Why Pop-up Events Are Essential for Brands Now

Over the years, pop-up events have grown in popularity, and now almost every brand is doing it, but why?

In 1997, the first pop-up was a retail brand called The Ritual Expo by Patrick Courrielche in Los Angeles.

The event blended food, music, and fashion to make a fun one-day event that would bring consumers to a unique and fun experience that would leave them with a positive outlook on the brand.

After this took place, brands started having their own pop-up events, and it slowly became a trend. It is now the thing that allows brands to connect with consumers face to face.

Brands saw this as an opportunity to create something that is short-term and turn it into an experience that is highly shareable, that will create brand awareness.

What are Pop-up Events, And What Are Some Different Types of Pop-ups?

Pop-up events are a short-term gathering that lets consumers have an experience for a limited time; they are often in major cities like New York or Los Angeles.

The intention behind it is to focus on engaging with the consumers rather than trying to sell them a product. The event is usually at a unique space that showcases unique entertainment so that the experience can be sharable.

Pop-up events usually last a few hours, but then there are pop-up shops. Pop-up shops are when a brand temporarily sets up in a retail spot for a limited time, more than likely it will be for a few months. Pop-up shops allow a brand to test out markets to see if the space is worth committing to long term.

Another pop-up concept that is similar to pop-up shops are pop-up restaurants. It is very similar to a pop-up shop, the restaurant is testing the waters and seeing if they would be successful in the space.

Some restaurants even create further online buzz by having a rotation of pop-up chefs, where for a limited time, it will be a rotating chef and menu.

Are Pop-up Events Really Worth it for Brands, What Are Some Benefits?

Pop-up events are effective for brands; if the brand is doing it right then a pop-up event will be beneficial for them. Pop-up events allow a brand to connect with a consumer face-to-face which allows a brand to make a genuine connection with their audience.

The event will leave the consumer with a positive outlook on the brand and an unforgettable experience, this will drive brand loyalty.

A major component of a pop-up event is cost. It will definitely not be cheap, but it will be cost-effective in the long run. Having a temporary event is less of an investment than having a large scale event or even a permanent retail store.

This allows the brand to be flexible in budget, which gives the brand an opportunity to be even more creative for the pop-up event.

A major benefit a brand will see after a pop-up event is brand awareness. More than likely, if a brand is providing a unique hands-on experience this will cause shareable experiences that will be all over social media and create buzz online.

Experiences are shared on social media, highlighting the event, and will bring brand awareness by reaching far beyond the physical location.

Having a combination of brand loyalty, brand awareness, and cost effectiveness will leave the brand better off, making it worth it for brands to implement pop-up events in their brand strategy.

How Can a Brand Do a Pop-up Event Right?

A great pop-up event needs to be shareable, and the space needs to be aesthetic. If the space is cute and aesthetic, this will drive people to make content in the space. This will create online buzz on social media and cause people to have major FOMO (fear of missing out).

Along with the space, the location needs to align with the target audience so that the brand knows for a fact that they will have a good turn out.

Another way a pop-up event can be shareable is with the experience aspect. You can create a memorable experience not only with an aesthetic space, but in other ways as well.

Easy ways to make a pop-up event memorable are through entertainment, food, and making sure that everyone attending is leaving with a keepsake. For example, Guess Jeans pop-up events usually include an activity where guests can customize one of their products, like a pair of jeans or a hat.

When it comes to a good turnout, the brand should have a mix of influencers and local consumers. Inviting influencers is crucial because their content will reach more people, but having a mix of local consumers allows the brand to make that actual, genuine connection with fans that will create an authentic community connection atmosphere.

Recent Pop-up Events, And Why They Were Successful

OUAI recently built a giant shower in New York City to promote one of their new products they are launching. This was a two-day event where consumers are invited to sample their new product and have the giant shower be an immersive photo op.

OUAI's pop-up event was successful because it was unique, sharable, and it left consumers with a keepsake and an experience they will not forget.

Bath and Body Works celebrated their new collaboration with Vera Bradley by having a mobile bus tour for a weekend in New York City.

The pop-up event included music, refreshments, and interactive stations that allowed the consumer to experience the new line of products.

Bath and Body Works's pop-up event was successful because it was an unforgettable experience and led to shareable moments that would bring the new collaboration social media buzz.

The Ordinary is also on a pop-up event tour that will be in major cities, it is currently creating social media buzz due to the fact that the brand made a mock up grocery store highlighting unique names and overly priced items that can be found in a grocery store to showcase that when it comes to beauty, paying into hype is not the way to go but focusing on the right ingredients is.

Key-Takeaways

In summary, pop-up events are a way a brand can make an authentic connection with a consumer. If the brand makes the event shareable and a great experience, it will leave them with more brand awareness and even lead to brand loyalty.

Pop-up events are worth it and beneficial, and it is something that is essential for brands now.

🪽 Written by Sophia DeSantiago