The best pop-up events embody the spirit of spontaneous, on-the-fly neighborhood fair booths, but don’t underestimate the business they bring: almost US $50 billion, according to Rachel Kirkpatrick of EventMarketer.com. Whether for upcoming brands wanting to break into the market or established name looking to expand their base, this type of event offers a way for companies to place their products or services in front of new customers in high-traffic areas where they could not otherwise.
Unfortunately, pop-up events are not that easy to do. They continuously face four challenges that could easily derail their success.
Because pop-up events can technically occur anywhere, it’s no wonder that finding just the right location takes the most effort. The requirements tend to be steep. They need high traffic locales where the target demographic is concentrated. Depending on the purpose and design of the booth, the event might also require access to electricity, Wi-Fi, and a point of sale system.
Once an area has been scouted and approved, the task of acquiring the right permits can turn into a bureaucratic nightmare. In a Bonifacio High Street pop-up event for Police Eyewear, M2Live partnered with outdoors sports and recreation store R.O.X. to secure the location and provide the means for purchases.
Traffic shifts and seasons change, so timing is extra critical for pop-ups, which heavily rely on passing foot traffic. Would you hold a beach pop-up on a weekday in the middle of rainy season? Or is jostling for prime locations in Christmas season a really good idea, especially since an entire spectrum of demographics, on the lookout for discounted sales, troop to different budget locales?
Finding people to man pop-up booths is another challenge. Due to the event’s ephemeral nature, there’s no time to train applicants in the intricacies of the brand and customer service. It’s critical to build a manpower network that can provide trained and talented individuals for the booth.
No matter how temporary, your booths will still require eye-catching design that conforms to the brand. Pre-made booths often end up as forgettable, while a custom fabricated booth can provide an experience that will encourage customers to hunt down the product. Customization also enables the pop-up to fit in the chosen location and season.
A successful pop-up requires overcoming these four problems, a challenge that brands might not be up to. Fortunately, partnering with seasoned event specialists can decrease the difficulty and ensure the success of the event.
What are other successful strategies for holding pop-up events for your brand? Share your thoughts below.