Author: Zenergy

Social Media x PR

Pew Research Center recently released their latest data regarding news consumption on social media platforms and the differences in usage across varying demographics. This data provides industry professionals and organizations with the following important insights into the future of social media and PR:

• Nearly half of U.S. adults still get their news from social media sites.
• Facebook still rules – and has rules for content.
• Diverse, younger audiences require different engagement tactics.
• Election cycles will impact consumption habits.
• This is content creators’ time to shine.

Need help with your social media and public relations strategy? Contact us!

#Poll Hot Tech

eMarketer recently polled US adults and asked: “If money was no object when buying consumer tech what would you buy?” Tied for top place was upgrading their phones and improving their home with smart tech.
What tech would you purchase to spoil yourself?

Top Search Ranking Factors According to SEO Experts

According to recent research from Search Engine Journal, search engine optimization (SEO) professionals say on-page elements had the biggest impact on search rankings over the past 12 months. Some 33% of respondents said that on-page elements, such as metadata (32%), was one of the most important factors while 31% stated organic user behavior.

Need help with your SEO? Contact us!

What We’re Reading

• [Podcast] Masters of Scale – Rapid Response
• Meta’s Ad Returns Are its Redemption for Advertisers
• Research Report: News Consumption Across Social Media in 2021
• How to Choose the Right Facebook Ads Bidding Strategy
• The Metaverse Doesn’t Always Stay in the Metaverse
• Betty White and Betty Crocker Celebrate the Big 100 at Walmart

Every Friday, we share some of our favorite reads and podcasts. Please share what you’re reading by tweeting #FGFreads

#FGFStory: Forget Gold and Fine Art: Investors are Putting their Money into Rewilding the Land

The UK’s fascination with re-wilding has taken a corporate turn, as green investment companies look to generate long-term capital appreciation for investors, through re-wilding programs and the jobs they create. By taking advantage of the growing carbon capture market, businesses looking to offset or reduce their emissions, and the new Environmental Land Management schemes from the British government, the fund hopes to pair the financial power of the corporate world with the inestimable value of the natural one.

Working in three areas of the UK, The Real Wild Estates Company (RWE) hopes to create 100,000 acres of re-wilded country by 2030, in traditional southern English estate country, the Scottish Highlands, and the North English Moors.

Watch the video.

#Movember: Zenergy is Moving for Movember

Zenergy’s President, Linda Farha, has committed to running or walking 60 km during the month of November in a fundraising effort supporting Movember. That’s 60 km for the 60 men lost to suicide each hour, every hour across the world. Of course, in typical Linda fashion she’s set her goal at 200 km for the month!

Support this year’s Movember initiatives by donating here.

#ProTips: Generate More Leads with your Marketing Content

Here are six tips for crafting marketing communications that get a response – so more people actually read, watch, or listen to your content.

• Give your content an interesting or benefit-oriented title
• Try using a problem-based headline instead of a solution-based one
• Narrow your readership to one target audience
• Consider putting the job function of your target audience in the title
• Put a call to action at the end
• Promote and repurpose your content aggressively

Need help connecting with your B2B audience? Contact us!

#FunFact

93% of online interactions start with search engines.

Source: Humans & Robots

“Entrepreneurs are doers who may fall seven times but stand up eight.”
Asahi Pompey, President, Goldman Sachs Foundation

Halloween #FunFact

Old English folklore about Halloween is full of superstition and fortune-telling that still lingers today, like bobbing for apples or avoiding black cats. One piece of folklore says that if a young unmarried person walks down the stairs backwards at midnight while holding a mirror, the face that appears in the mirror will be their next lover.

The Key to Personalized Marketing Messages: Robust Customer Data

Data insights are one of the most effective ways to connect with consumers and deliver personalized marketing messages, but many marketers are unaware of how to leverage this data to create more successful campaigns. Here are three ways you can use consumer data to improve the customer experience:

Match customers with the right products

• The more detail you have about each customer’s life choices and spending habits, the better you’ll be able to target them with relevant offers.

Cater to different customer types

• Not all consumers are alike. A busy family of four will probably have completely different goals and buying habits than a Millennial with only one pet. Busy parents will be grateful for time-saving apps and simpler ways to shop whereas Millennials in this example may be looking for pet insurance or discounts on relevant products.

Provide a targeted experience built around the wishes of your target consumers

• Data insights enables you to add value to your messaging by offering targeted content, rewards or discounts when they purchase your products.

#Results: Holiday Travel

The results are in and our #FGF readers have evenly split responses regarding plans to travel this holiday season. Only time will tell!

#FunFact: Cars are the transportation of choice this holiday season, with 78% of US adults saying they will likely drive or rent one over the holidays.

Android vs. iOS

Android is more popular than iOS for web browsing in all but the continent of Oceania. The operating system accounts for a greater share of smartphone web traffic than iOS.

#ProTip: Ensure that all digital marketing is tested on both mobile operating systems.

#FunFact: As of July 2021, 2 billion users were accessing the WhatsApp messenger on a monthly basis. Its penetration is particularly strong in markets outside of the US and it is one of the most popular mobile social apps worldwide.

