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Excitement is building for Business Expo 2023.

This popular trade show, which hasn’t been held since 2019, returns to Bingemans on May 10 and will feature more than 200 exhibitors and at least 1,500 attendees from throughout Cambridge, Kitchener-Waterloo, and Guelph.

“This has always been a great opportunity for local businesses to not only showcase what they do but meet and network with other business leaders,” says Cambridge Chamber of Commerce President and CEO Greg Durocher. “It also will provide job hunters, entrepreneurs and businesses the chance to make professional connections.”

Business Expo 2023, co-sponsored by the Cambridge, Kitchener-Waterloo, and Guelph Chambers of Commerce, is free for the public to attend and will also feature many local food and beverage vendors. It runs from 2 p.m. to 7 p.m., providing ample time to check out the displays.

“All three Chambers are pleased to have the chance once again to be able to work together on this event which gives attendees the opportunity to really learn about some of the great local businesses we have,” says Greg.

For businesses taking part in the trade show, he says the quality of their displays can make or break the experience for them.

“Exhibitors new to trade shows tend to focus on the flashy; they want to create displays that will draw crowds,” he says. “But that’s not the point. It’s not the number of people your display draws that matters; it’s whether or not your exhibit engages them when they’re there.”

To maximize your networking at Business Expo 2023, here are a few tips:​

• Neatness and visibility - Keep your display neatly organized and clearly mark all your prices.
• Build Demand - Spark customers’ interest by placing a sold sign on a few items, or by leaving a display spot empty.
• Be Interactive - Contests, prizes, demonstrations, games, and quizzes will generate interest in your display.
• Offer Takeaways - Provide visitors with a small item they can take home with them.
• Clear Signage - Ensure basic information and prices are clearly visible for visitors.
• Literature - Stock up on brochures and fliers, as well as price sheets and business cards.
• Be Business Ready - Make sure you have pens and order forms ready to process potential sales.
• Engage With Visitors - A friendly welcome and the proper body language can go a long way.
• Always Be Open - Ensure your booth is never left empty.
• Follow Up Promptly - The faster you send out emails or make a call the better it is for your business.

Concerns about security on the app TikTok continue to mount as provincial and municipal governments consider or implement plans to restrict employees from accessing the platform on their work devices.

At the end of February, the federal government officially announced it was removing TikTok from all its mobile devices, joining a growing list of governments worldwide doing the same, despite assurances from the Chinese company Bytedance which owns the app that it does not share data with the Chinese government or store it in the country.

All Canadian provinces are implementing or considering bans, however, at this time it remains unclear if the Yukon, Northwest Territories and Nunavut will do the same.

But what does this mean for businesses, many of whom now rely on the popular social media platform to promote their business?

We asked Chamber Members and marketing experts, Ashley Gould of Cinis Marketing and Cathy Lumb of Cali Marketing Communications, to share their insight:

Q. What are some of the key benefits for businesses who use TikTok?

Ashley: TikTok is a great form of marketing for businesses looking to attract a younger audience. They also currently have a huge user base and extremely high engagement, so it is an easier platform to grow your audience on. The third benefit is that less businesses are using TikTok which translates to less competition, meaning that your posts will be seen more favourably and if you engage in paid ads the cost per engagement will be lower.

Cathy: TikTok lets you tell your business’s story with short, fun, and entertaining content that will attract and keep people’s attention. It’s ideal for fun interactive activities and challenges to keep your audience involved and growing.

A benefit for your customers is that they won’t feel they are being advertised to, as with some traditional advertising. Businesses can get a great idea of what their customers like about their products or services as well as what needs to be improved. But it’s important to answer the question: Is my audience on TikTok?

Q. What has made it such an attractive social media tool for them, and can they rely on it too much?

Ashley: The pandemic helped tremendously with the success of TikTok as a platform. Suddenly, people found themselves with extra time and TikTok was a great place to find the most recent dance or trend that you could then try for yourself. Now, TikTok has a billion active users, who are on the app daily looking to be entertained.

