The Pop-Up VS. The Roadshow Truck

The pop-up store format is fast becoming a mainstream marketing strategy which many sectors, including everything from retail to food to technology, are adopting.

Whether it’s to launch a new brand, demonstrate the latest product, trial a new store format or simply use it as part of a publicity stunt, the pop-up store provides a great opportunity for brands to stand out.

Add wheels and you’re definitely onto a winning formula.

Event Marketing Solutions specialise in creating bespoke, experiential marketing campaigns for brands who want to interact with their demographic in an engaging way - similar to that of a pop-up, but Keith Austin, CEO at EMS describes what makes their own campaigns so effective: “…our solution has a winning key ingredient, it’s mobile.”

About the pop-up; Keith states: “Pop up stores are everywhere, there’s no escaping them these days and as consumers, we only have to take a walk around the shopping district of most cities around the world to see a temporary sign and fit-out that we just can’t stop peering into".

Sadly, whilst the inherent nature of a pop-up gives brands the benefit of creating urgency, better brand exposure and a different sales edge there are hidden downsides to consider.

As the leasing of properties can be complex, time consuming and a legal headache especially if there are multiple fit outs to take into consideration if your campaign is going national - on many occasions static pop-ups are sometimes inappropriate for brands. 

Another inherent risk with pop-ups is issues with location and flexibility, as once you’ve committed to a site there’s no going back if your customers aren’t biting.”

Brands choose roadshow trucks to market their products and services because it is a proven way of engaging with their key demographic. By making your campaign mobile, you have an opportunity to take your brand to consumers and potential customers, create buzz on the high street and ultimately increase brand awareness by creating an experience that is out of the ordinary.

EMS has worked with many brands who endorse the popular roadshow truck format. The team at Event Marketing Solutions have toured the Samsung retail experience for several years – creating a pop up showroom to educate the public and promote the benefits of their smart TV’s.

EMS also delivered a bespoke pop-up retail experience at high profile UK locations as part of Aston Martin’s 100th anniversary celebrations.

Here’s why Keith Austin at EMS believes mobile pop-ups are here to stay:

Value for money – “Part of the beauty of mobile pop ups is the number of locations your brand can visit, it can be endless. With only one fit out to pay for you can make your budget literarily go the extra miles by visiting more sites or broadening your campaign to new markets.“

Pack a punch – “When you’re a fixed pop up store amongst a row of other big retail brands it’s hard to stand out.  When your pop up experience is presented inside a giant truck it’s fair to say it’s impossible to ignore and you can guarantee its originality will draw the crowds.”

Road test – “Opting for a mobile pop up solution limits the investment risk and allows you to test specific markets and audience reaction to your products on a greater scale. A roadshow truck gives you the ultimate flexibility to follow the cash and position your brand the best locations.”

With Christmas around the corner there’s never been an easier way to quickly boost business and reach audiences face to face, far and wide.  A pop-up that is mobile, immersive and experiential is a proven way of creating buzz, loyalty and awareness of brands.

By reaching out to your demographic and visiting them at popular locations, you have the opportunity to engage with people and get your brand message across effectively. A static pop-up simply does not draw the same reverence or excitement a mobile roadshow truck commands.

To find out how your brand could benefit from a mobile pop-up experience, get in touch today.

Visit www.eventms.com and get your experiential marketing campaign started.
 

Contact Information

Kate Price

Marketing Manager

Event Marketing Solutions

Contact via E-mail