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. Having said that, here are some marketing tips and techniques that other brands successfully implement for high returns:
Build buzz in advance. Think of yourself as a boxing promoter, in the weeks leading up to the pop-up shop. 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 PPC advertising.
If you’re a relatively small brand with limited reach, a pop-up shop is an awesome way to link up with some strategic partners. Consider:
What brands are out there that further the message of the lifestyle of your own brand?
What do your target customers drink? What do they eat? What do they like to snack on?
These are the people that you should reach out to first, “Shopify suggests. “It’s also going to allow you to cross-market into other audiences that care about the same thing as your customer, but don’t compete with you at all.”
Nail day-of marketing. While building advance buzz is important, the most critical factor in your success is day-of marketing. For many shoppers, the decision to visit your store is impromptu. If you’re relying only on your pre-marketing, then you’re missing out on a significant source of traffic. So, feel free to get clever and try some new things.
Keep promoting after the event. The third stage of pop-up shop marketing actually occurs after the event is over and everything is packed up. This is the time to share pictures and stories on social media. You want those who attended to remember what made the event so great, as you simultaneously encourage those who didn’t visit to come to your next pop-up event. This is also a great opportunity to remain in contact with customers you met at the pop-up shop via an online newsletter or strategic discount offers.
Use your momentum. Very rarely is the pop-up shop itself the end goal. Sure, it can give you a temporary sales boost — but it’s ultimately about momentum. The objective of a pop-up shop is to give your brand the boost it needs to thrive after the temporary event ends. As you transition out of pop-up shop mode and back to normal retailer/etailer mode, be sure to use the momentum you’ve gained to foster future success.
Read more here: https://www.entrepreneur.com/article/296064