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Part 1: How to Turn Your Showroom or Trade Show Booth into a B2B Sales and Education Platform

For many manufacturers, a showroom or trade show booth represents a significant investment, yet often, these spaces are viewed as temporary displays or product showcases rather than strategic business assets.

Today’s B2B buyers — particularly architects, designers, specifiers and dealers — aren’t looking to be sold to. They want to learn. They want to solve design challenges, compare solutions, ask technical questions and understand how products perform in real-world applications.

When thoughtful spatial design is combined with strategic communications, a showroom or booth becomes far more than a place to exhibit products. It becomes a powerful platform for sales, education and long-term relationship building.

Design the Experience, Not Just the Space

The physical environment sets the tone long before anyone speaks. A well-designed showroom or booth should naturally guide visitors through a journey. Every element from the layout and lighting to product placement and meeting areas should support how people discover, interact with and understand your products.

Successful environments are designed around people, not products. An intuitive layout encourages exploration, creates opportunities for meaningful conversations and makes visitors feel comfortable enough to spend time engaging with your brand. Rather than simply maximizing visibility, the goal is to create a space that balances aesthetics, functionality and flow to support the entire customer experience. 

Think less about fitting in every product you manufacture and more about creating intentional spaces for demonstration, discussion and discovery.

Shift from Product Features to Customer Challenges

Many manufacturers organize their booths or showrooms around product categories. Instead, organize them around the problems your customers are trying to solve.

For architects and designers, that might include:

  • Designing healthier workplaces
  • Creating accessible environments
  • Improving sustainability
  • Maximizing storage in compact spaces
  • Supporting flexible learning environments
  • Enhancing user comfort and ergonomics

When visitors see products working together within a real application, they begin to understand not only what your products do, but why they matter. This approach transforms a showroom from a collection of displays into a learning environment.

Tell a Story That People Remember

Technical specifications remain important but they rarely create lasting impressions on their own. Storytelling does.

For manufacturers, storytelling might mean showing how your products contribute to greener buildings, simplify installation, improve occupant wellbeing or support sustainable construction. Rather than presenting products individually, demonstrate how they solve real design challenges within complete environments.

Create Opportunities to Learn

Education has become one of the most valuable tools in B2B marketing. Your showroom or booth should make learning easy through:

  • Live product demonstrations
  • Interactive displays
  • Working product installations
  • Material comparison stations
  • Digital specification tools
  • QR codes linking to BIM files and technical resources
  • Short educational presentations
  • Hands-on opportunities to experience materials and hardware

The more interactive the experience, the more memorable it becomes. This is especially important when engaging the architecture and design community, where product understanding often plays a critical role in specification decisions.

Stay tuned for part II coming soon!

This article was developed collaboratively by Zenergy Communications and SH Design Build. Zenergy helps manufacturers build stronger brand identities and connect with key audiences through its strategic marketing communications engagement platform, A&D Link, while SH Design Build specializes in designing immersive showrooms, tradeshow booths and commercial environments. Together, they help manufacturers create spaces that not only showcase products, but also educate, engage and drive business growth.

Interested in learning more about how Zenergy and SH Design Build can help bring your next showroom or tradeshow booth to life?

Get in touch.

At Zenergy, we help organizations integrate marketing and communications so that strategy, performance, and positioning are expressed with clarity, consistency, and credibility.

Zenergy Communications
info@zenergycom.com

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Is Your Marketing Budget Working as Hard as You Are?

Budget planning has a way of turning marketing into a numbers exercise. Teams review last year’s spend, adjust for new priorities and eventually arrive at a figure everyone can live with. But the most important decisions often happen before the spreadsheet is finalized.

A marketing budget is ultimately a reflection of where an organization intends to go. If the business wants to enter a new market, strengthen its reputation, launch a product, reach a new audience or generate more qualified leads, the marketing strategy, and the resources behind it, need to support those ambitions.

Before asking how much to spend, organizations should be asking a more important question: What do we need our marketing to accomplish?

Start With Direction, not Dollars.

One of the easiest approaches to budgeting is to take last year’s numbers and use them as the starting point for next year. The problem is that businesses don’t stand still.

Customers change. Competitors change. New technologies emerge. Business priorities shift. A company that spent heavily on brand awareness last year may need to focus on lead generation this year. Another may be entering a new market where it has little recognition. A third may be preparing for a major product launch or expansion.

Your marketing budget should reflect where the business is headed, not simply where it has been.

Before allocating dollars, define business priorities for the coming year and determine what role marketing and communications need to play in achieving them. This creates a much stronger foundation for deciding what deserves greater investment, what should remain consistent and what may no longer be serving the business.

