Whilst there are numerous ways you can market your business and engage with your target audience online, sometimes the best results come from good old face-to-face communication. Attending exhibitions as an exhibitor is a great way to get your name out there, but you may find it tough competing with other exhibitors for your customers’ attention.
With this in mind, many brands take the innovative route of creating their own pop-up campaigns. Pop-up stores using exhibition trailers and upcycled shipping containers are all the rage right now and provide brands with an 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:
- Walking away with a positive impression of your brand
- Buying your products/services
- Remembering your brand in the future
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 along way in determining its success.
There are a number of options when it comes to setting up your pop-up store, including self-drive promotional vehicles, exhibition trailers and upcycled exhibition containers – and it’s all about choosing the option that:
- Suits your budget
- Meets the expectations of your customers
- Achieves key product demonstration requirements
If you’re looking to take your pop-up campaign on the road, it makes sense to hire a self-drive 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.
Creating buzz around your pop-up campaign
Of course, once you’ve planned your pop-up campaign, you’re going to need to put the word out about it and for this, we suggest a blend of traditional and digital marketing methods. Handing out flyers is great, but you should also remember to make use of social media, which is not only extremely powerful but also 100% free!
Savvy marketers will also utilise key influencers (bloggers, celebrities etc.) in their industry as a way to attract a wider audience to their pop-up events. Inviting key influencers along and getting them to live tweet using a custom hashtag and share pictures from the event on sites like Facebook and Instagram is a great way to spread the word about your pop-up campaign, and get as many people involved in the experience as possible!
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.