Face-Lift: Keeping Pop-Ups Fresh The Second Time Around - Event Marketer

Face-Lift: Keeping Pop-Ups Fresh The Second Time Around

Sometimes the maxim “If it ain’t broke don’t fix it ” just doesn’t apply. To wit event marketers working on the second iteration of a successful pop-up face a unique struggle: finding the balance between creating a unique experience that capitalizes on all the great elements from the first pop-up while introducing enough new stuff to keep the crowds—and the buzz—coming the second time around. How two brands faced—and met—the challenge:

WIRED
Now in its fourth year the tech magazine’s annual pop-up has enjoyed considerable buzz with geeks and non-geeks alike. The electronics showroom experience pops up in SoHo just in time for New York City’s holiday shopping season giving gadget-philes and coolhunters the opportunity to get up-close-and-personal with the hottest new toys.

This past year the brand sought to give the environment a more permanent retail feel to liken the pop-up to other high-end shopping experiences. To achieve the new vibe the brand designed the space to look and feel like a well-edited retail environment or museum featuring high-end window displays showcasing the products. “There was a sense that you were walking into a boutique that was curated by the magazine ” says Susan Harrington associate publisher-marketing for Wired.
To further add to the experience Wired editors conducted Gadget Labs showing consumers the latest and greatest products and how to optimize them for the most efficiency. The result was a new experience that tweaked and improved on the already-successful premise—a magazine pop-up that serves as a conduit between consumers and hot tech products.

METHOD
The eco-friendly cleaning  brand entered the pop-up space in 2007 taking over a home in Seattle and making it a temporary environment for locals to come and experience Method. The events were designed around the concept “if Method had a home” (Agency: A Squared Group West Hollywood CA).
Through metrics including influencer feedback hits in the blogosphere and word of mouth the brand deemed the pop-up a success. But looking forward Method wanted to achieve equal success in other cities—Boston Chicago and New York City—along with a new objective: convince consumers that it was more than a Target brand.
The new tack was a twist on the first pop-up’s premise: instead of home the brand focused on retail creating an experience designed around the idea “if Method had a store.” The space featured the full line-up of Method products plus interactive environments where consumers could test out the items. A nice touch: consumers could trade in one toxic cleaning product for a free Method item. Plus the space worked overtime—at night the brand hosted influencer parties to maximize the pop-up and drive more buzz.

 

Photo Credit: unsplash.com/@tirzavandijk 

Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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