Author: Zenergy

How many mentions did we get? Media Monitoring

Media monitoring is a fundamental tool for any business as it lets marketers stay up to date on their company’s reputation. It also provides insights on the competition as well as overall industry trends.

Here are 7 key tips for effective media monitoring:

• Know why you are monitoring.
• Determine where your audience is active.
• Identify key words/phrases to be monitored.
• Listen before you speak.
• Delegate someone to respond when necessary.
• Leverage influencers.
• Use the right tools.

Need help with media monitoring? CONTACT US!

Infographic: The rise in social shopping

Social media is driving a shift in e-commerce habits with 54% of those surveyed by Bazaarvoice saying they’ve shopped via Instagram and 38% from Facebook during the past 12 months as compared to 18% and 15% respectively prior to the pandemic. While 77% surveyed say they’ve purchased directly from brand sites (up from 72% pre-pandemic), 75% of shoppers say they’re “very influenced” to purchase products via social media. Check out the infographic.

Nine Ways to use Social Media to Connect with Journalists

Communicators need to be effective at creating and developing connections with different members of the media, from journalists and editors to producers, and everyone in between. One effective way to do so is by sharing eye-catching content on their social media feeds including videos.

Consider these tips for connecting with media pros on social media platforms:

• Engage with their content.
• Mention relevant social media posts in your pitch.
• Share relevant content from your industry.
• Look for connection points in their feed.
• Communicate naturally.
• Stick to appropriate platforms.
• Share journalist work.
• Reach out through your personal account.
• Keep engaging, even when you have nothing to pitch.

#FGF Story: Busch Dog Brew Wants to Hire Your Dog as Chef Tasting Officer

Busch Beer says it wants to pay your dog $20,000 to taste test its new canine-friendly brew. The company announced that it’s hosting a contest to hire a four-legged “Chief Tasting Officer” for their popular Busch Dog Brew.

What We’re Reading

• Jeff Bezos’ 2020 Letter to Shareholders
• Why We Keep Returning To The ‘Best’ Decades In Fashion, According To Experts
• Buy now, pay later moves into professional services
• How to Help Your Team Refocus on Growth After the Hassles of Covid
• Daily and Weekly Virtual Merchandising Checklists
• Podcast: TODAY, EXPLAINED

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

Gartner: 63% of Marketers Struggle with Personalization Tech

According to consulting firm Gartner, about two-thirds (63%) of digital marketing leaders said they continue to struggle with personalization. A key challenge is implementing newer technologies like artificial intelligence (AI) and machine learning (ML) to support customer acquisition and retention. Only 17% of marketing leaders are using AI/ML broadly, despite the fact that as 84% said the technologies enhance the ability to deliver real-time, personalized experiences. A main barrier to adoption of AI/ML is trust in the technology, but that hurdle can be overcome with increased usage.

Need help with your digital transformation? CONTACT US!

Female Drivers use Tiktok to Promote Trucking Industry

Several female truck drivers have attracted large followings on TikTok by sharing what their job is like. The purpose of their postings is to encourage other women to pursue careers in trucking. “I like to show that you can still be feminine in a male-dominated field, and a lot of people like to see that,” says Tierra Allen, also known as the “Sassy Trucker”.

Webinars of Interest

April 21 @ 2:00 PM EDT | Digital Transformation in Retail

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. Sporting goods retailer, Sports Basement, shares their success stemming from the use of a digital technology solutions developed by Savantis. The platform was used to re-imagine the online and in-store customer experience, build a stronger supply network, and empower staff and employees with tools and technology that create seamless integration of front and back-office functions for greater visibility and decision-making, in real-time. Discover their story in this live #SAPInsider expert webinar, taking place April 21 at 2:00 PM EDT. Registration is free, but mandatory.

April 28 @ 11:00 AM EDT (French) + 1:30 PM EDT (English) Insights into the “New Work” Megatrends in Retail

Hettich Canada has dedicated a 30-minute webinar session on sharing new ideas, concepts and inspiration for retail spaces. A new generation of retail design provides clear added value for shop and interior fitters, retailers and customers. During their April 28 webinar, Hettich will present highly practical concepts for a wide variety of applications that are easy to execute and completely individual in terms of design. Registration is free, but mandatory.

Curated Mixed-Use Real Estate

Hudson’s Bay Co. is embarking on an ambitious plan to upgrade its flagship properties in Canada. The retail group announced that it will build a 25-story office tower of about 1 million square feet, as well as “transform” its existing retail space in downtown Montreal. The mixed-use real estate project is expected to be underway by 2023, with its completion targeted for 2027. According to president and CEO Iain Nairn, the development will include a “curated assortment” of merchandise in a “digitally connected store with elevated service”.

Space Wanted: Orange County, California

An event group is searching for 2,500-7,000 sq. ft. of space in Orange County in mid-June for two-weeks to host a special event with a spooky theme. Are you a match? CONTACT US.

#TrendAlert Cow Print

According to the Fall 2021 runway, cow print is here to stay! The mooody animal print was spotted on jackets, bucket hats, boots, and skirts during recent fashion shows and there are 48K average weekly web searches for cow print. Tops (24%), swimwear (19%), handbags (11%), intimates (9%), and pants (5%) are the most popular cow print product categories, and the trend is anticipated to continue to grow over the next six month. Want to host a pop-up inspired by this trend? CONTACT US!

28,000 sq. ft. in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto. Are you a match? CONTACT US.

Toronto 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 in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

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 stories 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.

• The Museum of Youth Culture has a brand new pop-up shop
• Disney Imagineers may be planning pop-up experiences
• Pop up grocer coming to Chicago
• Pop-ups in Charlotte
• Capture the perfect selfie at this Waterfront pop-up shop
• Environmentally-friendly fashion: Pop-up thrift shop
• Jacob & Co.’s watches are at a Pop-Up Shop in Miami

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen? Perhaps you have a kitchen space and are looking to connect with food entrepreneurs?

We are looking to connect food brands and spaces. CONTACT US.

Downtown Toronto or Vaughan Space Wanted

A food brand 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.

There are approximately two thousand islands across the globe.

Eight Traits Extraordinary Leaders Have in Common

Having interviewed some incredibly special people, from professional athletes and Olympians to business titans and pioneers, to leaders of government, philanthropists, and entire communities, Chief Executive Magazine recently put together a list of eight intriguing commonalities that lead to personal, societal, and business success.

• A personal mission or purpose.
• Embrace and take advantage of interdependence with others.
• Are efficient learners.
• Are undeterred by their mistakes.
• Are inclined to be optimistic.
• Are confident, but not overly confident.
• Are willing to work hard.
• Respond well to challenges.

Bottom-Lining Your Meetings

One of the most critical skills leaders can learn is the art of bottom-lining, getting to the underlying or ultimate outcome quickly. Concise communication is important for a variety of reasons. In groups, it ensures more voices can come to the table with information that elevates the discussion. Bottom-lining keeps everyone engaged in the issue or topic at hand, and it allows people to move from their stories into defined action. It can also help individuals deliver more powerful feedback and have meaningful discussions that get to the root of issues.

Here are a few simple steps to successful bottom-lining:

• Speak less – After 30 seconds, pause, ask a question, and allow others an opportunity to contribute.
• Find appropriate ways to be heard – The conversation is about sharing ideas, it’s critical to ensure you keep everyone on track.
• Use multiple facilitation tactics – Examples include providing agendas and materials in advance, offering time in meetings for silent reflection/idea generation, and pausing to ask questions.
• Stay on track – Lead the conversation by sharing important information or making your point as opposed to waiting until the end.
• Get comfortable with silence.

How To Get “Newsjacking” and “Trendjacking” Right

Newsjacking and trendjacking is the practice of creating content around breaking news or a new trend to drive brand visibility, user engagement, and online traffic. But using newsjacking to increase visibility and brand interest may backfire if not done well.

Here are some guidelines to remember:

• Ensure the themes connect well with the values your company stands for.
• Research the trending news well before jumping at it. The facts must be accurate and the topic not too sensitive to comment on.
• Keep a tab on your peers to ensure you are not repeating something others have already said.
• Timing is critical. Something which is breaking news today may not elicit reader interest after 10-15 days. If you want to drive traffic through newsjacking, act fast.
• Publishing content purely for the sake of publicity without tying it to your brand values can come across as insincere.

