Author: Zenergy

10 Smart Approaches to Optimizing Your Facebook Ads

Facebook remains the undisputed leader among social media advertising channels. Globally, billions of people use the platform every day, and the average daily user will spend a few hours on it. To ensure your ideal buyers feel inspired to take action after seeing your ad on Facebook, here are a few tips:

• Creating a frictiStart with a broad target and narrow it down
• Retarget consumers who visit your website
• Use Facebook’s tracking pixel and let their algorithm do the hard work
• Choose a medium that suits your goals
• Use your Google Analytics to divide ad sets
• Break up targets with A/B creative to see what’s working
• Create a client persona
• Create ads that cater to specific generations
• Use audience insights to attract competitors’ fans
• Target by location first if you’re a small business

Need help with your social media advertising? Contact us! Microinfluencers Give Great ROI

According to MarketingHub’s Influencer Marketing Benchmark 2021 Report, influencers with follower counts under 15,000 have more than three times the engagement of those with audiences of more than a million. These rates plus microinfluencers’ lower prices means they can add great value to for businesses.

#ProTip: Clearly define your goals and cultivate ongoing relationships to truly benefit from influencer marketing.

#ClientNews Image Totale©: The Original Concept of Immersion

Zenergy is excited to announce that the company has been selected as the official public relations partner for the US tour of Image Totale’s immersive art exhibitions including Van Gogh, Picasso, and Monet. Working with the original immersive art experience creators, Annabelle Mauger and Julien Baron, Zenergy’s PR gurus will be promoting these pioneers across the US.

What We’re Reading + Listening To

• These 3 remarkable Zoom apps make your meetings way better—for free
• 5 lessons I learned from a decade working with Steve Jobs (and advising other rock-star founders)
• How shopper marketing has been shaped by the pandemic this year
• 2021 Macro Trend: Activist Economy
• Facebook launches “Horizon Workrooms” for virtual offices — here’s how it works

#FGFStory: Europe’s First Solar-powered Restaurant

In southern France, Le Présage is harvesting the sun’s energy for cuisine solaire. The restaurant uses solar ovens and a Scheffler mirror — a large, parabolic dish that reflects and concentrates the sun’s rays to heat a stove to 400 °C. The kitchen’s water is heated by the sun, too.

Le Présage’s current incarnation serves fine food from a shipping container to guests for the time being as the owners will start building a fixed location later this year. The permanent restaurant will include a biogas installation to turn the site’s own organic waste into gas, enabling chefs to cook on cloudy days and after sunset. Biogas residues can then be used to fertilize a garden that’s meant to supply a quarter of the restaurant’s vegetables. #FuturDélicieux

#FunFacts Calgary

With retail sales growing more than 33%* in the last ten years and ranked in the Top 5 “Most Liveable Cities in North America” (The Economist Intelligence Unit, 2019), Calgary has become the hot spot of Canada.Boasted as an inclusive and entrepreneurial city connected through our community spirit, Calgary is a must for any brand wanting to pop-up.

*The Conference Board of Canada, Spring 2021

Featured Space: Vancouver The Glass House

84% of leaders in the marketing industry have adapted digital initiatives to respond to changing consumer expectations. Of those, 91% rely on digital advertising and social media, 90% use video, Brand activations, service launches, event spaces and more opportunities are now available in “The Glass House” at the newly redeveloped, mixed-use project – The Amazing Brentwood in Burnaby, Vancouver. The Glass House offers approximately 5,000 sq. ft. (over two levels) of dedicated pop-up space, available September 15, 2021, and onward. The Amazing Brentwood impressively combines shopping, living and entertainment in 28 acres – with world-class retailers including Nike, Sephora, H&M and more. Connected to Vancouver’s SkyTrain via Brentwood Town Centre.

Holiday Pop-Up Countdown: Halloween + Christmas Pop-Ups Wanted!

The holidays are fast approaching! We want to help you prepare your business for a busy period. Be set for success from start to finish with pop-up go! We will help you find the right space, prepare your pop-up, reach the right customers, and meet your pop-up expectations!

Head over to popupgo.com to check out available spaces!

500 sq. ft. of turnkey clothing store space in Rosedale fronting Yonge St.

IF YOU’RE A MATCH CONTACT US!

#ProTips Benefits of Pop-Ups

Pop-up shops provide brands with the flexibility and opportunity to experiment with less risk. Check out these other benefits of pop-ups:

• Great way to introduce new products and concepts or demonstrate how to use a product
• Create a fun experience for shoppers
• Pique consumer curiosity with elements of surprise and trendiness
• Create exclusivity and a sense of urgency for the products
• Allow retailers to target their market better by going directly into places target exists
• Can generate a buzz, create a memorable visual spectacle, and create a following
• Educate customers on what makes their product unique to the market

Interested in launching a pop-up? CONTACT US!

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.

