Marketers spend a lot of time looking to nail down abstract concepts. They’re tasked with turning brainstorming sessions and responses sourced during focus groupings into campaigns that sum up everything about a brand’s identification in a neat, tidy, and many importantly, interesting way.
But what if a consumer could walk into a room and fully experience your brand with all their particular senses? Pop-up events offer just that — the chance meant for consumers to get up close and private with their favorite companies in the truly immersive setting. In this post, we’ll cover:
- What is a pop-up shop?
- Pop-up shop concepts
- How to do a pop-up shop
- How to market a pop-up shop
- Examples of pop-up shops for inspiration
Peerspace or We Are Pop Up to scout locations.
3. Go shopping for fixtures and supplies.
Once you know where you’re setting up shop and how long you’ll be right now there, you can plan your area. This includes purchasing fixtures like shelving as well as any supplies/decor to pull off your theme.
4. Plan the launch plus opening.
Because your pop-up is a fleeting experience, you don’t get the benefit of long-term clientele creating. Its success hinges on the advertising leading up to the launch (more on that later) along with the momentum earned on that day. For this reason, you’ll want to give yourself enough lead time before the opening to generate interest and also create an experience that will get people talking.
4. Launch and enjoy.
Remember, the objective of a pop-up shop can be connecting with your customers. Certain, it’s all about your brand, but your brand is for them. Your intricate planning models the stage for an amazing experience, but so did your interactions with them. Be prepared to give a level of service that has your clients spreading the word, coming back, plus remembering your brand once you have gone.
5. Analyze plus determine what went well.
Take a look at the foot traffic you have, the sales you produced, the revenue you created, and the social media engagement a person received.
What worked, and what didn’t? What was your ROI? Is it worth opening an everlasting shop or repeating the feeling elsewhere? What would you do differently?
The media will be your friend in having the word out. Reach out to local publications to see if you can gain a feature and draft the press release to see if you can gain coverage. It may even pay dividends to send exclusive invites to a few journalists for the date of your launch.
2 . Reach out to nearby influencers and bloggers.
Influencers and bloggers may have smaller sized reach than traditional press outlets, but their followings will probably be highly targeted and involved. Find out how much promotion could be, and don’t be afraid to offer perks!
3. Create an event upon Facebook.
Promote to your current Facebook followers by developing a Facebook event and welcoming them. This will spread attention to your existing fans and increase the reach of your pop-up marketing efforts.
4. Promote on Facebook.
Facebook offers advanced targeting options for market type and geographical area, making it an ideal channel to spread the word to leads who don’t know you yet. Read more about how to create a Fb ad.
5. Email your own database.
Tap into your current customer base and let them know about your pop-up along with email marketing. Your campaign will be even more successful if you can section your database and target your customers in the area.
6. Leverage direct mail.
One of the best ways to promote a local event is through direct mail advertisments to residents in the nearest zip codes. Mailers function as invites to the general public. You’ll also have the ability to push the promotions occur to be running.
7. Generate buzz and FOMO with campaigns.
FOMO (fear of missing out) can motivate customers to show up and engage. You can tap into this with exciting promotional strategies for example contests, freebies, discounts, and door-buster deals.
8. Create signage.
Signage will help you obtain the attention of nearby feet traffic, so invest in flyers, banners, and window clings that are attractive and capture the eyes of passers-by.
To inspire your next top quality experience, we’ve curated a listing of these innovative and visually stunning pop-up events.
Snarkitecture was inspired by mirrored surfaces and simple silhouettes when designing this temporary retail space to get LA-based fashion label COS. The folks at Snarkitecture transformed an empty industrial space directly into two identical, monochromatic rooms — one white and one pale pink — departing the focus on two racks of minimal clothing. The particular reflected space “creates an urgent and altered world just for visitors to experience and share. inch
Picture Credit: Snarkitecture
2 . BarkShop Live
Shouldn’t your dog be able to shop for his own toys? Bark & Co, the particular ecommerce company behind BarkBox, certainly thinks so. For just one week in June 2016, the dog-centric retailer sprouted up in Manhattan, inviting dogs and their owners to experience their squeaky, bouncy, plus chewy offerings in-person. The particular lucky pups in attendance were fitted with RFID-enabled vests, which tracked the particular toys they played with one of the most. Owners were then capable to view and purchase their dogs’ favorite playthings directly from the event’s custom cellular app.