What We’re Reading

Replacing charcoal, vending machines in Kenya dispense clean fuel for cooking

4 Smart Ways to Boost Engagement With Social Media Followers

Retail sales are normalizing and ecomm has reached its peak

TIP: A Simple Strategy to Inspire High Performance and Lasting Success

Burger King channels classic horror to make the Franken Whopper come alive

Study Reveals Reach, Performance Of Instagram Reels Vs. TikTok Video Ads

Friday, we share some of our favorite reads and podcasts. Please share what you’re reading by tweeting #FGFreads

#FGFStory: A Camo Wedding Dress? David’s Bridal Creates One for Busch Beer

In recent years, Busch Light has hitched itself to weddings, with promotions ranging from sponsoring ceremonies in the great outdoors to ordaining a “Busch Guy” to officiate. The brand has already been selling wedding T-shirts as part of this love fest, so perhaps its latest fashion extension – outdoorsy wedding dresses available through a tie-in with David’s Bridal – should come as no surprise.

#FunFact

A 30-second connected TV (CTV) ad can drive a 24% better conversion rate than its 15-second counterpart. MNTN and QuickFrame discovered this in a recent AI-driven analysis of over 1,800 commercials. Source: eMarketer

#ClientNews: Luciano D’Iorio Joins CDNGLOBAL to Lead Québec Operations

CDNGLOBAL, commercial real estate specialists, recently announced its expansion into the Québec market with Mr. Luciano D’Iorio as its Regional President. Read more about the expansion here. Zenergy’s PR team worked with Luciano to promote the new market initiative throughout Quebec and he will be appearing in the Globe & Mail, Le Soleil, Les Affaires, CoStar, and Global News to name a few.

B2B Content-Targeting Strategy

A recent study from Dow Jones’ WSJ Intelligence and B2B International found that thought leadership, videos and case studies are cited as the most useful content. They also expressed that marketing and advertising messaging is important at each buying stage. Furthermore, 68% of survey participants believed that content is more trustworthy if it’s published in business news and trade media rather than on a brand’s website, and 73% said it’s reassuring to keep seeing and learning about a brand while going through the buying journey.

Need help connecting with your B2B audience? Contact us!

It’s as much fun to scare as it is to be scared.
– Vincent Price

#Report: The State of B2B Content Marketing

Some 43% of business-to-business marketers saw an increase in their 2021 content marketing budget and 66% expect to see more of the same in 2022, according to a report by ON24, Content Marketing Institute and Marketing Profs.

Here are some of the key findings:

• The top three categories for increased content spending next year are video, events and owned media.
• Content assets that delivered the best results this year are digital events, research reports and short articles.
• The top three goals advanced by content are brand awareness, creating trust and educating audiences.

Adjusting B2B Marketing Strategies

With events being executed in hybrid formats to include virtual and in-person, the adoption of innovative ways to engage across the customer journey has followed. To effectively connect with in a B2B environment, marketers must:

• Be attuned to evolving preferences.
• Know what resources to offer and when.
• Understand how best to engage.

#ProTip: Keep your marketing and sales teams are aligned! An easy, quick solution to do so is by conducting five-minute daily or weekly meetings so that each group can share updates on all relevant metrics.

#Report: Social Media Trends: Powered by Consumers

Learning how to drive success on social media in the accelerated age of the ‘now consumer’ will be imperative in 2022. Have a look at these top trends from a recent Hubspot Report:

• TikTok will take over social media, leaving other platforms to adapt
• Social ads will develop, as cookies die out
• Social selling will simplify the customer journey
• Post-pandemic content will shape up to consumer needs
• Omnichannel engagement will change the way consumers engage with social media
• Maturing influencer marketing will finally come of age
• Brands will lead in social media decentralization
• Metaverses, shared virtual world environments which people can access via the internet, will be the next consumer connection
• Brand inclusivity will be brand critical
• Communities will develop, and take control

Need help with your 2022 social media strategy? Contact us!

#FunFact: Gen Z has the Travel Bug this Holiday Season

Gen Z (ages 18 to 24) is the most likely age group among US adults to travel this holiday season, with 59% saying they will, as compared to 41% of baby boomers (ages 57 to 75) and just 35% of seniors (age 76+).

Five Steps to Creating a Whitepaper Plan

A whitepaper is often the most challenging marketing piece to create. Even when you do manage to, it sometimes fails to yield even a marginal return on investment and effort. Here are some the most important considerations when planning:

• Get all project reviewers on board
• Agree on the ‘Big 5’ – What is the goal of the whitepaper? Who will be reading the whitepaper (the target audience)? What is the whitepaper’s topic? Where in the sales cycle will it be used? How long will the whitepaper be?
• Compile the ‘Big 5’ into a plan
• Add important details to the plan – Keywords for SEO, milestone dates, budget, sources, call to action, etc.
• Get all reviewers to look over the plan and sign off

Use your plan to guide you while writing the full whitepaper. Once you get the hang of planning, it will eventually become second nature and you’ll be creating content faster and more efficiently, with minimal revisions or rewrites.

