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So, pop-up retail is exactly what it sounds like. Unexpected, sudden, with the promise of an exciting and engaging experience. Of course there are standard practices, but at Whaam Concepts, we’re all about that Ka!Pow factor! We take trends, and elevate them, creating our own unique journey for brands and the people who love them.
For those of you who are sitting on an absolutely stellar idea for a product or service that you know will do great things, sometimes retail might not be an option, actually, retail might not even be a good idea…yet. “There’s a potential to do damage to your brand when no-one knows about it” says Frankees co-founder Tim Whitehead, of getting a permanent retail space when a brand is just starting out. “We feel like pop-ups are really beneficial. You get to engage with people and get to talk to them about your brand. Where you started from where you’re going, the brand essence the message. It gives you a chance to connect with people and that’s the biggest thing.”
No matter if you’re just starting or a seasoned player, you can Pop-Up anywhere. There are many opportunities to get the message of your brand out there, and if none are to your liking, make some more! old faithful – malls. People who go there want to buy, but they won’t spend their hard-earned money on just anything. If they walk by an activation that they have not seen before and find out that it will soon be gone – the desire to interact gets all the stronger. If you have a strong social media presence Guerilla Pop-Ups are always exciting. Set up in a totally unconventional space and invite everyone to come and find you in a business park, an actual park, maybe even the beach or in the parking lot of a restaurant that reflects the values and energy of who your brand is.
A growing favourite family outing is the Weekend Market. They are a perfect occasion because people arrive in the mood to welcome your brand message into their lives. Also, half the marketing is done for you by the organizers. But don’t get lazy, people respond to heart and authenticity. If they see that you have made an effort to engage with them, they will be all the more drawn to you. Make sure that your brand ambassadors manning the pop-up have the same spirit that you want your brand to radiate to its audience, and your people.
When you Pop-Up, it’s all about creating a vigor around your brand and your message, but don’t forget to do your housekeeping. Make sure the people engage, leaving feedback and even contact details. Instagram follows, and Facebook likes, and signing up for newsletters to be the first to know where the next pop-up will be and perhaps receive brand-related gifts – a reward for their continued loyalty.
Make sure to tell everyone who visits the activation that the Pop-Up will only be up for a limited time. That’s the point of pop-ups. Here today, gone tomorrow. If done properly you really will impress upon your people a need to follow your brand, to stay in touch. If they know the experience will not be up for long, but unsure of when exactly it will leave, the buzz created will pay off, drawing even more potential fans to your retail experience.
The data you gather at this pop-up is critical to the next one – yes, of course, there’ll be a next one! Just because pop-ups are sudden, unexpected and temporary, that doesn’t mean that they cannot return. That’s a big part of making that bond with your audience, making sure that they enjoy their first experience with your brand and then keep coming back for more, and you must keep making more experiences for them to come back to!
The experience itself, the feeling that you leave your audience with is the most important part of the pop-up, but to entice them to you initially you need that WOW factor. The space you activate from must be unique and its very structure must invite engagement and inspire connection. Whaam Concepts are Brand Engagement Architects – our very mission is to create environments tailor-made for your brand to forge bonds with its people. Let us save your day.
Photo by Artem Bali from Pexels
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