Engagement Marketing
I love the pop-up store concept. It’s when a brand opens a retail store for a brief period of time, typically no more than a month or so and sometimes just a week or two.
There are lots of cool things about this idea. Because of the short life-span of a pop-up store, it instills a sense of urgency. Because it’s usually a one-off, the brand doing the pop-up will often do fun promotions and things that you don’t normally find at a traditional store. It’s a fantastic way to engage the consumer and to find new ones. It’s also a great idea for brands that may not be a very viable long-term retailer, or those who’d like to test the waters. Charities, for example.
Rhino Records has a pop-up store just for the month of December in LA, where visitors can see the real-life versions of box sets, limited edition prints, read the liner notes, etc. In other words, they can be ENGAGED. I’ve not heard the term “Engagement Marketing” anywhere else so far, but that’s what’s going on here and it’s the new paradigm in marketing of any kind.
So how do you engage your fans?
Posted Thursday December 27, 2007
in marketing,
marketing with music
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