with a terrace.

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

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.

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

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storage, and be air-conditioned.

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: We’re searching for a +/- 2,500 sq. ft. space in the Toronto’s Yonge/Eglinton or Queen Street West areas for a pop-up activation.

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!

Eight Core Elements Needed to Succeed in Personalization

To start personalization activities, retailers need to test and learn while building multidimensional intelligence on customers over time. The following will help to develop an effective personalized experience to differentiate retailers, increases the average spend with the most loyal customers, and ultimately boosts retailers’ top and bottom lines.

• Data management. Develop a multidimensional view of the customer to serve as the backbone of analytics. Quality should take precedence over quantity (having the right data is more important than having extensive data).
• Customer segmentation and analytics. Segment customers, identify value triggers, and score customers accordingly.
• Playbook. Create a library of campaigns and content that can be matched with customers.
• Decisioning engine (campaign coordination). Develop a multichannel decision engine to prevent conflicting messages and drive maximum value per touchpoint.
• Cross-functional team. Assemble a cross-functional, co-located team to manage weekly deployment in a test-and-learn culture for faster results.
• Talents, capabilities, and culture. Secure the right capabilities and talent, often begun by setting the right ambition in leadership.
• Technology enablement. An optimized technology platform can be complex; start with an existing platform and squeeze value from it first.
• Test and learn. Don’t wait for perfection; get started and improve over time with analytics.

Need help creating a personalization strategy? CONTACT US!

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

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

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a 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.

#FunFact

China will surpass US$350 billion in retail social commerce sales, eclipsing the almost US$37 billion the US will see from such sales, by the end of this year. That means consumers in China will spend about 10 times more on social commerce purchases than their US counterparts will. Source: eMarketer

IF YOU’RE A MATCH CONTACT US!

Pop-Ups in Action

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

• Popular La Cocina chefs are selling food out of a new pop-up shop in San Francisco
• New pop-up shop ‘Petphoria’ opens at Hilldale
• A new pop-up record shop is giving away free vinyl in London
• Jujutsu Kaisen Pop-up Shop Opens at Osaka
• Bud Light pop-up barber shop to offer free hair dye if England beats Italy
• Pop up partnership: Lively Athletics and OP Brewing

The pink sand of Pink Sands Beach on Harbour Island the Bahamas comes from Foraminifera, a microscopic marine animal with a bright pink or red shell.

Since it was made commercial in 1995, the internet has become home to roughly 400 million active websites. Whether for personal purposes or commercial efforts, the internet offers countless platforms for user consumption. However, with such a vast assortment of websites to choose from, surfers would have been lost without a way to search. Various search engines, such as Google and Bing, have been developed to solve the inability to pinpoint the digital content users are looking for on the internet. With millions of web pages battling answer consumers searches, what can businesses do to strategically position themselves at the top of the list? The answer is Search Engine Marketing or SEM.

What is SEM?

SEM is a digital tactic employed by businesses to influence search engine results and increase specific website visibility. Once used as an umbrella term for both organic and paid organic traffic, SEM has now shifted to specifically reference ads, with search engine optimization (SEO) used for unpaid content. While SEO is the process of creating content to appeal to the complicated algorithms used by search engines, SEM is a more direct approach in which businesses use a combination of monetary bidding and carefully-curated content to win high rankings on search pages. SEM can be employed on various search engines however, Google dominates due to the resounding popularity of the platform and the size of its Ads services – roughly 2x greater than the next highest competitor, Bing. With the majority of a website’s traffic deriving from search engine results, businesses need to leverage SEM as a tool to increase visits and drive leads. Furthermore, one of the most prominent advantages of SEM, for both B2B and B2C companies, is that it places businesses directly in front of motivated customers at the exact moment they are seeking a product or service.

 

How to do SEM well:

It is imperative to understand the way SEM works. SEM is not as simple as purchasing the prime spot in search results, there are many practices and trends that businesses should follow to achieve success. In essence, these campaigns leverage carefully-developed keywords to associate ads with search queries. Companies should begin by identifying the prominent keywords that relate to their business and the search queries they want to appear for. To do so, careful website evaluation is critical as is a review of popular keyword data to then draft ad text and prepare for the bidding process.

