What Can Pop-Up Promotions do for Your Business?

Building a brand that people recognise is always tough for small businesses and start-ups. You can do as much as you like online but without some level of brand awareness, all of your other marketing channels could come to nothing. Print ads, AdWords, Facebook and direct marketing, all of them can be overlooked and even missed completely unless a recognisable name or a logo jumps out at the reader. But how do you grow a brand name before advertising? It’s a bit of a chicken and egg situation, and it’s one where pop-up promotions can really help your business, in addition to driving new sales.

Pop-up promotions are simple. You rent a small area of promotional floor-space at a big-name retailer or a busy shopping location and tell the thousands of potential customers who are already visiting the venue about your product or service.

Plan your space

If you spend a little time planning what to do with your space, an exciting free trial, a competition or a give-away you’ll be able to create a real connection with new leads and new customers. This personal interaction with your brand is infinitely more valuable than an advert online or in print.

Getting face-to-face

Pop-up promotions are really good value. The space itself is very cheap in comparison to other marketing channels and all the promotion costs is your time. The trick is to use that time well and draw people into a conversation. Say you run a gym, give people a quick 30-second fitness test and immediately you’ll be talking about something you love and know a lot about, you’re not just delivering a sales pitch. This face to face contact is what is so valuable.

Demographic targeting

As well as personal contact the great strength of pop-up marketing is the ability to target your spend so well geographically. The catchment area for a supermarket is very specific, so you know that the huge majority of visitors live in exactly the area you’re targeting. You also know a bit about the typical visitor to a venue, if it’s a supermarket you should target busy families, if it’s a garden centre you know you’ll be targeting home owners. The demographic targeting is arguably better than social media adverts and the geographic targeting is one aspect that makes pop-up marketing such a great fit for franchised businesses, where owners operate inside strict geographical limits.

Big brands use pop-ups

The world’s biggest brands see the value in pop-ups and are getting involved too, you only need to look at Amazon’s physical book shops, Or Birchbox, the online beauty brand using pop-up stores to showcase new products. Amazon will, of course, want to sell books in their pop-up stores but the real aim is to show the brand in a positive light. The best way to do that is through face to face interaction with customers.

The venue

Another often overlooked benefit of running a pop-up promotion is the association with a big-brand retailer, the venue. Whilst venues don’t officially endorse the company holding a pop-up promotion in the eyes of your potential customers the association clear. This is obviously a huge help for new businesses launching a brand, and coupled with the personal contact gives pop-up promotions one of the best ROI of any marketing tactic.

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