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How to Measure The Success of Your Pop Up Shop

September 28, 2017

So a number of factors will determine if your pop up is a success. One of the biggest factors is the location. Especially when marketing to a new audience, location can make or break a pop up shop. Budget is also a critical factor. High foot traffic spots often have a high price tag so you need to strike a good balance between the pop up’s location and budget. Staffing is also crucial as the brand ambassadors you hire are the direct representatives of your brand and need to tell the right story the right way to make an impact that counts. Are they there to educate the customers or merely ring up the register sales? Many brands spend a lot of time and money on the pop up shop and then spend $10 hour on staff- that is a potential disaster. A pop up shop is a brand extension and the wrong people can make a huge difference in how people perceive your brand.
 
Here is a quick guide to refer to when determining the ROI benchmarks for your pop up’s success:

 If you don’t establish clear goals from the outset and work towards being able to measure those goals from the initial idea through to the execution your pop up will never feel like a winner. The truth is pop ups can be anything- there are no pop up rules in terms of how long a pop-up needs to be, where it has to happen or what on what terms you measure its success.  Create your own rules based on the above tips and discover how a pop up shop can empower your brand and take it to the next level.

Bonus info: Some recent pop up shop industry numbers to fuel your thinking: The Lionesque Group, who routinely does research on the values of pop-up shops, has identified over the last couple of years that the average pop-up sees a 35% increase in sales from doors open to 6 months after doors close. Additionally, 50% off these pop-ups see an average increase of 30% on social media engagement over the lifespan of their pop-up shop. Wow. Imagine what a pop up could do for your brand.

The Pop Up Shop Agency is a one stop solution for almost everything and anything that pops– activations and brand experiences that are short-term. We help build brands and create memorable experiences. Pop up shops, pop up tours, pop up events, pop up activations, food trucks, pop up restaurants and everything else in between. We have over 20 years experience in creating turnkey pop up shop experiences nationwide. Whether you need help coming up with your next pop up shop idea or simply want someone to help take over the operations and management, our pop up shop experts are ready to help.  NEED HELP WITH YOUR POP UP?  Click here to get a Free Pop Up Shop Quote today.

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Phillip Provost is a senior media executive who has worked  in experiential and pop up shop event marketing for years. Phil is currently President of The Pop Up Shop Agency.

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