In a previous blog, we discussed why a lot of major brands are using pop up shops as part of their experiential marketing campaigns. The shortened version of why it works so well is that by creating experiences, you’re creating real-life connections with your consumers. Ultimately, those connections turn into sales, but you can’t always tell when someone makes a purchase because they bonded with your brand during an event or if they upped their buying habits because they’re more comfortable with you. Other factors, like the season, economy, and what competitors are doing will impact your bottom line as well. Almost every marketer will tell you there’s no point in running any kind of campaign if you don’t know its goals and you aren’t measuring it in some way, but how do you measure something as intangible as an emotional bond? Well, those same big brands that are running experiential pop up shops have got it down to an art-form. Here’s how they do it.
1) Social Media Photo Sharing
Integrating social media photo sharing in your pop up shop packs a powerful punch. First, it gets your visitors engaged, and with the sharing aspect, the photos serve as personal endorsements of your brand. It’s not surprising that Facebook integrated a sharing aspect into their VR booths, but companies like Nike have gotten in on the game too. Others, like Obsessee and Marc Jacobs have taken it beyond setting up photo ops and let visitors “buy” items or register for giveaways by sharing photos from their shops on social media. Specialized equipment and software from numerous companies can be rented or purchased with relative ease, so setting up your own sharing station is a breeze. You can also use a specialized hash tag for the event to make tracking easy.
2) Social Media Engagement
As long as your own social media pages are part of your branding efforts, your pages should see an increase in engagement while the pop up shop is open. According to research presented by Forbes Magazine, roughly half of all pop ups see an engagement increase of 30%.
3) Brand Awareness Surveys
There are many ways to measure how familiar people are with your brand. For example, you could work with a specialized survey company to see how well people know your branding before you launch your pop up shop and then run another series after to see how much awareness has improved. For a big-name brand like Shopify, that just wouldn’t do. When they sent their brand of tour and offered entrepreneurs free workshops, they gave visitors an on-the-spot survey to see how people felt about them then and there.
4) Big Technology
While big technology may not be fiscally within reach of budding companies, it deserves to be noted. Brands like Target are watching consumer behaviour and using it to improve experiences and determine the effectiveness of displays. Presently, software exists that can monitor how long people stand in front of a display (dwell time), read facial expressions of people as they take in the experience, and observe the flow of traffic throughout a shop. At Popertee, we know that this kind of information is priceless, so we’re working on our own proprietary tech that will help people choose the perfect venue using consumer data and metrics.
Launch Your Own Experiential Pop Up Shop
Whether you want to create more brand awareness or strengthen the bonds you have with consumers, an experiential pop up shop can do it, and you don’t need to be a big brand to make it work. To get started, check out our large directory of pop up shops, and find the one that’s best for your needs today.