Pop-up stores

key takeaways

1. pop ups are another tool in the ephemeral marketing toolkit 2. brand activation is the goal products are made in a factory but brands are created in the mind

What are they?

A temporary retail space, objective to close quickly Quickly open and close anywhere from 1 day to months later

Some benefits

BRAND ACTIVATION BENEFITS 1. create an ephemeral retail experience 2. generate buzz 3. gain access to influencers TESTING 4. test retail coverage 5. test products 6. test locations 7. offer seasonal items 8. sell off excess inventory 9. create temporary presence in high rent areas

Research insights

Definition: experiential marketing, surprise and exclusivity, designed to engage Locations: high traffic, innovative, access to new consumer base for brand (test) Objective: produce demand rather than revenue - not bottom line P and L Promotion: create awareness and buzz through WOM, guerilla mktg, social networking Global: explore expansion into new foreign country, pre entry

Growing trend for ephemeral marketing (temporary, short lived)

key tool = pop up stores

cliffside shop

pop up on the rock wall