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How to Host a Trendy Pop Up Shop Event In Your Neighborhood

Experiential Marketing

As a kid, did you and your siblings or friends ever set up your own lemonade stand? If the answer’s yes, then believe it or not, you already have some experience in hosting a pop up shop event. Well, ok, pop up shops are much more sophisticated than a ten year old’s lemonade stand, but they’re still inextricably linked to the old practice of setting up in a public location in the morning, interacting with customers, and packing away in the evening. So, if you want to host a trendy pop up event in your neighborhood, just combine that old tradition with some new tools, and there you have it. 

Some points we make in this article you might already be familiar with, but others might be less obvious and just as helpful insights when you wonder how to host a pop up shop event in your neighborhood. As you continue reading, we’re confident you’ll take some useful and intriguing information with you as you venture on and host a trendy pop up shop of your own. 

What is a Pop Up Shop Event?

Pop ups are more than fashionable, “apparently spontaneous,” or transient events; they offer significant potential for increasing brand awareness, and anyone who has hosted their own knows that they require significant planning and effort. It’s worth noting, too, that when you talk about ‘pop up shops,’ you’re really talking about something as  broad as  a ‘party’ or a ‘conference.’ They come in many different forms, depending on the occasion and objective. 

Pop up shops came into popularity only a decade ago, and they’ve become crucial brand awareness platforms in all industries, from tech to fashion to art to  hospitality; today, marketers spend up to $600 billion on brand activations.

At their most effective, pop up shops offer people passing something unusual and exciting on somewhat familiar grounds. But, as everyone who has attempted to perfect the casual look knows, pulling off an extraordinary event with a sense of spontaneity about them requires a lot of planning, ironically enough.

Define Your Goals

Write down your goals: this cannot be stressed enough. Doing something as simple as this can help you immensely, helping you prepare, stay on track, and execute your pop up event.  It also aids in client retention and lead generation.  

Who doesn’t want to know if they achieved what they set out to achieve? When you have pre-defined goals from the get-go, you can easily refer back and evaluate your success in the end. One or more of the following goals should be the focus of your pop-up shop event: obtain new clients, boost brand awareness, provide an outclass customer experience, and conduct market research. 

Create A Standout Concept

You can choose the ideal event theme by assessing your goals. It also acts as a guide for determining what style of the pop up store to open, what materials to buy, and how to advertise it once it’s up and running. Rather than sacrificing your idea to accommodate a location, select a location that matches your theme. 

Whatever your event concept may be, just make sure your identity and concept are obvious, engaging, and support one or all of your event goals. The beauty of the pop up idea is that you don’t have to offer your goods or services directly. It might be as basic as putting on public activities.

For example, consider TULA Skincare, a popular influencer beauty brand, which held a pop up event in Dallas to promote one of its newest products. The tropical-themed event had lots of balloons, a manicure station, and a beautiful background for photos that created a lifetime experience for the guests.

Choose Your Pop Up Shop Venue

Okay, now that you have a great concept and a defined framework, start looking for good locations, and maybe more crucially: places you don’t want to be in. Think about where prospects work, chat, dine, and unwind when picking an event location. If you’re selling tickets, the uniqueness of the experience is a factor in how much they’ll pay. Following that, it’s preferable to provide special bargains or bonuses to entice new clients. 

When you have decided on a location, things start to get tricky. How much room is needed? Is it an indoor or outdoor event? Seated event? Try putting somebody with a knack for logistics on your team so they can help you! If this is a solo-project, you may seek advice from professionals, which is to say, us. We’d love to learn more about your next pop up. Simply tell us what type of venue you want, and we’ll provide you with some fantastic possibilities for how to host a pop up event. 

Don't Go Solo- Collaborate On Your Pop Up Shop

Consider a pop-up collaboration. Is it necessary? Absolutely not. But, collaboration is a great idea and adds to the enigmatic nature of your event. A co-branded and hosted event can have a bigger reach and appeal.

