fbpx

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

Share on facebook
Share on twitter
Share on linkedin
Share on email
MORE POSTS
FOLLOW US ON INSTAGRAM

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.

Share on facebook
Share on twitter
Share on linkedin
Share on email
MORE POSTS
FOLLOW US ON INSTAGRAM

Flexing Your Marketing Muscles with Wellness Pop-Ups

Experiential Marketing

Gone are the days of crash diets and “lose weight quick” schemes. Health and wellness in the 21st century is a lifestyle and brands are using experiential marketing activations and pop-ups to educate consumers through immersive experiences. 

More and more lifestyle brands are using experiential marketing to shape-up and power-up. But, it takes more than salads and “mocktails” to break away from the pack and go for the gold. From wellness breaks to screen-free zones, here’s how brands and agencies are flexing their experiential marketing muscles with wellness-themed pop-up events.

What it Means to be “Bulletproof”

In 2018, lifestyle brand Bulletproof (widely known for its popular “Bulletproof Coffee” and collagen protein line) opened its first-ever experiential marketing pop-up in SoHo designed to create a rejuvenating recovery space or “human upgrade facility” catered to health-conscious visitors. 

In honor of their specialty coffee made with grass-fed butter, Bulletproof’s pop-up event featured a “Vibe Plate Garden,” where visitors had the opportunity to experience the brand’s vibration recovery plates, activating the brian, muscles, lymphatic system, and bones, while reducing post-exercise recovery time and improving mental acuity and flexibility. 

Attendees were also treated to Bulletproof’s “Oxygen Bar,” providing the benefits of increasing circulation, detoxifying blood, strengthening the immune system, and improved relaxation and sleep, with a variety of “oxygen flavors” including: lavender, eucalyptus, lemon, and peppermint. 

With guided meditation and yoga classes also available, Bulletproof’s experiential marketing activation managed to elevate the brand’s identity, while also garnering celebrity-buzz from attendees like Reality TV maven Bethenny Frankel of “Real Housewives of New York” fame. 

Bringing Experiential Marketing to the Masses

Most experiential marketing campaigns, especially pop-up events, are predominately created by luxury brands and catered to consumers who live in major U.S. cities. That’s a relatively small piece of the marketing pie, when you think about it. So, what about everyone else who doesn’t live in New York or L.A.? Back in January, retailer Kohl’s teamed up with WW (formerly, Weight Watchers) to launch health and wellness pop-ups across the U.S. as part of the weight-loss company’s partnership with Oprah Winfrey and their “Oprah’s 2020 Vision: Your Life in Focus Tour.”

At each pop-up, Kohl’s shoppers were able to relax in a branded lounge space and were treated to special “welcome bags” complete with “Kohl’s Cash,” the ability to shop WW products, speak with a WW wellness coach, and learn more about WW and sign up for a membership. 

And, for select WW members at each stop, styled in a new outfit from Kohl’s and recognized on-stage by Oprah herself, celebrating their transformations. 

Related: Fashion and Experiential Marketing | Experiential Marketing Trends | The Evolution of Experiential Marketing

Fast Food Aid

Ever wish that greasy burger or slice of pizza was actually good for you? Well, Tokyo-based design firm Kaibutsu noticed that young people in the city of Harajuku were indulging a little too much on junk food and teamed up with the Japanese organic food chain Dohtonbori to launch Fast Food Aid.

The pop-up was imagined as a pharmacy/vitamin store offering a variety of supplements, costing visitors only a receipt from a fast food restaurant in exchange for a customized bottle designed to replenish nutrients lost. 

From guilty pleasures like hamburgers, pizza, and ramen, each bottle focused on a particular junk food and came with professional advice about the health issues and risks associated with each food. 

The Future of Wellness Experiential Marketing

Health and wellness has come a long way from the days of “fad diets” and “8-Minute Abs.” Brands now treat the concept as a lifestyle rooted in science, nature, and education and wellness pop-up events have risen in popularity. Last year’s “SXSW Wellness Expo” featured over 170 brands showcasing activations and demonstrations across a 125,000 sq. ft. space. 

Wellness experiential marketing done right has the opportunity to help attendees fully immerse themselves in the world of healthy-living, while leaving a lasting impression on their mind, body, and soul. 

 

 

Share on facebook
Share on twitter
Share on linkedin
Share on email
MORE POSTS
FOLLOW US ON INSTAGRAM