Look at What’s Actually Working

Budget planning is also an opportunity to take an objective look at performance. Ask:

  • Which campaigns generated meaningful engagement?
  • Where did qualified leads originate?
  • Which content continued attracting attention months after it was published?
  • Did earned media improve visibility in priority markets/audiences?
  • Did trade show activity generate relationships, opportunities or sales conversions after the event?
  • Which channels consistently supported broader business objectives?

Just as importantly, identify what didn’t deliver.

Not every initiative needs to generate an immediate financial return to be valuable. Brand awareness, reputation, thought leadership and relationship building often generate value over a longer period. The important question is whether each investment has a clearly defined purpose and a meaningful way to evaluate whether it is contributing to the broader objective.

The goal isn’t necessarily to cut anything that can’t demonstrate an immediate ROI, but to understand what each investment is intended to accomplish and whether it is doing its job. It’s not about doing more but about investing more deliberately.

Think Beyond Individual Tactics

Marketing budgets are often divided into categories: PR, social media, advertising, events, content, creative, digital and so on. While that may make sense on a spreadsheet, audiences don’t experience brands that way.

Someone may discover your company through an industry article, visit your website, follow you on LinkedIn, see you at a trade show and eventually receive an email from your sales team. Each interaction influences the next.

Rather than evaluating every activity independently, consider how investments can work together as part of an omnichannel approach.

A single thought leadership initiative, for example, could become an article, media pitch, LinkedIn content, newsletter feature, sales resource and speaking opportunity. A trade show investment can extend well beyond the booth through pre-show media outreach, social content, customer communications and post-show follow-up.

When marketing activities reinforce one another, the value of the original investment can stretch considerably further.

Leave Room for Opportunity

No matter how carefully a marketing plan is built, the year rarely unfolds exactly as expected.

A relevant news story may create an unexpected media opportunity. A new platform may become important to your audience. A partnership, event or business opportunity may emerge that wasn’t on the calendar six months earlier.

A budget that allocates every dollar before the year begins can make it difficult to respond.

Building some flexibility into the plan allows marketing teams to capitalize on opportunities without having to abandon existing priorities or seek new approval every time circumstances change.

Strategic planning provides direction. Flexibility helps organizations stay responsive along the way.

Set a Direction

The most important element of budget planning is ensuring it’s aligned with what the organization is trying to achieve. Budget season is an opportunity to assess what’s working, challenge assumptions and make deliberate choices about where marketing can have the greatest impact.

When asking yourself, ‘what do we need our marketing to accomplish?, the answer should guide where every dollar goes. Instead of building next year’s budget around where your business is today, build it around where you want to be tomorrow. When every investment supports that direction, every marketing dollar has the opportunity to work harder.

At Zenergy, we help organizations integrate marketing and communications so that strategy, performance, and positioning are expressed with clarity, consistency, and credibility.

Zenergy Communications
info@zenergycom.com

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Social Bootcamp: Strategies for Success

In the ever-evolving landscape of digital communications, social media has become one of the most valuable tools to help businesses grow and connect with their target audience. However, many have yet to even scrape the surface of its potential.

That’s where we come in.

Social Bootcamp isn’t just another training program; it’s a tailored solution crafted to empower your employees with the knowledge and skills needed to leverage social media effectively. Whether they’re novices navigating the basics or seasoned professionals seeking advanced sales strategies, our program helps to build confidence among participants and amplify your company’s messaging.

Customizable Training for Lasting Impact

One size doesn’t fit all when it comes to social media training. That’s why our program is fully customizable based on participant aptitude and company objectives, ensuring that each participant receives relevant and practical guidance. From platform-specific techniques to overarching strategies, we equip your team with the tools they need to succeed.

A Solution for Employee Engagement

Employee disengagement is an increasingly costly reality for businesses worldwide. In an era where remote work is the new reality, fostering a sense of community and connection is paramount. By empowering employees to become brand ambassadors through their online presence, companies can enhance both internal morale and external perception, fostering a community that transcends physical boundaries.

Harnessing the Power of Unified Messaging

In the realm of social media, consistency is key. Our program focuses on more than just the individual profiles; it instills a cohesive approach to messaging across the entire organization. By aligning employee interactions with corporate values and guidelines, we ensure that every post and comment reflects positively on your brand.

Amplifying Your Reach

Did you know that employee reach on social media can surpass corporate reach by as much as 561%? It’s a staggering statistic that underscores the potential impact of a well-trained team. Our program empowers employees to become active participants in amplifying your company’s message, driving engagement, and ultimately, conversions.

