One of the oldest professions, journalism, has a winning formula, they approach every story with the five W’s: Who, What, Where, When and Whaam! Ok, journalists only use four, the fifth one we added, but for good reason, you need it. Yes, breaking out into the pop up stores market should be fun – think about it – you’re about to engage, in real life, with your audience, the people who keep you going; but, it can also be a bit intimidating. Fret not! We’re here to save your day! We’ll guide you through the process.
First, Who. You need to know who you are. What is your brand, what do you stand for? Your colours, your voice, your intentions must all be as clear as diamonds, and just as unbreakable. Make sure everyone who represents your brand is planted like a tree in the soil of your corporate identity.
Then, What. You must have a goal, what do you want your pop up stores to achieve? Well, engagement is a given. The structure of your pop stores, whether it’s the entire experience or just elements of it, must prompt people to interact. That’s how bonds are formed, and that brand loyalty is what keeps people coming back. Whaam Concepts are specialists in engagement – Brand Engagement Architects if you will.
And for a successful face-to-face marketing experience your goal, your What, must be tailored to your customer. So, get to know them! Early this year Fin24 predicted that consumers will be “Community-minded sharers” in search of “lifestyle they can build themselves”. Take the opportunity to give them the pieces they need to do so. Be the LEGO that these master-builder need. Be the brand they turn to, so they can find what it is that they seek in you, and then spread the word about all you’ve done for them.
Where. You know what you want to do, where will you do it? This decision is informed, of course, by your first two questions. If you have a vibrant go-get-em attitude and brand, you’ll want to be at an outdoor market, a festival or even a beach-bash. For more reserved mood, malls will have dedicated spaces for pop up stores, even temporary retail spaces and there are a number of corporate options that will meet your needs. It’s very important that your efforts are relevant – delivered to the right people, at the right time, in the right setting.
Lastly, When. Uhm, no-brainer – NOW! Of course, your pop up stores must be carefully considered, but the aforementioned Fin24 article gives 10 consumer trends, you can build a campaign around each one of them. It goes without saying that you will not compromise who your brand identity, only open up different parts of yourself to different groups of consumers who can relate to that part of you.
Bonus W – WHAAM. That’s us. We are THE Super-Team. The only group of creative-designing, project-managing, unique-structure-manufacturing-marketing-insight-giving Heroes you will ever need. We are at your service. Our own unique identity and passion for people, relationships and brands will translate – for you – into an experience neither your brand, your brand ambassadors or your audience AKA brand loyalty warriors will soon forget.
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