Planning a pop-up event is an exciting but challenging task. Whether you want to create buzz for a product launch — 91% of people are more likely to buy your product or service after an event — showcase a new event space, or boost your brand awareness, pop-up events are a fun and unique way to engage audiences and add the element of surprise.
But how can you ensure your event stands out in the sea of pop-up experiences?
From selecting the perfect location to crushing the marketing, there’s a ton to consider when architecting the event of a lifetime.
With Eventbrite at your side, you’re in safe hands. We’ve been the backbone of millions of events worldwide, gathering the secret sauce for pop-up success.
In this article, we’re going to unpack seven pro tips to help catapult your next pop-up from “meh” to “magnificent.”
What are pop-up events?
Pop-up events are spontaneous gatherings or experiences staged at a specific location, but only for a short time. Typically, each event centers around a particular creative theme.
These special events come in all shapes and sizes, from pop-up shops to pop-up dining events, art shows, or any other kind of event designed to create an exclusive and memorable experience.
For example, the Pancakes Booze & Art Show is a fresh take on the pop-up art gallery. The event creators team up with local artists and musicians and attract attendees by offering them all-you-can-eat pancakes and drinks.
With the right approach, pop-up events can be a great tool for creators and entrepreneurs. Not only do they create excitement and generate exposure for the business, but they’re a chance to test new ideas and offers and engage with your community.
Why are pop-up events all the rage nowadays?
Pop-ups aren’t all about slinging your products to every random passerby. They’re about offering something fresh and creative — a unique shared experience and a temporary “break from the ordinary.”
Just like music festivals or comic book conventions, pop-ups are cultural events. They create a sense of community and belonging with attendees and can help your brand form deeper connections with a targeted, engaged audience.
And, according to a Deloitte study, emotional connections drive brand loyalty.
Yes, selling your stuff is a clear advantage of pop-up events. But cultivating a loyal community is the real long-term gain.
7 pro tips for planning the perfect pop-up event
Ready to host your pop-up? These seven pro-level tips will help you transform your unexpected event from a one-off occurrence to a standout success that leaves a lasting impression.
1. Pinpoint your pop-up’s purpose with clear, actionable goals
Well-defined, achievable goals are the bread and butter behind every successful pop-up. Whether you want to unveil a new retail experience, showcase a new event space, boost customer engagement, or just get your name out there, your goals will guide every decision you make.
For example, if your ultimate goal is promoting a new course or workshop series, then your event pricing, theme, activities, and marketing campaigns should be in lockstep with this intention. Without clear, actionable goals, you risk prioritizing the wrong things and missing out on big wins that drive attendance and ticket sales.
2. Attract your target audience with the perfect location
Location can make or break a successful pop-up event.
So, when scouting your locationor event venue, think about your target audience’s habits and preferences. Is there a trendy neighborhood they dig? What about a popular park where they hang out? Or a well-known coffee shop in the area?
This information will enable you to do two things:
- Find out where your audience frequents
- Bring your event closer to them
For example, let’s say you’re launching a new protein bar. A pop-up location near a gym or a health food store would be ideal.
But the right location isn’t just about attracting foot traffic. It also needs to establish context and support your event’s narrative.
For example, the Downtown Akron Partnership’s pop-up event, Pop-Up Yoga on the Plaza, took place at Cascade Plaza, right in the heart of the city. Not only was this a convenient location for their target audience, but it resonated with the event’s theme of finding peace and tranquility amidst the hustle and bustle of busy city life.
3. Prioritize logistics from the get-go
It’s easy to get caught up in the whimsy of planning a pop-up event. But logistics are an essential part of pop-up planning, and overlooking them may jeopardize your event.
To make sure your event goes off without a hitch:
- Secure all the necessary permits and licenses
- Think about what type of technology (e.g. mobile payments) you might need
- Think about all potential roadblocks that may prevent your event from happening
- Have a contingency plan
For example, let’s say you’re launching your new pickle-flavored potato chips. To capitalize on a popular trend, you decide to host a pop-up pickleball tournament. What’s your plan if it’s pouring rain?
Yes, logistics can be boring, but starting with logistics in mind can help insulate you from disaster and help you overcome challenges.
4. Partner up for a more powerful pop-up
Clever partnerships can boost your event’s reach and multiply its impact. By teaming up with influencers, local business owners, or nonprofits that align with your brand, you’ll access their audience and attract more attention.
Collaborations not only broaden your reach, they also create a richer event experience. By fusing your partner’s perspectives with your own and pooling your skills and resources, you can offer attendees a more impactful and diverse event.
5. Ignite interest with smarter event marketing
Smart event marketing increases your pop-up event’s visibility and boosts attendance.
Combine traditional marketing techniques, like radio spots and flyers, with digital marketing strategies, like social media ads and email marketing, for more potent campaigns.
And if you’re looking for a simple and effective way to get the word out about your event, Eventbrite’s marketing platform has all the marketing tools you need. Reach your audience, sell more tickets, and grow your event by:
- Sending automated multi-event ads on social media with our Facebook integration
- Using our email marketing features to broadcast to your contacts quickly
- Connecting with the right target market using our smart audience insights
The bottom line is that smart event marketing simplifies your promotional efforts. This allows you to focus more on delivering the best possible event experience rather than being bogged down by the marketing details.
Need to maximize your reach? Get the word out with Eventbrite.
6. Embrace the digital age with a virtual pop-up event
With virtual events, geographic limitations no longer matter, making your event more inclusive. This can be a game changer for this type of event because it’s a cost-effective way to reach a global audience and tap into a wealth of new attendees.
So what does a virtual pop-up event look like? They can take many forms, but some examples include:
- Masterclasses and workshops
- Live product demos
- Q&A or AMA sessions
For example, cooking school Milk Street promotes its premium membership packages by hosting small group virtual workshops like Homemade Ice Cream & Sorbet with Fany Gerson.
You can also host a hybrid event, which blends elements of both in-person and virtual experiences.
If you’re terrified of hosting a hybrid event because of all the technical challenges, don’t be. With the right platform, you can pull off a seamless hybrid event that engages both in-person and online attendees.
7. Keep the party going by turning attendees into long-term fans
Your pop-up event is a golden opportunity to build lasting customer relationships.
For example, you could offer a discount or exclusive bonus in exchange for email signups. With this contact info, you can launch post-event nurturing campaigns, turning one-time attendees into loyal customers and multiplying the ROI of your pop-up.
As another example, you could offer a chance to win a prize in exchange for social media follows and mentions. Or you could ask attendees to post pictures of the event and tag you in them. This expands your brand’s social media visibility and creates a sense of community, strengthening the connection between you and your audience.
Remember, your relationship doesn’t have to end when the event does. By engaging with attendees through email and social updates, you keep the connection alive and stay top-of-mind.
Launch your next pop-up event with Eventbrite
Pop-ups are exciting pit stops on the road to bigger audiences and brand loyalty.
Whether it’s brainstorming creative event goals, finding that must-have location, or tuning your logistics into a well-oiled machine, every detail must work together to create an unforgettable experience.
Every pop-up is an opportunity to build your brand. So next time you plan a pop-up event, remember these tips and put them to work.
And if you need a hand with planning, managing, and making sure your pop-up goes off without a hitch, sign up for Eventbrite. We have all the tools to help you pop off a truly unforgettable pop-up event.
