Pop-up events are all the rage these days and for a good reason. They are used for retail marketing, dining experiences, art galleries, and as a front for e-commerce businesses, amongst other things.
So with all the buzz around them, what exactly are pop-up events? Pop-up events, as the name suggests, are unexpected events, and they pop up in unique places. These events are temporary by definition and can last from a few hours to a few days. Traditionally they have mostly been face-to-face, but now they can be virtual or even hybrid. They can take place in temporary locations or permanent structures.
Such events are not new since they’ve been around for almost a decade now and used in new and innovative ways in many different industries. For instance, pop up events for food are an excellent way to gain exposure for your eatery and let customers try your food in a different setting. Pop-up events can generate revenue and create buzz around a particular product, service, or brand by popping out of nowhere with the element of surprise, and present people a unique atmosphere with their innovative décor, sound, lighting, etc.
Unlike the name and definition, pop-up events do not just magically pop out of nowhere. They require a lot of attention to detail, and a lot of planning and creativity go into executing a successful pop-up event. So what do you need to do to set up a successful event? Here are five tips that can help you pull off a successful event:
Plan and schedule carefully
It is imperative to make a timeline regarding the event to utilize it most efficiently and effectively. As previously discussed, pop-up events are not permanent, and you only have so much time to achieve the goals you set out to make. Thus you do not want to be wasting your time thinking about what to do next.
This can be done by proper planning and good organization, as doing so can really differentiate you from your competition. Adequate planning and good organization can help define roles amongst the people so that the right person does the right job at the right time, and make the most out of the time, effort, and resources being spent on the event.
When planning your pop-up, you'll need to reach out to local vendors to help support your event. Vendors can provide everything from food and drinks to merchandise and services. Working with local businesses can also help promote your pop-up and create a sense of community spirit. LinkedIn is a great place to find vendors you need for your pop-up event. You can use an email finder tool to find their email address to reach out to them directly about the opportunity. This will help you start building a relationship with them and increase your chances of securing their services for your event.
Make a budget
Nobody has an endless supply of money, and although it is easy to get carried away with the exuberant plans for the event, it is imperative to prioritize where the money should be spent and how much money is spent so that the purpose and goals behind holding the event are brought to fruition effectively and efficiently.
While you may have plenty of out-of-the-box ideas, your budget will probably limit you from executing all of them. Proper planning of spending can go a long way into making the pop-up event a success. Budgeting your event can also help you decide how much you should charge if there are any tickets for entering the event or set the prices of any food or drinks you might be offering at the event.
Decide on the payment options
If the purpose of the pop-up event is to make sales, or sales are a part of your pop-up event in any way, you will have to deal with money transactions. Having cash transactions is not enough anymore in recent times, as an increasing number of people are moving towards plastic money.
Even cards are starting to feel old now as people move towards contactless options with payments made from their phones and smartwatches. It is better to be prepared for credit card transactions and have the option of new services such as Apple Pay and Android Pay. After all, there is only so much cash that people are willing to carry, so presenting other payment options can be a key in making your pop-up event a successful one.
Create a buzz around the event
Once you are done with the planning and organizing and have fulfilled all the legal and administrative requirements to hold the pop-up event, it is time to create buzz around the event so that the maximum proportion of your target market gets to know about it and attend it.
Two important things to keep in mind when setting up the layout of the event are brand recognition and brand retention. You want the graphic designing around your event to be such that your brand is loud and easily recognizable.
One tool that can be extremely effective in making your event a success by getting people to talk about it is social media. Before holding the event, you can create buzz on social media where you can keep people guessing by giving them teasers that something unique is about to happen at the location at the specific date.
During the event, you should create places that are “instagrammable,” which means that the aesthetic makes people want to take pictures of the event, and this will act as an excellent pull marketing strategy where the customers themselves are marketing your event. It is a fact that word-of-mouth marketing is beneficial.
Take people’s comfort into account
When the weather is too cold or too hot, it can present a challenge for the event organizers, especially if the pop-up event’s location is an open-air one. If you’re opting for an outdoor event, you should look into the weather forecast in advance to ensure weather conditions, such as rain, don’t ruin your event. Apart from that, you should also arrange portable outdoor fireplaces and portable outdoor mist fans and air conditioners to maximize the comfort of attendees.
Pop-up events are an excellent trend your business can take advantage of to maximize its reach. By being organized, you can easily execute an event that attendees are bound to remember.
What other tips are important to set up a pop-up event? Let us know in the comments below!