Blog conversion tips, video marketing, virtual for B2B, and more!

Virtual Events in B2B


Virtual events have replaced in-person ones until ‘further notice’ so when people say they are attending an event, you know that it has to be a virtual one! it’s no surprise that the number of organizations hosting virtual events doubled in 2020. Approximately 50% did so for the following reasons: customer relations, education, retention, and lead generation. No matter what your primary goal, virtual events provide a seamless way of channeling attendees through the sales funnel.

Source: Wild Apricot, Bizabbo, Markletic 2020

Here are a few quick considerations:

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

Strengthen Your Video Marketing Strategy


Numerous reports show that video usage for marketing purposes increases revenues 49% times faster. Here are some elements to keep in mind when creating a video:


  • Identify your target audience
  • Tell your brand story
  • Optimize your videos (file size)
  • Add subtitles (85% of Facebook videos are watched in mute mode)
  • Promote on the right channels
  • Always include a call to action

#FGF Story


As winter approaches across the Northern Hemisphere, webcams in wild places have been picking up some magical sights. In a video from Senja Island in Norway, two reindeer were filmed in a snowy birch forest with the aurora pulsing overhead. How beautiful and truly relaxing. Watch now!


Blog Posts That Convert

Each month, approximately 410 million people view more than 20 billion blog pages (Optinmonster, August 2020). Here are some practical tips to boost your blog conversions:

  • Create content based on buying cycle (Need, Research and Purchase)
  • Create scannable content (i.e. list-based headlines)
  • Add clear CTAs
  • Create urgency by using FOMO

Need help writing blogs? Contact us at




Companies that blog get 97% more links to their websites. Source: Optinmonster, August 2020


Instagram Guides


You can now curate catalogue-like collections of content on Instagram. In addition to being able to group and gather your own content, guides also allow you to bring it from other accounts. They give you the flexibility to group a mix of educational content, product information, team insights, behind-the-scenes looks, etc. into relevant categories making it easy for your audience to quickly find and view those posts, rather than scrolling. Kick off 2021 with an Instagram guide! Contact us at


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


Looking to pop-up during the holidays?  Let us help you find the perfect space!
Contact us at

Data-Fueled Pop-Up Stores

Pop-up stores are not new, and companies have relied on them for years to test new products, capitalize on events by selling merchandise without long-term leases. These ‘activations’, while often associated with small, nimble brands can also be executed by established ones. Take Walmart and Ikea. They have been experimenting with pop-ups for years. And just last year, Target operated a holiday-themed pop-up near New York’s Chelsea Market featuring merchandise and experiences such as an Instagram-ready photo booth. Consider capturing relevant customer data when doing your next pop-up for stronger business intelligence.

Brands Searching for Spaces


Searching for a large Toronto space, 24,000 sq. ft. with 30 ft. clearance, for a 4-month period starting March 2021 for a digital cultural activation.

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

A colab of ceramic artists is looking for a new venue for their annual spring sale in Toronto’s Ossington area.

A Toronto fitness center is looking for an outdoor space in the Forest Hill, Rosedale neighborhoods, or nearby.

A DIY retailer is looking for a 5,000+ sq. ft. location in and around Surrey, BC.


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


Pop-Ups in Action

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


Hamleys, an iconic toy store, opens latest pop-up shop in Milton Keynes’ Centre:MK


Retail entrepreneur Lizzie Tisch opened LTD by Lizzie Tisch, a holiday market pop-up in Manhattan’s Upper East Side.


Village Supply, a pop-up market focusing on women- and minority-owned businesses, opened in Atlanta’s Buckhead Village.


Gelati Celesti is opening its eighth location as a pop-up store in Virginia.


Second Nature Boutique opened a holiday pop-up shop in Bayview Mall and will resume post lock-down.


Adrift Burger Bar pop-up concept was born out of the pandemic.

“The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.” – Bridget van Kralingen, senior VP of IBM Global Market