Setting up a pop up event is a perfect way to showcase your brand and your products, engage with new customers and test a new revenue stream.
Pop up event needs several stages of planning, budgeting and analysis and here is where event technology comes handy. You will need solutions that helps you promote your event with online marketing, sell tickets online, verify and sell tickets at the entrance, sell products on-site, accepting several payment methods, build your customer data to re-engage and nurture the relationships and so much more.
We have put together a checklist with components to host a successful pop up:
Pre-sell before your event, increase overall sales
With ticketed events you can allow pre-sales of tickets and also products online. You will not only sell more overall but also give yourself a better predictability of attendance and stock requirements. When more people buy in advance, for example food and drinks, it will reduce the queues as they are able to collect this without the need of making another transaction. With shorter queues people are happy to buy even more.
Market your pop up online
You will want to promote not only your brand but also the tickets and products you sell prior to your live date. With the right event sales solution you can upload your tickets and products online and make them available for pre-purchase via iFrames. iFrames is a piece of HTML that contains your tickets/products list that takes the user straight to the checkout that you can easily implement on your website.
With iFrames you can not only ask friends, partners and sponsors to help you market your pop up event and extend the reach, but you can also utilise affiliates to pre-sell sell your tickets / products. This can be anything from a local newspaper to an events guide or blogger. With the right event technology you can arrange so that you opt in to an affiliate program and pay your affiliate a certain percentage for each item sold, and allow a direct payout to their bank without any admin work.
If you don’t have a website you can easily use your facebook event page to integrate your iFrame there instead, or preferably use both. It’s a fact that the fewer steps people have to complete a purchase online the more you will sell.
Verify tickets at the entrance
Today it is key to accomodate different ticket types, not either print or digital. Dealing with paper tickets only today causes both frustration and queues, and by giving the digital only option it might shrink the audience in certain demographics. Another key consideration is making sure the tools used for verification of tickets does not require costly hardware, or else your budget will quickly become drained.
Sell more tickets at the entrance
With ticketed events it is common to close the online ticket sales for the door sales to open. Instead, use event technology that integrates your online and offline ticket sales so you don’t confuse your audience and miss out on any last minute additional ticket sales.
Sell products on-site
Use the same technology to take payments on-site as you do at the entrance. Today event technology integrates with cheap hand held card readers that you can order online. All the payments during the event will link back to the customer ID that purchased the ticket, and you will be able to gather all the customer data from ticket purchase to product purchases on-site. Also remember that event sales technology today allows adding your external vendors bank details so that all sales they make goes straight into their account, even if they used your card readers.
Customer data to nurture the relationships
Following all these steps will have allowed you to build a decent list of clients, their contact information and what they purchased during your event. Use event technology that integrates with email marketing tools such as Mailchimp, and send customized emails to your audience with updates and offers relating to what they are interested in.
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