Three things you need to know about opening a pop up

popup-shopThinking of popping up in a temporary shop? Got a great idea for how to utilise that empty shop round the corner from you? Great! But there are a few things you’ll need to know before you get the ball rolling.

 

It’s hard work

As with any new business, it will be hard work getting everything to run smoothly and to be the best shop it can possibly be. You will need to plan as much as you can in advance before finding the space of your dreams. How long would you like to run it for? What would you like to sell or advertise? How can you get people through the door? Make sure you have these things in mind while planning your pop up.

 

Be prepared

Set up a website, social media profiles and start printing flyers and posters for your event. Advertise yourself as much as possible before the big day and ensure that people know where you’re going to be. Look into pop up insurance if your lease doesn’t include it, as you will need it to protect yourself and your customers.

 

Create an experience

You’re not going to be around for long, so don’t just be like any other shop and fade into the background. Use bright colours, memorable displays and make a lot of noise about your pop up to get people to come and visit. And if you’re looking to do something a little more interesting, use your pop up as part of an experiential marketing plan and get people talking about your pop up for years to come.

Should you ditch the website for social media?

Social media buttonsIn a recent article by The Guardian, they reported that recruitment agency andSoMe relies solely on their social media presence to get business after replacing their website with a holding image almost two years ago. But is it worth ditching the good old fashioned website in favour of Facebook and Twitter?

 

The answer really depends on your business model. If you run a restaurant, café or pub, then focusing your energy on social media can be really beneficial as it’s a great way of communicating directly with your customers, many of which may have feedback on the service they received.

 

It’s easier than ever to connect with businesses on Facebook too, as many users will use the platform to “check in” to places, even if you don’t create a specific page for your business. So there may already be an untapped resource waiting for you!

 

Websites still have a place

However, just because social media is a great way to bring in new customers and please the old, doesn’t mean you shouldn’t have a website. Having a site up gives you credibility: how many times have you tried to get in touch with a company only to find a Facebook page that hasn’t been updated for several months or years? It’s unprofessional to leave no online presence, and a website can be ideal if you don’t want to have to deal with updating your social media accounts daily.

 

Sure, it can be off-putting to get a website built as it can often be costly, especially if you’d like your customers to make purchases through your site. However, that doesn’t mean you should avoid it: there are plenty of free website creators out there such as WordPress, Weebly, and Wix – which all have code-free options. These websites can work really well for starter sites, and will prevent you from losing customers.

 

This solution is especially good if you’re running a pop up business – if you don’t have the budget or time to build a huge statement website, then putting one up for free is the best solution. In addition to an active social media presence, you’ll get the best of both worlds. So don’t ditch the site just yet…! 

Experiential marketing: what’s it all about?

felixYou might have heard the term “experiential marketing” being used in relation to pop up shops, but what exactly does it mean? In its basic form, experiential marketing is a way for businesses to get consumers to experience their brand through advertising.

 

Instead of focusing on the hard sell, companies focus on the emotions and memories that consumers feel towards their products. Think the warm feeling you get when you watch a Werther’s Original advert, but on larger, sleeker scale.

 

As part of this, many marketers and companies use pop up shops for their temporary experiences, and it makes sense to do so. Often these experiences are to promote the new flavour of the month or a new product, before the company moves on to their next big marketing thing.

 

Usually large companies with big budgets can only afford to do something like experiential marketing, which seemingly is hard to measure its effectiveness. However smaller companies are increasingly using pop up spaces to create an experience for their customers, to keep their company name embedded in consumers’ minds.

 

Here’s a few examples of some of the best experiential marketing campaigns

 

There have been thousands of experiential marketing campaigns out there, but here are a few of our top picks.

 

adidas Basketball – Jump with Derrick Rose

To promote the launch of Derrick Rose’s signature shoes, adidas set a popup shop where lucky visitors had the chance to win a pair of the coveted shoes. However, they had to jump 10 feet into the air and grab the shoes off of a shelf to simulate what it’s like to jump up to the hoop in a basketball game.

 

IKEA – Big Sleepover

After 100,000 people joined a Facebook group called “I wanna sleepover at IKEA” the company responded by inviting 100 people to sleepover at their store in Essex. Complete with manicures, massages and even a bed time story, the aim of this piece of marketing was to stress how important it is to spend valuable time choosing the right mattress and bed for the ultimate night’s sleep.

 

Red Bull – Stratos

Perhaps the most effective piece of experiential marketing there has been, the Red Bull Stratos event still has people talking today, two years on. Felix Baumgartner jumped from the edge of the atmosphere back down to earth in an event that was so widely publicised that it was even broadcast live on TV. Red Bull sponsored the whole thing too, and not an energy drink or Jagerbomb was in sight: it was a way to put their name on the map as the sponsors of epic sports and life changing stunts. There’s not many other brands out there who can say that they took a man to the edge of the atmosphere and gave him wings.

