Pop up events are back in style! Here’s how to use them to promote your brand

What do post-pandemic consumers want?

In the wake of the Covid-19 pandemic, people are hungry for new and direct experiences. They respond well to pop-up events because they’re something different from their daily lives: they’re novel and interesting and they still carry a subtle hint of the “forbidden”. Society’s need for experience-driven events is higher than ever: we want to feel important, we want to gather and celebrate our community, and we want to bond with one another. Any business can take advantage of this by setting up shop in a location that’s convenient for customers and that lends itself to an atmosphere you want to create for your brand.
Pop-up events are also an opportunity to show people who you are and what have been up to during these two long years of alternate lockdowns.

What are pop-up events and why are they good for brands?

Pop-up events are a great way for brands to connect with consumers in a hands-on way. But what exactly is a pop-up event? A pop-up event is an instance where a brand creates an interactive space for people to experience and learn about their brand—and ideally, buy something while they’re there.
Pop-up events have been around in the retail industry for years, and are one of the best ways to experience a brand as it was intended. Because they aren’t permanent fixtures, they can allow brands to be more experimental in what they offer than if they were trying to build something from scratch.

Need a pop-up venue for your event? Call us today!

How to make pop-up events successful

The first step in successfully pulling off a pop-up event is finding a suitable venue. Pop-ups tend to work best when they’re accessible and easy to visit—a well located storefront or kiosk will give you the opportunity to connect with passersby who would never have sought out your brand otherwise. You can also try creating a pop-up activation at outdoor events like street fairs, sports games or flea markets. Whatever you select, make sure that it’s easily accessible.
The key to making this kind of event successful is using it as a platform to get people interested in what you have to offer. Once the event is over, use your newfound contacts and customers to expand your business further. Try getting creative with how you present yourself—a great way to do this is by creating memorable experiences that get people talking about your brand long after the event has ended.

A new hyper-connected scenario that will help your event go viral

With so many people now turning to the internet and social media platforms like Instagram, TikTok and YouTube, there has never been a better time to plan a pop-up event in a post-pandemic world. Your competitors may still be holding onto outdated strategies that emphasize push marketing, but if you’re willing to invest in viral pop-up events and other alternative marketing strategies, you can enjoy more meaningful interactions with your audience than ever before.
In a world where everyone is a content creator with an audience, well-crafted pop-up events have a higher potential to go viral. The event space has transformed into a legitimate marketing strategy in recent years—and it’s not just for large brands anymore. As the attraction of physical experiences grows, more and more companies are turning to the pop-up model to reach consumers who want something more than just another ad. It’s one way to stand out from the crowd, but it also forces businesses to think outside of the box—or rather, outside of their storefront or office space.

Everything is content

Pop-up events also offer plenty of opportunity for content creation (particularly UGC) which can be repurposed by brands on their social media channels, strengthening their engagement with their audience. These events can be used as a chance to create moments worth sharing on social media platforms, or they can serve as inspiration

Start planning your next pop-up event!

While traditional marketing approaches continue to be effective, many businesses are realizing the benefits of creating pop-up events to grab consumers’ attention. A pop-up event could be the perfect way to connect your product with your customers. But it’s not as simple as just setting up a booth at a local street fair and calling it a day. The key to using a pop-up effectively is in building an event that helps you accomplish your marketing goals. Pop-up events are not just a creative gimmick. They can help you reach target audiences, drive traffic for brick and mortar locations, increase social media presence and create PR opportunities. While creating a pop-up event does take some planning, it also gives you the opportunity to be creative and connect with customers in new ways.

Need a pop-up venue for your brand? Call us today!