Surprise, astonish, make people smile, hold attention and of course generate buzz… such is the ambition of pop-up shops, trade shows and “new generation” street marketing. And why not your business!
The boom in pop-up stores
Ephemeral stores, pop-up stores or pop-up shops actually represent a fairly simple marketing concept. These are points of sale open for a short period of time, unlike traditional stores. These new types of businesses attract the curious and are booming in major cities in France. The objective of the technique? Celebrate a company highlight, test a catchment area before moving there, announce a product launch or sell off stocks. It allows you to increase your notoriety since it arouses the desire of the media who are keen on this new method of distribution.
The press and social media impact following their implementation is often significant and nothing prevents you from relaunching a second operation if successful. The reduced costs linked to the limited period and the furniture often provided by the brand as well as the duration of commitment can also appeal to more than one entrepreneur. Pop-up stores also prevent you from experiencing seasonality. Finally, physical presence represents a good way to get closer to your customers, particularly for e-commerce sites and D2C (Direct-to-Consumer) players. This technique constitutes an excellent way to test your sales methods and to hone your pitch on a new line of products to your customers.
To mark the major cultural outings and pop culture events of recent months, major brands and entertainment giants have opened immersive pop-up stores in several multiplexes and shopping centers in Île-de-France and regional cities, where fans found a whole host of interactive experiences, exclusive goodies and collector’s merchandise.
– Mistakes not to make
“Temporary” doesn’t mean you don’t have to prepare anything. On the contrary, the success of a pop-up store requires intense preparation upstream so as not to miss the boat. Indeed, if you only have a few days to take on, you also only have a few days to succeed. Before getting started, you must first have defined your objectives according to your expectations. You will also need to prepare your communication, social activation and press relations strategy, whether to attract numerous consumers or simply the media themselves.
For this event to be a success, you will often need to give yourself the means to achieve it and carefully calculate all of your costs. Your sales teams will also have little time to be trained. Choosing a location suitable for your business also represents an essential step because you will have to determine the opening hours and days to make the operation as profitable as possible. Finally, it will be necessary to check that the positioning of the brand remains in line with your customers.
Presence at trade shows
Participating in a trade show requires preparation. It’s not just about sending a team member with a kakemono to ensure your trade show is a success. Remember that if you can participate as an exhibitor, being a visitor can also bring you success. Whether as a visitor or as an exhibitor, you must first target the trade shows at which you need to be present. There are numerous trade fairs of all kinds in France: specialized by profession, focused on new technologies, AI and emerging trends, or even more general trade fairs. First define your target then make your choice based on the number of visitors and the duration of the event because you will need to mobilize part of your team.
Don’t just think about meeting your customers, exhibitors can also become excellent partners! Once you have chosen the living room of your dreams, the preparation begins. Do not hesitate to list the exhibitors, workshops, conferences that interest you in advance and classify them by priority. Plan everything per day in detail and plan periods of rest that will allow you to take a breather. Also divide your day if necessary according to your activities, for example devoting your mornings to participating in workshops and your afternoons to business development. Do not hesitate to arrange meetings with other exhibiting companies via the show applications as it will be more difficult to do so on the big day.
– Mistakes not to make
Don’t forget to count all costs such as team catering, transport, possibly accommodation, but also necessary equipment. Participating in a trade show represents a financial costier and a significant cost in time whether for the visitor or the exhibitort. It will therefore be difficult for you to participate in all the shows. Define your objectives whether in terms of acquisitionon contacts, sales… because you will need to be able to measure areas for improvement during your next participation. Essential element: don’t forget your business cards (physical or QR codes / NFC) as well as presentation documents for your company to distribute without moderation.
“New generation” Street marketing
Basically, a street marketing operation consists of distributing flyers which must be well prepared so that they are not thrown away. Numerous operations of this type have caused a stir in the media. and on social networks. You should not believe that it is because you have decided to carry out a street marketing operation that everyone is just waiting for you! To retain attention, you need to attract customers by surprising them.renant. Consumers remain big children who always wonder what happens when an animation is set up. And when it comes to creativity, you are spoiled for choice.
Interactive screens, augmented reality and surprise effect
Brands are doubling their inventiveness by installing very specific bus shelters and street furniture. Thanks to real-time augmented reality, spatialized 3D display and dynamic interactive screens, a simple window or bus shelter poster is transformed to bring out spectacular elements integrated into the street. These animations instantly captivate passers-by who, once the surprise has passed, discover the brand’s message.
Misappropriation of street furniture and guerrilla marketing
Another solution is to divert street furniture. Brands regularly transform everyday elements (restyled pedestrian crossings, customized public benches, giant installations) to stand out from competitors in public spaces. “Guerrilla marketing” is also a powerful street marketing tool. This is a hard-hitting action carried out in the street. Final advice, think about creative flocking of your automobile or soft mobility fleet (cargo bikes, scooters), which can give you great local visibility at a lower cost.
Useful and immersive installations
For their part, major sports and well-being brands are increasing their partnerships with urban advertising agencies, based on the observation that waiting in transport is often passive. They imagine useful and interactive bus shelters, transforming waiting into an impromptu coaching or fitness session. The objective: to offer the possibility to any passerby to take advantage of their time to move, perfectly illustrating the concept according to which the entire city becomes a playground and training ground.
– Mistakes not to make
Don’t forget that your operation must remain in good standing with the town hall or prefecture, which must be notified in advance. Furthermore, your event must not disturb public order, obstruct traffic or damage urban equipment.
