MAXIMIZING YOUR POP-UP EXPERIENCE LIKE A SUPER BOWL CHAMP
February 5, 2016
Although the here today- gone tomorrow aspect of a pop-up can make the crowd feel like it was put together spontaneously, producing an activation requires grit, sweat and hustle. Rather than having your efforts sidelined, read below for a play-by-play on what you can learn from the football pros as you “bring you’re A-game.”
1) What is your end Goal?
Before you get your head in the game, you should know what you are playing for. Do you want to improve brand awareness? Or, is this a sales or inventory push? Clarifying and prioritizing your goals will help you to create a maximum efficiency in the pop-up model.
Once you have this goal in mind, commit to carrying out that play! If your priority is to increase brand awareness, don’t stress the sales numbers! Rather, monitor your mentions through Google Alerts, track your website traffic through Google Analytics, and subscribe to Iconosquare to analyze your Instagram metrics.
2) Determine Who Your Competition Is
In football, jerseys make identifying your opponent very simple. In business, you probably have more than one competitor, and you may even be unaware of others. Doing your homework can go a long way. Study up on pop-up shops and events that were recently popular in your area. Where exactly were they located? What kinds of people came? What types of activations did they run? Determine your strengths and weaknesses in comparison to this competitor, and use them to guide changes.
3) Come With A Game Plan
Be prepared to tackle the follow:
- Does the space you are renting have Wifi? If not, have you set that up?
- Are you OK’d with permits and Liability insurance, which comes with you Storefront bookings.
- Do you know the noise restrictions/ curfew times?
- Do you have signage that shares the hours of operation?
- Did you account for extra slack time for your deliveries, just in case?
- Do you have speakers for playing music? (Shopping in silent is..odd)
Details like this seem minor until you slip up and fumble them on opening day. Be detail and solution-oriented. Problems will inevitably arise, but having plans and back- up plans leaves you significantly more prepared for them.
4. Encourage Your Team
There is no “I” in “team”! If your teammates are feeling overworked or unsupported, this will have disastrous effects on productivity and cause tension in the activation. Encouraging your team can mean anything from giving praise when it is due, to bringing donuts to the shop every once in awhile to make your team feel acknowledged. Your sales team’s good vibes can translate into a happy and satisfied customer experience.
5) Keep Score
Numbers and metrics may seem tedious and boring, but they are critical to understanding your project’s progress and adapting to change in the market and clientele. There are really simple ways to collect this data, such as using a door-counter to measure foot traffic, or using social media metrics to count how many times people access your posts. This is very helpful in determining in real time what promotional techniques have or haven’t been successful, so that you can implement changes quickly. For example, if you discover that you’re getting more traffic than you expected near closing time on Sundays, you should explore the idea of staying open an hour later.
As we’ve discussed, there is a great deal of overlap between football and your pop-up business. Both require planning, preparation and good old-fashioned teamwork to reach goals, glory and an entertaining experience. Keep your head in the game and you’re and shoo-in for success!