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

As 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

Sensory Marketing: Who is it right for and how to set up your campaigns

Experiential Marketing

What makes a memory? When you feel the rough texture of wool, what makes you think of winter? When you smell fresh cut grass and the playful aroma of daffodils, what brings you back to spring? How can the smell of chocolate-chip cookies remind you of the laughter of grandparents? The answer is sensory memory.

Sensory memory is one of the more powerful ways our brains associate thoughts and emotions with a memory. Memories are most commonly associated with what a person sees, closely followed by what one can hear. The marketing industry has nearly reached the limits of what it can do with these two senses, and those efforts are what makes up the majority of traditional marketing strategy.

But what about the others? What about engaging potential customers and clients with other senses, like taste and smell? The true depth of sensory marketing has only begun to be explored.

The Science of Sensory Marketing

In recent years Sensory Marketing has been extensively studied by the country’s top research scientists to see why the senses are such a powerful advertising tool. What they have found is that our brain’s unconscious desires and innate decision making can be powered by something as simple as the temperature of a beverage, or the scent of a room. With sensory marketing, you have to look at details previous generations wouldn’t even think to tinker with.

The best part of these subtle choices is that they aren’t seen as marketing at all. You wouldn’t enter a building that smelled of chocolate and become annoyed by the obvious olfactory sales pitch. You’d be delighted by the aroma of cocoa beans, maybe get lost in the memory of some family vacation where your parents bought you a delightful bar of chocolate, and before you know it, you’re walking out with a pound of fair-trade confections. 

That’s the power of sensory marketing: you aren’t smacking consumers over the head with a bulky advertisement, you’re allowing them to enjoy a taste of nostalgia in a comforting environment. The way to do this is to engage those less focused on senses. Let’s start with the one that is often overlooked: your nose. 

Scent Marketing: Why it works, and how you can use it

When you think of senses, smell is often an underrated feature of the human experience. There is great importance to seeing, hearing, and feeling something, but what about our noses? With more and more studies showing that people’s sense of smell plays a large role in how they develop and solidify memories. A close connection has been found between the sections of the brain that dictate emotion, memory recall, and our olfactory senses. What does this mean? Basically, a smell can not only bring you back to some cherished moment in the past, but how you felt when you were there.

The chocolate example above does well to service this point, but that  is just the tip of the iceberg. Scent Marketing, or Aroma Marketing, is about choosing a fragrance that puts the customer in that buying mood. Depending on your product, you have to strategically set up what scent environment works best for that particular item. 

With businesses like a candle shop, this may be more obvious. If summer is around the corner, having an apple-pie scent wafting from your shop will draw in customers with memories of pies cooling on window sills. But with other products, it may not be that simple.

If you run a car dealership, smell may be the last thing on your mind. You want to show potential customers the car’s features, the benefits of an extended warranty, and the safety rating of a given vehicle. But by creating a pleasant scent in your dealership, you can increase the amount of time car-buyers spend in your shop. 

The longer they stay, the higher chance they will make a purchase. An enjoyable aroma causes those walking the showroom floor to positively associate that smell with your brand, giving them an overall better experience inside your business. 

Taste Marketing: Tip of the Tongue Tips

Along with smell, taste is not always thought about when developing sensory marketing campaigns. For food brands, taste marketing is the name of the game . Having a unique flavor that your consumer can associate with your brand is paramount to establishing a connection with those all important memory centers in their brain. 

Classic examples of these connections exist throughout popular culture: a certain soda brand conjuring images of childhood birthdays, the crunch of a french fry leading us back time and time again to the golden arches, the list goes on. Positioning the taste of your product to invoke that valuable nostalgia present in all consumers is important.

But what if you don’t have a food related product? Can you still utilize taste marketing in your campaign or strategy? Absolutely! Let’s look at a common practice you’ve probably seen in auto body repair or tire stores, and never thought twice about: Popcorn machines.

Car tires have absolutely zero to do with taste, but somehow brands like Les Schwab have found a way to associate the delicious salt and crunch of popcorn with their brands. Customers get the comfort and enjoyment of a tasty snack, and are subconsciously drawn back to that shop when it comes time to buy a new set of tires. 

Examples like this show that Taste marketing can be approached from a number of angles. Whether it’s offering samples to get those hooks into customer’s taste buds, or having fresh brewed coffee available for any who come through the front door, taste is one of sensory marketing’s strongest tools.

