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Different sized brands will have different goals for doing a pop-up, however, they typically tend to fall into the three big buckets of:

Revenue Generation

Brand Awareness

Customer Engagement

Not to say that you couldn’t have all three goals to aspire for, however, it is important to clarify your primary goal as that will dictate how you make decisions around aspects of your retail store design and promotion strategy. Several well-known brands will do a pop-up for the sole purpose of surprising and delighting prospective customers to capture a larger share-of-mind when it comes to their brand’s positioning, whereas smaller brands want to see if they can sell their wares in retail and get feedback on their brand, shopping experience, and determine which products are winners and which will never sell.

Some questions you can ask yourself to help determine which goals work best for you, consider the following:

Are you launching a brand for the first time?

Are you announcing a new product line within an existing brand?

Are you flushing out the current season's inventory to make room for new merchandise?

Are you interested in testing new geographic regions in which to establish your brand?

Are you a highly established brand interested in marketing and customer appreciation?

Having a clear and articulate budget for your pop-up store is a critical and vital step which will help you determine some of the most important components when it comes to doing a pop-up. For example, you’ll know how much you can afford for rent which will determine which locations and properties are worth your while to scout and inquire about, or how much you can spend on designing the interior of your store, or marketing your pop-up for that matter. Here's a few items that you'll definitely want to factor in when creating your budget:

Utilities

Insurance

Internet

Credit Card Fees

Merchandising Fixtures

Furniture

Checkout Counter

Lighting

Inventory

Window Display Props

Marketing and Promotion

Food and Drinks

Depending on the duration of the pop-up and your goals your budget will have additional or less items. However, once you have a rough idea of how much you’re willing to spend on your pop-up, you’re then ready to start looking for a location, which we’ll cover in the next chapter.

Next Chapter

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Breaking
Pitching
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Startups frequently ask us, “Should I offer so-and-so an exclusive?” While there’s no right answer to this question, there are many things for you to consider when making your decision.

Exclusives save you time. By focusing on one writer or one publication, you don’t need to worry about developing a large media list or coordinating an embargo. You take your story to a reporter to publication and allow them to handle the coverage so you can focus on other aspects of your business.

Exclusives save you time.

Exclusives allow you to build relationships. While you’re not reaching out to a huge press list, an exclusive means you’re developing a stronger relationship with the reporter to whom you’re offering the exclusive. This is particularly valuable with a high-profile reporter, and in the future, they’ll be more receptive to giving you coverage.

Exclusives allow you to build relationships.

Exclusives ensure you’ll be heard. Rather than pitching to multiple outlets and having your news get lost in the media fray, offering an exclusive to a select interested party ensures that your message will be heard.

Exclusives ensure you’ll be heard. Exclusives limit prospects.

dear PR people: don’t lie. i know when you gave another publication the exclusive. don’t tell me some vague story — i can read the internet

— Kia K. (@imkialikethecar)

October 16, 2014

Reporters are circumspect of exclusives. Many reporters will wonder: If this is good news, why are you limiting its reach? Ensure that you have a good reason to offer this particular piece of news to this particular media outlet as an exclusive.

Reporters are circumspect of exclusives.

You’re gambling with the news cycle. When you offer an exclusive, you’re gambling with the prospect that other big news will break and bump you out of relevancy.

You’re gambling with the news cycle.

A word of caution…

Don’t do “fake” exclusives.

<- If you say it’s an “exclusive” when you mean “we briefed other people and you can publish early” then I’m going to treat you like liar.

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