Pop-Up Shops and Brand Activations

November 28, 2018

“IS THERE A DIFFERENCE BETWEEN A POP-UP AND AN ACTIVATION AND WHICH IS RIGHT FOR YOU BRAND?”

WHEN YOU DECIDE TO TAKE YOUR CORPORATE IDENTITY RIGHT TO THE DOORSTEP OF THE PEOPLE WHO MAKE YOUR ORGANIZATION TICK – YOUR CUSTOMERS – THERE ARE METHODS THAT ARE BOTH POPULAR AND PROVEN

 

Pop-up shops and brand activations are two ways to get your brand seen and heard. But what exactly does each mean, and what can you get out of them?

Firstly pop-ups – or more fully, Pop-Up Shops. These are specifically a retail experience, a temporary retail experience to be exact. They appear suddenly and only, for a limited period of time. Sometimes they are seasonal, so Christmas decorations or winter accessories, other times it is the case of taking advantage of an opening. For example, if a store chooses to vacate its spot in a mall it will be beneficial for a different brand to take up that spot briefly. This way the mall will earn rent for this time, and the brand can test the waters, experimenting with their approach to a retail space, gathering data about the market and their target audience, with no obligation to stay in that spot permanently, should things not work out. Now, Brand Activations do sound similar, don’t they?

 

The difference between Pop-Up Shops and Brand Activations, is that an Activation will not always offer items for purchase. On the contrary, activations often have giveaways and prizes, as well as fun activities to get people excited about the brand. Or they will be heavily branded, for the pure purpose of making the organization seen. The intention of both Pop-Ups and Activations is to engage with the lovers of the brand, to stir up enthusiasm in new and potential clients and build those lasting bonds of trust in the product and loyalty to the organization – they just go about this objective in different ways.

THE LINE BETWEEN POP-UP SHOPS AND BRAND ACTIVATIONS ARE EASY TO BLUR.

On first inspection is sometimes difficult to differentiate between a pop-up shop and a brand activation. Both can be in a structured setting, like a mall, or more informal, like a park or outdoor plaza. A pop-up shop can sometimes do Brand Activation activities, as well as offer products on sale – and a Brand Activation does “pop-up” suddenly for a limited time. Each has their own moving parts, protocols, do’s and don’ts and methods of execution which can be challenging to navigate if you don’t have the right team on your side.

That’s where we come in. Whaam Concepts is a team of heroes. We design and manufacture unconventional environments for engaging experiences, including custom Pop-Up Shops and Brand Activations tailored to your brand. The SuperTeam has creativity, integrity and a personal touch. We are standing by to help you take the message of your brand out to the people. For you to make the best impression, build that brand loyalty and get people excited about who you are, call upon Whaam Concepts – we will surely save your day.

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