Category: Uncategorized

The Power of a Solid PR Campaign

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

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

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

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

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

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

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

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

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

#FGFStory

Influencer Raises $70K in Tips for Airport Pianist

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

What We’re Reading + Listening To

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

Big Brands Piloting Twitter’s New eCommerce Features

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

#FunFact

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

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

Spaces Wanted!

Washington Metro Area

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

Southern Florida

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

Toronto

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

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

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

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

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

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

IF YOU’RE A MATCH CONTACT US!

Virtual Shopping Features Take Flight

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

Brands Wanted!

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces in Toronto:

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

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

Move-in-ready for events or retail! Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

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

New space in Calgary:

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

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

#TrendAlert Faux Leather is Now a Luxury Material

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

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

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

Pop-Ups in Action

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

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

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

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

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

Building a B2B Community

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

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

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

Infographics

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

#FGFStory

Grandpa’s Texts to Granddaughter get 6.8M Tiktok Views

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

What We’re Reading

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

Once Upon a Time…Social Stories

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

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

Need help with your social media creative? Contact us!

#FunFact

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

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

Spaces Wanted in #Toronto

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

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

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

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

IF YOU’RE A MATCH CONTACT US!

Foot Traffic Ramps Up Across North America

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

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

Brands Wanted!

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces in Toronto:

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

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

Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Four Trends Impacting Retail Marketing Strategies

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

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

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

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

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

Pop-Ups in Action

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

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

#FunFact

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

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

The Era of Adaptation

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

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

The Importance of Combining Print and Digital Campaigns

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

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

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

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

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

#ClientNews

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

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

#FGFStory

Fish Fly from Planes into Utah Lakes

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

What We’re Reading

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

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

Consumers are turning their social media attention toward niche platforms tailored to specific, like-minded audiences. Brands are following suit to connect with them and sell products to niche audiences who are genuinely interested. Examples include Stage 32 for the entertainment industry and Figure 1 for medical professionals. Brands should explore these platforms with social listening and then interact with valued content.Apple’s upcoming privacy changes, including Hide My Email and Private Relay, will make opt-ins more valuable and may complicate already strained efforts to reach target users on iPhones. Apple’s iOS 15 software will give their customers several ways to limit or prevent data-sharing. The planned changes, earmarked to launch this fall to coincide with new device announcements, will force marketers to develop alternative ways to find potential customers and engage with existing ones. A key strategy will be to position themselves as direct-to-consumer (DTC) brands that gather first-party data from consenting customers.

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

Twitter is Ending Fleets

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

Learn more about how social videos can help you gain followers. Contact us!

 

Brands Looking for Spaces

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Montreal: A private chef is looking for an Old Port location with a terrace.

New York: A beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq. ft.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storage, and be air-conditioned.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto: We’re searching for a +/- 2,500 sq. ft. space in Toronto’s Yonge/Eglinton or Queen Street West areas for a pop-up activation.

Toronto / Vaughan: A food brand is looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto, or Vaughan during the summer months.

IF YOU’RE A MATCH CONTACT US!

Boost Website Visitors via Social Media

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

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

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

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

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

Muskoka, Ontario: Back-of-house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a new pop-up initiative.

Toronto: Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Toronto: Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

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

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

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

Pietro Beccari, CEO, Dior

Retail Salespeople are Transforming Themselves into Social Influencers

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

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

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

Pop-Ups in Action

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

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

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

Developing the Best Evergreen Content

Evergreen posts are those that experience continuous visits, and keep driving traffic over the years, building the foundation for optimization efforts. A few strong pillar blog posts, aligned with key topics in your industry, can help make your website the key go-to, maximizing both branding and discovery performance. Developed from analyzing 3.65 billion posts, this new infographic showcases insights on creating evergreen content. The most effective evergreen content features headlines with the words “best,” “guide,” “data” and “reasons,” and creative recommendations include validating content with research, trend data as well as collaborating with influencers.

Check out the infographic.

 

Since it was made commercial in 1995, the internet has become home to roughly 400 million active websites. However, with such a vast assortment of websites to choose from, surfers would have been lost without a way to search. Platforms to pinpoint the digital content they are looking for, known as search engines, were developed to solve this issue. With millions of web pages battling to be the answer to consumers searches, what can businesses do to strategically position themselves at the top of the list? The answer is Search Engine Marketing or SEM.

Visit our blog to learn more about how to master SEM for your business. 

#FGFStory Architects Compile a Catalogue of Ideas for Rooftops

From green roofs, solar installations, and sky-high farms, rooftops are slowly becoming more than just a way to protect a building. The city of Rotterdam commissioned an architectural firm to create a catalogue of ideas for rooftops and they came up with 130. Designs cover everything from tiny houses and urban campsites, classrooms, athletic fields to hubs for delivery drones, parking and landing space for air taxis. They’re not all utilitarian, however, and include a green maze, a tropical palm conservatory, and — one of our favorites — the super hammock, a gigantic net suspended between rooftops, creating an aerial playground for adults and children alike.

