Author: Zenergy

As businesses around the world continue to evolve and navigate the changed reality COVID-19 has created, manufacturers are faced with new and demanding challenges of their own. Connecting and communicating with customers and prospects has become one of B2B companies’ primary challenges.

Before COVID-19, businesses relied heavily on tradeshows for networking and prospecting. Tradeshows served to launch new products, build partnerships, connect with potential buyers, and create awareness for the brand overall. So, now what? With few to no physical tradeshows taking place in 2021, manufacturers are forced to rely on virtual events and digital outreach more than ever before.

The purpose of virtual events is no different from that of in-person ones – focus on customer relations, brand awareness, and lead generation. But where in-person events make interactivity easy, virtual events must place a greater emphasis on the customer experience and engagement to be successful.

Drive Attendance

Remain patient and set aside enough time for proper execution.

You should be setting aside at least six weeks to plan and promote your event. The average cost per virtual attendee is $500 – $1,000 (Markletic, May 2020). To optimize your budget for the best results and quality attendees, you must clearly define your target audience. Consider using outreach tools such as email campaigns and targeted social media posts, in addition to direct outreach from sales representatives, programmatic advertising, and business partner implication to drive attendance at your virtual event.

Keep Your Audience Engaged

There are four major things you can do to keep your audience engaged:

• Engage with your audience well before the event. Send out a survey, post a call-out on Twitter, ask your attendees what exactly they want to get out of the virtual event.
• Integrate live polling and display as your event takes place. Have people share their responses to pre-determined questions in a live audience poll and then project the responses onto a backdrop.
• Send virtual ‘swag bags’ to your attendees. These can be sent as a thank you for attending post-event. Bags can also be sent beforehand, with items that your attendees can utilize throughout the event.
• Utilize various types of contests. Contesting is a great way to ensure that registrants attend, are engaged, and stay present throughout your event.

Promote Your Event Before, During, and After

On par with loyalty points, gift cards and fan clubs, social tokens offer a unique way to improve brand awareness, engagement, and affinity. Some brands are tapping into consumers’ increased acceptance and understanding of virtual currencies and are minting, issuing, selling, and trading virtual coins in their names. These branded cryptocoins even have a “collectibles” component like merchandise purchased by fans.

The Attention Economy

Planning is key! The bigger the event, the longer the promotion cycle should be. As a rule of thumb, allow a minimum of two weeks for promotion leading up to your event.

Consider the following ideas to help with promotion before, during, and after your virtual event:

• Develop a promotional email campaign
• Create an event landing page
• Utilize social media and digital ads
• Share pre-recorded video teasers
• Create specific tools for your sales team to conduct outreach
• Pro Tip: Include a registration CTA for your next event at the end of your live event while you have a captive audience

Metrics Matter

Metrics help you get buy-in from management and help you understand your success! By focusing on key metrics, you ensure that you do not lose sight of your ultimate goal: gaining sales opportunities and making sure value is produced.

Pay close attention to the following when thinking about qualifying your success:

• Number of attendees
• Audience demographics
• Opportunities created
• New business generated
• Marketing qualified leads
• Return on event investment

Use Content Strategically to Extend the Life of Your Event

Promotion does not end when your event is over.

Keep the momentum generated from your event going by creating additional content marketing tools, such as a highlight video, blog post about key learnings, or an infographic covering the main topics discussed. Make these assets downloadable and be sure to send them to all event registrants and encourage them to share your content with their colleagues and industry peers. If you sent your attendees ‘swag bags’ – ask them to share a picture on their socials!

Embracing virtual events today will bonify your physical events when they return, and B2B companies are already investing in this style of hybrid event planning. Uniboard Canada Inc. a leading North American manufacturer of engineered wood products and decorative surfaces, recently hosted a live virtual event to launch their new color collection and press technology. Included was a multi-camera TV broadcast-quality production with live interaction between the virtual guests and speakers to ensure engagement and interactivity. Read how they did it here.

Learn More

Zenergy Communications is a full service, multilingual marketing and communications agency achieving success through innovative and integrated initiatives. We are passionate about brand storytelling through content and design, focusing on achieving awareness and bottom-line goals. Interested in learning more about Zenergy and how a virtual event can work for your business? Reach out at: info@zenergycom.com to connect.

Crafting a Winning Call to Action

Here are seven secrets to crafting a call to action (CTA) for marketing campaigns:

• Make an offer they can’t refuse. The more valuable your offer appears, the more irresistible it becomes. Use language that reduces risk and promotes value, like: “50% off”, “Buy one, get one”, “No credit card required”, “Free”.
• Tap into their fear of missing out. FOMO is a powerful motivator, so build anticipation, create scarcity, and suggest that time’s running out.
• Solve a problem. Use buyer personas to zero in on pain points and tell your prospects how your business solves them.
• Incite action. The first word of your CTA should be first-person and action-oriented. Examples include call, click, discover, download, find out, join, register, save, sign up, start, stream, subscribe, try, watch, etc.
• Keep it short and sweet. Direct is best – aim for three to five words that focus on what you want prospects to do such as call for a quote.
• Make it stand out. Make your CTA really pops and is easily legible so prospects don’t have to hunt for it.
• Test your CTA. A/B test your CTAs to a small segment of your target audience.

Nostalgia Marketing vs. Newness

With the pandemic dragging on, the desire for a return to normalcy will only grow stronger and this is why nostalgia marketing will continue to enjoy a renaissance throughout 2021. Here are some examples of recent comebacks:

• Wristwatch preferences, particularly among collectors, such as Swatches and Casio G-Shocks.
• Drive-in theaters.
• Baseball cards.
• Uber Eats reunited Wayne and Garth from “Wayne’s World”; the duo last hit movie theaters 28 years ago.

While nostalgia and cutting-edge technology may seem to be at odds, the fact is that new technology is making many of these nostalgic indulgences possible.

#FunFact | Some 71% of Americans said they began playing video games more after the pandemic began, with more than one in three turning to classic video games from their childhood. Source: The NPD Group

#FGF Story | National Geographic x NASA Team Up on Perseverance Rover AR Instagram Experience

Users can enjoy an immersive 360-degree view of Mars’ panorama and take a selfie with the robot. You can find this interactive (and the other AR filters) on Instagram:

• Open Instagram.
• Swipe left on the home page to open the Instagram camera.
• Swipe right on the filters to Browse Effects, on the far right.
• Search Mars AR.

What We’re Reading

• Pinterest Predicts 2021
• This Vancouver Company Provides Well-Designed Cat Furniture
• Tiktok Integrates with Shopify and Expands Ad Solutions in Canada
• P&G’s Old Spice to Open First Barbershop, Doubling as Content Studio
• This Virtual Pop-Up Shop Is All About SNACKS

What are you reading? Let us know at info@zenergycom.com..

Creating Online Communities

Research from Facebook and New York University’s The Governance Lab has revealed that 46.1% of Americans say that the most important group they belong to operates online as compared to 30.1% who selected in-person as a response. This research supports the rising popularity of digital communities, such as Facebook Groups and other online forums.

