Rising Advertising Trends, Part 2: Pop-Up Marketing

Almost any kind of business can translate into an interesting pop-up opportunity.[/caption] In our last blog, we talked about podcasts–one of today’s hottest and fastest-growing marketing opportunities. Another area that’s gaining traction fast right now, and earned some clout and coverage with the American Marketing Association, is pop-up marketing. By paying attention to the latest trends, you can get on board first, run campaigns while it’s still affordable, and reach niche audiences before they’re bombarded with advertisers. Here’s a look at why pop-up shops are becoming a popular way for brands to approach new audiences and snag some great PR. What Is Pop-Up Marketing? Communities love them because they repurpose empty storefronts and vacant lots. Landlords love them because they get to rent out unused spaces. Fans love them because they gain access to their favorite brands. It’s no wonder pop-ups were a $50 billion industry as of 2016. Pop-ups are on the rise, but they’re more than just a smaller and more portable version of a brick-and-mortar store–and they’re for more than just retail, besides. First of all, pop-ups aren’t stagnant spaces: They usually turn into mini-events. Brand ambassadors–including celebrity spokespeople–often show up, and there may be parties or performances involved, such as on opening day. Second of all, you can have a pop-up about anything from a food product to a consulting service, from a sports team to a lifestyle blog–so it’s not always about shopping. The Plusses to Pop-Ups Pop-up marketing can be used by just about any brand, which is definitely one of the main perks. But do companies know that yet? And does the general public? Do marketers? Many people are familiar with pop-ups in terms of seasonal shopping, like holiday markets. But this association doesn’t really harm their reputation, even for high-end brands, because it still adds to the air of exclusivity–vendors that won’t be back until next Christmas. The use of limited-time-only to generate sales has, after all, been around since the dawn of marketing. Speaking of seasons: Another perk is mobility. Pop-up shops are easy to move between neighborhoods, states, and even countries. That means that a swimsuit brand, for example, can take its pop-up shop wherever the warm wind blows. And it can be easy and cost-effective to create a pop-up to promote one new product or offer, then keep moving to spread the news. Another reason that marketers may love pop-ups is because they’re a great opportunity to collect data. The mobility and accessibility of pop-ups can give marketers access to a lot of on-the-ground intel about consumer trends. And promoting the event itself is an opportunity to boost brand awareness. Plus, when people come by the pop-up, they can share their info with you–for example, to receive an offer or just RSVP. You’ll be adding valuable data from key consumers everywhere you go–which could be anywhere, with a pop-up.]]>

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