Next Steps

In a digital landscape where social media reigns supreme, staying ahead of the curve isn’t just advantageous—it’s essential. Our Social Bootcamp program offers a comprehensive solution for businesses seeking to harness the power of social media to drive growth, engage employees, and amplify their message. Join us in unlocking the full potential of social media and propel your company towards success.

Contact us to get started.

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Stakeholder Activism is Changing. Is Your Communications Strategy Keeping up?

For many organizations, stakeholder activism has traditionally been viewed through a governance lens and managed by the board, legal counsel, as well as investor relations teams when shareholder challenges emerge.

That perspective is becoming outdated.

Today’s activist landscape is broader, faster-moving, and far more public. Institutional investors, employees, customers, advocacy groups, regulators, and even online communities are increasingly influencing corporate decision-making. Their concerns extend beyond financial performance to include governance, executive compensation, sustainability, workplace culture, AI, cybersecurity, and long-term strategy.

In this environment, activism is no longer solely an investor relations issue. It is also a communications issue.

How an organization engages with stakeholders before, during, and after periods of heightened scrutiny can significantly effect shareholder confidence, corporate reputation, and long-term value creation.

Activism Rarely Begins with a Public Letter

When people think of shareholder activism, they often picture a public campaign, a proxy contest, or an open letter criticizing management.

In reality, activism usually begins much earlier.

Questions from institutional investors become more pointed. Analysts begin challenging strategic decisions. Employees raise concerns internally. ESG-focused investors seek greater transparency. Industry groups and advocacy organizations start shaping public conversations.

These early signals give organizations an opportunity to listen, engage, and respond before issues escalate.

The companies that navigate activism most effectively are often those that have established strong stakeholder relationships long before concerns become public.

Communication is No Longer Reactive

One of the biggest mistakes organizations make is treating stakeholder communication as something that happens only when pressure arises.

By that stage, stakeholders have often already formed their opinions.

Instead, leading organizations approach communication as an ongoing process of relationship-building. They engage investors regularly, communicate their strategy consistently, and create opportunities for meaningful dialogue throughout the year.

This proactive approach builds credibility over time and makes difficult conversations considerably easier when challenges arise.

Consistency Builds Confidence

As investor relations and corporate communications become increasingly interconnected, organizations must ensure they are telling one coherent story. Different audiences may require different levels of detail, but they should never hear conflicting versions of the company’s strategy.

Investors, employees, customers, journalists and regulators all consume information from multiple sources. Earnings calls become news headlines. Executive interviews are shared across social media. Internal communications are often compared with public statements. When those messages feel inconsistent, stakeholders notice.

Organizations that communicate with clarity and consistency are better positioned to maintain confidence, even when facing criticism or uncertainty.

Stakeholder Engagement is Becoming a Competitive Advantage

The strongest investor relations and corporate communications programs are increasingly centered on understanding stakeholder expectations, identifying emerging concerns, and creating ongoing dialogue with the people who influence long-term corporate success.

That means asking questions such as:

  • Are we hearing concerns before they become public?
  • Are our communications reinforcing the same strategic priorities across every audience?
  • Are we creating opportunities for meaningful engagement rather than simply delivering information?
  • Do stakeholders understand not only what we’re doing, but why we’re doing it?

Organizations that can answer ‘yes’ to these questions are often better equipped to navigate periods of scrutiny.

Preparation Extends Beyond Investor Relations

Preparing for stakeholder activism requires alignment across the organization. Investor relations, corporate communications, executive leadership, legal counsel, human resources and governance teams all play a role in shaping confidence.

Preparation may include:

  • Developing clear and consistent messaging around corporate strategy
  • Monitoring stakeholder sentiment and emerging issues
  • Training executives for difficult conversations and media interviews
  • Aligning internal and external communications
  • Establishing engagement plans for key shareholder groups
  • Creating response frameworks before they’re needed

Organizations that prepare collaboratively can respond more confidently and credibly when pressure emerges.

Looking Ahead

Stakeholder activism is unlikely to slow down. As expectations around transparency, governance, and corporate accountability continue to evolve, organizations will face increasing scrutiny from a broader range of stakeholders. The companies that respond most effectively will be those that have already invested in trust; trust built through consistent communication, meaningful engagement and a willingness to listen long before difficult conversations begin.

The Bottom Line

Stakeholder activism has evolved from an occasional governance challenge into an ongoing communications priority. Organizations that view engagement as a continuous process will be better positioned to maintain shareholder confidence, strengthen stakeholder relationships, and protect their reputations as expectations shift.

