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8 Reasons Why Every Brand Should Do a Pop Up Shop

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Pop ups aren't just a way to sell your good or service, they're an amazing opportunity to test, learn, partner, educate, and more. This Slideshare walks you through the most important reasons why a pop up might benefit your brand.

Based on my new book, The Pop Up Paradigm, available here: www.amazon.com/Pop-Up-Paradigm-Connections-Digital-ebook/dp/B00P04ZYRA/

Published in: Retail
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8 Reasons Why Every Brand Should Do a Pop Up Shop

  1. 1. Why Every Brand Should Do a Pop Up Shop gm leilil
  2. 2. Melissa Gonzalez is the founder of the Lion’esque Group, a firm of pop-up architects who have produced 80+ pop-up retail experiences in New York City and Los Angeles. Her clients include major retail brands like Marc Jacobs, ]. Hilburn and Sole Society. Her work has been honored with the CLIO Image Award for experiential engagement, and she was a finalist for the New York Design Award for Q marketing and branded experiences.
  3. 3. 0 Retail is Evolving
  4. 4. fi The web has become a crowded place with a daily deluge of new content and products for online shoppers. And it is increasingly expensive to show up in searches and dominate social media.
  5. 5. Over the last 5 years, temporary retail, which is now an $8 billion industry, has emerged as a way for brands to connect with ? customers.
  6. 6. 0 op-Ups Can ieve Many Goals
  7. 7. Creating a pop-up shop lets you achieve multiple goals 1n a temporary setting with l1In1ted downside or financial investment. X
  8. 8. 0 launching a New Brand
  9. 9. A physical sflaoe te| |s_a story hat ma esalasting impression on customers. A pop-up’s impression can determine whether or not people will get excited about a new brand or product offering.
  10. 10. lnor sing Customer gomont
  11. 11. U ‘°’ @ ‘ i 2 - Whena customer interacts witha pop-u Jheyare literally walking into the life of the brand. hisp ysical reality gives customers somethingthey can't get online: an experience in all five senses.
  12. 12. 9 Focused learning and Testing
  13. 13. run 3 They test things like product usability, price point sensitivity, and even which climate they should be in. Learning from the results helps a brand to rethink how best to move forward.
  14. 14. (3 Better Customer Education
  15. 15. <1’ : . 1 i ". _ V r; [ I ll‘ ; it l ‘ ? 7 l T’ ll v»-*— ll , T l . A ‘ ll. ‘ "filly l 7 l r 1 ‘X l . -_ - l ml .1 1- 1 An educational pop-up has a stronger impact than manuals, or even video, because you’re teaching them in a high touch environment. They’re learning how your product is unique by getting to touch and feel it. e . ru. -.‘: :;. . .4 .1. . . . . . - _, v , . H‘ ’ . ._-. _ . _. ‘ ' " . L .3 ~ V — .1. . £4 *‘ Y‘ e.
  16. 16. 0 immersing Your Customer
  17. 17. Pop-ups allow brands to immerse the customer in a whole world surrounding their products, not just the specific offerings, which is normally beyond the realm of retail possibilities. iii: iiIl'rli: : III Illliiii Llliiiii: -1*: ;i ii: -Wuiiii ll: i'. ‘ iIl= Iiii~-: :iii: ::iIiii: i '>i; :i1iiii: :;iIIIr:1
  18. 18. 0 Testing New Partnerships
  19. 19. llhrands have ovedapping customer hases but don't compete for wallet share, pop-ups are agreat way for them to inexpensively test those partnerships.
  20. 20. In addition to promoting each others products, this brand synergy can also amplify the message of the ultimate lifestyle that they’re both delivering.
  21. 21. Pop—up shops are not a fad that will pass with the times but a fundamental answer to the problem of retail in the age of the intemet. ..
  22. 22. “How can brands use their in—p erson time to create the deepest possible relationship with customers ? ”
  23. 23. Customers crave real human contact. Pop-up shops offer a unique physical space that creates an experience where customers can connect with your brand and buy into your story.
  24. 24. “, _,, __u , -,, ,,, ,,, ,., , This slideshare was based on the book The Pop-up Paradigm: rrii: P How Brands Build Human "-i““-*""°M Connections in a Digital Age now nrunog. Bukg "M, W (fIP~l(ZTlIIfi IN A DIGITAL A(‘, [ l: >§. * is ielissa Go117.ale7. BUY FROM ,1 , ; amaz_on. com "Melissa sits at the forefront of bringing together what's possible for brands to truly create innovative and irnrnersive retail experiences. " lla1‘l< Hayes. Head ofCom1nunications, Sliopify

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