Pop-Up Markets: The Benefits of an Online Presence
The rapid evolution of technology sweeping across the business world has made it necessary for companies to engage with their existing and prospective clients online. Due to the pandemic, customers now go online to find information on websites and social media platforms. And to perform online searches for products, make inquiries, make appointments, and more.
Today, the Pop-Up Market industry heavily relies on a strong digital presence to thrive. However, businesses in this industry need to remember that achieving a commanding online presence will not happen overnight. You need to be patient, and effort is required. However, when you successfully manage to get an active and strong online presence for your Pop-Up Market, the returns can be mind-blowing!
As with all businesses, a Pop-Up Market can benefit massively from a strong digital presence. Pop-Up Markets can leverage multiple platforms such as Facebook, Instagram, YouTube, and others platforms for promotion and customer discovery. These platforms can share discounted tickets, host paid advertising to reach more customers, and share past event photos and videos.
By capitalizing on strong social media attention, Pop-Up Markets can increase brand awareness, customer acquisition, and customer engagement. In this blog we will look at all these aspects and more.
1. Connect and Engage with Your Target Audience
According to research, 3.9 billion (yes, with a "b") people use social media every day. On average, people spend two and a half hours every day on social media, either looking or interacting. This many people signify a sizable prospective customer base that you ought to be aiming for.
First, conduct in-depth market research to determine the demands and preferences of your target audience. Make use of that knowledge to interest them. For instance, you can learn via feedback that many of these folks would like to go to a local artist’s concert. With this knowledge, you could effectively allocate your time and resources to planning a Pop-Up Market that includes that performer. Customer interaction done intentionally will result in much higher event attendance.
2. Portraying Credibility
For a Pop-Up Market to boost its chances of thriving in the industry, it must have a great website and an equally active social media presence. This will help the business brand to be perceived as reliable and credible. They can also go an extra mile and create blog posts that help people with commonly asked questions. This also helps to boost credibility of the business.
A strong online and social media presence with listed contact information will guarantee that the business is always on standby to respond to customer or vendor inquiries.
3. Build Brand Awareness
A solid web presence aids Pop-Up Markets in building brand awareness. Most notably, social media enables them to quickly market without having to spend a sizable sum of money on publicity. For instance, when the followers of the Pop-Up market frequently share its postings on Facebook and Instagram, the event gains exposure at no additional cost. Increasing exposure results in more people visiting the market which means more opportunities for market vendors to capitalize.
Furthermore, people generally find it easier to find a Pop-Up Market with a considerably strong digital presence when performing online searches. For example, people may hear about an event, but may not know much of the details. However, if your Pop-Up Market has a high SEO ranking, those people can likely find additional details from a quick google search.
4. Build Lasting Relationships
When it comes to creating enduring ties with your attendees as a Pop-Up Market, online platforms are extremely beneficial. Developing a distinctive brand voice that your audience can relate to and identify with is the first step in developing relationships with them.
Sharing top-notch, behind-the-scenes content on a regular basis is one approach to give your company a more "relatable" and "human" touch.
To provide your followers an insider's view into your work and personal life as a Marketplace organizer, think about using video sharing websites like YouTube, Vevo, or Twitch. The content should be as genuine as possible!
Remember that being relatable and human are two of the most vital attributes for any business looking to gain more customers!
5. Get Better Sponsorships and Bigger Investors
Better sponsorships and more exclusive vendors are some of the benefits of having a considerable digital presence. This is because a Pop-Up Market with a strong online presence is more appealing in people's eyes and projects a stronger brand. Many people will wish to be associated with a known brand name because it has a higher chance of being profitable than a smaller brand with a "struggling" online presence.
Sponsorships and bigger investors imply that a business has exposure to valuable networks, and future collaborative power. For example, a business investor may spread the word about the Pop-up market to their fellow investors. As a result, the once small event may get more funding and scale its operations.
Getting Partnerships can also help a Pop-Up Market to build a more positive image while projecting credibility. It effectively guarantees that Market organizers can easily position their brands amongst other companies that are considered heavyweights or leaders in the industry.
6. Know Who Your Website Visitors Are
A Pop-Up Market with a strong online presence can generate more insights about the prospective clients who visit their site. For example, setting up a google business profile allows business owners to access Google Analytics. Google Analytics provides reports on their users’ demographic and behavior. Demographics such as geography, age, and race. And behaviors that may include which pages they visit the most, actions they took on the pages, and how long they stay on the site.
For marketers, this is crucial information that can influence their promotional efforts. Say for instance if they establish that a section of their potential attendees would be Hispanic, they can structure their event to include culturally relevant vendors and or entertainment. Utilizing tools and resources that inform you of what you cannot see is key to preparation and planning in today’s digital world.
Here’s a quick list of website analytic tools:
· Clicky.
· Hotjar.
· Woopra.
· Clarity.
7. Paid Advertising
If you have the budget for it, consider using paid advertising. Pay-per-click (PPC) will assist a pop-up market in more effectively advertising their upcoming event to their target audience. You can advertise on Google Ads or on social media platforms such as Twitter, Facebook, or Instagram. This will increase the visibility of your event and raise awareness of the brand name. Although it is a paid method, it is the quickest way to begin building a strong online presence for your Pop-Up Market.
The added benefit of using this method is that interest is garnered quickly. All that remains is for the market organizer to use incentives like discounts or VIP access to convert these leads into potential attendees.
Conclusion
Every Pop-Up Market needs to keep in mind that boosting their digital presence is generally a time-consuming affair that equally requires a lot of effort. As an event business, there are many tried-and-tested techniques that you can use to give the digital presence of your organization a massive boost. You can create a blog on your website that you regularly update, you can build up an audience and a presence on your social media platforms, create a good Google My Business Profile, and more. However, you will have to decide which method presents the highest return on investment for you. Hopefully, this article helps you do just that!