At Zenergy Communications, we help organizations align investor relations, corporate communications, and stakeholder engagement strategies to build credibility before it’s tested and communicate with confidence when it matters most.

How a company communicates with shareholders influences how it is perceived by the public. And how it is perceived by the public can shape investor confidence. The most effective organizations recognize this connection and ensure that their messaging is aligned across all audiences.

At Zenergy, we help organizations integrate IR and corporate communications so that strategy, performance, and positioning are expressed with clarity, consistency, and credibility.

Zenergy Communications
info@zenergycom.com

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GEO is Evolving: What Brands Need to Know in 2026

When we first explored the rise of AI-driven search in our SEO in the Age of AI blog series, much of the conversation focused on education and answered these fundamental questions: What is Generative Engine Optimization (GEO)? What does zero-click search mean? And how might AI change how people discover brands online?

One year later, the conversation has shifted.

AI-generated search is now actively shaping how people find information, compare options, and evaluate brands. According to BrightEdge, Google’s AI Overviews now appear in nearly half of all searches, while AI platforms such as ChatGPT, Claude, and Perplexity continue to gain popularity as alternatives to traditional search engines.

 

For brands, the question is no longer whether AI search matters. The question is: How do we ensure our brand is one of the few names AI systems choose to surface, summarize, and recommend?

SEO Still Matters – But Ranking Alone Is No Longer Enough 

Traditional SEO is far from obsolete. Technical performance, crawlability, structured content, and keyword relevance still matter. However, AI-driven search is changing what visibility actually means.

AI Overviews are appearing across an increasing number of searches, answering many users’ questions before they ever need to click through to a website. Research suggests that many AI-assisted searches now end without a click, meaning brands may technically appear in search results without ever becoming part of the final answer.

In other words, visibility does not automatically translate into selection. The brands most likely to appear in AI-generated responses are those that demonstrate authority, clarity, and consistency across multiple sources.s where GEO builds upon SEO. Rather than replacing traditional optimization, GEO expands it, shifting focus from simply being found to being understood, trusted, and confidently referenced.i

Brand Mentions Matter More Than Backlinks

SEO strategies heavily emphasize backlinks and domain authority but AI search appears to place increasing value on brand recognition across trusted sources.

An Ahrefs study examining thousands of brands found that unlinked brand mentions were among the strongest predictors of AI visibility. Why? Because generative search engines do not rank webpages in the same way traditional search engines do. They synthesize answers.

A claim made only on a company website may be interpreted as marketing. But when similar information appears consistently across media coverage, review platforms, industry publications, expert commentary, and third-party websites, it becomes easier for AI systems to treat those signals as credible.

This shift has important implications for communications strategy. PR, thought leadership, earned media, expert commentary, and industry visibility are no longer only as awareness tactics. They are also as discoverability strategies.

Brands that appear consistently across trusted environments are more likely to be surfaced in AI-generated search.and Mentions Matter

More Than BacklinksBrand Mentions Matter
More Than Backlinks

Generic Content is Losing Value 

The rise of AI has made content creation dramatically easier, and that is precisely the problem.

As more organizations publish AI-assisted content at scale, the internet is becoming saturated with material that sounds increasingly similar.

Audiences are beginning to notice. A recent Forbes Communications Council analysis points to growing signs of ‘AI fatigue,’ with audiences gravitating toward more original, human-centered communication. At the same time, platforms and search engines appear to be rewarding expertise, originality, and signals of human experience.

That might include:

• Original insights or opinions
• Lessons learned or behind-the-scenes experiences
• Proprietary research or data
• Specific examples, stories, or real-world context
• Thought leadership grounded in expertise

The implication is simple: AI can accelerate content production, but it cannot replace human perspective and experience.

Structure Matters More Than Ever

Creating strong content is only part of the equation. Brands also need to consider how content is structured.

AI search engines prioritize information that is easy to extract, summarize, and cite.

Content designed for AI visibility tends to share several characteristics:

• Clear answers to specific questions
• Strong headings and logical structure
• Shorter paragraphs and scannable formatting
• Definitions, summaries, or direct explanations
• Consistent language and terminology

Content also needs to be written for answerability, meaning it clearly answers specific questions upfront before expanding into deeper context.

The clearer and more structured your content is, the easier it becomes for AI systems (and people) to interpret and reference it. 

Highly technical language, vague messaging, and long, unstructured blocks of text are less likely to surface in AI-driven search. The best-performing content is often the clearest.

