If your brand is like most brands, timing is key. In the business world, pop-up events aren’t used every day—and for good reason. They’re tough to advertise, tough to maintain and very tough to make effective. Experiential marketing of any type gives a brand opportunities to engage with the public. Unlike traditional advertising campaigns, experiential marketing campaigns rely on timing, a good eye and motivating features to succeed.
So, is your brand ready for a pop-up event? We’re about to break it down for you.
Are Your Goals Defined?
Before starting a pop-up campaign, you should nail down your goals. Consider your key messages, and make sure you can measure results. The only way to measure results is through goal definition. Before ever executing your campaign, make sure you have your brand’s message, outreach opportunities and future capabilities grafted.
Do You Have a Target Audience?
Your pop-up’s target audience is not the same as your brand’s. It is, however, part of it. Who will likely see the pop-up event? Is your brand already hitting it off with this group? If you’re capable of reaching this target audience already, you might be ready for a pop-up experience. Just make sure you’re able to gain the audience’s attraction before setting foot inside the pop-up world.
Do You Have a Secure Venue?
Next, you should make sure your venue is tied down. Consider the venue’s spatial requirements, and determine which performers you’ll use. If you’re lucky enough to have a venue, it’s time for an experiential event in conjunction with your pop-up event. The double-hitter might seem disjointed, but it’s entirely conducive to a fully formed strategy. Having 70,000 square feet available is good for attracting pop-up crowds—even if the pop-up is hitting the city streets beyond.
Do You Have Attractive Offers?
Next, you should come to terms with your brand’s ability to offer value. Can you provide sufficiently attractive offers? What about discounts? What have your brand’s past visitors been attracted to? If you’re able to take a small money hit, consider implementing a pop-up campaign to boost long-term revenue.
Do You Have a Strong Online Marketing Team?
If you’ve recently worked with an online marketing team—either in-house or third-party—you’re ready to implement a pop-up campaign. Effective pop-up experiences are based on research, and the Internet crowd is inherently useful as a pop-up fanbase. Between e-commerce opportunities, growth hacks and lead generation, an online marketing team is your one-stop shop to success.
Can You Garner In-Depth Feedback?
Many modern marketers make a mistake: They start pop-up campaigns without being able to garner reviews, feedback and subjective opinions. In 2017, quality written feedback is as important as raw data. Unfortunately, a lot of businesses don’t see it as such.
Before starting a pop-up campaign, make sure you’re able to get in-depth reviews, comments and rundowns of your event’s “job well done.” High-quality reviews are necessary to connect a brand’s on-the-street efforts with social media marketing campaigns—which are vital to overall marketing success.
Do You Have a New Revenue Stream to Test?
We don’t suggest getting too experimental with your experiential campaign, but you should use it to gauge a new revenue stream’s long-term viability. Pop-up stands are great for gaining consumer trust, and they’re similarly great for examining possible revenue stream possibilities. Assuming you can popularize your brand’s image and execute an event adequately, you’ll have little trouble measuring future potential revenue.
So, where does your brand stand? Is it ready for a pop-up campaign? Be honest with yourself, and make sure you’re taking advantage of every opportunity. Your brand partners will thank you. More importantly, so will your customers.