The researchers were able to establish four key elements in the growth and resonance of online groups.

• Digital technology enables groups to form at unprecedented scale and speed
• Online groups enable marginalized people to build community
• Online and offline spaces complement each other
• The COVID-19 pandemic has put many online groups at center stage

Download the full report here.

#FunFact | Facebook groups are used by over 1.8 billion people every month, with more than half of all the people using Facebook now members of five or more groups. Source: The Governance Lab

Feature Spaces

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:

TORONTO, ON | Located just outside Downtown Toronto, a mall with multiple space opportunities in varying sizes and features available for daily, weekly, and monthly pop-ups. Looking for brands in these sectors: Stationery & Card Store, Books/Gifts, Socks/Shoes, Tech, Entertainment, Clothing & Apparel.

CALGARY, AB | Located near downtown Calgary, a mall with stores, outlets and restaurants has multiple spaces that can be adapted to your pop-up needs. Looking for brands in these sectors: Shoes, Women’s Fashion, Tech Devices, Entertainment, Pet focused, Books.

VANCOUVER, BC | Benefit from a one-of-a-kind pop-up experience at a centrally located mall. Looking for brands in these sectors: Women’s Fashion, Entertainment. Sports, Shoes, Car Accessories, Electronics, Indian/Indo-Canadian Food.

Are you a brand interested in popping-up in one of these spaces? Contact us at info@popupgo.com.

#TrendAlert | Pinterest Predicts

Pinterest has released its 2021 Trend Report, Pinterest Predicts, and it boasts that this year will be a rebirth, not a reset. Some insights from the report site adding elegance to athleisure in order to become Athflow and incorporating a minimalist aesthetic to transition into a new market category coined Skinimalism. Pinterest claims that Pinners are ready for a renaissance, so expect the regular to be reinvented.

you a brand or creator that wants to take advantage of these trends to host a digital or physical pop-up? Contact us at info@popupgo.com.

Brands Looking for Spaces

A luxury smoking accessories brand is looking for ground level, storefront pop-up spaces in Montreal, Toronto, New York City and LA. Space size and timing are flexible.

• A food and beverage brand is looking for a 1,000+ sq. ft. space in Griffintown area of Montreal for a one-month pop-up.
• A specialized phone accessories brand is looking for a 100 sq. ft. space with WIFI in Kelowna, BC for a few weeks in March.
• A sustainable fashion brand is searching for a 500-1,000 sq. ft. space in San Francisco’s Mission District.
• A golf simulator brand is looking for a 1,000-3,000 sq. ft. space with an 11’+ ceiling height in the Greater Toronto Area.
• A home décor brand is searching for a 1,000 sq. ft. space from April to July in downtown Oakville, Ontario.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with one of these exciting pop-up activations! Contact us at info@popupgo.com.

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.

Interested in being one of the first brands on projeX? Apply now!

Pop-Ups in Action

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

• Sainsbury’s Set to Open Fourth ‘Neighbourhood Hub’ Pop-Up Store
• Abe’s Vegan Muffins Launches Online Pop-Up Shop
• Photography Pop-Up Shop in Nashville Offers Unique Experience
• Harrisburg, PA Pop Up Shop Supports Black Owned Businesses
• Nax Architects in Shanghai Designed a Pop-Up Store as a Time Tunnel

#TrendAlert | 2020’s “Most Loved Brands”

According to Engagement Labs’ TotalSocial Brand Awards, Trader Joe’s is the “most loved brand” offline while Walmart’s Great Value takes the same title for popularity in social media conversations. The research shows the pandemic shifted conversation toward household cleaning, personal and beauty care, and video games.

“The way to get started is to quit talking and begin doing.”– Walt Disney

Brand Marketers Plan to Stick to Trust-Building Strategies

Brand trustworthiness became a big theme in 2020 with the pandemic and widespread social unrest leading consumers to grapple with uncertainty. Marketing platform, Iterable, surveyed 500 B2C marketers in the US and UK and the results indicated that strategies forged in 2020 will remain relevant into this year as COVID-19 continues to place a significant strain on society and the economy.

Key findings include:

• 87% of respondents (brand marketers) reported their brands needed to pivot to build trust more effectively.
• 25% identified a shift to more crisis-driven communications, 24% cited a greater spotlight put on empathetic marketing, while 23% said their outreach became more sales-driven.
• Most respondents (91%) plan to stay focused on the trust-building strategies they developed in 2020 as the pandemic and wider social unrest reshaped thinking on key aspects of marketing.
• Almost half (47%) of brands issued statements about racial inequality in 2020, making this issue more common than public health (40%), gender inequality (34%), LGBT pride (32%) and climate change (29%).

FGF Reader Results | Valentine’s Day Spending

The results are in from our survey asking: “How will you celebrate Valentine’s Day?” and responses are split nearly equally across all options:

• Special dinner or celebration at home: 25.9%
• Evening out: 24.8%
• I’m not celebrating this year: 24.8%
• Gift of candy, flowers, jewelry, or other: 24.4%

The Power of Quizzes

Quizzes can shake up your marketing mix and engage your customers throughout their journey. Quizzes can:

• Generate leads and grow your email list. Consider offering giveaways to drive responses.
• Aid in qualifying leads and improving segmentation.
• Help recommend products based on people’s responses.
• Serve as a personal shopping assistant suggesting products based on responses.

#FunFact | 88% of marketers say interactive content, like quizzes, differentiates their companies from competitors. Source: Content Marketing Institute

#FGF Story | ClassPass Launches a Map of Clinics offering COVID-19 Vaccines

Best known for helping people find exercise programs, ClassPass will now also help residents of Boston, Chicago, and New York figure out where to get vaccinated. The New York company that’s best known for connecting subscribers with fitness classes near them is now using its technology to aggregate information about where the vaccine is being offered. The information is available through the ClassPass smartphone app and its website, with details about vaccination sites visible on an interactive map.

What We’re Reading

• 5 New Books About Making the World a Better Place
• How Does A Company Selling Chai To Coffeeshops Pivot In A Pandemic?
• Amazon Alexa’s Michael B. Jordan Spot Was Tops on YouTube AdBlitz
• The designer behind one of the iPad’s biggest apps is calling for an end to minimalism
• How Independent Fashion Brands Are Navigating the Crisis

What are you reading? Let us know at info@zenergycom.com..

LinkedIn Generates 80% of B2B Leads from Social Media

LinkedIn is a strong social network for B2B advertisers. Created for business networking, it can perform incredibly well for B2B lead generation. LinkedIn generates 80% of B2B leads from social media, making it hard to beat for brand recognition, conversions, and bottom-line sales effect. LinkedIn has transitioned from being “just” a recruitment platform to being a professional network where people educate and inform themselves and learn about other companies in their industry.

help with your B2B social media strategy? Contact us at info@zenergycom.com.

