Pick Your Flavor: The Top Two Pop-Up Environments
Pop-Up experiences are characterized not only by their affordability and their high impact, but also their versatility and flexibility. There is no steadfast rule to the theme, size or scale of a Pop-Up. More often than not, a concept is morphed to fit a desired location. We’ve seen Pop-Ups range from invitation-only events for VIP customers to open-to-the-public product trials, from small regional launches to national campaigns, and in scale from 100 sq. ft. kiosks to 10,000 sq. ft. structure build outs. To date, two main genres have proven most popular:
1. Those that sell product.
A temporary storefront with a unique, attractive look appears either in existing under- or unutilized retail space or in another high-traffic public area. The store is focused on a particular brand and its most popular or innovative products and serves as a hub to learn more about the latest developments as well as a place to make a purchase. Consumers are often encouraged to further engage with the brand through associated special offers, coupons, regional events and a drive to social media.
2. Those that generate brand recognition and buzz among the set of consumers a company most wants to influence.
Activity-themed environments with trained brand ambassadors in high-traffic areas focus on the benefits or overall feeling of a brand, product or service that provides a unique, seamless brand experience. Individuals in the environment are invited to participate in product experiences and treated to demonstrations utilizing a product to understand its capabilities. Guests who are particularly excited about the experience are often afforded access to social media to communicate their excitement and/or directed to a retail presence to purchase – either integrated into the experience center itself or at a nearby retailer. VIPs or brand influencers are often invited to exclusive evening events where they can invite family and friends with similar interests to experience the brand.
▶ Not only does the launch of a great Pop-Up experience generate buzz-based media coverage that provides exposure of the brand to a larger audience, but it’s also an effective way to introduce new products and brands to a targeted group of consumers, traditional media can be complimented with Pop-Ups as a means to deliver on the front lines where a brand can truly make an impact. Since Pop-Ups enable consumers to test, try and interact with a brand or product (and companies to concentrate the very essence of their brand) directly where consumers are already shopping, playing, working, traveling, and more, executing these intimate, quick-hit environments in a specific area is a great way to quickly make – and measure – impact in a targeted city or neighborhood while generating urgency among consumers.
▶ Many of the same measurement tactics used throughout the standard event marketing portfolio apply to Pop-Ups. Companies access success through a variety of applicable measures, such as word of mouth, the engagement factor, movement along the purchase continuum, as well as the more concrete foot traffic tracking, sidewalk traffic estimates provided by local business groups, revenue generated through product sales, number of samples given out and/or coupons redeemed, on site surveys, as well as media impressions and spikes in online hits.
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