Making Waves: My First Shop Pop-Up Experience
Brown Fox Coffee - Friday August 25th, 2023
Looking to embark on a journey of coastal delights? If so, hop on the Bindl Pop Up Shop Tour – the first-ever of which took place at Brown Fox Coffee recently! We are so grateful for everyone who joined us and took the dive into a world of everyday coastal products. From charming decor to unique gifts, our products are sure to brighten not just your space, but your entire day.
Launching a pop-up shop is like setting sail on uncharted waters – there's excitement, a touch of nervousness, and a whole lot of opportunity. In this article, I will take you on a journey of outreach, preparation, and execution for building a pop-up shop (and some hard lessons I’ve learned in the process).
Taking the Leap: The Heart of Entrepreneurship
Regardless of where you stand in your business startup journey, taking the leap into the world of pop-ups can be incredibly rewarding. It's a chance to connect with your audience on a personal level, showcase your products in a tangible way, and gather invaluable feedback that you might not receive through an online presence alone.
Identifying Your Locations: Alignment
Only you know the target audience you are trying to cultivate! Take some time to understand where they might congregate and begin to make your list. For Bindl, that initial list ran 20 locations long and included coffee shops, breweries, and complimentary shops where competition would not be in question. After my list felt substantial enough, I set out to write the perfect templated message to send to each spot (changing some of the information to reflect my experience at each spot). After many messages sent directly via Instagram and email, I finally got a hit!
Following Up: The Secret to Success
Securing a prime location like Brown Fox Coffee was an exciting step in the right direction and my gratitude for their generosity is significant. When it comes to booking a space like Brown Fox for your first pop-up, it’s important to remain persistent and flexible. Make sure you are open to multiple date options and don't be afraid to send follow-up messages to ensure everything is on track. Your enthusiasm and determination will show potential pop-up partners that you're serious about making this collaboration a success.
Face-to-Face Connections: Building Relationships Onsite
One of the most valuable takeaways from our pop-up experience was the opportunity to meet the owners of the space in person. Building relationships face-to-face can lay the foundation for future collaborations and partnerships – even if it is just letting them know you are there and thanking them when you leave. It also adds a personal touch to your business interactions, making them more memorable and meaningful.
Below are the do's and don'ts of pop-up hosting from my experience:
Do's -
Take the Leap: No matter where you are in your startup journey, seize the chance to showcase your products in a new and exciting way to a different audience base.
Follow Up: Persistence pays off. Follow up with potential spots until you find the right fit.
Arrive Early: Especially for your first pop-up, it is important to arrive early to get ahead of any issues and ensure you have a strong set-up. It’ll take you longer than you think to make it just right!
Practice Elevator Pitch: Make sure you’ve thought through what you’re going to say about your offerings to customers as they approach your table.
Comfort Matters: Bring a chair and anything else you need to make your space comfortable. Be prepared for all types of weather (a shaded umbrella would’ve gone a long way for me)!
Pet-Friendly Approach: Engage pet owners by providing treats for their furry friends. Dog treats are part of my product line so this provided the perfect opportunity for me to draw customers to the booth and have them test the product simultaneously.
Bring All Your Products: You don’t know what is going to sell well in person vs. online so bring a little of everything and use your first pop-up as a test to better understand your own products.
Share Collateral: Give customers, especially those who don’t purchase anything, something to walk away with or remember you by. I offered my personal business card featuring a coupon code and my social accounts to every patron at my booth that day.
Don'ts -
Experiment with Payments: Avoid experimenting with payment methods during the event. Test thoroughly prior to your pop-up and stick to reliable systems to prevent hiccups. Shoutout and apologies to the girl who made multiple trips to her car for 3 different payment methods until one worked!
Sweat It (Like I Did): Remember to dress comfortably, but avoid clothing that might show sweat, especially during warmer summer days.
Sell Weather-Sensitive Items: Skip selling weather-sensitive products like chocolates on scorching hot days to prevent meltdowns.
Forget Sunscreen & Bug Spray: Be prepared for all situations, take it from my newly minted farmer’s tan and itchy ankles!
Fret About Numbers: Just getting out there is a big step in the right direction and without a benchmark, there’s no need to be disappointed or feel unsatisfied with your sales. Brand awareness is just as important!
Stress: This is supposed to be fun – it’s easy to feel overwhelmed when you want things to run perfectly but remember why you started your business and keep it light. Your customers will pick up on your mood and want to buy from someone who is enjoying themselves.
In Conclusion: Riding the Waves of Success
As we gear up for future pop-up shops, we're excited to put these valuable lessons into practice. The journey from planning to execution has taught us the importance of persistence, preparation, and personal connections. Remember, whether you're a seasoned entrepreneur or just dipping your toes into the world of business, hosting a pop-up is a chance to make a splash in your industry, engage with your audience, and learn along the way.
Upcoming Pop-Up: Bevi Bene Brewing - Sunday September 3rd, 2023 @ 12 PM
