With growing evidence that pop-up shops can improve visibility for companies, they are becoming increasingly popular as a new strategy for boosting sales. A recent survey found that 58% of businesses that had previously trialled a pop-up experience would do it again. But how can you make it work for your enterprise?
Research
Your first step should always be research. Leaping into a project without knowing much about the market you’ll be entering, or indeed the process and paperwork involved in setting up, can only result in wasted time and resources. Contact the administrative team behind static markets in your city, or get in contact with organisers in independent venues.
Make your business and its pop-up shop concept known, and not only will you benefit from a selection of potential events to bring your business to, but you will also gain useful insights on the state of the industry.
Ask for Advice
Your next step should be to reach out to other businesses who have embarked on similar campaigns or ventures – you may have friends in other industries with specific experience in opening pop-ups. They can guide you in the right direction as far as planning and set-up is concerned, saving you time and money and giving you a leg-up over your direct competitors.
Invest in Branding
You will likely already have a budget for a marketing campaign to advance the message of your pop-up. By expanding that budget slightly, you can invest in bespoke branding to further legitimise your venture and advertise it to passers-by. Branded banners are a great way to present your business, as they are easily visible whether in a market stall or in a vacant high-street space, preventing you from having to invest in more expensive signage solutions.
Create a Marketing Campaign
With an idea of where you’ll be selling and how you’ll be putting your shop together, it’s time to enact the marketing portion of your plan. Draw up some digital squares containing the dates and locations for your upcoming pop-ups for posting on Instagram, and develop a social media marketing campaign between Twitter and Facebook to drum up community interest. You could also invest in OOH advertising and have posters placed in venues local to your stalls.
Spread the Word
And finally, word-of-mouth marketing can be an especially powerful way to generate custom for your pop-up shop, especially where town and city centres are concerned. Local consumers who enjoy your stall are likely to refer it to their friends, especially if your offering is unique or high quality. Likewise, friends of yours can recommend your enterprise to an extended network, increasing your chances of building an organic audience.
Also read: 8 Ways Your Small Business Can Avoid Declaring Bankruptcy
