Category: Uncategorized

#Report: The State of B2B Content Marketing

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

Here are some of the key findings:

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

Adjusting B2B Marketing Strategies

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

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

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

#Report: Social Media Trends: Powered by Consumers

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

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

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

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

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

Five Steps to Creating a Whitepaper Plan

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

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

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

#Report: The State of B2B Content Marketing

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

Here are some of the key findings:

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

Instagram Adds Scheduling + ‘Practice Mode’ for Live Creators

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

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

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

#FunFacts from a recent survey by Podium:

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

#FunFact: Gen Z a Major Force on Twitter

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

What We’re Reading, Listening to + Watching

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

#FGFStory: Paper Made from Grass

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

Social Concerns Driving Content of Global Brands

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

TikTok Shares New Insights into Halloween Engagement Trends

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

Check out the inforgraphic and more Halloween insights.

#ClientNews: Image Totale©

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

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

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

Media Buy Diversification

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

Here are a few reasons to diversify your media buys:

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

Improve your Media Buy ROI

Here are some media planning tips to improve ROI:

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

Need help with media buy planning? Contact us

#FunFact

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

#Results

How do you Feel about a Cashless Society?

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

What We’re Reading, Listening to + Watching

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

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

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

Watch the trailer.

#BytheNumbers: 60 Seconds

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

Three Ways to Take Your Business Branding to the Next Level

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

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

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

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

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

Halloween Happiness

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

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

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

Happy Canadian Thanksgiving!

Are your Press Releases Media Worthy?

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

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

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

Need help with a media relations? Contact us

#ClientNews

MUVE Selects Zenergy to Get its Awareness Moving

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

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

#Poll

How do you Feel about a Cashless Society?

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

What We’re Reading, Listening to + Watching

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

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

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

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

Make Your Mall Pop! Program

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

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

#SpacesWanted

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

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

Interested in hosting a pop-up? CONTACT US

Omnichannel Retail Index Report Key Findings

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

Here are a few:

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

projeX by pop-up go

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

Pop-Ups and Pop-Ins in Action

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

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

Developing a Content Marketing Competitive Analysis in Three Simple Steps

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

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

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

#verycool

Ads Poised to take on New Dimensions

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

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

What We’re Reading, Listening to + Watching

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

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

New ‘smoothie sour’ beer trend takes off

[Podcast] All In On Malls

[Video] What drives the CEO of McDonald’s

Empathy Is The Most Important Leadership Skill According To Research

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

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

Make Your Mall Pop! Program

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

Pop-ups offer proven benefits. They…

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

#FunFact

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

#SpacesWanted

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

Interested in hosting a pop-up? CONTACT US

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

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

New services include:

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

LEARN MORE!

#BrandsWanted

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

TORONTO – Shopping center in GTA seeking pet product retailers, bookstores, or gift and wrapping services for pop-up activations.

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

Interested in launching a pop-up? CONTACT US

projeX by pop-up go

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

Pop-Ups and Pop-Ins in Action

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

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

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

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

Provide a Unique Consumer Experience

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

Play to Local Interests

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

Connect with Consumers Digitally

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

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

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

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

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

 

 

SERVICES:

Find out how we can make your mall pop.

Are you Making these Four Content Mistakes?

Don’t worry we have you covered!

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

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

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

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

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

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

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

What We’re Reading

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

Ad-Supported Viewing Makes up Half of Digital Video Viewers

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

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

#FGFStory: Stories Can Synchronize the Heartbeats of Everyone Listening

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

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

Snapchat Dedicates AR Lenses to Fashion Week

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

#SpacesWanted

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

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

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

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

Interested in hosting a pop-up? CONTACT US!

#BrandsWanted

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

Interested in launching a pop-up? CONTACT US!

projeX by pop-up go

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

Pop-Ups and Pop-Ins in Action

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

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

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

Source: Crowther

Pantone’s Spring/Summer 2022 Color Trend Report

Comfort and Optimism in Uncertainty

Released earlier this week, the Pantone Fashion Color Trend Report Spring/Summer 2022 edition for New York Fashion Week highlights the key hues that are anticipated to be used by designers from the runway to the corporate world. Pantone said that the selected colors reflect an “aspiration for balance as we move into a different landscape.”

Shehla’s Picks: Zenergy’s Art Director, Shehla, has fallen in love with Gossamer Pink and Innuendo colors, so expect to see those colors in our creative designs in 2022.