What We’re Reading

• Embracing body positivity, Pinterest bans all weight-loss ads
• Kraft Heinz revives What’s Cooking as a digital platform for chefs
• Nearly half of Canadians have rethought their values
• Back-to-school shopping could reach nearly $33B: Deloitte
• Dollar General is trying to get healthier by hiring its first chief medical officer
• The rise of the omni-associate: Apple is the latest company to test hybrid retail worker schedules

What Apple’s iOS 15 Means for Marketers

Apple’s upcoming privacy changes, including Hide My Email and Private Relay, will make opt-ins more valuable and may complicate already strained efforts to reach target users on iPhones. Apple’s iOS 15 software will give their customers several ways to limit or prevent data-sharing. The planned changes, earmarked to launch this fall to coincide with new device announcements, will force marketers to develop alternative ways to find potential customers and engage with existing ones. A key strategy will be to position themselves as direct-to-consumer (DTC) brands that gather first-party data from consenting customers.

Learn more about how social videos can help gain followers. Contact us!

Food & Beverage Brands find Tiktok Recipe for Success

Food and beverage companies are reaping rewards on TikTok with short, visual recipe and product developed by brands and influencers. They’re quickly gaining followers and sparking new product ideas leading to sales. For example, Nutter Butter amassed 1.6 million TikTok likes for its unique recipes, user-generated content, and responses to viral recipes, while IHOP is tapping the platform’s mini pancake cereal trend with its new Panflakes cereal.

Learn more about how social videos can help gain followers. Contact us!

Brands Looking for Spaces

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Montreal: A private chef is looking for an Old Port location with a terrace.

New York: A beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq. ft.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storage, and be air-conditioned.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto: We’re searching for a +/- 2,500 sq. ft. space in the Toronto’s Yonge/Eglinton or Queen Street West areas for a pop-up activation.

Toronto / Vaughan: A food brand is looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto, or Vaughan during the summer months.

IF YOU’RE A MATCH CONTACT US!

Eight Core Elements Needed to Succeed in Personalization

To start personalization activities, retailers need to test and learn while building multidimensional intelligence on customers over time. The following will help to develop an effective personalized experience to differentiate retailers, increases the average spend with the most loyal customers, and ultimately boosts retailers’ top and bottom lines.

• Data management. Develop a multidimensional view of the customer to serve as the backbone of analytics. Quality should take precedence over quantity (having the right data is more important than having extensive data).
• Customer segmentation and analytics. Segment customers, identify value triggers, and score customers accordingly.
• Playbook. Create a library of campaigns and content that can be matched with customers.
• Decisioning engine (campaign coordination). Develop a multichannel decision engine to prevent conflicting messages and drive maximum value per touchpoint.
• Cross-functional team. Assemble a cross-functional, co-located team to manage weekly deployment in a test-and-learn culture for faster results.
• Talents, capabilities, and culture. Secure the right capabilities and talent, often begun by setting the right ambition in leadership.
• Technology enablement. An optimized technology platform can be complex; start with an existing platform and squeeze value from it first.
• Test and learn. Don’t wait for perfection; get started and improve over time with analytics.

Need help creating a personalization strategy? CONTACT US!

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

Muskoka, Ontario: Back-of-house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a new pop-up initiative.

Toronto: Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Toronto: Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

#FunFact

China will surpass US$350 billion in retail social commerce sales, eclipsing the almost US$37 billion the US will see from such sales, by the end of this year. That means consumers in China will spend about 10 times more on social commerce purchases than their US counterparts will. Source: eMarketer

IF YOU’RE A MATCH CONTACT US!

Pop-Ups in Action

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

• Popular La Cocina chefs are selling food out of a new pop-up shop in San Francisco
• New pop-up shop ‘Petphoria’ opens at Hilldale
• A new pop-up record shop is giving away free vinyl in London
• Jujutsu Kaisen Pop-up Shop Opens at Osaka
• Bud Light pop-up barber shop to offer free hair dye if England beats Italy
• Pop up partnership: Lively Athletics and OP Brewing

The pink sand of Pink Sands Beach on Harbour Island the Bahamas comes from Foraminifera, a microscopic marine animal with a bright pink or red shell.

Since it was made commercial in 1995, the internet has become home to roughly 400 million active websites. Whether for personal purposes or commercial efforts, the internet offers countless platforms for user consumption. However, with such a vast assortment of websites to choose from, surfers would have been lost without a way to search. Various search engines, such as Google and Bing, have been developed to solve the inability to pinpoint the digital content users are looking for on the internet. With millions of web pages battling answer consumers searches, what can businesses do to strategically position themselves at the top of the list? The answer is Search Engine Marketing or SEM.

What is SEM?

SEM is a digital tactic employed by businesses to influence search engine results and increase specific website visibility. Once used as an umbrella term for both organic and paid organic traffic, SEM has now shifted to specifically reference ads, with search engine optimization (SEO) used for unpaid content. While SEO is the process of creating content to appeal to the complicated algorithms used by search engines, SEM is a more direct approach in which businesses use a combination of monetary bidding and carefully-curated content to win high rankings on search pages. SEM can be employed on various search engines however, Google dominates due to the resounding popularity of the platform and the size of its Ads services – roughly 2x greater than the next highest competitor, Bing. With the majority of a website’s traffic deriving from search engine results, businesses need to leverage SEM as a tool to increase visits and drive leads. Furthermore, one of the most prominent advantages of SEM, for both B2B and B2C companies, is that it places businesses directly in front of motivated customers at the exact moment they are seeking a product or service.

 

How to do SEM well:

It is imperative to understand the way SEM works. SEM is not as simple as purchasing the prime spot in search results, there are many practices and trends that businesses should follow to achieve success. In essence, these campaigns leverage carefully-developed keywords to associate ads with search queries. Companies should begin by identifying the prominent keywords that relate to their business and the search queries they want to appear for. To do so, careful website evaluation is critical as is a review of popular keyword data to then draft ad text and prepare for the bidding process.

