Author: Sheila Rondeau

Some companies shy away from experiential marketing campaigns because they don’t know how to measure marketing success.

Where can you get the ROI for something like a free product giveaway initiative at a concert? The good news is, using technology and being deliberate about your planning can actually make measuring certain aspects of ROI quite easy.  

Discovering the Reason Why

First of all, what are you looking to do with your experiential marketing campaign? If it’s just that you want to jump on the bandwagon, this is your first problem.

Experiential marketing is a different way of looking at how you deliver your service and how you value your customers.

It’s a mutually beneficial way of marketing, where consumers don’t just support your product or service. They get something unique from interacting with your brand.

With that frame of mind, you’re ready to start thinking about the kinds of concrete advantages you hope your campaign will bring. It could be new customers, continued loyalty from existing customers, education about a new product, etc.

Collecting Data

Next, you’ll want data, which technology can give you. With social media, you can collect information about who is discussing your brand, what they’re doing, and even what their opinions are about your brand.

You can find out what exactly the customers are enjoying about the experience or disliking. Collect information from consumers so that you can even follow up to find out what those who interacted with your brand are doing later on.

Sales aren’t always easy to read. So while it’s obvious when you make a sale, it isn’t so obvious why that sale happened.

Study buying patterns before the new campaign launches, and keep track as the campaign continues and afterwards. Having the data of how things are going beforehand will help you incomparably to understand what’s happening as a result of the campaign.

Hire a Strong Experiential Marketing Agency

Have a strong experiential marketing agency on your side. An agency with the right experience and understanding will offer you help in making and keeping track of these measurements.

They will have a background in the best technology that your brand can afford to use. Their team will have the background knowledge to collect data and translate it into measures of success.

As a business owner, you’re right to have concerns about measuring your ROI before you go and try a different marketing technique. Coming up with creative ways to reach the right audience is half the battle.

You should always be ready to collect the data that will tell you if you’re doing things as effectively as you can.

But not knowing how to measure ROI shouldn’t scare you away from an experiential marketing campaign.

Otherwise, you could be selling yourself short of some serious advantages and letting competition sweep in and take away customers. Consumers want an experience, and they’ll support the brands that deliver it.

In the world of experiential marketing, where creativity reigns supreme, the journey from a mere concept to a captivating, memorable brand experience is nothing short of magic. Let’s delve into the behind-the-scenes process that transforms abstract ideas into tangible moments that leave lasting impressions.

The Spark of Inspiration

Every great experiential campaign begins with a spark—an idea that ignites curiosity and excitement. This spark might emerge during a brainstorming session, where minds collide and ideas bounce off each other, creating a vibrant energy that fuels creativity. It could also surface during a late-night coffee chat, where the quiet hum of conversation and the soft glow of the café lights provide a comforting backdrop for the birth of a new concept. Sometimes, it might even appear while gazing out of a window, where the mind is free to wander and draw connections from the world outside. As marketers, we must remain open to inspiration from unexpected sources. Capture that initial spark, no matter how fleeting, and let it evolve.

Remaining open to inspiration from these unexpected sources is crucial in marketing. The world around us is a treasure trove of ideas waiting to be discovered. Training oneself to be receptive to these sparks of inspiration, no matter how fleeting they may seem, is essential. Once that initial spark is captured, it should not be allowed to fade away. Instead, it should be nurtured, let it evolve, and watch as it grows into a flame that lights up the campaign. This process of capturing and developing an idea is not just a task, but an art form that requires patience, dedication, and a keen eye for detail. It is this art form that transforms a simple spark into a successful experiential campaign.

Ideas and Brainstorming

Once the spark catches fire, it signals the time to gather the team. These gatherings are not just meetings, but idea sessions that function like laboratories. In these laboratories, diverse minds collide, creating a dynamic environment where creativity thrives. Concepts are not just discussed, but tossed around, scribbled on whiteboards, and dissected from every angle. Assumptions that were once considered unshakeable are challenged, paving the way for fresh perspectives.

In these sessions, there is no such thing as a wild idea or an outlandish suggestion. Every thought, no matter how unconventional, is welcomed and explored. This open-minded approach encourages the exploration of themes, emotions, and narratives that resonate with the brand and its audience. It is in this creative chaos that the most compelling and engaging campaigns are born. The spark that was once a fleeting thought is now a blazing fire, driving the team towards creating a campaign that not only represents the brand but also strikes a chord with its audience.

