Why you should be thinking of pop-up events as part of your marketing plan.
In this day and age, consumers don’t have the time to research their next big purchase, they won’t go looking for it — they want it to find them.
If you’re struggling to gain traction with your brand and want to stand out in the right way, have you thought about creating a pop-up event?
The high street isn’t just for selling, it’s for experiencing. Shoppers are always willing to try new things whilst shopping. After all, that’s the main reason they are out and about — to look at, and purchase new things. So why not place your brand, or latest campaign, in front of them at a time they are most willing to engage.
It can be surprisingly cost-effective to take over a retail unit for a day, or even a week, and gain high-street appeal for your business.
One thing to bear in mind is that you don’t necessarily need to sell at a pop-up event. Instead, try to think of new ways you can engage with your potential customers. Think of it as more building brand loyalty, than generating hard sales during the pop-up.
PlayStation recently utilised this marketing method to promote the PlayStation VR with a pop-up event before its launch. It took over retail spaces across the UK for a week, allowing potential customers to pop in and try the new PlayStation VR Hardware.
PlayStation leveraged its social media platforms to generate hype beforehand and kept that dialogue open whilst the events were running, but also benefited from general public footfall. They didn’t sell anything at the event, just allowed people to see the technology in action and created a slick branded space.
This method also works well for those of you in the service industry. Think about creating a chilled-out space where weary shoppers can recuperate and rest while passively experiencing your brand. Not having a hard sales approach will often cause shoppers to let their guard down. They’ll open up more during a conversation over a free coffee, than when they’re being bombarded with a sales pitch.
If you’re responsible for the marketing spend for your brand, then it’s seriously worth considering a pop-up event. They can be a great way to engage with your customers and gain a presence.
If you have any questions, or would like to discuss whether pop-up events could work for you, please feel free to drop us a line, we’d love to chat though your ideas and see if there is a way to bring your brand to life on a high street near you, or around the country.
You can contact us any time via email at LetsChat@Kierex.com.