Over the past several months, event planners pivoted from in-person events to virtual gatherings with an amazing degree of success. Innovation skyrocketed, partnerships flourished, and everything from virtual trade shows to physically distanced, live-streamed events became the norm of our industry. But as our world begins to change, event producers are asked to adapt to the times. With our country taking steps to opening up safely and people craving more in-person engagement, it seems product launch pop-ups may be the perfect step into the future of events. 

• Pop-Ups Are Adaptable, Especially for 2020

Pop-ups offer major appeal to just about everyone. Typically created as smaller venues, pop-ups offer businesses the ability to create unique, one-off experiences that build brand awareness, create buzz, and encourage consumers to engage with a brand or product in an exciting, experiential way. A typical pop-up usually aligns with a product launch and can last as long as a day, a week, or a month, but the excitement comes from the feeling that something new and different has arrived, and you’d be missing out if you didn’t see what the buzz was about.

The reason it’s the perfect time for pop-ups is that event planners in retail, restaurants, and other industries wounded by the COVID-19 pandemic are looking for ways to reinvent without putting their entire business at risk. For example, pop-ups offer chefs an opportunity to branch out of their comfort zone and experiment with new ingredients and creations. For restaurant owners, pop-ups offer an ability to test out new concepts, unique layouts, and different menu ideas without having to commit to reinventing the business as a whole. Or for other brands simply hoping to reconnect with their consumer base, pop-ups offer a moment a flash of excitement as you remind your base what you’ve been working on!

• Pop-Ups Serve as a Transition from Digital to In-Person

The greatest appeal of pop-ups is that they can be a good way for people to engage with a brand in-person without putting their health at risk. Although pop-ups are typically made to be as immersive as possible, event producers can find ways to invite intrigue, engage consumers’ interests, and keep safety as a priority.

With so many businesses relying entirely on virtual events and online gatherings, pop-ups would allow those and other E-commerce brands that don’t have a physical location to create a small one-off experience to re-engage their customers. Companies that have successfully navigated the online market could create experiences in small venues that only allowed a few people at a time, made it easily sanitizable, and ensured it was always adhering to CDC guidelines. Allow space for consumers to physically distance themselves, not share surfaces, neatly tie it to your brand, and give your customers a safe and fun opportunity to re-meet their brand while allowing a real-life experience.

• Pop-Ups Leverage New and Existing Communities

Because pop-ups are so malleable, the most successful ones are tailored to tap into an existing pop culture trend - and with that trend usually comes an audience that your brand has not yet reached. Wildly successful pop-ups have been able to marry a brand with a loyal fanbase, such as Harry Potter or Marvel. What’s trending nowadays that you feel could easily be tied to your brand? Whatever you choose, it will help new consumers develop an affinity for your brand because the more they see what they know and love linked to your product and its launch, the more they will begin to associate them together and in a positive light.

• Real World Examples

Food and beverage brands have already started utilizing short-term pop-ups to start taking steps into the experiential space. BizBash recently clocked how Beyond Meat successfully rolled out their Beyond Meatballs as one-day pop-ups in LA and New York, allowing consumers to make an appointment, swing by in their car, and safely pick up a delicious meal to-go. Utilizing a take-out structure with 10-minute reservation slots, Beyond Meat was able to control traffic, prioritize safety, and offer a uniquely engaging experience with their brand. 

Similarly, McCormick partnered with RV rental marketplace RVshare and Kampgrounds of America to create one-day product launch pop-ups of their new seasoning blends, capitalizing on how many Americans were taking this chapter of our lives to travel. McCormick strategically placed these pop-ups all throughout America’s National Parks on Labor Day Weekend to offer complimentary blends to campers and grillers alike. The pop-ups were placed near Rocky Mountain National Park, the Smoky Mountains National Park, and Glacier National Park to ensure these pop-ups reached people all over the country.

Has your brain already started thinking about ways to turn your next virtual product launch into a short-term pop-up? Tap into this culturally relevant moment and lean into the beauty of safe and experiential pop-ups! Need some help getting started? Let the professionals lead the way, and contact Wizard Studios today.