Sketches, Mood Boards, and Visualizing

The journey from abstract thoughts to visual representation is a fascinating one. It begins with sketches, where the initial ideas start taking a tangible form. These sketches are the first step in translating the abstract into the concrete. Alongside sketches, mood boards and visual collages are created. These elements breathe life into the ideas, transforming them from mere thoughts into visual narratives.

Questions are asked during this process: How will this activation look? What colors evoke the desired emotions? How can an immersive environment be created? These questions are not just inquiries, but guiding lights that lead towards a shared vision. They help in refining the visual representation and aligning it with the initial spark of the idea. The visual cues derived from this process play a crucial role in shaping the final outcome. They ensure that the original spark is not lost in translation, but rather enhanced and amplified in the visual representation.

Prototyping: Bringing Ideas to Life

Prototyping serves as the bridge between imagination and reality. It is a process where simple materials like cardboard are transformed into mini pop-up shops, giving a glimpse of the final product. Similarly, Augmented Reality (AR) markers, which might seem insignificant at first, are transformed into interactive elements, adding a layer of interactivity to the experience.

Building scaled-down versions of experiential spaces is an integral part of this process. These miniature models provide a tangible representation of the final product, allowing for a thorough examination of every aspect. Lighting effects are tested, layouts are fine-tuned, and every detail is scrutinized. Prototypes serve as a safety net, allowing for the identification of flaws at an early stage. This early detection of issues allows for swift iterations, ensuring that the final product is as close to perfection as possible. It is through this meticulous process of prototyping that an idea, which was once just a spark, becomes a reality.

Testing and Iteration

Prototypes literally hit the ground in this phase. Mock activations are set up in various locations, which could be as vast as empty warehouses or as compact as conference rooms. Even open spaces like parking lots can be transformed into testing grounds. These locations serve as the stage where the creations come to life and interact with real people.

The feedback from these interactions is invaluable. It provides insights into how the audience perceives the activation. Questions are asked: Does the scent of fresh-baked cookies evoke nostalgia? Is the pathway intuitive? These questions help in understanding the user experience and refining every detail. Testing is not just about checking the functionality, but also about fine-tuning the sensory aspects. It could be the texture of a fabric wall that the audience touches or the sound of footsteps on a faux cobblestone path that they walk on. Every detail matters, and testing ensures that nothing is overlooked.

Refining the Alchemy

Returning to the drawing board is a crucial part of the process. This is where refinement, tweaking, and polishing take place. The magic truly lies in the details. It could be the way sunlight filters through translucent panels, casting a warm glow on the surroundings. Or it could be the surprise element hidden in a corner, waiting to delight the unsuspecting visitor.

The attention to the seamless transition from one zone to another is a crucial detail. It ensures a smooth and enjoyable experience for the audience. While intuition plays a role in these decisions, data is equally important. Listening to data means paying attention to metrics. These metrics serve as a guide, leading the way toward perfection. They provide valuable insights that help in refining the experience, ensuring that every detail, no matter how small, contributes to the overall success of the campaign.

Execution: The Grand Unveiling

The day arrives and the curtain rises. An empty space undergoes a transformation, morphing into a wonderland. This transformation is not just physical, but sensory. The scent of pine fills the air, creating an atmosphere of freshness and tranquility. The hum of music adds a rhythmic pulse to the environment, setting the tone for the experience. The touch of velvet, whether on a curtain or a piece of furniture, adds a layer of luxury and comfort.

Visitors step into this creation, their eyes widening as they take in the sights, their smiles forming as they immerse themselves in the experience. The concept that was once just an idea is now a reality. The magic is not just visible, but palpable. It can be seen in the awe-struck faces of the visitors, heard in their excited whispers, and felt in the electric atmosphere. This is the moment where all the hard work pays off, where the spark that ignited the idea becomes a beacon of success.

Capturing Moments and Amplifying Impact

As visitors immerse themselves in the experience, their reactions are captured. These reactions, whether they are gasps of surprise, smiles of delight, or expressions of awe, provide valuable feedback. Social media platforms buzz with activity as visitors share their experiences. Snapshots and videos, each capturing a unique perspective of the event, are shared and reshared, creating a ripple effect.

