Pop Goes the Event!: A Pop-Up Event Primer
Over the last 5-10 years, “pop-up” events have become quite, dare we say...POP-ular. I’ve had the distinct privilege of supporting pop-up events over the summer and it’s honestly been as much of a joy to be “working” the event as it is for me to be an attendee. ELE partner and friend, Holley Simmons, owner of DC flower shop She Loves Me, uses pop-up events to create safe, fun, and “Instagrammable” moments that create a vibe for her brand while she’s between store locations.
Pop-up events can occur on many different scales but this primer is focused on free-flowing pop-up events that involve an activity, a freebie, retail, or service. These tips are ideal for the following business or organizations: small/local businesses, online-only businesses that want to get offline exposure; hyper-local businesses that want to break into a new neighborhood; nonprofits and advocacy groups bringing resources to the community; and the list goes on.
Here’s a COVID-conscience primer for anyone who wants to “pop-up” an event:
Invest in tents, fans, folding tables, & chairs: The most successful pop-up events have tents (with weights to keep it grounded!) shielding the sun and rain and giving the event some visual legitimacy. A lightweight folding table, folding chairs, and some fans will also help.
Use good signage, blast good tunes: Use a sandwich board or poster with bold lettering to advertise the event and get publicity for your business or organization, even for passersby. Clearly feature the event name, freebies & discounts, your logo, and website. You may include a QR code on your signage that leads to the event landing website for email capture. If music is permitted, play some crowd-pleasing tunes on a bluetooth speaker.
Be COVID careful & prepared: Outdoor pop-up events are sublime for creating COVID-safe environments and easy to reschedule if needed. Be sure to have lots of hand sanitizer, gloves, disposable masks, and disinfectant wipes visible and available for all to use. Encouraging staff and participants to mask up is the safest option - check your local regulations daily for guidance. If you are serving food or drink, make it individualized and easy to-go.
Get digital about the marketing & flaunt your freebies: Prep your digital marketing for the pop-up in advance. All marketing assets should concisely state the “what, where, and when” and shamelessly boast freebies or extras. Don’t be shy - post on social channels, send an email to your list, ask partners to re-post, and have a plan to post and email periodically in the time leading up to the event and during the event. Use QR codes in any print advertising, flyers, or signage that ideally leads to a landing page that captures email addresses. Offer a freebie or discount to anyone who signs up for your newsletter, follows you on social media, or posts a pic from the pop-up - level up by having fun accessories or signs for their selfies.
Food, permits, & partnerships - oh my!: Depending on where you are hosting your pop-up event, you may need a permit or special permission - do your due diligence! If you are serving food or drink at the event - especially alcohol - additional permitting may be required. If it’s an easy lift, consider partnering with another small business or non-competitor to provide additional exposure and capture a whole new audience.