“If you are not embarrassed by the first version of your product, you’ve launched too late.” — Reid Hoffman, co-founder of LinkedIn

#ClientNews

Working with Hettich Canada, Zenergy’s content development, creative design, digital and video production teams are rolling out a bilingual promotional campaign for their AvanTech YOU drawer system. The campaign is focused on garnering awareness about the benefits and immediate availability of their latest drawer system technology. Focusing on digital outreach, the campaign includes content development and creative design of social media and direct marketing initiatives, sales sheets, videos, as well as a dedicated microsite.

2020 Retail Challenges will be Big 2021 Opportunities

The 2020 Verint Experience Index: Retail findings urged organizations to confront three big issues: rising CX expectations, embracing digital self-serve, and expanding fulfillment options.

Consider a few highlights from this year’s new report:

• Digital is growing, but the journey is still omnichannel—even in a pandemic: 46% of customers who made a purchase in 2020 started in a store.
• Curbside pick-up, a relatively new option developed a year ago, beat out BOPIS for the second-most popular fulfillment option behind delivery.
• 76% of customers who called a retail contact center tried and failed to complete their task digitally first. By converting just one-quarter of those to digital self-serve, retailers could save up to $1.7 million per one million calls.

Need help ensuring that you’re providing the best CX? Contact us at info@popupgo.com.

Mall Owners Get Creative

Malls and retail properties are seeking new life as gyms, micro-apartments, medical centers, offices, pop-up marketplaces and more. In January 2021, Epic Games, maker of the Fortnite video game franchise, announced that it is acquiring a 980,000-square-foot mall in Cary, North Carolina, which it will refashion as its new headquarters by 2024. In Louisville, Kentucky, a vacant Sears will become a Topgolf complex. On the site of yet another old Sears in Lynwood, Washington, there are plans to build hundreds of apartments. Creighton University is constructing a massive health sciences campus on the bones of a shopping mall in Phoenix. The Northgate Mall in Seattle will house an NHL training center. We’re excited to see the creative use of space as restrictions are lifted.

Do you have a space that needs a new life? Contact us at info@popupgo.com.

Brands Looking for Spaces

A luxury smoking accessories brand is looking for ground level, storefront pop-up spaces in Montreal, Toronto, New York City and LA. Space size and timing are flexible.

• A food and beverage brand is looking for a 1,000+ sq. ft. space in Griffintown area of Montreal for a one-month pop-up.
• A specialized phone accessory brand is looking for a 100 sq. ft. space with WIFI in Kelowna, BC for a few weeks in March.
• A sustainable fashion brand is searching for a 500-1,000 sq. ft. space in San Francisco’s Mission District.
• A golf simulator brand is looking for a 1,000-3,000 sq. ft. space with an 11’+ ceiling height in the Greater Toronto Area.
• A home décor brand is searching for a 1,000 sq. ft. space from April to July in downtown Oakville, Ontario.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with one of these exciting pop-up activations! Contact us at info@popupgo.com.

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.

Interested in being one of the first brands on projeX? Apply now!

Pop-Ups in Action

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

• ‘Schitt’s Creek’ Pop-Up Shop Opens on Chicago’s North Side.
• Village Candy Opens Fundraising Pop-Up Shop for the Tull Family Theater in Pennsylvania.
• Plant Lovers Pop for the Vegan Pop-Ups in Las Vegas
• Director Kevin Smith Opening Mooby’s Pop-Up Restaurant in Vancouver
• Nordstrom Launches a New Pop-Up Devoted to Black-Owned Brands
• A New Soup Shop Pop-In from Top NYC Restaurants Launches in Brooklyn

Frictionless Retail

Canadian convenience store giant, Alimentation Couche-Tard, has partnered with McGill University for an innovation lab, describing it as a live testing ground for innovative and frictionless technologies that address the retail sector’s challenges of the future. This is one of the first times this concept has been tested in Canada. The lab emulates a regular Couche-Tard store on the McGill campus but within that store, customers use an app to unlock the entryway to the “Connecté” section, allowing customers to pick up items that are paid for automatically wihtin the app. The products are recognized using computer vision and image recognition, with the cameras also tracking foot traffic and inventory.

#FunFact | There are 1,187,049 mountains in the world!

2021 Content Trends Report

TikTok published its 2021 content trends report and it highlights a range of key areas that experienced significant growth in audience interest on their platform in 2020. Although these insights are specific to TikTok, this trend is consistent on all social media platforms.

Top subjects in North America included:

• Home & Garden
• Camping
• Video Games
• Cooking

Download the full report or the data from 18 other countries.

Foot Locker’s Pivot

Foot Locker countered coronavirus lockdowns and an overall decrease in consumer activity in 2020 by shifting its marketing focus to digital activations, partnering with youth culture designers and charities. Additionally, Foot Locker tweaked their messaging away from product and price to storytelling.

Some takeaways from their approach that may benefit your company. Ensure to have a:

• presence in growing categories
• developed DTC model (when applicable)
• direct connection with customers
• purpose-driven store footprint (when applicable)
• legitimate sustainability strategy
• agile supply chains
• flexible planning and budgeting processes

Valentine’s Day Spending is Estimated to Total $21.8B in the US

“There remains a special significance around Valentine’s Day, and consumers are committed to celebrating friends and loved ones, even if that means having to alter those traditional holiday celebrations.”

– NRF President and CEO Matthew Shay

#FGFStory | A Billion Years of Earth Plate Tectonics Movement in 40 Seconds.

An international team of geoscientists created a model of tectonics that lets you witness the radical changes in how our planet looked over an eon of time. Continents shift. Oceans reshape. The world is almost unrecognizable until we move closer to modern times. Antarctica was “once quite a nice holiday destination.” Check it out here!

What We’re Reading

• IPOs Hit a 2-Decade High in 2020
• Twitter and Facebook are Going to Ruin Newsletters, Aren’t They?
• Got an Important Zoom Meeting? We’ve Got Six Tips For Dressing Up Your Background, From an Interior Designer
• Small-Format Stores Are Changing Retail — But Are They Still Viable?
• Mama Earth Organics promotes a ‘Big Box Detox’
• Own the Virtual Room in your Next Presentation
• Simon Property Group Expects Suburban Boom to Fuel Growth
• Loop Brings Zero-Waste Shopping Platform to Canada
• How Communication Tools Can Fuel Burnout — And What to do About it
• Shopping Center News: Pop Up Power

What are you reading? Let us know at info@zenergycom.com..

Speed and Convenience are King

When it comes to websites, speed and convenience are king. Consumers don’t hesitate to cut ties with businesses that lose their attention, don’t reply in a timely manner, or provide a negative customer experience.

• 40% of consumers will not return to your website if their experience is negative.
• 80% say convenience is one of the most important elements of a positive experience.
• 90% of consumers prefer to engage with a business through texting or another messaging app.

Need help with your digital communications strategy? Contact us at info@zenergycom.com.