Shopping centres are the new pop up hot spots

liverpool onePop up shops can literally pop up anywhere, from empty shops on the high street to spaces in train stations, and a new trend is to pop up in shopping centres.

 

A great way to get immediate traffic, shopping centres already have an established customer base so you can spend less time focused on getting customers through the door, and more time on other areas of your shopping experience.

 

Plenty of shopping centres often rent out vacant shops to pop up shops between leases, but few have devoted spaces to temporary retail shops. Liverpool One Centre is the exception to this: they have an exclusive pop up space on Manesty’s Lane that has been especially put to one side for temporary retailers. It’s especially appealing as 35% of visitors cite events and entertainment, including pop ups as a reason to return to Liverpool One.

 

Situated opposite Urban Outfitters and Waterstones and sandwiched between Dr. Martens and Fred Perry, it’s a great location if you want to pop up with a fashion shop, or even stand out with something off-the-wall.

 

It’s also played host to shops such as Harvey Nichols’ foodmarket, and a seasonal asparagus café, so its also a versatile space for food pop ups.

 

If you’re tempted to try Liverpool One’s pop up space, or if you’ve been thinking about a pop up in any other shopping centre in the UK, get in touch with us! We are well connected, and have no problem in tracking down the right space for you and your business.

How could Scottish independence affect the retail sector?

With only a few hours until the results of Scotland’s independence are revealed, how would a yes win affect the retail and business sector?

 

This complex argument is overshadowed by many “what-ifs” and “maybes” – as it is, nothing is certain; if voters wanted an independent Scotland there would be an 18 month negotiation period to iron out the logistics of parting from the union. However, there have been many vocal supporters and opponents of independence and how it would affect business.

 

For a start there is no guarantee that Scotland would still be able to use the pound as their currency, in fact the Bank of England has suggested it would not allow it, and the country would have to make its own currency.

 

There’s also no guarantee of entry into the European Union, something that many businesses rely on, so these two factors have formed the basis for the argument against independence.

 

A dent in the food industry

One of the biggest industries in Scotland is food manufacturing with big brands such as Tunnock’s and Irn Bru based in the country, with staples such as whisky and smoked salmon huge exports. The Scotch Whisky Association has been outspoken about its worries of independence, saying that while Scottish whisky is imported to 200 countries, the government plans to only maintain between 70 and 90 missions.

 

Large retailers have also issued concerns about the red tape that can often lie with working with other countries, saying that they may have to pass on the cost to consumers. Sir Ian Cheshire, chief executive of Kingfisher, James Timpson, chief executive of Timpson, and Marc Bolland, chief executive of Marks & Spencer co-signed a letter expressing their worries, saying: “We know that running a separate pricing system in Scotland will mean taking the difficult decision as to whether or not to pass on the increased costs through higher prices to Scottish consumers.

 

“And it won’t just affect us, it will also impact on our thousands of suppliers, many of which are small to medium-sized businesses.”

 

Things would carry on no matter what

However, supporters of the Yes campaign see this move as scaremongering, and in fact, many heads of retail chains seem indifferent to the vote. In a recent interview with Retail Week, Jonathan Hart, chief executive of Thorntons said: “Independence is likely to cause a little bit more administrative burden but I don’t expect any change in our business.”

 

Hobbycraft echoed this sentiment, saying that they doubted there would be any immediate impact on their seven stores in Scotland. Next has also said they will remain “absolutely committed” to Scotland and Sebastian James, chief executive of Dixons Carphone said that he could imagine business being operated “in a loosely federated way like we do with Ireland.”

 

Overall it seems that if Scotland were to leave the union, there would be some initial teething problems and some key points that need to be addressed, such as the issue of currency and the European Union.

 

For many large-scale businesses, trading with another country would be water off of a duck’s back, and there is no reason why many small businesses won’t benefit from independence either. On the other hand, a no vote means that the country stays together, benefitting from many of the international trade agreements and the positives of EU membership.

 

Whatever’s decided, it will be a ground-breaking day not just for business, but the UK as a whole.

Pop up shops set to storm the economy

shoppingPop up shops seem to be the words on everyone’s lips recently, as more and more retailers, marketers and small businesses look to pop up shops to get their ideas off the ground.

 

And it’s a trend that’s not going to go away any time soon, with pop up economy growth set to increase to 8.4% according to research by EE and CEBR. This is more than double than what the high street is set to see.

 

EE is set to help 3,000 pop ups with their technology needs, which is just one slice of the market. Here at Popupspace, we also help hundreds of businesses all over the UK source temporary spaces for their latest projects: something that many businesses find difficult to do themselves as the market is becoming increasingly competitive.

 

All of this fantastic news equates to £2.1bn that pop up shops and spaces will contribute to the UK’s economy, as shoppers are set to visit pop up shops more frequently and splash the cash in greater numbers.

