We’re all amazed as Amazon ventures from online-only to brick-and-mortar stores. Even more surprising is that pop-up shops, the realm once dominated by flashing lighted T-shirts and cell phones, is becoming a prized brand tool.
Adweek declared pop-up shops a legitimate “experiential brand extension.” Typical pop-up shops were controlled by malls, airports and farmers markets, but now the pop-up store has been disrupted.
You can find pop-ups whenever and wherever people congregate. Large brands are using the new pop-up concept inside of existing stores or at events and attractions. Any brand needing a brand pump-up is finding pop-ups a way to recharge the social media discussion. It also helps brands actively reach out to people who may not be familiar with the brand or see it in their social media feeds.
It’s also a great way to have people engage with your brand in an authentic way, by providing research or involving people in the decision-making process.
You can put up an Instagram booth, but the new age of pop-ups is true street-level marketing that drives branding and experiential, personal marketing.