INDUSTRY INSIGHTS : EXCERPT FROM
THE POP UP PARADIGM : HOW BRANDS BUILD HUMAN CONNECTIONS IN A DIGITAL AGE
BY MELISSA GONZALEZ
Chapter 10 Excerpt :
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Regardless of your goals , you will always want to be well positioned to understand the return on investment ( ROI ) for your pop-up . Obviously , some portion of your ROI is sales , but to see it as only sales is short-sighted . There ’ s a bigger picture that involves building the brand . If you ’ re thinking , I really want to do a pop-up , but I ’ m not really understanding the ROI . Maybe I should just do a trunk show . . ., then maybe you should . Being in a physical space with your customer is definitely a good way to interact . The part that ’ s missing is the branded element .
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When a brand does a pop-up and they think about ROI , often they literally just think , how many dollars am I going to make in that space , and is this going to be profitable ? They don ’ t think , how many dollars are going to come in the door over the six months because of my two-week or one-month pop-up ? Because it ’ s a short-term experience that should have a long-term impact , you can ’ t just examine immediate sales when you consider a pop-up ’ s ROI . You need to think about :
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• Is the pop-up increasing sales ?
• Is the pop-up increasing marketing awareness ?
• Is the pop-up allowing us to better demonstrate our product ?
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You need to remember there ’ s a difference between qualitative benefits and sales . Qualitative benefits can eventually lead to more sales , but they ’ re not the same thing .
CONNECT WITH MELISSA ONLINE : ! TWITTER + INSTAGRAM :
@ MELSSTYLES @ LIONESQUEGROUP
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ISSUE ONE · THIRDWAVE 105