#FunFact

More than three-quarters of marketers report the effectiveness of their email marketing efforts to either be improving or holding steady. Source: The 2020 State of Email benchmark survey, Validity.com

Email Marketing in 2021

Email marketing remains a crucial channel for many organizations as an accessible and effective tool for communicating with existing customers, new prospects, and as a brand awareness driver. It requires constant vigilance, maintenance, and clear objectives to deliver strong results. A strategic approach is paramount in order to get the most out of your email marketing.
Here are a few recommendations:

• Monitor your inbox placement rate and focus on strategies that will help improve this metric.
• Apply strategies that capitalize on subscriber preferences and competitive intel to help you achieve higher open rates.
• Optimize your email content and construct messages to generate as many clicks or conversions as possible.

Need help with your email marketing strategy and content? Contact us at info@zenergycom.com.

Brands Looking for Spaces

• A specialized phone accessory brand is looking for a 100 sq. ft. space with wifi in Kelowna, BC for a few weeks in March.
• A golf simulator brand is looking for a 1,000-3,000 sq. ft. space with an 11’+ ceiling height. in the Greater Toronto Area.
• A home décor brand is searching for a 1,000 sq. ft. space from April to July in downtown Oakville, Ontario.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with one of these exciting pop-up activations! Contact us at info@zenergycom.com.

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.

Interested in being one of the first brands on projeX? Apply now!

Pop-Ups in Action

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

• Live music returns to New York through storefront pop-ups.
• Chicago Makers Pop Up Shop provides a home to over 30 local small businesses.
• Ontario barber hosted a pop-up shop at the Peterborough Police Service’s HQ to provide officers with haircuts during the lockdowns.
• Small businesses can apply to expand into a pop-up shop in Edmond, OK through a program created by the Citizens Bank of Edmond and Independent Shopkeepers Association.
• Bloomberry Designs is hosting a pop-in flower bar at Kendra Scott in The Boardwalk at Towne Lake shopping destination in Cypress, TX.

#TrendAlert | The Second-Hand Apparel Market is Booming!

The second-hand apparel market was valued at about $28 billion in 2019 and is forecast to reach $64 billion within five years, according to a report by ThredUp and GlobalData Retail. The report further stated that the resale market grew 25 times faster than the overall retail market last year, with an estimated 64 million people buying second-hand products in 2019.

Want to take advantage of this trend? Contact us at info@popupgo.com.

“The best and most beautiful things in this world cannot be seen or even heard but must be felt with the heart.” – Helen Keller

Connected TV is Elevated TV Advertising

Connected TV (CTV) is the internet connected platform or service through which many people now watch TV. It encompasses watching videos on apps, on smart TVs, or on apps via over-the-top boxes that connect to TVs. Here are key facts:

• Viewership has increased substantially in the last few years (now in over 70% of households) and will continue to grow as platforms and content continues to proliferate.
• Ads take over the entire viewing screen and have over 90% video completion rates because closing them results in leaving the TV program.
• Viewers are seeking long-form video content on non-traditional platforms, but still want the big screen TV experience.
• Ads are non-clickable but there are ways of measuring effectiveness.
• CTV delivers quality TV through the internet and not cable.

Setting Your Company Up for Success in 2021

After nearly a year of constant adjustments, here’s what to focus on moving forward:

• Drop improvising and start experimenting to determine what works and what to scrap.
• Improved customer experience.
• Build new partnerships that allow you to bring your capabilities to a wider market.

#FunFact

Cisco estimates that by 2022 a staggering 82% of all created content will be video. The average U.S. consumer now pays for four different streaming video subscriptions and 23% have added at least one new paid service since Spring 2020. Source: Cisco

#FGFStory | Whole Foods Launches “Gourmet Date for Good”

Whole Foods is using food retail to set a romantic and virtual mood for Valentine’s Day with the launch of “Gourmet Date for Good”. The event includes a series of three virtual live cook-along events to celebrate Valentine’s Day weekend at home. Tickets are available by making a donation through Eventbrite to the Independent Restaurant Coalition, a US-based grassroots organization formed by chefs and independent restaurant owners that advocates for the 500,000 local restaurants and bars affected by COVID-19.

What We’re Reading

• Will US Brands See a Period of “Revenge Spending?”
• 2021 Fintech Predictions
• Regenerative Viticulture: Trendy Buzz Word or Revolutionary Farming Philosophy?
• Do malls have any business getting into retail?
• Pet-Focused Retailers in Canada See Sales Gains During Pandemic Amid Work-from-Home
• How to Create New Revenue Streams for Your Small Business
• 9 CEOs Share Their Best Tips for Successful Remote Work

The Unexpected Influencers

Beauty, fashion, and travel are all industries that dominate influencer marketing. However, these aren’t the only brands that can benefit from influencer marketing. Brands are partnering with niche influencers to tap into highly engaged communities and are consequently benefiting from strong social proof. Don’t underestimate the power that a specialized influencer can bring to your marketing strategy.

Diet-focused Influencers

With more than 60% of Americans restricting at least one nutritional component from their diet, this audience is huge. Influencers developing content surrounding topics on gluten/allergy-free products, meal prep, and nutritional counsel have a followership that is extremely loyal.

“Cleanfluencers”

A new category of influencers has taken the internet by storm with videos of them tidying up their homes in videos that, in some cases, have reached millions of views.

Looking to partner with an influencer? Contact us at info@zenergycom.com.

Reddit Gains Traction Among Brands

Reddit is becoming a testing ground for digital advertisers, however it is essential that thoughtful targeting, strategic creative, and the right tone is used to engage with the platform’s opinionated users. Direct-to-consumer bidet company Tushy integrated the platform into its marketing after a test ad saw a 4.5 times return on ad spend.

Need help with your social strategy? Contact us at info@zenergycom.com.

Eight DTC Trends to Watch in 2021

While the broader industry outlook remains uncertain, one thing is clear: digitally native brands will continue to adapt and evolve. Here are eight trends that Retail Dive is watching in the DTC space.

• More traditional retailers enter the DTC arena.
• Digitally native brands see the value in physical retail.
• DTC brands extend their category reach.
• Tech-savvy consumers will be drawn to DTC brands.
• Securing funding could be easier, at least for some.
• Exit strategies get more complex.
• Leadership turns to retail vets as founders step back.
• Brands will continue to struggle with profitability.

Italian Alps Pop-Up Restaurant in NYC

One of the restaurants located in an NYC Eataly has launched a pop-up called Baita in Manhattan’s Flatiron district offering diners a socially distanced, climate-controlled restaurant experience using solar-powered Privé pods, styled like a classic Italian ski resort.

PROJEX® by pop-up go

While pop-up go is dedicated to executing brick-and-mortar activations successfully, our team has developed a complete digital program called projeX® to assist brands in creating online experiences with the same goals in mind. Interested in being one of the first brands on projeX? Contact us at info@popupgo.com.

Looking to pop-up? Let us help you find the perfect space! Contact us at info@popupgo.com.

Brands Looking for Spaces

• A golf simulator brand is looking for a 1,000-3,000 sq. ft. space with a 11’+ ceiling height in the Greater Toronto Area from November 2021 to April 2022.
• A home décor brand is searching for a 1,000 sq. ft. space from April to July 2021 in downtown Oakville, Ontario.
• A successful pop-up restaurant brand is looking for a +/- 500 sq. ft. space for a single-day activation in Maryland, Bethesda, preferably on Bethesda Ave.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with this exciting pop-up activation! If you’re a match contact us at info@popupgo.com.

