Pop-up events are a fun way for customers to try your products or be introduced to your brand. They create special opportunities to engage and leave a lasting impression on your audience.
Pop-ups are the way to go, whether you’re launching a new product, testing a market, or just looking to create some buzz.
Ready to experience pop-up life? We'll show you how.
What is a pop-up event?
Remember flash mobs, a huge trend of the last decade? Remember how a droning humdrum space, like the inside of a mall or shopping centre, would suddenly erupt into a choreographed frenzy of excitement and dance for bystanders to witness? These impromptu performances became a buzzing, viral trend that people tried to replicate all over the world.
Pop-up events are no different. These are the flash mobs of the experiential marketing world. Pop-up events are temporary events held in unique places for a short time, usually a few hours.
While the main goal of pop-up events can vary (more on that in the next section), they are mostly meant to engage audiences and grab their attention. And its chief defining characteristic is the element of surprise.
Unsuspecting bystanders and people going on with their daily routines suddenly find a temporary gathering of their favourite brand in a place least expected, and that has their attention from the start. After all, its name says it all. These gatherings "pop up" in various locations, providing brands with a fresh and spontaneous way to connect with their audience. Their natural charm lies in their fleeting nature, which makes them exciting and memorable for everyone involved.
From event planners and marketers' perspectives, pop-up events provide everyone in the marketing world a unique opportunity to showcase creativity, experiment with innovative event ideas, and create buzz around a brand. With their flexibility and surprise element, these events can help reach new audiences, generate social media buzz, and drive brand loyalty.
Pop-in for some pop-up: Successful pop-up event examples
A pop-up event can offer a tangible experience of a particular brand's products. When Ikea set up its pop-up store on a beach, it turned some everyday beachgoers into future customers.
The Swedish retailer also did the impossible—showcase furniture in a setting that doesn't require any. Ikea is one of many brands that use the power of pop-up events.
Beauty brand Glossier's pop-up events allow fans and others to try their make-up and other beauty products in person and create a buzz about their brand on social media.
Another advantage of pop-up events is that they can drive the hype around your brand and give it an added aura of exclusivity. You don't have to look any further than Nike and its pop-up events, which have labyrinthian queues outside its stores, drawing crowds to its exclusive launches and sales every time a limited-edition sneaker is launched.
These benefits explain why almost 84% of marketers believe experiential marketing is a crucial part of their strategy. Lately, this retail-centric strategy has become a large part of the B2B space, with corporate planners using it for meetings, product launches, and even hybrid events.
So, you've read about how other brands are doing it. Now, find out how to do the same by leveraging this innovative marketing strategy to engage your audience.
Benefits of a pop-up event
Pop-up events are gaining traction and becoming hard for event planners and marketers to overlook. Here are some compelling reasons why these events are proving to be advantageous:
Enhance customer engagement
Pop-up events offer a unique opportunity to blend in-person shopping with a mobile retail experience, driving sales and business growth. This approach particularly appeals to young, tech-savvy consumers who prefer a seamless shopping experience. According to Salesforce, over 70% of shoppers use their mobile devices in-store, rising to nearly 85% for those aged 18 to 44. From reading product details and reviews to finding online coupons and making purchases, mobile integration at pop-up events can significantly enhance customer engagement and satisfaction.
Get direct feedback
Use a pop-up event to get direct feedback from your customers in real life. This is way better than polling your target market online. You can get instant feedback by selling some of your products at these events. This allows you to adjust on the fly and test again in real time.
Reach out cost effectively
Pop-ups allow you to reach your prospects cost-effectively without the big budget of a traditional store. They are smaller in size, so the rental costs are more reasonable. You can open for a short period and then move on. This means you won't have a long-term rental contract to worry about, and your overheads will be lower. You won't need to stock as much inventory, which will further reduce costs.
