Pop-Ups

Fashion brand Kenneth Cole transformed one whole side of its SoHo, Manhattan retail store into a pop-up coffee bar. Open December through the end of January, the impeccably designed black and white bar is serving up free made to order espresso and hot chocolate. Consumers linger and sip their tasty treats, but, more importantly, they […]

When brands make a major investment in creating and executing a pop-up the focus is often on
awareness—creating impressions and buzz and changing perception of the
brand by casting it in a new and inventive light.

But just because a pop-up is more about making a splash doesn’t mean that brands should
totally forget about moving that needle. Smart marketers are finding
ways to drive consumers back to the product even after they leave the
pop-up.

GlaxoSmithKline opened a pop-up shop in New York City for four days in
April to promote a new flavor of its Nicorette smoking-cessation
chewing gum.

 

The Nicorette Stop Shop now on its way to Atlanta Chicago Houston
and Phoenix offers consumers one-on-one counseling sessions with
certified smoking cessation counselors; a multimedia learning center
(videos on nicotine replacement therapy podcasts with tools and tips
a computerized health assessment tool); and a retail area where smokers

To help introduce its new do-everything handheld device the Q
Motorola has taken over a high-traffic storefront on Chicago’s
Magnificent Mile for its first foray into pop-up retail dubbed
Destination Q. Opened earlier this month the shop features a handful
of podiums that show off the device’s different
capabilities—communications media playing Internet and so on. Reps
give demos take photos that guests can print out using a Bluetooth
connection and guests can use the gadgets to make free calls.

 

Procter & Gamble Canada recently took a collection of its beauty products off drugstore shelves and featured them in a temporary storefront called the Look Fab Studio. The space which resembled an upscale salon was open in the heart of Toronto’s shopping district from April 13 to May 13 and featured free on-site hair coloring and styling beauty consultations and zones filled with product samples.