Your client putting up a pop-up store

If you’ve done any holiday shopping over the past two weeks, you’ve probably noticed a pop-up shop, or a store that’s set up for only a few weeks, usually in a vacant storefront.

Pop-ups are most common during the holidays, though they can be executed at any time of year, including back-to-school season or before a big product rollout.

Some advertisers use pop-ups to drive seasonal sales, particularly during the holidays, but their greater purpose is serving as advertising. A pop-up store with a good location will drive brand awareness, gain social media buzz, or generate press coverage.

To find out how to get your client using pop-ups, read on.

This is one in a Media Life series on buying out-of-home venues. They appear weekly.

Fast Facts

What

Advertising using pop-up shops.

Who

Most out-of-home agencies with guerrilla and street team capabilities can help organize and execute a pop-up.

How it works

Location is really the key to a pop-up store. You need a location with a lot of foot traffic.

Advertisers looking for sheer numbers may choose a popular location like New York’s Times Square, while others may prefer a locale aimed at a target demographic, such as an upscale shopping mall.

The advertiser’s budget determines the size of the space, how long they rent it for, and how many employees work there. Most pop-ups are set up in storefronts that have been empty for so long the owners don’t mind renting them out on a short-term basis.

For prime real estate, owners may charge premium pricing, especially during the holidays.

Last week in New York’s Chelsea Market, TNT set up a pop-up to promote the new 1940s gangster miniseries “Mob City.” The shop, which recreated the look and feel of the era when the series is set, offered free shoe shines and hot shaves.

The network also sold vintage-style clothing and novelty items at the pop-up.

Pop-ups can also be used as an event space. For example, a beer brand might sponsor a pop-up that hosts invitation-only product samplings.

Sometimes a bit of luck can give a pop-up extra exposure. Without a special invitation, TV host Kelly Ripa dropped by a recent pop-up for Cheeses of France, and enjoyed herself so much that she opened the next morning’s episode of “Live! With Kelly and Michael” by talking about the experience.

Markets

Pop-ups can be executed in any major market, but they’re most common in top markets such as New York, Los Angeles, Chicago, San Francisco and Miami.

Numbers

Foot traffic at a pop-up varies depending on the market, location and size of the venue.

For one of its recent pop-ups in a 4,500 square foot venue, Cheeses of France drew more than 2,000 people per day.

How it is measured

Pop-ups can be measured based on foot traffic, actual sales, calls-to-action such as web site visits or coupon redemption, number of samples distributed or number of media mentions.

What product categories work well

Recent or current pop-up advertisers include travel/tourism, consumer packaged goods, electronics, telecom, retail, entertainment (TV/movies/music), magazines and fashion/apparel.

Demographics

Pop-ups can target specific demographics by selecting a location where they’re likely to find the target audience.

For example, a brand looking for upscale shoppers might set up on Fifth Avenue in New York, while a brand targeting art lovers might choose an arts/theater district.

Making the buy

Typical lead time is six to eight weeks, but it can vary based on how complex the installation is.

Pricing depends on a number of factors, but a one-day pop-up in New York might start at $65,000 and go up from there.

Who’s already used pop-ups

Current or recent brands that have used pop-ups include TNT, Cheeses of France, Intel, Wired, Illy, Disney, Target, Beck’s, Newegg, Amazon, Kanye West and Men’s Journal.

What they’re saying

“There is such an array of possibilities. The number one thing is it’s something different. If done correctly, it can really speak for your brand and make an impression on potential brand advocates.” — Joe Mastrocovi, president at Moderne Communications.

Tags: how to start a pop-up, OOH, ooh advertising, out of home, out of home advertising, pop-up stores, pop-ups