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

• St-Germain opens Broadway Market pop-up bar
• Toys R Us brand to open 400 shop-in-shops in Macy’s stores
• Bacardi gets frozen cocktails flowing from Thames-side pop-up
• Shop 23 Local Vendors at Vancover Winery End of Summer Pop-Up
• LA’s Highland Park plant pop-up shop is a must see for macramé enthusiasts
• EllaB Pop-Up Shop in Chasewood Plaza After Connecting via Instagram
• Canadian brand TKEES pops-in at Holt Renfrew
• Jagermeister perks up Shoreditch with pop-up Coffee Haus and billboard dispenser

“Society is unity in diversity”

George Herbert Mead

Four Ways to Improve the Quality of your B2B Engagement

Last year’s lockdowns prompted brands to rethink how to improve engagement with customers. Depending on your goals, this could mean:

• Creating a frictionless pathway for communication.
• Delivering strong content to customers.
• Providing a seamless experience from one digital touchpoint to another.

#FunFact: 96% of enterprise leaders agree that the pandemic has increased the need for digital transformation with the common purpose of adding value to the lives of their audiences through products, services, or content. (Source: Econsultancy)

Here are four ways to optimize the quality of your B2B engagement:

• Elevate your conversational marketing. It’s a mobile-first, fast-moving world, and people want their questions answered in real time. Brands must recognize the importance of seizing the moment and engaging with customers as soon as it happens.
• Diversify educational content. Integrate live streaming content and videos that can further customers’ knowledge about your respective industry while building and growing your audience.
• Consider micro-influencers. Use a focused approach through thoughtful, authentic posts with a smaller, more engaged audience, consider a micro-influencer.
• Humanize your brand. Elevate trust and improve engagement by focusing on putting faces to names.

NFTs Could Go Even More Mainstream with Shopify’s Latest Move

NFTs have shot up in popularity over the past year. NFTs have become popular in industries from sports memorabilia to fashion and art, where their ability to provide authentication and uniqueness is prized. Last week, Shopify started allowing merchants on its platform to sell NFTs directly, betting that there’s demand for an alternative to third-party crypto marketplace. The company aims to win over merchants by giving them more control over the sale and customer relationship.

What We’re Reading + Listening To

• How B2B Companies Can Market Like Media Companies
• Vollebak’s black t-shirt locks in carbon for 100 years
• Brands Must Figure out Their Audio Identity, Says PepsiCo’s Gabe Alonso
• What really happens when brands stop advertising
• 16 Tips For Capturing Millennial And Gen-Z Attention On YouTube

#ClientNews: Curious Scarlet

Looking to add some excitement to your life? We’re extremely thrilled to be working with Curious Scarlet, a luxury designer cannabis and smoking accessories brand as they launch their unique line of products that are sure to you bring joy, relaxation and hint of zest. Zenergy’s team has been contracted as Agency of Record for all MARCOM activities – including media relations, social media, website design and content development – for the digitally native brand that is set to launch this fall.

Check out and follow Curious Scarlet on their Instagram page, and sign up on their website to be the first to know what’s coming… are you curious?

#PollResults: Split down the center!

Our FGF readers are nearly equally divided amongst their use of either debit or credit. 49.5% opted for credit and 50.5% turned to debit.

#FGFStory: California Zoo a TikTok Hit!

The Reptile Zoo in California has more than 10 million TikTok followers and has produced many viral videos, one of which proved particularly popular with 85 million views and 5.2 million likes. The clip shows one alligator being so eager at feeding time that he escapes his enclosure.

Six Effective Influencer Marketing Strategies

Influencer marketing can have tremendous results for your business, but you should be aware of some proven practices to achieve the highest ROI for your campaigns. It has been found that spending $1 on influencer marketing results in $6.50 in earned media. Here are six tips to run your influencer marketing campaigns:

• Focus on the right platform
• Identify the influencers who you want to work with
• Find the right communication approach
• Trust the influencer to tell your brand story
• Make a proper disclosure
• Launch the product involving the influencer

Take advantage of influencer marketing opportunities. Contact us!

#FunFacts

84% of leaders in the marketing industry have adapted digital initiatives to respond to changing consumer expectations. Of those, 91% rely on digital advertising and social media, 90% use video, and 60% have implemented artificial intelligence strategies. Source: Salesforce

Featured Brands Looking for Spaces

Toronto

2,000-5,000 sq. ft. of unique retail space is needed in trendy downtown Toronto neighbourhoods (Queen, Ossington) for a popular DTC swimwear company.

Seeking 500-1,000 sq. ft. in downtown Oakville for bath, body, and accessory brand activation.

Shopping Centers Across the US

Seeking outdoor and parking lot spaces at shopping centers for clothing donation boxes (+/- 100 sq. ft.).

IF YOU’RE A MATCH CONTACT US!

pop-up go Launches New Website!

We’re excited to introduce you to our new website, designed to make your pop-up needs easier to realize. Here’s what’s new:

• Effortless navigation
• Quicker access to information
• Easier communication

Head over to popupgo.com to check out the new site!

