Pop-up shops have redefined the notion of when and where a sale can be made. These temporary spaces not only deliver an element of surprise just by their mere existence, they provide an engaging experience that can lead to a sale right then and there.
Max Lenderman, the author of "Experience the Message: How Experiential Marketing is Changing the Brand World," offers seven tips to a successful store opening.
1.VALUE There’s a reason why you’re there. Make sure the visitor thinks so, too. Give them an experience, not just an impression. Make your interactions meaningful, personal, and be mindful of the needs of the target shopper. For instance, moms are usually with kids. Make sure to cater to both.
2. STAFF UP Hire staff with crowd management and retail experience. Pop-ups often involve moving a lot of people through small spaces and good traffic flow is essential to a memorable and compelling experience. Models are great for showrooms, not pop-ups.
3. GET PERMISSION Ensure you have permission/licenses from all necessary parties (property owner, city, etc). This may seem obvious, but you would be surprised how many times agencies that are attempting pop-up experiences forget this very crucial aspect of experience management.
4. LOCATION … LOCATION Set-up in high-traffic areas; don’t expect people to come to you no matter how valuable the experience seems, Unless you have a very limited product or brand. Then make it exclusive and hard to find. Otherwise, go big. There’s a reason why Target popped-up in Times Square in New York City.
5. KEEP 'EM BUSY Think about the potential "dead time" the consumer might experience during their time in the space. Be thoughtful of every minute they’re in your space. This is your opportunity to totally control the sensory and contextual experience of your brand. Control all facets of both aesthetics and logistics.
6. TIMING Along those lines, plan the experience around the desired amount of time you want the consumer to spend with you. Be practical in determining the desired length of the experience
7. FIRST IMPRESSION Create the best possible first impression. Consumers’ moods will be set instantly, and you’ll want their interest to grow each minute they’re with you. Consider it to be like live theater. What’s the story arc to your pop-up experience? How do you keep them coming back for more?