The future is Sensory Marketing

The world of marketing is a constantly shifting and changing landscape. Keeping up with new trends is difficult, but absolutely vital if you want to remain ahead of the game. Newer forms of sensory marketing are growing at a rapid pace, and the need to employ these tactics for successful campaigns is becoming apparent. If you want your brand to succeed, and your product to reach the masses, the answer is clear: Sensory Marketing is the future.

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

Marketing Campaigns Playbook: How To Develop An Experiential Marketing Strategy That Wins

Experiential Marketing

These days, traditional marketing strategies just don’t cut it. With common advertising techniques yielding suboptimal results, it’s clear younger demographics aren’t as receptive to the strategies of yesteryear. Print, radio, and even television marketing have consistently declined in R.O.I, and social media advertising has grown to the point of oversaturation. 

That’s why you need to adjust the methods you use to reach potential customers. The best way to do this is by developing an experiential marketing strategy. Experiential marketing is a cutting-edge guerilla marketing tactic, designed to engage consumers and form a long-term emotional bond with your brand. 

What is experiential marketing?

Experiential marketing, also known as engagement marketing, is a strategy that utilizes direct contact with a customer as a means to establish a strong connection between that customer and your brand. This contact acts as a way for the consumer to experience how their life could benefit from your product or service, and encourages organic growth of brand-awareness.

The way this growth comes about is by providing an experience so engaging, the customer  wants to share it with other people (either in-person or via social media). In this way, you get far more bang for your buck than with traditional marketing. If you can have someone associate positive feelings with your brand, to the point where they feel compelled to tell others, that effect will multiply and result in further brand activations. 

HOW IS AN EXPERIENTIAL MARKETING STRATEGY EFFECTIVE?

Experiential marketing allows customers to see the human element behind a product or business. This has shown to be quite effective in fostering an emotional connection with a brand, and these tend to outlast the more shallow connections formed through traditional advertising. A smiling face, sincere enthusiasm, and real physical interaction with a product can all make a huge difference in creating long term, loyal patronage. 

The way you go about designing this brand experience depends entirely on what your product or service is, how you want to be seen by the public, and what your activation goals are. While the possibilities are endless, there are a few tried-and-true experiential marketing strategies you can use as the foundation for your campaign. 

Different types of experiential marketing strategies

There is a wide range of different avenues to explore when developing your experiential marketing strategy. Here are several different types of strategies, and how they can function to boost brand activations.

  • Pop-up shop: The most commonly-known form of experiential marketing, a pop-up shop allows you to market your brand while also making a small amount of sales. A purchase can be a powerful way to connect with a consumer, as this allows them to take a piece of your brand home with them. One drawback to this method is that while most consumers are willing to participate in a free event, some may not be interested in spending money right there and then.

 

  • Branded Mobile Tour: A branded mobile tour involves the use of a vehicle, bearing a visual representation of your brand, traveling to areas and allowing potential consumers to engage in a tailor-made brand experience. A secondary benefit of this tactic is the passive advertisement resulting from your branded vehicle. Your brand vehicle should include links to social media or more information about stops in the tour, so you can increase the foot traffic once you stop and set up.

 

  • Brand Booth: Often seen at conventions and fairgrounds, a brand booth should function as a microcosm of your entire brand image. Think of this as a more focused version of your mobile tour; since you will only be setting up in one location, you can really go all out on the brand experience. The best brand ambassadors, the cleanest product demo, and a slick social media tie-in are all the building blocks for a successful brand booth.

How do I develop a winning experiential marketing strategy?

The way you develop your experiential marketing strategy relies heavily on the image of your brand. You need to fully understand who your customer base is, and what they want. Designing an experience that plays to these desires can help foster the emotional connection you are shooting for. You want a potential consumer to experience how their life could benefit from a relationship with your brand. 

Let’s take one of the above methods, and apply it to a fictional coffee brand to see how it would function. 

STRATEGY EXAMPLE: COFFEE BRAND

If your coffee brand is looking to create an experiential marketing strategy, a good choice would be to create a pop-up shop.

As a lower-cost item, coffee is an easier sell than a piece of technology or clothing. While a high-end fashion company may benefit from a brand booth, most customers are willing to shell out a few dollars to try a new brand of coffee. Allowing a customer to smell and taste the product in a coffee shop type setting will create that positive experience you are aiming for.

Having a temporary storefront, with eye-catching visual branding drawing people in, is a great way to get your product into the hands of potential long-term customers. Then, when the pop-up shop is gone, this customer will naturally look for your brand in stores to recreate those feelings of positivity. 

