Spark Strategic Group

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Spark Strategic Group

Marketing, communications and community engagement strategy for business.

09/25/2026

What can one good conversation do for a growing business? Sometimes, quite a lot.

The Startup Canada Tour will be in Victoria on September 29, bringing together entrepreneurs, industry leaders, mentors, investors, and an exciting community of support partners for a day of learning, networking, and practical advice.

Events like this can be a great way to see how others are tackling similar challenges and make connections that could open new doors.

If you’re going, take a few minutes beforehand to think about what you’d most like to learn, who you’d like to meet, and what you’ll do with those new connections afterward.

Tickets are still available. Find out more at https://loom.ly/tyU9ygA

09/17/2026

One size doesn’t always fit all — especially when it comes to your audience!

Many of the clients we work with need to reach a variety of people to pull a project or campaign together, and each group will likely care about something unique.

For instance, our sponsorship partners will always have different questions than event attendees. Potential recruits will want to know different details than potential customers.

That doesn’t mean changing who you are. It just means thinking about what matters most to the person on the other side of the message.

Maybe you highlight a different benefit. Maybe you simplify the language. Maybe you tell the story differently depending on whether it’s being shared on Facebook, LinkedIn, your website, or in an email.

Your core message can stay the same... It's just how you share it that changes.

Because good communication isn’t just about what you want to say. It’s about making sure the right people hear why it matters to them.

09/10/2026

September is networking season. Is your introduction ready? 🤝

With events like the 5 Chambers Mixer and Victoria Business and Entrepreneur Meetup both coming up this month, there are plenty of opportunities to make new connections around town.

But when someone asks, "So, what does your company do?” can you answer clearly in 30 seconds without slipping into industry jargon or giving them your entire company history?

A strong introduction doesn’t need to be a rehearsed elevator pitch. Keep it simple:

Who do you help? + What do you help them do? + Why does it matter?

For example, instead of:
“We’re a full-service company offering a range of integrated solutions…”

Try:
“We help Victoria businesses figure out what to say, who needs to hear it and the best ways to reach them.”

Clear beats clever. And if the person standing across from you immediately understands what you do, it makes it a whole lot easier to keep the conversation going.

So, what does your company do? We'd love to hear your best 30-second version.

P.S. Don't forget to register and mark your calendars for these two great networking events....
👉 5 Chambers Mixer at Sea C***r Farm & C***rhouse - Thurs. Sept. 17 from 5 PM: https://loom.ly/BP8nETA
👉 Victoria Business and Entrepreneur Meetup at Swan's Pub & Restaurant - Tuesday, Sept. 22 from 6 - 8 PM: https://loom.ly/B2PrQGg

📸 Dirk Heydemann - Victoria Rising

09/03/2026

Handing over the keys to AI and hoping for the best? Maybe keep one hand on the wheel.

Sure, Google’s AI Max can expand ad reach, adjust creative and help find potential customers beyond the keywords you've selected... but more automation doesn’t necessarily mean better results.

This case study found that the real improvement came from “taming” the system: paying close attention to where ads appeared, removing irrelevant searches and giving the AI clearer boundaries. The result was 12% more conversions.

It’s a good reminder that AI works best when paired with human judgement.

Technology can process an incredible amount of information, but it still needs to understand what a meaningful result looks like for your particular business. Otherwise, it may enthusiastically spend your budget pursuing clicks instead of customers.

Use the tools. Test what they can do. But keep reviewing, refining and asking whether the results actually support your goals.

👉 Read the article, "How taming AI Max netted us 12% more conversions": https://loom.ly/tRrQZXY

08/25/2026

The following blog was written by a human. Can you guess how it scored according to an AI detector?

As AI runs wild, AI detectors are on the chase. LinkedIn is even introducing a new feature to report AI content.

But can they tell the difference? Can you?

👉 Discover the problem with AI detectors: https://loom.ly/k6_NSAU

08/19/2026

It's everywhere we search online.... Before we even scroll, AI summaries immediately answer all our questions from where to eat to what to buy and who to contact.

