24 July 2015

Image © We Are Pop Up.

1. Pick a space

Location is very important and should suit both your budget and your brand identity. You want plenty of foot traffic, but make sure it’s the right demographic for your products and price point. Check out the surrounding area – do the neighbouring businesses and the passers-by match your audience and style?

2. Think about finances

Your budget and the amount of stock you have tend to be defining factors for how large your pop-up will be, its location and its duration. Start with your available budget and work backwards to work up costings. Crowdfunding is an excellent way to top up your budget – sites like Kickstarter and Crowdfunder are two favourites at We Are Pop Up.

3. Promote your pop up

You need to start promoting early to create a buzz, even before you’ve confirmed your space. Use a combination of social media platforms to target your specific audience. Contact relevant magazines, bloggers and local press to tell them about your concept and launch date with plenty of notice. Drop us a line at We Are Pop Up too so we can put the word out about you on our channels.

4. Design a store that works

Think about colour, layout and theme. A pop-up is an interesting way to experiment with the message you want to send; create a unique experience and tell a story. Use tools like Pinterest for inspiration – take a look at these top 10 mood boards to see how other businesses have done it. Layout also has a significant impact on sales – did you know 64% of products are sold from eye level within a shop?

5. Test, listen and iterate

Set out the key aims for your pop-up and measure them daily, be it sales, new social media followers, press coverage or otherwise. For sales, try out different products – pay attention to how customers interact with items to find out both the strongest and weakest performers, then you can decide what to highlight and what to rotate.

It’s also important to speak to your customers. How did they hear about you and what do they think of your pop-up and product range? You can gather valuable feedback and learn a lot about your audience.

6. Follow up

Don’t forget, it’s not all over when the pop-up closes. The fortune is often in the follow-up. Collect customers’ contact details and communicate with them beyond the life of your shop. Keep them up to date with your news and invite them to the next pop-up.

7. Evaluate and learn

The beauty of a pop-up is that it is an opportunity to experiment, test and learn. Be bold, and take risks. Then afterwards, focus on what went well and what didn’t – learn from any mistakes and plan how to build on successes in your next one. Finally, get back in contact with We Are Pop Up and we will be on hand to help you with your next pop-up and the next stage of your business.

Find out more about We Are Pop Up at www.wearepopup.com.

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