5 Ways Pop-Up Shop Branding Can Help…Even When You’re Not Selling Anything
August 27, 2017
Have you ever found yourself spontaneously making a purchase at a pop-up shop? If you have, you know how magnetic those small, temporary stores can be. There's something about a kiosk or a street-side display that pulls people over, giving businesses a chance to make extra sales and grow their customer base. In today's marketplace, pop-up marketing is a great idea for all businesses that want to increase their reach, even those that don't sell products. Here's some advantages of joining the pop-up trend along with a few tips for getting started.
Spread the Word
One of the most obvious advantages of pop-up marketing is simply increasing your visibility. With the right signage, even those who don't stop may remember your brand name. Incorporate your brand's colors and logo in your primary sign and make sure it is large enough to view from a distance. A banner sign made out of durable material is the best choice for portability as you move to different pop-up locations. Invest in a quality digital display to pull in even more people. Choose a unit that is small enough to transport but large enough for easy viewing. Digital displays let you add a variety of content to mix things up or target different customer bases depending on the pop-up location.
Popups are the perfect place to interact one on one with current and potential customers. When setting staff levels for a pop-up location, consider the amount of traffic expected, and make sure there is adequate staff on hand to answer questions and really talk with people about your brand. It is also important that staff are well trained in your products or services. Although it might seem tempting to send interns or new hires to staff a popup, it is better to look at those with more experience. Also consider the personality of potential staff. You want to choose personable people who are good at sharing information. If you have to hire new staff for your pop-up ventures, make sure there is adequate training so that they are prepared to answer questions and show your brand in the best light.
Connect Your Offline and Online Branding
The best way to maintain repeat customers is by making your brand an integral part of their lives. Pop-up shops are a great place to get potential customers involved with your online presence. Set up a photo background featuring your brand logo or other elements that relate to your products and encourage selfies. Have hashtag suggestions on display, and encourage visitors to post to Twitter, Facebook and Instagram to get your brand trending. Set up an interactive display where visitors sign up at your company website or subscribe to email updates. Make sure the display also includes fun interactive content, such as humorous videos or games, to keep people interested.
Bring your new product prototypes to a popup, and let your visitors try them out. This is a great time to get quality feedback about product design, the value of features and possible price points. Have surveys ready to record opinions, but also spend time talking to visitors to get a feel for the strengths and weaknesses of product ideas. Have your staff take notes on important feedback for your designers to review later. Increase interest by having the visitors participate in a poll to help choose product features, such as a color option for a piece of technology. Everyone likes to have a say in product development, and when customers feel that they had direct input into a decision, they are more invested in products and likely to remain loyal consumers of your brand.
Show You Care
Provide pop-up visitors with take-home goodies to remind them of your brand after the visit is over. When deciding on promotional products to give away, remember to take size and weight into consideration. You'll need to transport items to your pop-up stores, and then carry and stock them in your booth or kiosk. T-shirts are lightweight and universally usable. Pens are another good choice for advertising your brand. Make sure that items feature your brand colors in addition to your company name and logo. Custom bags and other packaging provides additional connection to your brand that lasts even longer if the bags are sturdy enough to be reused. Add a business card with your contact information to ensure visitors can find you after they leave.
Pop-up shops are a great way to increase the visibility of your business. Whether you provide informational content, product demonstrations or simply a fun interactive display, a quality pop-up shop is a great way to get people talking about your products or services. Don't forget to consider location when planning pop-up events. What area would be best for pulling in your desired demographic and allowing you to take full advantage of the opportunity?