This feature can definitely give some local businesses a huge advantage, but how does AI know who or what to highlight?

Google is currently rolling out a new Search Console setting that allows site owners to include or exclude their content from AI Overviews, AI Mode and other options. The feature isn’t available to everyone yet, but it’s one to watch for in your Google Search Console: Settings 👉 Search generative AI.

“Include” is the default, but it’s still worth checking if the option is already available for you.

Also! A small but important detail -- if your business manages separate properties for different locations, then be sure to check those out too. A location property can inherit an exclusion from the main domain without you realizing it.

See the full article to learn more about how AI assistants are choosing local businesses for customers:
https://loom.ly/iRJpTWE

📷 James MacDonald, Victoria Rising

08/14/2026

Imagine you're launching an event, opening a new location, or refreshing your brand. In the midst of all your busy work, your phone rings. It's a reporter asking if you have a few minutes to chat.

Are you excited... or are you caught off guard? Maybe even a little intimidated?

Media opportunities provide a wonderful stage to build awareness and establish credibility to a whole new audience. But if you aren't prepared for the call, it can be a totally nerve-wracking experience.

Maybe you ramble too much, getting lost in the weeds of irrelevance -- or worse yet, sharing details you probably shouldn't.

Or perhaps you completely forget to mention "the most important thing", whatever that may be.

Needless to say, a little preparation can go a long way. Here are a few things to keep in mind before you launch your next big thing, so you are ready to answer any call with confidence.

Before speaking to a reporter, know:

- The one message you want the audience to remember
- Two or three facts that support it
- Which questions may be difficult
- What information is confidential
- How to explain your work without industry jargon

You don’t need to memorize a script. You need to understand your message well enough to communicate it naturally.

Do you need a little assistance getting yourself ready to go on the record? Talk to us about media training -- we can help you refine your message, so you feel polished, not panicked, when the spotlight shines on you.

08/06/2026

Victoria comes alive in the summer, and every busy event, festival and concert creates opportunities beyond the venue gates.

If your business is near the action, don’t wait for extra foot traffic to simply appear. Give people a reason to find you:

☀️ Create a timely special or package
☀️ Adjust your hours to match the crowd
☀️ Update your Google Business Profile
☀️ Post helpful information about parking, patios or nearby attractions
☀️ Partner with another local business on a cross-promotion

The best event marketing doesn’t always require sponsorship. Sometimes, it’s about understanding where people are going, what they’ll need next and how your business can become part of their day.

What summer event brings the most energy to your neck of the city?

📸 James MacDonald, Victoria Rising

07/22/2026

Likes are nice, but they don't always tell the whole story. 📈

It's easy to get caught up in social media likes, impressions, or follower counts. But if you really want to know whether your marketing is working, you need to look at the metrics that support your business goals.

A few key numbers can reveal a lot:
• Are people visiting your website?
• Are they taking action once they get there?
• Which marketing efforts are actually bringing in leads or customers?

When you track the right data consistently, you can make smarter decisions, invest your budget more effectively, and improve your results over time, not just guess what might be working.

Curious which metrics matter most? Read our blog: https://loom.ly/Y8M3FGU

07/15/2026

Thinking about boosting your next Facebook or Instagram post? Before you do, ask yourself one question: What's your goal? 🎯

Boosting a post can be a great way to get more eyes on content that's already performing well. It's quick, easy, and can help increase awareness.

But if your goal is to generate leads, drive website traffic, or encourage people to take a specific action, a targeted advertising campaign will usually give you much more control. You can define your audience, set clear objectives, test different creative, and measure results in a much more meaningful way.

Neither option is "better". It all depends on what you're trying to achieve.

The best marketing starts with a strategy, not the "Boost" button.

Not sure which approach makes sense for your business? We'd be happy to help you build a campaign that aligns with your goals and budget.

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Victoria, BC

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https://www.sparkstrategicgroup.com/

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