Pop-Ups in Action

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

• The Brooklyn Brewing Company is hosting pop up event at Seneca One Tower.
• Bloomingdale’s Shop for Good initiative involves a series of pop-up shops.
• The Vertical Theater Group launches a pop-up theater concept to enjoy live music in the COVID-19 era.
• Barneys, the iconic Manhattan department store, is coming back to NYC this time in pop-in at Saks’ 5th Avenue location under the banner “Barneys at Saks”.

“The only place that success comes before work is in the dictionary.” – Vince Lombardi

Three Tips to Avoid WFH Burnout

How to leave work at the door when you don’t leave your home.

As millions of employees around the world have shifted to remote work, many are finding afternoons blending into evenings, and weekdays into weekends, leaving a sense of little time off. So, how can we “leave our work at the door” if we are no longer going out the door?

• Maintain physical and social boundaries by putting on work clothes, and assumin that you’ve commuted from home to work while in your home office.
• Establish boundaries on time usage and find a work-life balance that suits you best.
• Focus on prioritizing your most important work.

#FunFact | Zoom has more than 300 million daily meeting participants. (Zoom, December 2020)

Improve your Virtual Presentation Skills

When conducting a webinar as a virtual keynote speaker, talking into a camera with no one else around can be uncomfortable. Here are some quick tips to improve your presentation skills:

• Make sure the room you are presenting from has proper lighting, good audio, stable internet connection, and don’t forget to check ambient the noise.
• Look directly into the camera when speaking.
• Tell your story and share compelling facts, ask provocative questions, and relate to your audience through personal anecdotes.
• Support your presentation with images and slides that offer a feast for the eyes – use technology to keep your audience engaged.
• Choose solid-colored clothes that flatter your skin tone. Take Coco Chanel’s advice and keep accessories to a tasteful minimum
• Remember, practice makes perfect.

#ClientNews

The results are in and Zenergy delivered! Zenergy worked with Saniflo, a manufacturer of above-floor plumbing and pumps, on media relations in Canada targeting #B2B and #B2C and here are the results for 2020:

Reach of 41,915,144
136,278,292 Impressions
#mediarelations #exceedingexpectations

#FGFStory | First Grader’s Sales Pitch

A Facebook video of first grader Allie Shroyer making a Girl Scout cookie sales pitch through a doorbell camera has gone viral and the little girl has now sold 600 boxes online.

YouTube Launches Next Phase of Direct Shopping Options

YouTube has announced that it is testing a new way for people to easily discover and purchase products featured in videos. Contributing creators in this pilot project can add product tags to their videos. Viewers can then see a list of featured products by clicking the shopping bag icon. From there, viewers can then explore each product’s page to learn more and purchase. YouTube is currently piloting the program with a limited number of creators, with the new tags visible only in the US.

#FunFact | 30% of online buyers claim they would purchase directly from Pinterest, Facebook, Twitter, Instagram, or Snapchat. Source: Savemycent.com

Barbie Pivots to Become a Lockdown Favorite

With Mattel’s supply chain shut down, retail outlets forced to close and stay-at-home directions across the globe, the Barbie brand spotted an opportunity to carve out a deeper role in children’s day-to-day lives through digital means. Early in the COVID-19 crisis, Barbie invested in its already growing YouTube channels and online streams to ensure it was reaching the right audiences.

Barbie became a ‘vlogger’ on YouTube where she hosts everything from dance battles with Ken to makeup tutorials. She partnered with Netflix launching various animated adventure movies. Mattel created a playroom hub on their website and Barbie created lots of content around that to provide tips for parents as well as teachable moments and entertainment for little ones. Barbie’s gaming app, Dream House Adventures, based on its flagship dollhouse the app lets kids design and play in their own virtual space, surpassed 71 M downloads.

Four Major Trends in Digital Marketing

• Consumer behavior will change permanently post-pandemic.
• Businesses will be forced to embrace the digital transformation.
• Brands focusing on social, environmental and ethically responsibility will flourish.
• Influencer marketing will solidify its position as a key channel for consumer brands.

Need help with your digital strategy? Contact us at info@zenergycom.com.

Brick and Mortar is not Dying — It’s Evolving

2021 the year of agility!

Physical stores will continue to exist, but their purpose is shifting drastically. This change is being experienced both from a customer experience and an operational perspective. Here are some examples:

Dick’s Sporting Goods is launching its Public Lands store concept, with two locations opening this year. Public Lands will focus on outdoor adventure and living leveraging consumer trend towards outdoor activities such as camping, hiking, biking, kayaking, and fishing.

Lululemon has leverage its acquisition of Mirror to create shop-in-shops in 18 of its US stores to test and learn how to refine their in-store selling experience and evaluate the require physical transformation of its existing brick-and-mortar stores.

“Digital and omnichannel — particularly curbside pickup and other contactless services — grew to represent 50% or more of some retailers’ sales in 2020.”
— Farla Efros, President HRC Retail Advisory

#TrendAlert | Comfort First Footwear

Comfort has quickly become a top priority, especially when it comes to footwear. Complete your WFH wardrobe by switching those heels out for some slippers in 2021. Searches for the product category are up as for the following categories: slingback 410%, open toe 82%, boot 61%, and slippers 56%

Check out the Mr. Sunshine x Stubbs & Wootton slipper collaboration from Vince Guzzo aka Mr. Sunshine.

PROJEX® by pop-up go

While pop-up go is dedicated to executing brick-and-mortar activations successfully, our team has developed a complete digital program called projeX® to assist brands in creating online experiences with the same goals in mind. Interested in being one of the first brands on projeX? Contact us at info@popupgo.com.

Looking to pop-up? Let us help you find the perfect space! Contact us at info@popupgo.com.

Brands Looking for Spaces

• A home décor brand is searching for a 1,000 sq. ft. space from April to July in downtown Oakville, Ontario.
• A sustainable shoe manufacturer is looking for a 500-1,000 sq. ft. space in the Santa Monica, Abbot Kinney and Venice Beach (Main Street) areas for February and March.
• A successful pop-up restaurant brand is looking for a +/- 500 sq. ft. space for a single-day activation in Maryland, Bethesda, preferably on Bethesda Ave.
• A tween/teen fashion brand is looking for a 1,000 sq. ft. space in Maryland’s Bethesda area for a 5-day pop-up at the end of March.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.
• A local coffee roaster is looking for 800-1,000 sq. ft. space in Calgary for winter 2020/21.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with this exciting pop-up activation! If you’re a match contact us at info@popupgo.com.

Pop-Ups in Action

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

• An Alice in Wonderland pop-up bar opened in downtown Cincinnati.
• Pop-up sculpture exhibit delights visitors in a Montana community park.
• Atlanta’s Buttermilk Kitchen launches a biscuit and biscuit sandwich pop-up called Milkdrop.
• The Grand Hyatt in Vail, Colorado is hosting a monthly pop-up shop in support of local businesses.
• Mario’s Marvellous Movie Emporium, a hidden houseboat café in Yellowknife, offers pop-ins to local businesses.
• Several online ventures, small businesses and start-ups in Norwalk, CA pulled together to open a pop-up shop in the city’s town square.