#FGF Story: Tide Enlists Celebrity “Cold Callers” For Sustainability Push

Tide detergent brand is promoting the environmental benefits of washing clothes in cold water with a campaign starring rapper Ice-T and wrestler “Stone Cold” Steve Austin. The campaign includes several spots showing the duo making cold calls to celebrities like Annie Murphy and Mark Messier encouraging them to save money on their energy bills by using cold water. Other celebrities included in the “Tide Cold Caller” campaign include Mr. T and Vanilla Ice. The spots are running across broadcast TV, online video, digital, social, radio, and in-store. Check out the video.

What We’re Reading

• Return to work, but not return to normal
• How Women Executives Are Leading Running Powerhouses in an Ultracompetitive Landscape
• Consumers embrace technology to shop for beef in pandemic
• Championing Digital Transformation: Start With 8 Steps
• I run Google TV. Here are my secrets for leading a team remotely

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

Effective Influencer Marketing

Looking to tap into the power of influencer marketing to maximize your social media marketing efforts? Influencer partnerships can have a huge impact on campaign success, especially on more creative, visual platforms like Instagram. The right collaboration could give your brand a major boost.

• Tap into Customer Creativity – Utilize user generated content (UGC) and influencer content through campaigns to boost engagement and brand resonance.
• Find Happy Customers and Share Their Stories – Consider celebrating happy customers by using their experience stories to better connect and communicate about your business.
• Use Branded Content Ads – Facebook/Instagram’s new branded content ads combine the improved resonance of influencer posts with the platform’s ad targeting tools.

Interested in an influencer collab? CONTACT US!

#ProTip: The power of social media retargeting

Retargeting on social media is an important strategy for B2B marketers as it drives conversions and boosts brand awareness.

The Rise of CGI Influencers

Calvin Klein, Prada, and Coca-Cola are among the growing number of brands making use of computer-generated imagery (CGI) influencers to boost brand awareness and engagement. These digital influencers have the power to impact the lives, thoughts, and buying decisions of today’s consumers and are likely more attractive to millennials and Gen Z-ers due to their novelty.

#FunFacts

72% of American adults have used social media platforms, a percentage that’s stayed pretty consistent over the past five years, with YouTube the most popular site at 81%, followed by Facebook at 69%, according to a Pew Research Center survey. YouTube and Reddit experienced the most significant user growth since 2019 and those aged 18 to 29 favor, in order, Instagram, Snapchat, and TikTok.

Six Payments Trends

Last year was a transformational year for the payments landscape and customers across the age spectrum quickly adapted to digital, contactless payment channels as social distancing rules were imposed for public safety.

Below are the top six payment trends that gained traction last year and are set to evolve into mainstream payment models this year.

• Deferred payments or Buy-Now-Pay-Later (BNPL)
• Digital payments
• E-commerce and embedded payments
• Real-time payments and Automated clearing house (ACH) transactions
• Peer-to-peer (P2P) payments
• Cross-border payments

Read the full article.

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen?Perhaps you have a kitchen space and are looking to connect with food entrepreneurs? We are looking to connect food brands and spaces. CONTACT US!

US Data Shows In-Store Visits + Foot Traffic on the Rise

The US is seeing a steady increase in in-store visits and foot traffic to retail and restaurant establishments for 2021, according to the data scientists at Zenreach. The 90-day trend going back to January 1 shows a 47% increase from where we were last year at the same time. While there have been some minor dips, the overall trend is constantly pacing upwards, showing a strong recovery for hard-hit retail and dining establishments.

Pangaia Pops In at Selfridges

Pangaia is kicking off its first physical retail experience with the help of UK department store Selfridges. Beginning this week and running through May 2, the sustainability-focused materials science and apparel company will occupy a temporary installation at Selfridges Corner Shop, a designated spot in the landmark London department store for brand collaborations and exclusives.

Toronto 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 in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

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 stories located on Queen and Bathurst Streets.

#FunFact

Pittsburgh, PA has seen a 293.7% increase in in-store visits and foot traffic to retailers and restaurants for Q1 vs. the same period last year.(Source: Zenreach)

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.

• Dior is Blowing Up Giant Balloons for a Pre-fall Collection Drop
• Sunday Citizen Launches Interactive Pop-Up Shop in SHOWFIELDS Miami
• Kim Kardashian Opens First Skims Pop-Up Shop in L.A.
• Dapper Day Pop-Up Coming to EPCOT Flower & Garden Festival
• Alla Vodka Shop Opens 3-Day Miami Pop-Up Showcasing Vodka Sauce on Italian Dishes
• UK’s Goderich Hosting Pop-Up Shops and Entertainment on its Beach this Summer

Downtown Toronto or Vaughan Space Wanted

A food brand 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.

“Sometimes when you lose your way in the fog, you end up in a beautiful place! Don’t be afraid of getting lost!” Mehmet Murat Ildan

Leverage These Five Trends That Are Here to Stay

The pandemic has impacted everyone’s lives and understanding shifting consumer trends is more critical than ever before. Here are five trends that are here to stay:

• Sustaining Safety + Wellness: Consumers spent much of the past year striving to keep their families safe and healthy. Products related to hygiene, health, and home will continue to be an important part of peoples’ lives going forward.
• Home at the Center: For many consumers, home has been the center of their lives. It’s been their office, served as a homeschool setting, a gym… the list goes on.
• Digital as a Way of Life: Virtual and online connections are now often the norm for social interaction, work, shopping, health, and entertainment.
• Control Amid Uncertainty: We are all looking for certainty and control in a world that is far less in our control, driving consumers to people, brands, and retailers they can count on.
• Do Good For My Community: As we face multiple crises, from a global pandemic, economic downturn, social unrest, and climate change, consumers are increasingly expecting companies and brands to step up, take a stand, and have a positive impact on society.

Companies that adapt to shifting behaviors will lead the pack.

Producing B2B Videos

Utilizing video to showcase your products across numerous channels can seem overwhelming. However, you can create dozens of video assets produced in an expedient and affordable manner as long as you have a solid strategy and thorough pre-production plan. Here’s how in five easy steps:

• Identify the video formats needed (social, broadcast, short-form, etc.)
• Conceptualize your videos and create a detailed run of show with shot lists
• Head into production
• Publish, monitor, and test
• Repurpose your videos into different formats, edits, etc. to give them “legs” and extended use

Need to produce a video? We offer end-to-end solutions from short form to full-length videos. CONTACT US!

#ProTip

Trends pop up quickly in short-video venues. Whether it’s a viral dance move, a meme, or food-preparation techniques like tortilla hacks and whipped coffee (also known as Dalgona coffee), it’s important for marketers to keep an eye on what’s trending among users—and be prepared to act fast.

#FGF Story: Kraft Mayo Offers Kits to Help Overcome “Mayophobia”

Kraft Mayo is giving away kits to help consumers overcome an “irrational fear” of mayonnaise, a condition the condiment brand describes as “mayophobia.”

Each kit has a blindfold, a nose clip, a selection of mayo in different sizes, and a marker to rename a jar of the condiment. Check out the video.

What We’re Reading

• Volkswagen’s Voltswagen rebrand turns out to be elaborate April Fools’ prank
• 9 emerging DTCs to watch in 2021
• What short-video marketers should know about UGC
• Average Easter Spending Expected to be Highest on Record
• Spotted! Canadian Tire uses a block of ice as a spring countdown
• Google Maps will start showing you slower routes. Here’s why

LinkedIn Readies Live Audio Experience, Engagement Tools

LinkedIn has announced plans to launch live audio rooms on its app, similar to Clubhouse and Twitter Spaces. This is sparked by the nearly 50% growth in conversations on LinkedIn reflected in stories, video shares, and posts on the platform. LinkedIn is also rolling out additional tools and features, including a Creator Mode for hashtag posts to turn posters into influencers, a “Follow” button, and Cover Story for video introductions.

