Pop-up shops are not just for brands that are first venturing into the brick and mortar stores, it’s also for established brands trying to reach new demographics. It’s important to have remarkable branding during your pop-up shop, because you’re making a first impression with new prospects in a limited amount of time. We’re assuming you’ve already developed a basic branding guideline at this point – logo, business cards and packaging – to make a stronger brand impression here are 5 things to consider branding for your pop-up shop.
A few weeks before your pop-up you should be advertising your event to everyone. It’s best to not just announce the event on your social media platforms, but also print a few posters to display inside coffee shops, restaurants or any businesses who would be willing to advertise your event in the neighborhood of your location.
Print extra ones to put on your entry points so people know they’ve found you, during your event. The optimized dimensions for social network images are not the same as a graphic to be printed. With this in mind, make sure to have brand features that stay cohesive through all of your event posters – digital or on print.
Packaging is more than just a good presentation and storage of your jewelry pieces, it’s also about the experience of unboxing your pieces. A beautiful retail bag, is like a walking advertisement for your brand. Your retail bag is the first thing your customers will open when they get home from their shopping experience, and a good box inside creates further excitement of what the piece inside looks like. Make sure your packaging is a conversation starter.
Lil Cat Ring Co’s white boxes frame the jewelry pieces in a subtle sophisticated way. Stuff by Ana customized one of kraft boxes by hand stamping her logo and creating an insert with her branding.
This is the physical version of good product photography on your website. Your display needs to be subtle enough that it highlights your pieces yet intriguing enough to complement your brand.
Our mannequin display is perfect for displaying your necklaces. We also love this display we found on pinterest.
Good wayfinding design, is one that you won’t notice, but without it your shopping experience can be frustrating. It starts with finding your pop-up shop. Besides making sure your posters have the right address, it’s also important to have a signage, like a sandwich board to mark the entrance of your pop-up. Within your store, make sure areas where people can pay, find people to answer questions, or try on items, and sale sections are all visible.
Some brands doesn’t like displaying their price on the table, but if you do our string tags is a good way to put your prices on. Team it up with one of those coil-less safety pins for instant sophistication.
It’s impossible to talk to everyone that went to your pop-up shop, for this reason it’s important to leave some print materials that people can take with them to direct them back to your website, where they can keep in touch or buy your products another day. You can have cards printed with one of your pieces in the back as well as coupon codes that only people that attended your pop-up can use.
Moo.com is a good place for printing your business cards, postcards or other printed graphic materials.
Branding is more than just a good logo, business card, and website. It’s also about how you make your customers feel, and how they describe you to their friends. It isn’t built overnight. It is built over time, with consistency and repetition throughout all points of interaction with your clients.
We’ve created a board on Pinterest to bookmark ideas about organizing a pop-up shop. Make sure to check it out, and follow us for inspiration!