This experiential magic reverberates beyond the physical space, reaching people who may not be physically present but are virtually connected. The success of the event is celebrated, but the work doesn’t stop there. An analysis is conducted to understand what worked and what didn’t. This analysis is not just a review, but a learning opportunity. It provides valuable insights that are used to plan for the next enchanting endeavor, ensuring that each event is better than the last.

Endnote

Remember, every concept holds the potential for magic. This magic is not just an abstract idea, but a tangible force that can transform a simple concept into a mesmerizing experience. It is a journey that begins with an initial spark, a fleeting thought that holds the seed of an idea. This journey is not a solitary one, but a collective endeavor. Marketers, creators, and innovators are all part of this journey, each contributing their unique perspective and expertise.

Embracing this journey means welcoming the challenges and opportunities that come with it—from the initial spark to the grand unveiling. It involves turning ideas into experiential marvels that resonate with the audience, inspire them, and leave them spellbound. These experiences are not just events, but stories that unfold, captivating the audience and leaving a lasting impression.

Before you tackle any experiential marketing campaign, consider how you’ll measure your success. Every marketing campaign requires a method of measurement to determine the ROI or return on investment.

Your ROI will tell you whether the time and resources you put into the campaign were worth the results that came out of it.

Avoid assuming that the results of experiential marketing, subjective and emotional, are impossible to measure.

Instead, take time with these initial considerations to establish accurate metrics to measure your ROI.

How Do You Measure ROI for an Experiential Marketing Campaign?

For you to measure your success, you first have to define what that success looks like. Some aspects to consider are:

• attendance numbers
• genuine attention
• interaction
• online action
• likes and shares
• hashtags

Answer the question: What is it that you hope to achieve through your experiential marketing campaign?

This will lead you in the right direction. It will inform you on what metrics can eventually use to measure your ROI.

You should be able to expressly state your goals, concerning, for example, an uptick in leads generated or sales made. Other examples include an increased awareness of, affinity for, or likelihood to recommend your brand.

Whether your goals are more concrete or more subjective, you must create a quantifiable measurement system by which to measure them.

Now That You’ve Set Goals, What Metrics Should You Use to Measure Them?

The metrics essentially measure the extent and influence of your audience engagement.

Integrate social media into your campaign. This is one of the best ways to measure the social engagement of your audience. With social media analytics, you have a quantifiable measure of success.

Understand your metrics for what they are. You want the content of your marketing to get your audience to engage in a meaningful way.

Not all metrics by social media analytics show meaningful engagement. Remember to take this into account when gauging likes, shares, and comments.

Social media is just one form of reach figures you can use as a metric. “Reach” refers to exposure.

How many people were exposed to your brand as a result of the campaign? Use reach metrics as a quantifiable measure of your campaign’s success.

Samples and promotions show your audience interacting with your brand. You can distribute samples during the campaign to easily measure reach, but this doesn’t guarantee that you had a memorable interaction with your customer.

Combine this with a results-oriented measurement to find out how meaningful the interactions actually were.

Similarly, you can keep track of how many promotions like vouchers or online sales codes were distributed during the campaign.

This measurement, paired with the redemption level of the promotions, can also be used to count meaningful brand interactions.

Remember, the best first steps of a successful experiential marketing campaign are to establish goals and a quantifiable scale of measurement.

After this, it’s just a matter of choosing the right tools to capture your measurements. This will allow you to measure the campaign’s ROI and determine what parts of the campaign you should change and keep for next time.

 

Many aren’t yet old enough to vote, but Gen Z consumers wield a mighty economic sword. Savvy brands are onto the reality that this new generation is becoming the developed world’s largest-ever generation of consumers. Market researchers have announced astonishingly high buying-power numbers for Gen Z — as in $143 billion in direct spending (according to January 2018 Barkley study), with another few hundred or so billion in influencer spending. In other words, Gen Zers have enormous influence over how their parents and peers spend money, more so than any previous generation. Gen Zers are also demanding different attributes from the brands they are willing to support, so it is essential to know how to market to them.

Who is Gen Z?

Most market researchers identify Gen Zers as the group born roughly between 1997 and 2012. Some researchers, including Barkley, prefer the name Pivotal Generation since it better defines how this generation is pivoting away from common attitudes and behaviors of the preceding Millennial Generation. According to a 2020 Pew Research Center study, they are also the most racially and ethnically diverse generation ever, with roughly 25% being Hispanic, 14% black, 6% Asian, 5% other, and only 52% white. In addition, a 2019 Barkley study found this generation is more interested in global trends and issues, connecting with others around the world via social media and apps like Skype.

