Things I loved from the article –
You may also be able to team up with a leisure-based space provider. I’ve seen a men’s fashion retailer popup in an East London barber shop, and a jewellery brand popup in an edgy bar – both running joint events and both benefitting from the increased footfall and customer interest.
How do you create a buzz around your new pop-up?
Ross Bailey: This is where your creativity comes into play as the best pop-ups get people talking and leave a lasting impression. How about giving your shop a theme or linking it up with a national event, or bringing energy into the shop with live music or a free drink? With every shop we launch ourselves, I try to create an ‘instagram moment’ – something quirky and fun that stops shoppers in their tracks and leaves them with an experience to share with friends.
From the biggest fashion houses to the tiniest vintage eBay retailers, everyone knows that social networks can be a great way to drive people to your shop and create a buzz about your brand. Make the most of Twitter, Facebook, Instagram and Pinterest, post plenty of photos, engage with your users, invite key influencers and bloggers and get your friends to come down and talk about you online.
Emma Mapp: PR is crucial. Have people handing out flyers on the day of the pop-up, get in touch with local magazines and newspapers – a lot of them will have a free calendar you can place your event in. Introduce yourself to businesses in the local area area and invite them to an exclusive pop-up launch event if you can, and use social media, especially Twitter to make contact.