Analyze and optimize: How to apply performance-oriented marketing techniques to your pop-ups store and gear it tot he target group.
One thing is certain: A pop-up store without customers is pointless. Marketing your pop-up store in the right way is essential to pique your future customers curiosity. Whether as an individual result or as part of a greater campaign: Within your budget planning you need to develop an appropriate strategy for marketing and PR. Don’t wait for your customers’ interest to come knocking first.
While your pop-ups’ PR should primarily endeavor media attention and good relationships with bloggers, editors and other opinion leaders, and therefore follows either relative or strategic aims, marketing is a matter of customer acquisition and loyalty. Why should they be interested in your store? Start projecting how to reach and involve your target group early within your pop-up planning.
Especially online marketing offers various techniques to measure and optimize your success with. The correspondent campaigns should contain a solid objective as a basic concept and amend your company’s other sales activities. Which online marketing channels can help to accost potential clients and which ones are you already using?
If you want deal retail, market spaces like DaWanda and Etsy may facilitate a swift launch. Yet from a certain degree of professionalization on, a preeminent online presence is indispensable, at best providing its own online shop. Even with only a little IT experience: These days, building a web page is not a marvel anymore and you will find enough providers to assist you preparing your individual web presence. Web pages are often overlooked as marketing instruments, although they make for pretty damn good ad spaces, e.g. promoting a given pop-up event by placing a banner ad or installing a landing page. Quite apart from that, SEO-relevant content can be put in place here.
Speaking of SEO
Your company’s online visibility through search engine optimization is not only elevated by technical aspects or relevant content. Of course, social networks like Facebook, Twitter, Instagram, Snapchat and/or Pinterest are essential to entertain your community and to excite social signals from up here, which will be factored in the ranking aswell. Get into long-standing touch with your fans and followers chatting about your pop-up. Make sure to tag all your posts using a catchy hashtag that is as precise as it is beguiling. This hashtag will furthermore help to retrace your range of influence. Create recognizable graphical material with your store’s details and which shows your corporate identity and can be used for several channels. Open a Facebook event for your pop-up and invite all your follower to join in. As soon as they spread your idea, you should thank them with a like or a nice comment. Also, you could offer them an exclusive promo code or raffle off an attractive prize amongst all those helping to increase your extended reach – be it a picture they posted with your product or by tagging and inviting their friends or even by registering for your newsletter.
Are you an already established brand an own a list of people, who agreed to be informed about your latest news via email? Use it for your pop-up store. Take your time for a convincing subject header. It determines whether people are going to open your email or rather chose to ignore it. Make it personal. The newsletter should be clearly arranged. Content and design should correspond to your target group. If you are not linking to a certain product within your online shop, you better create a landing page that corresponds with your newsletter. In doing so, the customers will recognize the mail contents, get their bearings immediately and tend to follow the other click callings. Even newsletter marketing stocks great tools and services you can resort to and which will lighten the return flow’s evaluation.
In case you don’t have a mailing list yet, use your pop-up store to set one up. After all, you are looking to build a long-lasting customer relationship that won’t end with your store’s pop-down. Collect email addresses using a newsletter sign up list – discount codes and other privileges serve as an attractive thank-you gift. Offer a warm welcome to all new subscribers. Pay attention to user friendliness, by way of example you could visibly configure the log-in and log-off buttons helps to build confidence with the clients. Collecting data might seem tempting, yet name and email address are absolutely sufficient for your purpose.
Besides online marketing, old fashioned advertising like guerilla marketing actions and prize competitions also bear attraction. You can plaster your neighborhood or even specific spots with charmingly designed posters and distribute flyer at events you render relevant. No matter what: If you go public with printed matters, make sure you stick to a consistent corporate design with a high recognition value that matches your brand.
Analyze and Optimize
Your marketing endeavors should not end with your store opening. Still keep analyzing your conclusions at run time and be flexible enough to adapt your strategy. A performance measurement is not as feasible offline, but yet as important: How many visitors does your store count? How many passer-bys do you attract and how many oft hem can be lured into you store via concerted actions? How much and what exactly will be sold on-site? – Those are valuable data, since they deliver immediate feedback and tell you where to potentially twiddle the knobs a bit, so your pop-up won’t end up an empty space.
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