In other words, people are more inclined to make an effort to attend or stop at your pop up if they realize it’s a one-of-a-kind, limited collaboration. 

Spread The Word With Creative Marketing

There’s no denying that social media is vital for spreading the word and generating interest. So, in the weeks leading up to your event, come up with a catchy hashtag that would grab attention, create mysterious social media posts, and keep them wondering!  

Invite bloggers and influencers to your pop-up event because they have a large following who will become aware of your event. And they will introduce you to a new target audience you may not have considered previously. This might expand the scope of your marketing activities far beyond the event. 

Word-of-mouth is a great way to spread your name swiftly. Create an extraordinary experience for your guests because you want them to talk about your event when they leave, don’t you? 

Also, don’t overlook other types of conventional offline marketing. For example, leave flyers and leaflets at places where your target audience is saturated because you want to attract potential customers. 

Lastly, reach out to folks who cannot attend your event in person. Provide visually appealing images as well as a succinct, relevant hashtag. If you’re going to live stream, make sure your images are distinctive and eye-catching, and test them on mobile and laptop devices.

Set A Budget

The best way to proceed is to be forthright with a real budget early on because our bank accounts are not limitless as our imagination. Making a budget beforehand will assist you in determining where to rent, as well as the price of the ticket, food, beverages, and items. It facilitates and simplifies decision-making. 

Due to the transient nature of pop-up shop events, it’s impossible to accurately estimate the finances. However, it would be favorable to start by making an objective to break even.

Wrap Up

The importance of planning cannot be overstated. So, plan, doublecheck and doublecheck the doublecheck. Good research is also an element of planning. So, when are you hosting your trendy pop-up shop event in your neighborhood?

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How to Create a Successful Pop-Up Shop In 2022

Experiential Marketing

Creating a pop-up shop is a great way to boost exposure for your business in a new or existing market without breaking the bank.

Pop-up shops give the public a taste of your products or services in a fun, engaging way. But how do you set up a successful pop-up shop? Especially in a world where people love to shop to shop online, how do you pull people out of their pandemic nests and into the real world?

Well, even though it’s true that the last few years have created a world that is less interactive and more digital, look on the bright side: now more than ever, people appreciate a face-to-face, interpersonal interaction with your brand. So, that’s why you should learn how to create a pop-up shop in 2022.   

Importance of Real-Life Experiences

Because people as a whole better understand the value of interpersonal connection now, the whole scenario gave rise to the concept of pop-up shops where short-term, real-life experiencing low-budget shops are set up. These shops encourage people to take part in the latest trends of incoming brands. This helps them feel the real-life experience of these shops set up once every season.

How to Kickstart Your Pop-up Shop?

It’s worth knowing that pop-up shops are also known as flash retail stores. So, to step into creating a pop-up shop, you need to begin with deciding which space to opt for.

Use Temporary Spaces for Long Term Impacts

The answer to how to create a pop-up shop is quite simple and convenient. Rather than approaching a real estate agent right away, look for vacant storefronts that would rent out the space for you at a much lower rate.

Remember that pop-up shops also allow emerging brands to showcase their work and what they’re bringing to the market. So sticking to the idea of setting up a low-budget shop should be kept in mind at all times.

It’s just fine if your pop-up shop looks exactly like a regular store. As long as the goal of the pop-up is fulfilled- showing off your brand- the actual method of finding space is less important.

You can also use plazas or quads for your shop. Bringing a trailer to a field is one of the easiest and cheapest ways to set up a pop-up.

Before you finish your space, make sure to familiarize yourself with all licenses, permits, and insurances you might need in your city. Ensuring proper paperwork will save you from a lot of hassle in the future.

Branding and Awareness

The main idea of setting up a pop-up shop is to connect your customers to the brand. This is only possible if you market your pop-up shop and create hype. People spend crazy amounts of money on selling their brands. Any top-notch brand will go head over heels to increase its brand awareness.