SEM bidding relates to the monetary aspect of this equation and refers to the auction whereby businesses set the price they are willing to pay for clicks on their ads. After companies identify their targets, budgets are allocated according to which keywords are most relevant and drive the most traffic. However, unlike a real auction, the highest bidder isn’t guaranteed the winning result; quality also carries weight. For Google, ad ranking is influenced by the Quality Score (QS) it receives. The QS is comprised of two main characteristics: the ad’s click-through rate (CTR), which is determined by the ratio of people who see the ad versus who click it, and its quality alongside the landing page, which is the website that users arrive at when engaging with an ad. Ultimately, with these characteristics, the QS should be regarded as how useful the ad is to whoever searched the keywords. With this in mind, to achieve success through SEM and maximize ROI, companies must ensure that their ads and landing pages are high quality and highly relevant to the keywords against which they choose to promote.

To contextualize the process of SEM, below is an example of a Best Buy Google ad campaign for cameras.

 

 

By targeting specific and focused keywords, selecting the appropriate landing page, and ensuring the ad was relevant to targeted consumer searches, Best Buy was successful in increasing their visibility.

Where is SEM heading?

By following these best practices, any business can compete with the best of the best. But to gain a competitive edge, one should consider SEM trends. As we work our way through 2021, there are many emerging consumer behaviors that will ultimately impact the future of SEM. Here are two observed trends that marketers should consider as they approach SEM in 2021:

1. Optimizing for Voice Search

According to Google, approximately 20% of search queries on tablet and mobile devices were made using voice searches through technology such as Google Home, Apple’s Siri, and Amazon Echo, in the past year. 65% of users cite that this search method plays an essential role in their everyday lives. In 2021, studies have shown that up to 70% of searches will be completed by voice (GeoMarketing). This will lead to searches being conducted by conversational tone and long-tail keywords that often accompany voice dictation. As a result, marketers must adjust their strategies to incorporate more natural language – paying less attention to what user search for and more to what they ask.

2. The Rise of Videos

With the recent growth and emphasis on streaming services, it is projected that video content will hold great power in 2021 and beyond since consumers would much rather watch a video than read text (SEM updates). According to Cisco, by 2022, online videos will comprise greater than 82% of all consumer internet traffic. To take advantage of this trend in SEM efforts, it’s recommended to embed ‘how to’ or product promotion videos within web pages to drive traffic, improve their CTR and increase QS.

For businesses looking to enhance their digital results through SEM, it’s important to have a plan. While SEM can be conducted on self-serve platforms such as Google Ads and Bing Ads, many businesses wisely choose to hire an agency such as Zenergy Communications to develop the best overall strategy, confidently select the strongest keywords, and allocate appropriate budgets. With 18 years of experience delivering success for clients, Zenergy can assist in planning, executing, and monitoring SEM campaigns. While the internet may be a vast place, through SEM, businesses can make sure they don’t get lost in the chaos.

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

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

Marketing Plan Refresh – Staying Contemporary

With ever-changing consumer behaviors, emerging communications channels, and access to a plethora of analytical data, there is no better time to refresh your marketing plan. Whether you’re a start-up, a company on the rise, or an established voice, never stop innovating. Here are some elements to consider when revisiting your marketing plan:

• Identify the pain point of your target audience and alter your messaging to ensure you address it.
• Evaluate if your unique selling proposition (USP) has changed or shifted slightly.
• Adjust your messaging on social media to match each platform’s audience and use A/B testing.
• Decide how you’re going to analyze the merits of your new strategy by establishing metrics for measuring success.
• Re-evaluate roles and allocate responsibilities to minimize roadblocks or unforeseen issues.

Based on your review of the above, you may need to alter your marketing mix or even overhaul your messaging.

Need help auditing your marketing plan? Contact us!

Quantum Marketing – A Fifth Marketing Paradigm?

Artificial intelligence, augmented and virtual reality, and wearables are some of the advances driving a fifth marketing paradigm according to Mastercard’s CMO Raja Rajamannar’s new book Quantum Marketing.
Rajamannar describes the four historical paradigms of marketing and contends that the industry is now hurtling into its ‘fifth paradigm.’  He suggests that MARCOM practitioners need to prioritize new technologies, plus have a broad command of PR, data, and finance, to navigate in today’s business world. He argues that in this new paradigm, the concept of loyalty is dead, and the very notion of a brand requires a complete re-imagination.   Check out the interview for more insights.

#FGFStory Wonder Tree is a Game-Changer for Rainforest Agriculture

There is a ‘wonder tree’ in Honduras that’s creating organic farming livelihoods, climate resistance, and giving hope to farmers in the Central American nation and abroad. The Inga family of trees, when planted in an agroforestry alley model, has given rural farmers the opportunity to use regenerative farming methods rather than the historical slash and burn methods.
This revolutionary Inga alley is hoped to reduce traditional agriculture practices, which contribute 73% of greenhouse gas emissions from the developing world’s agriculture. Additionally, the Inga alleyways are allowing farmers to add cash crops, generating more revenue for farmers.