SEM bidding relates to the monetary aspect of this equation and refers to the auction whereby businesses set the price they are willing to pay for clicks on their ads. After companies identify their targets, budgets are allocated according to which keywords are most relevant and drive the most traffic. However, unlike a real auction, the highest bidder isn’t guaranteed the winning result; quality also carries weight. For Google, ad ranking is influenced by the Quality Score (QS) it receives. The QS is comprised of two main characteristics: the ad’s click-through rate (CTR), which is determined by the ratio of people who see the ad versus who click it, and its quality alongside the landing page, which is the website that users arrive at when engaging with an ad. Ultimately, with these characteristics, the QS should be regarded as how useful the ad is to whoever searched the keywords. With this in mind, to achieve success through SEM and maximize ROI, companies must ensure that their ads and landing pages are high quality and highly relevant to the keywords against which they choose to promote.

To contextualize the process of SEM, below is an example of a Best Buy Google ad campaign for cameras.

 

 

By targeting specific and focused keywords, selecting the appropriate landing page, and ensuring the ad was relevant to targeted consumer searches, Best Buy was successful in increasing their visibility.

Where is SEM heading?

By following these best practices, any business can compete with the best of the best. But to gain a competitive edge, one should consider SEM trends. As we work our way through 2021, there are many emerging consumer behaviors that will ultimately impact the future of SEM. Here are two observed trends that marketers should consider as they approach SEM in 2021:

1. Optimizing for Voice Search

According to Google, approximately 20% of search queries on tablet and mobile devices were made using voice searches through technology such as Google Home, Apple’s Siri, and Amazon Echo, in the past year. 65% of users cite that this search method plays an essential role in their everyday lives. In 2021, studies have shown that up to 70% of searches will be completed by voice (GeoMarketing). This will lead to searches being conducted by conversational tone and long-tail keywords that often accompany voice dictation. As a result, marketers must adjust their strategies to incorporate more natural language – paying less attention to what user search for and more to what they ask.

2. The Rise of Videos

With the recent growth and emphasis on streaming services, it is projected that video content will hold great power in 2021 and beyond since consumers would much rather watch a video than read text (SEM updates). According to Cisco, by 2022, online videos will comprise greater than 82% of all consumer internet traffic. To take advantage of this trend in SEM efforts, it’s recommended to embed ‘how to’ or product promotion videos within web pages to drive traffic, improve their CTR and increase QS.

For businesses looking to enhance their digital results through SEM, it’s important to have a plan. While SEM can be conducted on self-serve platforms such as Google Ads and Bing Ads, many businesses wisely choose to hire an agency such as Zenergy Communications to develop the best overall strategy, confidently select the strongest keywords, and allocate appropriate budgets. With 18 years of experience delivering success for clients, Zenergy can assist in planning, executing, and monitoring SEM campaigns. While the internet may be a vast place, through SEM, businesses can make sure they don’t get lost in the chaos.

Interested in learning more about how SEM can benefit your business?
Send us an email at: info@zenergycom.com.

Written by TORI BURROWS for © Zenergy Communications (North America) Inc.

Marketing Plan Refresh – Staying Contemporary

With ever-changing consumer behaviors, emerging communications channels, and access to a plethora of analytical data, there is no better time to refresh your marketing plan. Whether you’re a start-up, a company on the rise, or an established voice, never stop innovating. Here are some elements to consider when revisiting your marketing plan:

• Identify the pain point of your target audience and alter your messaging to ensure you address it.
• Evaluate if your unique selling proposition (USP) has changed or shifted slightly.
• Adjust your messaging on social media to match each platform’s audience and use A/B testing.
• Decide how you’re going to analyze the merits of your new strategy by establishing metrics for measuring success.
• Re-evaluate roles and allocate responsibilities to minimize roadblocks or unforeseen issues.

Based on your review of the above, you may need to alter your marketing mix or even overhaul your messaging.

Need help auditing your marketing plan? Contact us!

Quantum Marketing – A Fifth Marketing Paradigm?

Artificial intelligence, augmented and virtual reality, and wearables are some of the advances driving a fifth marketing paradigm according to Mastercard’s CMO Raja Rajamannar’s new book Quantum Marketing.
Rajamannar describes the four historical paradigms of marketing and contends that the industry is now hurtling into its ‘fifth paradigm.’  He suggests that MARCOM practitioners need to prioritize new technologies, plus have a broad command of PR, data, and finance, to navigate in today’s business world. He argues that in this new paradigm, the concept of loyalty is dead, and the very notion of a brand requires a complete re-imagination.   Check out the interview for more insights.

#FGFStory Wonder Tree is a Game-Changer for Rainforest Agriculture

There is a ‘wonder tree’ in Honduras that’s creating organic farming livelihoods, climate resistance, and giving hope to farmers in the Central American nation and abroad. The Inga family of trees, when planted in an agroforestry alley model, has given rural farmers the opportunity to use regenerative farming methods rather than the historical slash and burn methods.
This revolutionary Inga alley is hoped to reduce traditional agriculture practices, which contribute 73% of greenhouse gas emissions from the developing world’s agriculture. Additionally, the Inga alleyways are allowing farmers to add cash crops, generating more revenue for farmers.

