A pop-up shop is a temporary storefront space that is operated by an online merchant. Pop-up shops are becoming increasingly popular for entrepreneurs who want to test out their business models, and according to reports from Popup Republic, “the pop-up industry has grown to $10 billion in sales.”
Pop-up shops are a great way for novice entrepreneurs to build relationships with customers, provide unique customer experiences, introduce new products and grow a brand quickly.
Below are seven promotional strategies you can use to boost pop-up shop sales:
Promote your event on social media
With roughly 45 percent of the world’s population spending an average of two hours and 23 minutes on social media daily, social media is a tool that you simply cannot ignore.
It is essential that you promote your pop-up event on your social media platforms.
Choose the right platform(s)
To effectively get a good ROI from your social media marketing efforts, it is important to choose the right platform(s) for your particular business.
The first step is to locate your target audience and determine the social media platforms they are most active on. Consider the platforms your intended customers use and do your outreach there.
Along with the normal social media networks like Facebook and Twitter, another way to reach out to your audience is via podcasting.
Encourage your followers to engage with your content
You need to encourage your followers to engage with your brand. The more engagement your brand receives, the more reach it gets and the more people can learn about your pop-up shop.
How can you improve engagement? By creating posts that are valuable to your audience. Research answers to the questions your audience is asking, and provide relevant, interesting and insightful answers to these questions.
Videos are great when it comes to capturing the attention of your users. Create videos that are interesting, funny and show off your brand’s personality.
Do not over-promote
The secret of success on social media is being a user first and foremost. Most brands make the mistake of using social media as their main channel for advertisements, instead of providing value first.
While it’s OK to promote your product or brand, it should be regulated. Follow this rule: for every one promotional post, share six regular non-promotional pieces of content that provides value to your audience.
Note that email marketing is a great way to increase awareness for your pop-up shop. Sending personalized emails to your old customers can help create anticipation. You can make use of an email software like Mailchimp to help optimize the process.
Make use of influencer marketing
Influencer marketing is a great way to generate initial buzz for your pop-up store.
Research by TapInfluence and Nielsen Catalina Solutions stated that “influencer marketing content provides an ROI that is 11 times higher than traditional digital marketing forms.”
Another report from Convince & Convert showed that 63 percent of consumers trust influencer messages over brand messages.
The problem is, most small businesses and early-stage startups feel that influencer marketing might be too expensive to fit their often bootstrapped budgets. With the right strategies, influencer marketing can be very effective (and cost-efficient).
If you have a small budget, it is important that you start with the small fish.
You don’t need to attract influencers with millions of followers in order to get started with influencer marketing. You want to start with the niche individuals who have a few thousand followers but have a high engagement rate.
Perform influencer research using a tool like Buzzsumo.
When you have created your list of influencers to target, pitch your pop-up store and see if they’re interested in working with you in order to spread the word.
Keep in mind that even after you’ve made your targeted list, not every influencer will be interested in working with you. This may take some time to find the right fit, but once you do, you’ll reap the rewards.
Offer exclusive goods and special events
A good way to generate attention for your pop-up shop is by offering a service or product that is exclusive only to the event.
Customers love exclusivity and limited edition products, so take advantage of this and advertise it in your marketing campaigns.
Here are a few examples of how you can offer exclusive goods or special events:
- If you’re selling a new product, offer a giveaway for the first 20 customers and sample demo
- Take advantage of holidays that coincide with your pop-up and create a holiday-themed pop-up event
Implement guerilla marketing
Guerilla marketing is an advertising strategy in which a brand makes use of surprise or unconventional interactions to promote a product or service. This is a great way to build up curiosity and anticipation for your pop-up shop.
Examples of guerilla marketing strategies include:
Reddit is a great example of using guerilla marketing for advertisement.
The creators of Reddit say that they have spent only $500 on advertisement, and this was to purchase a whole lot of stickers.
Co-founder of Reddit Alex Ohanian in his book, Make Something People Love: Lessons From a Startup Guy said:
“Yes, stickers [were] the soundest investment I ever made.
“I used to travel around the country a lot (thank you, Chinatown bus), and everywhere I went I took stickers with me. I put them on signs, poles, and even other advertisements.”
“‘Please sticker responsibly!’ we would say, and hand out these stickers at events, meetups, just to random people on the street. This may not sound like a major or even strategic marketing approach, but we kept at it. Within a few months, we started seeing photos uploaded to the internet of people stickering with our stickers… often stickering in ways we’d never expected.”
Other examples of guerilla marketing includes the use of flyers, outdoor installations, graffiti, flash mobs, publicity stunts, etc.
Team up with related businesses
A good way to promote your pop-up shop is to partner with businesses that offer a complementary product or service that provides additional value to the visitors of your pop-up shop.
A complementary business is one that offers a product or service that is related to yours and would add value to your customers without taking the place of what you have to offer.
Examples of complementary businesses include an athletic apparel store and a gym, a book shop and a coffee store, a boutique store and an on-site tailor, etc.
Offer easy ways for people to make payments
One way to encourage people to buy from you is by making their experience convenient and stress-free. One way to do this is by offering multiple channels for payments. Ensure that you provide a good range of ways that the customers can use in making payments – from cash, contactless payment systems like Apple pay, cards, etc.
Choose the right location
The key to a successful pop-up shop is choosing the right location. Ensure that you choose a location that is close to your target audience. If the location of your shop is wrong, even with the perfect marketing strategy, it would be difficult for the customers to find you.
For example, if you are targeting dog owners, try setting a pop-up shop close to a dog park. This way it would be easier for them to find you.
Pop-ups stores are unique in helping you increase engagement with your customers, drive sales, generate leads, and introduce a new product. Use the tips mentioned in this article to boost pop-up shop sales.