Interested in revisiting your social media strategy? CONTACT US!

Consumers Reboot, From Brands to Relationships, Data Shows

Emotions and content are key to understanding consumer sentiment and behavior. A Harte Hanks study released Monday shows a direct correlation between vaccine distribution and consumers’ readiness to bounce back from lockdown fatigue and frustration and reduce isolation. Here are some insights from the respondents:

• 35% believe that they are now more mindful of the brands they choose, with 76% now looking for quality in a brand and 70% wanting affordability.
• They rated themselves a 73 on a scale of 0 (anger) to 100 (joy).
• Whether it’s a new relationship, new product, or new experience, they are 42% more likely to try new things than they were a few months ago.
• 57% want to exercise more and eat healthy.
• Millennials were more likely to feel optimistic than other population segments on several fronts: business travel, finances, mental health, and returning to their traditional shopping habits.

Study: Consumers Miss In-Store Shopping

According to research by design agency ChaseDesign, shoppers miss the physical, human side of the in-store experience with 78% of U.S. consumers planning to shop more in person this year than last year. Forty-two percent said they miss being able to touch and feel products — and 63% long to get out of the house. To create a positive in-store experience for consumers, the study revealed that retailers must ensure to have an inviting atmosphere (54%) and employ believable, knowledgeable staff (50%) to meet their expectations.

Ready to connect with consumers via a pop-up? CONTACT US.

28,000 sq. ft. in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto.

Are you a match? CONTACT US.

Pop-Up Tech

Brands don’t have to stick with an all-or-nothing retail technology strategy. Advances in cloud-native architecture and resilient commerce makes it possible to put a brand’s best foot forward. Here are four ways a tech strategy can help:

• Planning. Floor plans, merchandising, and fixtures can be a nightmare, but with DIY tools brands can take control of elements in the virtual world to ensure a smooth transition to their physical pop-up. VM-ID recently launched its Visual Merchandising Floor Plan tool that helps guides users through categorization and zoning and ensures that the floor plan created is optimized for a successful and enticing shopping experience. Check it out.
• Deployment. Small and lightweight cash processing systems that are connected online enable pop-ups to easily process sales and gather valuable sales reports.
• Data. Integrated sales and marketing systems can track customer data, aiding in the creations of an omnichannel experience.
• Localization. When activating mobile pop-ups it is imperative that your tech strategy be able to keep up with customers’ “home” shop, product availabilities by location, tax implications, etc. to keep customers connected with the brand.

FEATURED SPACE: GVA’s Tsawwassen Mills

With over 180 stores and 4-million visitors annually, Tsawwassen Mills is a one-of-a kind shopping experience that offers a perfectly curated mix of premium fashion brands, factory outlets, restaurants, and entertainment options. This centre is a unique destination for Greater Vancouver Area shoppers and tourists alike!
Check out Retail Insider’s Photo Tour of the property.

Interested in popping-up at Tsawwassen Mills? Spaces are available! Contact us!

Toronto 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 in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

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 stories located on Queen and Bathurst Streets.

#TrendAlert

“COVID-19 has accelerated pre-existing trends and crystallized new preferences and priorities. The three trends promoted by the pandemic — digitally enabled convenience, frugality, and health and wellness — will continue to drive consumers’ behavior as the pandemic subsides.” Denise Dahlhoff, senior researcher, consumer research at The Conference Board

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.

• Atlantic Station Hosts Custom-Bike Pop-Up
• CambridgeSide Hosts Black Owned Bos. Pop-Up Shop
• Girl Boss Fashions opening pop-up store in downtown Detroit
• Versace Brings Its Spring Underwater Pop Dream to Shanghai
• Louis Vuitton’s SoHo Store Dedicates Pop-up to Summer Collection
• Ganni Opens Month-long Pop-In Shop at Nordstrom’s NYC Flagship

Budweiser Celebrates the Return of Baseball with Pop-Ups

Budweiser celebrated the April 1 start of the MLB season with pop-up experiences in Chicago and New York for fans who can’t go to games in-person. Fans also got the chance to throw the first ball for their teams by using #Sweepstakes and #BudPitchYourPitch on Twitter.

Food Entrepreneurs + Spaces Wanted

Want to launch a food brand or open a ghost kitchen? Perhaps you have a kitchen space and are looking to connect with food entrepreneurs?

We are looking to connect food brands and spaces. CONTACT US.

Downtown Toronto or Vaughan Space Wanted

A food brand 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.

The origin of the Easter Bunny dates back hundreds of years, beginning in Germany, where the hare was said to be the symbol of the Pagan Goddess of Spring and Fertility.

Marketing, Communications + Technology Cohesion

A report published by Cision and the CMO Council found that 69% of marketing and communications leaders are investing more in technology this year. The report suggested these three internal processes for alignment between marketing and communications:

• Cross-functional team meetings (77%)
• Integrated campaigns (63%)
• Shared goals and metrics (57%)

An additional recommendation is to enhance integrated strategies with:

• Marketing analytics, performance, and attribution
• Content marketing
• Business, customer intelligence, and data science
• Mobile and web analytics
• Social media marketing and monitoring

Ice Cream Flavor Survey Results

Last week we asked which flavor of ice cream best represented you and based on the results, our #FGF readers may have commitment issues as the majority selected “respect and accept all flavors equally” as a response.

Study: Brand Activism Sways Buying Behavior + Brand Impression

Nearly half (49%) of consumers view brand activism positively, according to a survey by market research firm Piplsay. The movement in question included brands like PepsiCo, Procter & Gamble, Mars, and Hasbro making changes to their logos and product names to address social issues like racism and gender-neutrality. More than half (58%) of consumers say such actions have impacted purchasing behavior or brand impression.

#ProTip: The Four “Cs” of Data Quality Results

Data quality is now essential for any organization, but it is ever-changing and maintaining quality data can be daunting. The following are critical elements for quality data:

• Consumer data must be complete.
• It needs to be accurate and correct.
• Data should always be current.
• And it should be compliant with new laws.

Data Decay: 30% or more of a typical CRM’s data is inaccurate or incomplete. Source: Infutor’s TrueSource Identity Graph

#FGF Story: “Overshare in Your Underwear”

Hanes’ new campaign for its Total Support Pouch boxers introduces “Hans,” a chilled-out dude who has just spent two years at a Buddhist monastery. The clip finds Hans blissfully endorsing his underwear as he rides a mechanical yak and climbs mountains. The campaign rollout includes social media with an #OvershareInYourUnderwear TikTok challenge that has attracted 3.3 billion views.

What We’re Reading

• Fitness brands look to organic, short-form video to connect with remote consumers
• Gartner Future of Supply Chain: Crisis Shapes the Profession
• Yahoo to launch interactive marketplace
• Why a personalized LinkedIn background is what your profile is missing
• 6 charts show how a pandemic upended retail supply chains
• Anthropologie unveils first digital-only catalog on Pinterest
• B2B Content Isn’t Boring Unless Your Writing Is

Survey: Social Media Usage Slightly Up

Triton Digital and Edison Research report that 82% of the US population is using social media, up from 80% in the first quarter of last year, and that 61% of survey participants use Facebook. Instagram leads the 12-34 age group and TikTok has had the largest year-over-year increase.

New Twitter Reactions May Be on the Horizon

Twitter is surveying users to gauge sentiment towards different sets of reaction emojis in addition to the current heart. The proposed emojis include laughing, crying, and thinking faces, similar to Facebook icons, and thumb or arrow ups and downs to indicate agreement or disagreement that are akin to Reddit’s upvote and downvote tools. The social platform did not announce timing on the launch of the icons.

Peeps Returns For Easter with Livestreamed Series, Brand Partnerships

Peeps marshmallow candies are returning for Easter with a campaign aimed at engaging consumers across digital media platforms. Just Born Quality Confections is asking fans of Peeps Chicks and Bunnies to share their “Peepsonality” with digital content, a mobile game takeover and limited-edition merchandise.
Peeps is also:

• Livestreaming “Peepsonality Live!” its first virtual DIY series to show people how to use its marshmallow candies in recipes, hosted by a variety of foodie influencers. The series will also be saved to the brand’s IGTV and YouTube channels.
• Partnering with cereal maker Kellogg to showcase a recipe for multicolored Rice Krispies treats made with its marshmallow candies.
• Taking over mobile game Funko Pop! Blitz from April 1-8.
• Creating a set of virtual backgrounds to download from its activities web page for people who want to perk up their video calls.
• Bringing back their Peeps clogs with shoemaker Crocs.