Try a product
A pop-up is a great way to test the market if you're launching a new product. People will become aware of your brand, and you'll get feedback. This feedback will help you decide whether to roll out the product to the rest of your business.
Create memorable experiences
Pop-up events' sporadic and unique nature makes them more memorable for attendees. For example, imagine you own an interior decor shop with both brick-and-mortar and online stores. A nearby venue hosts a summer pop-up event in their beer garden, inviting local businesses to set up booths while serving drinks and featuring live music. Your customers are more likely to remember purchasing a throw blanket at this lively event than a routine online purchase. The distinctive setting and unexpected atmosphere of pop-up events leave a lasting impression, making them a powerful tool for brand recall and customer loyalty.
6 types of pop-up events
Once upon a time, the only way to host a pop-up event was in person. Post-Covid, that opinion no longer holds true, as these events can now also be hybrid and virtual. Here are six types of pop-up events
1. Permanent pop-ups
Pop-up events can be so successful that they generate enough traffic and sales to justify becoming permanent fixtures. Many retailers use pop-up venues to temporarily test retail spaces and evaluate whether a brick-and-mortar location would fit their business well. In some cases, sellers choose to make their pop-ups permanent or semi-permanent due to their success.
2. Seasonal pop-ups
Seasonal pop-up events are highly effective in driving traffic and sales. Christmas pop-up shops are the most popular type of seasonal pop-up. These festive setups captivate customers with their enchanting atmospheres and unique offerings.
For example, you can create magical festive experiences by partnering with premium brands to offer exclusive products or menus in themed settings. Similarly, during the summer months, set up beach-themed pop-up shops that feature limited-edition beachwear, accessories, and refreshments, providing visitors with a unique shopping experience right by the seaside.
3. Marketing event pop-ups
Whenever you organise an event, the goal is for attendees to leave, talking about how fantastic it was. Pop-up events excel at generating word-of-mouth buzz because they are unexpected and creative. Brands often use pop-up shops to create excitement around a new product launch, a rebranding campaign, or a significant company announcement. These temporary and unique setups captivate audiences, leaving a lasting impression that continues to drive conversations long after the event ends.
4. Pop-in stores
Pop-in stores are an excellent option if you're looking to market your brand while saving on rent and decor. A pop-in store is a shop set up within another store, allowing retailers to rent a small portion of an existing space to sell their products. This approach is cost-effective and beneficial because it leverages the established traffic of the host store.
Choose a well-established store or boutique for your pop-in shop to maximise the benefits, ensuring your business can tap into the existing customer base. Pop-in stores are also ideal for businesses transitioning from e-commerce to brick-and-mortar, providing valuable data on operations and demand without the full commitment of a standalone store.
5. Virtual pop-ups
What's the difference between virtual pop-ups and a traditional e-commerce website? If that's what you are wondering, then here's a straightforward answer: virtual pop-ups provide a 360-degree shopping experience, allowing customers to virtually walk through the aisles of your store.
Virtual pop-ups are interactive since they allow visitors to browse products just as they would in a physical store but within a digital storefront. This innovative approach allows customers worldwide to engage with your brand in a unique and immersive way.
6. Experimental pop-ups
One key reason brands organise pop-up events is to experiment with launching new products, exploring new markets, testing merchandising strategies, or creating unique retail experiences. These experimental pop-ups enable businesses to gather valuable data from customer reactions and feedback. If you're considering expanding into a brick-and-mortar store, launching a new product line, or targeting a new market, organising a pop-up shop is an excellent way to run your experiment and gain insightful feedback.
Does the type of pop-up event determine what goes into planning one? The answer is both yes and no. A lot of what goes into planning a pop-up event, no matter the type, begins with a comprehensive plan and clearly defined goals.
9 keys to organising and planning a pop-up event
The process of pop-up event planning involves several key steps, including:
1. Research and planning
The first step for any pop-up event is researching to learn more about your audience and what they want. Next, you'll need to establish clear objectives and key performance indicators to measure its success. The final step is creating a detailed plan for your pop-up event.
