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Now You See It, Now You Don’t

By: Rob Murphy
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

With a large number of retail vacancies, storefront owners are eager to fill space even if only for a limited time period. As a result, an increasing number of landlords and property management groups are embracing the pop-up retail trend, where temporary stores appear—and disappear—within a week, a month or season.

In addition to generating revenue for the property owner, the concept offers real benefits to the brand renting the space. Brands are free from long-term commitments, gain exposure in high-visibility locations and, most importantly, generate a lot of attention. Pop-ups offer both loyal and potential consumers a hands-on, uninterrupted experience where they can become fully immersed in the brand and try new products. The strongest, most effective efforts build excitement and curiosity with the local communities and are often backed by a strong brand with an established following.

However, even new brands can benefit, as pop-ups offer an easy way to assess consumer response and interest.

Delivering Brand Impact at Point-of-Sale

As quoted in a recent article in The New York Times, a “pop-up space allows you to have one very consistent, very clear and very distinct message around the brand.” These temporary spaces allow brand owners the opportunity to reach a wide audience in a market for any amount of time. It’s an opportunity to expose a brand, its products and its key messages within a 360-degree landscape.

So, where do you begin? As with any successful marketing program, it all starts and ends in the strategy. Consider the following elements to determine the best approach for your brand: