You’ve probably seen it on your own Instagram feeds: brands going the extra mile to create immersion experiences that are too good not to snap for the gram.
Social media sharing is an important part of society in 2018, and brands have fully caught on to this. Influencer marketing and targeted campaigns are two powerful social media marketing techniques, but sometimes, the best way to get real engagement is to include the customer in the action.
Pop-up shops are the answer to this notion. Brands are constantly putting up pop-up locations to sell or promote what they offer. Pop-up shops have an inherently Instagrammable quality. They’re under-the-radar, are available for a limited time only, and are an example of experiential marketing.
Experiential marketing is one of the best ways for brands to connect with their customers and give them above and beyond service. Good experiential marketing is taking a fun, engaging thing to do and using that as the backbone to create a photo-worthy aesthetic. The point to emphasize is the doing. The activity should be what the entire pop-up shop is centred around. This is what differentiates experiential marketing from just another content photoshoot.
More than just throwing up a pop-up location and waiting for the lines to form, brands are creating interactive displays that beg to be Instagrammed. In fact, these displays often end up trending on social media, essentially going viral and creating a ripple effect of brand awareness.
Here are some of the top examples of brands taking an Insta-worthy approach to their pop-up shops, resulting in massive customer buzz:
Venca, a Spanish e-commerce pioneer, specializes in women’s fashion. Customers could step into their digital pop up illuminated by branded lighting panels. Inside they could digitally browse new and exciting offers, ordering them instantly to arrive at their home in 24 hours. This pop-up could be tailored with smart shelves and smart screens to capture browser “impressions,” providing insights into which items prompted the most interest and which merchandising displays were most popular.
This digital pop-up was designed to light up at night. Shoe pop-ups always generate a huge amount of interest so it’s no surprise that Nike went with this highly Instagrammable setup.
The crystal jeweler made the most of holiday buzz with this Christmas themed pop-up. Its simple interior is welcoming to customers, letting them step into a little winter wonderland. They can take pictures beside the whimsical piles of presents or the luxurious centrepiece. The pop-up also features selfie screens where customers can take selfies with celebrities such as Boy George or Naomi Campbell posing with them. Touchscreen consoles let customers browse items and take quizzes to find their personal “sparkle style.” A fantastic mix of experience and aesthetic, the Swarovski holiday pop-up was a sparkling ornament itself.
Why do interactive and Instagrammable pop-ups work so well? It’s because they transcend traditional marketing. The population is getting more and more tech savvy, revealing the marketing “man behind the curtain.” They tune out television ads, ignore on-page website marketing, switch off radio ads, and drive by billboards without looking. All this advertising still has some effect, but not the mighty weight that it used to. Pop-up stores and experiential marketing are so effective, in contrast, because:
People love experiences. Consumers in general, not just millennials, will most often choose experiences over things. Drawing people in with an experience is an immediate value proposition to them.
People crave authenticity. There’s no better way for brands to display authenticity than by sending their representatives out there into the field to engage with customers directly. Pop-up shops can give a more nuanced experience to customers, displaying what the brand is really all about. 87% of global consumers say it’s important for brands to act transparently and with integrity at all times.
There’s real incentive. Pop-up shops often hand out free goodies, which people rarely turn down. Giving something away has actually been proven to increase the average amount a consumer spends at the same store.
People love having novel content to share. It’s something to shake up the same old style, and it shows off what individuals are interested in.
Pop-up stores are a growing trend, showing growth every year in digital innovation. Digital displays give interactivity and customization, allowing pop-up planners to think even bigger with what they can offer. Pop-ups get people interested, a rippling effect that gets other people excited to see what’s happening themselves. If you prioritize the experience, customers will be truly engaged and become lifelong fans of your brand.
Looking for LED displays in the Greater Toronto Area? Big Digital has over 15 years experience in providing interactive experiences for trade shows, retail, events, and outdoor operations. Call us at (888) 339-1815 or contact us here to inquire about what type of display is right for your business’s needs.