Looking Ahead

Organizations that more seamlessly integrate IR and PR into their communications strategy will be better positioned to build trust, strengthen market confidence and protect their reputation. Those that continue operating in silos risk creating confusion at precisely the moments when credibility matters most.

How a company communicates with shareholders influences how it is perceived by the public. And how it is perceived by the public can shape investor confidence. The most effective organizations recognize this connection and ensure that their messaging is aligned across all audiences.

At Zenergy, we help organizations integrate IR and corporate communications so that strategy, performance, and positioning are expressed with clarity, consistency, and credibility.

 

Zenergy Communications
info@zenergycom.com

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FuelCell Energy and Fit Energy Announce Strategic Agreement for up to 380 MW of Clean Power for Data Centers

Initial 30 MW delivery is expected to begin this year

DANBURY, Conn. and BOCA RATON, Fla., June 24, 2026 (GLOBE NEWSWIRE) — FuelCell Energy, Inc. (Nasdaq: FCEL), a clean energy technology company that manufactures utility scale power solutions, and Fit Energy USA LP (“Fit Energy”), a developer of reliable power solutions to support advanced computing infrastructure and artificial intelligence, today announced a strategic agreement for up to 380 megawatts (MW) of clean, baseload on-site power for data centers using FuelCell Energy’s utility-scale fuel cell technology. The agreement includes an immediate deposit for an initial 30 MW of power scheduled to begin delivery later this year.

“We are pleased to partner with Fit Energy on its development plans. We’ve engaged with a diverse range of prospective customers across the digital infrastructure landscape, and Fit Energy has distinguished itself through its commitment to ‘energy as a service’ power solutions that support both communities and the environment,” said Jason Few, President and CEO of FuelCell Energy. He added, “This agreement further validates our decision to scale our operations to 500 MW, preserving our ability to serve a broad and growing pipeline of customers.”

Joel Leonoff, CEO of Fit Energy, added, “Today’s announcement marks a critical step in building the power foundation required for the next generation of AI infrastructure. FuelCell Energy’s technology aligns with our growth objectives and our goal of delivering behind-the-meter power solutions to data centers at gigawatt scale.”

Under the arrangement, Fit Energy will be eligible to receive warrants tied to future deployment milestones of up to 380 MW. The warrant structure is designed to align long-term value creation with successful project execution and customer deployment.

Canaccord Genuity served as a financial advisor to FuelCell Energy Inc. on certain aspects of this transaction.

About Fit Energy

Fit Energy is an energy infrastructure company focused on long-term ownership of generation assets formed to deliver near-term, scaled energy solutions for the digital economy. The platform is designed to serve large power requirements through a hybrid model supporting behind-the-meter, microgrid and grid-connected structures ranging from fuel cell technology to natural gas turbines. Learn more about Fit Energy at www.Fitenergygroup.com.

About FuelCell Energy

FuelCell Energy, Inc. (Nasdaq: FCEL) is an American clean energy technology company delivering continuous, scalable baseload power for mission critical applications globally. The company’s fuel cell systems generate electricity directly at the point of use, enabling reliable, low emissions power for data centers, industrial facilities, utilities, and distributed generation customers. FuelCell Energy delivers commercially proven, modular, utility-scale systems—backed by global fuel cell deployments approaching one gigawatt. Learn more at www.fuelcellenergy.com.