What We’re Reading

• Take Steps Now to Further Your Brand’s Future on LinkedIn
• Opinion: Why Can’t a Brand’s Purpose Just be a Product that Works?
• Doritos Gives Platform to Black Creators with $5M Commitment
• Decathlon’s ‘Non-Behemoth’ Ethos in Canada
• Google Launches Food Insecurity Site, SNAP Benefits Search Tool
• What Apple’s iOS 15 Means for Marketers
• Pop-Up Shops Can Help Revitalize Hard-Hit Business Districts and Main Streets

Video Virality

Entrepreneurs and content creators wait for that moment when their videos go viral. But going live requires persistence and a few other key elements to get that extra boost for desired viral growth.
To boost your chances of going viral, keep these tips in mind:

• Post across social media platforms.
• Make your content relatable and relevant.
• Be more authentic – elicit emotions, talk to people, tell stories.
• Find the right audience.
• Follow influencers.
• Approach social media like an extension of your brand.
• Evaluate your results.
• Repeat and adjust.

Need help developing videos for social media? Contact us!

Report: Focus More on Facebook

Facebook is criticized on many fronts. However, its importance for brands is undeniable. According to a Sprout Social survey detailing consumer and marketer trends on social media, nearly 80% of consumers select it as their go-to platform to follow brands and it tops the charts as the most-used platform (87%). Furthermore, consumers following a brand on social have a remarkably high level of conversion (91%) and who said they are likely to visit its website or app.

 

 

Why do these findings matter? They serve as a reminder to revisit Facebook as a platform to drive business despite the buzz about newer platforms like TikTok and Clubhouse.

 

Brands Looking for Spaces

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

Montreal: A private chef is looking for an Old Port location with a terrace.

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

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.

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

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storage, and be air-conditioned.

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.

IF YOU’RE A MATCH CONTACT US!

Hyper-Personalizing Customer Engagement in Retail – Collect Data + Categorize It!

Brands can no longer differentiate themselves on product and price alone, as 75% of all consumers are more likely to make a purchase from a company that knows their name, their purchase history, and recommends products based on their preferences (Source: Accenture Interactive). For retailers, this one-to-one approach to engaging their customers is no longer optional, it is imperative to remain competitive. Start collecting data and implement methods to categorize the engagements by the objective of the interaction i.e., conversations about a repeat purchase, product questions, or support). These classifications can help you determine where to build self-service workflows, such as automated chat replies, and can assist when training your staff. Top tips:

• Categorize engagements into groups across all channels.
• Listen to the conversations.
• Identify customer sentiment, learn how they are relating to your brand, and find out what their thoughts are on their experience.

Next week, we’ll discuss the power of using your categorized data to deliver personalized engagement.

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

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

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a 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.

#FeaturedSeeker – Brand Seeks Toronto Space

We’re searching for a +/- 2,500 sq. ft. space in Toronto’s Yonge/Eglinton or Queen Street West areas for a pop-up activation. Let us know if you have a space that fits the bill and we can bring your vacancy to life with exciting pop-up opportunities!

IF YOU’RE A MATCH CONTACT US!

#TrendAlert – Swimwear

The global swimwear market, which was worth more than $16 billion in 2020, and is expected to grow to about $21.4 billion by 2025, according to market research firm Euromonitor International. Statista is anticipating the market will be even bigger, as much as $29.1 billion by 2025.

Want to take advantage of this trend with a pop-up? CONTACT US!

Pop-Ups in Action

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

• Netflix Launches 90s Themed Pop-Up Stores in London, Brighton & Newcastle Inspired by Horror Film Trilogy FEAR STREET
• The Best Pop-Up Shopping Destinations of Summer 2021
• Louis Vuitton Opens New York Pop-Up
• Porsche Korea Opens the First ‘Porsche NOW’ Pop-up Store on Jeju Island
• Celebrate ‘Space Jam: A New Legacy’ with the New Bloomingdale’s Pop-Up Shop
• A Dolce & Gabbana Mobile Pop-Up is Headed to the Hamptons
• Watches of Switzerland Debuting Airstream Pop-up Shop in the Hamptons
• Dickies Launches Immersive Pop-Up Shop with Fred Segal in Los Angeles

“Freedom lies in being bold.”Robert Frost

#CanadaDay #July4

State of Marketing Report 2021

HubSpot’s 2021 State of Marketing Report has revealed this year’s top marketing findings including ranking video at the top spot for content delivery and social media as the number one outreach channel. Leverage these findings for brand awareness by creating social media videos that appeal to your target audience and make sure to use the appropriate platform to reach them.

