How to Promote a Pop-Up Shop

Key takeaways

Foot traffic is a bonus, not a strategy: put real systems in place to drive people to your pop-up.
Combine online promotion (social, PPC, email, influencers) with offline tactics (press, publicists, word of mouth).
Partnerships and brand collaborations extend your reach at little to no cost.
Track visitors, social mentions, media hits, and post-event sales to measure success.

Good ideas often get tucked away in the dark recesses of our mental hard drives, filed in the folders of "things I will do someday" and "if I had a million dollars I would." Pop Up stores are the essence of enterprising entrepreneurial opportunities, and they are the perfect option for dreamers who are doers.

Pop Up stores are low-risk retail establishments with a built-in expiration date. If you have a business or product idea you want to test out or a brand you want to embolden, these options are way more affordable than a brick-and-mortar store. They also come with a lot less red tape, such as frustrating leases and unpleasant landlords. Above all, they're a lot more fun: Pop Up stores are designed to create a buzz, stir the imagination of potential customers, and be an experience.

Parasol Pop Ups are strategically located in NYC at prime intersections of coolness and commerce. The key to remember is that walk-ins via high foot traffic are a bonus. To make this a meaningful marketing endeavor, you need to ensure you have the right systems in place to drive traffic to your Pop Up. Here is a list of quick tips we think will help make your Pop Up truly pop.

Leverage Partnerships

Don't go it alone: strength comes in numbers. Reach out to similarly-spirited brands and local organizations to bolster your Pop Up's visibility. Offer cross-pollination options to sweeten the deal.

Focus on Both On- and Offline Promotion

Online methods: social media posts, PPC ads, email newsletters, posts to media outlets (Patch.com, Nextdoor), and influencer engagements.
Offline methods: reach out to local or regional newspapers, hire a publicist, stir up word-of-mouth buzz, launch SMS campaigns (if you have an existing customer list with numbers), or go old-school with fliers.

Collaborate with Influencers or Adjacent Brands

Sometimes this can be as simple as a direct message and an exchange of a free product. Take a chance on a simple request: you never know until you ask!

Ways to Measure Success

The number of visitors is a key KPI.
Number and types of social media mentions identified on relevant platforms.
Number of media hits and website visitors after a Pop Up.
Increase in sales or brand recognition post-Pop Up.

Conclusion

The Pop Up phenomenon has become a potent marketing tool in modern retail culture. A brand can Pop Up for a short time with an exciting immersive experience, bolster visibility and/or sales, and then duck back online and enjoy an influx of business. Parasol Projects is an all-in partner, there for you when you need to amplify brand awareness, test out a product, or reach new customers. With our resources and these tips, you should enjoy success beyond your temporary establishment. Remember, Pop Ups may be fleeting, but their impact should be long-lasting.

Ready to bring your idea into the real world? Explore our spaces or get in touch with the Parasol Projects team.