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What labels something a “pop up” ?

 

It seems the “pop up” tag appears quite often these days, but there are a few characteristics which distinguish the genuine pop ups from their pretenders…

A genuine pop up should be a clever blend of sales and marketing initiatives – but importantly it is also an actual, physical occurrence. I often refer to pop ups as “events” – a real experience with a definite start date (and probably a targeted end too…) The pop up event is (hopefully) more than just a temporary appearance with the aim of selling loads of inventory, it is also a marketing exercise… a way of meeting customers (making new friends and consolidating older relationships), telling a story and spreading the love…

A pop up seeks to entice and entertain visitors – offering an experience worth seeking-out and telling others. It can look outside-the-square and broadcast a brand’s message in a different format, whilst appealing to our curiosity and craving for distraction…

Importantly, a pop up doesn’t settle in. The event proudly announces “look at us – we are here, we are desirable, but be quick ‘coz we’re not here for very long !” That is unless, of course, the aim of the pop up has been to test the waters of a location, to see if the concept has legs (if its “waters” should that be “fins” ?). And there’s nothing wrong with a pop up becoming permanent, as long as the POP UP banner is soon replaced with something else (customers quickly become weary of old signs – and over-used labels)

And who are the pretenders ? Well, I guess it’s those businesses who tag their shop a pop up but don’t make the slightest effort to stand out from being just another temporary sale… who think that just sticking a POP UP SALE banner across the window will attract customers (and entice them to buy…), or those who start a new venture with every intention of being permanent but hope to give their launch a boost by suggesting some urgency with a “pop up” label…

And then there’s my favourite pretender to the pop up genre – the “virtual pop up” ! Last week I read of a British fashion designer promoting her secret online pop-up shop… which seemed a bit unusual, and possibly a clever concept (…it had an air of mystery and exclusivity…) But when I followed the link I discovered Claire Barrow was actually launching a new website, which features an invitation-only section – and that is what they’re calling a secret pop-up store. Oh FGS, that is such nonsense… a shameless grab at the success of good (genuine) pop-up !

 

australia

 

image :   popUPshops AUSTRALIA.com

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