Pop-up events are a tradition that has been around for a while, particularly in the retail sector. Recently pop-ups have become more popular with restaurants and galleries. Pop-up events are becoming increasingly popular in the UK, and North America is following suit.
Pop-up events are becoming more popular with corporate event planners. They can be used for product launches, meetings, and even hybrid events. Pop-up events are a great way to create excitement and make a lasting impression in a short amount of time.
What is a pop-up event?
Pop-up events are unexpected, temporary events that take place in unusual places. They appear and then disappear after a few days or hours. Most events are transient, by definition. The surprise factor distinguishes pop-up events in unexpected places.
Pop-up events are:
- Face-to-face
- Virtual
- Hybrid
This post will discuss the key ingredients of a successful pop-up event.
- The right venue
- Smooth Logistics
- Event Technology
- Strong marketing creates buzz
The right location, decor, technology, and surprise can all create excitement for any product type. An example is from an airline.
The right venue
You can host pop-up events in temporary spaces like event domes, marquees, or igloos. Or, you can have them set up permanently, like resorts and retail areas. Companies can place them on-site overnight in the company’s parking lot, corporate green space, or lobby to surprise employees.
Because they appear out of nowhere, temporary pop-up events are ideal for guerrilla marketing events. Temporary venues can present unique challenges. They require special decor, electrical outlets, and sound. It takes little imagination to make a temporary structure for an event.
Hotels were once concerned about pop-up events competing with their offerings. Pop-up events can be held in a temporary venue. You can host them on hotel property or in a function space. All infrastructure is already in place.
Smooth Logistics
Pop-up events can seem spontaneous, but they require careful planning and attention to detail to be successful.
UK-based Sventa is known for its exciting pop-up Christmas events and beach-side summer pop-ups. The Cool Conference was created for a client. This is an example of how important it is to identify the technology needed for smooth event operations.
Event Technology
Pop-up events can be great places to showcase technology, such as iPad kiosks and touch screens, digital signage, and video walls.
- Technology to Create the Right Ambiance: The right atmosphere draws people to brand activations and pop-up events. 3D projection mapping can create the right atmosphere. 3D projection mapping has become more accessible and affordable thanks to technology.
- Engaging Participants through AV: AV should be small and portable and not rely on screens and projectors. Interactive screens, 360deg screens, and wireless presentation systems such as Montage are all effective ways to capture participants’ attention. Here are some examples.
- WiFi Connectivity and Bandwidth Pop-up events require AV and presentation technology. Participants can also expect WiFi hotspots for free.
- Temperature & Guest Comfort: Keeping guests warm in winter and during cooler months like fall and spring can prove challenging. The future holds portable glass-enclosed fireplaces that can be lit with realistic flames. These fireplaces are available in Europe and the UK, such as the Sunwood Marino.
- Food and Beverage Service It is essential to keep the environment clean and hygienic for pop-up events. Also, ensure that food and beverages are held at the right temperature. Evaptainers and Dometic have created low-tech ways to keep food excellent in remote areas.
- Cashless Payment System: cashless payment technology ensures that payments are processed quickly and accurately. Fastball, which replaced complex POS systems with plastic wristbands, is one of many mobile apps.
- Videography Recording and posting pop-up events on Tick Tock can help extend the event’s longevity. This is becoming easier with the addition of more tools.
Marketing is strong
- Pop-up events are a great way to create excitement and attract participants quickly. You will find social media to be your best friend. Post fun teaser photos on Tick Tock and Instagram with mysterious captions.
- Even if you intend to surprise, you can use “save-the-date” notices on social media with a countdown to your event to build anticipation for your announcement.
- One of my clients used pop-up events to help with their Apprentice-inspired team-building project. We sent out save-the-date notices via social media, newspapers, and radio. One team used the radio to get many people to come in after work, indicating that they had been listening all day.
