What if we told you that there is an event marketing strategy that has the ability to get a consumer to walk into a space and fully experience your brand with all of their senses? Well, this is exactly what we discussed last week. So, as promised, we are back for part two, for the brands with a little more to spend. That’s right, we’re back discussing pop-up events. If you’re looking for a little more wow-factor, then you’ve come to right place because we want to help you take your next event from yawn to yay! So, we’re talking about unique pop-up event elements to leave long lasting impressions.
If you didn’t catch part one, check out our blog, “Pop-up Event Ideas for Small Businesses”.
Post-pandemic we’ve seen a clear desire from consumers to return to real-life experiences. And while we’ve all gotten used to the convenience of online shopping, consumers clearly miss feeling connected to brands in a physical space. Hence, why the pop-up event is a perfect opportunity to interact with and connect directly to consumers. But first things first, you need to get them in the door.
In terms of unique pop-up elements, it’s all about attraction and first impressions. We recommend starting from the outside and working your way inside. Let’s say that you’ve planned your pop-up and generated enough buzz in your pre-planning to warrant good attendance. First, you want consumers to arrive knowing they’re in the right place. Second, you want anyone passing by to be attracted and want to know more about what’s inside. The theme established outside should always translate to the inside. Furthermore, it should be apparent to guests from the moment they walk in. There a lot of fun ways to accomplish this, especially if you focus on incorporating your theme into your décor and even incorporate it into the smallest of details. And finally, make your call to action obvious. While you don’t want to overwhelm, you still need to ensure key messaging is visible, hashtags and social handles prominent. Remember, you only have one chance to make a first impression, so make it a great one.
Next up when thinking about unique pop-up event elements to leave long lasting impressions are the amenities you offer. While specific amenities will differ based on your pop-up’s purpose, we strongly suggest to keep them top of mind. For instance, surprise & delights, swag, prizing, food and beverage and/or additional custom services all fall within this category. Amenities often make consumers feel special and is what makes them want to share their experience online. This is where you can be strategic. For instance, capitalize on the exclusivity factor. FOMO (fear of missing out) is real and has the power to motivate consumers to show up and engage in your pop-up. Use this to plan your amenities accordingly, such as contests, exclusive offers or discounts, door prizes, swag and more!
Now, when considering unique pop-up elements, especially those that leave a long-lasting impression, we cannot complete this blog without discussing activities. This is where imagination and creative strategy come into play. Activities can include a variety of endeavors including games, contest, catering, photo opportunities and more. Some of our favourites include sampling stations, photo moments, demos, displays, to name a few. Remember, whether utilizing something completely new or a bringing some love to an old classic, the skies the limit.
When it comes to pop-up events, creativity and innovation go along away. Be sure to take your time and think out of the box. Don’t be afraid to push the limits and do something that’s never been done before. Whether that’s a larger than life prop, upside down house, or somewhere in between remember to incorporate interactivity in everything you do. Stick to a theme, get a little cheeky, devise a clear call to action, make it relevant and most of all enjoy it!