Cautionary Language

This news release contains forward-looking statements within the meaning of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995 regarding future events or our future financial performance that involve certain contingencies and uncertainties. The forward-looking statements include, without limitation, statements with respect to the Company’s anticipated financial results and statements regarding the Company’s plans and expectations regarding the continuing development, commercialization and financing of its current and future fuel cell technologies, the Company’s business plans and strategies, the Company’s plan to reduce operating costs, the capabilities of the Company’s products, the Company’s potential sales pipeline, opportunities, and partners, and the markets in which the Company expects to operate. Projected and estimated numbers contained herein are not forecasts and may not reflect actual results. These forward-looking statements are not guarantees of future performance, and all forward-looking statements are subject to risks and uncertainties, known and unknown, that could cause actual results and future events to differ materially from those projected. Factors that could cause such a difference include, without limitation: general risks associated with product development and manufacturing; general economic conditions; changes in interest rates, which may impact project financing; supply chain disruptions; changes in the utility regulatory environment; changes in the utility industry and the markets for distributed generation, distributed hydrogen, and fuel cell power plants configured for carbon capture or carbon separation; potential volatility of commodity prices that may adversely affect our projects; availability of government subsidies and economic incentives for alternative energy technologies; our ability to remain in compliance with U.S. federal and state and foreign government laws and regulations; our ability to maintain compliance with the listing rules of The Nasdaq Stock Market; rapid technological change; competition; the risk that our bid awards will not convert to contracts or that our contracts will not convert to revenue; market acceptance of our products; changes in accounting policies or practices adopted voluntarily or as required by accounting principles generally accepted in the United States; factors affecting our liquidity position and financial condition; government appropriations; the ability of the government and third parties to terminate their development contracts at any time; the ability of the government to exercise “march-in” rights with respect to certain of our patents; our ability to successfully market and sell our products internationally; delays in our timeline for bringing commercially viable products to market; our ability to develop additional commercially viable products in the future; our ability to implement our strategy; our ability to reduce our levelized cost of energy and deliver on our cost reduction strategy generally; our ability to protect our intellectual property; litigation and other proceedings; the risk that commercialization of our new products will not occur when anticipated or, if it does, that we will not have adequate capacity to satisfy demand; our need for and the availability of additional financing; our ability to generate positive cash flow from operations; our ability to service our long-term debt; our ability to increase the output and longevity of our platforms and to meet the performance requirements of our contracts; our ability to expand our customer base and maintain relationships with our largest customers and strategic business allies; and our ability to reduce operating costs, as well as other risks set forth in the Company’s filings with the Securities and Exchange Commission, including the Company’s Annual Report on Form 10-K for the fiscal year ended October 31, 2025. The forward-looking statements contained herein speak only as of the date of this press release. The Company expressly disclaims any obligation or undertaking to release publicly any updates or revisions to any such statement contained herein to reflect any change in the Company’s expectations or any change in events, conditions or circumstances on which any such statement is based.

FuelCell Energy Contacts
Media Relations: kblomquist@fce.com
Investor Relations: ir@fce.com

Fit Energy Media Contact
Zenergy Communications
media@zenergycom.com

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Garnica and Genesis Products Showcase EverPly+ at IWF 2026

Collaborative innovation from Garnica and Genesis Products is redefining expectations for TFL-on-plywood performance

Raleigh, NC. – June 23, 2026 – Garnica, a leading manufacturer of premium sustainable plywood, and Genesis Products, a prominent supplier of decorative surface solutions, will showcase EverPly+ at IWF 2026, taking place in Atlanta, Georgia from August 25–28, 2026.

Developed through a collaboration between the two companies, EverPly+ is an advanced thermally fused laminate (TFL) on plywood solution engineered to deliver superior consistency, durability, and fabrication performance for cabinetry, closets, furniture, and interior applications.

First introduced earlier this year, EverPly+ combines Genesis Products’ expertise in decorative surface systems with Garnica’s sustainably-sourced, lightweight European poplar plywood core. The result is a decorative panel designed to help address longstanding challenges associated with traditional composite substrates, including thickness variability, weight, machining performance, and long-term durability.

While TFL is most commonly applied to particleboard or MDF, EverPly+ offers manufacturers a premium plywood alternative engineered specifically for decorative panel applications. Key performance benefits include:

  • Precise thickness accuracy for consistent fabrication and assembly
  • Lightweight performance, approximately 15% lighter than particleboard
  • Improved machinability and extended tool life due to a less abrasive core
  • Enhanced strength and moisture resistance compared to traditional composite substrates

The product has generated particular interest among frameless cabinet and closet manufacturers, where panel quality and fastening performance play a critical role in long-term durability. With frameless systems, hinges and hardware are attached directly to cabinet sidewalls, placing greater demands on the panel core. EverPly+’s multi-layer plywood construction provides exceptional screw-holding strength while maintaining the flatness and stability required for precise door alignment and modern, minimalist aesthetics.

“As manufacturers continue to look for ways to improve efficiency without sacrificing quality, we are seeing growing interest in panel solutions that deliver consistency throughout the fabrication process,” said Álvaro González, CEO of Garnica. “EverPly+ combines the precision and performance manufacturers expect with the sustainability advantages of responsibly sourced European poplar plywood.”

“EverPly+ reflects what can happen when decorative surface expertise and engineered plywood technology are developed in tandem,” said Jon Wenger, CEO of Genesis Products. “The response from cabinet, closet and furniture manufacturers has reinforced the demand for a solution that improves fabrication while expanding design possibilities.”

