Sometimes a fashion look manages to make the leap from trend to wardrobe staple – something that can be updated with different accessories or details to make it modern — while the essence remains the same. Witness the prediction of fashionistas, both amateur and pro, that the once maligned skinny jean have transcended their 80’s heritage and will continue to be with us for a long time to come.
As engagement marketing mavens, we’d like to make a similar pronouncement about an experiential marketing device whose impermanent nature is the very thing that makes it a critical tool in the arsenal of any brand looking to make a standout connection with its consumers: the pop-up store.
Whether built for sales, content, new product introductions or all three, pop-up shops offer full brand immersion for consumers and, when implemented strategically, can be a powerful tool to:
- drive press coverage
- host private influencer and VIP events
- serve as a hub for social media
- act as a living billboard for passerby traffic
Grow has created pop-up experiences for a range of brands and audiences, including EA Sports Active, Wonderbra and Intuit that drove buzz, press coverage and over-delivered on key program metrics.
In the age of social media it is more critical than ever to deliver real-world experiences and engagement to fuel conversations, both on– and off-line. Consider that Frito-Lay recently broke a record for the most “likes” garnered by a brand in 24 hours on Facebook – a whopping 1.5mm — which was fueled by a five-day live event in NYC that brought the brand’s test kitchen to life. Read about it in Promo here.
Want your customers to fall in love (or “like”) with your brand again? Let’s pop it up!