Pop-Up Shops have become a tried and tested business strategy. It’s no secret that Pop-Up Shops fuel Consumer Engagement. We’ve compiled the Top 10 Ways that Pop-Up Shops make it happen for brands.
1.) YOU GO WHERE YOUR CUSTOMERS ARE
Instead of purchasing or leasing a permanent retail space, go where the buzz is! Pop-Up Shops are installations which activate for short periods of time, so their maintenance costs are significantly lower than in the case of a traditional retail space. You can choose a space which fits your brand the best. One example might include a Pop-Up not necessarily at music festival or event but in the surrounding area which also pulls in your brand’s core demographic and significant foot traffic.
The location of your Pop-Up Shop is arguably the most significant factor to consider. With very little time in public, pop-ups must be located in areas that will attract the right attention at the right time.
JUUL Vapor Product Sampling Pop-Up Shop
2.) BUILD OFFLINE BRAND AWARENESS AND EDUCATE NEW CUSTOMERS
Pop-Up Shops are a great way to build brand awareness in a short period of time through an experiential means. Consumers can be introduced to your brand in a fully immersive experience where an individual can sample your products themselves.
JUUL Vapor Product Sampling Pop-Up Shop
3.) CONNECT YOU WITH NEW CUSTOMERS
Pop-Up Shops connect with Consumers at the perfect time and place. When you’ve strategically thought out and selected the location of your Pop-Up Shop, you’re likely to engage with consumers who are willing and able to make a transaction with your brand. Consumers can sample and experience your products, share it on social media, purchase or just have a conversation to learn more.
Rue La La / Cotton Pop-Up Shop
4.) ESTABLISH YOURSELF AS A BRAND LEADER
Pop-Up Shops allow brands to establish themselves as leaders in sight of consumers who may be unaware of the brand’s activities. Many times consumers are unaware of what the brand is all about.
All brands want to be known for something. What is it that consumers gain from your experience in particular? How will they be able to better understand your brand through this experience?
Rue La La / Cotton Pop-Up Shop
5.) TEST HIDDEN MARKETS
Pop-Up Stores give you a temporary store that’s about 80% cheaper than leasing or building a traditional store. With these savings, you can test out different markets to best understand your brand’s audience.
Let It Fly Performance Pop-Up Shop
As you continue to test the waters with your mobile store, there’s very little risk involved due to the affordability of your shop. This can help you make more informed decisions when it comes to launching a more permanent location or help you learn about which locations work and which ones do not.
Hot Pockets Pop-Up Food Truck at E3
6.) LEAD GENERATION
It’s not all about what you’re doing here and now. Often you will want to create a way for your newly found customers to contact you later online, be that social media, e-mail updates, or your website. Make it easy for them to follow you. They shouldn’t have to ask.
Registration Application from a Nike SB Pop-Up Activation
7.) GENERATE CONVERSATIONS
When brands bring a cool pop-up shop, it will never go unnoticed. Count on everyone taking photos and sharing the fun with their friends online. It doesn’t matter if you’re selling a product, featuring a performance or demoing a technology to consumers, It should be used to impress and awe if you want to create the maximum impact.
Ivy Levan at DTS Magic Speaker Box in Venice Beach
Jack Daniels Pop-Up Bar Airstream at Vestal Village
8.) CROWD SOURCE YOUR SOCIAL MEDIA CONTENT
Pop-Up Shops provide consumers with a unique opportunity to take photographs, share their experience with friends and family. Help them frame it in a way that’s photogenic, which you’ve designed. Curate and brand your content opportunities where applicable. People love to take photos, especially in cool settings, so give them one!
Roxy Run Sup Yoga Event in Huntington Beach, California
9.) OFFER AN INDIRECT SERVICE, BE PURPOSEFUL
Not all marketing activations or Pop-Up Shops need to be directly selling your product but rather give a nod to your brand’s style or essence, perhaps introducing a movement to the brand. Haircuts, Blowouts, Hot Shaves, Massages, Nails, Whatever it is, make it authentic and relevant to the brand.
The Movember Foundation, for example, is an organization used to promote men’s health and in many cases would be an appropriate addition to an event to raise awareness of the Foundation as well as help promote a brand for men by providing haircuts and hot shaves. Win, win.
Movember Pop-Up Party
10.) MARKET YOUR SHOP AROUND SALES CYCLES
In the nature of temporary stores and pop-up shops, you can tap into sales cycles such as the Holidays, Black Friday / Cyber Monday, etc. Leverage this information to sell more merch with a pop-up shop during the Holiday. When you select a location to sell merch during the holidays you’re most likely going to get the most foot traffic and thus sales. Harness the customer shopping craze and maximize profit.
Pop-Up Shops are an excellent way to make a lasting impression in consumers both online and in person through positive brand experiences.
If you have questions about Pop-Up Shops or are interested in creating your own contact BeCore today! We’d be happy to discuss your next project with you.