This is just one of a nearly infinite number of possibilities for combining your unique brand with a complimentary experiential marketing method. The ability to tailor the brand experience you provide to consumers is the largest benefit of developing an experiential marketing strategy. That, and many other reasons, are why it should be a primary technique in your marketing campaign playbook. 

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

How to Find the Best Brand Ambassador for Your Mobile Tour

Experiential Marketing

When it comes to crafting an experiential marketing strategy, mobile tours are a high-efficacy tool guaranteed to help expand the reach of your brand. One of the most important steps to take when planning an experiential marketing mobile tour is making sure you choose the correct mobile tour brand ambassador. But what exactly is mobile tour marketing, and how can it work for you?

What is mobile tour marketing?

Mobile tours are an experiential marketing tool that lets you advertise your brand to thousands of people in a key demographic area, while also allowing potential consumers to experience the benefits of your product or service first-hand. With many advertising strategies, the customer can only imagine what their life could be like if they went with a certain brand. With a mobile tour, they don’t have to imagine, they can live it. 

There are countless advantages to employing this strategy, especially when you utilize the expertise of mobile marketing tour companies. When a mobile tour vehicle is driven through a city,  separate impressions and connections are made with each person it passes. These mobile brand activations are valuable, but only a small part of what mobile tours have to offer.

Once the tour reaches one of it’s intended stops, this is where the real engagement begins. Mobile marketing tour companies carefully choose spots containing members of your key demographic. This means that you have a higher rate of conversion with mobile tour activations. A mobile tour vehicle unfolds into a multi-tiered piece of experiential marketing, allowing potential consumers to be enveloped in a fully interactive brand experience. 

But all of this hinges on a very important factor: choosing the best mobile tour brand ambassador.

What is a mobile brand tour ambassador?

A good mobile tour brand ambassador is the foundation for all high-quality experiential marketing mobile tours. If you want the highest return on investment for your marketing dollar, you need to make sure you employ the absolute best ambassador you can find. To do this, you need to know exactly what an ambassador does.

The role of a mobile tour brand ambassador is to put a face to your brand, and help guide a potential customer through the brand experience packaged in your mobile tour. These are the staff you have working the booth, interacting with customers, demonstrating what your brand has to offer. These individuals are there to make sure your key demographic establishes an emotional connection, increasing the chances they will become loyal customers. 

Mobile brand tour ambassadors can be regular staff members, or social media influencers in your industry. Whichever type of ambassador you go with, it’s important they have a distinct set of qualities. 

How to find the right mobile brand tour ambassador

Now that you know what a mobile tour ambassador does, you need to know how to find the right fit for your unique brand. These will be the people wearing your logo and displaying your products or services: in essence, they will be representing you. You need to make sure that the connection potential consumers make is a positive one, and encourage these consumers to further spread your brand name through social media and word-of-mouth.

Let’s go over the qualities that any mobile tour ambassador must have, regardless of brand. You need to make sure that your ambassador is:

  • Engaged: They need to be excited about your brand, and establish a connection with the product or service. The advantage of experiential marketing mobile tours is that in person engagement: if your ambassador is genuinely excited, the customer will be too.
  • Friendly: A smile is an experiential marketer’s most powerful tool to bring in potential consumers. Studies have shown that not only are smiles contagious, but that the mere act of smiling can put you in a more positive mood. If the consumer associates your brand with a positive mood, you’ve laid the foundation for future brand loyalty. 
  • Knowledgeable: a mobile brand tour ambassador needs to know your products or services inside and out. If someone has a question, they should be able to answer not only quickly, but accurately. Consumers are far more likely to trust an expert, and through that have more trust in your brand. 

Tailor Your Ambassador to Your Unique Brand

Now depending on what your brand specifically offers, you will want to tailor your mobile tour brand ambassador to the experience you want consumers to have. If you can, try to find well-known members of your industry that can help represent the goals of your marketing strategy, and the ideals of your brand.

Social media influencers are usually open to sponsorship, and can be a vital asset in expanding the reach of your campaign. When you choose these individuals, or any ambassadors working directly with the mobile tour, you need to choose people who are perfectly tailored to your brand’s message.

If you are a health food brand, you will want to make sure the ambassadors you choose are healthy and fit. If you are a brand that deals with men’s products, you will want someone who fits the stereotypical archetype of a “man’s man”. You want your ambassador to be the embodiment of the benefits of your product or service: make the potential consumer look at that person, and say “I want to be them.” 

If you follow these steps, you will be sure to choose the correct mobile tour brand ambassador for your brand. Once that important piece is in place, you can ensure the success of your mobile marketing campaign, and get the name of your brand out to countless potential consumers. 

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