2. Budgeting
One factor determining the planning process of your pop-up event is its budget allocation and how to effectively and efficiently use these resources.
3. Event theme
Based on your budget and goals, determine the theme of your event. Having a theme will also guide you in selecting the type of pop-up event you want to host, selecting the right venue, marketing your event, and purchasing supplies. For example, if your goal is to launch a new line of gourmet chocolates, you might want to consider organising a pop-up store in a cosy café setting
4. Venue selection
Next, choose a venue. The type of venue will set the stage for the event and the attendees' experience. So, choose one carefully. Consider both temporary and permanent structures to find the perfect fit for your concept:
- Temporary venues: Event domes, igloos, marquees, and other temporary structures can create an element of surprise and generate buzz by seemingly appearing out of nowhere. These are ideal for guerrilla marketing events but come with challenges like setting up decor, electrical outlets, sound, lighting, AV, Wi-Fi, and bandwidth.
- Permanent venues: Hotels and resorts can also host pop-up events, leveraging existing infrastructure. Many properties now embrace pop-up events, offering function rooms and outdoor spaces with the necessary amenities.
Whether you choose a temporary or permanent venue, ensure it aligns with your event's theme and logistical needs.
5. Plan logistics
Despite their spontaneous appearance, pop-up events require thorough planning and precise execution. Ensure you have all necessary permissions and have planned for logistics like setup, takedown, and transportation.
Work out every aspect of the event, from setup to teardown. Identify the technology, such as the right in-person event platform and resources, that are required for smooth operations.
UK-based Sventa, known for pop-up Christmas events and beach summer pop-ups, successfully created "The Cool Conference" for a client by meticulously planning the logistics and technology needed.
6. Advanced event technology
Technology can significantly enhance the impact and experience of your pop-up event. Consider these solutions:
- iPad kiosks and digital signage: These can provide interactive experiences and information for attendees.
- 3D projection mapping: Affordable and accessible, this technology can create an immersive ambience.
- Advanced AV solutions: To capture and retain audience attention, use 360° screens, wireless presentation systems, and interactive screens.
- Wi-Fi and bandwidth: Ensure sufficient bandwidth to support all technological needs and provide free Wi-Fi for participants.
- Comfort solutions: Keep guests comfortable with portable heating solutions, especially for events in cooler seasons.
- Cashless payment systems: Fast and accurate payment processing with mobile apps can make transactions quick, easy, and secure.
- Videography: Capture and share event highlights on social media to extend the event's reach and impact.
7. Marketing and promotion
Develop an event marketing strategy that creates anticipation and excitement. Marketing is crucial to the success of your pop-up event. Here's how to build excitement and attract participants:
- Social media teasers: Use teaser photos and mysterious captions to generate curiosity and anticipation.
- Save the date announcements: Even if you want to keep the event details a surprise, announcing the date with a countdown can build anticipation.
- Engage influencers: Partner with influencers to amplify your reach and create more buzz around the event.
You can also try some of these event promotion ideas for your next pop-up event.
8. Final execution
On the day of the event, ensure everything runs smoothly, from setup to attendee interaction. A lot of work has gone on leading up to this day, and a lot is riding on how all the planned pieces of your pop-up event land.
9. Post-event evaluation
A pop-up event provides excellent learning curves for future pop-up events. Whatever contingencies, oversights, and other things you came across during your pop-up event will be included in your next event strategy for subsequent ones. After the event, evaluate its success based on your initial goals and gather feedback for future improvements.
Conclusion
Pop-up events are a powerful marketing tool. They offer a unique way to connect with your audience and create memorable experiences. Harness this trend to elevate your brand and achieve your marketing goals.
Whether you're launching a new product, celebrating a milestone, or simply looking to engage your audience in a fresh way, a well-executed pop-up event can make a significant impact.
