By Tracie Johnson,
The concept of pop-up shops promises to be around for a long time. This concept is an excellent way for you to engage prospective customers. It is unexpected, dynamic, and lasts a short time. This attracts customers and makes them look forward to the next time your shop might pop up somewhere.
The power behind these pop-up stores is the fear of missing out. Of course, FOMO cannot be the start and end of your marketing strategy. To be successful, it must be a part of a larger marketing plan that combines digital and traditional marketing.
Get on Your Digital Loudspeaker
About half of the world’s population uses social media. If you want to create buzz, you cannot do it without a strategy that includes social media. You want something that will promote your pop-up shop in the days before, during, and after you have launched your shop.
Start by thinking up a catchy yet appropriate hashtag that will be the theme in all of your social media channels. Try to create a sense of urgency with this hashtag. As a bonus, this hashtag will allow you to see how well your campaign is performing.
Make a Facebook page, and start some grassroots campaigns. Get your friends and family to like the page and promote it. Hire a professional copywriter to help you create compelling copy for LinkedIn and Instagram. Other social media platforms could be beneficial if your target audience uses them.
Social media allows you to have online giveaways and contests. Incentivize your customers by offering them discounts if they tag themselves. Additionally, constantly take pictures of what is happening at your pop-up store. Promote these pictures heavily on social media.
Social media is a way for you to have a digital conversation about your pop-up store. Your customers talk to you when they make comments or ask questions. It is your job to talk back by promptly responding. Use online polls to get feedback and see how your customers feel about your offering.
Get in the Trenches
Most people do not associate guerrilla marketing with pop-up retail. However, this could be the secret weapon that makes your pop-up store a success. The beautiful thing about guerrilla marketing is that it is cost-effective and allows you to use creativity to wow your audience.
Take advantage of tools that will not break your budget. For example,
feather flags that have been customized for your event can create a lot of buzz. They are the perfect outdoor banners to draw attention to your business. Most are made from polyester material that is weather-resistant and durable. The nice thing about more significant flags, for example, those 10 feet or higher, is that they make noise when the wind catches them. All of this attracts people’s attention to your pop-up store.
Once people are interested, keep them thinking about you by giving away branded stickers, swag, and other memorabilia. Your pop-up store will only be there for a couple of days. You want to get your establishment on your client's radar and make a lasting impression.
Don’t Forget Traditional Media
There is a reason you still hear commercials on the radio or that you see major companies spending
millions of dollars for 30-second ads during the Super Bowl. Traditional media still works. Radio and television are not obsolete. So you need to incorporate them in your media strategy.
An excellent way to do so is to talk to journalists and reporters and invite them to a press preview where you allow them to see your pop-up shop in detail. You should create a well-crafted press release in advance. This will help get the word out about your business. Think of a strong headline. Make sure that you include all relevant information about your shop. Make it entertaining. Be sure to have when the shop opens and when it closes.
Make the Most of Your Pop-Up Shop When Promoting Your Brand
Your pop-up shop is a phenomenal way for you to promote your brand. It will only work if you create a marketing strategy that builds enthusiasm for your shop and drives customers to it. It should work in harmony with your overall marketing campaign.