“Each new day is a blank page in the diary of your life. The secret of success is in turning that diary into the best story you possibly can.” ― Douglas Pagels

Every Day Counts with your MARCOM Strategy

There are about 248 business days each year to create and execute MARCOM activities. Here are three ideas to achieve the greatest impact and help you elevate your strategic leadership acumen:

• De-emphasize the annual calendar. Deconstructing each strategic objective into digestible parts makes goals more manageable and helps establish the necessary activities for successful fulfilment.
• Compare plans with activity capacity. Leaders must combine their drive to achieve goals with a clear understanding of their organization’s capacity and then allocate accordingly.
• Daily gut checks. Effective leaders allocate discretionary time to activities that have the greatest impact and contribute the most to their bottom line.

Creativity in 2021 | According to Adobe Stock

Here’s the full report highlighting content across design, visual, motion, and audio trends. FGF takeaways are as follows:

• Compassionate Collective is a visual trend that expresses the desire to hold onto the foundational values we share and connect with strength and empathy.
• The Mood-Boosting Color visual trend expresses a feeling of joy and power that is strong and defiant while still retaining a sense of playfulness.
• Comfort Zone is the visual trend of people using their home as a hub: one for both family life and for work, hobbies, learning, and play.
• Breath of Fresh Air visually represents our need for immersion in nature and the outdoors to help create balance in our lives.

#FunFact
Hasbro reported a 20% growth in classic board games sales in Q3 2020 as compared to 2019 for the same period.
Source: Hasbro

#ClientNews | National Media Relations Campaign for Creatium Equipment

Zenergy is excited to announce that it will be handling all of Creatium Equipment’s media relations this spring with a Canada-wide outreach campaign. Creatium offers products and services specializing in flood prevention and ongoing water management. The company’s products serve to fill a gap for flood prevention and since volunteers cannot be solicited to help with traditional sandbagging due to social distancing requirements, the need for this service is greater than ever. Our PR team is busy putting together a bilingual campaign to educate construction firms, governments, and trade.

#FGF Story | Valentine’s Day Drive-In

White Castle has revamped their annual Valentine’s Day event as a drive-in carhop service. The “Slider Lover’s Point” event marks the 30th anniversary of Valentine’s Day celebrations for the company. This revamped activation is another example of how brands have responded to the pandemic with operational changes that maintain a sense of continuity for consumers.

Consumers Spent $100B+ Globally on Mobile Apps Last Year

2020 was a year of unprecedented change in consumer spending with U.S. consumers dishing out almost $130 million with Google Play and the Apple App Store leading the way internationally.

In addition to mobile shopping, 2020 was also an important year for TikTok, a significant platform for retailers and marketers. In October, the social media platform teamed up with Shopify to introduce shoppable video ads. TikTok’s expanding reach spurred Instagram to roll out Shopping in Reels.

50 years of UNO | UNO Launches Brand Refresh with Digital Integration

Mattel introduced its 50th-anniversary edition of the Uno card game, marking the occasion with a new logo and the tagline “Fifty Years of Being Wild”. The toymaker also revealed plans for the first Uno Championship Series tournament to be hosted throughout the year across digital platforms, including the Uno mobile app, as well as streams with fans and partners.

Need help with your digital strategy? Contact us at info@zenergycom.com.

Gucci, The North Face & ‘Pokémon Go!’ Pop-Up Shops

Luxury brand Gucci and outerwear giant The North Face have teamed up to create a new collection that was launched at more than 100 PokéStops worldwide. On January 4, hats, t-shirts and backpacks from the new collection were revealed to mobile app players of “Pokémon Go!”.

The pop-ups aim to give visitors the full glamping experience. Through their partnership with “Pokémon Go”, The North Face and Gucci are allowing shoppers to wear avatar items based on the hats, backpacks and t-shirts from the brands’ capsule. Exclusive in-game items will join merchandise from the original collection at the Gucci Pins locations as well as select Gucci stores.

In addition to the glamping-inspired décor, visitors can listen to nature sounds in 8D audio through QR codes, and each pop-up store acts as an official Gucci PokéStop. “Pokémon Go” players can access a trio of digitally wearable pieces for their avatars.

The concept can be found in Los Angeles, Brooklyn, San Francisco, Chicago, and Toronto.

TraffikFLO | Physical Distancing Traffic Management Platform

TraffikFLO, a Toronto-based company, has created a physical distancing traffic management solution to help retailers manage pedestrian traffic in their stores. A simple red light-green light sign is connected to an app enabling retailers to ensure capacity levels and clearly communicate when it is safe to enter.

Digital Transformation in Retail

From touchless payment to scanning a QR code to see a menu, the retail environment has changed a lot over the past year. To succeed in this new economy, businesses must create a unified strategy, across every channel, to develop and optimize compelling digital transformation experiences.
It is imperative that retailers digitally transform their business to make data-driven decisions including better demand forecasting, targeted markdowns and promotions, and precise ordering and fulfillment.

Projections for retail in 2021 include:

• Consumer focus on digital
• Contactless strategy
• The collapse of POS into user mobile devices
• Automation
• Modernization of IT infrastructure

“The future of retail requires enhancing overall operational efficiencies and leveraging data-driven insights to deliver omnichannel consumer experiences.”
– Keith Hontz, CEO and President, Savantis

#TrendAlert | Flared Leggings

Yoga pants are back, and the loungewear staple has re-emerged with a controversial new alias—flared leggings!

• There are 20K average weekly internet searches for flared leggings.
• Over the last 3 months, internet searches were +307% as compared to last year and are growing at an accelerated rate.
• Flared leggings have a strong engagement rating – social posts were +1,400% over last year.

Check out more trends at Trendalytics’ 2021 predictions.

PROJEX® by pop-up go

While pop-up go is dedicated to executing brick-and-mortar activations successfully, our team has developed a complete digital program called projeX® to assist brands in creating online experiences with the same goals in mind. Interested in being one of the first brands on projeX? Contact us at info@popupgo.com.

Looking to pop-up? Let us help you find the perfect space! Contact us at info@popupgo.com. Brands Looking for Spaces

• A successful pop-up restaurant brand is looking for a +/- 500 sq. ft. space for a single-day activation in Maryland, Bethesda, preferably on Bethesda Ave.
• A sustainable shoe manufacturer is looking for 500-1,000 sq. ft. space in the Santa Monica, Abbot Kinney and Venice Beach areas for February and March.
• A tween/teen fashion brand is looking for a 1,000 sq. ft. space in the Maryland’s Bethesda area for a 5-day pop-up at the end of March.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.
• A local coffee roaster is looking for 800-1,000 sq. ft. space in Calgary for winter 2020/21.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with this exciting pop-up activation! If you’re a match contact us at info@popupgo.com.