#TrendAlert: Wells Fargo Predicts the Biggest Retail Winners

According to a new survey by Wells Fargo, beauty and bargain retail are poised to be the biggest winners this year as consumers return to brick-and-mortar stores and get comfortable socializing again. Their retail team recently polled American consumers to get a better sense of their post-pandemic shopping behaviors and when asked which products they were most likely to buy first, respondents most frequently selected makeup (40%) surpassing “going-out apparel” (37%).

The off-price sector (think TJ Maxx) was on a tear prior to the pandemic. But its focus on bargain hunting in stores has hampered their performance during the health crisis as many Americans stayed home. These companies have less of a presence online, too. When more shoppers return to stores to refresh their wardrobes, analysts expect that Burlington, Ross, and TJX stand to win back market share in apparel.

Take advantage of this trend with a pop-up! Contact us!

Which Brands are Gen Z Turning To?

For Gen Z, the start of a new year brings positivity, the chance to progress on life goals and experience new things. You can expect to see young people spend more on purchases they couldn’t make while quarantining – a phenomenon known as “revenge spending.” But which brands will Gen Z turn to for these purchases? StudentBeans’ Youth Brand Affinity Tracker Q121 results have shown some surprising movements. Recent shifts include:

• Old Navy has overtaken Forever 21 to take the crown in the fashion vertical.
• Sports brands continue to perform well across all metrics, including purchase intent, despite gym closures and cancellations.
• Grocery chains who supported Gen Z through the difficult past year have seen brand advocacy skyrocket and sales grow online as well as in-store.

28,000 sq. ft. in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto.

#FeatureSpace: CrossIron Mills

With over 200 stores and 100 outlets, CrossIron Mills is a shopping experience unlike any other in Alberta, featuring a curated mix of premium fashion brands, outlet and factory stores, and entertainment and dining options. Attracting over 9.3-million shoppers annually, this centre is a destination for locals and tourists alike!

Retail Insider recently featured Calgary’s CrossIron Mills as part of its Photo Tour series of Canadian malls to provide a glimpse into shopping.

Interested in popping-up at CrossIron Mills? Spaces are available! Contact us!

Toronto 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 in Toronto:

Two-storey space with a combined 800 sq. ft. located at Queen and Peter available immediately.

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 stories located on Queen and Bathurst Street

Frictionless “Stores Of The Future” Will Land and Expand

A new paradigm of physical retail, created and accelerated by the pandemic’s disruptive forces, is ready to emerge. This year, frictionless, digitally enabled retail experiences will dot the landscape.

Research from Periscope By McKinsey illustrates just how fast consumers are embracing technologies that enable curbside pickup, self-checkout, and frictionless retail. Interest in both mobile payments (up from 17% to 30%) and mobile app orders (up from 16% to 28%) surged. Meanwhile, more than one-fifth of respondents registered interest in both apps to scan barcodes and the use of digital screens for store navigation.

Technology is transforming physical retail, and the pandemic catapulted frictionless experiences years into the future.

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.

• Bloom! Pop-Up Market at Life Suites to Shop From 10+ Local Vendors in North Carolina
• Jacquemus to Open Flower Pop-Up Store for a Week in Paris
• Marni Opening Pop-In Inside Beverly Hills Neiman Marcus
• Vancouver Pop-Up Event Launches to Support Local, Independent Artisans
• The Finnish Chamber of Commerce Helped Launch Natural Livings Pop-Up Shop at SOGO Causeway Bay In Hong Kong
• Downtown Green Bay, WI Launched a New Pop-Up Shop Program
• Middleman Launched Archival Pop-Up Shop at LA’s Terminal 27

Known as “sakura” in Japanese, cherry blossoms are a symbol of more than just spring — they stand for renewal and hope.

CMOs Say Companies are Now More Prepared to Pivot Than Ever

A recent survey by fractional CMO talent acquisition experts, Chief Outsiders, has found that CMOs are optimistic about the opportunities for growth in an economy that could rebound from pandemic-related challenges. A vast majority (91.6%) said companies are either much more (45.8%) or somewhat more (45.8%) prepared to strategically pivot in 2021, compared to before the pandemic began.

Consumers Remained Loyal in 2020

Loyalty has been a key priority for marketers for years, but the pandemic’s disruptions to supply chains tested the limits of customers’ bonds with their favorite brands. The Merkle research group recently shared their brand loyalty survey results and they indicated that a majority of consumers stayed loyal to a brand last year, demonstrating the importance of catering to consumer preferences.

Here are the most popular loyalty rewards (more than one selection was allowed):

• Discounts (70%)
• Free products (65%)
• Free samples (51%)
• Free services (48%)
• Chance to win prizes (28%)

Welcome Spring, warm weather, sandals and ice cream!

Which flavor of ice cream best represents you?

• Traditional chocolate or vanilla
• Rocky Road, Chunky Monkey style
• Something fruity
• Respectful and accept all flavors equally

The Most Innovative Products of 2021

Whether you’re looking for natural beauty products, eco-friendly household cleaners, work-from-home desk and lighting essentials, or a weekend getaway to the great outdoors, check out this list of the most innovative products of 2021.

#FGF Story

Coors Light is inviting people to trade in their “quarantine clutter” for its weight in free beer, with the accumulated goods subsequently being donated to charity by the beer giant.

What We’re Reading

• Andrew Yang (New York’s Leading Mayoral Candidate) Has Some Concerns About Zoom
• Fast Company’s World Changing Ideas 2020 Awards
• “The Market Seems Crazy”: Start-Ups Wrestle With Flood of Offers
• Why So Many Fashion Brands Are Launching Right Now
• Canada Goose is Solving the Big, Puffy One-Product Problem
• Where Brands are Reaching Gen Z
• How to Utilize Your Instagram Profile at Every Stage of Your Sales Funnel
• Hootsuite’s Social Media Image Size Guide for 2021 [Infographic]

Interested in Clubhouse?

This infographic offers a guide to Clubhouse for marketers, displaying stats and advice about the invite-only audio app. The visual explains the types of users found on the app and suggests ways brands can engage with them, including hosting rooms, delivering value on stage and focusing on building human connections.

FunFacts about Clubhouse

Clubhouse launched in April 2020 and has only 9 employees.The app has 6 million registered users and was downloaded 2.3 million times in January 2021 alone boasting a 4.9 starrating on the app store. Valued at only US$100 million in May of 2020 Clubhouse is now valued at US$1 billion.

TikTok Launches “Top Ads” Ad Library Tool

If you’re running TikTok ads or thinking of it, their new “Top Ads” tool can provide invaluable insights. It lets you search for the best performing campaigns by vertical and region for inspiration. It also offers separate tabs highlighting the latest trending themes in the app and showcases a range of ad case studies to check out.

Confectionery Purchasing Behavior

The National Confectioners Association (NCA) has released their 2021 State of Treating report and both chocolate and non-chocolate candy sales grew in 2020 by 4.2% and 2.9% respectively. During the pandemic, 61% of consumers changed their confectionery purchasing patterns. Around 41% purchased more value packs and individually wrapped items.

Do you have a sweet pop-up in mind and want to take advantage of this trend? Contact us!

Adidas X Peloton SS21

Adidas and Peloton announced a collaboration that takes full advantage of the pandemic-powered wave of interest in activewear and home-based workouts. Their first effort is an apparel collection dubbed “adidas x Peloton SS21” designed by Peloton instructors. This partnership continues Peloton’s effort to grow its apparel sales, which include its own private labels as well as third-party brands. Pop-ins are the perfect way to test collaborations with like-minded brands.

Do you have a space to host a pop-in? Are you a brand looking to test a pop-in? Contact us!

Forever Space in the GTA Wanted!

