21% of retail sales happen online these days. But did you know that in-person shopping can drive more traffic to your website? Pop-up store events are the best way to generate revenue and hype around your brand.
A pop-up shop is a temporary physical store. Brands that do not maintain permanent brick-and-mortar businesses often host them. They offer the opportunity to experiment with physical shopping without the risk.
Are you considering a pop-up as a way to market your business? If so, this guide is for you. Keep reading to learn our top tips for hosting and marketing a successful pop-up event that your customers will never forget.
Location, Location, Location
If you take one thing away from this post, it should be that location is the most crucial aspect of any pop-up event. You want a storefront or sidewalk sale that allows easy access for your target audience.
The location you choose should also match your brand aesthetic and present plenty of photo shoot opportunities. Additionally, select a space that is move-in ready to reduce the time and money needed for set up.
Ideally, you want an individual retail space. But companies like Hennessy have also made pop-ups work inside malls and luxury clothing stores. The only requirement is that the location you choose brings in plenty of foot traffic.
Hire the Right Staff
Opening a pop-up store in a prime location is not enough, though. You must also ensure you create enough buzz around the event to attract your preferred customer base. What better way to do that than with a street team?
Street teams may consist of influencers, local personalities, and professional brand ambassadors. Whoever you choose to represent your event, you want to ensure they can reach a wide audience on your customers’ platform of choice.
The individuals you hire or invite should serve one of two purposes. Either they get people excited on the day of your pop-up, or they generate hype around your pop-up before or after the fact.
Design a Unique Experience
There are millions of physical retail stores in the US. So, why would prospective customers want to shop at your pop-up? Because pop-up shops offer unique experiences that consumers can’t get elsewhere.
Focus on providing experiences that other retailers aren’t providing. Also, offer something your online store experience can’t. For example, you could give pop-up attendees early access to new products or trial a rebrand.
Customers can’t interact with your products online. At your pop-up, they can touch fabrics, trial technology, and taste edible products. It’s the perfect way to transition from pure e-commerce to multichannel retailing.
Need Help Marketing Your Pop-Up Event?
A pop-up retail event may be just what you need to open up new avenues for your business. Temporary in-person experiences are profitable, but they are also one of the best ways to generate buzz around your brand.
Do you need help designing, executing, or marketing your next pop-up? Auctus Agency specializes in all things experiential marketing, and we want to help make your next event a hit. Contact us today to learn more about our services.