Thinking of joining the “pop-up” craze? Pop-up shops are a great way to add incremental sales or test concepts and locations. Your brand can reach a whole new audience or reinforce your presence in the lives of existing consumers by making unexpected, full-service appearances in new places. Sometimes, it can be a great way to reinvigorate your brand, as in the case of Radio Shack’s recent new store format pop-up in NYC’s Penn Station. Or it can be a way to sponsor an existing event, such as a music or art festival, with a full on brand experience.
While this method is a favored marketing practice by retailers like Target and H&M, familiar food businesses are dipping their toes in the water as well. Spurred by the popularity of mobile food trucks, food retailers are taking note of the exciting experiential trend. In and Out Burger has been using pop-ups to test potential in new markets, and recently opened a one-day pop-up store in Tokyo’s Harajuku district, where burgers sold out in a matter of hours. Starbucks is also a regular fixture on the pop-up scene, transforming shipping containers into artsy mini-cafes that inspire Instagram photos from adoring consumers.
Whether your pop-up appearance is part of a larger event or a stand-alone effort, make the most of it with a well-rounded approach.
Get the word out.
Use social media updates, invite your Facebook and Twitter followers, and even local blogs are a good way to stir up excitement. A poster or bag stuffer at your nearby traditional store locations wouldn’t hurt either.
POP for your pop-up.
As far as POP goes, more is more at your pop-up! Storefront signage, interior graphics, directional, shelf talkers, floor and window graphics, ceiling danglers, banners – these pieces all help reinforce who you are and why you are there. Temporary low-tac adhesive vinyl or digitally printed fiberboard pieces can also help create your store experience.
Follow through.
Do an after action assessment, inviting comments and suggestions from your staff working the pop-up and from consumers through social media. Evaluating your sales is just one piece of the puzzle when assessing the advantages of rolling out your brand’s pop-up shop.
Pop-ups are great for testing menu items, locations or new store concepts, and offer a terrific way for brands to get hands on feedback while increasing audience share. If you do move forward with your very own pop-up, BrandPOP is ready to help with your POP needs!
Source: POPAI, December 2013
