Pop-up Promotion for Permanent Business Success

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Written by Michael Foote, founder of Quote Goat, has over 13 years experience working in the finance, insurance and currency sectors.

Pop-up locations have been a popular way of promoting a business for a few years now. The idea is to set up a temporary space, often in a currently unused commercial unit, and use the location to promote your business for a short while. It can be a way to spread the word about your brand, put the feelers out for a new location, or even promote an online store. Pop-up locations are often shops, but can also be restaurants, cafes or bars, assuming the facilities to run them are available. Getting it right can be tricky but, done correctly, a pop-up space can do wonders for your business.

Choose the Right Location

One of the most important parts of setting up a pop-up location is finding the right space. Many businesses use retail and commercial spaces that are temporarily empty or that are largely used for pop-up events. Of course, if you want to run a restaurant or something similar, it’s essential to look for somewhere with the equipment and facilities you need. Other businesses could be set up almost anywhere, though. A retail event could be hosted in any space where you have permission. But it’s still important to think about where you’re going to get the attention you want.

Get Organised

You need to be supremely organised if you want to run a pop-up event. You only have a limited amount of time to make it work and to make a good impression. Once you’ve secured a location, you might want to start by making sure you’ve done any necessary paperwork, and you have the required permissions to run your event. Another essential element to work out is getting an MPOS (mobile point of sale) system, so you’re able to take payments. You can’t set up a permanent payment system, and a mobile one will give you the flexibility you need. You should be able to take both cash and cards for your customers’ convenience.

Promote Your Event

Pop-up stores might be a form of marketing, but you also still need to market them. If you don’t promote your event, you might find that very few people turn up. It will help if you’re in a location that receives a lot of foot traffic, but it won’t completely remove the need for promotion. There are various ways you can promote your event both online and offline. Talk about it on social media, hand out flyers, team up with other brands, and generally get people talking about it.

Carrying Over the Success

If you’ve had a successful pop-up event, you need to be able to capitalise on that success. How is your pop-up going to help your business in the long-term? If you want it to make people aware of your online store, you need to promote your website during the event. Perhaps you just want to increase brand awareness, which would require strong branding for your event.

Pop-ups are excellent for promoting your business, although they’re not right for everyone. Before you set one up, consider your reasons for doing it.


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