As pop ups get the thumbs up from business owners across the globe, the trend of using pop up shops to promote small business, new design and art in India is one that is growing slowly but surely. For the uninitiated, a pop up shop is a retail point that surfaces for a few days and then disappears. The allure lies in it being transient and a platform for products that are either one of a kind, limited edition or made to order.
Not only are pop ups becoming a cost effective way for new and small businesses to tap the market across India, Facebook is becoming a popular place for organizers of pop up events and bazaars to promote the event and get the word around. Here is a look at how creative entrepreneurs in India are using Facebook for pop up retail:
The success of a pop up event depends on two things: participation and footfalls (not sales but footfalls at least the first time you are hosting an event). This is why pre event promotions are necessary and you need to plan them well.
A great way to generate interest would be introducing the event and setting up a landing page, website or blog and linking it to your Facebook page. An interesting write up about the concept, where you are planning to host it and which products/designers are going to be there help in positioning the event and make people sit up and take notice.
For instance Black Taxi Creative concepts which organizes pop ups has used their Facebook page to link to their blog.
Curating and Sharing Products
One of the alluring factors about a pop up event is that the products showcased are hard to find, more on the lines of collectibles and designer stuff. Clicking pictures of the wares on offer at the bazaar you are planning to host and sharing them on Facebook or sharing albums by designers/ creators who are going to participate is a good way of letting people know what to expect at the event.
Candy Bazar, a one of a kind event featuring hard to find kids products is all set to happen on 22nd June in Bangalore. Sheetal Gupta, the lady behind the event is doing a great job curating and sharing what’s going to be on offer on the Candy Bazar Facebook page.
Releasing teasers is not just limited to film makers, as an event organizer teasers leading up to the event are a useful promotional tool. The F.A.T. Bazar (The Finders and Takers Bazar) organized by Mamta Gala hosts events at restaurants simply because they want to take the event to a place where people walk in any case. This opposed to setting up a bazaar and expecting people to come by.
Part of their pre event promotions are teasers which throw up questions about where the next FAT bazaar in your city is going to be, which restaurant its coming to and the like. This works in both ways, it puts the spotlight on the venue as well as the restaurant. So if people find the venue interesting and it’s a happening one then it works towards building pre event excitement.
The best thing about a pop up event is that it features many products that are handcrafted. Featuring the people who made these products puts a name or face on the creator/designer, helping people to connect better.
One can also use a Facebook page to spark off conversations and engage with fans, ask them for ideas and keep people interested in what’s happening. Like the F.A.T. Bazar (The Finders and Takers Bazar) starting off a conversation about what the next bazaar should be about.This adds the personal touch and makes people feel involved.
Post Event Coverage
If you want people to participate in your event the next time it happens, you should be posting news stories and images about one that just concluded. This will help designers and creators know how your show went and let people know what was on offer and what they can expect the next time around.
A Facebook page is a useful tool for organizers of pop up events, mainly because it is free to set up. It also has wide reach and helps page owners connect, engage, collaborate with audiences while targeting and drawing the right talent to showcase at their events. Your imagination perhaps is the only limit to how you can use Facebook to promote pop up shops.