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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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Choose the Right Partners
Highly specific talents and skill sets are required to design and build market-focused, fully-functioning retail spaces within a limited time. To meet such demands, look to partners with a solid reputation and expertise. Engaging in a collaborative approach early on allows for the best possible outcome and a holistic approach to creating a brand experience.

Measuring Success
While one of the main goals of any pop-up is to build buzz around a brand, demonstrating a solid return on investment is essential. From foot traffic to media coverage, there are several metrics that can be used to calculate the ROI. For instance, as a temporary retail space, you can easily look to sales. Or, couponing is another great way to measure the program’s success. People who enjoy engaging in your products at a pop-up store will use their coupons to purchase your products and develop a loyalty to the brand.

A Profitable Solution to Spreading a Brand Message

As the name suggests, pop-up retail programs are designed to be temporary—now you see it, now you don’t—and can appear in unexpected venues. Whether it’s in a vacant space in a mall or an outside area of a college or university, such programs provide greater flexibility in reaching target audiences.

In addition, a pop-up store can be employed to support almost any marketing initiative or campaign. Whether the goal is to promote one product or several product lines, a beauty brand owner can create a branded experience to fit into any space that can easily and quickly be updated throughout the campaign to ensure continued brand loyalty and awareness.

Pop-up retail is an economical solution to engage target customers and building brand loyalty in targeted markets. The rise in pop-up retail has provided an option to stimulate sales while livening up malls and shopping districts in the midst of a weak economy and the proliferation of empty storefront space.