We have seen a steady rise in the confidence and optimism from retail clients who are looking to maximise the rise appetite and consumer for new products and affordable premium goods.
Many brands, traditional and online retailers are taking the innovative route of creating their own pop-up campaigns to reach new and lapsed consumers. Pop-up stores using exhibition trailers and upcycled shipping containers are proving a highly effective and affordable and effective way of marketing their products and generating sales.
However, in order for a pop-up campaign to be successful, the brand needs to offer customers a unique and memorable experience. So how do you go about that? Well luckily for you, we’ve provided a few tips and hints below.
Understanding your customer
You will know that the key to a successful pop-up campaign is to achieve high levels of customer engagement. The more you engage your audience, the higher chance you have of them:
- Create a positive impression of your products and brand
- Trial and buy your products
- Share your brand experience with their network
But in order to engage your target audience, you need to have a good understanding of them. It’s critical that you build your pop-up campaign around your audience rather than around your brand. You need to know who your target audience is, what they value, where they are located and the type of experience they’re likely to engage with. Understanding your prospects will enable you to focus on identifying the optimal locations to reach them – this is absolutely critical.
Choosing the right event structure
The environment selected to execute your pop-up campaign will have an enormous impact on the experience offered to customers and will go a long way in determining its success.
There are a number of options when it comes to setting up your pop-up store, including promotional vehicles, exhibition units and upcycled exhibition containers – and it’s all about choosing the option that:
- Fits within your budget
- Creates impact with your consumers and prospects
- Demonstrates products professionally
If you’re looking to take your pop-up campaign mobile, it makes sense to utilise a promotional vehicle or exhibition unit, whereas if you’re leasing an outdoor space in say a town centre, an exhibition container would work equally as well. Either way, you’ll be able to fully customise your pop-up structure to make it attractive to your target audience and appropriate for the experience you plan to offer.
Upcycled shipping containers provide the perfect structure for pop-up campaigns.
For more information about event structures and mobile display solutions, please get in touch with the team here at The Events Structure. We specialise in providing businesses with self-drive promotional vehicles, exhibition containers and trailers that can bring pop-up campaigns to life.
We’ll take the time to get to know your business and the type of experience you’re looking to offer customers so that we can offer advice on the best solution for your pop-up campaign. With our help, you can make your bespoke pop-up event a huge success!
For more information on our temporary event structures including self-drive units, roadshow trailers, mobile showrooms and customised containers get in touch with The Events Structure team today on 0161 821 1010.