All You Need to Know About Pop-Up Shops
Whether it’s changing an entire brand (throwback to iHob) or spending millions on commercial spots (hey Tide), marketers are always trying to grab consumers’ attention. So what’s the latest trend? Pop-up shops. See how big brands are using them and why hotels should, below.
Big Brands Are Popping (Up)
Basically brands are setting up temporary retail spaces to show off new products or attract new customers. This summer the Museum of Ice Cream and Target partnered to open The Pint Shop, an interactive pop-up in NYC. The shop (which is still open) shows off unique flavors that are now available in most Target stores. In July, Taco Bell transformed a San Diego steakhouse into the futuristic Taco Bell pictured in the 90s classic Demolition Man. The fine dining Taco Bell was only open for one weekend to celebrate the movie’s 25th anniversary.
Okay, But What About Hotels?
There are two ways that hotels can merge with the pop-up platform- they can create a pop-up for their own brand, or they can provide the space for other businesses’ pop-ups.
Let’s explain.
A pretty well-known brand called Black Tomato launched “Blink” not too long ago. Blink sets up one-of-a-kind temporary luxurious stays in some of the most remote locations. Guests stay in the custom pop-up abode before it is taken down and never rebuilt. This business model works great for Black Tomato, but it might be a little tricky for someone like the Mandarin Oriental. Instead, established hotel brands can offer their space for business pop-ups. For example, NYC’s Paramount Hotel offered up some of its space for the Tony Awards pop-up shop. Paramount provided the perfect location (street-level, AC, free Wi-Fi) & the pop-up shop attracted extra attention to the hotel; a win-win.
What do you think of hotels using pop-up shops as a new marketing tool? Comment below!
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