Pop goes the world: Building buzz and brand awareness with pop-up shops

by charlene_voisin | August 1, 2015 9:00 am

By Jeffrey Ross and Patti Moloney

[1]

Savvy business owners are cashing in on the new phenomenon of pop-up shops. This increasingly popular form of marketing and promotion allows retailers to reach a wider audience through temporary high-traffic venues.

The idea is simple: setting up a location in a public space, vacant retail space, or within an existing business that caters to the same target market. They can be open for as little as a couple of weeks or as long as several months, and when executed correctly, provide store owners with many added benefits, such as greater exposure, brand awareness, and reaching new target markets.

A captive audience

In a blog written by Toronto-based consulting firm, Retail Category Consultants, it’s noted the best reasons for a retail chain to open a pop-up shop are to launch a new product line, introduce a full-on rebrand of the business, or to capture a large audience through a sizeable high-traffic event, such as the Olympics or Fashion Week.

However, it’s not just large companies and retail chains that can benefit. Independent retailers, including jewellery designers, can also see great returns. Jenn Hovinga and Beverly Dunnington, co-owners of vintage jewellery redesign company Dystynct Boutique in Kitchener, Ont., saw an exciting opportunity in pop-up shops. The duo chose desirable locations in Toronto’s Queen West and Beach neighbourhoods to open their own temporary spaces.

“It’s allowed us to test new markets and introduce our unique product to a wider demographic,” Dunnington explains. “Of course, pop-ups can be costly, so we’ve shared the space with a complementary product: ladies’ clothing. It not only gives people more shopping choices, but also shows off our product and increases the network of possible clients, as well as splitting the cost of advertising.”

The one downside Hovinga and Dunnington have found is their pop-up locations have turned their attention from the manufacturing side of the business to retail. Despite the shift in focus, the pair is currently looking for additional pop-up locations, so they can share their one-of-a-kind jewellery with as many people as possible.

Let’s make a deal

[2]

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.

[3]

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

[4]

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.[5]

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.

Tips for a successful pop-up store

In a Medallion Retail blog, Jennifer Davis, director of client services, offers seven steps to launching a successful pop-up store:

1. Start early. Create a budget and pinpoint your objectives as early as possible.
2. Research the location. Do your due diligence regarding the area’s demographics, foot and vehicle traffic numbers, and speak with neighbouring stores.
3. Consider lease duration. Give yourself enough time to achieve your goals, at least three to four weeks.
4. Brand the space. Lighting, décor, theme, and knowing the products you want to display are critical.
5. Know your landlord. Ask about temporary lease arrangements and whether they’re willing to work with you to improve the space.
6. Educate and train. Pop-ups are great opportunities to educate your customers. Be sure sales staff is knowledgeable about your products, too.
7. Follow up. Get customers’ e-mail addresses, so you can check back with them after the store has closed, keep them engaged, and solicit feedback.

Source URL: https://www.jewellerybusiness.com/features/pop-goes-the-world-building-buzz-and-brand-awareness-with-pop-up-shops/

---