 

If you’re intrigued by the idea of a pop up shop and want to be taking part in the latest trend, but don’t know where to begin: talk to us! We can help you get started in the world of pop up, and give you advice on where to set up your temporary shop.

Our top popups of the week

perkExperiential marketing seems to be making waves within the pop up community, with lots of intrepid business people and marketers using pop up shops to create something a little different to the usual shop setup. Here’s our picks of the popups that have been hitting the headlines this week.

 

As usual, if you’re interested in starting your own popup shop, get in touch with us – we’ll source you’re the perfect location so you don’t have to.

 

Central Perk – New York City

No coffee shop is as iconic as the fictional Central Perk, featured on the hit show Friends. To celebrate the show’s 20th anniversary (oh gosh, has it really been that long?) Warner Bros Studios has set up a popup shop on Lafayette Street in New York City.

 

Complete with the iconic sofa and actual coffee, the shop also features some of the props from the show, and actor James Michael Taylor who played Gunther will be popping by.

 

A great example of how to use a pop up for publicity, it will be in town until October 18 – be sure to drop by if you happen to be state-side.

 

tatty-devTatty Devine – Southbank

Another anniversary popup, Tatty Devine will be popping up on the Southbank to celebrate 15 years of being in business. The pretty plastic jewellery will be making a statement in the area at the Royal Festival Hall shop, where you can buy your own work of jewellery art.

 

micISWAI – Chelsea

Celebrity popup of the week goes to Caggie Dunlop from Made In Chelsea fame who has opened up her own pop up shop selling clothes and accessories she’s designed.

 

Based (where else?) in Chelsea in King’s Road the popup is around until 6 September, so you better get your skates on if you hope to catch a glimpse of the star herself.

 

Death From Above 1979 – Toronto

An example of taking popups to the extreme, bass and drum duo Death From Above 1979 have opened a tattoo pop up shop to promote the release of their new album – the first one for ten years.

 

As part of this they gave lucky fans the chance to get tattooed for free. Talk about rock ‘n’ roll.

 

You might not want to go as far as to tattoo your customers, but if you’ve got a fun idea for a popup – get in touch with us and see how we can help you out!

Finding Inspiration for Pop ups

Creativity – 1. the state or art of being creative. 2. the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination

 

…and mostly easier said than done. It’s sometimes hard to feel inspired to create. It’s not exactly like a tap you turn on or off when you want (although there are the lucky few), so it is important to feed the creative beast by seeking inspiration from the world around. When you get that craving to create an incredibly wonderful environment, atmosphere and concept, you can learn a lot if you just keep our eyes open and take note of some remarkable designs already in existence. And seeing as its still summer, we thought we’d celebrate some amazing hotel designs we’ve come across on our travels to point out different experiences you can create which, in turn, will hopefully get your creative juices flowing.

 

Plane HotelA Plane Hotel SuiteLocated on the edge of the Manuel Antonio National Park, this exclusive resort in Costa Rica is a special suite in a vintage 1965 Boeing 727. The two bedroom suite is perched on a pedestal of 50 metres and as the cockpit juts out beyond the edge of the cliff, you can enjoy a panoramic view of the sea and surrounding area. With hand carved furnishings in Indonesian teak, this place provides a perfect example of that truly authentic relaxing experience (unless your afraid of heights!)

 

The Invisible Roommirro-cube-hotel-2: How unique it would be to  spend a night in this lovely mirror cube room where you can blend in with nature? This mirror cube is part of the TreeHotel in Sweden, best known for having rooms suspended among the trees. It’s a 4x4x4x4 room covered in reflective glass on all sides enabling this room to be almost invisible to the naked eye. But it doesn’t stop there, you can stay in the birds nest, the UFO or the Blue Cone. We highly recommend checking out their website and having a look at more of their designs.

The Boot Hotel

The Boot Bed N’ BreakfastRemember the woman who lived in a shoe? Designed by Steve Richards, this is a two up two down luxury cottage based in the heart of the Ruby Coast, Tasman Bay, New Zealand. The boot adopts sustainable practices and delivers a perfect fairy tale accommodation feel. A comfy lounge with open fire, a queen sized bed, and Juliet balcony all add to this being the perfect romantic get away. With 2.4 hectare garden surroundings, you could also take a Hansel & Gretel walk leaving pebbles in your path so as not to get lost.

 

Whilst you’re on your summer break keep those eyes firmly open you as you can find inspiration all around. And if you would like to have a creative pow-wow why not get in touch, we love new ideas and can help you make them a reality.