Integrate these trending colors into your marketing materials. Contact us for design solutions.

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

#FunFact: 1,867 is the number of solid (spot) Pantone Matching System Colors for printing ink on paper.

Curious Scarlet Launching Soon!

Curious Scarlet, an innovative new luxury smoking accessories brand, is set to launch this Fall and Zenergy’s team of content developers and designers are putting the final touches in preparation. Stay tuned for the unveiling of the most exciting product line up to hit the market this year!

Curious? Sign up for their newsletter or follow the brand on Instagram.

What We’re Reading + Listening To

• One stat that shows the huge inflationary impact of used cars.
• Deutsche Bank calls end of honeymoon phase with remote work.
• Americans say they are now less likely to work far into their 60s.
• Wall Street’s ESG loans charge corporate America little for missed goals.
• U.K. blinks first on Covid deficits with highest tax in 70 years.
• Apple App Store changes fail to sway lawmakers bent on overhaul.

#FGFStory: Walking with Coffee is a Little-Understood Feat of Physics

General Mills cereal brand Lucky Charms released an eight-song album on Aug. 31 entitled “Magically Delicious.” Each song represents a different genre, including EDM, country, K-Pop and hip-Walking with coffee is something most of us do every day without considering the balancing act it requires. In fact, there’s a lot of physics preventing the coffee from spilling over. A new paper published in Physical Review Applied, “Synchronous Transition in Complex Object Control” uses a coffee-cup and a rolling ball to examine how humans manipulate a complex object. Read about the study here.

#FunFact

The average person drinks just over 86,000 cups of coffee and takes 216,262,500 steps in their lifetime. That’s a lot of balancing!

Retail’s Need for Speed

Retail has experienced more change over the past five years than in the prior 50. As a result, retailers have had to adapt to changes in consumption, channel shifts, and rising customer expectations around speed and convenience. The race to shorten click-to-customer cycle time is one of the single-greatest influence on the future of omnichannel supply chains.

Consumer expectations vary by retail segment:

• Food and grocery: less than one day
• Beauty: less than one day
• Apparel: less than two days
• Home décor: less than two days
• Electronics: less than two days
• General merchandise: two days or less

Next Steps: Many retailers and DTC brands are turning to pop-ups in secondary markets as fulfillment centers and a way of reaching customers closer to home.

Launch or host a pop-up in a secondary market. CONTACT US!

#SpacesWanted: Pop-Up Perfection

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

EDMONTON: DTC clothing and accessories company seeking 500 – 800 sq. ft. for a brand activation.

TORONTO: Seeking banquet hall/country club/cocktail bar/restaurant + office and boardroom spaces for short-film production.

BRAMPTON: Seeking 100 – 200 sq. ft. for artisanal jewelry pop-up.

Interested in hosting a pop-up? CONTACT US!

#FunFact: 54% of brands recognize customer experience as the most important priority. (Source: Review42)

projeX by pop-up go

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

Pop-Ups and Pop-Ins in Action

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

• Goon Burger pop-up shop opens at Hungry Sasquatch in Vancouver
• Pop-up cookie business proves perfect fit for local entrepreneur
• This new Toronto pop-up lets you pay for sweet treats just by posting pictures
• From Rixo dresses to Chanel bags, this pre-loved pop-up is big on sustainable style
• Far from Fifth Avenue: Luxury brands flock to suburbs and vacation hot spots where the rich are riding out the pandemic with pop-ups
• Peachy Den Opens First Pop-Up Shop in London

There are over 7.4 million hectares of vineyards across the globe, with consumers sipping on over 234 million hectoliters!

Sources: OIV and Statista

Ten Impactful Ways to Repurpose your Brand Video

With the importance of video growing every day, early-stage startups are adding marketing videos to their budget. And for good reason: an Animoto study showed that 93% of brands acquired a new customer due to a video on social media. Their research also showed that including the word “video” in your email subject line can increase open rates by 19%.

Here are 10 ways to turn your one brand video into many reusable pieces of content.

• Splice into shorter niche videos.
• Add video to a blog post.
• Turn the video into an audio podcast.
• Make a presentation out of the video.
• Use video in social media.
• Add your video to an email blast.
• Turn the video into an online course.
• Create a landing page for a product or service.
• Don’t forget the blooper reel!
• Repurpose testimonials and reviews.

Want to get started with a brand video? Contact us for turnkey video solutions.