 

 

Need help developing a social media content strategy? Contact us!

The Results Are In!

Our #FGF readers have extreme views when it comes to wearable tech, but we love this diversity! Almost 30% of our readers just cannot live without their wearable tech while just under 24% said that they would never use wearable tech.

#FGFStory Meet Mr. Trash Wheel

Mr. Trash Wheel can be seen in Baltimore’s Inner Harbor where he gobbles up 15 tons of trash every day. He rotates based on power drawn from the river’s current and if not enough electricity can be generated, the wheel uses solar energy. The idea has been so successful that several other cities are building their own versions. Coming soon to the Gwynns Falls River in Maryland is Gwynda the Good Wheel of the West, while Oakland, California is building one called Trasharella.

Toronto FGF Readers

Free Tickets to ICFF’s Canada Day Screening of Peace by Chocolate
In celebration of Canada Day, the ICFF’s Lavazza Drive-In Festival alongside the City of Toronto’s DriveInTO program are offering a select number of tickets free to the screening of the Canadian film Peace by Chocolate on July 1. Zenergy’s PR team is thrilled to be working with the ICFF in promoting the film festival. Get your free tickets.

What We’re Reading

• Business leaders need to map out strategies for the next five years
• The Apple Watch is getting ready to replace your wallet and keychain
• PODCAST: Digital expectations in a physical world
• What does hybrid-office style look like?
• Scientists Have Figured Out How to Instantly Cure Hiccups
• Microsoft is getting back into physical retail — sort of
• Toronto Brand Launches An AI-Designed Collection

Payments Have Evolved.

Customers want to choose how they pay. Payment methods are becoming an increasingly influential aspect of the customer journey. When used correctly, the right payment methods can increase, help retention, and improve customer experience.
Here are some findings from a recent survey by Podium:

• 25% of customers will abandon a transaction if their preferred payment methods are not offered.
• 75% of consumers say the changes to their preferred payment methods due to COVID-19, like contactless payments, are likely to stay.
• Customers increasingly prefer digital payment options—including website payments, mobile wallets, direct pay platforms, and text links.

Why do these findings matter? They indicate that businesses must meet new consumer expectations and they need to rethink the role of payments in their customers’ journey.

In 2020, a whopping 83% of decision makers reported double-digit growth in digital revenue, versus 9% the year prior.(Source: Bloomreach)

This is not a moment to let pass you by. Need help with your ecommerce website? Contact us!

 

Brands Looking for Spaces

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

Montreal: A private chef is looking for an Old Port location with a terrace.

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

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.

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

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storag,e and be air-conditioned.

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.

IF YOU’RE A MATCH CONTACT US!

Canadian Retail Market Demonstrates Resilience

Despite repeated lockdowns across the country, the Canadian retail market has demonstrated resilience as evidenced in JLL’s Canada retail insights – Spring 2021. Additionally, RENX.ca has stated that there is a growing development opportunity in urban markets and that residential densification is strong across the country. Well-located properties with good covenants and strong cash flows are selling or leasing quickly. The retail industry has always embraced change and realized success that can come from innovation, which why it has historically remained so economically strong.

Landlords and Brands: Take advantage of new pop-up trends and opportunities! CONTACT US!

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

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

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a 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.
• San Leandro, California’s Bayfair Center Launches Pop-Up Program
• Apparrallel Pop-Up Opens in Downtown Detroit 
• Salt & Sundry Is Launching a Bethesda Pop-Up
• Silent Bob is opening a Mooby’s pop-up food shop in Toronto
• again&again Launches a Pop-In at the Owner’s Favorite Deli in NYC
• Mama-Tee’s Effort to Combat Food Insecurity During Pandemic Expands into Pop-Up Grocery Store
• The Pop-Up Shops in London That You Definitely Won’t Want to Mis

The waves in Nazaré, Portugal recorded a Guinness World Record as the biggest waves surfed, with a wave height of 78 ft. (23.7m).

How PR is Playing a Crucial Role in the Evolving B2B Landscape

B2B companies face fierce competition in securing customers, partners, employees, and investors and that battle has pushed them to rethink elements of their communications strategy. One of the most critical tools for any B2B company right now is third-party validation. Potential customers want to hear what current clients have to say about them and one of the most powerful PR stories is one recounted.

#FunFact

A recent study by ON24 shows that two-thirds of marketers polled are finding the most success by changing their communication style and messaging.

Need help with your PR outreach? Contact us!

#ProTip

A press release may announce a product launch or major event, but it’s the unique pitches to reporters crafted by PR specialists that will secure the stronger stories.

Are Zoom Negotiations Here to Stay?