What We’re Reading, Listening to + Watching

YouTube Launches New Live Shopping Events, New Updates for CTV Campaigns

The little-known web browser that beats Chrome for productivity

Apple picking is a bizarre imitation of hard work

Clubhouse vies to expand reach with new tools

How Apple’s Epic legal battle will reverberate with marketers for years

Etsy debuts shoppable virtual house

#FGFStory: Kraft Flvrs Club

KRAFT Macaroni & Cheese Dinner announces the newest club fit only for its biggest super fans. Introducing KRAFT FLVRS CLUB, a club from the iconic mac & cheese brand celebrating new KRAFT Flavor Boosts seasoning mixes that bring the classic flavor of mac & cheese to a new level. Club members will get a chance to be the first to try the new Flavor Boosts: pizza, ranch, and buffalo before they hit shelves, as well as the chance to receive limited-edition Flavor Boost themed merchandise.

#FunFact: Consumers Value Social Connection with Brands

58% of consumer said they prefer using social media to communicate with a brand vs. email, phone calls, or text. They cited attributes such as convenience (72%), speed (61%), and personalization (50%) as being the reason behind their preference. Source: Mitto

#ClientNews: Mr. Sunshine is Ready to Shine!

Vincenzo Guzzo, aka Mr. Sunshine, is back for another season of Dragons’ Den on CBC airing Thursday nights at 8 PM! In a run up to the premiere, Zenergy arranged for Vincenzo to be seen and heard on media outlets throughout Canada where he gave interviews in English, French and Italian. Zenergy was selected by Guzzo to be his Public Relations Agency of Record in 2018 just as he joined Dragons’ Den.

#FunStats: From January 1 to September 30, 2021 Vincenzo has appeared on TV, radio, in podcasts and articles reaching over 135M people with than 405M impressions.

In solitude the mind gains strength and learns to lean upon itself.
– Laurence Sterne

#Report: The State of B2B Content Marketing

Some 43% of business-to-business marketers saw an increase in their 2021 content marketing budget and 66% expect to see more of the same in 2022, according to a report by ON24, Content Marketing Institute and Marketing Profs.

Here are some of the key findings:

• The top three categories for increased content spending next year are video, events and owned media.
• Content assets that delivered the best results this year are digital events, research reports and short articles.
• The top three goals advanced by content are brand awareness, creating trust and educating audiences.

Adjusting B2B Marketing Strategies

With events being executed in hybrid formats to include virtual and in-person, the adoption of innovative ways to engage across the customer journey has followed. To effectively connect with in a B2B environment, marketers must:

• Be attuned to evolving preferences.
• Know what resources to offer and when.
• Understand how best to engage.

#ProTip: Keep your marketing and sales teams are aligned! An easy, quick solution to do so is by conducting five-minute daily or weekly meetings so that each group can share updates on all relevant metrics.

#Report: Social Media Trends: Powered by Consumers

Learning how to drive success on social media in the accelerated age of the ‘now consumer’ will be imperative in 2022. Have a look at these top trends from a recent Hubspot Report:

• TikTok will take over social media, leaving other platforms to adapt
• Social ads will develop, as cookies die out
• Social selling will simplify the customer journey
• Post-pandemic content will shape up to consumer needs
• Omnichannel engagement will change the way consumers engage with social media
• Maturing influencer marketing will finally come of age
• Brands will lead in social media decentralization
• Metaverses, shared virtual world environments which people can access via the internet, will be the next consumer connection
• Brand inclusivity will be brand critical
• Communities will develop, and take control

Need help with your 2022 social media strategy? Contact us!

#FunFact: Gen Z has the Travel Bug this Holiday Season

Gen Z (ages 18 to 24) is the most likely age group among US adults to travel this holiday season, with 59% saying they will, as compared to 41% of baby boomers (ages 57 to 75) and just 35% of seniors (age 76+).

Five Steps to Creating a Whitepaper Plan

A whitepaper is often the most challenging marketing piece to create. Even when you do manage to, it sometimes fails to yield even a marginal return on investment and effort. Here are some the most important considerations when planning:

• Get all project reviewers on board
• Agree on the ‘Big 5’ – What is the goal of the whitepaper? Who will be reading the whitepaper (the target audience)? What is the whitepaper’s topic? Where in the sales cycle will it be used? How long will the whitepaper be?
• Compile the ‘Big 5’ into a plan
• Add important details to the plan – Keywords for SEO, milestone dates, budget, sources, call to action, etc.
• Get all reviewers to look over the plan and sign off

Use your plan to guide you while writing the full whitepaper. Once you get the hang of planning, it will eventually become second nature and you’ll be creating content faster and more efficiently, with minimal revisions or rewrites.

#Report: The State of B2B Content Marketing

Some 43% of business-to-business marketers saw an increase in their 2021 content marketing budget and 66% expect to see more of the same in 2022, according to a report by ON24, Content Marketing Institute and Marketing Profs.

Here are some of the key findings:

• The top three categories for increased content spending next year are video, events and owned media.
• Content assets that delivered the best results this year are digital events, research reports and short articles.
• The top three goals advanced by content are brand awareness, creating trust and educating audiences.

Instagram Adds Scheduling + ‘Practice Mode’ for Live Creators

Instagram is helping Live creators around the globe drum up interest by being able to schedule events and share the news with followers who then can set event reminders. A Practice Mode also is set to launch shortly to perfect presentations before going live.