Featured 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.

Toronto

GTA space seeking pet product retailers, bookstores, or gift and wrapping services for pop-up activations.

Calgary

Retail center seeking women’s fashion, home goods, and health & wellness brands.

Vancouver (Burnaby)

Mixed-use center seeking unique retail concepts, brand showcasing, service launches, and galleries.

IF YOU’RE A MATCH CONTACT US!

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.

#Featured Pop-Up The Scottish & Irish Store Pop-Up

pop-up go is excited to work with The Scottish and Irish Store to launch a truly unique pop-up in downtown Toronto. From September 1 to December 31, find The Scottish and Irish store located at 501 Queen Street West and shop from their line of Scottish and Irish snacks, clothing, jewellery, and more! While it may be hard to travel right now, this pop-up will make you feel like you are euro bound!

Want to launch a pop-up? CONTACT US!

Pop-Ups in Action

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

• La Maison Delvaux has touched down in London for six months of savoir-faire at Harrods
• Willy Wonka-themed hotel room pop-up is mouth-watering
• Aperol hosts a bar pop-up to bring some of Italy’s beach culture to the UK
• Wu-Tang Clan opens pop-up merch shop in RiNo during Denver concerts
• Pop-Tarts pairs with Gen Z brand Lyrical Lemonade for back-to-school pop-up
• Cambridge to host new adaptive clothing pop-up store
• Party City to open four times more Halloween pop-ups as in 2020
• Dollar General unveils its first store-in-store concept
• First round of Sephora pop-ins at Kohl’s open; here’s where
• American Horror Story-themed pop-up bakery comes to Los Angeles

Fear of Friday the 13th one of the most popular myths in science is called paraskavedekatriaphobia as well as friggatriskaidekaphobia.

Triskaidekaphobia is fear of the number 13.

B2B Video Marketing Tips

Business-to-business marketers can find success by:

• Keeping video clips short.
• Using them to address potential barriers to purchase.
• Fostering trust with product tutorials and how-to videos.
• Creating onboarding videos to improve customer retention.

Zenergy offers end-to-end video production services. Contact us!

#FunFact: 70% of viewers tend to engage with videos that are under two minutes long. Videos longer than two minutes have a dramatic drop in engagement rates. (Source: Wistia.com)

A recent study by Wyzowl found that video has a vast range of benefits including:

• Above-average ROI.
• Significantly higher engagement rate than that of other content types.
• Increased website traffic.
• Improved sales numbers.
• Additional lead generation.

Adidas Liquid Billboard is Straight Out of The Future

Adidas has caused a splash with their billboard on a beach in Dubai, literally! The billboard is a box full of water – 11,500 gallons of water to be precise – intended to inspire women in Dubai to swim. The billboard showcases actual women swimming and was built to support the launch of Adidas’s range of accessible women’s swimwear.

What We’re Reading + Listening To

• TikTok tests disappearing Stories format
• The What, Why, and How of Video’s Next Revolution in Content Marketing
• Target to pay 100% of college tuition and textbooks in bid to attract workers
• LinkedIn holds a third of all US B2B digital display ad revenue
• How German cities are looking to pop-up shops to enliven pandemic-hit areas
• Infographic: Employee advocacy program best practices

Debit or Credit?

More than 42% of US credit card owners prefer using debit cards for most transactions. Credit cards hold only a slim edge, with over 45% favoring that payment method. It’s no surprise that just about 12% like to use cash, because, really, who still carries cash? Source: InsiderIntelligence

#FGFStory: Flavor Confirmer Wanted

Doritos is offering TikTok users the chance to become its first Flavor Confirmer and be paid $100 per day for a month to ensure the flavor consistency of its Nacho Cheese chips. A TikTok starring influencer AdamW explaining the position has attracted more than 8 million views and more than 154,000 likes. Users can help to pick the winner from five finalists by liking their entry videos.

Mobile B2B Ad Spend Poised to be More than Nonmobile

Mobile is expected to overtake nonmobile in spending share by the end of 2023 and generate $7.43 billion in ad outlays. This comes after mobile’s slight loss of share last year, when B2Bs focused on nonmobile ads to target audiences working from home and spent $5.16 billion on those placements.

Take advantage of mobile ad opportunities. Contact us!

New Role for Marketers: Talent Acquisition: Brands Get Social to Recruit Staffers

Companies are employing creative social strategies to stand out amid a highly competitive job market to entice applicants who seek brand purpose and quality of life benefits, in addition to salary. An example is global toymaker Spin Master who launched a meme campaign to boost its game division marketing team. Meanwhile, Chipotle is attracting Generation Z candidates with TikTok resumes and a virtual job fair that yielded 24,000 applications.

Need help with your marcom activities? Consider outsourcing. Contact us!

