There's a lot that goes into a pop-up shop, but much of the success (or lack thereof) can be directly tied back to marketing. If the marketing strategy is sound, then foot traffic and sales will follow. But if the strategy is lacking, you may find your pop-up shop to be a waste of resources.
Marketing your pop-up store is very important. You must maximise exposure before, during and after so that you can gain the most from it. Before your pop-up store, try planning some social media campaigns to spread the buzz, come up with a hashtag, plus keep in mind things like reaching out to influencers and the press to make sure that the word gets out and is promoted properly.
It's your mission to build as much hype and anticipation around the event as possible. Much of this will happen on social media via event pages, content marketing and possibly some localized advertising. Traditional marketing techniques, however, often work best. Because pop-up shops are local events, printed flyers in highly trafficked areas are extremely effective.
As an entrepreneur think about hosting an event that will get people to your pop up store, inviting influencers with a large social following, or offering up food and drink to introduce your pop-up concept and perhaps selecting a few items to sell to build hype and to create a buzz. Also think about unique ways to get people into the store like hosting workshops, talks, and creating social media campaigns to build excitement and curiorsity.
In order to complete your task you will be required to look through a few documents attached in the Resources section, titled ‘How to Create Buzz’ and 'Pop Up Projects for Brands’ these documents will provide you with ideas how to put together your campaign.
Also if you go to the videos section and watch the March Jacobs YouTube video you can see how they used a pop up space to launch one of their well known perfumes.
Finally once you have watched the video and read the documents go to the Process document it will help you decide which marketing method you want to use for your campaign.
Chefs can test the waters in a new city by popping up for a few weeks in a shopping centre’s storefront. If people turn out in good numbers, then maybe expanding to that city is a good idea. If they don’t, the brand will still get exposure via great marketing plans in local and national press just for trying it out
Pop-up restaurants allow you to be more creative in the location you chose. From an indoor market in a disused factory through to shopping centres, there is a wealth of options to consider when looking for the prime location of your restaurant venture. But most importantly the Pop up restaurant options allows you to test your menu and finesse it without breaking the bank!
- 1.1) I can explain what makes an opportunity to create value.
- 1.6) I can experiment with different techniques to generate alternative solutions to problems, using available resources in an effective way.
- 1.12) My vision for creating value drives me to make the effort to turn ideas into action.
- 2.20) I can communicate imaginative design solutions.
- 2.21) I can use various methods, including social media, to communicate value-creating ideas effectively.
- 3.3) I actively face challenges, solve problems and seize opportunities to create value.
- 3.5) I can create an action plan which identifies the necessary steps to achieve my goals.