Abstract concepts require a lot of effort from marketers. A brand’s identity must be captured neatly, tidy, and most importantly, interestingly, during brainstorming sessions and focus groups. Otherwise, it may not be able to stand out amongst its competition.
Wouldn’t it be more wonderful if consumers could touch, smell, taste, and feel your brand in a whole new way? That is precisely where branded pop-up events come in. The purpose of pop-up events is to give consumers the opportunity to make a connection to their favorite businesses in an immersive environment. This blog post will cover the following things:
- What exactly is a branded pop-up store?
- Ideas for pop-up shops
- How to get started when it comes to pop-up shops
- Marketing pop-up shops
What exactly is a branded pop-up store?
The concept of a pop-up store is to provide companies with a moderated environment in which to showcase their brand, enabling them to sell their products in a controlled and customized manner. The temporary nature of these events allows companies to experiment creatively, generate hype, launch their brands, and introduce themselves to new audiences at relatively low cost and with little commitment. Brands love the unmatched opportunity for experimentation that exclusivity brings to consumers and consumers love the lure of exclusivity.
Ideas for pop-up shops
How you implement your pop-up experience will depend on the goals you want to achieve.
1. Retail space that is temporary.
You can simulate the retail experience with a pop-up shop if you’re transitioning from online to brick-and-mortar and examine factors such as demand and operations in a risk-free environment.
2. A single, one-time event.
Your brand can generate a lot of buzz if you host a pop-up event to which the media and the public are invited. A one-time event is sure to pique the public’s interest. Make it a party!
3. An experience that is truly immersive.
Such an event allows customers to get a sense of your brand by seeing, feeling, and experiencing it in person. Using a pop-up shop, you can provide customers with an engaging, immersive experience. The wow factor might come from interactive displays or other such tangible features.
How to get started when it comes to pop-up shops
The planning, scouting, and marketing that lead up to the launch of a pop-up are no small feats. Setting up will require you to think about the following steps:
1. Determine your goals and choose a theme.
Have you considered getting a permanent location? Have you generated buzz? You will need to know your goals in order to determine what kind of space to purchase, what kind of pop-up store to run (see above), the supplies you will need, and how to market and operate the shop.
2. Find a suitable location.
Due to the temporary nature of your pop-up (in the beginning, anyway), you won’t be able to benefit from brand recognition or word-of-mouth reviews. Therefore, if you want to maximize your impact, you should pick a location that has lots of foot traffic. In addition to this, the availability of a short-term lease and the cost of renting the space need to be considered.
Here are a few places to check out: Stands or kiosks outdoors, Empty storefronts, Art spaces, galleries or a marketplace or trade show booths.
3. Buy supplies and fixtures.
Planning the space to suit your needs begins when you know where you will be doing business and how long you will remain there. The cost of this includes shelves as well as any supplies/decor you need to accomplish your theme.
4. Develop a launch and opening strategy.
You cannot build long-term relationships with clients through your pop-up because it is a fleeting experience. A product’s success is determined by its marketing before launch (more on this later) and the momentum gained during the launch. As a result, you’ll want to create an experience that gets people talking about the opening well before it opens.
5. A successful launch.
Pop-up shops are meant to allow you to connect with your customers. There’s no denying that it’s all about your brand, but what’s important is that it’s for them. The intricate planning you do, as well as your interactions with your guests, contribute to an incredible experience. Your brand should be remembered by your customers once you are gone by providing a level of service that will get them spreading the word and returning.
6. Assess what went well and what could be improved.
See how much foot traffic you got, what sales you made, how much revenue you generated, and how many social media engagements you received.
Where did you succeed, and where did you fail? What was your return on investment? Does it make sense to open a permanent shop or repeat the experiment elsewhere? Are there any changes you would make?
Marketing pop-up shops
1. You shouldn’t be scared to do PR.
You will be able to get the word out with the help of the media. Send out a press release to gain attention from local publications and reach out to local publications to earn a feature. Depending on the date of the launch, you may want to send exclusive invitations to a few journalists.
2. Contact bloggers and influencers in your area.
Bloggers and influencers may have a smaller base of followers than traditional media outlets, but they have highly-targeted and engaged followings. Consider how much promotion may be available and offer them perks if you can to get them onboard at a lower cost!
3. Set up a Facebook event.
Create a Facebook event for your existing followers and invite them to it. You will reach new fans through this and your pop-up store marketing efforts will have a greater reach.
4. Promote your business on Facebook.
Using Facebook to reach prospects who don’t know you yet is ideal due to its advanced targeting options for audience type and geographic area. You may use other social media platforms such as Instagram etc for marketing as well.
5. Inform your database via email.
With email marketing, you’ll be able to reach your existing customers and inform them of your pop-up. Segmenting your database and targeting your customers in the area will make your campaign even more successful.
6. Use direct mail as a marketing tool.
Using direct mail to reach residents in the closest zip code is one of the best ways to market a local event. They are like general invitations to the event. Additionally, you’ll be able to publicize your current promotions.
7. Promote your product to create buzz and FOMO.
Buyers can show up and engage when they feel they are missing out on something (FOMO). This can be used with exciting promotions, such as contests, giveaways, discounts, and door-busters.
8. Post lots of signs.
Advertise your business with flyers, banners, and window stickers that are eye-catching and catch the attention of passersby.
Closing Thoughts
Pop-up displays that delight your customers and spread interest in your brand can be a great way to make a statement. These can be a great way to see where your business stands and how it can be improved. While setting up a pop-up store can seem a little daunting, especially if you’re a new business, it can all be managed with the right knowledge. With this post, you now have a solid idea of what a pop-up store is, how you can get started with one and how you can promote your pop-up store.