Characteristics of Gen Z: The duality generation

Ironically, in some ways, Gen Zers have more in common with baby boomers and Generation X than millennials. Like these two older generations, the 2019 Barkley study found that Gen Zers tend to demonstrate more conservative views regarding personal responsibility, dependability, work ethic, finances, and independence. However, they are more liberal and open-minded than any previous generation regarding social issues such as human rights and race, gender, and LGBTQ equality (per the 2020 Pew Research study). So, while these young consumers hold “old-school” values such as financial independence, education, and personal responsibility, they also hold progressive, non-conformist beliefs — and they aren’t afraid to speak out against brands that fail to authentically support issues important to them.

Top things to know about marketing to Gen Z 

Gen Z grew up with Google and online apps and they’ve become masters at instantly sorting through the deluge of information they receive. They tune out traditional advertising. Marketing to them requires a different approach than previous generations, so understanding these following attributes will help you connect with them.

1. Gen Z lives online. They have short attention spans, so your messages must be brief and catchy — short-form videos with music, visual effects, and overlays are king. The 2019 Berkley study also found that these young consumers also operate in FOMO (fear of missing out) mode, so using time-sensitive posts such as the Stories feature on Instagram, Snapchat and Facebook often engage them. They use each social media app differently, so your online messaging approach needs to fit each platform. For example, they tend to use YouTube for entertainment and product information, Twitter for news, Snapchat for creativity and communication, and Instagram to showcase their aspirations. Regardless of which platform you use, be respectful of their privacy and ask permission before you contact them or share their data.
2. Gen Z needs opportunities for engagement and personalization. These young consumers want to tap, swipe, or click on something, so interactive features such as quick polls, questions, or contests in your social media advertising allow them to participate. Provide opportunities for feedback and respond quickly to positive and negative feedback. Having a rewards program to text or email instant discount codes and freebies is another way to connect. Best of all, provide opportunities for them to experience your brand in an experiential marketing campaign such as product sampling and pop-up events. Make your experience spontaneous and delightful so participants will naturally want to snap and share hashtagged selfies of their interactions with your brand. Last, allow them to contribute ideas for product design and co-creation.
3. Gen Z values authenticity and uniqueness. Gen Z seeks brand-name products that make them feel unique and help them create individualized fashion styles. They are more accepting of non-traditional beauty ideals and prefer to see realistic portrayals from advertisers and celebrities, according to the 2019 Barkley study. To connect with them, avoid hiring paid actors or “perfect-looking” celebrities and instead work with micro-influencers on social media (someone with 1,000 to 100,000 followers). Another excellent strategy is to work with in-person influencers on college campuses, concerts, and extreme sports events.
4. Gen Z cares about social responsibility and positive change. Gen Z cares deeply about racial, gender and LGBTQ equality, the 2019 Barkley study and many other studies have revealed. They will not hesitate to slaughter a brand on social media that embraces a cause inauthentically or refuses to take a stand against inequalities. Their global connectivity and instant online access to information have made them more aware of global, national, and local inequalities compared to previous generations. As consumers, Gen Z leverage that information when making decisions about which brands to support. If you haven’t already engaged in cause marketing (partnering with a nonprofit), it’s time to do so.
5. Gen Z engages with brands they find ethical. Again, thanks to their ability to access information, these young consumers can often find out where, with what, and how things are made. If a company claims to be “green” or supports diversity but can’t transparently demonstrate its stated principles, Gen Z may turn its back. Gen Z sees a brand as a whole and doesn’t distinguish between owners, partners, distributors and suppliers. The takeaway here is that even if your brand behaves ethically, you could still lose Gen Z support if any link in your network appears not to do so.

When it comes to experiential marketing, there’s a major unifying factor amongst your potential and current customers alike: that little piece of technology that nearly everyone carries around in their pockets or purses.

By successfully incorporating the cell phone into your campaign, you allow consumers a more personalized interaction with your brand.

You also take advantage of the perfect avenue through which consumers can help you advertise your event.

With this mobile aspect of your marketing campaign, you can:

• Get yourself on apps
• Send text messages
• Encourage participants to share
• Give them access to links with more information

Phones are not a new addition to the marketing game, so think creatively and find as many ways as possible to use phones in marketing.

