If you’re keyed into consumer culture, then you’ve probably seen something about Web3 pop-up events. These days, they are the trendy new way to gain attention for a brand. These pop-up events see brands set up shop for a brief period of time to connect with customers in person. This is typically done when the brand mainly operates online or if they are slowly expanding their presence to a new physical location. Pop-ups can be very beneficial in that they allow brands to create communities around their products and can also be a driver of relevance and sales.
But how does that translate for a web3 pop-up event? The truth is that web3 pop-up events can benefit from the same structure as other Industries. That being said, having a successful web3 pop-up event means building hype for it ahead of time, and this can be done in the following ways:
Promote Your Web3 Pop-Up Events
One thing that all the big pop-up events have in common is that they drum up hype well ahead of time. This means that the audience is informed days, weeks, or even months in advance that they can engage with their favorite brand in person. This promotion can take place through both traditional and non-traditional means. For example, you want to put out press releases and make a formal announcement on relevant media platforms.
That aside, you’ll want to spread the word on social media and try to build up the sense of anticipation for it. One of the biggest selling points of pop-up events is that they are for a limited time, and so, your marketing efforts have to emphasize this. Don’t just say you will have a pop-up at a specific store, but tell your audience that you will have a one-day-only pop-up. Do countdowns and emphasize the exclusivity of the events to draw attention.
Leveraging Influencers
One of the reasons why pop-up events are so popular is that content creators and influencers often engage with them. It’s not uncommon to see Get Ready With Me videos, day in the life vlogs, and other search content talking about the pop-ups. To drum up more hype, consider inviting content creators to attend and post about the event. This could be simply sending an invitation and giving freebies to them, to full-on campaigns planned and paid for in advance. This is tricky, however, as the last thing you want is for influencers to give a negative review of your pop-up, as this can discourage customers in the future. So, invite influencers who have a history of being professional and courteous and not courting drama.
Stay On Top Of Social Media
We’ve touched on promoting your web3 pop-up events before they happen. But even on the day, your social media posting and engagement have to be top-notch. This means giving customers a glimpse into the process as the pop-up unfolds, showing key moments with customers, showing important people in attendance, and overall framing it as an event that they want to be at. One idea would be to create a custom hashtag for the event to allow users to share their content and create a sense of connection with others. Think of it this way: one of the reasons we want to attend certain brand pop-ups is because they look like a great time from the outside. Make sure your pop-up is the place where any web3 lover will want to be, and your next one will see even more attraction.
Choose Trendy Locations
While this obviously depends on your business’s scale and budget, having these pop-up events will draw more attention if they are held in trendy locations. This means fancy stores, trendy event spaces, and places of note, in general. If you’re working on a budget, consider reaching out to a local establishment that fits this bill and propose a mutually beneficial setup. Say you choose to have the pop-up in a coffee shop. You could choose a newer one that is also trying to establish itself and suggest that hosting the pop-up will draw more business to them and make them more visible in your area. It might not always work, but it is always worth a try.
Have An Appealing Aesthetic
Many times, what makes a pop-up event seem interesting is not just the products being sold themselves, but the aesthetic around it. This means having your business logo prominent, having nice decor, potentially having notable performers and other such things. Keep in mind that the point of a pop-up is not just to buy (unless selling exclusive physical products is the point of the pop-up) but also to socialize with the community. This is better facilitated when there is an aesthetic that your community can connect with, and we’ll feel compelled to post about.
Offer Great Activities And Deals
As we said in our previous points, you want to give people a reason to come in person for your pop-up as opposed to simply buying online. This could mean offering certain products or services that they will not find online, offers that will only be given at that pop-up and never again, and so on. This heightens the sense of FOMO and means that people will happily wait in line for hours to attend. Also, consider what sort of activities you can use to make things interesting. These could be games, Q&A sessions, and much more.
Conclusion
Moving forward, we can expect web3 pop-up events to be even more prominent as brands wrestle to secure market share. But as you try to establish your business in the space, you need to be proactive. This means drumming up as much hype for your event well ahead of time. It means organizing a fun event that people will want to talk about, inviting the right influencers to bring more attention to it, leveraging social media to the max, and much more. Pop-up events can be agreed to not only to drive sales but also to engage with your community and should be taken very seriously. If you can do this, you’ll get all the benefits.