Getting The Most Out of Your Social Media

ROI in Social MediaIn light of Marc Jacobs first ever ‘Twitter Pop Up Shop’ held last weekend, we thought we would share a few basic tips on how to ensure you are getting the most out of your social media campaigns. Marc Jacobs enticed his clientele by giving them the opportunity to use creative tweet updates using the hashtag #MJDaisyChain as payment for his products. Marc Jacobs successfully increased engagement with his fans and followers through this unique social media reward campaign. (Read more here)

 

We all know it is vitally important for businesses these days to have an online presence. Along side a website it is common place for a business to present itself on social media platforms like Twitter, Facebook, LinkedIn, YouTube, Instagram or Pinterest. However, how much time do you really have to spend on social media? The amount of time you spend shouldn’t matter as long as you use your time efficiently. And the best way to do this is to measure the success of your social media activity. Most social media sites now provide you with their own insights to your activity and will give you a run down on which of your posts/updates were the most popular, how many times any links were clicked, and so on. These are the type of statistics you need to keep track of to help continually grow your online presence. Here we present 3 simple aspects you can track to ensure you get the most out whatever amount of time you would like to spend on social media.

 

3 SIMPLE SOCIAL MEDIA GOALS

Over the next month or quarter why not use these 3 simple social media goals to measure the success of your upcoming social media activity. (Setting up a social media campaign is always the easiest and best way to do this. If you would like some ideas of social media campaigns to run we suggest having a read of Jeff Bullas 5 Simple Tips to Increase Engagement with Social Media)

 

Success

Measure Engagement (Likes & Followers): Take a look at the number of followers and likes you currently have on which ever social media platform(s) you may use and over the next month/quarter track how many more followers and likes you generate through your posts and updates.

 

Grow Your Reach (Interaction: shares, retweets, favourites and likes): While your social media campaign is live, track which of your updates and posts are being shared, retweeted. This helps to expand your reach and the more shares you get the better position you will put yourself in to influence other social media audiences as well as your own. Pay particular attention to these updates and posts, what they are about, when you posted them, and try and gage why your audience may favour these over others and try and repeat more of the same.

 

Improve Impact & Conversion Rate (click-through’s of your links): As mentioned before, most sites will provide you with your click-through rate or roughly translated the number of clicks you get on the links you post. These statistics are vital to measure the success of any social media promotion or ad campaign you may be running. Or if you are simply looking to get your audience signed up to a newsletter or drive more traffic to your site. Your website will also give you statistics on how many clicks to your site have been generated through your social media platforms.

If you would like to learn more about social media analysis tools here’s a list you may find useful.

One Can Never Have Enough Good Books

To satisfy the bibliophiles out there we couldn’t rest with just giving you our Top 3 Reads For Entrepreneurs and Independent Retailers Who Want To Open a Pop Up Shop. No! We merely skimmed the surface with covering the setting up, retail success and the social media side. But what about the psychological side of business: dealing with change; resolving issues; communication; the journey as an entrepreneur as a whole? How does an entrepreneur deal with all these circumstances to maintain and reach the success of longevity in business? We’ve been speaking to our plethora of budding entrepreneurs and collected some great titles we hope you will love or at least give a go.

 

Its Not How Good You Are

It’s Not How Good You Are, It’s How Good You Want To Be – Paul Arden 

This is a great handbook written to help make ‘the unthinkable thinkable, and the impossible possible’. Paul Arden, in a mere 127 pages, advises on how to deal with issues like problem solving, communicating, playing your cards right, making mistakes and creativity, all notions that can be applied to aspects of modern life. Told in a compilation of quotes, facts, pictures, wit & wisdom this is an easy read and a must too!

 

 

 

 

Oh_the_Places_You'll_Go

Oh, The Places You’ll Go! – Dr Seuss

Every child’s favourite author writes in the style of the classics we all know and love, Cat in The Hat & Green Eggs and Ham. Dr Seuss writes about our journey through life, with all its disappointments and happiness, its unpredictability and uncertainty. A simple message is delivered on how life is a Great Balancing Act but through it all There’s fun to be done. With is humorous verse and illustrations it’s very appropriate for children, however I think it takes an adult to understand and sympathize with the message, and you’ll be surprised how many adults have found this book highly motivating. Will you succeed? Yes, you will indeed. (983⁄4% guaranteed.)

 

 

The E-Myth RevistedE-Myth Revisted: Why Most Small Businesses Don’t Work and What to Do About It – Michael E. Gerber

Gerber has written this book all about why small businesses get stuck, and how to get things moving again. Voted #1 business book by Inc. 500 CEOs this is an instant classic dispelling the myths about starting your own business. Stemming from years of experience, Gerber successfully points out how common assumptions, expectations, and even technical expertise can get in the way of running a successful business and walks you through the steps on how to grow your business.

E-Myth \ ‘e-,’mith\ n 1: the entrepreneurial myth: the myth that most people who start small businesses are entrepreneurs 2: the fatal assumption that an individual who understands the technical work of a business can successfully run a business that does that technical work