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.
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."