New Role for Marketers: Talent Acquisition: Brands Get Social to Recruit Staffers

Companies are employing creative social strategies to stand out amid a highly competitive job market to entice applicants who seek brand purpose and quality of life benefits, in addition to salary. An example is global toymaker Spin Master who launched a meme campaign to boost its game division marketing team. Meanwhile, Chipotle is attracting Generation Z candidates with TikTok resumes and a virtual job fair that yielded 24,000 applications.

Need help with your marcom activities? Consider outsourcing. Contact us!

Spaces Wanted!

Montreal

Seeking 1,000 sq. ft. in downtown Montreal with kitchen for an ice cream shop pop-up.

Washington Metro Area

1,000-2,000 sq. ft. in DMV for a fashion brand.

South Florida

A fashion brand is looking for 1,000-2,000 sq. ft. in South Florida for a series of activations.

Toronto

A luxury home goods brand seeking 600-1,000 sq. ft. on Queen St W, College St, Ossington Ave, Dundas St W, or Bloor St W, or in The Junction, Roncesvalles.

Housewares company seeking 3,000 sq. ft. on Dundas St West or near Trinity Bellwoods Park.

A DTC women’s fashion brand seeking 500 sq. ft. on Ossington Ave for a sample sale.

100 sq. ft. in the GTA for a custom art showcase and sale; seeking kiosk or ground floor condo retail space.

350-500 sq. ft. near Union Station for a juice concept.

250 sq. ft. on Bloor St. West near Christie Pits or High Park for an artisanal food brand.

1,000-5,000 sq. ft. of event space in West Toronto neighbourhoods for a cultural event.

IF YOU’RE A MATCH CONTACT US!

Are you Living Up to Consumer Expectations?

American Eagle Outfitters is building on earlier digital efforts for back-to-school with the expansion of its virtual shopping experience on Snapchat and the launch of its ‘Future Together, Jeans Are F

According to new research from Bold Commerce, more than half (58%) of leading retailers admit that they’re not living up to consumer expectations when it comes to bringing together digital and physical experiences.

Highlights from the report include:

• Retailers cannot innovate as fast as they want to: While 90% of retailers want to continuously innovate and rapidly test new customer experiences, 43% say they lack the resources to do so.
• Retailers are doubling down on their efforts to improve omnichannel experiences: The top two areas where retailers see opportunities to improve the online shopping experience are having a unified view of inventory availability (49%) and applying the same business rules such as pricing and promotions across all customer touchpoints (44%).
• Tech investments are mixed: There is a relatively even split among retailers leaning towards investing in existing technologies (40%), or adding additional solutions (31%), versus fully replacing their commerce platform (29%).

Brands Wanted!

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.

Toronto

Mixed space property (residential/commercial) in Liberty Village area is looking to host local businesses for a new pop-up initiative.

2,500 sq. ft. of turnkey space in Toronto’s historic Distillery District. Move-in-ready for events or retail!

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.

GTA space seeking pet product retailers, bookstores, or gift and wrapping services for pop-up activations.

Calgary

Retail center seeking women’s fashion, home goods, and health & wellness brands.

New! Vancouver (Burnaby)

Mixed-use center seeking unique retail concepts, brand showcasing, service launches, and galleries.

IF YOU’RE A MATCH CONTACT US!

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.

#TrendAlert Jeans are Staging a Comeback

People are (temporarily) putting down athleisure and picking up hard pants again. According to The State of Denim report by Trendalytics, 2 million people are searching the word ‘jeans’ online on a weekly basis — up 33% year-over-year. Comparatively, there are 940,000 weekly searches for work-from-home (WFH) bottoms, defined as leggings, sweatpants, and joggers. Additionally, about 40% of the population is wearing a different size compared to a year ago, according to Maria Rugolo, Director and industry analyst of apparel at The NPD Group.

What’s next? The data shows that people need new apparel, including new denim options.

Pop-Ups in Action

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

• Young entrepreneurs from PEI move from online to pop-up shop
• This luxe pop-up shop looks like an Apple Store but can be carried on a flatbed
• LINE FRIENDS & BT21 Pop-Up Coming to Toronto
• Blackpink and Astro launch new pop-up stores, exclusive K-pop merch up for grabs
• Sisters’ fashion firm YANA Active realises dream ambition with Fenwick pop-up shop
• Rosie Assoulin Partners With Solage Auberge Resorts on Summer Pop-up in Napa

“Learn the rules like a pro, so you can break them like an artist.” – Pablo Picasso

The Power of a Solid PR Campaign

A PR campaign aims to increase your brand’s profile and promote your company, solutions, products, and services. It also helps to generate awareness, create more leads, and, in turn, drive sales. Here are a few tips to consider when planning a PR campaign:

Start with research – Research everything from your target audience, media outlets, social media channels, and competition.

Plan your approach – Create a campaign approach based on the learnings from your research. Ensure that you define all metrics for success.

Develop press materials – The materials required depends on what you’re trying to achieve from your PR campaign. These can include pitch emails, media kits, media alerts and press releases.

