Eagle-eyed pop-up entrepreneurs will already have heard about The Pop-Up Paradigm, a new book by Melissa Gonzalez – but don’t worry if you haven’t, as we’re going to take you through everything you need to know before picking up. This is a great read for first-timers and seasoned pop-up veterans alike, so don’t miss out on it!
What is The Pop-Up Paradigm?
It’s a book about refreshing your business using pop-up ventures like retail outlets, restaurants and events. Gonzalez focuses on the importance of bricks-and-mortar stores, pointing out that while digital marketing is effective, it doesn’t offer the same level of face-to-face interaction that can really boost loyalty and engagement.
It’s a relatively quick read, clocking in at just under 120 pages, but it covers a lot of ground, starting with the relationship between customers and technology and moving right through to the evolution of retail. It provides examples of luxury brands that have successfully tried pop-up ventures, and even provides suggestions on creating a fully-formed customer experience.
Who is Melissa Gonzalez?
Melissa Gonzalez is a retail strategist and the founder of The Lionesque Group, a team of pop-up event producers or “pop-up architects” in New York City, LA and Austin. She’s worked in retail for over 15 years, and her valuable insight really shines through in this, her first book.
Should I buy the book?
This book alone probably won’t give you everything you need to launch a pop-up – small businesses on a low budget may find some of the advice unrealistic, and total beginners might find themselves a little out of their depth. However, it’s a good, inspiring read for anybody thinking about making the leap.
Did you read the Pop-Up Paradigm already? We’d love to know what the community thinks – drop us a line on our twitter page and let us know!