A ‘pop-up’, in this context, is a temporary retail space which offer businesses a ‘here-today-gone-tomorrow’, sales or marketing environment to showcase a brand or product in a trial size platform.
As it’s such a short term venture, a pop-up offers up a relatively low-cost opportunity for a business to take some creative risks, have a bit of fun, generate some buzz and introduce their brand to new audiences.
It’s a low-commitment advertising platform which allows emerging brands to experiment a bit with their retail options and, at the same time, create an immersive experience for potential customers without signing up for a ton of overheads which would be involved with a permanent retail location.
It’s not just for emerging brands either, existing and well established brands can build loyalty through meaningful brand contact and experiences.
During this strange time of COVID, with many businesses unable to keep up with rent on permanent stores and customers turning to online buying, it is still evident that most people like to see a product ‘in the flesh’. Brands need to move with the times and try and take advantage of this shift in shopping behaviour.
Even before COVID we were seeing a retail transformation where consumers were moving from in-store to on-line and leading brands were already evolving to meet market demands by embracing the brave new world of high-tech, high-concept experiential pop-up shops.
A preference for experience and interaction with a brand is not just a passing fad, but a by-product of the times in which we live.
Just like social media campaigns, experiential marketing efforts in the physical world represent quantifiable results for businesses by creating memorable, shared experiences. This authentic and unique relationship builds a devoted clientele which, in turn drives sales and retains brand loyalty.
Big brands are using pop-up platforms to, not only sell their products direct but also to heighten consumer experiences. Engaging the consumer through stimulating aesthetics and interactive displays builds brand awareness and brand loyalty. These micro platforms are being employed to target prospective customers in a more authentic and experiential way.
Similar to exhibition stands, the pop up environment can be completely controlled and themed by the individual brand. For example, the ‘ Kube ‘, specifically designed by Excollective for outdoor events and activations, is a highly adaptable and durable mobile unit which allows for an almost unlimited level of customisation suiting various individual requirements, whilst bundling up into a compact package for easy installation and transportation.
There are so many options available from tailor made mobile units such as the Kube to shipping containers or individual custom designed displays. You are really only limited by imagination and creativity, or at least the imagination of your pop-up designer.
The concept of brand and brand marketing is still the same as it always has been: Get someone to like you, encourage them to buy your stuff and then persuade them to keep buying more of your stuff. The most prevalent factors in achieving brand loyalty have always revolved around the simple things such as price, location, customer service and quality. However, the platform in which individual brands look to achieve results has changed dramatically in recent years. It is no longer even just about brand identity, awareness and loyalty. Businesses need to build ‘brand affinity’ through ‘brand experience’.
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