It’s no secret that small local retailers are struggling right now. High cost of goods, intense competition from international conglomerates, high interest rates, and lingering economic pressures stack to increase pressure for entrepreneurs. Enter: the pop-up shop.
A pop-up shop is basically a mobile store where you “pop up” in a space where you aren’t usually found. It’s a temporary location where you have the opportunity to run experiments, highlight a specific product or service, and generate buzz.
Here are a few ideas for running a pop-up event to increase your visibility and sales
This model can be an exciting way to reach new customers and reduce your overhead…but what if you offer services? Can this model work for you? And what if you’re location-agnostic? Can you run a virtual pop-up event? (And what about a book launch!?)
Yes, anything is possible!
Establish your brand
Even a temporary event needs a brand. Maybe not a fully-rolled out kit, but come up with a catchy name, a hook, and a colour palette. Bonus points if it reflects your personal style and values as well. Remember, this will be most people’s first time interacting with you so make it memorable.
Go where the people are
I once found a great space for a pop-up shop and the price was right too. The problem? It was tucked away in a dark corner of an outdoor shopping mall and no one knew how to get there! If you’re planning an in-person event make sure it’s a high-traffic area and adopt the same concept to online spaces as well. Where will people (your ideal people, mind you) most likely stumble across you while going about their everyday tasks? That’s where you want to pop up.
Build buzz
You’re putting yourself out there and that’s a big deal! Yes, you’ll probably be nervous, but that’s no excuse not to make content and build buzz about this grand event. Post on socials all day long, email multiple times, do all the things you’re afraid will bug people. Why? Because they’re only skimming and scrolling. They need multiple reminders and opportunities to stop and pay attention. Build that buzz my friend. Be cringy and embrace the cheese.
Be prepared ahead of time
I love messy action, and oftentimes entrepreneurs end up “building the ship as they sail.” But. BUT! If you’re popping up somewhere, you do need to have a few things prepared ahead of time. Think: inventory, info sheets, email funnels operational. You can’t guess everything that’s going to happen, but at least take care of the framework and foundation so you’re putting your best foot forward.
Make it easy to buy from you
Popping up feels like fun and games but there’s a serious business angle you’ll need to plan for ahead of time: making the sale. If you’re doing an in-person thing, then use a credit card payment terminal and provide payment options. If you’re running a virtual event make sure your checkout cart is ready and remember to test it ahead of time!
Extend the experience
Your pop-up shop may only last a day or so. However, the positive connections and ripple effects will last much longer. Make the most of this opportunity with a strong follow-up campaign and nurture sequences!
Hosting a virtual or in-person pop-up event gives you the opportunity to try something unique and possibly even daring! Planning ahead and injecting a healthy dose of creativity will ensure you make a memorable impact.