#FunFact: YouTube Shorts, the video platform’s answer to TikTok, gives businesses access to YouTube’s more than 2 billion users, including younger audiences!

B2B’s Share of US Digital Ad Spending Jumped in 2020, But Will it Keep Climbing?

In 2020, B2B digital ad spending went from 4.9% of the US digital ad market to 5.7%, marking a sizable growth in share for the industry. B2Bs are continuing to increase their digital ad investments, which is forecast to reach $10.84 billion this year. It is expected that B2B’s share of total digital ad spending will hold steady for the next couple of years.

What We’re Reading + Listening To

• The audience potential is huge’: Why DTC drink ware brand BruMate is taking a second look at SMS marketing
• Beauty brands embark on TikTok shopping
• Can Department Stores Win Over Gen-Z?
• A New Era in Retail and eCommerce is Emerging
• Why Declining Entrepreneurship in the U.S. Is Not a Concern

#FGFStory: Lucky Charms Drops Album

General Mills cereal brand Lucky Charms released an eight-song album on Aug. 31 entitled “Magically Delicious.” Each song represents a different genre, including EDM, country, K-Pop and hip-hop, and is dedicated to one of the cereal’s eight marshmallow charms. With the release of the “Magically Delicious” album, General Mills is tapping into a digital channel that has become increasingly central to consumers’ lives, especially during the pandemic.

#FunFact:

The average time spent listening to digital audio in the US is expected to hit 1 hour and 37 minutes a day in 2022, up from 1 hour and 14 minutes in 2018. (Source: eMarketer)

Four Key Trends Every Brand and Retailer Must Consider

According to Radicati Group’s estimate, more than 4 billion people use email worldwide. Recent studies found penetration to be about 85% in Canada and a calculated user base to be nearly 29

Purpose-driven brands, livestream shopping, and grocery ecommerce all gained momentum in 2020 and 2021. These are also all examples of one of four megatrends that will affect the industry going forward.

To stay ahead of the curve, brands and retailers must develop strategies to address the following areas:

• Understanding innovation from China.
• Tapping into social commerce.
• Evaluating a retail media strategy.
• Becoming more sustainable.

#TrendAlert: The Puffer Vest

Sometimes, a winter coat is far too heavy, but a long-sleeve shirt leaves you open to a chill. Enter the puffer vest. A standout on the Fall/Winter 2021 runways, the puffer vest is proving to be the versatile staple of the season. There are 7.2K average weekly searches for puffer vests, +28% to last year. Brands and retailers are stocking up to meet demand; products in the market are +19% in the last 30 days.

Take advantage of this trend and plan a pop-up! CONTACT US!

Freezer Fabulous! Let us match you with the perfect pop-up space!

About 6.4 billion pounds of ice cream and frozen yogurt were produced in the US in 2019 (most recent data). The ice cream industry has a $13.1 billion economic impact in the US, according to IDFA’s Dairy Delivers®, so why not ride the wave and pop-up with your frozen treats or flavorful and healthier frozen options like gourmet meals? We have many perfect locations available for a brands like ice cream, frozen foods, and gourmet ready-to-eat options! All you need to do is bring your freezers and we’ll set you up.

Be set for success from start to finish with pop-up go! We will help you find the right space, prepare your pop-up, reach the right customers, and meet your pop-up expectations!

IF YOU WANT TO POP! CONTACT US!

#SpacesWanted: Pop-Up Perfection

CALGARY: Kiosk spaces wanted by various apparel and jewelry brands!

TORONTO: Seeking 500 – 800 sq. ft. in Toronto’s Queen West or Yorkville neighbourhoods; or downtown Oakville for a hair accessory pop-up.

CALGARY: Bubble and fruit tea company seeking 200 – 400 sq. ft. with kitchen set-up in prime shopping centers.

Interested in hosting a pop-up? CONTACT US!

projeX by pop-up go

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

Pop-Ups in Action

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

• A Sweet Pop-Up Shop is Coming to Delray Beach Market
• Oxfam opens Selfridges Pop-Up Shop
• Revolve announces multi-brand presentation, pop-up shop at NYFW in US
• House of MinaLima Announces Pop-Up Shop in South Korea
• Wicked Good L.L. Bean Pop-Up Shop Hits Berkshire County This Weekend
• Hoka One One Debuts Pop-Up Shops in New York and Los Angeles
• Bloomingdale’s Opens Pop-Up Curated by Rocky Barnes in NYC

“Though you can love what you do not master, you cannot master what you do not love.”