Reviews Used to be a Nice-to-Have. Now, They’re a Must-Have

Review importance, influence, and consumption are rapidly increasing in consumer mindshare. In our digital marketplace reviews can be the first link to connecting your business with consumers.

#FunFacts from a recent survey by Podium:

• 88% of customers say reviews influence them in discovering a local business
• 23% of customers have read an online review in the last day, and 65% have read one in the last week
• 83% of customers say that reviews must be recent and relevant in order to care about them

#FunFact: Gen Z a Major Force on Twitter

Twitter research has revealed that 16 to 24 years olds, Gen Z, accounted for nearly 50% of US-based tweets over the past 12 months. With 70% of Gen Z respondents saying that they use the social network to learn about new products.

What We’re Reading, Listening to + Watching

• Canadian SMBs highly confident in economy and future growth: KPMG
• The 49 coolest neighborhoods in the world
• How TikTok helped this denim kickstarter reach its goal in 9 hours
• How mental health became a social media minefield
• Home Depot hires Walmart delivery drivers to drop off paint and more to customers’ doors
• Growing signs of a demand-fuelled retail recovery on the horizon, even as Canadians prepare for a second pandemic-clouded holiday season
• The fractionalization of everything

#FGFStory: Paper Made from Grass

Processing wood into paper requires a lot of water, energy, and chemicals. Creapaper mixes in grass, reducing the need for trees—and all the resources necessary to process them. According to Creapaper, their material can cut water use during paper production by 99%, save 97% of the energy use, and reduce CO2 emissions by at least 70% because of the energy savings.

Social Concerns Driving Content of Global Brands

Shutterstock reports thar social movements such as Stop Asian Hate and Black Lives Matter significantly drove content for 63% of global marketers over the past year, and 65% concur that diversity plays an important role in audience targeting. Visual diversity is a difficult goal for 44% of respondents and 76% think there’s still room for growth in terms of representation.

TikTok Shares New Insights into Halloween Engagement Trends

TikTok released data and an infographic that shares insights about Halloween engagement on their platform. The top content categories for last year’s Halloween included lip-sync singing, acting/dialogue, and comedy/dance. Top hashtags included #trickortreat with 336 billion views, #halloween with 20 billion views, #halloweenlook with 4.5 billion views and #halloweenmakeup with 1.2 billion views.

Check out the inforgraphic and more Halloween insights.

#ClientNews: Image Totale©

Zenergy’s New York PR team has been working hand-in-hand with the French artistic directors of Image Totale, Annabelle Mauger and Julien Baron, to draw awareness to the art and technology behind their ground-breaking immersive experiences. Annabelle and Julien were the first to create immersive art exhibits allowing spectators “to experience the emotional depth of the artwork in a much more personal and ethereal way, to feel more deeply connected to the artist.”

Read the latest article about the duo in California Business Journal.

“It’s Friday! Time to go make stories for Monday.” – Anonymous

Media Buy Diversification

Facebook lost an estimated $79 million in ad revenue this past Monday when technical issues caused global outages for nearly 3 billion users across its platform, as well as Instagram, Messenger and WhatsApp. Some brands quickly shifted to text messaging and platforms such as Twitter. This outage is a reminder of the importance of diversifying media budgets.

Here are a few reasons to diversify your media buys:

• Your audience moves between platforms.
• To deliver a variety of messages and content.
• To make educated decisions by caomparing performance across platforms.
• The effectiveness is compounded with diverse platforms.

Improve your Media Buy ROI

Here are some media planning tips to improve ROI:

• Know your target demographic and apply that knowledge to your media strategies.
• Ensure that your audience sees your ads at the right time.
• Always Be Transparent – you want your audience to know and trust your brand.
• Include keywords in your SEM ad copy, as well as across your website, blog and social media pages.
• Focus on your customer needs and desires when creating your marketing content.
• Optimize your website, social pages, and overall web presence for a mobile world.
• Keep track of how effectively each campaign is working for your brand.

Need help with media buy planning? Contact us

#FunFact

According to Influencer Marketing Hub and Upfluence, micro-influencers (those with fewer than 15,000 followers) have the highest engagement rate on Instagram at 3.86% whereas mega-influencers (those with more than 1 million followers) had the lowest at 1.21%.

#Results

How do you Feel about a Cashless Society?

Our #FGF readers have spoken and although 26% of you were completely ‘Against a cashless society’, 49% of you were either ‘All for it’ or ‘Ok with it.’

What We’re Reading, Listening to + Watching

• How Memes Stormed the Marketing World
• YouTube Makes Its Ads on Connected Television Platforms Shoppable
• Twitter Opens Up Applications for Professional Profiles, a New Option for Brands and Creators
• Business leaders bullish on economic recovery
• Why Hot Startups Like Pura Vida and Cure Hydration Are Getting Big Results From Micro-Influencers
• Report: Consumers Say They’ve Increased Social Media Messaging With Brands Since Pandemic, Find It More Positive
• 6 Ways QR Codes can be Even More Useful to Brands

#FGFStory: TV Series ‘Earthshot’ Documents the Repairing of Our Planet

A new five-part television series led by Prince William is being launched globally. ‘EarthShot’ — featuring Sir David Attenborough, Shakira, and other big names in conservation — profiles inspiring people around the world who are already finding ground-breaking solutions to our greatest environmental challenges and highlights some of the most extraordinary practical projects that can be rolled out across the world.

