Le blog de Nestore

Why communicate on your pop-up store?

Give visibility to your ephemeral store

If there is no smoke without fire, there are no customers without communication.

Ok the shortcut is quick, but one thing is certain: your customers won't guess what you're doing, where, and when you're doing it. Your objective? Make enough noise around the launch of your pop-up store for the message to reach your target audience. “Easy!” You will tell us, good targeting, a clear message, a communication channel that works and that's it. In reality, it is much more complex.

Digital technology and communication technologies have revolutionized consumers' relationships with information. Drowned in advertisements, he is more critical and more demanding, he “ghoists” brands more easily.

So, to avoid paying the price, make sure that the attention of your customers and prospects is sufficiently mobilized. Use of the senses, frequency of exposure, diversity of channels or even originality of the message, all shots (or almost) are allowed.

Another point that should not escape you: communication is now bilateral and interactive. In other words, the consumer can (and wants) to react, respond, express their opinion, or share your message. Enough to give a completely different resonance to your communication.

As you will have understood, making the consumer an actor in your communication increases its impact tenfold. Jackpot for the visibility of your pop-up store!

Place the point of sale at the heart of your communication plan

Website, social networks, newsletter, Google sheet... to communicate about your store and get people to come to the store, the basics quickly come back to the table. But remember, zapping is never far away. So, to avoid it, you'll have to play it fine. Your ruse? The point of sale itself!

Put at the service of your communication, the point of sale plays a double role: between reason and means of communication.

Communicate yes, but communicating well is better

Identify and choose communication channels for your pop-up store

Not all pop-up operations are the same. Launching a range, capsule collection, testing a new concept or a new clientele, depending on your goals, your approach will not be the same.

Overview of communication levers for your store. The B.A.B.A:

• Your website : an information pop-up on the home page, without forgetting to update the information on your “Find us” page.
• Your Newsletter : a newsletter dedicated to the opening of your pop-up store with essential information and a key message to make you want to travel (opening dates and hours, address, added value).

• Vos social networks : Instagram, LinkedIn, TikTok... use your networks to inform your community. Publications, videos, stories or even profile descriptions, between content quality and repetition, be sufficiently impactful.
• Influence and micro-influence : opt for an influence strategy, to create significant word-of-mouth advertising around your point of sale. In particular, rely on micro and nano influencers, who are often testers of new products at the local level.

A “boost” effect on the visibility of your ephemeral store, provided you have good control your common thread of communication. Your customers and prospects must be able to find all the information associated with your pop-up store, regardless of what channel they use. In short, we avoid confusing the waters and we rely on clear information, served on a small silver platter.

Attracting consumers at the point of sale with a drive-to-store strategy

What's a “drive to store” strategy? That's all you put in place on the web to make consumers want to visit your store.

In short, it's using digital technology to generate traffic and increase your turnover. ✨ A magic wand and you're done (almost):

• La Google My Business sheet: starting point for good digital visibility, it allows you to optimize your natural referencing on the web and to give all the information relating to your pop-up store.

A piece of advice: don't miss out, 88% of consumers who do a local search then go to a point of sale to finalize their purchases.

• La digital advertising on social networks : with geolocated targeting to optimize your campaigns.

A tip: set a budget, a target and specific objectives for your campaigns, the competition is tough on this field and you will not escape the explosion of acquisition costs.

• Les SMS marketing and notifications : by text message or via a mobile application, use your customer database to target and optimize the effectiveness of your strategy.
• The click and collect: acclaimed by the French, it also makes it possible to generate additional sales (28% of customers who use it buy additional products in stores).

Finally, don't forget that the consumer is far from docile. Offer him in store what he can't find online. Here, no constraints or manipulations, but rather an enriched experience (quality of services, personalized advice, proximity to the brand...).

Use the point of sale as a communication tool

Both an object and a means of communication, the store must be placed at the heart of your marketing actions and your communication strategy.

• La storefront : respect the rule of 3, 3 seconds to convince, 3 heights for a balanced composition and to differentiate products, 3 colors maximum in harmony with your visual identity, 3 products in one to attract effectively.
• LOutdoor signage (or street marketing): use the street as a field of expression. From the display to the treasure hunt, be inventive to be visible and to make you envious.

LThe business environment : partner with other businesses in the neighborhood to create a global experience with careful attentions. Good for a treat at the local ice cream shop or a “what to do when you leave the store” program... use surprise marketing to engage your visitors. They may even leave with the loyalty card in their pocket.

Finally, putting the point of sale at the service of your communication plan also means creating bridges between digital and physical. Whether it's bringing influencers to the point of sale or using the location to create content (live, tutorial, etc.)... the pop-up store is an investment, make the most of it all the way!

When should you communicate on your pop-up store?

Before launch: make you want to

Like a movie trailer, communication should raise the tension before your pop-up store opens.

On the social networks : share, engage and target your prospects.

• Share : backstage videos on the establishment of the store, photos of the pop-up and information revealed in stages;
• Engage : community surveys to make you guess the location of the pop-up, co-creation (concept, capsule collection, goodies etc.);
• Target : sponsored content to reach your target audience and reach new prospects.

During the pop-up store: make you want to come

“Come on, you'll see it'll be cool.” For your pop-up store, be smarter than your buddy Relou and Show that there is real added value to go to the store.

Personalized advice, exclusive offers, limited editions, workshops, round tables or vouchers to be won/used only at the point of sale... engage your community.

To do this, we refer you to the tools mentioned above, social networks, influencers, videos... it's time to bomb (intelligently) because time is running out.

After surgery: making the experience of the ephemeral last

You put energy, time and money into it, it's not going to end in a snap. After your pop-up operation, looking back on its highlights is an opportunity to make an impression again (and make those who missed out regret... oops!).

It is also make your customers and partners feel like actors in the adventure that you have just experienced, a guarantee of loyalty and a sense of belonging to a community. How? Flashback videos, emailing, souvenir cards or even thank you messages.

You will have understood it, communicate on its pop-up store It's not just a moment. It is more like an endurance race, like Mario Kart, where the pieces of the journey are none other than your customers and prospects.

Not to mention that the point of sale itself is a means of communication, to be put at the service of your brand and your content creation. For the pleasure of the most kings among you!