Looking for a space with a minimum of 28,000 sq. ft. for an arts and entertainment group. The brand is looking to transition from pop-up to permanent and it is looking for its forever space in Toronto.

Gen Z and The Retail Middle Class – A Path Forward

A new white paper from The Industrious examines key insights and strategies to fuel recovery and growth in the retail landscape forever transformed by the COVID-19 pandemic. Entitled Gen Z and The Retail Middle Class – A Path Forward, it analyzes the current state of retail and how businesses can adopt and incorporate advanced experience strategies and technologies to survive and thrive in the evolving retail landscape, including:

• How a well-designed, innovative customer experience can be transformative for retailers in every vertical and at every level.
• Ways in which aligning the customer’s personal brand with the retailer’s brand can engage shoppers and build lasting relationships with the next generation of consumers.
• The impact of mobile devices, content and social selling on creating the path forward.

Toronto 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 in Toronto:

Two story space with a combined 800 sq. ft. located at Queen and Peter available immediately.

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 stories located on Queen and Bathurst Streets.

Concept 012: Black_Space pop-up

The latest New Concepts @ Nordstrom pop-up, Concept 012: Black_Space, champions fashion, beauty and lifestyle products curated by five Black creatives from around the globe. Among them are L.A.-based Beth Birkett, co-owner of menswear shop Union and founder of Bephies Beauty Supply, a streetwear brand and marketplace contributing to the 28 brands featured. Many of the men’s and women’s items, ranging from $10 to $2,913, are exclusives and most labels are new to Nordstrom. The pop-up runs through May 3 at Nordstrom stores including Westfield Century City, Los Angeles; South Coast Plaza, Costa Mesa; and Fashion Valley, San Diego.

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.

Three Steps to Perfecting Cross-Channel Personalization

There are boundless opportunities to improve the shopping experience and create more personalized, connected ecosystems for consumers. Start small, learn about yourshoppers, leverage data and insights, and keep iterating, learning, and evolving. Here are three simple steps:

• Integrate data throughout the customer journey
• Use the right customer touchpoints
• Connect the shopping experience

The end goal of cross-channel personalization is to deliver relevant content, incentivize purchases, increase sell-through and establish brand loyalty.

Pop-Ups in Action

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

• New true crime themed pop-up bar coming to Westport, MO.
• NY fashion brand Rachel Comey opening a pop-up shop in Brooklyn.
• Cheese Boutique’s food truck is hosting Toronto’s top chefs for parking lot pop-ups.
• New London, CT pop-up shop carries clothing and prints from local artists.Sam’s Club offers digital access to outdoor pop-ups.
• Education and Skills Training Program has relaunched their student-run pop-up market.
• Lavie by CK “Coming 2 America” pop-up shop is launching in LA.

Sand is a component within products from the simplest table plate to the most complicated medication.

It is estimated that there are seven quintillion, five hundred quadrillion grains of sand in the world.

Celebrating St. Patrick’s Day This Year?

This year’s St. Patrick’s Day celebrations may look a little different from previous years. What are your plans?

• By wearing green
• Having a special dinner at home
• Decorating my home/office with an Irish theme
• Going to a party, parade, etc.)
• I’m not planning on celebrating this year.

Zenergy Launches Virtual Event Program

The Virtual Event Program (VEP), a new service from Zenergy Digital, provides an end-to-end solution for B2B companies to deliver enterprise-class digital and hybrid event experiences that drive brand awareness and lead generation. It also enables companies to connect with new and existing customers through dynamic content and interaction. Zenergy’s VEP allows clients to produce virtual events conveniently and reliably with a complete solution. The VEP offers:

• Seamless integration of websites, registration, content marketing, creative design, event management, and more
• A platform to drive engagement with live streaming, virtual booths, video sessions, Q&A, contesting, and other dynamic, interaction tools
• A way to track audience attendance, capture sales leads, and collect feedback easily
• The capabilities to leverage additional support tools like digital advertising, presenter training, and full project management

Need help planning and executing virtual and hybrid events? Contact us!

#ClientNews

Our client Richard Gurberg, President of Creatium Equipment, was featured on CTV News Northern Ontario where he discussed emergency preparedness for Spring flooding. Watch the segment.

Will your next luxury vacation be in a car?

Lexus Launches “Retreats in Motion” Luxury Experiences

Lexus has launched a series of wellness with luxury road trips whereby guests will spend two nights at a luxury resort and then drive about three hours in Lexus’ 2021 IS sedan to another hotel for a two-night stay before returning back. Activities along the way include scenic views, aromatherapy, guided breathing exercises and healthy gourmet meals. The five-day trip is promised to offer relaxation and drive emotional well-being.

#FGF Story

World’s First Space Hotel Scheduled to Open in 2027

If you’re daydreaming of future travels while stuck at home during the pandemic, why fantasize about the beaches of Bali or the canals of Venice when vacationing in space could be in your future? Renderings of what the hotel might look like suggest an interior not dissimilar to a luxury Earth-bound hotel, just with some pretty spectacular out-of-this-world views. The next stage in getting the Voyager Station off the ground is bringing more investors into the mix and continuing with tests on the ground.

What We’re Reading

• How to use storytelling strategies to get your emails answered5 lessons from COVID-19 that will help us build a sustainable future
• Adidas aims for DTC to be 50% of sales by 2025
• Report: Most consumers abandon a brand after 3 bad experiences
• Eggo measures parent stress in mornings with L’Eggometer

#TrendAlert

YouTube Investing Heavily in CTV, Short-Form Video and Ecommerce

YouTube Chief Product Officer, Neal Mohan, recently shared how the COVID-19 pandemic has accelerated the growth of digital video across connected TV (CTV) and mobile devices, what it means for users, creators and advertisers, and how ecommerce fits into the mix. Mohan noted three big consumer trends that he expects will continue to grow this year:

• Streaming content in CTV
• Ecommerce (which he said is 10 years ahead of where the industry was right before the pandemic)
• The continued growth of short-form video content

Do you need help developing video content? Contact us!

SEO Data Can Fuel Your PR Strategy

Search Engine Optimization (SEO) data can inform communicators about which sites to target, topics to focus on, and how to get the most longevity from media coverage. Here are three tips on how SEO data can support your PR initiatives:

• 1. Using domain authority to prioritize target press

  While readership metrics are more important to PR, there’s value in being able to identify the SEO merit of a site. This will dictate how prominent your content is within the search engines, and how long it remains visible.

• 2. Using link profile tools to identify new publications

  Link profile tools have several benefits with the most important being insights into which sites linked to you over a given time. This is useful for identifying media coverage you might have missed so you can determine which sites and online magazines to target.

• 3. Using keyword research tools to establish topics of interest

  The crossover between SEO and PR isn’t just about amplifying coverage. Use SEO data at the ideation stage of campaigns too. Keyword research tools show what your audience is searching for and the questions it’s asking around a topic, giving you something to tap into with content.

Writing LinkedIn Messages That Get Read

Here are four tips to writing a LinkedIn message that will get read:

• Keep InMail subject lines short.
• Make a personal connection in your opening.
• Bring up mutual connections.
• Keep your messages under 100 words.

Retail Renaissance

A new special report by The Economist looks at the future of shopping, which is being transformed by ecommerce. The digital upheaval is changing the way things are made, marketed, and sold. However, according to the leading publication, it will not replace the physical store. The report supports the shift to DTC trend, as it examines the way the traditional model of shopping – mass production, mass retail and mass consumption – is being overturned. Because of digitalization and data tracking, brands have a more direct relationship with consumers. Read the full report.

Searching for a “Forever Space” in the GTA

An arts and entertainment group is transitioning from pop-up to permanent and it is looking for its “forever space” in Toronto. The brand requires a minimum of 28,000 sq. ft.

Toronto 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 in Toronto:

Two story space with a combined 800 sq. ft. located at Queen and Peter available immediately.

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 stories 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.

Three Steps to Perfecting Cross-Channel Personalization

There are boundless opportunities to improve the shopping experience and create more personalized, connected ecosystems for consumers. Start small, learn about yourshoppers, leverage data and insights, and keep iterating, learning, and evolving. Here are three simple steps:

• Integrate data throughout the customer journey
• Use the right customer touchpoints
• Connect the shopping experience

The end goal of cross-channel personalization is to deliver relevant content, incentivize purchases, increase sell-through and establish brand loyalty.