What We’re Reading

• Take Steps Now to Further Your Brand’s Future on LinkedIn
• Opinion: Why Can’t a Brand’s Purpose Just be a Product that Works?
• Doritos Gives Platform to Black Creators with $5M Commitment
• Decathlon’s ‘Non-Behemoth’ Ethos in Canada
• Google Launches Food Insecurity Site, SNAP Benefits Search Tool
• What Apple’s iOS 15 Means for Marketers
• Pop-Up Shops Can Help Revitalize Hard-Hit Business Districts and Main Streets

Video Virality

Entrepreneurs and content creators wait for that moment when their videos go viral. But going live requires persistence and a few other key elements to get that extra boost for desired viral growth.
To boost your chances of going viral, keep these tips in mind:

• Post across social media platforms.
• Make your content relatable and relevant.
• Be more authentic – elicit emotions, talk to people, tell stories.
• Find the right audience.
• Follow influencers.
• Approach social media like an extension of your brand.
• Evaluate your results.
• Repeat and adjust.

Need help developing videos for social media? Contact us!

Report: Focus More on Facebook

Facebook is criticized on many fronts. However, its importance for brands is undeniable. According to a Sprout Social survey detailing consumer and marketer trends on social media, nearly 80% of consumers select it as their go-to platform to follow brands and it tops the charts as the most-used platform (87%). Furthermore, consumers following a brand on social have a remarkably high level of conversion (91%) and who said they are likely to visit its website or app.

 

 

Why do these findings matter? They serve as a reminder to revisit Facebook as a platform to drive business despite the buzz about newer platforms like TikTok and Clubhouse.

 

Brands Looking for Spaces

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Montreal: A private chef is looking for an Old Port location with a terrace.

New York: A beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq. ft.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storage, and be air-conditioned.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto / Vaughan: A food brand is looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto, or Vaughan during the summer months.

IF YOU’RE A MATCH CONTACT US!

Hyper-Personalizing Customer Engagement in Retail – Collect Data + Categorize It!

Brands can no longer differentiate themselves on product and price alone, as 75% of all consumers are more likely to make a purchase from a company that knows their name, their purchase history, and recommends products based on their preferences (Source: Accenture Interactive). For retailers, this one-to-one approach to engaging their customers is no longer optional, it is imperative to remain competitive. Start collecting data and implement methods to categorize the engagements by the objective of the interaction i.e., conversations about a repeat purchase, product questions, or support). These classifications can help you determine where to build self-service workflows, such as automated chat replies, and can assist when training your staff. Top tips:

• Categorize engagements into groups across all channels.
• Listen to the conversations.
• Identify customer sentiment, learn how they are relating to your brand, and find out what their thoughts are on their experience.

Next week, we’ll discuss the power of using your categorized data to deliver personalized engagement.

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

Muskoka, Ontario: Back-of-house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a new pop-up initiative.

Toronto: Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Toronto: Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

#FeaturedSeeker – Brand Seeks Toronto Space

We’re searching for a +/- 2,500 sq. ft. space in Toronto’s Yonge/Eglinton or Queen Street West areas for a pop-up activation. Let us know if you have a space that fits the bill and we can bring your vacancy to life with exciting pop-up opportunities!

IF YOU’RE A MATCH CONTACT US!

#TrendAlert – Swimwear

The global swimwear market, which was worth more than $16 billion in 2020, and is expected to grow to about $21.4 billion by 2025, according to market research firm Euromonitor International. Statista is anticipating the market will be even bigger, as much as $29.1 billion by 2025.

Want to take advantage of this trend with a pop-up? CONTACT US!

Pop-Ups in Action

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

• Netflix Launches 90s Themed Pop-Up Stores in London, Brighton & Newcastle Inspired by Horror Film Trilogy FEAR STREET
• The Best Pop-Up Shopping Destinations of Summer 2021
• Louis Vuitton Opens New York Pop-Up
• Porsche Korea Opens the First ‘Porsche NOW’ Pop-up Store on Jeju Island
• Celebrate ‘Space Jam: A New Legacy’ with the New Bloomingdale’s Pop-Up Shop
• A Dolce & Gabbana Mobile Pop-Up is Headed to the Hamptons
• Watches of Switzerland Debuting Airstream Pop-up Shop in the Hamptons
• Dickies Launches Immersive Pop-Up Shop with Fred Segal in Los Angeles

“Freedom lies in being bold.”Robert Frost

#CanadaDay #July4

State of Marketing Report 2021

HubSpot’s 2021 State of Marketing Report has revealed this year’s top marketing findings including ranking video at the top spot for content delivery and social media as the number one outreach channel. Leverage these findings for brand awareness by creating social media videos that appeal to your target audience and make sure to use the appropriate platform to reach them.

 

 

Need help developing a social media content strategy? Contact us!

The Results Are In!

Our #FGF readers have extreme views when it comes to wearable tech, but we love this diversity! Almost 30% of our readers just cannot live without their wearable tech while just under 24% said that they would never use wearable tech.

#FGFStory Meet Mr. Trash Wheel

Mr. Trash Wheel can be seen in Baltimore’s Inner Harbor where he gobbles up 15 tons of trash every day. He rotates based on power drawn from the river’s current and if not enough electricity can be generated, the wheel uses solar energy. The idea has been so successful that several other cities are building their own versions. Coming soon to the Gwynns Falls River in Maryland is Gwynda the Good Wheel of the West, while Oakland, California is building one called Trasharella.

