The shorter your lease, the more vital it is to get people buzzing about your pop up business pre-launch date. This is equally important whether your pop up is an extension of an already-successful business, or a shiny new start up. Over the past few years we’ve seen established brands using the pop up model to boost their company profile, but how do you build awareness if you’re starting from scratch? Here are a few pointers to help you launch your pop up business with a bang.
One: know your USP. It’s essential to identify your Unique Selling Point and make that the focus of your pop-up marketing. If you’re going to be selling upcycled home furnishings, emphasise the eco-friendly, one-off nature of your products. Of course, the very fact that your business is a pop up is a unique selling point in itself. Your product will only be available from this outlet for a short time, so use your twitter or website to emphasise the limited window of opportunity that customers have to experience your Guatemalan street food or purchase your quirky Christmas decorations.
Two: think local. In the majority of cases, your pop up small business is going to be located in a town, suburb or smaller city. You should be focusing your pop up marketing efforts on potential customers – and potential champions – within a reasonable radius. In most cases, there will be resources already in place that you can utilise. Approach your local newspaper – if you pitch your USP right and emphasise your place within the pop up movement, they might see a story in it. Social networking sites are global in essence, but run a few simple searches and the chances are, you’ll find tweeters or bloggers with a special interest or follower base in your local area. Approach these people with earnest enthusiasm and you’re sure to find some who’ll be happy to give you a RT or help spread the word.
Three: consider a soft launch. An invitation-only soft launch showcasing your product allows you to handpick influencers for your target market – those local journalists, tweeters and bloggers you’ve already connected with. Don’t forget the owners of neighbouring businesses – perhaps you can agree a flyer swap, and if they like your product they’re likely to spread the word to their customers. However, bear in mind that a free invite doesn’t entitle you to positive publicity. Soft launches are particularly relevant if you’re marketing a pop-up restaurant or bar, but there’s nothing to stop you launching a pop-up store with an invitation-only evening of Cava and canapés. Pop up should be fun, after all.
Ready to begin your own adventure? Get in touch – we can help you find the perfect premises for your pop up business, and we’d love to hear from you.
Lauren James, Popupspace