Pop-Ups in Action

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

• A SpongeBob SquarePants pop-up shop is coming to Houston
• Several New York City theaters are reopening as “flex venues” in conjunction with the NY Pops Up initiative
• Tamashii Nations Pop-Up Shop brings GODZILLA VS. KONG exhibit to NYC
• Sundance Records reopens as a pop-in shop at local bar in San Marcos, TX
• Chef Nico Simeone’s online Home-X Cheese Club expanding to open a pop-up shop in Glasgow, Scotland
• Kansas woman organizes pop-up shop to provide free clothes to people in need

Éire (listen) is Ireland’s name in Irish.

#ProTips
Considerations when Planning Multichannel Advertising

Determining your return on investment can be quite difficult when your ad campaign spans across a myriad of channels including television, radio, online, print, and more. Consider the following to help guide you during the planning phase:

• Which channels and networks can deliver ideal reach for your campaign:
• Television and radio have the broadest reach but come with a steep price tag.
• Social media, online video, and display advertising, although not as wide-reaching, will help drive awareness and purchase.
• Affiliate marketing, email marketing, and paid search will likely result in the highest return on investment due to the lower associated costs.
• Determine top channel/screen combinations for strong offline sales, foot traffic, app downloads, etc.

Ultimately, marketers should not obsess over an ideal ROI number, but focus on moving consumers through the marketing funnel using the most optimal media mix.

Branded Social Tokens to Monetize Engagement

On par with loyalty points, gift cards and fan clubs, social tokens offer a unique way to improve brand awareness, engagement, and affinity. Some brands are tapping into consumers’ increased acceptance and understanding of virtual currencies and are minting, issuing, selling, and trading virtual coins in their names. These branded cryptocoins even have a “collectibles” component like merchandise purchased by fans.

The Attention Economy

Global internet traffic has increased by 70% over the past 12 months while the number of online transactions rose by 27% and conversion rates by 25%. In 2020, global digital ad spend grew by 2.4% and is projected to increase 17% this year. With the growth in e-commerce and the time consumers spend online escalating each year, this should mean continued good times for brands online. Although this is all good news, there’s a metric which complicates matters: according to psychologist, the average person concentrates on a new stimulus for just eight seconds.

So how can you hook consumers and keep them engaged, particularly in an increasingly crowded digital maze? Here are some tips:

• Share your message in brand-safe environments that grab consumers’ attention and create high-impact experiences.
• Find quality consumers at scale and nurture them throughout the buyer’s journey using precise targeting and retargeting.
• Grow sales using a performance-first platform including automated bidding, traffic management, and more.

#FunFacts

98% of brand marketers expect attention-based metrics to be key in building brand value in the coming years.

Source: Yieldmo, Attention 2.0: Enhancing Ad Measurement Beyond Clicks & Viewability

What We’re Reading

• Does ‘brand purpose’ messaging actually impact consumer behavior?
• The Return of Retail – Haute commercial centers are leading the charge in new openings
• Sephora to open 60-plus freestanding US stores in 2021
• “A positive corner of the internet”: Pinterest talks advertising and why it’s different
• Bottega Veneta Wipes Weibo Account in Latest Social Media Snub
• For some restaurants, virtual brands are a “godsend”
• Why Clubhouse’s UX is so alluring

#TrendAlert

Unexpected Categories are Boosting Online Share

It’s not just conventional foods that consumers are increasingly snapping up online. Hot beverages, baby care, and over-the-counter health products are also seeing a large pickup in omni-shopping share, according to Nielsen, whose latest analysis of the Canadian FMCG industry also shows that brands need to focus on health propositions and innovation. Originally, baking goods and prepared foods grabbed most of the headlines with extreme growth spikes during the pandemic. However, the new normal omni-shopper is embracing the e-commerce experience in other, novel areas according to 52-week data compiled by Nielsen, ending December 2020. Some examples include:

• Hot beverages purchased online is now 7.9%, up 110 points.
• Baby care is showing a 9.9% share, up 87 points.
• Over-the-counter health products are at 6.4%, up 80 points.
• Deli meats have a 6.3% share, up 119 points.

#FunFact

71% of consumers say they are likely to try innovations from the brands they trust most.

Source: BrandSpark

Managing LinkedIn Messages

LinkedIn messaging has been around for a while, but new features have been developed to make messages more valuable. Here’s how to make the most of them:

• Set up smart replies
• Get email notifications
• Filter and manage conversations
• Mute or delete a conversation
• Report unwanted and spam messages
• React to, forward, and share messages

Next week’s #FGF will focus on tips for LinkedIn Messages.

Toronto 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 in 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.

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

800 sq. ft. over two stories located at Queen and John available immediately.

Have Storefront Windows in Toronto That You’d Like to Monetize?

Our client is looking for a retail storefront anywhere between Bathurst to Yonge and King to Dundas for an interactive window display for the entire month of May.

75% of US Shoppers Read Online Reviews

Product reviews are used by more than 75% of US consumers when shopping online, and these shoppers want both professionally-shot as well as user-generated new product images, according to Bazaarvoice’s annual Shopper Experience Index. Social media also plays a key role in shopping as 32% of respondents said they discover new products via social, with 33% of users buying products through a social platform.

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.

• Solid & Striped opened a pop-up shop in Palm Beach’s Rosemary Square showcasing their sun-soaked designer swimwear, apparel, and beachy accessories.
• Stella McCartney unveiled Stellabration, her sustainably-focused pop-in at Bloomingdale’s flagship Manhattan.
• ‘Dios‘ lifestyle brand launched an exclusive pop-up shop with rapper Freddie Gibbs in Houston, TX.
• Nintendo has launched Kirby’s Dream Factory pop-in shop inside Daimaru Umeda Department Store in Osaka, Japan.
• Women-owned pop-up shops open to celebrate Women’s History Month.

Global consumption of rice was just over 493 million metric tons in the 2019/2020 crop year, making it the world’s second most important cereal crop following corn. Source: Statista.com

As businesses around the world continue to evolve and navigate the changed reality COVID-19 has created, manufacturers are faced with new and demanding challenges of their own. Connecting and communicating with customers and prospects has become one of B2B companies’ primary challenges.

Before COVID-19, businesses relied heavily on tradeshows for networking and prospecting. Tradeshows served to launch new products, build partnerships, connect with potential buyers, and create awareness for the brand overall. So, now what? With few to no physical tradeshows taking place in 2021, manufacturers are forced to rely on virtual events and digital outreach more than ever before.

The purpose of virtual events is no different from that of in-person ones – focus on customer relations, brand awareness, and lead generation. But where in-person events make interactivity easy, virtual events must place a greater emphasis on the customer experience and engagement to be successful.

Drive Attendance

Remain patient and set aside enough time for proper execution.

You should be setting aside at least six weeks to plan and promote your event. The average cost per virtual attendee is $500 – $1,000 (Markletic, May 2020). To optimize your budget for the best results and quality attendees, you must clearly define your target audience. Consider using outreach tools such as email campaigns and targeted social media posts, in addition to direct outreach from sales representatives, programmatic advertising, and business partner implication to drive attendance at your virtual event.

Keep Your Audience Engaged

There are four major things you can do to keep your audience engaged:

• Engage with your audience well before the event. Send out a survey, post a call-out on Twitter, ask your attendees what exactly they want to get out of the virtual event.
• Integrate live polling and display as your event takes place. Have people share their responses to pre-determined questions in a live audience poll and then project the responses onto a backdrop.
• Send virtual ‘swag bags’ to your attendees. These can be sent as a thank you for attending post-event. Bags can also be sent beforehand, with items that your attendees can utilize throughout the event.
• Utilize various types of contests. Contesting is a great way to ensure that registrants attend, are engaged, and stay present throughout your event.