Watch the trailer.

#BytheNumbers: 60 Seconds

Instagram Reels videos can now be 60 seconds and this is the third time the platform has increased video lengths since its introduction in August 2020. TikTok, in comparison, currently allows videos of up to 3 minutes.

Three Ways to Take Your Business Branding to the Next Level

People don’t just buy products and services, they also buy the value that comes with them. Being in good standing with your brand is an excellent way for customers to enjoy an experience beyond the widget.

Here are three ways to take your business branding to the next level:

Visual + Present
Brand visibility is essential for brands of all sizes. It’s a given that customers will grow fond of you when they constantly see your brand in the right places.

Prioritize Customer Service
Today’s customers expect more from companies and, as a result, customer service has become a top priority for modern brands. Providing an excellent experience for customers before, during, and after patronage is a great way to build beneficial relationships for both parties.

Focus on Value
Your company can mean more to customers than your product or service. Consider using your social media profiles to share content that is in line with what your target market cares about.

Halloween Happiness

This Halloween’s shaping up to be much more normal than last year, with trick-or-treating outdoors mostly back. In a new online survey, Influence Central found that % of parents are planning for traditional door trick or treating. These parents feel comfortable spending times outside, despite the Delta variant, and kid’s costumes can easily include masks. This means anticipated high sales of both candy and costumes.

pop-up go will be launching a separate newsletter starting next week. Stay tuned!

“Gratitude opens the door, the power, the wisdom, the creativity of the universe. You open the door through gratitude.”
— Deepak Chopra

Happy Canadian Thanksgiving!

Are your Press Releases Media Worthy?

According to Cision’s 2021 State of the Media Report, 47% of journalists are covering at least 5 beats and 45% are writing seven or more articles a week. So, even if you have an interesting story, journalists might not notice it because they’re too busy filing 1-2 stories a day.

Here are a few must-haves that will grab a journalist’s attention and help make their lives easier, thereby increasing your odds of getting media coverage:

• Keep headlines and subheadlines brief and shareable.
• 280 characters should be your upper limit, but remember that your headline will be cut off after 55-70 characters in Google search results
• Have a clear news angle.
• Include relevant multimedia.
• Logo, headshots, images, videos, infographics, etc.
• Use stats/numbers/data that you have.
• Bonus points if you have this in your headline/subheadline!

Need help with a media relations? Contact us

#ClientNews

MUVE Selects Zenergy to Get its Awareness Moving

Zenergy’s PR team is thrilled to be working with Montreal-based tech company MUVE to drive awareness about the company, its app, and its founders.

MUVE is the first fully integrated mobility technology built for people with accessibility needs. This week, the Société de transport de Montréal (STM) announced a collaborative project with MUVE to test the app for its shared taxibus service in the Senneville and Saint-Anne-de-Bellevue areas of Montreal.

#Poll

How do you Feel about a Cashless Society?

eMarketer released an Intelligent Report that stated that the majority of US adults are against living in a cashless society, with 60% indicating they’d prefer physical money to stick around. Answer our poll here!

What We’re Reading, Listening to + Watching

• Coca-Cola hopes ‘Real Magic’ campaign casts right spell for a global turnaround
• The Fastest Growing And Declining Jobs Projected Over The Next Decade, Visualized
• This Mozart Sonata Calms the Brain to Help Reduce Seizures in People With Epilepsy
• How To Build A Social Media Community: Lessons From 11 Successful Brands
• Superette’s latest expansion is into a shipping container
• How Augmented Retail Workers Can Unlock Value In Your Business Post-Pandemic

#FGFStory: It’s a Myth that Adults Can’t Learn Languages as Easily as Kids

Many studies have shown that children’s propensity for learning a second language far exceeds that of adults, but recent research from the University of Kansas’ department of linguistics has demonstrated that’s not necessarily true.

#ProTip: Try writing text messages in the new language also.

Make Your Mall Pop! Program

Supporting local brands is a widespread initiative in communities throughout North America. Take advantage of this consumer sentiment by hosting #LoveLocal pop-ups! Zenergy will drive interest to your vacancies with a proactive outreach program providing a curated pipeline of potential local tenants.

#FunFact: More than 82% of consumers say they will spend more to support local businesses. Whether that be at their favorite local restaurant or at a weekend farmers’ market, there are loyal locals out there, ready to buy!

#SpacesWanted

TORONTO – Seeking 500 sq. ft. in downtown high traffic areas for a frozen pizza brand activation. Kitchen not required.

MONTREAL – Seeking 300-1,000 sq. ft. in Old Port or near Concordia University for an ice cream shop pop-up. Standalone or shared space in cafés and boutiques of interest.

Interested in hosting a pop-up? CONTACT US

Omnichannel Retail Index Report Key Findings

The Omnichannel Retail Index digital report outlines key findings from the latest study including insights into the adoption of best practices and key digital and omnichannel capabilities compared to previous years.