Video from Digiday
3. Glossier Summer Fridays Showroom
In Summer 2015, online makeup and skin care brand Glossier styled a floor of its Manhattan head office as a temporary retail display room — the closest matter to stepping into the beautifully curated Instagram feed. The space offered Glossier items for sale, but as creator Emily Weiss explained, offering tubes of moisturizer plus lip balm wasn’t always the pop-up’s top priority. “It’s not really just a store, inch Weiss said in an interview with Racked. “It’s almost like this is a giant mood panel for the company we’re looking to build. ”
Created beneath the direction of set developer Marguerite Wade, the penthouse featured custom floral arrangements by Meta Flora and an installation by multi-media artist Grace Villamil.
Picture Credit: Glossier
4. Fast Food Aid
Creative company directors Ikkyu and Junya Sato of Kaibutsu design recording studio noticed that young adults in Harajuku had a serious fast food issue — and they decided to do something about it. To promote organic meals chain Dohtonbori, they released Fast Food Aid, a pharmacy-inspired vitamin pop-up that offers a selection of health supplements aimed at junk food lovers. And all it will cost you is a receipt from a fast food location.
After a guilty indulgence, swap your receipt for a personalized bottle of supplements that will replenish the nutrients missed at your last meal. Each canister is aimed at a specific junk food — ramen, pizza, hamburger, etc ., — to make sure your system gets what it needs.
Although Dohtonbori isn’t in fact selling anything for revenue at the shop, its had the opportunity to educate visitors about health and fitness, hopefully driving them to choose healthier food options in the future — like Dohtonbori’s very own restaurant.
Image Credit: Junk food Aid
5. Pantone Café
What does color taste like? If anyone knows the solution to that question, it’s Pantone. The world’s most well-known color company has been operating a pop-up café in Monaco for the past two summers, selling a minimal menu of pastries, lunch options, espressos, and fresh juices — all branded with Pantone’s signature color swatches.
So does this mean Pantone is permanently branching away into cuisine? Not quite. The particular seasonal eatery is perfect Instagram-bait, and it has successfully generated a ton of buzz in the press. From the perfect example of a pop-up event enabling a company to consider creative risks with its brand name by stepping outside of its typical business model.
Image Credit: Pantone Café
6. Real Life At Work
To offer passersby the glimpse into its entire world, London-based ad agency Wieden+Kennedy invited graphic artist Emily Forgot to transform the front window of its office into an imaginative, cartoon-inspired pop-up workspace. Using exaggerated monochrome imagery, Forgot designed a whimsical office picture from paper, complete with a typewriter and a clock that went backward.
For a few weeks, real agency employees took becomes “working” in the window. Everything was then broadcast reside via webcam on the agency’s website for anyone who was curious enough to watch. The pop-up was a unique way for W+K to shrug off the stereotype of the ad agency that takes itself too seriously — plus it was a creative chance for the team to interact with the community.
Image Credit score: Wieden + Kennedy Greater london
How can you make inexpensive, packaged underwear appeal to high-end consumers? Simply create a “luxury” lingerie pop-up with a fake, fancy-sounding name. CP+B Boulder helped client Fruit of the Loom open up an intentionally pretentious and ludicrously over-priced boutique to get its underwear, complete with colourful intimates hanging from over-the-top tree displays. Früt offered only Fruit of the Weaving loom undergarments, but shoppers who also usually wouldn’t deign to purchase the brand were lured in by the high-end guise.