Toronto FGF Readers

Free Tickets to ICFF’s Canada Day Screening of Peace by Chocolate
In celebration of Canada Day, the ICFF’s Lavazza Drive-In Festival alongside the City of Toronto’s DriveInTO program are offering a select number of tickets free to the screening of the Canadian film Peace by Chocolate on July 1. Zenergy’s PR team is thrilled to be working with the ICFF in promoting the film festival. Get your free tickets.

What We’re Reading

• Business leaders need to map out strategies for the next five years
• The Apple Watch is getting ready to replace your wallet and keychain
• PODCAST: Digital expectations in a physical world
• What does hybrid-office style look like?
• Scientists Have Figured Out How to Instantly Cure Hiccups
• Microsoft is getting back into physical retail — sort of
• Toronto Brand Launches An AI-Designed Collection

Payments Have Evolved.

Customers want to choose how they pay. Payment methods are becoming an increasingly influential aspect of the customer journey. When used correctly, the right payment methods can increase, help retention, and improve customer experience.
Here are some findings from a recent survey by Podium:

• 25% of customers will abandon a transaction if their preferred payment methods are not offered.
• 75% of consumers say the changes to their preferred payment methods due to COVID-19, like contactless payments, are likely to stay.
• Customers increasingly prefer digital payment options—including website payments, mobile wallets, direct pay platforms, and text links.

Why do these findings matter? They indicate that businesses must meet new consumer expectations and they need to rethink the role of payments in their customers’ journey.

In 2020, a whopping 83% of decision makers reported double-digit growth in digital revenue, versus 9% the year prior.(Source: Bloomreach)

This is not a moment to let pass you by. Need help with your ecommerce website? Contact us!

 

Brands Looking for Spaces

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Montreal: A private chef is looking for an Old Port location with a terrace.

New York: A beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq. ft.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storag,e and be air-conditioned.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto / Vaughan: A food brand is looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto, or Vaughan during the summer months.

IF YOU’RE A MATCH CONTACT US!

Canadian Retail Market Demonstrates Resilience

Despite repeated lockdowns across the country, the Canadian retail market has demonstrated resilience as evidenced in JLL’s Canada retail insights – Spring 2021. Additionally, RENX.ca has stated that there is a growing development opportunity in urban markets and that residential densification is strong across the country. Well-located properties with good covenants and strong cash flows are selling or leasing quickly. The retail industry has always embraced change and realized success that can come from innovation, which why it has historically remained so economically strong.

Landlords and Brands: Take advantage of new pop-up trends and opportunities! CONTACT US!

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

Muskoka, Ontario: Back-of-house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a new pop-up initiative.

Toronto: Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Toronto: Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

• Read about recent and upcoming pop-ups and pop-ins that we love.
• San Leandro, California’s Bayfair Center Launches Pop-Up Program
• Apparrallel Pop-Up Opens in Downtown Detroit 
• Salt & Sundry Is Launching a Bethesda Pop-Up
• Silent Bob is opening a Mooby’s pop-up food shop in Toronto
• again&again Launches a Pop-In at the Owner’s Favorite Deli in NYC
• Mama-Tee’s Effort to Combat Food Insecurity During Pandemic Expands into Pop-Up Grocery Store
• The Pop-Up Shops in London That You Definitely Won’t Want to Mis

The waves in Nazaré, Portugal recorded a Guinness World Record as the biggest waves surfed, with a wave height of 78 ft. (23.7m).

How PR is Playing a Crucial Role in the Evolving B2B Landscape

B2B companies face fierce competition in securing customers, partners, employees, and investors and that battle has pushed them to rethink elements of their communications strategy. One of the most critical tools for any B2B company right now is third-party validation. Potential customers want to hear what current clients have to say about them and one of the most powerful PR stories is one recounted.

#FunFact

A recent study by ON24 shows that two-thirds of marketers polled are finding the most success by changing their communication style and messaging.

Need help with your PR outreach? Contact us!

#ProTip

A press release may announce a product launch or major event, but it’s the unique pitches to reporters crafted by PR specialists that will secure the stronger stories.

Are Zoom Negotiations Here to Stay?

Work-from-home policies, travel restrictions, and a redefining of the buyer-seller relationship in an era of technological advancements all point to a reduction of face-to-face supplier interactions. As the post-pandemic workplace evolves, video conferencing platforms like Zoom will continue to be the tool used for enhanced supplier communication. But how do you negotiate via video? Here are some tips:

• Build a wide-scale video presence with critical suppliers. Expand video meetings to include logistics, operations, planning, and field representatives.
• Take control of the negotiation process. Buyers should be the ones organizing the meetings, creating agendas, and driving the discussion.
• Get back to business. Recovering from the pandemic-driven downturn is dependent on overcoming constraints in the supply chain and that’s where effective management is critical. Negotiation is more important than ever.

#FGFStory Feline Cat Burglar Story Resonates with Cat Lovers

Oregon resident Kate Felmet put up a sign that said: “MY CAT IS A THIEF” in an effort to return gloves, hats, and other items stolen by Esme, her black feline. A photo of the sign next to a clothesline where Esme’s booty was hanging for neighbors to retrieve went viral with over 45 million likes on Twitter, sparking other pet owners to chime in with their own tales of cat burglars they’ve known and loved.

