Pop-Up Events: Do’s and Don’ts

As anyone who has designed a pop-up event knows, creating something that goes off flawlessly and yet looks as if it spontaneously happened is an art form.

As the planner, you have to draw a crowd and yet keep it under wraps until the day of the event. You need to make it appear serendipitous, yet plan for it as seriously as you would a traditional meeting.

Pop-up events can be free to the public or cost big bucks. Either way, the event is the experience, and attendees have come to expect that element of surprise and sense of exclusivity that go along with the genre.

Following are a few do’s and don’ts for designing pop-ups:

Do Set a Clear Marketing Goal

Planning a pop-up takes more of a marketing strategy than other events because of the buzz it creates. You want to ensure it is used in the most effective way. Is the event focused on a product rollout, or to build buzz and create fans? Knowing the expected outcome will help you create a more effective pop-up.

Don’t Overlook Licensing Requirements

A common newbie mistake involves realizing at the last minute that licensing is required by the pop-up location. Don’t forget permits and insurance as well. 

Do Try to Find the Location Yourself  

There are specialized real estate agents that can find exciting temporary locations for you, so you don’t have to scout it out yourself. 

Do Use Social Media to Power the Pop-Up

One of the essential marketing tools you’ll use is social media. Lean on it to market the event and to keep in contact with previous attendees. You’ll also want to make sure you have some way to harness this after the event, such as a newsletter sign-up or a private Facebook group.

Do Consider Pop-Ups — Regardless of Your Industry

Pop-ups are about creating an atmosphere that people want to be a part of. It allows them to experience something unique and unexpected; something they can tell their tribe about. For this reason, you can use a pop-up event in nearly any industry, as long as you have the budget.