Promote Your Event Before, During, and After

On par with loyalty points, gift cards and fan clubs, social tokens offer a unique way to improve brand awareness, engagement, and affinity. Some brands are tapping into consumers’ increased acceptance and understanding of virtual currencies and are minting, issuing, selling, and trading virtual coins in their names. These branded cryptocoins even have a “collectibles” component like merchandise purchased by fans.

The Attention Economy

Planning is key! The bigger the event, the longer the promotion cycle should be. As a rule of thumb, allow a minimum of two weeks for promotion leading up to your event.

Consider the following ideas to help with promotion before, during, and after your virtual event:

• Develop a promotional email campaign
• Create an event landing page
• Utilize social media and digital ads
• Share pre-recorded video teasers
• Create specific tools for your sales team to conduct outreach
• Pro Tip: Include a registration CTA for your next event at the end of your live event while you have a captive audience

Metrics Matter

Metrics help you get buy-in from management and help you understand your success! By focusing on key metrics, you ensure that you do not lose sight of your ultimate goal: gaining sales opportunities and making sure value is produced.

Pay close attention to the following when thinking about qualifying your success:

• Number of attendees
• Audience demographics
• Opportunities created
• New business generated
• Marketing qualified leads
• Return on event investment

Use Content Strategically to Extend the Life of Your Event

Promotion does not end when your event is over.

Keep the momentum generated from your event going by creating additional content marketing tools, such as a highlight video, blog post about key learnings, or an infographic covering the main topics discussed. Make these assets downloadable and be sure to send them to all event registrants and encourage them to share your content with their colleagues and industry peers. If you sent your attendees ‘swag bags’ – ask them to share a picture on their socials!

Embracing virtual events today will bonify your physical events when they return, and B2B companies are already investing in this style of hybrid event planning. Uniboard Canada Inc. a leading North American manufacturer of engineered wood products and decorative surfaces, recently hosted a live virtual event to launch their new color collection and press technology. Included was a multi-camera TV broadcast-quality production with live interaction between the virtual guests and speakers to ensure engagement and interactivity. Read how they did it here.

Learn More

Zenergy Communications is a full service, multilingual marketing and communications agency achieving success through innovative and integrated initiatives. We are passionate about brand storytelling through content and design, focusing on achieving awareness and bottom-line goals. Interested in learning more about Zenergy and how a virtual event can work for your business? Reach out at: info@zenergycom.com to connect.

Crafting a Winning Call to Action

Here are seven secrets to crafting a call to action (CTA) for marketing campaigns:

• Make an offer they can’t refuse. The more valuable your offer appears, the more irresistible it becomes. Use language that reduces risk and promotes value, like: “50% off”, “Buy one, get one”, “No credit card required”, “Free”.
• Tap into their fear of missing out. FOMO is a powerful motivator, so build anticipation, create scarcity, and suggest that time’s running out.
• Solve a problem. Use buyer personas to zero in on pain points and tell your prospects how your business solves them.
• Incite action. The first word of your CTA should be first-person and action-oriented. Examples include call, click, discover, download, find out, join, register, save, sign up, start, stream, subscribe, try, watch, etc.
• Keep it short and sweet. Direct is best – aim for three to five words that focus on what you want prospects to do such as call for a quote.
• Make it stand out. Make your CTA really pops and is easily legible so prospects don’t have to hunt for it.
• Test your CTA. A/B test your CTAs to a small segment of your target audience.

Nostalgia Marketing vs. Newness

With the pandemic dragging on, the desire for a return to normalcy will only grow stronger and this is why nostalgia marketing will continue to enjoy a renaissance throughout 2021. Here are some examples of recent comebacks:

• Wristwatch preferences, particularly among collectors, such as Swatches and Casio G-Shocks.
• Drive-in theaters.
• Baseball cards.
• Uber Eats reunited Wayne and Garth from “Wayne’s World”; the duo last hit movie theaters 28 years ago.

While nostalgia and cutting-edge technology may seem to be at odds, the fact is that new technology is making many of these nostalgic indulgences possible.

#FunFact | Some 71% of Americans said they began playing video games more after the pandemic began, with more than one in three turning to classic video games from their childhood. Source: The NPD Group

#FGF Story | National Geographic x NASA Team Up on Perseverance Rover AR Instagram Experience

Users can enjoy an immersive 360-degree view of Mars’ panorama and take a selfie with the robot. You can find this interactive (and the other AR filters) on Instagram:

• Open Instagram.
• Swipe left on the home page to open the Instagram camera.
• Swipe right on the filters to Browse Effects, on the far right.
• Search Mars AR.

What We’re Reading

• Pinterest Predicts 2021
• This Vancouver Company Provides Well-Designed Cat Furniture
• Tiktok Integrates with Shopify and Expands Ad Solutions in Canada
• P&G’s Old Spice to Open First Barbershop, Doubling as Content Studio
• This Virtual Pop-Up Shop Is All About SNACKS

What are you reading? Let us know at info@zenergycom.com..

Creating Online Communities

Research from Facebook and New York University’s The Governance Lab has revealed that 46.1% of Americans say that the most important group they belong to operates online as compared to 30.1% who selected in-person as a response. This research supports the rising popularity of digital communities, such as Facebook Groups and other online forums.

The researchers were able to establish four key elements in the growth and resonance of online groups.

• Digital technology enables groups to form at unprecedented scale and speed
• Online groups enable marginalized people to build community
• Online and offline spaces complement each other
• The COVID-19 pandemic has put many online groups at center stage

Download the full report here.

#FunFact | Facebook groups are used by over 1.8 billion people every month, with more than half of all the people using Facebook now members of five or more groups. Source: The Governance Lab

Feature Spaces

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:

TORONTO, ON | Located just outside Downtown Toronto, a mall with multiple space opportunities in varying sizes and features available for daily, weekly, and monthly pop-ups. Looking for brands in these sectors: Stationery & Card Store, Books/Gifts, Socks/Shoes, Tech, Entertainment, Clothing & Apparel.

CALGARY, AB | Located near downtown Calgary, a mall with stores, outlets and restaurants has multiple spaces that can be adapted to your pop-up needs. Looking for brands in these sectors: Shoes, Women’s Fashion, Tech Devices, Entertainment, Pet focused, Books.

VANCOUVER, BC | Benefit from a one-of-a-kind pop-up experience at a centrally located mall. Looking for brands in these sectors: Women’s Fashion, Entertainment. Sports, Shoes, Car Accessories, Electronics, Indian/Indo-Canadian Food.

Are you a brand interested in popping-up in one of these spaces? Contact us at info@popupgo.com.

#TrendAlert | Pinterest Predicts

Pinterest has released its 2021 Trend Report, Pinterest Predicts, and it boasts that this year will be a rebirth, not a reset. Some insights from the report site adding elegance to athleisure in order to become Athflow and incorporating a minimalist aesthetic to transition into a new market category coined Skinimalism. Pinterest claims that Pinners are ready for a renaissance, so expect the regular to be reinvented.

you a brand or creator that wants to take advantage of these trends to host a digital or physical pop-up? Contact us at info@popupgo.com.

Brands Looking for Spaces

A luxury smoking accessories brand is looking for ground level, storefront pop-up spaces in Montreal, Toronto, New York City and LA. Space size and timing are flexible.

• A food and beverage brand is looking for a 1,000+ sq. ft. space in Griffintown area of Montreal for a one-month pop-up.
• A specialized phone accessories brand is looking for a 100 sq. ft. space with WIFI in Kelowna, BC for a few weeks in March.
• A sustainable fashion brand is searching for a 500-1,000 sq. ft. space in San Francisco’s Mission District.
• A golf simulator brand is looking for a 1,000-3,000 sq. ft. space with an 11’+ ceiling height in the Greater Toronto Area.
• A home décor brand is searching for a 1,000 sq. ft. space from April to July in downtown Oakville, Ontario.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with one of these exciting pop-up activations! Contact us at info@popupgo.com.

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.

Interested in being one of the first brands on projeX? Apply now!