State your message – Your narrative must be compelling, concise and well-articulated so that it stands out.

Timely Execution – The most crucial thing in executing your PR campaign is the timing.

Evaluate Performance – Once the campaign is over, evaluate defined metrics and adjust accordingly for future ones.

#FunStats The Top 15 US Companies in Retail eCommerce Sales Growth

Fifteen companies will account for 72.3% of US eCommerce sales this year, up 10.5% from 2019, largely due to the rapid expansion of several retailers.
US eCommerce sales are expected to grow 17.9% this year to reach over $933B. eCommerce is now on track to surpass 20% of total retail by 2024. Source: eMarketer

#FGFStory

Influencer Raises $70K in Tips for Airport Pianist

Tonee Valentine, a pianist who entertains travelers at Atlanta’s Hartsfield-Jackson International Airport, collected $70,000 in tips after an internet influencer posted a video of Valentine playing his heart out while hardly anyone notices him. Valentine suffers from kidney disease and undergoes dialysis nightly before playing piano at the airport.

What We’re Reading + Listening To

• Podcast [Interview]: Jon Bishop, Founder of CDNGLOBAL Commercial Real Estate Services
• Omnichannel has never been more vital for retail
• TikTok’s live video push continues with new features for creators and viewers
• Walmart offers its omnichannel capabilities to other businesses
• Retail’s boom is more of a rebound

Big Brands Piloting Twitter’s New eCommerce Features

With its Shop Module, Twitter joins other social platforms in adding features that help brands tap into online shopping that surged during the pandemic. The Shop Module allows consumers to tap on a product to learn more and make an in-app purchase without leaving Twitter. Nike, Walmart, Disney, Patagonia, GameStop, Google, podcast Latinx in Power and retailer Arden Cove are among the brands piloting the Shop Module.

#FunFact

As of the first quarter of 2021, Twitter had 199 million monetizable daily active users worldwide.

Discover how you can work with influencers to launch new products. Contact us!

Spaces Wanted!

Washington Metro Area

1,000-2,000 sq. ft. in DMV for a fashion brand.

Southern Florida

A fashion brand is looking for 1,000-2,000 sq. ft. in Southern Florida for a series of activations.

Toronto

A luxury home goods brand seeking 600-1,000 sq. ft. on Queen St W, College St, Ossington Ave, Dundas St W, or Bloor St W, or in The Junction, Roncesvalles.

A DTC women’s fashion brand seeking 500 sq. ft. on Ossington Ave for a sample sale.

100 sq. ft. in the GTA for a custom art showcase and sale.

350-500 sq. ft. near Union Station for a juice concept.

250 sq. ft. on Bloor St. West near Christie Pits or High Park an artisanal food brand.

1,000-5,000 sq. ft. of event space in West Toronto neighbourhoods for a cultural event.

IF YOU’RE A MATCH CONTACT US!

Virtual Shopping Features Take Flight

American Eagle Outfitters is building on earlier digital efforts for back-to-school with the expansion of its virtual shopping experience on Snapchat and the launch of its ‘Future Together, Jeans Are Forever’ campaign. Shoppers on Snapchat can use the ‘Dress Yourself’ AR feature to shop the entire American Eagle collection. The all 2021 campaign stars Chase Stokes, Madison Bailey, Addison Rae, Caleb McLaughlin and Jenna Ortega.

Brands Wanted!

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 in Toronto:

Mixed space property (residential/commercial) in Liberty Village area is looking to host local businesses for a new pop-up initiative.

2,500 sq. ft. of turnkey space in Toronto’s historic Distillery District.

Move-in-ready for events or retail! 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.

GTA space seeking pet product retailers, bookstores, or gift and wrapping services for pop-up activations.

New space in Calgary:

Retail center seeking women’s fashion, home goods, and health & wellness brands.

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.

#TrendAlert Faux Leather is Now a Luxury Material

The demand for leather alternatives has reached a new high. Thanks to increasing partnerships between influential fashion players and emerging biomaterials companies, products composed of leather alternatives are becoming commonplace in luxury. Innovative materials offering more sustainability and comparable quality are fueling the trend, as is a heightened focus on ethics and values.

Adidas, Stella McCartney, Lululemon and Kering have slowly begun rolling out products featuring Bolt Threads’ Mylo leather substitute, derived from mushroom roots. And brands including Chanel and Hugo Boss have launched accessories incorporating Pinatex’s namesake leather alternative, made from pineapple leaf fibers.

What’s next? Material-focused changes-for-the-better are going to have a halo effect on the fashion industry. New materials are going to boost design teams in terms of their creativity and product development.