Here are a few:

• 89% of omnichannel companies have the ability to access your personal information (e.g., past online orders, store purchases) – up from 68% in the last study.
• Following a slow start, the majority of retailers in the Omnichannel Retail Index now embrace Live Chat somewhere on the site at an 88% adoption rate.
• 86% offer BOPIS and 92% out of those allow you to also return in store.
• Curbside pickup skyrocketed from 4% in 2019 to 73% in 2021.
• Although significantly up from pre-pandemic, only 57% allow you to combine store pick up and ship-to-home items in checkout.
• 52% offer extended payment (Buy Now Pay Later) options.

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 build an online presence.

Pop-Ups and Pop-Ins in Action

• Read about recent and upcoming pop-ups and pop-ins that we love.
• Lego-inspired pop-up bar coming to St. Louis
• Lush Cosmetics to open pop up store in Tallahassee mall
• DJ Khaled offers luxury grooming experience at pop-up barbershop for Groomed X Blesswell skincare
• IKEA set to open new pop-up shop in Naas, Co.
• Skims launches pop-up in Paris
• Pop-up retail shops in Seaport will partner with Boston tech unicorn Klaviyo
• Wicked Dog Apparel opens first brick and mortar pop-up shop at Arsenal Yards in Watertown
• Motown Museum opens pop-up retail shop in Detroit’s Greektown district
• Lancôme trials its first virtual pop-up store in the UK
• Ferne Boutique and Mature Lifestyle Clothier Team Up to Open Pop-Up
• Electric City Football Club Opens Pop-Up Retail Merchandise Store

“Season of mists and mellow fruitfulness”
Excerpt from the poem To Autumn by John Keats (1795-1821)

Developing a Content Marketing Competitive Analysis in Three Simple Steps

As you look to create unique, differentiated content, start with analyzing what’s out and looking at what your competitors are publishing. After that, follow these three steps:

• inventory of your competitors’ content. This includes all types of content such as blogs, podcasts and audio recordings, webinars, e-books and white papers, videos, presentations, e-newsletters, etc.
• Evaluate content quantity and quality. Understand what type of content your competitors are prioritizing, how the audience receives it, how many types of media and channels they are leveraging, the engagement of each, as well as how frequently they are publishing.
• Tag and analyze content topics. For each content piece, tag it with topic(s), then look at the coverage by topic – its quantity and quality – to uncover those to stay away from and gaps to fill.

Need help with a content marketing strategy or content development? Contact us

#verycool

Ads Poised to take on New Dimensions

Omnicom Media Group is predicting that flat objects showcased on TV, out-of-home and in online promotions will become three-dimensional ‘touchpoints’ that can be interacted with, such as rotated. This will present numerous creative opportunities and require new best practices and metrics. In preparation for these new age ad opportunities, Omnicom suggests that brands begin experimenting with 3D technologies via AR initiatives or product integrations in virtual worlds.

“The dimensionalization of media will also afford new creative opportunities by ignoring the real-world rules.” Phil Rowley, head of futures, Omnicom Media Group

What We’re Reading, Listening to + Watching

• [Video] These 8 sustainable designs are fighting climate change

Hottest Toys May Be Sold Out by Black Friday Due to Bottlenecks

New ‘smoothie sour’ beer trend takes off

[Podcast] All In On Malls

[Video] What drives the CEO of McDonald’s

Empathy Is The Most Important Leadership Skill According To Research

#FGFStory: How India’s Air Pollution is Being Turned into Stylish Floor Tiles

In an effort to spare his generation from the choking air pollution in cities like Delhi, Angad Daryani invented a filterless outdoor air purifier that collects air particulate matter that is being used for many things including custom tiles! Carbon Craft Design uses the powered air particulate like a dye to make stylish tiles for floors and walls that clean sometimes as much as 5 kilograms of CO2 per tile, and draw carbon emissions from the transport, tanning, paper, and lubricants industries.

Make Your Mall Pop! Program

Micro events, such as pop-ups, can offer a curated approach to marketing properties. They are designed to attract customers, increase foot traffic, strengthen brand loyalty and offer unique experiences that will make your mall a must visit!

Pop-ups offer proven benefits. They…

• Distinguish your center from the competition
• Enhance brand awareness
• Drive new and existing consumers to your center
• Broaden social media engagement
• And often lead to permanent tenants!

#FunFact

85% of consumers said that they are more likely to buy products after participating in an event or activation, and 70% said that they are more likely to become a repeat customer. Source

#SpacesWanted

+ MISSISSAUGA – Specialty gift store/high quality office accessories company seeking kiosk or approx. 400 sq. ft. of inline space.
BOCA RATON, DELRAY BEACH + PALM BEACH – Popular women’s fashion company seeking 400-1,000 sq. ft. of street front or shopping center space.
VANCOUVER – Digitally native apparel company seeking 800 sq. ft. of street-front space in Kitsilano, Gastown or Robson Street.

Interested in hosting a pop-up? CONTACT US

pop-up go Partners with The Pop Up Retail Expert to Amplify Programs

pop-up go has entered into a partnership with Chicago-based The Pop Up Retail Expert to amplify and support our turnkey solution with the introduction of educational tools such as webinars, videos, and other materials for both landlords and brands, as well as access to competitive insurance for all pop-up needs.

