Why open Pop Up Shops at Festivals or Events?
The summer sport and festival season is upon us. For some this means getting ready to camp out for the weekend and deciding on which bands or sports to go and see. For others it means taking advantage of the opportunity to increase revenue and getting their brands or businesses out there. From Glastonbury, Isle of Wight and Download to the Association of Independent Festival’s (AIF) 50 member festivals and other independent events, there is a plethora of choice out there. According to the AIF, the smaller independent events have, over the last five years, contributed £1 billion to the UK economy, reports Billboard magazine.
If you’re a business and interested in reaching festival audiences (with a potential audiences ranging from a few thousand a day to 175,000 a day!), here are a few tips to help you make the most of the marketing potential found in fields all over the UK.
Essential advice for running Pop Up Shops at Music Festivals
Put Your Application in Early - You will need to consider all the different festivals you are interested in targeting. The Festival Calendar or WikiFestivals offer a useful list, listing not only the music festivals in the UK but those on the international music scene too. In addition, the Festival Calendar offers a UK food festival list to boot.
Once you've decided where you'd like to open your pop up shop, contact the festival organisers and put in your application as soon as possible. You will usually hear if your bid has been successful a couple of months before the date of the event or, for last minute applications, this could take only a few days. Once your attendance has been confirmed, you will need to begin work on your planning. If you have missed out on some of the big ones, target smaller or newer festivals as they might still have trader spots available.
Send the Right Team - Festivals offer huge selling potential and offer a great opportunity to make important sales or raise awareness of your brand. To make the most of the great footfall they offer, it is important to send the right team along to run your pop up shop. Those who will be able to interact with the festival goers and help reflect the right image and personality of your brand. Choose sales people who are comfortable in the festival setting, are as enthusiastic about festivals as your target audience and are happy to work long hours.
Attract Attention – With so many pop up shops now found at these events it is most important to make yours stand out from the crowd. A kiosk is ideal. Kiosks are available in many different sizes and with a standard white plain exterior, offer a perfect blank canvas for colour, graphic, logo and livery application. For an eye-catching exterior, the more creative the better!
Offer promotional material – Not everyone will be there to buy, they may have other things on their mind. However, that doesn’t mean they are not interested in your product. Offering promotional material, a leaflet, a promotional code for online sales etc., ensures that potential customers can take away something about your brand, learn more about your products and buy from you at a later date. It is therefore important to have appropriate marketing materials as give-aways in your pop up shop, in order for prospective purchasers to revisit your store online.
Prepare for all Weather Conditions – A further, and rather vital, benefit of choosing a retail kiosk as the base of your stand is to provide protection from the elements. Festival goers may revel in wet and muddy weather, but for traders the unpredictable weather can be responsible for catastrophic sales. Keep your products, stock, information and staff protected in a pop up kiosk shop - a far more superior option than a traditional market stall.
If you would like to find out more about using retail kiosks as pop up shops at festivals, do give us a call on 01905 613850 to discuss our options.