So you’ve rented a space, or joined a shop share, and now you are ready to welcome the flood of customers. But how do people know where you are?
Social media channels are vital in building or growing your brand. You should be posting before you pop up, during the pop up and after you have finished. By being consistent and snapping great pictures and reels, you are not only adding to your platform, but also getting sales. Customers may shop online because they have seen you in a bricks and mortar popup, or they may see the additional content, a different way of showcasing your products, and either head to your pop up or buy online.
This is why hybrid selling is so vital. Your website doesn’t have to be complex, and you can even direct potential online customers to your Etsy or Amazon stores, but you do need a presence, and it needs to be up to date and professional. Having a few best sellers with great photos is better than having your whole range in a jumbled mess with no photos, so take it slowly and keep building as and when you can.
Word of mouth is a great way to spread the word you are popping up. Talk to local PR outlets, local business groups, and if you are shop sharing, hook up with everyone else in the shop for joint promotion ideas.
Offer a discount or a goodie bag for your customers. Sometimes an incentive is just what you need to get people through the door (online or offline).
Be present at your pop up as much as you can, or shout about the one day or afternoon you will be present and conducting a Q&A or Maker’s/Crafter’s workshop.
Sell your backstory. Why did you decide to start your business? Nobody is more passionate than you, and customers will relate and connect.
Start a newsletter, and let all your subscribers know you are going to be on the high street. You’ll be surprised why drops in, and it could lead to sales.
Use your customer service skills to create a rapport with potential customers, and ensure you have payment options for cash and card, especially if you have lower priced items.