What We’re Reading

• Molson Coors’ CEO has a bold plan to ‘fundamentally change’ the beer maker. But will it work?
• “The Netflix of Wellness”: Inside the Hollywoodization of Peloton
• What a vegan nugget reveals about McCain’s investments
• Unilever expands initiative combating stereotypes as brands contend with ‘cancel culture’
• Bill Gates shares the 5 books he’s reading this summer
• Victoria’s Secret is (finally) trying to get women’s attention
• Pop-ups get the red carpet treatment from LI mall landlords

Driving Growth with Social Listening

Social listening is the process of monitoring social media channels, news, blogs, forums, and the rest of the web for mentions of your brand, competitors, product, or any other keyword.  Here are some reasons why social listening matters:

• It focuses on the online world.
• It’s budget-friendly.
• It’s multi-functional.

Social listening can help with market research, finding influencers, ensuring perfect customer service, finding outlets for PR, and link-building opportunities for SEO. It increases brand awareness, finds leads, finds online conversations to join in, increases engagement, and helps with researching competitors.

Need help with your social listening? Contact us!

“Part of social listening’s allure is the ability to learn what consumers are thinking in real-time.” Tara Weiss, Adweek

Podcasts are Coming to Facebook

Facebook is planning to start rolling out its podcast product at the end of June and eventually add a feature that will allow listeners to create clips from their favorite shows. This update comes as Facebook begins a legitimate push into audio. Mark Zuckerberg hosted the first Live Audio Room in the US this week, and in April, the company also announced plans for a feature called Soundbites, which will be live within the News Feed.

#FunFact

The global podcasting market size is US$9.3B and forecast to grow at a CAGR of 27.5% from 2020 to 2027. Source: Grand View Research

Brands Looking for Spaces

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Montreal: A private chef is looking for an Old Port location with a terrace.

New York: A beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq. ft.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Oakville / Toronto: A lingerie brand is looking for 1,500-2,000 sq. ft. to host a month-long pop-up. The space must have fixtures, changing room, storag,e and be air-conditioned.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto / Vaughan: A food brand is looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto, or Vaughan during the summer months.

IF YOU’RE A MATCH CONTACT US!

#TrendAlert Wearable Tech

Gadgets like fitness trackers and smartwatches are the most popular among US wearable owners, 63% of who own these sorts of devices.

Want to take advantage of this trend with a pop-up? CONTACT US!

Digital Transformation in Retail Continues to Accelerate

Neiman Marcus Group has launched a US$500M tech investment spree over three years. Its first of many moves is to snap up home and fashion SaaS platform Stylyze.Department stores, with declining revenues for decades now, have been missing out on the retail recovery taking place as the pandemic wanes across much of the globe and they are now looking to capitalize on this momentum through omnichannel initiatives.

“Today, consumers expect seamless, contextualized digital experiences across all channels. For retailers, a digital transformation plan is now a must-have to drive value for both brands and customers while creating competitive advantage and driving growth.” Keith Hontz, CEO & President of Savantis and a retail digital transformation specialist.

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go connects diverse brands and businesses across North America with a range of available spaces for pop-up activations.

Check out these featured spaces:

Muskoka, Ontario: Back-of-house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) in

Liberty Village area is looking to host local businesses for a new pop-up initiative.

Toronto: Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Toronto: Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

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

• Wendy’s expands ‘Rick and Morty’ collab with pop-up diner, custom Coke flavors
• Malibu hosts an immersive photography pop-up
• Jack in the Box launches virtual pop-up inspired by Jason Derulo’s Milli Meals
• Diageo opens new Johnnie Walker pop-up store in Haitang Bay
• Nintendo TOKYO Pop-Up Stores Are Coming to Major Cities Across Japan
• Nili Lotan announces collaboration with Champion and pop-up store
• Luxury Retailer Ted Baker Tries Pop-up Stores Away From City Centers

“Everyone should be respected as an individual, but no one idolized.”

Albert Einstein

Except for fathers, you can idealize your Dad.

#happyfathersday

The Future of Video Advertising is Connected TV

Over the past several years, Connected TV (CTV) viewership has been on the rise and with COVID-19 having kept people indoors more than usual, this trend has grown exponentially. Globally, CTV viewership is projected to maintain this trajectory as content continues to proliferate, making an investment in this medium a no-brainer for marketers. CTV advertising is the way of the future and is especially enticing as it provides more precise and cost-effective strategies for achieving digital marketing success.

Read more on our blog.

Tips for Using Stock Images

Using stock images rather than undertaking a photo shoot can save a lot of time however, finding just the right photo can be tricky! Here are crucial tips for finding dazzling stock images:

• Search across several websites.
• Try different search terms to avoid stock photo clichés.
• Pay attention to the emotions represented in the image.
• Keep up with the times and trends.
• Ensure that the image makes sense with the context of the messaging.
• Make sure it fits into your visual strategy.
• Ask yourself if the image represents your brand.

Do you need help defining your brand’s visual strategy? Contact us!

#FGF Story: Oreo’s Extraterrestrial Peace Offering

Oreo turned its cookie packs into extraterrestrial peace offerings ahead of the latest congressional UFO report release. The cookie company published a series of social videos around the product drop, while conducting Twitter polls to gauge the best snacks to share with any alien lifeforms. This social media-heavy promotion is tied to the release of a government report, commissioned by Congress, addressing unidentified flying objects (UFOs) in American airspace. The declassified findings are due to be submitted by June 29 and have attracted widespread public interest.