New services include:

• A series of webinars to ensure that your pop-up is a success.
• Curated webinars and consulting to drive interest in your property and in turn increase foot traffic.
• Full circle brand consulting services for your next pop-up.
• Landlord consulting to help turn your vacancies into revenue generators with the hottest pop-ups.
• Competitive insurance for all your pop-up needs.

LEARN MORE!

#BrandsWanted

TORONTO – 400 sq. ft. corner gallery/retail opportunity in Dovercourt Park.

TORONTO – Shopping center in GTA 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 for holiday kiosk pop-up.

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 build an online presence.

Pop-Ups and Pop-Ins in Action

• Read about recent and upcoming pop-ups and pop-ins that we love.
• Madewell expands resale experiment to include a physical pop-up store collab with ThreadUp
• Eminem launching Mom’s Spaghetti pop-up in Detroit
• Nordstrom, Levi’s collaborate for pop-in shops
• DHL Express Invests $430K CDN to Launch Four Mobile Pop-Up Stores Across Canada
• Grammy-nominated artist Gunna launches free pop-up shop at former middle school
• Music Label Artist Ego Dead Launches Pop-Up Shops in Detroit and Oakland

Eucalyptus regnans, the Australian Mountain Ash, is the tallest of all flowering plants. The tallest measured specimen, named Centurion, is 99.6 meters (327 feet) tall.

While bricks and mortar retail has been struggling for some time, COVID has accelerated the issue by expediting consumer appetite for online shopping. Enclosed malls have been amongst those most impacted. With online shopping conveniently satisfying the retail needs of consumers, coupled with their overall hesitancy to return to post pandemic in-person shopping, mall operators have been forced to come up with unique and strategic ways to drive foot traffic.

In early 2020, CNBC predicted that 25% of US malls would be forced to close within 5 years if they remained in a single-purpose retail format – a trend that extends far beyond the US. With the growing strength of e-commerce providing users with a safe and convenient alternative to enclosed in-person retail, North American consumer shopping habits are shifting in an unfavourable way for mall owners. In Canada for example, as stores continue to reopen, in-person retail for apparel alone remains down nearly 20%, while online numbers continue to rise (Deloitte). This has led to a 42% decrease in foot traffic in Canadian malls since 2018 (Deloitte). With consumers’ functional needs being met close to home, they fail to see the appeal of taking the time and effort to return to in-person shopping. However, all hope is not lost. In order to return patrons to these spaces, mall managers need to find ways to appeal to consumers by taking a progressive mindset that employs a combination of outside of the box initiatives and the use of updated, new age technology.

Provide a Unique Consumer Experience

One of the primary tactics that mall managers can utilize to engage consumers and entice them back to mall retail is offering a consumer experience that they cannot find online. While online shopping offers many benefits to users, it is limited in a way that malls are not. For one, it cannot satisfy the social interaction and experience cravings that consumers are charged with. As presented in a report by Deloitte, consumers are drawn to uniquely used spaces that offer more than just retail, claiming to be more likely to attend and spend within this environment. In 2021, 85% of consumers say that they are more likely to buy products after participating in an event or experience, and 70% say that they are more likely to become a repeat customer (Big Eye). By creating an environment that brings together retail, entertainment, leisure, health and wellness, and other novel experiences, malls can successfully transition into a new realm where they are not just a shopping destination but rather a center for experience. One way to achieve this is through the implementation of unique micro events. These events can include product launch activations, art or music installations, interactive activities, pop-up markets, and so much more. Through incorporating experiences of this variety, malls can not only draw foot traffic, but these events will also extend visits that generate more sales.

Play to Local Interests

While micro events cater to consumers desire for unique social interaction and experience, this is not the only consumer trend that can be intelligently utilized to increase mall foot traffic. Across North America, consumers are increasingly demonstrating their interest in shopping locally. In 2020, from a group of North American respondents, 57% placed emphasis on shopping locally with the hope of supporting local economies and 38% of consumers find that by doing this, they feel more connected with their community (Intuit). Moreover, more than 82% of consumers say that they are willing to spend more on goods when they are produced locally. In recognition of this trend, malls should cater towards a local emphasis to increase foot traffic. This can be achieved through creating pop-up opportunities for local vendors. These pop-ups can include, but are not limited to, retail pop-ups for local brands or dining pop-ups for local chefs or suppliers. Through becoming a space for local vendors, malls can become a community hub for locals looking to support each other, which will drive foot traffic, raise impulse purchases, and increase time spent for consumers in your space. Moreover, through employing the pop-up format malls can fill vacant spaces, bring in a new demographic of customers, and experiment with potential permanent tenants.

Connect with Consumers Digitally

In addition to driving foot traffic through new and unique additions, mall managers can also utilize society’s digital focus to enhance what already exists. While consumer’s investment in digital mediums poses as a threat to the mall retail format, it can also be a great opportunity. The omnichannel approach, the strategy of using multiple mediums to deliver the best consumer experience, is the future of retail. It’s time for retailers to take a page from digital-first companies as, according to Deloitte, it’s never been more important to build a seamless omnichannel brand presence. Digital technology is going to influence consumer behaviour for the foreseeable future making it integral to any company’s business model, including malls. There are many ways that mall managers can employ digital strategies from virtual or augmented reality installations to powerful digital marketing campaigns. Through integrating marketing and technology into the mall format, you can curate your space, offerings, and interactions in a modernized and sustainable manner.

