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Pop-Up Marketing
December 17, 2014

Pop-Up Marketing

As you enter a mall over a weekend, when the foot fall is large, you see in the centre of the podium a well presented yet temporary structure with an ambience of a modern living room with a large screen Smart Television connected to multiple handheld devices such as smart phones, tablets, laptops etc… All displaying interactive multimedia applications over various devices! The latest media buzz words like IPTV and Time Shift TV is being demonstrated in the centre of the mall giving you a real life feeling.

Welcome to the world of pop-up stores—temporary shops that usually sell goods for a limited period of time. Designed to generate buzz for your brand, reach new audiences, generate more sales for the business and ensnare shoppers with a get-in-while-you-can appeal, pop-ups allow brands to move quickly, opening up shops to test a new product or market, and closing them without much commotion.

The trend involves ‘popping-up’ one day, and dis-appearing the next day. The most captivating features about pop-up retail stores are their ability to pique consumers’ curiosity and satisfy their desire for novelty. The pop-up retail model is such that it can be present in a district for a short period of time, before it disappears and resurfaces weeks or months later. When it resurfaces, the store can be completely re-furnished with an entirely new format and set of merchandise, providing consumers an alluring element of surprise.

The concept is used for new product launches or for brand enhancement by the likes of Nokia, Samsung, Sony, including service organizations like Singapore Airlines.

It gives the organization the advantage of lower functional cost as they are not bound by long term rentals and have the flexibility of being mobile, thereby reaching a much larger target audience. It also permits the space owner a higher overall income as they are not limited to a fixed “pre-agreed” single long term rental.

Pop-Up marketing is not just for the big banners but also a very handy tool for the young, new, low-budget brands wanting to establish a quick identity and not just for brand building or product launch but could be a very effective tool to study dynamic consumer responses.

Pop-Up MarketingBMW Mini China x Vacant/ Mini Cooper promotion on the streets of Shanghai. The car featured a guerrilla pop up store inside the Mini with select limited goods, and a pair of sneakers to the winner of a 1/10th scale race and the custom track.

The original concept was based on Japanese consumer culture. Initially, at a moment’s notice, customers would arrive at a clandestine location that housed a particular brand or product. Once the products were sold out, usually within a matter of hours, the store would be closed until the owner received more products and was able reopen the store again. After the first few runs the concept took shape, then evolved and took flight and landed in the mouth of corporate America.

So, just ‘pop-out’ to the nearest mall and experience this emerging, innovative and effective marketing tool.

Malvika Mudgal

Senior Executive

Hitachi India Pvt. Ltd.

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