What We’re Reading

• Mall Owners Chip in to Help Stores and Restaurants Find Workers
• Kraft Heinz Chief Growth Officer Q&A: ‘We Aspire to Move at the Speed of Culture’
• Father’s Day Gift Guides 2021
• How Verizon created a company-wide content strategy
• Three live-events experts reveal what’s next for in-person conferences
• 4 ways to personalize the customer experience in retail

Visually-Oriented Content Drives LinkedIn Engagement

LinkedIn offers a huge potential for businesses to reach a large community of professionals. To do this, brands need to engage. Research has found that a company’s LinkedIn page can get higher engagement values by integrating either images or videos based on account size:

• Under 5K: Use a mix of images and videos, and to increase your average engagement per impressions, integrate more articles into your social media planning.
• 5K – 10K: Focus more on images.
• 10K – 100K: Use primarily videos and supplement with images.
• Over 100K: Opt for more images than videos.

#FunFact:

The average engagement rate per post on LinkedIn in 2021 is 0.35%, compared to Twitter at 0.03%, Facebook at 0.25%,and Instagram at 1.37%. Source: Social Media Insider

Netflix Enters eCommerce Fray as Subscription Growth Slows

Netflix is launching an online shop for branded merchandise to build on the gains its brand saw during the pandemic. Netflix.shop is also the company’s first foray into connecting content with eCommerce, a trend that has affected the entire marketing landscape as brands attempt to shrink the sales funnel across a variety of digital platforms. It is available in the US and will rollout to other countries in the coming months. The debut collection includes limited-edition merchandise based on its shows, such as streetwear and action figures based on the anime series “Yasuke” and “Eden,” along with apparel and decorative items inspired by “Lupin” made with the Louvre in France.

Brands Looking for Spaces

Montreal: Private chef looking for Old Port location with terrace.

New York: Beauty brand is looking for 1,500-2,000 sq. ft. on the street level in Soho.

LA: A 10,000+ sq. ft. outdoor space is needed for an art exhibition.

Ottawa: A fashion brand is looking for 900-1,200 sq. ft. mall location with a storage room.

Toronto: A luxury retail brand is looking for 2,500 sq. ft. in the Rosedale, Etobicoke, Summerhill, Yonge and Eglinton, or Bayview Village areas.

Toronto: Ghost kitchen spaces 500+ sq. ft. off Yonge near Eglinton or nearby dense residential areas.

Toronto: A Gen Z fashion brand is looking for 500-1,000 sq. ft. with a change room on Queen Street West, Koreatown, or on Ossington avenue.

Toronto / Vaughan: A food brand is looking for 500-1,000 sq. ft. in a high foot traffic location in the downtown core of Toronto, North Toronto, or Vaughan during the summer months.

Ontario: A sales center is looking for multiple locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices, 1,000-2,000 sq ft.

IF YOU’RE A MATCH CONTACT US!

Seven Ideas for Marketing Your Mall on Instagram

Instagram is an intensely visual platform and has a relatively young and wealthy audience. This makes it the perfect fit to marketing malls. Here are a few marketing ideas:

• Build loyalty programs.
• Demonstrate community values.
• Cross-promote different stores within the mall.
• Be customer centric.
• Test augmented reality and user-generated content.
• Increase sales with Instagram-exclusive offers.
• Boost seasonal sales figures with special events and offers.

Need help contecting with your audience on social media? CONTACT US!

Back-to-School Pop-Up

Following more than a year of remote and hybrid learning, most American families are finally preparing for a full return to the classroom this fall. As we approach one of the biggest spending seasons of the year, here are some #FunFacts:

19% of families have already gotten a jump start on their back-to-school shopping.

37% are planning to spend more than last year.

Source: Shopkick

Are you ready to host a back-to-school pop-up? CONTACT US!

“Young people are so much more into sustainability and DIY and wearing things that are unique. They don’t want to buy cookie-cutter and all wear the same thing.”
Marla Eby, Marketing Director, Goodwill Southern California

• Women: Colorful patterns and standout accessories bring maximalism to the modern consumer.
• Men: Relaxed silhouettes and floral-inspired hues bring a casual aesthetic to menswear this spring. Men are hoping to look fresh and put together, with minimal effort involved.
• Beauty: Social-born style tribes have accelerated in the age of TikTok, driving new niche aesthetics to the forefront of our cultural zeitgeist. Think punk and goth undertones, subversive mullets, and black nail polish.

Spaces Looking for Brands

Whether it is for a few hours or a few months, pop-up go provides organizations across North America with a range of available spaces for pop-up activations.

Check out these feature spaces:

Muskoka, Ontario: Back of house kitchen spaces are available in the Muskoka region throughout the summer.

Toronto: Mixed space property (residential/commercial) inLiberty Village area is looking to host local businesses for new pop-up initiative.

Toronto: Beautiful 3,000 sq. ft. move-in-ready space in the heart of downtown located adjacent to Toronto’s Yonge-Dundas Square at one of the city’s busiest intersections.

Toronto: Storefront with large windows and exposed brick. 4,400 sq. ft. over two storeys located on Queen and Bathurst Streets.

projeX by pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and interesting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or simply build an online presence.

