The 70:20:10 rule, CMO in 2021, DTC booms, converting leads, and more!

Special Black Friday #FGF Offer

Zenergy Communications is pleased to celebrate Black Friday by offering a special discount on select services until December 1.

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CMO in 2021

CMOs can expect a year of adaption in 2021 with changes in communications channels, shifting resource allocation and the re-evaluation of marketing processes. As they begin setting goals for the new year, this is the time to see how new MARCOM activities will fit with overall business objectives. Here are a few key areas:
  • Fostering diversity and inclusion to reflect changes in the marketplace
  • Ensuring that business models prioritize consumer experiences
  • Focusing on retaining your most valuable customers.


With 45% of CMOs expecting to see increased marketing budgets in 2021, it is clear that companies see value in maintaining visibility in the marketplace with promotional activities. Source: Forrester.


#ProTip: Convert Leads into Customers

You work hard to generate leads — but are you converting them into loyal customers? Here are some quick tips to turn every campaign into lead acquisition opportunities:
  • Segment and target your leads
  • Nurture your leads across multiple channels and at every stage in the decision making journey
  • Leverage webinars and social media to attract, educate, and impress your target audiences
  • Track and measure your progress to improve campaign performance over time

The 70:20:10 Rule

The 70:20:10 rule can help prioritize the time and budget you put into different marketing activities by splitting your output into three different categories.
  • 70% safe to appeal a large audience.
  • 20% moderate to attract a new audience.
  • 10% risky to engage with a niche audience.


Personalized Commerce

Saks Fifth Avenue has relaunched its website with an emphasis on shoppable content and personalization. The new site showcases fashion with ease, customization and lets users filter by fulfillment options such as BOPIS, same-day delivery, pre-order and currently available.

Need help creating an ecommerce site or updating your current one? Contact us at


#ClientNews: NEXT Plumbing Hydronics

NEXT Plumbing Hydronics, a leading plumbing wholesaler in Toronto, approached Zenergy to help grow their awareness and subscriber base. Working with their existing media buy, our team developed a digital campaign with detailed UTM code tracking and a branded sales lead collection landing page. This B2B campaign will continue through the end of the year with supporting social media initiatives planned for 2021. Need help with your digital campaign? Contact us at


#FGF Story: Doug the Pug

Canine social media influencer Doug the Pug has signed new licensing deals with six partners that will expand the brand into categories including digital content, personalized apparel and accessories. Doug will also be starring in “Connected,” a feature film from Sony Pictures Animation. #pugpower #dougthepug. Need help with your social media management? Contact us at


Boom of DTC

The direct-to-consumer model has skyrocketed in popularity in the last decade and the pandemic has pushed this even further. DTC pop-ups offer a simpler shopping experience based on cutting out the middleman and offering fewer, but higher quality, products than traditional retailers. Look no further than Glossier as an example. Founded in 2014 online, the beauty brand puts the consumer at the center of its product. Today, Glossier has grown to be a value of $1.2 billion* with some 2.7 million Instagram followers and hosts pop-up shops around the globe to maintain its cult-like following. *Source: PitchBook

Fashion Trends – Spring/Summer 2021

Trendalytics has introduced its Fashion Month Dashboard, an interactive look at the most notable trends spotted on the SS21 runway. Get your vertical stripes ready for 2021!

PROJEX®  by pop-up go

While pop-up go is dedicated to executing brick-and-mortar activations successfully, our team has developed a complete digital program called projeX® to assist brands in creating online experiences with the same goals in mind. Interested in being one of the first brands on projeX? Contact us at


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

#TrendAlert: Home Life Impact

Brands of cleaning products, comfort foods and companies that make at-home living easier are booming! In March 2020, consumers bought about 50% more comfort food (cookies and salty snacks) as compared to the same time in the previous year. Source: International Research Institute.


Have a business in with these sectors?
Let us know… we’d love to help you pop-up!

Contact us at

#AYAM: Space Search

Searching for a large Toronto space, 24,000 sq. ft. with 30 ft. clearance, for a 4-month period starting March 2021 for a digital cultural activation. If you’re a match contact us at


Pop-Ups in Action

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


The Baltimore Ravens will open their Official Ravens Pop-Up Shop at The Shops.
BTS’ new pop up store ‘BTS POP-UP : MAP OF THE SOUL’ has kicked off a series of pop-up shops in Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand, Vietnam.
Indiana’s Garrett Museum of Art is hosting a pop-up shop within the ‘Shop Small Saturday’ initiative featuring local artisans.
California’s Twin Dragons Bakery Company launched their low-carb and sugarless baked goods pop-up event.
Vancouver’s Weirdos Holiday Market pop-up offers thousands of eccentric gifts for ‘weirdos’.

“If you are not willing to risk the usual, you will have to settle for the ordinary.” – Jim Rohn