THE POP-UP EXPERIENCE

Popupstores-ebay2-082709-400 Readers of my blog and books know that I am enamored (sometimes overly so) by great executions that provide ample consumer delight, engagement and results.

So it's no surprise that I would be writing again about the concept of pop-up retailtainment and/or branding. And lo-and-behold, Ad Age — the bible of the 30-second panacea — has a front (home) page article on the emerging growth of pop-up as a brand building tactic.

Brushfire Marketing, which worked with the New Jersey Division of Travel and Tourism on the Jersey Shore Store, said the temporary shop garnered nearly $1 million in earned media. The agency said the store led to 46 broadcast segments and 21 print and online placements. On average, 1,000 visitors passed through the store each week and 500 pieces of collateral were handed out daily.

Yet the budget for the store, which was open from just before Memorial Day through Aug. 9, was "very small," said John Leonardi, president-CEO of Brushfire Marketing. It cost about $20,000 per month to rent the 2,500-square-foot space on Broadway between 11th and 12th streets in Manhattan, and that, he said, was the bulk of the budget.

"It's one-on-one marketing," Mr. Leonardi said. "In a recession, when marketers are looking for alternatives, they need to ask how can they do something different, something maybe less expensive, something that's not a long-term investment."

For more on pop-ups on ETM, go here or here. Or read a deeper dive here.

One comment

  1. Great post Max, I love this kind of executions too.
    best

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