Why “Pop-up” Thinking Can Boost Your Marketing

What can marketers apply from the “pop-up” go-to-market concept popularized in recent years by Halloween costume stores, and now chefs?

iStockphoto.com

iStockphoto.com

First of all, think about “pop-up” as a business mindset, not just a retail brick and mortar tactic.

Applied this way, pop-up thinking encapsulates a range of important ideas such as customer choice and variety; experimentation and testing; and an agile, asset-light business approach.

For example, writing in The Wall Street Journal, Jane Black highlighted how chefs are using a modified pop-up model to build their brands and make money. A common approach is to join forces with an existing restaurant owner and “take-over” the physical space at a designated time to produce and deliver the chef’s concept. As Black explains, “permanent pop-ups also feed diners’ hunger for all things new.” Continue reading