Relying on TikTok as your main form of marketing only works for a very small number of businesses, specifically those who can ship internationally and who are geared to a younger audience. Though TikTok can be helpful for other businesses, it is equally important to spend time on platforms like Instagram Reels that take into account, geographic location on a broader scale.

Cathy: It feels more personal and is interactive, videos can be quickly created to be current and in the moment. (You still do need to carefully plan and create engaging material on TikTok.) It is easy to create content with TikTok’s dynamic music and graphics.

It’s also a great way to work with influencers who are using your product or service. If your main target audience is on TikTok then it would be hard not to be there. If TikTok is your only social media platform and at some point, feel you want to get off, it is best to be building your audience on other platforms.

Q. Should businesses be concerned about their information being compromised and shared?

Ashley: Mainstream media has made it readily known that the majority of apps access more data on our devices than they need to. That said, what is on your device should play into that decision. If your phone holds confidential information that could compromise the government, or a hospital, yes keep TikTok off that device. If the most private thing you have is your banking app, studies thus far have shown you are OK to keep the app at this time.

Cathy: This is a big concern as we never want our or our customers’ confidential information to be compromised and used by others. We have already seen many examples of data being collected by other companies and put at risk by being passed on to third parties, without their customers’ consent. TikTok is very good at collecting a lot of information about its users and we can’t be sure where it will end up. More investigation is needed.

Q. What are some steps businesses can take to protect themselves? Or can they?

Ashley: There is definitely something to be said about keeping TikTok on your personal device only and off your work device. TikTok has developed several strategies for keeping your information more private from an audience perspective, but not from a downloading and data collection perspective.

Cathy: As with all social media platforms and search engines, TikTok collects a lot of information from its users so they can effectively target ads. It is impossible for a business or individual to fully protect themselves as there is no way to opt out of all the information TikTok collects.

It’s up to each business and individual to manage their privacy, security and cookies consent on TikTok as well as their browser settings.  Even so, it’s impossible to fully protect yourself from your data being collected and possibly shared as there is no opt out for all information being gathered. A business or individual can minimize some risk by choosing not to post easily identifiable locations in TikTok videos. Individuals can set their TikTok to private to reduce risk.

Q. Do you see businesses moving away from using this platform?

Ashley: The answer to this question is complicated as it is extremely industry specific. If government employees can no longer download TikTok on their devices, then businesses that are using social media as a means of marketing to this demographic will have to find alternative routes. That said, for the majority of businesses the opposite is true, where more and more businesses are starting to create TikTok strategies.

Cathy: I think it will be a tough call to make if a business’s customers and competitors continue to use TikTok, especially if the business is benefitting. A lot will depend on what we learn in the coming weeks about TikTok, as well as what the consumer decides to do. I do think that if a business is not benefitting in a tangible way, then they may be more inclined to move away from it. 

We know that Facebook has faced criticism over the past few years, as has Twitter, but it has not stopped people from using these platforms. However, major advertisers recently moved away from Twitter in droves, so we can see that if businesses are not happy with a social media platform, they will take action.

Many individuals on social media do not feel the need to stop using it and some find it hard to understand how they can be of any interest to TikTok or Facebook.

Q. Are there any social media platforms that are ‘foolproof’ when it comes to security concerns?

Ashley:  In my opinion, no. Apps are always collecting data, it is part of how they are created, and that data is meant to further your user experience. Therefore, there is always some kind of security concern with an app. 

Cathy: All social media platforms have their strong and weak points regarding security, and all are collecting data about us. Users of social media need to adjust the security, privacy, and advertising cookie settings to the levels they are most comfortable with. Businesses on social media platforms need to keep a close eye on their social media accounts, monitor frequently and address any concerns right away.  Regularly review your analytics to determine if your business’s marketing objectives are being achieved on social media.