Visitors to IWF 2026 can experience EverPly+ firsthand at the Genesis Products booth (C1862) and learn how the solution is helping manufacturers improve fabrication efficiency, reduce waste, and achieve greater consistency across decorative panel applications

About Garnica

Garnica is a global leader in the production of innovative and high-quality plywood, designed to meet the needs of the most demanding customers. Rooted in a strong respect for nature, people, and the community, the company works with wood from sustainable and renewable sources to preserve ecological balance. With over 1,100 employees, Garnica operates a total of seven production centers in Spain and France, strategically located to the main poplar plantation basins in Europe. Additionally, it has three offices including its headquarters in Logroño (La Rioja), support offices in Madrid, Spain and Raleigh in the United States. To strengthen its international presence, Garnica opened a warehouse in Savannah, US in 2024.

About Genesis Products

Genesis Products is a leading supplier of laminated panels, wood components and custom molded solutions serving OEMs across a growing spectrum of industries including RV, Manufactured Housing, Building Materials, Healthcare, Office & Education, Cabinet & Storage, Furniture, Transportation, and Heavy Truck.

 

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Media Contact:

Zenergy Communications

media@zenergycom.com

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Why 2026 Belongs to the Adaptable

If the last few years have taught business owners anything, it’s this: resilience is no longer optional, it’s a survival skill. Somewhere between supply chain chaos, tariff whiplash, labor shortages, and everyone suddenly becoming economists overnight, business owners have developed an entirely new level of endurance… and possibly a slightly unhealthy relationship with coffee. I certainly count myself in that group.

Like many people, I’ve navigated difficult seasons both personally and professionally including financial pressure, career setbacks, family challenges, uncertainty, loss, and major life pivots. None of those experiences were easy at the time, but each one sharpened my instincts that have become invaluable in business. They taught me how to adapt quickly, problem-solve under pressure, stay calm during in times of big unknowns, and keep moving forward even when the roadmap suddenly changes. Honestly, that mindset may be one of my greatest business assets.

What feels different now is that the conversation is slowly shifting from crisis management into something more strategic: opportunity management. That shift matters. There were moments throughout my career where the ‘right next step’ looked obvious on paper and nearly impossible in reality. Experience taught me that leadership is not just about making calm, practical decisions. It’s also about helping teams build endurance, perspective, and creativity so the business can continue to progress, even when conditions are far from ideal.

That’s where I believe this year is separating companies into two groups: those waiting for perfect clarity and the ones willing to move, test, adjust and then adapt— even imperfectly. The latter, I believe, will begin building momentum, turning small advantages into meaningful progress.

Practically speaking, that may look like:

·        Scenario-planning around tariffs and economic shifts instead of hoping conditions stabilize

·        Using AI to create operational efficiencies and reduce costs, not simply to appear ‘modern’

·        Tightening cash flow visibility while lending and credit remain cautious

·        Treating marketing and digital presence as essential business infrastructure, because most clients meet your business online long before they ever make a phone call.

The challenges ahead are still very real. But optimism in 2026 doesn’t mean pretending those challenges don’t exist. It means having the confidence, adaptability, and right people around you to move forward anyway. Preferably with a strong team, a clear message, and perhaps…just one more cup of coffee.

Michelle Steele

At Zenergy, we help brands align strategy, messaging, and market presence to strengthen credibility and support long-term growth.

Zenergy Communications
info@zenergycom.com

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Why Investor Relations and Public Relations are no Longer Separate Disciplines

For many years, investor relations (IR) and public relations (PR) operated as distinct functions within organizations.

IR focused on shareholders, analysts, and the financial community while PR was responsible for media, customers, employees, and the broader public. Each discipline had its own objectives, messaging, and metrics.

That separation is increasingly difficult to maintain, and organizations can no longer afford to communicate in silos.

Today, earnings releases are covered by the media within minutes, investors follow company headlines in real time, employees monitor executive commentary online, and stakeholders across audiences are often reacting to the same information at the same time. What a company says to shareholders can quickly influence how it is perceived by customers, employees, regulators, and the public. As a result, IR and PR are no longer separate communication tracks. They are increasingly interconnected parts of a company’s overall reputation and value story.

A More Transparent Communication Environment

Historically, IR materials were directed toward a specialized audience familiar with financial, operational and market terminology while PR, by contrast, focused more broadly on reputation, storytelling, and stakeholder engagement. But digital communication has changed that dynamic. Information now moves quickly across platforms, audiences and contexts. A quarterly earnings message may be picked up by the media, shared internally, discussed on social platforms and referenced by customers or partners. The audiences may differ, but they are all drawing conclusions from the same pool of information.

When messaging differs too significantly across stakeholder groups, inconsistencies become visible quickly.

Why Consistency Matters

The way an organization communicates with shareholders should align with how it communicates externally. Of course, different audiences require different levels of detail and context. Investors may need more financial and operational specificity, while media, employees and customers may focus on broader implications. The core story should however remain consistent.