Pop-Ups in Action

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

• Chilte Tacos, the brainchild of former NFL player turned chef, Lawrence Smith and his marketing team, has branched out to hosting a series of pop-ups across Phoenix, AZ.
• Wisconsin’s Urban Ecology Center launched Pop-Up Excursions for last-minute outdoor adventures.
• The Clarendon Pop-Up Club launched with roped-off couches and rotating themes in Virginia.
• Rockford City Market will be hosting a Valentine Small Business Pop-Up Shop.
• Louis Vuitton Homme has launched a pop-up shop in Paris selling old (and new) stock.
• Fairweather Brewing has announced the launch of a new pop-up shop operating out of a wine bar’s takeaway window in Toronto.

“One kind word can warm three winter months. “
– Japanese Proverb

Key strategies for how B2B manufacturers can create virtual events that increase awareness and deliver results.

One of the primary challenges that B2B manufacturers are facing in the COVID-19 era is connecting and communicating with customers and prospects. In pre-COVID time, in-person tradeshows served to launch new products, solicit partnerships, connect with buyers, and create awareness with prospects. Now what? Today, given the postponement or cancelation of most tradeshows, virtual
events and digital outreach initiatives are the best options available.

Event professionals have been replacing budgets earmarked for physical events with virtual ones to adhere to social distancing requirements, but the purpose of these virtual events remain the same as physical ones – customer relations, education, and retention with the top goal to generate a pipeline of leads.

In 2020, the number of organizations planning a virtual event doubled. (Source: Wild Apricot)

Read on to discover key strategies and best practice recommendations on converting seminars, conferences, and tradeshows into compelling virtual events.

Driving Attendance

Take the time to solicit your audience to participate in your virtual event and set aside a minimum of six weeks to planning and promote it. The average cost per virtual attendee is $500-$1,000 (Markletic, May 2020) so you want quality attendees and to optimize your budget for best results, identify where your target audience is and reach out to them accordingly. Consider using eblasts, social media, direct outreach from sales representatives, programmatic advertising, and business partner implication to drive attendance. Furthermore, C-Level attendees are more inclined to attend based on relationships with your team, which reinforces the importance of sufficient lead time to drive attendance. Your priority is to drive qualified registrations and make sure that people show up to your events!

#ProTip: Send registrants event invitations that automatically go into their calendar.

Audience Engagement

Audience engagement is the number one challenge during virtual events. Your audience is probably spending most of their day behind a computer screen and ‘Zoom fatigue’ is a real thing. It is becoming increasingly challenging to motivate audiences so your presentation must be more engaging than simply flipping through a slide show. An important benefit of B2B in-person events is the ability to network while conveying information and sharing knowledge. These types of experiences need to be redefined for your virtual event. Some ways of doing this include:

• Engaging with your audience prior to the event to create content that is most relevant – ask opinions of what invitees want to get out of the event, hot topics they want covered, etc.
• Integrating live polling during an event to increase engagement.
• Sending virtual bags to participants before the event with items that will be used during the event. This has proven to reduce no-shows.
• Contesting (various types) to ensure that the audience attends, is engaged, and stays present throughout your event. No matter the tactic, the goals are to increase audience engagement, maximize learnings, promote networking, grow brand awareness, and increase audience satisfaction.

80% of people join virtual events for educational purposes. The next biggest reason is networking. (Markletic, 2020)

Perfection in Planning

Content

Prepare your content first! The promotional period for your virtual event should begin only when your content is ready. What type of content works best? Consider the following:

• Promotional emails (pre- and post-event)
• Landing pages
• Advertising (traditional, programmatic, etc.)
• Social media
• Video pre-recorded
• Gifting/contesting
• Event theme
• Discussion points and scripting
• Live event pacing and shot list
• Media relations plan
• Sales kits and outreach

When your content is complete, and you have management buy-in, then schedule your event and begin promoting.

49% of B2B marketers will host more than 20 virtual events in 2021. (Markletic, 2020)

Tech

The technology used to host your event can be determined by defining your goals, event pacing and associated technical requirements, as well as establishing the data that you want to collect from the event. For smaller live events, the use of standard videoconferencing software such as Zoom or MS Teams works perfectly well and pre-recorded ones, consider video distribution sites like YouTube or Vimeo. When it comes to larger virtual events, there is a plethora of options and selecting the platform for execution will be dependent on your event goals.

Metrics

Whether for a tradeshow booth, sponsorship, or a virtual event, companies must not lose sight of their ultimate goals: generating sales opportunities and ensuring that they derive the most value out of these initiatives. Establish your metrics for success early and get buy-in from management:

• Number of attendees (registrations versus targets)
• Audience demographics
• Opportunities created
• New business generated
• Marketing Qualified Leads (MQL) created (a lead generated from marketing efforts)
• Return on event investment

In the end, the main goal of B2B events is to generate revenue and virtual events enable companies to interact with attendees remotely at scale, create novel digital experiences to engage buyers, and accelerate the digitalization of physical experiences post-pandemic.

Post-Event Performance

As important as your pre-event preparation is, your post-event strategy and it is imperative to generate pipeline performance including marketing and sales follow up. This can be as simple as using email marketing to schedule one-on-one sessions with your sales team, sending out additional product information, or encouraging people to register for future or satellite events.

Once a virtual event is completed, ensure that you repurpose this content for additional marketing purposes:

• Edit the presentation into capsules and make powerful videos that can be shared on social media
• Use content developed for the event to post blogs
• Design infographics to share knowledge in different formats
• Write articles and share with the industry

Embracing virtual events today will bonify your physical events when they return, and B2B companies are already investing in this style of hybrid event planning. The Canadian Institute of Plumbing and Heating (CIPH) moved online with CIPHEX Virtual, a month-long event that included virtual exhibits featuring manufacturers, 22 training sessions (webinars), online networking, and discussion boards.

CIPH Chair of the Board, Gail Kaufman (Vice-President, Marketing & eBusiness, for Wolseley Canada) stated that “CIPHEX Virtual provided valuable insights that will enhance physical trade shows when we return to them.” International furniture fixture manufacturer, Hettich, recently announced the launch of its Canadian HettichXperienceDays, an all-inclusive program enabling for physical and virtual formats on a dynamic event platform. Hettich boasts that this hybrid format will give them the ability to “engage in intensive dialogue with customers and partners from all regional markets and to inspire them with our solutions – whether ‘offline’ on location, or online.”

Studies suggest that over 90% of CEOs believe the events channel is an effective way to create brand awareness, deepen relationships, and accelerate opportunities. (ZiffDavisB2B)

Case Study

Uniboard Canada Inc., a leading North American manufacturer of engineered wood products and decorative surfaces, recently hosted a live virtual event to launch their new color collection and press technology. The fully branded campaign included a dedicated microsite, eblasts, pre-recorded video segments, marketing materials, and more. The live event included a multi-camera TV broadcast quality production with live interactions between the virtual guests and speakers to ensure engagement and interactivity.