An ongoing labour shortage continues to hamper Canada’s economic recovery in wake of the pandemic.

In fact, recent research published by the Business Development Bank of Canada (BDC) indicates that 64% of Canadian business says labour shortages are limiting their growth.

The BDC also reports that 55% of Canadian entrepreneurs are struggling to hire the workers they need and as a result, must now work longer hours themselves and delay or even refuse orders they can’t fill. As well, more than a quarter say they are having a difficult time even retaining current employees.

This news doesn’t come as a surprise to Mike Jennings, President of the Cambridge-based digital marketing agency MoreSALES, who has been keeping close tabs on the latest trends as employers in all sectors deal with continued labour shortages.

“The whole interview process is reversed right now. People aren’t coming in to interview for a job, they’re interviewing the company to see if they get to hire them or not,” he says, adding those in the skilled labour category are in very high demand.

According to CPA (Chartered Professional Accountants) Canada, Canadians in general have changed throughout the pandemic. While some decided being locked out of work provided them with the ideal motive to retire, at least 20% of the thousands who lost their jobs have changed sectors looking for work in places that not only may pay more but provide them with opportunities for advancement.

“A lot has to do with the culture of the company,” says Mike, noting surveys targeting millennials shows that flexibility at work and potential opportunities for nurturing and advancement tops wage expectations in terms of importance. “I think the smarter companies get it and those that are smart hire well will do well.”

He says more flexibility in terms of hours and the ability to work from home is key when it comes to attracting new talent, especially parents looking to return to the workforce following paternal leaves.

However, Mike knows this isn’t always the case for many companies, especially those in the manufacturing sector.

“If you’re a machine shop you can’t be all that flexible with your hours,” he says, adding in this case having an up-to-date website is vital since potential talent will do their research before submitting a resume. “If you’re thinking of working for a company that’s progressive and is going to pay well, you’re going to look at their website. But if that website hasn’t been touched in years and there is nothing about the employment situation or the culture of the company, then you’ve got a problem.”

As well, while social media is a great way to promote your company or business and attract potential talent, Mike encourages companies to be very strategic in their approach.

“It really depends on the company. If you’re a B2B company, I wouldn’t waste a lot of time on Instagram or Facebook,” he says. “I would focus more on LinkedIn or YouTube video clips outlining what the working environment is like at your company.”

He says connecting your staff on LinkedIn is a great way for potential employees to get a ‘sneak peek’ at your workplace.

“It will give them a sense of what kind of people they could be working with,” says Mike.

Visit https://moresales.ca to learn more.

The arrival of the pandemic has altered our lives in many ways, especially how business is now being conducted.

As more businesses and organizations look for ways to present their message to potential customers and supporters, creating quality videos should be the method near the top of their list.

“In light of COVID-19, we have seen the world turn to video as a lifeline not only professionally, but personally,” says expert video strategist Sheryl Plouffe. “It is the way of the future and businesses that do not integrate video will fail over the next decade.”

The international speaker and successful entrepreneur will share some of her valuable insight at our next YIP Growth Learning Series event that focuses on video messaging, which experts say is a great way to connect on an emotional level with your audience compared to other content.

“I see a lot of people watching their competition using video, taking their prospects and clients away from them because they’re not willing to face their fear or nervousness about stepping in front of the camera,” says Sheryl. “A lot of people are hanging onto a level of perfectionism that is hindering their growth.”

Known for using simple, yet strategic storytelling, she will share some of her best on-camera strategies to assist participants in creating polished and professional products, with an emphasis on how video messaging can benefit their business by making bigger impacts.

“My intent is that they’ll feel motivated to take those first few important steps towards building a video strategy that builds their platform and brand,” says Sheryl, adding she’s an ‘open book’ when it comes video. “I also consider myself a video marketing crash test dummy to some degree, so I feel like people who come to this presentation will benefit from asking me anything.”

