In the recent decade or so, we’ve seen a new trend come up from the startup businesses. The trend would be pop-up businesses—which will be the focus of today’s discussion.
What is a Pop-up?
Think back to the time when you were a kid. It’s highly likely that you’ve had pop-up books; wherein the images seemingly jump out from the page. A pop-up business may not be like that in the least but the word ‘pop-up’ comes from the fact that these little businesses seemingly pop up out of nowhere.
It could be just a little stall off the side of the street or a small space in a known mall or park. These seemingly nomadic little ventures are what we call pop-ups.
Why do they work?
We’ve thought about this and after trying it out for ourselves, we’ve come up with some pretty solid reasons why they work:
Viable Testing Ground
Pop-up businesses are pretty viable testing grounds for the businesses and business owners that utilize them. A pop-up allows them to gain a hands-on idea of what it takes to run a business of any scale. If they’re having a hard time with a small contingency of people, they can use this experience to sufficiently adjust their business plan.
Pop-ups are also good for retail as they can obtain an immediate response to their products.
Increased Brand Awareness
Pop-ups work because they help to boost brand awareness. If you’re wondering whose awareness that would be it would be the consumers’ awareness, of course! By suddenly showing up, you’re presenting yourself as a player on the board.
Consumers love new things. So if you’re offering something new, customers who have been used to the same old thing will be more than willing to give you a try. Anything that gives them a break from the “same old, same old” will be a good option for them to try.
Sense of Urgency
A pop-up is a strike while the iron is hot sort of deal. A pop-up is a temporary arrangement so consumers are well aware that you won’t be there forever. As such, they will either buy in bulk or will try to lobby to keep you around.
People are funny that way. They care about pop-ups especially when they know that they may not be there for long.
As You Can See
A pop-up business or even a pop-up event for your existing business does reap some benefits. However, it is not something that you should keep using as eventually the gimmick will get old. What will set you apart is how you utilize the attention and the novelty that you cultivate when you do initiate a pop-up.
With this in mind, would you be inclined to utilize a pop-up business?