Pop-Ups in Action

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

• Dior Opens a Summer Shop at Harrods, With Mizza Prints, a Pop Art Feel
• Back to School Bash and Youth Business Pop-Up Shop Open in Louisville, KY
• Ethical clothing pop-up shop in Leamington, UK
• Cross Colours Pops Up at Nordstrom
• Rae Dior Couture hosts Back to School Fashion Show & Pop-up Shop: 200 bags filled with school supplies to be donated during event
• San Antonio-based designer Angelina Mata hosts weeklong luxury pop-up shop in Southtown

Featured Pop-Up: Eliza Faulkner #Montreal Pop-Up

pop-up go is thrilled to have helped the bold feminine fashion brand Eliza Faulkner activate in Montreal. Check out their pop-up August 6 to 8 at 5689 St Laurent Boulevard.

“Beauty is everywhere. You only have to look to see it.” – Bob Ross

Building a B2B Community

Building communities is vital to B2B marketing and can elevate a brand’s thought leadership reputation, enhance customer experience and boost loyalty. Key community-building tactics include the creation of quality, educational content with a “journalistic edge” and facilitating community interactions through video. Here are some of the benefits:

• Positions you as a trusted authority: Provide valuable content and experiences to your community and your brand will be perceived as a trusted resource.
• Provides an experience beyond the product: Create a place to connect with customers and prospects at a more human, emotional, and problem-solving level.
• Builds customer loyalty: Happy customers become dedicated followers and passionate brand ambassadors who will help recruit new organic followers and prospects to your community.
• Offers opportunities to innovate: Run surveys, ask for customer feedback and suggestions, and uncover deeper insights about your customers.
• Builds customer loyalty: Happy customers become dedicated followers and passionate brand ambassadors who will help recruit new organic followers and prospects to your community.
• Cut ad spend: One of the long-term benefits of building your own organic community is it cuts advertising costs, which further helps your brand be more authentically authoritative.

Call it whatever you’d like but a B2B community is a space where customers come together to learn, share, and interact with brands.

Infographics

The average bounce rate on websites is 40.5%, per The Daily Egg, but infographics can drastically improve content viewer engagement, help boost Google rankings, and keep people viewing your content.

#FGFStory

Grandpa’s Texts to Granddaughter get 6.8M Tiktok Views

A A video showing the humorous text exchange between Megan Elizabeth and her 91-year-old grandpa has gone viral, attracting 6.8 million views and 1.7 million likes on TikTok. The video spotlights gems from her grandpa, such as “This is grandpa. I read an article that said if you do not find a life partner by 29 you most likely die alone. Your birthday is coming up in 3 months. Just wanted to let you know.”

What We’re Reading

• Popshop Live valued at $100M
• Clubhouse is now out of beta and open to everyone.
• The right marketing tech stack helps build trust
• Snap buys another company to make AR shopping a reality
• Why hasn’t plant-based seafood taken off?
• How the death of cookies will spur a digital creativity renaissance

Once Upon a Time…Social Stories

Stories have become a popular venue for social media advertising, but there are already signs of a spending plateau. In 2020, the primary venues where marketers placed Story advertising were Instagram, Snapchat, and (to a lesser extent) Facebook. In recent months, LinkedIn launched its own Story ad format and we expect Pinterest will also introduce ads in Idea Pins.

In July 2020 research by Kantar Media, senior marketers worldwide were planning to raise their ad budget or resource allocation for social media Stories by 54% in 2021—second only to the 65% increase for digital video ads.

Need help with your social media creative? Contact us!

#FunFact

According to eMarketer, US spending in influencer marketing is set to hit $3.69B this year, a 33.6% rise over 2020, and projected to surpass $4B in 2022. Instagram captures approximately half of that spend, followed by YouTube, Facebook, and TikTok.

Learn more about how social influencers can help reach your target market. Contact us!

Spaces Wanted in #Toronto

A luxury home goods brand seeking 600-1,000 sq. ft. on Queen St W, College St, Ossington Ave, Dundas St W, or Bloor St W, or in The Junction, Roncesvalles.

A DTC women’s fashion brand seeking 500 sq. ft. on Ossington Ave for a sample sale.

100 sq. ft. in the GTA for a custom art showcase and sale.

350-500 sq. ft. near Union Station for a juice concept

IF YOU’RE A MATCH CONTACT US!

Foot Traffic Ramps Up Across North America

According to the latest mall index from Placer.ai, malls in the US saw a boost in foot traffic in June nearing pre-pandemic levels. Since February 2021, they reported rebounding visits, with a 14.4% month-over-month increase for indoor malls, and a 12.8% increase at outdoor malls. With shoppers feeling more confident and returning to malls as they reopen, the back-to-school season is expected to give it a further boost.

Canadians are also eager for in-store shopping as restrictions ease, according to geolocation data compiled by SafeGraph Inc. The San-Francisco based analytics firm released complete data for the first time recently, showing a 44% increase in clothing store foot traffic in June as compared to the same month in 2019, according to a Bloomberg analysis of the numbers.

Brands Wanted!

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 in Toronto:

Mixed space property (residential/commercial) in Liberty Village area is looking to host local businesses for a new pop-up initiative.

