A Panacea in Pop Up Shops? Scott Williams National Mainstreet Australia Conference May 2013

Transcription

1 A Panacea in Pop Up Shops? Scott Williams National Mainstreet Australia Conference May 2013

2 a pop up shop generally :

3 a pop up shop generally : moves in & out swiftly

4 a pop up shop generally : moves in & out swiftly makes use of a temporary venue

5 a pop up shop generally : moves in & out swiftly makes use of a temporary venue enables consumer exposure & engagement

6 a pop up shop generally : moves in & out swiftly makes use of a temporary venue enables consumer exposure & engagement is often a branding event rather than a pure sales exercise

7 panacea :

8 panacea : universal remedy

9 panacea : universal remedy optimised solution *Source : Encarta Dictionary

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12 The P o p U p G u y

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14 evolution of pop up shops

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16 trendwatching.com: if new products can come and go, why cant the stores that display them do the same?

17 growth of pop up shops

18 growth of pop up shops GFC hits hard & high street vacancies rise

19 growth of pop up shops GFC hits hard & high street vacancies rise influence of internet shopping

20 growth of pop up shops GFC hits hard & high street vacancies rise influence of internet shopping urgency of Gen Y

21 growth of pop up shops GFC hits hard & high street vacancies rise influence of internet shopping urgency of Gen Y impact & development of social media

22 growth of pop up shops GFC hits hard & high street vacancies rise influence of internet shopping urgency of Gen Y impact & development of social media governments are looking for solutions

23 growth of pop up shops GFC hits hard & high street vacancies rise influence of internet shopping urgency of Gen Y impact & development of social media governments are looking for solutions the role of the entrepreneur

24 growth of pop up shops GFC hits hard & high street vacancies rise influence of internet shopping urgency of Gen Y impact & development of social media governments are looking for solutions the role of the entrepreneur all these are opportunistic

25 what kinds of pop up shops?

26 what kinds of pop up shops? pure revenue exercises

27 what kinds of pop up shops? pure revenue exercises brand or range promotions

28 what kinds of pop up shops? pure revenue exercises brand or range promotions provide data and contacts

29 what kinds of pop up shops? pure revenue exercises brand or range promotions provide data and contacts test a market or location

30 what kinds of pop up shops? pure revenue exercises brand or range promotions provide data and contacts test a market or location in touch with their consumers

31 what do pop up shops offer?

32 what do pop up shops offer? installations which attract people

33 what do pop up shops offer? installations which attract people generate more traffic for the precinct

34 what do pop up shops offer? installations which attract people generate more traffic for the precinct new energy and confidence

35 what do pop up shops offer? installations which attract people generate more traffic for the precinct new energy and confidence activity attracts activity

36 what do pop up shops offer? installations which attract people generate more traffic for the precinct new energy and confidence activity attracts activity local employment and social opportunities

37 what do pop up shops offer? installations which attract people generate more traffic for the precinct new energy and confidence activity attracts activity local employment and social opportunities something is being done

38 what do pop up shops offer? installations which attract people generate more traffic for the precinct new energy and confidence activity attracts activity local employment and social opportunities something is being done landlords also benefit

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41 support for pop up initiatives

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45 steps to starting a pop up

46 steps to starting a pop up where to begin?

47 steps to starting a pop up where to begin? develop a clear plan and establish objectives

48 steps to starting a pop up where to begin? develop a clear plan and establish objectives identify the demographic

49 steps to starting a pop up where to begin? develop a clear plan and establish objectives identify the demographic search for locations

50 steps to starting a pop up paperwork and contracts

51 steps to starting a pop up paperwork and contracts execute a lease or licence

52 steps to starting a pop up paperwork and contracts execute a lease or licence local government requirements

53 steps to starting a pop up paperwork and contracts execute a lease or licence local government requirements arrange insurances

54 steps to starting a pop up site preparation

55 steps to starting a pop up site preparation utilities and hardware

56 steps to starting a pop up site preparation utilities and hardware access, stock, display items and staffing

57 steps to starting a pop up site preparation utilities and hardware access, stock, display items and staffing advertising and social media, PR, signage

58 steps to starting a pop up site preparation utilities and hardware access, stock, display items and staffing advertising and social media, PR, signage local resources

59 steps to starting a pop up site preparation utilities and hardware access, stock, display items and staffing advertising and social media, PR, signage local resources actual trading!

60 the politics of pop up

61 the politics of pop up council and the traders associations

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63 when does a pop up become something else?

64 when does a pop up become something else? over-use of the pop up tag

65 when does a pop up become something else? over-use of the pop up tag beware of saturation

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68 pop up shops

69 pop up shops provide opportunities at low cost, no commitment

70 pop up shops provide opportunities at low cost, no commitment may offer short to medium term solutions by attracting visitors

71 pop up shops provide opportunities at low cost, no commitment may offer short to medium term solutions by attracting visitors may develop the confidence for a permanent installation, and offer a win - win

72 pop up shops provide opportunities at low cost, no commitment may offer short to medium term solutions by attracting visitors may develop the confidence for a permanent installation, and offer a win - win need thorough planning, intensive promotion and a WOW factor

73 A Panacea in Pop Up Shops? Scott Williams National Mainstreet Australia Conference May 2013