Editor's Note: Pop up shops are a fresh topic in my mind right now with a close family member getting involved in retail. The following post has been contributed by Colourgraphics...
Pop up shops are, quite literally, popping up everywhere. No one can deny their popularity, nor question their trendiness. With everyone seemingly in on the slice of pop up shop action, from pop stars to established, high street brands, does it still leave a slice of the market for you?
Undoubtedly, the answer is yes. Harnessing the on trend pop up shop is something we can all do. It is not a reserved domain, only for the likes of large business but, any business, from start up to global corporation, can take a managed risk when it comes to these temporary selling spaces; with some shrewd investment in roller banners and some other material you can pop up anywhere you like.
But, just because it is temporary, it’s very pedigree and trendiness lying in the ‘only here for a short while’ marketing ploy, is not a by-phrase for ‘fly by night’. The pop up shop is far classier than this, far deeper reaching into the psyche of the consumer which is why everyone is a pop up shop fan (and we mean everyone!)
And so, with the stage set and your business ready, surely all you do is turn up every day in your pop up shop for the next 3 months, and watch the people pour in…?
No, not quite. It takes a bit more effort than that for us consumers are a suspicious lot. If it looks and feels too temporary, too non-sticky, too ‘never to be seen again, because I’m doing a runner tonight’, then people will stay away.
You still need to make an effort. You still need to market yourself using a variety of media to tell people who you are, what you do and why buying from you is a great thing to do…
Fortunately, there are 6 fabulous marketing weapons perfect for any pop up shop:
1. The Poster
Don’t groan, for the poster is enjoying a fabulous come back. With the ‘Keep Calm’ series still popular – and who have thought that when the original, dusty posters were found in a cupboard all those years ago? – many businesses are realising that the poster is still a great marketing weapon.
But, before you start designing yours, bear some basic design principles in mind:
- With posters, less is more – overcrowding a poster is an opportunity wasted. The eye needs somewhere to focus and rest, so think carefully about employing a graphic designer is you are serious about posters spearheading your marketing campaign on the high street.
- Choose 2 main colours, and a third accent colour – but, don’t forget that this needs to link with your brand, image and appeal. If you are a pop up shop selling bakery equipment, then you posters need to give passers by a visual clue
- Think carefully about HOW you plan on using the posters – less is more also applied to the information contained on the poster, which is why we suggest using posters in line with marketing weapon number 2…
2. The Flyer
This is the printer vehicle that can instantly offer more information to your potential consumer in a fun, colourful, yet appropriate way. Using the poster as the main point of reference, make sure you impart the information you want your customer to have in a way that can be assessed. Just because you are giving people more information does not mean that you have to write an essay…
… and don’t forget with all printed media, to add your online presence too – the Facebook icon, the twitter bluebird and your website, along with any other social media platform you use!
3. The A Board
There is something about pop up shop that excites the soul and for many consumers, it is the thought of getting a bargain that will not be available at another time. If a consumer knows they can trust you, they will buy from you.
You can have A boards designed with text and graphics, with a blank space so that you can write up today’s offer, or other ‘come and get it today/this week’ type of message. Again, if they cannot buy from you right now, how else can they get hold of you? – all fabulous information to contain on you’re A board.
4. Pop-up/Roller Banners in Store
The pop up shop or space itself needs some attention; plain walls are exactly that, plain and a missed marketing opportunity. As it has been noted, consumers are a suspicious lot, if you don’t look and feel right, you may as well pack up and cry in to your pillow.
However, marketing weapon no. 4 is just perfect for imparting the important information that makes people feel safe. Pop up banners can contain the stuff that you don’t want to put all over your flyers – who you are, your registered address if you are a company, your mission, your values and all that other stuff that makes us feel wholesome and professional. Get them designed right, and they can be used from pop up shop venue to another pop up shop venue. Versatility in marketing material is important.
5. Fabric Displays
You may be surprised at marketing weapon no. 5 but used correctly, and they can really set a great tone for your space. Many retailers and new businesses are taking on short term, shop leases. Perfect solutions for everyone; the town council have one less empty shop, and you are not tied into a long lease.
But, you need to dress the shop or it’ll look vacant, with a mannequin or two for company. These fabric displays are printed with any design you want. But, you can opt for some great graphics that provide an interesting, yet neutral backdrops for your products. They are no fixed, so they move when you do. Relatively inexpensive, they are perfect for any pop up shop or space.
6. Floor Graphics
And finally, depending on how long you intend being a pop up shop (after all, when does a pop up stop being a pop up…?) these floor graphics we think are the unsung hero of offline marketing.
Stuck to the floor, and printed with anything you want – graphics or text, or both – they can really create a buzz about the place.
So, with these six fabulous marketing weapons at your disposal, your pop up shop will really POP!