2,500 sq. ft. of turnkey space in Toronto’s historic Distillery District. Move-in-ready for events or retail!

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.

Four Trends Impacting Retail Marketing Strategies

As digital ad costs have risen in recent years, retailers are exploring new ways – and resurfacing more traditional channels – to advertise their goods and diversify their marketing strategies.

Resurgence of print – Direct mail and catalogs have become particularly attractive to direct-to-consumer brands as online competition heats up,and relying solely on Facebook and Google has come at a cost.

‘What’s old is new again’ – Combining print with agile marketing can help brands marry the allure of print with the benefits of digital marketing. For example, brands can post a print advertisement on the side of a vehicle, and if people are located near the vehicle and have GPS location enabled, the brand can then deliver them an ad based on their geolocation.

Rethinking digital marketing strategies – Some apps now need to ask permission before tracking, which can makes calculating an ROI difficult. This has led brands to shift budgets to alternative digital channels like podcasts and diversify their platform selection as well as integrate more non-digital channels such as the inclusion of pop-ups.

Experimenting to find the right approach – With more advertising channels for brands to explore than ever before, choosing the right option isn’t necessarily a one-size-fits-all approach. What works for one brand may not work well for another, making experimentation key.

Pop-Ups in Action

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

• ‘Goodz’ Manhattan Pop-Up Boutique Benefits Female Artists Around The World And Nonprofit The Pad Project
• LeBron James Teams With Fortnite Makers Epic Games On West Hollywood Pop-Up Taco Shop
• Chaia opening DC pop-up location
• ONEUS prepares to open shop with their pop-up store for their 4th Japanese single ‘BLACK MIRROR’
• A Bar Devoted to Hard Seltzer Bubbles Up in Chicago
• Orlando’s Milk District offering pop-up shop for aspiring entrepreneurs

#FunFact

According to research conducted by Podium, 74% of consumers said that would be more likely to text message with a business if they knew they were engaging with a real person.

There are approximately 369,400 flowering plants in the world.

The Era of Adaptation

This year’s Nielsen Annual Marketing Report equips brands – big and small – across various sectors of the economy with smart marketing and advertising strategies to meet the escalating pressure and drive return on investment. Key takeaways include:

• Continue marketing but reallocate your mix: Make the most of marketing budgets and engage with new consumer groups.
• Focus on the end-to-end journey: Rethink omnichannel strategies and capitalize on opportunities in emerging advertising channels. Read our recent blog on CTV opportunities.
• Leverage both holistic and granular measurement: Incorporate first-party data supplemented by second- and third-party data.

The Importance of Combining Print and Digital Campaigns

Consumers have been increasingly turning to digital channels—and so too have marketers. According to a US End-Of-Year Forecast report, digital advertising will account for 55% of all advertising by the year’s end. However, while digital advertising is surging, marketers shouldn’t overlook print advertising. In a recent survey on consumer attitude toward print advertising, 40% of consumers said they were more likely to shop at a retailer that sends them printed advertising than one that doesn’t.

While marketers need to show up in the channels their customers are using – such as digital channels – they also need to make sure they’re making the most impactful impression they can for their brand. Thus, the best advertising strategy is often one that combines both digital and print.

Blended campaigns can create more memorable experiences for your customers while driving traffic to your brand both online and offline. This can amplify your marketing efforts further and, ultimately, lead to better marketing outcomes.

Three reasons why combining print and digital can improve your marketing campaign:

• Drives greater engagement.
• Amplifies your calls to action.
• Enables your brand to stand out in a crowded advertising space.

#ClientNews

2021 Recipient of the ICFF Award of Excellence: Congratulations Vincenzo Guzzo!

“This prestigious award honors Mr. Guzzo’s outstanding support and contributions to Italian and Canadian cinema and recognizes his incredible influence in the film industry and on the movie-going experience across the country,” said Cristiano de Florentiis, Artistic Director of the Italian Contemporary Film Festival. Each year, the Italian Contemporary Film Festival (ICFF) is pleased to host many special guests at the Lavazza Drive-In Film Festival, including actors, directors, producers, journalists, and other prominent members of both the Italian and the Italian-Canadian film industry. An accomplished Canadian entrepreneur, philanthropist, and television personality, Mr. Guzzo will attend the closing gala as the preeminent guest of honor.

#FGFStory

Fish Fly from Planes into Utah Lakes

A video showing the Utah Division of Wildlife Resources restocking lakes, which are not accessible by car, by dropping fish from a plane has gone viral on Twitter, attracting more than 2.2 million views. Pilots can dump up to 35,000 trout into 40 to 60 lakes within a few hours – a process that is speedier and more efficient than pumping fish through a pipe that empties into a lake, the common method for restocking lakes accessible by cars.

