Taking Cues from Pop-Up Stores to Boost Attendance and Excitement

The line between trade show activations and pop-up shopping experiences has been blurring, and event pros should be embracing it with open arms.

Events are all in one family, and these cousins can undoubtedly benefit from chatting at the reunion. The influencer and trend marketing playbook is extensive–nearly as extensive as some of the pitches that sales professionals are assaulting attendees with.

Fashion, makeup, food, luxury, and celebrity brands excel at stirring up anticipation for events and leaving a lasting impression on attendees. The innovative strategies utilized by pop up store planners are not far off from how trade show pros attack the show floor currently, it just requires a small step up to adapt and thrive by embracing the generational shift in expectation.

The Power of Immersion and Interaction

One of the cornerstones of successful pop-up experiences is immersion. Luxury handbag companies, for instance, spare no expense in creating an environment where attendees can fully immerse themselves in their brand.

They go the extra mile by hiring craftspeople to customize luggage tags or offering live demonstrations of the artistry that goes into their products (think a custom painted Louis Vuitton bag!). This level of immersion transforms the mundane act of shopping into an unforgettable adventure.

Similarly, the trade show industry can take inspiration from this approach by creating immersive booth setups. For example, exhibitors can offer live demonstrations of their products or services, allowing attendees to see, touch, and experience them firsthand.

This hands-on interaction can leave a profound impact, far surpassing what a brochure or PowerPoint presentation can achieve. If a product or machine is too big for the floor–this is where technology comes in. The touchscreen is your best tool!

Entertainment as an Engagement Tool

Pop-up stores often incorporate entertainment elements to keep attendees engaged and excited. Shoe companies, for instance, have been known to book DJs and introduce oversized prop shoes, as well as limited edition drops to give away to attendees.

Draw a crowd, get them excited, and give them something that will make all their friends who didn’t attend jealous.

Trade shows can certainly adopt this strategy by incorporating entertainment elements into their events.

From live music performances to interactive games and activities, entertainment can transform a trade show booth into a hub of excitement.

This not only attracts attendees but also keeps them engaged and encourages them to spend more time exploring what exhibitors have to offer.

The Hashtag Effect

In the age of social media, hashtags have become a powerful tool for marketing and engagement. Putting your efforts directly into the feeds of people who may not have been able to attend, or competitors who want to stalk you, hashtags pack a lot of power.

Pop-up stores leverage this by setting up branded backdrops and offering perks to attendees who post photos with specific hashtags. This not only generates buzz during the event but also extends its reach to a broader online audience.

Trade shows can capitalize on the hashtag trend by creating visually appealing, branded backdrops and encouraging attendees to share their experiences on social media. By doing so, they can harness the power of user-generated content to amplify their event’s impact and reach.

Moreover, offering incentives, such as prizes or discounts, for social media posts can encourage attendees to actively participate–as well as giving your team a great jumping off point for after show conversations.

Commitment to the Bit

Perhaps the most crucial lesson the trade show industry can learn from pop-up stores is the commitment to the concept. Pop-ups fully embrace the experience they offer, from design and branding to entertainment and engagement.

This unwavering dedication to the theme or concept is what sets them apart and generates genuine excitement among attendees. They aren’t afraid to get funny, funky, or bring in fresh ideas.

To achieve the same level of enthusiasm, trade show exhibitors must fully commit to their brand and message. This means going beyond traditional booth setups and thinking creatively about how to engage attendees.

Exhibitors should ask themselves what truly excites them about their brand and how they can convey that passion to their audience. Don’t be afraid to don a silly headband if it means people will approach you to discuss the googly eyes on your head.

In conclusion, the trade show industry has much to gain from the innovative strategies employed by pop-up stores. By focusing on immersion, interaction, entertainment, and social media engagement, trade shows can transform into dynamic, exciting events that leave a lasting impression on attendees. To achieve this, exhibitors must fully commit to their brand and the experience they aim to provide. As the worlds of trade shows and pop-up shopping continue to converge, those who embrace these lessons are poised to thrive in the ever-evolving landscape of event marketing.