Building a Crowd for Your Pop-Up Grand Opening

Building a crowd for pop-up's grand opening.

Think of all the work that goes into setting up a pop-up store. You need to find a location, get your products together, stage it, market it and more. Now imagine you work on this for several weeks or months, and when it’s finally time for the grand opening, hardly anyone shows up. This would clearly be very disappointing and something you’ll want to avoid at all costs. Here are a few tips to ensure a crowd at the grand opening of your next pop-up shop.

Choose the Right Time and Place

The most important decision you’ll make is the time and place for your pop up store. You want to find a place that is heavy in foot traffic at that time of year, ideally with your target audience. For instance, setting up a pop-up shop inside your local mall will probably be more successful if you do it around the holidays rather than in the middle of the summer. Unless your business is offering products to use on the beach, in which case summer is the preferred time to set up.

Before settling on a place, make sure you’ve considered all your options. Choosing the wrong place, or setting up at the wrong time, is the easiest way to ensure a lackluster opening day, so don’t rush into a decision.

Promote Your Pop-Up Store Online

Just because you’re setting up a pop-up store to make sales in person doesn’t mean the internet doesn’t have a role to play. The internet is the best tool at your disposal to market your pop-up store and let people know when you’ll be opening.

Some places you’ll want to promote yourself online are your website, your email list, on social media, and any local forums. Start getting the word out as soon as you have a date and location for your pop-up store and keep promoting it all the way up until the big day. The more people you can reach online, the more people that will show up on the big day.

Draw People In

The third thing you’ll want to focus on is drawing in people who happen to be walking by. The reason you’re setting up a pop-up store is to take advantage of foot traffic, but you need to give them a reason to come in. For this, think about the five senses.

Have plenty of signs around advertising your store and what’s in it. Play some fun music to draw people’s attention. If you’re selling food, make sure people can smell it as they walk by. Talk to people as they pass by and offer to let them test out a product or hold it in their hands. The more attention you draw to yourself, the better your grand opening will turn out.

Take Advantage of the Grand Opening Crowd

If you follow the advice above, you should get a pretty good turnout for your grand opening. To make the most of this though, you need a system in place to turn these leads into sales. Make sure you have plenty of products on site to sell, and the ability to gather contact information from people who walk in.

Opening day of your pop-up store is an exciting time, especially if drawing in a large crowd. A strong grand opening can generate word-of-mouth and long-term customers.

To find out more about setting up a pop-up shop, or how to make the most of your opening day, check out Westfield’s leasing options for more information. We have a variety of pop-up rental options to help you gather an audience.

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