INCLUDING POP-UPS IN YOUR 2019 MARKETING BUDGET
It’s hard to believe that 2018 is soon coming to an end and that means that most companies with a December year-end are finalizing 2019 business plans and budgets for the next 12 months. Many will be looking to pop-ups and other experiential retail activations, and it’s important that the right amount of time, resources are allocated to ensure the appropriate tools are in place to execute a successful campaign.
LOCATIONWhen it comes to pop-ups, location is everything! There’s no point pouring valuable time and energy into an event that isn’t achieving maximum exposure for your brand. Budgeting for the right spot will vary depending on what you want and where you want it. Downtown locations in major cities can generate mega foot traffic but rent may cost you mega bucks! For big brands who can afford to pay high-end costs, central locations like New York, Toronto, Vancouver, Montreal and Palm Beach Gardens are top choices for experiential retail events. Size will also impact the cost of your activation so make sure you have a rough idea of what you want your event to look like, so you can secure a property that will help make that vision a reality. Companies working on a smaller budget may need to consider creative solutions to work within their means when looking to secure the right space. For more information on how to do this, check out our blog HOW TO EXECUTE A POP-UP TOUR ON A BUDGET.
BUILD OUTJust because your pop-up is temporary – that doesn’t mean it should look temporary, and the build-out elements of your event should be well thought out to achieve a professional and memorable retail or experiential experience. It’s important to make sure your budget takes into consideration the important components of your pop-up, the elements that will make your event functional yet memorable. Your pop-up can be as simple as LA-based fashion label COS’s pop-up, which featured two identical, monochromatic rooms - one white and one pale pink, and racks of minimal clothing. Alternatively, it can be as complex as Glade’s multisensory pop-up in NYC, an immersive experience that allowed consumers to put themselves in the environments that represented their signature scents. Think about the purpose of your event; are you trying to drive sales or are you using the occasion for data collection? Your goals will dictate certain aspects of your build out and the overall finished look. Make a list of all the necessary items you need like a payment processing platform, racks and shelves and from this core list you can start to add all the bells and whistles that will make your event unique.
MARKETINGIf a tree falls in the woods and nobody is there to hear it fall – does it make a sound? Well the same goes for your pop-up. If nobody knows about your event, then it may as well not be happening. Making sure that you have the right tools in place to promote your pop-up is the first step to success. Social media and media relations are two effective ways to reach people and create a build-up that will give people a taste of what’s to come. Don’t rely on the location alone to drive traffic!
STAFFINGStaffing shouldn’t be an afterthought. Make sure your budget covers hiring an adequate number of staff to make sure your event runs smoothly. Cutting corners with cheaper options doesn’t always work well in this department because they represent your brand. Enthusiastic, friendly and knowledgeable staff is key to setting the tone for your event.