As the saying goes, what is seen is sold – and what is loved, is sold a lot. When customers develop an emotional attachment to the brand, nothing can stop them from coming to you. 

Creating a strong sense of brand character in a temporary pop-up shop can be pretty challenging. Today, digital marketing platforms are as powerful as anything else to help your pop-up shop come to life. The pop-up shop is the body. You need to put the soul into it with your effective marketing strategies. 

The most successful retail shops use digital media to boost awareness. In an increasingly online world, those who adapt are most successful.

Opting for the Influencer Marketing Strategy

One of the most common ways of using digital media to boost a physical pop-up store is opting for the influencer marketing strategy. If you are setting up a mobile pop-up shop, you can look for potential influencer partners. Influencers with an engaging audience can help create awareness for your brand.

Social media platforms can help kickstart significant contributions to your brand awareness. Working with influencers could be a big plus in that aspect. They use platforms like Instagram, Twitter, and Facebook to build a network of loyal and engaged shoppers.

PR Packages

Besides working with influencers, you as an organizer can also send something called a PR package. PR packages could be shipped to companies or organizations that may be interested in sharing your story. PR packages tell your story and pitch the pop-up to potential partners. You can also create that necessary buzz and awareness your brand and product needs by pitching to the upcoming flash retail outlet to local news companies.

The Importance of Social Media in Today’s World

To bring in more customers on social media and make the process engaging, you can also give discount offers and giveaway free products on event day.

All these marketing strategies will also enable you to create user-generated content. This means people on social media will do your marketing for you. You never know, you might also grab the attention of a celebrity in town.

Drive New Sales Before the Pop-Up

A common misconception is that pop-up shops are only supposed to boost sales during the event, and that the ultimate goal is brand exposure. While that second part is true, there are actually many ways to create a pop-up shop to boost sales before and after the actual event.

By creating hype for the event itself, you’re already getting noticed by new customers. You can use this to cross-sell things like event-specific items. You can even push your e-commerce numbers while more people are searching your brand name.

Answering Your ‘How to Create a Successful Pop Up Shop in 2022' Question

While a pop-up shop can be a way to reinvigorate your physical retail strategy, the key in how to create a pop-up shop is to make it viral on digital media. Here is a recap of how to create a pop-up shop in 2022:

Use influencers to push your brand and create awareness

Partner with companies or news programs to get the word out

Use the surge in brand interest to cross-sell and boost e-commerce

Nail the pop-up shop by creating a fun, engaging, and sharable experience for attendees

Use information collected at the pop-up to continue marketing to all your new fans

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How to Produce Brand Activations at Festivals

Experiential Marketing

Music festivals garner so much attention that the biggest ones can even attract thousands upon thousands of people in attendance. But all of these festival-goers aren’t just purchasing tickets for the opportunity to see their favorite artists perform live; they are buying the full, immersive festival experience that comes with it.

With this in mind, music festivals can be a great place to showcase your brand. In particular, the fact that festivals are “closed off,” yet large in scope, gives your brand a sense of exclusivity while still maintaining high visibility. Of course, though, your brand won’t be the only one using festivals as a platform to build awareness, so in this guide, we will discuss how you can produce brand activations at music festivals effectively, elevating your brand above the rest.

What are Brand Activations?

Brand activations are campaigns, events, or interactions that amplify brand awareness and build lasting relationships with your target audience. What sets brand activations apart is that they are mostly interactive, enabling audiences to connect directly with your product or service.

Why Use a Brand Activation?

Especially when you are launching a new company or product, it’s important to take the right steps to ensure that your brand or product launch is well-known to your target audience.

Generating interest in your target audience isn’t always easy. In order to build buzz around your brand, you should consider a brand activation. Brand activations should be part of your event marketing campaign.

Brand activations are in-person, one-off events or experiences to make a lasting impression with your audience so that they will feel emotionally connected to your brand.

