Brand Matters: Marketing With a Pop
Here’s a pop quiz.
Answer: They all have used the latest brand marketing tool to both connect with their existing customers and find new customers: pop-up stores!
Christina Norsig, CEO of New York-based Pop-Up Insider, describes pop-up stores as, “temporary retail space used for generating sales and marketing brands; a solution to the economic challenges facing both landlords
In an interview on American Public Media, Norsig stated: “It’s what I call bricks, clicks and quicks. We have our brick-and-mortar stores, we have our Internet business, and now we have quicks, meaning temporary real estate.”
Pop-up stores have reignited the retail world because of several factors. These stores:
- create buzz and excitement;
- build anticipation and provoke attention in cluttered environments;
- provide a fast and extremely convenient call to action;
- build brand loyalty by providing interactive and novel customer experiences; and
- inspire long-lasting customer conversations.
I do believe in the power of the pop-up effect, but I believe the idea may have far wider-reaching implications. I’ve used the marketing concept of pop-ups as a tool to help companies in all sorts of industries—not just retail—think about how their brands can learn from these experiences and simulate the effects of these pop-upesque opportunities.
Create Your Own Pop-Up Brand Storybook
I often compare the work of creating or recreating a brand to writing a compelling book with many chapters, themes and pages—all unified to tell one story. An integrated brand story is a must these days to capture both your customers’ fleeting attention spans and their share of wallet and heart in your category.
Brand stories provide the basis for that integration and a strategic and defining narrative for both your internal and external audiences.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.