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Pop-Up the Ladder and Own a Bar

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Pop-Up the Ladder and Own a Bar
By: Jamie Jones, Dean Callan, Alex Kratena

Published in: Education
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Pop-Up the Ladder and Own a Bar

  1. 1. Pop-Up the Ladder And Own a Bar !1 #PopUpTheLadder WiFi - TOTC2014 @TOTC
  2. 2. Your Hosts.. ! Alex Kratena Jamie Jones & Dean Callan
  3. 3. 01 Dean Callan Monkey Shoulder Global Brand Ambassador" ! Bartended globally including Milk & Honey London" ! Collects bar knives…" ! @DeanCallan
  4. 4. 01 Alexino Kratena Head Bartender of The Artesian - World’s Best Bar TWICE" ! ‘World’s Best Cocktail menu’(2011) title at Spirited Awards in New Orleans" ! Super Cool" ! @Alex_Kratena
  5. 5. 01 Jamie Jones G’Vine GCP Winner 2013" ! Global Bar Consultant & Trainer" ! Looks like a hobbit" ! @CocktailHobbit
  6. 6. So What is a Pop-Up?
  7. 7. Pop-Up anywhere!
  8. 8. But what about Pop-Up Bars?
  9. 9. MICRO CONCEPTS
  10. 10. Pin-Up Pop-Up Lanes, Manchester 2011
  11. 11. Manchester City Center 2 months Lanes £25,000 Sponsorship from Puma Footwear Revenue £120,000
  12. 12. Pin-Up Pop-Up Lanes turns in to Moose Bar
  13. 13. Kahlua Coffee House, Manchester
  14. 14. Intended to originally be for just 1 month. Extended to 2 months due to success. Raised huge brand awareness in North England
  15. 15. What to consider. ✤ What is Popping-Up? ✤ Why is it Popping-Up? ✤ Where is it Popping-Up? ✤ When is it Popping-Up? ✤ How long is it Popping-Up? ✤ Staff Popping-Up?
  16. 16. Location, location, location… ✤ What else is on offer ✤ Footflow ✤ Field of Dreams
  17. 17. My slice of the pie… The Yacht Club MCR
  18. 18. Open for 8 weeks 2 weeks to build Very popular - £246,000 Lots of press and media No overall sponsor Perfect location
  19. 19. Fair weather Trouble with land owners Tight conditions to work
  20. 20. Getting Brands Involved A Monkey’s Perspective…
  21. 21. What a brand might look for… ! BRAND VISIBILITY SAMPLING OPPORTUNITIES PR EXPERIENTIAL INFLUENCER PARTNERSHIPS
  22. 22. Diesel Brand Ambassadors Party at Notting Hill Carnival PR & Influencer Partnership
  23. 23. T The Chocolate Trail Consumer Experiential
  24. 24. Monkey shoulder bootcamp:
 @London cocktail week PR & Sampling
  25. 25. T Monkey Shoulder Treehouse Sampling, Experiential, Trial & Influencer PR
  26. 26. U
  27. 27. 01 Artesian on Tour…
  28. 28. MAKE YOUR POP UP POP ______________ ! ARTESIAN POP UP SHOP IN POP A UP SEMINAR
  29. 29. TRAVEL ! NETWORKING ! TEAM BUILDING ! LEARNING ! TRAINING ! PARTY ! SEX PR ! PRESS ! BRAND AWARENESS ! RAISING PROFILE ! WIDER BRAND EXPOSURE ! BRAND RELATIONSHIPS ! COLLABORATION OPPORTUNITIES
  30. 30. TEST NEW MARKETS ! ENGAGE GUEST OFFLINE ! NEW REVENUE STREAM ! MERCHANDISE
  31. 31. CREATE A CONTENT PARTNERSHIP OPPORTUNITIES SELECT GOOD LOCATION CHECK LOCAL LAW STAFFING INVENTORY MARKETING ENGAGE INFLUENCERS
  32. 32. What you need to pop-up ✤ Cash ✤ Sponsorship ✤ USP ✤ Space ✤ Time #PopUpTheLadder
  33. 33. What else? ✤ Commitment ✤ Marketing ✤ Team ✤ Good builders ✤ Licensing
  34. 34. 01 Thank you! ✤ @Alex_Kratena" ✤ @DeanCallan" ✤ @CocktailHobbit" ✤ @Totc" ✤ slideshare.com/CocktailHobbit ✤ Huge thank yous to" ✤ Phil Duff" ✤ EuroWineGate" ✤ Tales of the Cocktail" ✤ THE CAPS

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