Here are 7 things to think about if you’re considering this fast-growing trend.
From retail marketing to experiential dining, pop-up events are gaining in popularity since their inception about a decade ago. Pop-ups are more than just a trendy, seemingly unplanned or temporary event. They have real power in building brand awareness and impressing a new audience. But just as anyone who has ever tried to master the casual look knows, creating an event that goes off flawlessly and yet looks as if it spontaneously happened, takes a lot of coordination and experience.
1: Brainstorm your concept. This isn’t as easy as it seems. What are you trying to achieve? Is it to build your brand awareness, get rid of stock, extend your sales income, utilise some unused space or celebrate a season?
2: Find a location. Are you looking for a venue in a pop-up market, a park, a venue or shopping centre or are you using some unused land on your property?
3: Alliances and Suppliers. Can you organise the pop up yourself? Do you need any sponsors or partners to assist? Will you be inviting other parties to be involved?
4: Budget. Set a budget and stay organised to ensure you meet your goals. Otherwise, why bother!
5: Planning documentation. Create a runsheet assigning who does what and when to stay organised.
6: What to charge? Pop up events are all about the experience, the exclusivity and uniqueness of the event. Create pricing that gives your guests an exclusive and premium experience. Setup online ticketing for your pop-up event.
7: Promote your pop-up event and build excitement. Plan your marketing strategy and roll it out on a timeline that builds up excitement and anticipation leading up to the event. A novel and attention-grabbing concept and marketing collateral will attract social media and the word of mouth.