How to Market Your Popup Shop
by Startacus Admin
Over the past few weeks we have taken on the splendid challenge of compiling a series of posts detailing some of the key things that you will need to consider before you open the doors of your temporary venture.
So far on our popup progress we have delved into; how to select and secure a location for your popup shop, the legalities of running a popup shop and how to source products for your popup shop. Now that you are suitably informed on that lot, it’s time to consider some of the ways that you can market your popup shop.
By its very nature the popup shop offers some truly unique opportunities for creative and unusual marketing techniques and whilst it is true that the type of marketing you use will largely depend on what you sell in your popup shop, there are a number of things we think you would be very savvy to consider.
If you have never run a business before (or perhaps even if you have) you may not be entirely sure what one is, what its purpose is or why you should 
have one. In a nutshell, a press release (or media release) is a piece of written communication that a business can produce and distribute to the media in order to spread the word about interesting or newsworthy developments within their business.
You need only search the words `popup shop` online to see that the media goes absolutely bonkers over the whole popup phenomenon - partly because of their resilience and enormous growth through the recession but more so because they are often innovative, interesting and have a great story behind their creation. When considering a press release you should start thinking about some of the following:
-
Is your popup or the story of its creation interesting enough to warrant a press release? It is important to remember that whilst the media loves to feature popup shops they will only do so if they think that the story on offer is engaging enough... the word `popup` doesn't guarantee that people will be interested.
-
Will a press release be of benefit to your popup shop? Is the exposure that you will receive worth the effort it will take to create and distribute?
-
Have a clear and genuine headline which summarises succinctly the overall message of the press release.
-
In the main body of the release make sure that you include all the information that you would like to see appear in a news story about your popup - most journalists are very busy and will not be willing to undertake lengthy research in order to find out what they need to know. We know its a cliché but you should always keep in mind Who? What? Where? When? Why? and How?
-
Don`t forget to include details of any launch events or special promotions that you will be organising
-
Ensure that the information you provide is interesting, relevant and grabs the attention of the reader.
-
Make sure that you send it to the relevant person and that you tailor it to each different publication if necessary and ensure that you distribute them in a timely manner particularly if your popup will last for a very short time.
-
Remember that there are online communities which are specifically involved in the discussion and promotion of all things popup, so get yourself online and contact some of them to see if they would be interested in doing a feature on you.
Continued on page 2 Karen Meager, co-founder of Monkey Puzzle Training shares some insights on how leadership has changed in the last decade, and what it takes to be a great leader today. Freight rate management platform Freightify raises Series A investment to support further international growth and mission to help more freight forwarding companies digitize their operations. Crowdfunding success for Omni, the vegan dog food brand, reaffirms the recession-proof growth of the pet nutrition industry. Want to learn a new language? Weeve is an innovative startup that has created an innovative, creative and effective way to help you do just that. Want to build an investable, scalable tech startup? The Raise Accelerator programme is now open for applications and will help you do just that. Want to increase visual engagement for your startup's Instagram account? These tips will help you do just that. Fashion innovation thanks to Italian Artisan and its B2B one-stop marketplace that connects international brands with hard-to-get authentic artisans. Want to gain an edge over your business competitors? Listening to your audience is an absolute must. The Clothes Doctor mission to fight fast fashion continues as the innovative eco clothing care brand raises £1m to support further growth. If you plan on using social media to promote your brand, these simple rules will help, increasing both brand awareness and the number of consumers.
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.
- Freightify secures $12M funding round to power digital transformation for freight forwarders 2nd Feb 2023 Freight rate management platform Freightify raises Series A investment to support further international growth and mission to help more freight forwarding companies digitize their operations.
- Vegan Dog Food Brand, Omni Smashes £400K Crowdfunding Target 1st Feb 2023 Crowdfunding success for Omni, the vegan dog food brand, reaffirms the recession-proof growth of the pet nutrition industry.
- Raise Spring Accelerator programme seeking applications for next cohort 30th Jan 2023 Want to build an investable, scalable tech startup? The Raise Accelerator programme is now open for applications and will help you do just that.
- Leading French Travel Co. Offers Mentoring to two UK startups on its prestigious two-month programme 23rd Jan 2023 High-potential social impact startups from the UK sought for the 9th annual Les Tremplins by Voyage Privé programme.