Work-from-home policies, travel restrictions, and a redefining of the buyer-seller relationship in an era of technological advancements all point to a reduction of face-to-face supplier interactions. As the post-pandemic workplace evolves, video conferencing platforms like Zoom will continue to be the tool used for enhanced supplier communication. But how do you negotiate via video? Here are some tips:

• Build a wide-scale video presence with critical suppliers. Expand video meetings to include logistics, operations, planning, and field representatives.
• Take control of the negotiation process. Buyers should be the ones organizing the meetings, creating agendas, and driving the discussion.
• Get back to business. Recovering from the pandemic-driven downturn is dependent on overcoming constraints in the supply chain and that’s where effective management is critical. Negotiation is more important than ever.

#FGFStory Feline Cat Burglar Story Resonates with Cat Lovers

Oregon resident Kate Felmet put up a sign that said: “MY CAT IS A THIEF” in an effort to return gloves, hats, and other items stolen by Esme, her black feline. A photo of the sign next to a clothesline where Esme’s booty was hanging for neighbors to retrieve went viral with over 45 million likes on Twitter, sparking other pet owners to chime in with their own tales of cat burglars they’ve known and loved.

What We’re Reading

• Molson Coors’ CEO has a bold plan to ‘fundamentally change’ the beer maker. But will it work?
• “The Netflix of Wellness”: Inside the Hollywoodization of Peloton
• What a vegan nugget reveals about McCain’s investments
• Unilever expands initiative combating stereotypes as brands contend with ‘cancel culture’
• Bill Gates shares the 5 books he’s reading this summer
• Victoria’s Secret is (finally) trying to get women’s attention
• Pop-ups get the red carpet treatment from LI mall landlords

Driving Growth with Social Listening

Social listening is the process of monitoring social media channels, news, blogs, forums, and the rest of the web for mentions of your brand, competitors, product, or any other keyword.  Here are some reasons why social listening matters:

• It focuses on the online world.
• It’s budget-friendly.
• It’s multi-functional.

Social listening can help with market research, finding influencers, ensuring perfect customer service, finding outlets for PR, and link-building opportunities for SEO. It increases brand awareness, finds leads, finds online conversations to join in, increases engagement, and helps with researching competitors.

Need help with your social listening? Contact us!

“Part of social listening’s allure is the ability to learn what consumers are thinking in real-time.” Tara Weiss, Adweek

Podcasts are Coming to Facebook

Facebook is planning to start rolling out its podcast product at the end of June and eventually add a feature that will allow listeners to create clips from their favorite shows. This update comes as Facebook begins a legitimate push into audio. Mark Zuckerberg hosted the first Live Audio Room in the US this week, and in April, the company also announced plans for a feature called Soundbites, which will be live within the News Feed.

#FunFact

The global podcasting market size is US$9.3B and forecast to grow at a CAGR of 27.5% from 2020 to 2027. Source: Grand View Research

Brands Looking for Spaces

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

Montreal: A private chef is looking for an Old Port location with a terrace.

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

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.

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

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storag,e and be air-conditioned.

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.

IF YOU’RE A MATCH CONTACT US!

#TrendAlert Wearable Tech

Gadgets like fitness trackers and smartwatches are the most popular among US wearable owners, 63% of who own these sorts of devices.

Want to take advantage of this trend with a pop-up? CONTACT US!

Digital Transformation in Retail Continues to Accelerate

Neiman Marcus Group has launched a US$500M tech investment spree over three years. Its first of many moves is to snap up home and fashion SaaS platform Stylyze.Department stores, with declining revenues for decades now, have been missing out on the retail recovery taking place as the pandemic wanes across much of the globe and they are now looking to capitalize on this momentum through omnichannel initiatives.

“Today, consumers expect seamless, contextualized digital experiences across all channels. 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.” Keith Hontz, CEO & President of Savantis and a retail digital transformation specialist.

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

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

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a 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.

• Wendy’s expands ‘Rick and Morty’ collab with pop-up diner, custom Coke flavors
• Malibu hosts an immersive photography pop-up
• Jack in the Box launches virtual pop-up inspired by Jason Derulo’s Milli Meals
• Diageo opens new Johnnie Walker pop-up store in Haitang Bay
• Nintendo TOKYO Pop-Up Stores Are Coming to Major Cities Across Japan
• Nili Lotan announces collaboration with Champion and pop-up store
• Luxury Retailer Ted Baker Tries Pop-up Stores Away From City Centers

“Everyone should be respected as an individual, but no one idolized.”

Albert Einstein

Except for fathers, you can idealize your Dad.

#happyfathersday

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