While various brands across the world have begun to invest in pop-up shops as a way of offering exclusive experiences to excited customers, the experiential concept is now becoming increasingly popular amongst internet-based businesses too.
After all, these high-interest solutions allow companies without physical locations to create temporary presences through which they can grow brand awareness and drive sales.
Marketing a pop-up shop isn’t a much different from marketing any other kind of experiential event, but we’ve put together just a few of the best quick tips if you’re hoping to achieve success first time around.
1. Get Media Attention
One of the best things about pop-up shops is that they’re fantastic for media attention. They’re new, exciting, and temporary, so they’re definitely news-worthy. While some media attention will happen naturally (and hopefully even lead to viral results), you might have to chase down some leads for yourself.
Get in touch with local newspapers and magazines, or invite social media influencers, vloggers, and reporters to come down and get a taste of the experience for themselves ahead of time so that they can drive up some excitement for the big reveal on opening day.
2. Invest in Influencers
Speaking of influencers, one of the biggest marketing opportunities around today is related to the presence of influential figures online – whether it’s blog writers, website owners, or simply social media personalities.
These individuals want to know new and exciting information that they can share with their audience – so as long as your pop-up shop is relevant to the interests of the influencer you’re communicating with – don’t be afraid to share.
Make a list of influencers in your niche and invite them along to a pre-launch party, where you should be willing to give out freebies and incredible prizes. In return, those people should be happy enough to rally the troops for your pop-up experience.
3. Host Promotions and Contests
Whether you’re marketing your brand in general, or trying to gather momentum for your upcoming pop-up shop, remember that people love to win free things. It doesn’t matter if it’s a free burger or a gift-card – simply the idea that there’s something to be won draws people closer to your brand and gets them engaged.
Run a promotion using Twitter, Instagram or Facebook, and encourage people to share photos of your popup store. This will bring more people rushing down to earn a chance of winning a great prize. Just be sure that you attach the posts to a relevant hashtag!
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR, and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.