Pop-Ups in Action

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

• Sainsbury’s Set to Open Fourth ‘Neighbourhood Hub’ Pop-Up Store
• Abe’s Vegan Muffins Launches Online Pop-Up Shop
• Photography Pop-Up Shop in Nashville Offers Unique Experience
• Harrisburg, PA Pop Up Shop Supports Black Owned Businesses
• Nax Architects in Shanghai Designed a Pop-Up Store as a Time Tunnel

#TrendAlert | 2020’s “Most Loved Brands”

According to Engagement Labs’ TotalSocial Brand Awards, Trader Joe’s is the “most loved brand” offline while Walmart’s Great Value takes the same title for popularity in social media conversations. The research shows the pandemic shifted conversation toward household cleaning, personal and beauty care, and video games.

“The way to get started is to quit talking and begin doing.”– Walt Disney

Brand Marketers Plan to Stick to Trust-Building Strategies

Brand trustworthiness became a big theme in 2020 with the pandemic and widespread social unrest leading consumers to grapple with uncertainty. Marketing platform, Iterable, surveyed 500 B2C marketers in the US and UK and the results indicated that strategies forged in 2020 will remain relevant into this year as COVID-19 continues to place a significant strain on society and the economy.

Key findings include:

• 87% of respondents (brand marketers) reported their brands needed to pivot to build trust more effectively.
• 25% identified a shift to more crisis-driven communications, 24% cited a greater spotlight put on empathetic marketing, while 23% said their outreach became more sales-driven.
• Most respondents (91%) plan to stay focused on the trust-building strategies they developed in 2020 as the pandemic and wider social unrest reshaped thinking on key aspects of marketing.
• Almost half (47%) of brands issued statements about racial inequality in 2020, making this issue more common than public health (40%), gender inequality (34%), LGBT pride (32%) and climate change (29%).

FGF Reader Results | Valentine’s Day Spending

The results are in from our survey asking: “How will you celebrate Valentine’s Day?” and responses are split nearly equally across all options:

• Special dinner or celebration at home: 25.9%
• Evening out: 24.8%
• I’m not celebrating this year: 24.8%
• Gift of candy, flowers, jewelry, or other: 24.4%

The Power of Quizzes

Quizzes can shake up your marketing mix and engage your customers throughout their journey. Quizzes can:

• Generate leads and grow your email list. Consider offering giveaways to drive responses.
• Aid in qualifying leads and improving segmentation.
• Help recommend products based on people’s responses.
• Serve as a personal shopping assistant suggesting products based on responses.

#FunFact | 88% of marketers say interactive content, like quizzes, differentiates their companies from competitors. Source: Content Marketing Institute

#FGF Story | ClassPass Launches a Map of Clinics offering COVID-19 Vaccines

Best known for helping people find exercise programs, ClassPass will now also help residents of Boston, Chicago, and New York figure out where to get vaccinated. The New York company that’s best known for connecting subscribers with fitness classes near them is now using its technology to aggregate information about where the vaccine is being offered. The information is available through the ClassPass smartphone app and its website, with details about vaccination sites visible on an interactive map.

What We’re Reading

• 5 New Books About Making the World a Better Place
• How Does A Company Selling Chai To Coffeeshops Pivot In A Pandemic?
• Amazon Alexa’s Michael B. Jordan Spot Was Tops on YouTube AdBlitz
• The designer behind one of the iPad’s biggest apps is calling for an end to minimalism
• How Independent Fashion Brands Are Navigating the Crisis

What are you reading? Let us know at info@zenergycom.com..

LinkedIn Generates 80% of B2B Leads from Social Media

LinkedIn is a strong social network for B2B advertisers. Created for business networking, it can perform incredibly well for B2B lead generation. LinkedIn generates 80% of B2B leads from social media, making it hard to beat for brand recognition, conversions, and bottom-line sales effect. LinkedIn has transitioned from being “just” a recruitment platform to being a professional network where people educate and inform themselves and learn about other companies in their industry.

help with your B2B social media strategy? Contact us at info@zenergycom.com.

“If you are not embarrassed by the first version of your product, you’ve launched too late.” — Reid Hoffman, co-founder of LinkedIn

#ClientNews

Working with Hettich Canada, Zenergy’s content development, creative design, digital and video production teams are rolling out a bilingual promotional campaign for their AvanTech YOU drawer system. The campaign is focused on garnering awareness about the benefits and immediate availability of their latest drawer system technology. Focusing on digital outreach, the campaign includes content development and creative design of social media and direct marketing initiatives, sales sheets, videos, as well as a dedicated microsite.

2020 Retail Challenges will be Big 2021 Opportunities

The 2020 Verint Experience Index: Retail findings urged organizations to confront three big issues: rising CX expectations, embracing digital self-serve, and expanding fulfillment options.

Consider a few highlights from this year’s new report:

• Digital is growing, but the journey is still omnichannel—even in a pandemic: 46% of customers who made a purchase in 2020 started in a store.
• Curbside pick-up, a relatively new option developed a year ago, beat out BOPIS for the second-most popular fulfillment option behind delivery.
• 76% of customers who called a retail contact center tried and failed to complete their task digitally first. By converting just one-quarter of those to digital self-serve, retailers could save up to $1.7 million per one million calls.

Need help ensuring that you’re providing the best CX? Contact us at info@popupgo.com.

Mall Owners Get Creative

Malls and retail properties are seeking new life as gyms, micro-apartments, medical centers, offices, pop-up marketplaces and more. In January 2021, Epic Games, maker of the Fortnite video game franchise, announced that it is acquiring a 980,000-square-foot mall in Cary, North Carolina, which it will refashion as its new headquarters by 2024. In Louisville, Kentucky, a vacant Sears will become a Topgolf complex. On the site of yet another old Sears in Lynwood, Washington, there are plans to build hundreds of apartments. Creighton University is constructing a massive health sciences campus on the bones of a shopping mall in Phoenix. The Northgate Mall in Seattle will house an NHL training center. We’re excited to see the creative use of space as restrictions are lifted.

Do you have a space that needs a new life? Contact us at info@popupgo.com.

Brands Looking for Spaces

A luxury smoking accessories brand is looking for ground level, storefront pop-up spaces in Montreal, Toronto, New York City and LA. Space size and timing are flexible.

• A food and beverage brand is looking for a 1,000+ sq. ft. space in Griffintown area of Montreal for a one-month pop-up.
• A specialized phone accessory brand is looking for a 100 sq. ft. space with WIFI in Kelowna, BC for a few weeks in March.
• A sustainable fashion brand is searching for a 500-1,000 sq. ft. space in San Francisco’s Mission District.
• A golf simulator brand is looking for a 1,000-3,000 sq. ft. space with an 11’+ ceiling height in the Greater Toronto Area.
• A home décor brand is searching for a 1,000 sq. ft. space from April to July in downtown Oakville, Ontario.
• A beauty, cosmetic, personal care brand is searching for 10,000 sq. ft. in Calgary.

Let us know if you have a space that fits the bill, and we can bring your vacancy to life with one of these exciting pop-up activations! Contact us at info@popupgo.com.

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.

Interested in being one of the first brands on projeX? Apply now!

Pop-Ups in Action

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

• ‘Schitt’s Creek’ Pop-Up Shop Opens on Chicago’s North Side.
• Village Candy Opens Fundraising Pop-Up Shop for the Tull Family Theater in Pennsylvania.
• Plant Lovers Pop for the Vegan Pop-Ups in Las Vegas
• Director Kevin Smith Opening Mooby’s Pop-Up Restaurant in Vancouver
• Nordstrom Launches a New Pop-Up Devoted to Black-Owned Brands
• A New Soup Shop Pop-In from Top NYC Restaurants Launches in Brooklyn

Frictionless Retail

Canadian convenience store giant, Alimentation Couche-Tard, has partnered with McGill University for an innovation lab, describing it as a live testing ground for innovative and frictionless technologies that address the retail sector’s challenges of the future. This is one of the first times this concept has been tested in Canada. The lab emulates a regular Couche-Tard store on the McGill campus but within that store, customers use an app to unlock the entryway to the “Connecté” section, allowing customers to pick up items that are paid for automatically wihtin the app. The products are recognized using computer vision and image recognition, with the cameras also tracking foot traffic and inventory.

#FunFact | There are 1,187,049 mountains in the world!