Questions such as the following should be answered similarly across all communications:

•  What is the company’s strategic direction?

•  What differentiates the organization?

•  What risks and opportunities are shaping the business?

•  How is management creating long-term value?

If a company tells one story to investors and another to the public, stakeholders notice. When messaging appears inconsistent, credibility suffers.

Reputation and Valuation are Increasingly Linked

A company’s valuation is influenced not only by financial performance, but also by perceptions of leadership, governance, ESG performance, innovation and strategic clarity. PR helps shape these perceptions. IR reinforces them with data, context, and performance indicators.

When both disciplines are aligned, organizations can:

•  Strengthen trust among investors and analysts

•  Improve understanding of corporate strategy

•  Reduce uncertainty during periods of change

•  Respond more effectively to issues and crises

•  Build a stronger and more resilient reputation

Together, IR and PR create a unified narrative that supports both market confidence and stakeholder trust.

What Integration Looks Like

Integrating IR and PR does not mean merging the two functions entirely. Each has a distinct role, audience and regulatory context but they should operate from a shared understanding of the company’s strategy, priorities and positioning.

Leading organizations increasingly coordinate around:

•  Shared corporate messaging

•  Cross-functional planning

•  Unified executive talking points

•  Integrated communications calendars

•  Collaborative issue and crisis response

This approach helps ensure that all stakeholders receive messages that are consistent, credible, and strategically aligned.

Looking Ahead

Organizations that more seamlessly integrate IR and PR into their communications strategy will be better positioned to build trust, strengthen market confidence and protect their reputation. Those that continue operating in silos risk creating confusion at precisely the moments when credibility matters most.

How a company communicates with shareholders influences how it is perceived by the public. And how it is perceived by the public can shape investor confidence. The most effective organizations recognize this connection and ensure that their messaging is aligned across all audiences.

At Zenergy, we help organizations integrate IR and corporate communications so that strategy, performance, and positioning are expressed with clarity, consistency, and credibility.

 

Zenergy Communications
info@zenergycom.com

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Toronto’s Most Unforgettable Open-Air Film Festival Returns to the Distillery Historic District

Patrick Dempsey and Ornella Muti headline ICFF’s 15th Anniversary edition, as the Lavazza IncluCity Festival brings a month of open-air cinema, exhibitions and special events back to Toronto.

TORONTO, June 2, 2026 — The Lavazza IncluCity Festival, presented by Rogers, returns to the Distillery Historic District from June 25 to July 19, 2026, for a milestone 15th Anniversary edition headlined by two internationally celebrated screen icons: Patrick Dempsey and Ornella Muti.

Patrick Dempsey will be Guest of Honour at the prestigious ICFF Closing Gala on July 17. An award-winning actor and Golden Globe and Emmy nominee, Dempsey is one of the most recognized and admired talents in international entertainment. He currently stars in the new hit series Memory of a Killer, following a career that has captivated audiences worldwide through his iconic role in Grey’s Anatomy and celebrated performances in Can’t Buy Me Love, Enchanted, Ferrari and Dexter: Original Sin. His presence at ICFF marks one of the major highlights of this anniversary edition.

Italian cinema legend Ornella Muti will join closing festivities at the Distillery on July 19, appearing in a dedicated conversation and attending the Canadian premiere of Brunello: The Gracious Visionary, directed by Academy Award winner Giuseppe Tornatore.

The cobblestone streets of Toronto’s Distillery District will be transformed into an outdoor cultural village, where international cinema, live entertainment, visual arts and culinary experiences come together on ICFF’s signature open-air couches.

Launching as part of the festival is AiRTIFICIAL VISIONS, presented by Rogers, an immersive exhibition at Illuminarium exploring the intersection of human creativity and artificial intelligence, in partnership with TMU. Fashion Frames, presented by the Istituto Italiano di Cultura, will complement the visual arts program with iconic costumes from Italy’s most prestigious designers and the golden age of Italian cinema.

Film premieres from more than 20 countries will be presented across the festival stages, including a Focus on China and an appearance by Opening Night guest Yaxi Liu, lead actress of Gabriele Mainetti’s The Forbidden City.

Italian cinema also takes centre stage through Italian Screens, promoted by Italy’s Ministry of Foreign Affairs and International Cooperation and DGCA-MiC, coordinated by Cinecittà and conceived by Roberto Stabile, Head of Cinecittà’s International Department.

ICFF will celebrate the summer of soccer with watch parties at Spirit Theatre and a dedicated Soccer Film Series.

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