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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.
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Timing is Everything
Timing is important, and should be determined based on the goals of your program—such as a product launch or holiday promotion. Take for example, introducing the new fall colors for a product line. July might be an ideal time to set up a temporary store, as people are starting to shop for back-to-school. The customer will be thinking about new looks clothing-wise, so why not engage them in a new makeup line as well?
A Prime Location is Key
Consider where your target audience shops, works and plays when selecting a pop-up location. For example, if your target demographic is female between the ages of 18–24, a college campus or mall are great locations to set up pop-up stores where there are eager shoppers excited to sample products.
Experience by Design
A pop-up environment provides a venue that encourages brand interaction and allows consumers to try new products. The design is essential to attracting and engaging shoppers, specifically, your target audience. The experience begins before the customer even enters the store. All communication tools—be it a direct mailer, a Facebook page or a print invitation—should reflect a consistent brand image.
Whether a stand-alone structure or built within an existing space, a pop-up store design should be customized to give a customer the full brand experience. This includes all customer-facing elements—the exterior, store windows, internal structures, and graphic panels.
Many successful pop-ups include product trials, unique and exclusive offers, free samples and coupons for visitors. This kind of personal experience links the customer to the brand and its benefits—successfully creating brand loyalty in an intimate sales experience.