Pop-up shops can 'enhance live brand experience'

Date: 28/01/2010

Organisations looking to give their business that added edge over the competition ought to consider a live brand experience and set up a pop-up store sooner rather than later, according to an expert.

Natasha Kizzie, the head of entertainment at KLP Euro RSCG, told UTalkMarketing that brands including HMV, Red Bull and Orange are setting out pop-up shops, with their "relative rarity" delivering "guaranteed column inches" for innovative organisations, though this stands to fall as more organisations get on board.

She noted that temporary spaces are freeing up - likely due to recessionary trends - while events still continue, creating a time and place for more direct marketing techniques.

Ms Kizzie added: "Pop-up stores should be really intense creative brand hubs: distilled expressions of what your brand stands for. It's like an espresso shot of your brand - you get a little concentrated experience."

Over the Christmas period, HMV famously established itself in towns and cities around the country which were bereft of a dedicated media store during the biggest shopping time of the year.

Posted by Michael Ewing ADNFCR-2060-ID-19583984-ADNFCR

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Pop-up shops can 'enhance live brand experience'

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