Conclusion

This year has been extremely difficult for companies that rely on in-person events. With many cancelled or postponed, the need to innovate to meet sales objectives and stay top-of-mind with customers is of utmost importance. Virtual events offer an avenue to do just that.

Quick tips overview:

• Start preparing early
• Create a virtual event marketing plan with defined metrics
• Develop content from the get-go
• Include all stakeholders
• Establish technical requirements for pre-, during, and post-event
• Define a follow-up plan
• Repurpose content to extend the event’s impact

Learn more

Zenergy Communications is a full service, multilingual marketing and communications agency achieving success through innovative and integrated initiatives. We are passionate about brand storytelling through content and design with a focus on achieving awareness and bottom-line goals.

Interested in learning more about Zenergy and how virtual events can work for your business? Contact us at info@zenergycom.com.

Written by SARAH R. HOODSPITH for © Zenergy Communications (North America) Inc.

#CreativeDesign

Cadbury Dairy Milk Refreshes its Design

Cadbury Dairy Milk is putting cocoa at the forefront of its first major design overhaul in 50 years, highlighting its longstanding commitment to sustainability. The new design emphasizes the “Cocoa Life” program, a verification process to ensure that cocoa used by third parties is sustainable. With consumers increasingly looking for authentic and quality offerings, the design refreshes are intended to convey warmth and reinforce the uniquely distinct Cadbury Dairy Milk branding and product story.

#ClientNews

Savantis’s New Product and Logo

Savantis, a leader in deployments of SAP® solutions and IT staffing, launched its Intelligent Entertainment Suite (IES) in Q42020. Zenergy’s creative team conceptualized, designed, and developed the new logo and supporting collateral for this world first product.

Virtual Events – Best Practices for B2B

One of the primary challenges that B2B manufacturers are facing in the COVID-19 era is connecting and communicating with customers and prospects. In pre-COVID time, in-person tradeshows served to launch new products, solicit partnerships, connect with buyers, and create awareness with prospects. Now what? Today, given the postponement or cancelation of most tradeshows, virtual events and digital outreach initiatives are the best options available.

Download our white paper to discover key strategies and best practice recommendations on converting seminars, conferences, and tradeshows into compelling virtual events.

#FGF Story | Everyone is Baking Bread, Even a Lizard!

Lenny, a one-year-old central bearded dragon, can be seen with tiny pots of soup, miniature biscuits, and dinky cheeses in his debut book “Chef Lenny: Cooking for Humans.” Check out Lenny’s Instagram.

Facebook Advertising Tips

Maximize your Facebook ad budget this year following these tips:

• Model promotions to resemble news feed posts
• Craft messaging that matches your target audiences’ usual text tone
• Use short videos (no longer than 20-30 seconds) with high value content
• Use authentic, casual imagery
• Experiment with promotional copy length using A/B testing (short and snappy vs. two sentences vs. a paragraph)

Need help with your digital strategy? Contact us at info@zenergycom.com.

Eight Reasons Why Your Website Has a High Bounce Rate

Here are common causes for high bounce rates:

• Slow loading
• Misleading descriptions
• Low-quality content
• Error 404
• Bad link from another site
• Not being mobile-friendly
• Forms that aren’t “short and sweet”
• No CTA

Retailers Continue to Invest in Bricks-and-Mortar for Cohesion with their Ecommerce Platform

Here are some of examples:

• New Concepts + Flagships: Several brands opened new flagships in 2020 – UGG and On, the Swiss running shoe brand, both opened new stores in NYC while Foot Locker is expanding its community-based “power store” concept with two new Canadian locations.
• US Expansion From Food to Banking: German grocers Aldi and Lidl are entering the US with aggressive expansion plans while Starbucks plans 850 new openings in 2021 and Bank of America is set to open 500 locations through 2022.
• Personalization + Omnichannel: Increased personalization of loyalty and rewards programs and enhanced omnichannel capabilities are just a few of the plans that retailers are focusing on for 2021. To support digital sales, stores are fulfilling ship-from-store and BOPIS.
• Pop-in Partnerships: Partnership agreements for in-store and online collabs are increasing. Recent announcements include “Ulta Beauty at Target” and “Sephora at Kohl’s” pop-ins both set to scale to hundreds of stores within the next three year.

#LastChance | Real Estate in the New World

Free webinar from leading industry experts, January 14, 2021 @ 12 PM ET / 9 AM PT

The Montreal chapter of the Canadian Italian Business Professional Associations (CIBPA) is hosting a free webinar entitled Real Estate in the New World. Don’t miss this great opportunity to hear from leading real estate professionals who will provide insights into the current state and future outlook of the industry, spanning from office to retail. Moderated by Angela Civitella, CEO & Founder, Intinde and Vice-President, CIVDEV, learn from the experience and expertise from leading real estate professionals, including:

• Joseph Broccolini, Executive Vice President, Broccolini
• Sam Scalia, President of Samcon
• Sal Guerrera, President of Sajo
• Luciano D’Iorio, Managing Director, Cushman & Wakefield

Interested in attending? Please contact us to register (mandatory) for free!

Three Tips to Win Over Millennials and Gen Zers at Checkout

With Millennials (24-40 year olds) and Gen Zers (18-23 year olds) shopping expectations and influence on the rise, it’s important to appeal to their interests. Here are three tips to win over these customer segments:

• Power up the personalization – Options that allow customers to manage their purchases in a way that works best for them ensures that their experience feels more authentic.
• Empower them – According to The Center for Generational Kinetics, 75% of Gen Zers are more likely to buy a product if they can customize it.
• Offer financial flexibility – Netfluential found that 42% of merchants said that buy now, pay later financing options help reduce shopping-cart abandonment.

PROJEX® by pop-up go

While pop-up go is dedicated to executing brick-and-mortar activations successfully, our team has developed a complete digital program called projeX® to assist brands in creating online experiences with the same goals in mind. Interested in being one of the first brands on projeX? Contact us at info@popupgo.com.

Looking to pop-up? Let us help you find the perfect space!

Contact us at info@popupgo.com.

Brands Looking for Spaces

A sustainable shoe manufacturer is looking for 500-1,000 sq. ft. space in the Santa Monica, Abbot Kinney and Venice Beach areas for February and March.

A tween/teen fashion brand is looking for a 1,000 sq. ft. space in the Maryland’s Bethesda area for a 5-day pop-up at the end of March.

A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

A local coffee roaster is looking for 800-1,000 sq. ft. space in Calgary for winter 2020/21.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with this exciting pop-up activation! If you’re a match contact us at info@popupgo.com.

• Chicago gets a ‘Harry Potter’ pop-up bar with activities planned throughout the winter!
• Dairymen’s Association launches pop-up milkshake stands.
• Pop-up thrift shop in Towson benefits patient care at Johns Hopkins Hospital.
• Ottawa’s The Social Market Pop-Up Shop trains teens to be entrepreneurs and carries products that support local causes.
• Elyria Schools’ Pop-up Pink Cookie Shop in Ohio was such a hit that it was sold out within 30 minutes! They plan to do more pop-up shops in the future.

“Failure is the opportunity to begin again more intelligently.” – Henry Ford