If you’re looking for a fun and fresh way to drum up excitement in your business and engage with customers in a face-to-face manner, planning a pop-up event could allow you to seize on both of these opportunities.
But before you go all-in, there are a few things that you’ll want to keep in mind.
What is a Pop-Up Event?
Pop-up events emerged in the late-1990s and early-2000s and were extremely popular in urban, congested areas with lots of foot traffic. For example, New York City was the original “hot spot” for these one-off events.
But with the rise of the internet and the ability to quickly communicate messages to millions of people, these events are no longer restricted to busy urban areas. They can be hosted in almost any city or town – so long as the correct strategies are used.
But before we dig into the how of pop-up events, let’s get clear on the what. As EventMobi explains, “Pop-up events are temporary, unexpected events in unique spaces. They pop up and, after a few hours or days, they pop down. By definition, most events are temporary. It is the element of surprise in unexpected locations that distinguish pop-up events.”
Pop-up events are almost always face-to-face (using a physical storefront or booth), though we’ve also seen some virtual and hybrid attempts in recent months. Physical pop-up events are almost always stronger than virtual/hybrid (for obvious reasons), but it’s worth noting that there’s some flexibility.
4 Tips for Pop-Up Event Success
If you want your pop-up event to be successful, you have to be strategic and intentional with your planning. Here are several suggestions:
1. Identify a Clear Objective
There can’t be anything vague about your pop-up event. This is not the time to get cute or experimental. While you’ll certainly learn a lot, there has to be a very specific event goal from the start. Common goals include increasing product/brand awareness, adding new customers, conducting market research, collecting customer data, etc.
2. Pull Out All of the Promo Stops
The absolute worst thing that can happen at a pop-up event is a lack of significant foot traffic. Not only does it hurt your sales results, but it negatively impacts your brand image in the minds of the customers who do show up. (They’ll be thinking, “Where is everyone else?”) To avoid poor turnout rates, get serious about pre-event promotion
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