Pop-up Retail: How Staying Mobile and Agile Benefits Your Brand
October 20, 2014
Every year, half a million bikers roll into Daytona Beach for a ten day, Harley Davidson-filled party. It’s a week-and-a-half of sun, concerts, street festivals, and races. If you’re a biker, this is your mecca. And if you sell products geared towards bikers, this where you need to be.
The problem is that the fixed costs associated with operation are prohibitive for a ten-day event. And using a tent or a step van as an immersion experience just won’t do. No, there’s no way to justify the investment of a permanent space for a short-term event. Even one as popular as Bike Week. When your target demographic is seasonal, or situational, pop-up retail allows you to be where you need to be, when you need to be there.
The Benefits of Pop-up Retail
Let’s party with a slightly different crowd: Coachella attendees. Nearly 600,000 strong, they flock to Indio, California for three days of music. Legends from Paul McCartney and Madonna, to Amy Winehouse and Kanye West have performed, and the event generates tens of millions of dollars in spending. As a brand, how do you take advantage of your audience congregating en mass in a cost-effective way?
At the same time, how do you create a presence at the hugely popular Bonnaroo Festival, or Lollapalooza? You don’t want to set up shop permanently, especially at Bonnaroo, because it’s in the middle of nowhere. Pop-up retail containers enable you to go to targeted events, offer a full and rich brand experience to your audience, and then get out before the last muddy campers pack up their tents.
Giving Your Audience What They Want – When They
At Boxman Studios, mobile is the name of our game. And we figure out how to help you align your brand and messaging to the specific population you are targeting at any given event. Let’s say you are a clothier, for example. A woman who goes to Coachella dresses drastically different from a woman who attends Lollapalooza, and they both dress differently from the woman at Bonnaroo.
They might all be within the 18-25 demographic, but they’re distinct from one another. This is true even if it’s the same woman going to each show. She’s going to dress differently; she’s going to be in a different frame of mind. And with pop-up, you can seamlessly adjust and respond to those differences and tailor your messaging (and even inventory) to reflect the needs of each specific audience. Pop-up retail is nothing if not flexible, and that means you can be too.
Changing with the Seasons
Maybe it’s not your audience that changes, but the seasons. At Boxman Studios, we can build your structure to withstand any weather extreme in North America. Suppose your brand makes sports sunglasses and shorts. With a pop-up retail solution, you can set up at the beach in the summer, catering to the needs of that audience during that time of year, and when the flurries start to fly, we can move your shop to the slopes with a new strategy and inventory, by focusing on your line of snowboarding gear.
Success in today’s world means adapting to changing conditions. We can help you adapt to the changing needs of your audience, attract new customers, and take your products directly to them. All without making the significant capital investment required for a permanent structure.
Whether your target demographic roars into Daytona or mellows out in a field in California, whether they surf or snowboard – with a mobile pop-up solution in a customized shipping container, you can take your business directly to them. Among the many benefits of pop-up retail is the ability to remain agile. Boxman Studios can help you create experiences that will attract and engage your audience – and give them another reason to remember you.