Find out more by joining our session, YIP Growth Learning Series: Video Messaging, on Tuesday, April 6 from 11 a.m. to noon sponsored by Deluxe.

To register, visit: https://bit.ly/3smSWPY

The pandemic has not only dramatically altered our lives, but also the way we do business.

Conducting business online has become paramount for many operations which makes the the importance of effective marketing even more vital to ensure a strong client base.

“Is your website SEO and is it navigational intuitive? Have you thought about using Google ads?” asks Mike Jennings, president of the Cambridge-based digital marketing agency MoreSALES.

These are just some of the many questions that will form the base of the discussion he will lead at our next YIP Growth Learning Series event later this month ‘Marketing 101: 4 Ps of Marketing – Place, Price, Promotion, Product’.

This seminar is aimed at assisting entrepreneurs in understanding how to effectively market their product/service by utilizing the basic ‘4Ps’ strategy to create a sales and marketing strategy.

Mike says the onset of COVID-19 has resulted in many marketing changes.

“Prices aren’t going to change that much,” he says. “But promotion is going to be the main difference in a COVID world. How do you promote your product?”

He says the seminar will focus heavily on digital marketing, which has been his speciality for many years, and the importance of being able to shift when it comes to doing business.

“Do you shift your price to be more attractive on e-commerce?” asks Mike, noting that e-commerce is a vital tool for businesses when it comes to competing. “People are not going to be rushing back to your building. They’re still going to want to buy online and those businesses that are easy to buy from are the ones that are going to get the business.”

He says an important takeaway for seminar participants will be to realize these changes don’t have to signify the end for their business.

“There are ways to adjust,” says Mike, adding looking at the expected trajectory of the market is key. “You have to think six to 12 months ahead and how you apply these principles (4 Ps).”

He says a business will never ‘lose’ using e-commerce and digital marketing.

“It’s only going to compound the return to normalcy and accelerate that return to normalcy,” says Mike.

‘Marketing 101: 4 Ps of Marketing – Place, Price, Promotion, Product’ takes place Wednesday, Feb. 24 from 11 a.m. to noon and is sponsored by Deluxe.  Click here to register.

Recovery Activation Program expands to Cambridge

COVID-19 has changed everything, requiring telecommuting, on-demand delivery and services, supply chain resiliency and virtual collaborations.

Even as the province begins to reopen, the pandemic has heightened the urgency for businesses to digitize to survive.

To address this change, Toronto Region Board of Trade and World Trade Centre Toronto created the Recovery Activation Program, or RAP. RAP offers businesses the know-how, blueprint and partners to address the conditions that COVID-19 has created by implementing digital solutions to their front, middle and back-offices. It will not only equip them to come through COVID-19 intact, but to thrive.

With the support of a $7.7 million investment from the Government of Canada and Government of Ontario, RAP is now expanding to businesses of all sizes throughout the province, including Waterloo Region. The Cambridge Chamber of Commerce has been selected as an important partner to help ensure local businesses benefit from the customized services and mentorship that RAP offers.

“We’re recruiting for RAP because we believe this program will provide our Members with a great opportunity to move their businesses forward,” says Cambridge Chamber President & CEO Greg Durocher. 

By enabling this partnership between the Cambridge Chamber and the Toronto Region Board of Trade, the governments’ investment in RAP will also help make sure at least half of RAP’s participants are based outside of Toronto.

“The Recovery Activation Program is a direct response to what we’re hearing from our members and the business community at large: digital tools and services are crucial to success, but challenging to implement,” said Jan De Silva, President and CEO of the Toronto Region Board of Trade. “Cambridge’s involvement in this program will result in the digital transformation of businesses outside of Toronto who will now be in a position to shore up their current business offerings, create new businesses opportunities and explore new markets.”

Recruitment is now open and interested businesses can apply here.

For more information, please contact Cambridge Chamber President & CEO Greg Durocher at 519.622.2221, Ext. 2223, or by email at [email protected].