POP UP HACKS

SARAH IVORY

CO-FOUNDER & CHIEF BRANDING OFFICER OF SELF EMPLOYED

Kylie Cosmetics Pop Up

Kylie Cosmetics Pop Up

There is a lot that goes into making a pop up successful. In 2018, Self Employed, either produced, designed, staffed or operated over 12 pop ups for a variety of brands ranging from direct to consumer make up mogul Kylie Cosmetics to Ember, creators of the first ever temperature control mug. Along the way, we have learned a thing or two about what makes a pop-up retail installation successful.

1. GET YOUR DUCKS IN A ROW.

A winning pop up comes down to the preparation and thought that’s put into every touch point of the consumer experience. Consider everything from tactics to draw the consumer inside, how the product is merchandised, how informed the staff is, to a check out process that utilizes the latest technology.  Overall every detail counts to conclude a pleasurable experience and encourage customers to share that experience— the ultimate advertisement for the pop up. 

 

 

2. GIVE THEM SOMETHING TO DO.

Yes, they are hopefully there to shop, but customers should also to be entertained. Aside from buying product, successful pop ups offer customers a must-share experience. Offer an engaging, customized activation. Debut exclusive product. Premier new content. What can they do (or get) here that they can’t anywhere else? 

 

3. LOOKS COUNT.

Make your space stunning! Give consumers a reason to capture their time there by providing a photogenic environment that hasn’t been done or seen before. Think like a museum curator and offer an opportunity for discovery! Having something truly special to capture not only promotes organic content creation but motivates consumers to post their pics, which is driving your own brand awareness.  Oh, and don’t forget to include handle and hashtag signage!

 

4. CAN I HELP YOU?

Staffing is so incredibly important for a pop up to be successful.  A customer will either walk away better or worse by interacting with your store staff. Make sure they are trained on the product, have a friendly disposition and are prepared to anticipate and solve for any customer needs. They are the living representatives of your brand – do not overlook the importance of this.

 

5. LOCATION. LOCATION. LOCATION.

Make sure you are located in a well trafficked, brightly lit space. If your brand lends itself to destination shopping then consider where customers will park, how they will get to you and why your location will entice them.

 
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ARTIST FEATURE

Jace lumley

This month, we feature the ultra-charming photographer, Jace Lumley. The photos which decorate this month’s issue were captured in Rio, Brazil and Seoul, Korea: Two focal locations on his most recent travel project. His images convey a wanderlust, making us wish we were anywhere but here. With his bum in the butter, Jace’s upbeat perspective and adventurous take on life has gifted him countless opportunities. With serendipity on his side, there is no where he can’t go.

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FEATURE

flo vitamins says: F**K PMS

Meet Bobby Bitton. He and his sister Brianna Bitton are on to something, well, huge. Meet FLO Vitamins: A revolutionary first-to-market gummy vitamin, that’s not only delicious, but it f**cking works. They swear that this ritual will lead to the end of your PMS.

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FEATURE

how i will write about writing in 2019

I’ve been asked to write something that will inspire other creative types as they enter a new year. Something about what keeps me creative. My resolutions. This is how I quickly learn why writers dread writing. The truth is that my resolutions every year are the same: Read, write, ride. That’s all, every year.  

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LISTICLE

2018-2019. a photo essay by matte black

Click this article to get to know the real heroes behind the capes.

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FEATURES

the marketing resolutions i wish i made last year

Ah, 2018. You’ve been a wild one, but it’s been a pleasure to survive you. And as 2019 draws near, now is the time for many of us to look ahead and start making New Year resolutions that will guide our business growth….

Let me guide you through my marketing mistakes so you can learn from them and, hopefully, help you make stronger marketing resolutions in 2019.

 

FINDINGS

GOING INTO 2019, FAMOUS MEN DOUBLE DOWN ON DISAPPOINTING US

There were a lot of terrible things that happened in 2018, but one positive that came out of the year was the growing conversation around, and acknowledgement of, sexual harassment in many areas of our culture.

opinion: groundhog day branding

This seems familiar...bold accent colors, gradient pastels, ironic fonts, minimalistic logos. In the past few months, it seems like every ad I'm being fed on Instagram is for a new D2C millennial focused brand with these design blueprints.

 

Podcast

the riff 016 - on team culture

At Matte Black, "team culture" spans beyond the weekly happy hour. Tune in as Chelsea and Micah chat through the idea of company culture, and some touch points that business leaders should consider when establishing the culture for their team.

This podcast was first published in May 2018.


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