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Consumers want to know that they can trust you. They want to know who you are and what you stand for and pop-up activations are where you meet them, face-to-face, and build those relationships. Attracting people to your pop-up activations may seem like a daunting task, but if you approach it with personal interaction in mind, rather than company must sell product, a world of possibilities opens up.
Try changing lanes. Of course, your brand has a language and an identity, but introduce customers to a new aspect of your personality to use and step into an arena that is unexpected. Pantone are the world’s experts on colour. They have branded colour and created a universal language around it, so that everyone in the design and art industry can talk to each other. Would you expect a company like this to open a café? All items sold are named one of Pantone’s uniquely creative colour-names. Now, Pantone are not looking to take over the food industry, they are just cementing their status as an industry giant – those who know them well will be in awe of this bold move – as well as getting fresh, new eyes to appreciate who they are and what they do.
Anticipate needs. In a bustling city like Stockholm, Sweden everyone is always on the move and an unexpected mishap at home can really de-rail your day. Department store giant, Ikea, has just the solution. A kitchen-tool vending machine. A fully functional vending machine was placed in a busy subway station, for customers too busy to make carve out the time and take the drive to the larger Ikea store. This machine quickly offered customers what they need, on the go. And if an item is unavailable from the machine, it directs you to a nearby actual shop, away from the pop-up activation, with a wider variety, still more conveniently located than the large store.
Focus on a feature. The leader in online retail, Amazon, delivers almost anything internationally. When they started offering alcohol in Japan, they needed to let all their new potential customers know about this convenient new feature. So, they brought the digital into reality with a pop-up which sold alcohol too! Of course, everyone knows that Amazon sells everything, but everyone who engaged with this activation would now connect it with its new offering, adult beverages.
Announcing your presence and purpose to the world can be done with as much or as little theatrics as your brand and your budget call for – but whatever direction you choose to go, your pop-up activation must have a full, 100% serving of warm, heartfelt passion.
Personalize a souvenir and offer it for purchase or giveaway at your pop-up activation. Your customers want to know that their individuality matters to you. Cadbury’s understood this with their Say It With Chocolate campaign where they re-purposed an old printing press and offered customers the opportunity to print a message on chocolate bars that they have purchased. A charming vendor had a little cart in-store or in various pop-up locations and the activation brought smiles and laughter to all who engaged with it.
Make it move. Much like the Cadbury’s activation, Fendi decided to go with a mobile option. A botanical designer decorated a humble modified scooter with flowers to promote the spring collection of the high-end accessory and the vehicle sold limited edition items as well as floral arrangements. A pop-up activation of this kind speaks to the imagination and whimsy of the consumer. This simple and easily executable idea resulted in maximum engagement and exposure.
These are only a handful of unique and engaging ideas for your pop-up activation that have worked for brands in the past. With the right SuperTeam on your side, we can strategize, design and actualize an original experience that is truly on target with your brand message while at the same time revealing something new, and taking calculated risks with personal touches for results that will surely impress. Contact us today, to make great things happen.
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