Let’s make a deal
When deciding on a location, high-traffic areas with high vacancy rates represent the perfect opportunity, as landlords are more apt to rent or lease space for better deals. The icing on the cake is that if the temporary space proves profitable, it can often become a permanent location, acting as a low-risk trial for the business owner.
Once a location is chosen, enticing people into the store is crucial. Dramatic decorating and drawing attention to the temporary nature of the store can boost excitement and help generate much-needed buzz, leading to organic marketing like word-of-mouth and social media coverage. Add guerilla marketing tactics like demos, product placement, games (e.g. a treasure hunt or contest) into the mix and the pop-up’s profile can be raised without blowing the budget. For larger companies and chains with more money to spend, hiring traditional marketing companies to spread the word is always a good option.
Creating a spectacle is also a popular way to generate hype around a pop-up shop. A great example of just how big the spectacle can be is Tim Hortons’ 2014 pop-up in a suburban Calgary home. Residents of Oakridge, Alta., awoke to find their neighbour’s home had been converted into a full-service Tim Hortons store. Talk about buzz-worthy!
Myriam Elie, owner of Montreal-based designer jewellery brand MYEL, says opening a pop-up shop allowed her to build brand awareness, identify the profile of her perfect customer, and determine whether the location was suitable for a permanent store. She hired a public relations firm to plan a launch party and secure press coverage for the pop-up’s opening, which she says proved to be a worthwhile investment. The venture was so successful that Elie chose to make the location permanent, signing a long-term lease for the space. She offers sage advice to business owners considering a pop-up store. “Reach out to other designers who have done pop-ups in the same location and find out how successful it was,” Elie explains.
A different spin on things
Offering a feeling of exclusivity to those who venture through the doors is another important facet of a successful pop-up store. Customers want to feel like they’re part of something not everyone can experience.
The high-profile, eye-catching nature of pop-up shops make them an interesting marketing alternative to trade shows, community events, and sponsorship efforts, providing retailers with opportunities to reach new markets, test new products, and build brand awareness. For business owners, the benefits are clear: by offering an exciting, engaging, and memorable experience, a previously unreachable segment of customers can be aligned with the company or brand.
Find tips for a successful pop-up store here.
Jeffrey Ross and Patti Moloney are a husband-and-wife duo that has used innovative thinking and technology to develop and expand their line of Dimples charms across Canada. They are also owners of Jeffrey Ross Jewellery, a custom jewellery design studio in Uxbridge, Ont.