— Mokokoma Mokhonoana

The A-B-T Method

Storytelling that puts customers at the heart of content is an effective way to engage audiences. Using the A-B-T method (And, But, and Therefore) allows you to create content that builds emotional connections. It makes you focus by using research and empathizing with your audience. By building your content in this manner, you can identify what your audience wants, learn how to articulate it to them clearly and concisely, and establish a deep connection that helps build trust.

The ‘And’ is your statement of agreement with the audience. This first statement helps you validate your audience by letting them know you understand what’s important to them and what’s at stake in their life or business.

The problem statement or the ‘But’ makes sure that your ‘But’ statement is succinct and specific and creates a contradiction. The greater the contrast you can create between the ‘And’ statement and the ‘But’ statement, the more your audience will lean in to listen to your solution.

The solution or ‘Therefore’ showcases how you’re there to help your audience get what they want by helping them overcome whatever is standing in their way.

Once you join each of these pieces together, your completed story looks something like this: You want [what] And [why it’s important], But [problem]. Therefore, you have to get [what] by [how].

What We’re Reading + Listening To

• YouTube guide sheds light on user culture and trends
• Studies highlight the importance of creative over targeting
• Emotional intelligence is more important for being a successful entrepreneur than mental ability, meta-analysis finds.
• Why the Crocs Craze May Be Here to Stay
• 6 TikTok storytelling methods that compel users

#FGFStory: Pour a Cold One for your Dog

Anheuser-Busch, the makers of Budweiser, Michelob, Busch, and many other beer and alcohol brands, is a market leader of innovation of the future. The company found a new way to put its customers first—by putting their ‘man’s best friend’ first with Dog Brew, an alcohol-free bone broth product made for dogs.

A Renaissance for the Inbox? Email Commerce

According to Radicati Group’s estimate, more than 4 billion people use email worldwide. Recent studies found penetration to be about 85% in Canada and a calculated user base to be nearly 29 million this year, according to Insider Intelligence.

Retailers rely on email the most, and even more so now, due to the ecommerce boom that started in 2020 and continues this year. Collecting email addresses, whether at the physical point-of-sale or during checkout online, creates a digital identifier for customers that complies with domestic privacy regulations.

Next Steps: Retailers looking to personalize email communication must turn to pinpoint targeting and segmenting lists based on purchase history, digital behaviors, stated interests, and demographic data.

Need help with email marketing? CONTACT US!

#ProTip: Say Thank You to your Audience

One good way to bring your audience closer to you is to let them know you appreciate them. For your next post, try offering a quick message expressing your gratitude for their support of your business.

Holiday Pop-Up Countdown: Halloween is 65 days away and Christmas 120 days

Nearly 40% of consumers begin their holiday shopping before Halloween, and the post-pandemic effect has conditioned shoppers to start even earlier (Source: Oracle).
Be set for success from start to finish with pop-up go! We will help you find the right space, prepare your pop-up, reach the right customers, and meet your pop-up expectations! Pop-up to take advantage of the $1.1 trillion US holiday retail season!

IF YOU WANT TO POP! CONTACT US!

#Spaces Available and Wanted: Pop-Up Perfection

SPACE WANTED! VANCOUVER: Digitally native apparel company seeking 800 sq. ft. of mall or street front space with changes rooms.

SPACE AVAILABLE! TORONTO: 800 sq. ft. of clean modern space ready for events/galleries near High Park. Includes access to a private back courtyard.

SPACE WANTED! TORONTO: eCommerce loungewear brand looking for around 300-800 sq. ft. for a pop-up event.

Interested in launching or hosting a pop-up? CONTACT US!

projeX by pop-up go

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

Pop-Ups in Action

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

• Seaview designer’s pop-up shop showcasing sustainable homeware
• Bloom Collective Pop-Up Shop Flourishes in Providence
• Lacuna Child,kid’s clothing brand, hosting pop-up shop in Colchester
• Target to add more than 100 Disney pop-in shops to stores as holiday season approaches
• Wilson launches pop-up store and tennis museum in NYC
• Pop-up event Feminist Bodega highlights women-owned businesses in Cambridge
• Canada Goode to open Manchester Pop-Up Store in the UK

“Unity is strength… when there is teamwork and collaboration, wonderful things can be achieved.”

— Mattie Stepanek