Category Archives: Effective Marketing

Pop-Up Shops

We have all seen them, you have probably all be in one of them, and you may even have eaten at one of them – pop-up shops and kiosks are ‘popping’ up all over the place and research indicates that consumers love them.

So what is classified as a pop-up shop?

Mobile Pop-Up Store

Mobile pop-up shops aim to reach consumers on a more personal level and leave them with a sensory experience, one they will share and talk about with friends and family.

Examples: food trucks, mobile champagne bar, chic fashion boutique bus, mobile barber

Pop-Up Dining Experience

These dining experiences are enticing and a fun way to try something new. Often consumers like the fact that they only have a limited window in which to experience a certain eatery. Because they are usually on a smaller scale it gives restauranteurs the chance to test menu items and interact with consumers face-to-face.

Examples: pop-up poker restaurants, fast food pop-ups, asian fusion pop-ups, fundraising pop-ups

Interactive Pop-Up Shop

These interactive stores embrace modern marketing strategies and aim to leave a lasting impression on consumers. Whether it’s a scannable virtual shop window, a branded experiential pop-up store or a robotic coffee shop these interactive methods definitely pull in the crowds.

Example: Pimms Pop-Up T-Pot at Wimbledon, John Lewis scannable shop window, Dyson experiential pop-up store

Pimms Popup

Temporary Retail Pop-Up Shop

These temporary stores are ideal for marketing new collections, product launches or seasonal promotions such as Xmas. Ranging from physical stores, kiosk malls, or mobile bus boutiques they interact with consumers either through their senses or using digital technology.  

Examples: Kenzo Boutique bus, Walmart Xmas Toy store, Charity Store, Corner Pop-up shops

Branded Pop-Up Retailer

Brands are embracing the pop-up store as a quick easy win and away to gain more exposure. They are taking every opportunity to deliver a fully branded experience no matter where you are, giving an instant shop window to increase awareness and enhance consumer engagement.

Examples: Nutella Creperies, Tesla’s temporary car store, festival yogurt shops

Why are pop-ups so popular?

Because they are eye catching, they are new and they are usually quirky. Brands can be more creative with a temporary set up attracting consumers and delighting them with something new. People like different, and if they are interactive and engage consumers then it’s a win-win for everyone.

Delivering a Pop-Up Experience

Brandstand has it’s own production team working out of a large production facility and warehouse in Albany. Together, the team have over 100 years’ of experience in producing display, exhibition and pop-up solutions.

Under one roof, we have the ability to design, manage, build, deliver, install and even store your pop-up experience.

To discuss your next pop-up experience, call Rich Adams on 09 930 1811 or visit www.brandproductions.co.nz

 

Engage

Brandstand Enagementengage 
verb
3rd person present: engages
1. occupy or attract (someone’s interest or attention).
2. participate or become involved in.
3. causes someone to have a feeling or create an emotion.

So when it comes to marketing we are still surprised that some companies doubt the overall effectiveness of experiential marketing. Experts often refer to experiential marketing as the act of “creating unique face-to-face branded experiences.” Basically creating an opportunity to interact with your brand in person, and giving the recipient an experience they will ideally want to remember, and more importantly talk about and share with friends; basically you want to engage and inspire them. The goal is to gain a lift in brand consideration scores, leading to a greater probability of purchase at decision time!

A recent study has indicated that 65% of brands that use experiential marketing say that it positively correlates with sales and 72% percent of consumers say they positively view brands that provide great experiences.

At Brandstand, we are always reviewing the marketplace to see what campaigns are running and more importantly what campaigns have been a success. We have selected two very different but both equally engaging and thought-provoking experiential campaigns for you to take a look at.

FINNISH TUNA – JOHN WEST AUSTRALIA

John West Australia, has just become the world’s most sustainable tuna brand by overhauling its supply chain and only sourcing tuna certified by the Marine Stewardship Council (MSC). To get this message of sustainability across to consumers, John West launched a marketing campaign that gave everyone an experience.

They introduced a new brand called Finnish Tuna in partnership with MSC and WWF. They distributed cans of Finnish Tuna to unsuspecting commuters – only for them to find that, when they opened the cans, there was nothing in them but water and a message, “Imagine a world without fish”. This experience was designed to make consumers think about their choices at supermarket shelves and the impact they can have on the environment.

#WEIGH THIS – LEAN CUISINE

The #weigh this campaign was a huge success and very refreshing to see a weight loss company not centre their campaign solely on weight loss or diet-centric messaging. It was particularly interesting because none of the participants actually interacted with any product. No one was asked to sample anything and no one was stopped to answer questions. In fact, no-one was really asked to do anything. The only branding that was visible was the hashtag #Weigh This @Lean Cuisine but it certainly worked as they received over 200 million impressions!

So what made the campaign such a success and such an inspiration??

Well, as part of the overall campaign, Lean Cuisine displayed a gallery of ‘scales’ in Grand Central Station and invited women to “weigh in”.  But this did not mean standing on a set of scales, women were asked to write down how they really wanted to be weighed. So rather than focusing on their weight in kilos the women opted to be measured by things like caring for 200 homeless children or  simply being happy every day.

Lean Cuisine had already figured out what message they wanted to get across to their target market but instead of blatantly advertising this they created an interactive experience. One that paid off and certainly made people stop, interact and become inspired.

Next time you have that crazy idea and need someone to help with your experiential campaign to create a bespoke portable display, create a lightweight sampling table or even a selection of vendor trays, give us a call.  We have years of experience doing exactly this, and can certainly help to make your vision come to life.

Call us on 0800 10 99 88