Types of Brand Activations

Brand activations take a lot of prep work and execution to be effective. There are three main types of brand activation that you can use:

Product Sampling Activation

Offering samples and free trials to your audience is a great way to have people fall in love with your brand and, consequently, purchase your products. It’s easy to think about pushy salespeople when you think about offering free samples to your customers, but to properly execute this, be mindful of who your audience is and figure out the best way to pique their interest.

Free trials can also be digital. If you are offering software or a program, you can send an email blast offering a trial period to your target audience. 

Experiential Marketing

Experiential marketing is a real-life, immersive experience that you offer to your customers. Events under this umbrella not only market your products, but they sell your company and brand as a whole. 

Experiential marketing is very common in music festivals, especially at Coachella. For example, if you are selling software that edits photos, you can set up a pop-up photo booth and enable people to edit photos right then and there. This will let your customers figure out the usability of your product and see the results right away.

For video games, having virtual reality as part of customers trying the games is also considered an immersive experience.

Brand Activation In-Store

Think of an in-store brand activation as an event in your store where you launch your product. This type of event is where you invite people to try your product, and maybe you even serve food and provide some kind of extra entertainment on the side.

How to Effectively Achieve Mobile Brand Activations at Music Festivals

Music festivals help create an immersive experience, which is why a lot of people gravitate towards these events. Coachella and Burning Man are prime examples of festivals that are not just events, but a lifestyle. If you include music festivals in your brand campaign, there are specific things that you have to think about. Here are some of the most important considerations when doing brand activations in music festivals:

Research The Festival

A lot of the music festivals have a rich history, like Coachella. You should know this history and tie it to your brand activation strategy so that people will have emotional ties to your product.

Know The Festival's Demographic

Music festival-goers are not only young influencers and Millennials. Festivals attract people from all over the world which makes your stage for branding so much bigger. To effectively market to the festival’s demographic, you should be familiar with what they like and don’t like.

Think About Logistics

With music festivals, a mobile brand activation is the way to go in terms of pop-ups or mobile advertising. The music festival venues are huge and you don’t want your brand activation strategy to get lost. 

Have Out-of-the-box Ideas

Creative and out-of-the-box ideas can come off as surprising but in a good way! If you can come up with a unique idea, people will tend to remember this and increase your brand awareness.

Examples of Effective Brand Activations Seen at Music Festivals

Since music festivals already offer an immersive experience to concert-goers, this is a prime spot for mobile brand activations, with a bigger audience guaranteed to see your products and brand.

Here are some examples of effective brand activations seen at Coachella in the past:

Heineken Dome at Coachella

This brand activation included ice-cold beer with storage for festival-goers. Once guests were ready to drink the beer, all they needed to do was scan their fingerprint and open the beer storage. With a total of 80,000 people going to the festival every day, there were a lot of people who got the opportunity to experience Heineken at its finest. 

Harper's Bazaar'S ShopBazaar

This pop-up was at a hotel-takeover near Coachella where guests could purchase their outfits or accessories before heading to the festival for the day. 

Lacoste Live Desert pool

The Lacoste live desert pool party was held at a private estate near the festival grounds and it was essentially a pool party where festival-goers could cool off and shoot paint-colored tennis balls. 

H&M Coachella Party

Since music festivals already offer an immersive experience to concert-goers, this is a prime spot for mobile brandAs one of the main sponsors of Coachella, H&M expanded its party to the nearby 40-acre Merv Griffin estate. This party attracted 300 guests and had live musical performances and DJs. 

We Can Help

One of the best ways to produce an effective music festival brand activation is implementing a call to action for people to follow.

Whether this entails purchasing your product or simply getting more information about what you are offering, as long as it piques the public’s interest in your company, you will see huge success.

Brand activations in music festivals are typically out-of-the-box ideas because each company advertising there will need to stand out among the rest to have increased brand recognition.

If you are looking into implementing an event marketing strategy revolving around brand activations at music festivals, contact our company today! We will help you come up with creative ways that will set your brand apart from others and help you reach your goals.

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