QR Codes

QR codes connect users to a web page quickly and seamlessly. Users scan the code and are brought to a specific web page, which could be a product page or your company’s homepage.

You can use these to direct users to exactly where they can buy or discover more about your products. You can show them comparisons to prices or costs of other brands.

They could take the users to further interactions with your campaign, or allow them to “like” your brand’s Facebook page. Use the QR code to streamline the user’s experience with your brand.

Another important part of experiential marketing campaigns is gathering consumer feedback.

You can use a QR code to direct users to a quick survey for feedback about their experiences at your event. This feedback can be used to assist you in measuring the ROI of the campaign.

Location-Based Marketing

Many smartphone users are looking to their phones for extremely location-specific information. Link the marketing of your experiential campaign to location-based search keywords.

Send your event information to local online publications like community newsletters and local blogs.

Use these online venues to reach out to people in the area, so that the community knows your event is coming. Thismakes it easier for them to reach out to others and help you promote your own event.

Text Offers

You can also offer to send users the latest offers for your brand through text message. Your texts can publicize events and sales concisely, offer discounts or request a short customer survey.

Remember that consumers don’t always give out their phone numbers easily, so strong incentives can help.

Augmented Reality Apps

Augmented reality adds some tech to reality. It takes what’s there in front of users and combines that with something virtual.

An augmented reality component with cell phones can be a unique way to get your audience to participate in your marketing campaign.

Create the most effective experiential marketing campaign today by using your consumers’ cellular devices. Use these methods and put your own creative spin on them.

The first step to attracting and retaining customers is meeting them where they are and demonstrating you understand their needs. So much of our marketing efforts focus on the seemingly relentless quest to attract new customers to our brand. We strive to offer exciting new products and services and chase industry trends. We create fabulous experiential marketing campaigns to engage with consumers.

However, if we fail to understand our target audience’s needs, we miss opportunities to attract and engage with customers. This goes for existing and former customers too. Sometimes we assume we know what our current customers want because they’ve already bought from us — big mistake. We want to evaluate their needs regularly to keep them coming back because needs can change. So, let’s explore customer needs and why it’s essential to understand them.

What Are Customer Needs?

Customer needs are the problems, challenges, goals or desires consumers want to solve. Needs motivate consumers to purchase a product or service. Customer-centric companies understand that meeting customer needs and exceeding their expectations is the key to their success. If your products or services don’t fulfill your target audience’s needs and wants, they will spend their money elsewhere.

Needs can be categorized as product or service needs. Often, consumers make a purchasing decision based on having multiple needs met. They’re also likely to share with others how your brand met (or failed to meet) their needs.

Product Needs

Product needs refer to how well your product or service functions.

• Price: Customers generally make purchases that fit within their budgets. In other words, consumers must feel your prices are affordable. If your product or service costs more than the customer is willing to spend, you’re not meeting that customer’s need to stay within their budget.
• Effectiveness/functionality: Your product or service needs to “do the job” or solve the problem efficiently and effectively. It must do what it’s advertised to do.
• Reliability: You can produce an excellent product, but it won’t matter if it repeatedly fails or breaks. The last thing you want is your product or service to delight your customer for a brief time, then anger them when they can no longer use it.
• Experience: Using your product or service should be a seamless, pleasant experience. If learning to use your product or service is time-consuming, frustrating or uncomfortable, your customer likely won’t buy again — and may tell others to avoid you.

Service Needs

Service needs involve how your customers feel about your brand and their interactions with it. You can have the best product or service in your industry, but if your customers don’t feel valued, you risk losing them and them sharing their negative experiences with others. Many consumers place as much value on the customer service they receive as they do on products, especially when they can get comparable products from a competitor.

We’ve all experienced poor customer service. We’ve waited endless minutes on hold to speak with someone, been rerouted to multiple automated responses (or people), agents failed to understand our problem or lacked the knowledge to solve it. We’ve encountered indifference, incompetence, language challenges — the list goes on.

• Empathy: When a customer experiences an issue, it is absolutely essential they feel understood — and that their issue will be resolved quickly. A Statista study showed that between 40 and 54% of Americans stopped doing business with a company due to poor customer service.
• Transparency: We live in an era of distrust due to data breaches, privacy concerns, fake news and false reviews. As a result, consumers are finding it harder to trust what they see and hear. They want more transparency and honesty when changes occur or problems arise. A Sprout Social study found that 86% of Americans believe transparency from a business is more important than ever before, especially on social media.
• Accessibility: Customers need to be able to find and access your customer support teams easily and quickly. They need more than one channel such as live chat, email, immediate phone support and automatic callbacks.
• Fairness: Customers must perceive that your business’ pricing, return policies, service contract details and more are fair.

