Catch It If You Can: A New Wave of Brick and Mortar Pop-Ups Creates Experiences Not Found Online

Catch It If You Can: A New Wave of Brick and Mortar Pop-Ups Creates Experiences Not Found Online


Brick and mortar pop-ups are becoming all the rage, presenting a new way for brands to create buzz amongst consumers, especially companies that started out with only an online presence. Recent additions to the scene include the pop-up Google stores in the trendy Melrose Ave district of LA, and Flatiron in New York. Given the company’s more recent venture into hardware, with their Pixel range, VR equipment and smart Home products, it only makes sense to give customers a space to experience, touch and feel these products.

But what about those brands that still only have a purely digital presence? How does a short-term pop-up work for them?

The concept is far from new. Brands have always taken opportunities to engage with customers in unique and interactive ways, from the sampling activities in consumer exhibitions and tradeshows, to guerilla marketing techniques like flash mobs or street promotions. The terminology has shifted through many forms, from traditional “promotions” and “field marketing” to “experiential” and “immersive branding”. Ultimately, the purpose is all the same….

To give the consumer a unique and exclusive interaction with a brand or product, so that they come away with a stronger affiliation to it, and a story to share.

In today’s landscape, where everyone is competing for attention, from social media influencers to full traditional marketing teams, it becomes a challenge to provide that next dopamine hit to the discerning millennial with the disposable income. Tai Lopez, a leading internet marketer and social media influencer talks about the importance of the VRIN score on his blog posts when marketing a product or a person. Let’s break down what VRIN means:

V = Value
R = Rarity
I = Inimitable
N = Non-substitutable

The concept of a pop-up store fits this profiling very well….

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Script Written by Darren Darnborough

References:
Google Pop Up stores: https://www.digitaltrends.com/mobile/google-pop-up-stores/
VRIN score: https://www.youtube.com/watch?v=4HPIDqjJc48
Bumble store http://www.lamag.com/culturefiles/bumble-hive/
Bev at Gold Meets Golden: http://www.destinationluxury.com/twentyfourseven-cosmetics/

Attributions and Sources Used:
Shipping Containers Customized for Pop-Up Retail Store | Nike.com Live | ASTOUND Group

Meet Google Daydream View | Dream with your eyes open

The Google Popup Shop in LA + Google Home Max Give Away

The Google Popup Store in NYC!

Introducing Pixel, Phone by Google

Google Home: Show Off

Guerrilla marketing – NIVEA Flash mob

DON’T Buy A Smart Speaker Without Considering This…

Working at Twilio: Marketing Team

The Science of Addiction: Here’s Your Brain on Drugs | National Geographic

Samsung Galaxy S9+ vs iPhone X Camera Comparison (Which Is Better?)

BLACKPINK POP-UP STORE

Dating app Bumble launches new networking venture

God Of War | Limited Edition PS4 Pro Bundle

LACOSTE L!VE | Pop-Up Shop

Mercedes-Benz Pop-Up Store!

Kellogg’s Special K Pop-Up Store

Nike x Shinzo Paris Pop-Up Store

Coachella 2016: Thank You

Galentine’s Day Cocktail with Bev

Gold Meets Golden – 2017
http://www.goldmeetsgolden.com/

Jessica Chastain picture
http://jessica-chastain.com/

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• Twitter https://twitter.com/ericosiu

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