Pop-up shops are more than just a trend. It’s a great way for e-commerce stores to offer their customers a physical in-store experience. It’s an amazing way to increase brand awareness without spending thousands of dollars on rent.
While online experiences are the most convenient and popular way for consumers to shop, you can’t deny the different experiences a physical shop offers. With that being said, here’s how to advertise your pop-up shop successfully.
Why Businesses Should Consider Using Pop-Up Shops
A pop-up shop is a temporary store set up by a business that rents out an area for a short-term lease. This cuts down on the paperwork and the headaches involved in renting commercial property. Given the temporary nature of a pop-up and its low cost, businesses can set up pop-up shops worldwide as well.
Besides merely selling products/services, pop-up shops allow you to test out fresh visual branding and help you reach out to new customers. You can also use it as a chance to promote your new product and to see customer reaction. All of this is possible with the short-term and temporary nature of pop-up shops.
Pop-up shops are perfect for your business, no matter how small or large. Small businesses can use the opportunity to gain more traction and large businesses can create pop-up shops to reach unexplored locations. Businesses like Glossier, Amazon and BrandBox are just a few examples of brands that took advantage of pop-up shops.
Marketing Your Pop-Up Shop
Since pop-up shops are temporary, there’s only limited time to promote them to your customers. Advertising your pop-up shop is not an activity you can do last minute. You need to spend adequate time and implement effective marketing strategies that can gain interest and excitement in a limited time. As such, below are a few marketing tactics you can use to advertise your pop-up shop.
- Use Facebook
While Facebook has garnered some negative press over the past few years, it remains the most popular social media platform. With over 2.8 billion people using the site, marketers and businesses find Facebook as the most effective platform to engage on.
From Facebook Stories to Facebook ads, use this platform to inform your followers of your pop-up shops. You can promote your pop-up location, timings and mention the purpose of your pop-up as well. Using Facebook Analytics, you can also find the times that your followers are the most active on the site. It’s best to post your information during these times to ensure you effectively reach most of your followers. You might also want to consider tailoring your pop-up shop ads to different demographics. - Take Advantage of Instagram/Facebook Stories
Instagram Stories, Facebook Stories– there’s something about the short-form video that consumers seem to love. The stats about the popularity of short videos and stories speak for themselves. Over 500 million people use Instagram Stories alone and 58% of consumers say they found an item more appealing after seeing a story about it.
Instagram or Facebook stories are a great way to engage with your audience about your upcoming pop-up shop. You can use a poll feature or highlight behind the scenes of your shop to garner interest. But promoting your pop-up shop goes beyond the initial stages. You should continue to advertise your shop during and even after it wraps up.
If your followers do happen to miss out on your current pop-up, they’ll keep an eye out for the next one. Using your stories to promote before and after your pop-up shop is a great way to keep eye on your business, products and your next launches. - Email Marketing
Many businesses still rely on email marketing to promote their products and services. As such, if you have an email marketing system in place, you should also use it to promote your pop-up shop. Promote your pop-up through your email newsletter or your weekly promotional email content. You can still get a good return on investment with email marketing if done correctly. - SMS Marketing
With the rise in mobile usage across the world, SMS marketing is quickly becoming a marketing method that businesses rely on. Text messages have an open rate of 98% and they are read in a matter of 10 minutes or less. As such, it’s the perfect medium to promote your pop-up shop, even if you are slightly late with promoting it. With a simple text, thousands of your customers that sign up to your SMS marketing will receive a quick notification about your pop-up.
You can send out a survey to see what your consumers expect, you can add images to effectively promote your pop-up shop, and so much more. It’s all up to you and your creative style. Better yet with SMS marketing, you split your consumers up according to their demographic. As such, you can tailor your pop-up shop ads according to each group for more effective marketing. SMS marketing is one of the best ways to alert your audience.
If you’re looking for a business texting provider, Text My Main Number is a trusted source among many clients. From the ability to automate messages (perfect if you want to send daily reminders to your customers) to 24/7 customer service, Text My Main Number is the partner you need in this digitalized and mobile marketing outlook. - Website Announcements
Your website is your next best place to promote and gain awareness towards your pop-up shops as well. On your website, you can set the pop-up shop announcement as a header or have it as a pop-up widget in the corner. Any way you can get people to know about your shop through your website. This is an effective method as well.
This is because you know when people visit your website, they’re already interested in your business, product and/or services. As such, you may expect a greater turnout from this strategy as well.
Pop-up shops are becoming a popular strategy among small and large businesses – you can take advantage of them as well. And when you implement at least one of the wide array of marketing strategies and tactics mentioned above, you’ll most likely find yourself with a large crowd at your pop-ups!
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