Pop-Ups in Action

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

• Popular fast fashion brand Shein is opening a pop-up shop in Arizona
• D.C. streetwear icons Frank Thompson and Naeem Khaliq will be hosting a “Battle of Da Hustlas” warehouse pop-up shop
• Nobody’s Child opens its first pop-up shop in London
• Cuyana, a premium fashion label partnering with Toyota, plans to take its pop-up showroom on a summer road trip
• Sandwich pop-up shop takes Oklahoma City by storm
• Canadian fashion brands Decade and Maguire team up for Vancouver pop-up shop
• Pop Up shopping bazaar for seniors

“A goal is not always meant to be reached; it often serves simply as something to aim at.” – Bruce Lee

Over the past several years, Connected TV viewership has been on the rise and with COVID-19 keeping people indoors more than usual, this trend has grown exponentially around the world and is projected to maintain this trajectory as content continues to proliferate. This increase in CTV immersion makes an investment in this medium a no brainer for marketers. One of the most prominent opportunities that has emerged with this screen time increase is the ability to maximize the benefits of advertising efforts and reach larger audiences. While there are many tactics to increase viewership there is one leading the pack: Connected TV advertising or CTV.

 

 

Over the course of mass media history, television platforms have experienced periodic revolutions, with the latest being the advent of CTV or quality television viewing through the internet rather than cable. More broadly, CTV refers to content which is accessed through a TV with an internet connection to load or stream digital content. As such, while consumers were previously limited to cable television, they now have access to a variety of platforms that can be accessed through their TV, tablets, game consoles, Apple TV, Roku, phone, laptop, and more. This shift has been well received by consumers, with over 206.6 million people in the United States reported to have utilized a form of CTV in 2020 alone (eMarketer, February 2020). However, rather than using these platforms as a replacement to traditional TV, 48% of viewers consider this streaming as an addition to watching traditional TV (MRI Cord Evolution Survey, February 2020). Viewers are not looking to abandon the traditional big screen TV experience but are seeking long-form video content on non-traditional platforms and this is accomplished with CTV.

 

 

In addition to providing a better viewing experience for consumers, CTV delivers opportunities for brands and businesses regarding alternative yet effective advertising. Television ads have always been a successful form of advertising, yet CTV takes this to an elevated level. While traditional TV advertising commercial breaks have become the time to retrieve snacks or use the washroom, the new model that comes from CTV takes a shorter yet more immersive approach with proven effectiveness. Available in a variety of forms, these advertisements suit the needs of any advertising pursuit. For those looking to make the most out of their video content, there are in-stream video ads that are unskippable and run for 15 to 30 seconds before (pre-roll) or during (mid-roll) the program. There are also interactive pre-roll ads which run at the beginning of an online video for those looking to have their ads lead viewers to a landing page. Furthermore, for those seeking to have their ad displayed in a more central location, there are home screen placement ads that are typically a short video or image that feature a call-to-action.

While all varieties take modified approaches, what is consistent for all CTV ads is the broad list of benefits they offer businesses. Beyond the rise in consumer use, which leads to increased viewership, CTV ads maintain unique benefits for brands. Firstly, they are more cost-effective because they allow advertisers to target precisely the audience they seek. Instead of advertising during an event with the hope of reaching a projected demographic, CTV lets marketers target specific households as precise as by postal/zip code and IP level, so budgets are effectively directed. Traditional, or “Linear,” options only allow you to target down to pre-prescribed “zones” in the US, and often only down to province in Canada. Therefore, CTV allows marketers to have access to television at a lower price-entry point. Additionally, CTV ads are beneficial as they have access to premium platforms such as ESPN, NBC, and more. Despite these benefits and the many more that accompany CTV advertising, many marketers face hesitation due to perpetuated misconceptions. For example, more than half of US marketers cite a lack of measurement tools as their primary concern with CTV advertising (emarketer.com), while the ability to acquire ROI metrics has evolved and now includes viewership insights and the ability to map devices sharing an IP address. This is made possible through real-time metrics, including impressions, video completion rates, view-through conversions, and more.

 

 

By understanding these benefits and the upward trajectory of this platform, it is clear that CTV is quickly becoming the advertising platform of the future. However, as with any new technology, it may be challenging for some to navigate the novel CTV services. While the first step to success is gaining an understanding of the platform, many have chosen a more effective path to results: hiring an experienced agency. Rather than making educated guesses about best practices and industry trends, businesses increasingly turn to experts to maximize their CTV investments. One business that experienced success in this endeavour is Saniflo North America, a leading manufacturer of macerating and grinding toilets and drain water pumps, who partnered with Zenergy Communications to take their advertising to the next level.

Zenergy Communications is a full-service agency that helps clients achieve success through innovative and integrated marketing communications initiatives that drive results. Through its digital marketing and advertising division, Zenergy Digital, Saniflo launched its CTV campaign in the US to increase brand awareness and drive traffic to specific product landing pages. Guided by Zenergy’s expertise and knowledge of the platform, Saniflo’s campaigns outperformed projected impression results by 222%, amounting to approximately 25 million total impressions. In addition, the campaign generated a total of more than 14 million video completions, which was 219% over planned results, as well as 98 thousand clicks, a 276% increase over initial projections.

In order to remain competitive in the ever-changing world of marketing and advertising, it is integral that businesses adopt innovations as they are created. For companies trying to challenge the status quo and achieve incredible results, CTV is an effective way to reach audiences with a highly targeted, omnichannel approach.

 

 

Interested in learning more about how CTV advertising can benefit your business?
Send us an email at: info@zenergycom.com.

Written by TORI BURROWS for © Zenergy Communications (North America) Inc.