Customers’ Needs Can Change

Sometimes it’s inevitable that we’ll lose customers as their needs change. For example, families’ needs change as their children move from infants needing diapers to school-age children needing sports equipment to teens wanting the latest, greatest tech gadgets and trendy clothing. Similarly, a startup might only need basic accounting services at first and then payroll and benefits processing as they grow.

One strategy to address changing needs is to evolve your offerings to match their needs. This isn’t always feasible but is certainly worth consideration depending on your products and services. Anticipate what they’ll need next — it could be a newer, larger, more sophisticated product or service — or maybe a smaller one.

Next Steps: How to Identify Customer Needs

Now we have a better understanding of our customers’ types of needs, so the next question is how to determine what those needs are. Hint: ask them. Conducting focus groups, using surveys, “listening” on social media, seeking feedback from frontline employees and doing keyword research are some of the ways to gather information to help you understand your customer’s needs.

Experiential Marketing can entail a wide array of methods to create an authentic, positive and unforgettable customer connection to your brand. And one way to create a memorable consumer experience is to launch a pop up event. A pop up, or a temporary retail space, is a fun way to introduce potential consumers to your company, and your products or service. Pop up events are a great vehicle for:

• testing new products or locations
• spreading the word about your company
• finding a budget-friendly way to enhance your exposure

So how do pop up events work, and what do you need to know to ensure your pop up is successful? Here’s a quick introduction to this trending option for experiential marketing.

A Primer on Pop-Up Events

What type of business benefits from a pop up event?

All kinds of companies can enhance their exposure with a pop up! Renting a space for a short-term time period is inexpensive and readily available at multiple locales in almost every corner of the country. From restaurants to retailers, service providers to consulting services, pop-up events are for any sized business. So long as you can identify a locale where your customers tend to congregate, a pop up can boost your marketing game.

What helps make a pop up event a success?

Every company is different when it comes to optimal marketing strategies. And the key is to find that perfect combination of the right venue, logistics, technology, and element of surprise to draw customers in. At MOGXP, we’re experts at identifying pop up opportunities to maximize your efforts.

What are the benefits of a pop up?

One of the best aspects of a pop up is that companies often see a high rate of return for a minimal investment. Because you are only renting a small space for a short period of time, the costs involved to host a pop up are generally low.Conversely, the amount of exposure and sales you can generate with a pop up is enticing. Pop ups encourage impulse buying, simply because they are temporary.

Making Pop-Up Events Great for Experiential Marketing

As easy as they seem on cost and commitment, a lot of strategy goes into planning a pop up event that attracts a crowd.

Consider these helpful tips on initial strategies for success with your upcoming pop up.

Offer something different

According to recent research, pop ups are currently a $10 billion dollar industry in the U.S. But as the popularity of pop ups grows, so do customers’ expectations. Modern consumers expect something that goes beyond a brick-and-mortar store experience at a pop up. So make sure you have something extra special to offer! Product samples, one-on-one consultations, and interactive experiences are all good starts.

Location, location, location

A successful pop up is dependent on a great location. You want your pop up to be somewhere where there’s plenty of foot traffic, but also where you’d find your ideal consumer. Think of your target demographic and market, and where your customers may congregate. From shopping malls, to farmers markets, to local college campuses, uncovering where your customers are located is the first step in attracting a crowd.

Think about timing

Finding that perfect timing for a pop up can entail a lot of factors. For example, you may want to catch the professional crowd before or after they leave the office. Or you may want to garner the attention of Millennials when they can spend some time discovering what you have to offer. Think about your demographic’s typical daily schedule, and go from there. With the right combination of location and timing, you’ll boost your pop up’s success.

Spread the word!

While a big part of the appeal of a pop up is the surprise factor, you want to generate a lot of buzz before your event so that customers can find you. Use social media, email campaigns, online advertising, press releases, and other tools to spread the word. And don’t forget to target your current customer base! The customers who already love and use your products are one of your best, free resources. As a result, they’ll help you attract new consumers.