What We’re Reading

• 7-Eleven to launch Slurpee into space in a nod to its delivery service
• Facebook to invest $1B in creators in bid to bolster Reels, livestreaming offerings
• Essential Keyboard Shortcuts for Microsoft Teams
• Facebook Users Said No to Tracking. Now Advertisers are Panicking
• Amazon will capture 85% of US back-to-school digital shoppers this year
• 3D animation: How Whisky is Made.

Niche Social Platforms Can Reveal New Brand Opportunities What Apple’s iOS 15 Means for Marketers

Consumers are turning their social media attention toward niche platforms tailored to specific, like-minded audiences. Brands are following suit to connect with them and sell products to niche audiences who are genuinely interested. Examples include Stage 32 for the entertainment industry and Figure 1 for medical professionals. Brands should explore these platforms with social listening and then interact with valued content.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.

Need help connecting with your audience on social media? Contact us!

Twitter is Ending Fleets

Less than a year after Twitter widely launches Fleets – posts that disappear after 24 hours – the company is removing the feature citing low user adoption. The Fleets feature mimicked other time-limited formats like Snapchat Stories, as well as Facebook and Instagram’s own copycat versions. As of January, just 7.7% of Twitter users in the U.S. said they had posted a Fleet, a marginal increase compared with 6% right after the feature launched, per a YouGov survey.

Learn more about how social videos can help you 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 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!

Boost Website Visitors via Social Media

Use social media to boost traffic to your brand’s site by optimizing profiles, posting social proof (i.e., client reviews and testimonials), and engaging more niche audiences on platforms. Other tips include publishing social content when your target audience is most responsive, creating valuable content, and using visuals such as infographics and video.

Here are nine tips to help increase social referral web traffic:

• Optimize your social profiles
• Use social proof
• Use less popular platforms in addition to mass ones
• Time it right, pick the most effective times
• Make share buttons obvious
• Promote your content
• Engage your audience
• Be responsive
• Get visible

#FunFact 87% of marketers say increasing website traffic is a benefit of social media marketing, according to Social Media Examiner.

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.

Commercial Real Estate Market Leaders Combine Vast Experience to Launch of CDNGLOBAL^®

Commercial real estate leaders and members of the Devencore management team, Agron Miloti and Jon Bishop, announced the launch of CDNGLOBAL^® this week. The company boasts that it will provide the global real estate market with a bridge to Canada and access to highly experienced professionals coast-to-coast supporting both brokers and their clients. Additionally, CDNGLOBAL will connect its strategic regional partners to its global network. CDNGLOBAL states that it is unique in that it offers limitless opportunity for a collaborative ecosystem of entrepreneurs, advisors, and brokers with a progressive business model and compensation system.

“I believe strongly in bricks and mortar. We believe very much in human contact. We have clients who love to prepare their purchases back home but then come to the store. The clients like to have this fluid interaction.”

Pietro Beccari, CEO, Dior

Retail Salespeople are Transforming Themselves into Social Influencers

For decades, sales employees have been strictly floor workers: they interacted with customers browsing in stores, showcasing, and pitching them items to make commissions. Now, more salespeople are also building up their presence on apps like Instagram and TikTok, in order to reach customers there.  One reason that more commission-based workers pop up on social channels is that more start-ups are providing the tech infrastructure to help them sell directly. Lord & Taylor, Saks Fifth Avenue, and Nieman Marcus are among the retailers that have used white-label software to help salespeople set up virtual storefronts on their websites.

LEGO Launches its First Experiential Pop-Up Tour in the UK

The LEGO Group is hitting the road with the launch of its first experiential pop-up tour of the UK this summer, hitting major cities including Southampton, Liverpool, Edinburgh, and Bristol. Called the LEGO Pop & Play Tour, the experiential activation will set up within major shopping centers around the UK. The pop-ups will encourage kids and families to unleash their creativity through a range of play experiences. Visitors will be able to take part in activity stations, including cupcake decoration with LEGO DOTS, vehicle building with LEGO City, embarking on a scavenger hunt to spot balloons and horses with LEGO Friends, and creating their own beat with the LEGO VIDIYO studio. After completing each station, families will receive a rosette and by simply collecting two, can head to a local LEGO store in the area to collect a gift.

Pop-Ups in Action

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

• Casper to open first branded pop-in with Bed Bath & Beyond
• Pop-up art shop open weekends at Celebration Square in Mississauga
• Maldon Books opens their pop-up shop – the Book Hut – as the first zero-waste, refill shop in Essex, UK
• Westfield London Creates 4,000 sq. ft. Pop-Up Shop Dedicated to Tiktok
• TOMBOGO Pop-Up Shop Allows Guests to Customize Clothing
• Louis Vuitton Pre-Launches Fall 2021 Menswear at Shanghai Pop-up
• Pop-Up Shop Looks to Encourage Business Aspirations in Young People
• West Cork’s Club of Olympians Opens Pop-Up Shop to Fund Next Generation

There is no known number of beaches in the world because there is no qualifying definition of a beach!

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).