Pop-up events and their potentiality

The events sector has faced one of the most emblematic changes in its history, having to face a revolution not only in its habits, but also in its mentality.

In this renewed context, many companies are rediscovering the power of pop-up events. Often organized for the launch of a new product or promotional event, pop-up stores, or temporary store, are born in strategic areas of cities with the aim of arouse interest in the consumer and leverage the concept of scarcity and exclusivity, therefore initiatives are proposed in a well-defined period of time.

This strategy allows you to go outside the box of normal formats and take advantage of your creativity to offer something new to your target. Since these are events lasting from a few days to a few months, the topics can be exploited, exploded and enhanced according to the moments and situations. Some pop-up events base their activities on calendar holidays (just think of occasions like Valentine's Day, Christmas, Halloween etc.) or on larger collective events, such as Milan Fashion Week.

Let's see some examples.

Be the creator and disseminator of new experiences

- Hybrid events were the first ones to get back on track when the pandemic eased, because they give the opportunity to take advantage of a direct contact with the public - indispensable and of fundamental importance after the lockdowns - and the power of technologies.

Train your lateral thinking and combines physical and virtual reality: offer your participants some digital passes to access services or purchase products, take advantage of the augmented reality to transport them elsewhere or to try your products, involve them in sensory experiences that they will not be able to forget it and make them protagonists of their adventure within your pop-up store.

  Accept requests, advice, suggestions

Listen, listen, listen.

Remember that your events and contents must be studied, created and managed according to your users.. Maintain relationships with your community, ask for feedback frequently, monitor the data and extrapolate the topics that most excite your target, and then always offer them new and improved ones.

Use pop-ups as a tester

Not all ideas ultimately turn out to be as good as they first seemed, and pop-up stores are ideal for testing your market.

With a small investment, you can introduce different ideas to your audience and personally check the results of this or that initiative, decide which solution is the best performing one, select the appropriate tools and social networks for your goals.

Carpe Diem!

Pop-up events are characterized by a strong organizational and managerial flexibility. Why not taking advantage of this opportunity to temporarily diversify the emphasis given to a product or service, or to try to build loyalty in participants through virtual gaming in store?

Expand your horizons

Not just classic merchandise spaces for your pop-up store. Depending on your sector and the type of event you plan to carry out, you could choose different and unconventional in person locations: select nearby locations or make agreements with local businesses that will host your pop-up review. It will be an original way to arouse curiosity of the participants.

Pop-up events are potentially very effective solutions to study your target with minimal investments, as long as you set out to test new methodologies able to surprise, attract and involve participants. It becomes essential to break out of the already proposed schemes , explore new strategies and offer new experiences - which naturally remain in line with the product or service to be launched.

Are you interested in organizing a pop-up event but you don't know which ones and how to use technologies to achieve your goals?
Contact us: we will be happy to analyze your needs and purposes with you.