Image Credit: Wieden+Kennedy London
8. Organic Valley Coffee Shop
In a clever chance aimed at the artisanal coffee movement, creative branding agency Humanaut opened up a pop-up cafe to promote its customer Organic Valley’s new coffee creamer. The temporary New york storefront adhered to all of the regular hipster tropes — a small logo featuring arrows plus X’s, modern glass mugs, and trendy sizes — Lil Bit, Double, plus Lotta. And they cast a true Organic Valley farmer since the shop’s folksy proprietor.
There was one catch: The store only sold measured portions of half-and-half. You ordered your creamer at the kitchen counter from a barista and added your coffee separately. The particular spoof was a major success. Unperturbed by the irony, New Yorkers lined up to purchase shots of plain cream for $2 a appear. “No one had a problem paying $2 for a put of organic half-and-half, inch said Humanaut’s creative key David Littlejohn. “In the end, the idea wasn’t because crazy as we thought it was. ”
Video Credit: Organic Area
9. 5-Minute Internship
Solve, a Minneapolis-based creative agency, wanted to re-vamp its summer intern hiring procedure to attract recruits who can really think on their feet. So naturally, they created a transportable, small-scale replica of their workplace — complete with a receptionist-staffed tiny lobby — and set off on an epic college-campus trip.
Students at participating campuses were given a 5-minute challenge based on their area of interest — and those who performed the best were invited to job interview on the spot. The pop-up event tripled the amount of applications the agency received to its internship position.
Image Credit score: Adweek
10. The Picture House
Capitalizing on the Instagram food photography craze, Birdseye opened up a temporary cafe in London where diners can settle their bill with an Instagram post — most they had to do was take a snap of their meal and add the hashtag #BirdsEyeInspirations. The event was a creative social networking experiment that helped create free publicity for the frozen food company’s Inspirations line of products. Branding agency Cut was behind the world’s first pay-by-picture pop up.
Picture Credit: Slice
11. The Period Shop
For one weekend, Kotex launched a pop-up in New York aimed at relieving negativity and spreading enjoy for women during their intervals. The store, which was developed by ad agency Organic, featured ice cream, manicures, chocolate, comfy clothes, and Kotex U products for sale. Women were invited to browse the brightly colored offerings and share their experiences. Also it was all for a good cause, too. Profits were donated to a can certainly homeless shelter.
Image Credit score: Adweek
12. Birchbox’s Tour
Pop-ups give online retailers the chance to show off their products in person, interact directly with their fans, and take their own brand to the next level. Birchbox — which sells membership boxes of curated beauty items — went on a nationwide tour in 2015, opening temporary brick-and-mortar stores within multiple cities. In addition to offering beauty products, they offered manicures and astrology readings in order to entice beauty-lovers inside.
Image Credit: Racked LA
13. Fendi Spring/Summer 2016 Flower Shop
The mobile flower shop that organic designer Azuma Makoto made for Fendi is proof that not all pop-ups need to be large scale productions. The artist adorned a three-wheeled Italian vehicle with an intricate flower display and outfitted the medial side of the truck as an open up storefront. The vendor/driver sold limited edition Fendi bags and vases of Makoto’s flower arrangements to promote the fashion label’s 2016 Spring/Summer collection.
Picture Credit: My Modern Met
Elaborate a designer to do whenever they’re facing a tight budget? Experiment with creative materials. This pop-up retail space designed for Australian clothier Arnsdorf was developed by using 154 pairs associated with neutral-colored pantyhose, and the impact is otherworldly.
Image Credit: Quick Company
15. The Poundshop
This design group is a recurring pop-up platform for artists to offer their own goods for affordable prices. “The aim of The Poundshop is to spread design to a wider audience by making it available through price and wedding, ” the website explains.
The particular pop-up shops are just since visually interesting as the art they sell.
Image Credit: The Poundshop
With a little planning and lots of preparation, you can make a dash with a pop-up that pleasures your customers and spreads curiosity about your brand.
Editor’s note: This post had been originally published in This summer 2018 and has been up-to-date for comprehensiveness.