While the future of malls may seem uncertain, exploring progressive and unique strategies will help them reinvent themselves and provide the experience that consumers have been waiting for. Zenergy Communications’ Make Your Mall Pop! Program can help make this happen. Zenergy’s program reflects on today’s realities and utilizes decades of experience to help mall operators transform their space and drive foot traffic. With the help of Zenergy, malls can become more than a shopping center, it can become a hub for consumers to shop, relax, and experience.

Contact us to learn more about how the Make Your Mall Pop! program can benefit you.

Combined with our pop-up go division, a trusted space connector for landlords and brands, we’ll make your center a destination envied by all. Today’s shopping centers are open for business, but shoppers are hesitant to return to enclosed spaces. Zenergy Communications has the solution, with the Make Your Mall Pop! Program. Offering a way to drive foot traffic and attract customers with today’s realities in mind.

Zenergy delivers integrated marketing and communications solutions through content and creative storytelling. Combined with our pop-up go division, a trusted space connector for landlords and brands, we’ll make your center a destination envied by all.

 

 

SERVICES:

Find out how we can make your mall pop.

Are you Making these Four Content Mistakes?

Don’t worry we have you covered!

Here are four common mistakes often made when planning and executing content marketing along with proposed solutions.

Mistake: Creating content without knowing your who, what, or why / Solution: Create a content marketing strategy

Mistake: Your content is narcissistic and lacks empathy / Solution: Make your audience the star of your content experience

Mistake: You’ve let your content experience grow stale and stagnant / Solution: Audit, evaluate, and act

Mistake: You’re pushing team resources to the breaking point / Solution: Educate, prioritize, outsource, or partner on content

Need help with a content marketing strategy or content development? Contact us

#FunFact: A B2B decision maker is most likely to provide their email address in exchange for a webinar (79%), white paper (76%), an analytical report (66%), or an e-book (63%). Source: Demand Gen Report

What We’re Reading

• How to Convert More Leads Into Customers
• Polish beer brand Żubr is buying up land to give to national park
• Average People Now Run the Influencer Economy, and Brands Must Embrace User-Generated Content
• Digital Transformation Is Only The Beginning: A Company’s Journey
• Chasing digital sales, Crocs unveils goal to hit $5B in revenue by 2026

Ad-Supported Viewing Makes up Half of Digital Video Viewers

eMarketer has estimated that nearly 128 million people in the US will watch advertising-based video-on-demand (AVOD) this year, a growth of 17.6%, over 2020. This means over 50% of all digital video viewers in the US are watching AVOD.

Looking ahead: Digital video viewership growth remains high and it is anticipated that by 2023, 259.8 million US adults will watch digital video content at least once per month, and those individuals will increasingly consist of AVOD viewers and subscribers.

#FGFStory: Stories Can Synchronize the Heartbeats of Everyone Listening

It turns out those thousands of years of storytelling tradition may have actually altered our very biology. According to a new paper published in Cell, narrative stimuli (i.e. ‘Once upon a time’) synchronizes the fluctuations of heart rates between the individuals listening.

This isn’t the first time this incredible connection with stories has been demonstrated to have a biological impact on humans. It’s been shown that the brains of people watching films together tend to ‘tick collectively,’ suggesting why films can be so enjoyable as a group activity.

Snapchat Dedicates AR Lenses to Fashion Week

Snapchat is rolling out nine new augmented reality (AR) lenses linked to upcoming Fashion Weeks throughout the month, starting with New York City. The social media company will offer three lenses for New York, with two for each of the other cities of London, Milan and Paris, launched at the start of each of the respective events. The visuals will include the distinct fashion trends in each location.

#SpacesWanted

MIAMI, FORT LAUDERDALE + PALM BEACH: Popular women’s fashion company seeking 400 – 1,000 sq. ft.

VANCOUVER: Digitally native apparel company seeking 800 sq. ft. of street front space in Kitsilano, Gastown or Robson Street.

WASHINGTON, DC: Seeking 700 sq. ft. in Washington, DC and surrounding area for youth and teen clothing company.

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

Interested in hosting a pop-up? CONTACT US!

#BrandsWanted

Retail center seeking women’s fashion, home goods, and health & wellness brands for holiday kiosk pop-up.

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 build an online presence.

Pop-Ups and Pop-Ins in Action

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

• L.L. Bean ‘Bootmobile,’ pop-up shop returning to Watertown
• Autonomous ‘Express Shop’ pop-up comes to music festivals
• ShoeFly adjusts business model to focus on pop-up events
• Minnesota’s Latino businesses kick off Hispanic Heritage Month with pop-up shop
• “Immersive” Queen pop-up shop to open in London
• Sustainable Pop-Up Concept Store Figure Eight Brings Eco-Conscious Goods To Soho

There are approximately 3.04 trillion trees on the planet today. Deciduous trees, those that shed their leaves, are very similar to people and begin to get ready for the winter in September.

Source: Crowther