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Pop-Up Events and AV Requirements: What You Need to Know

on January 05, 2016

Pop-up events are becoming more prominent and profitable. If you're planning one, you need to make sure your audio and visual setup is on point.

Have you ever considered hosting a pop-up event? The definition is exceptionally flexible: A pop-up event can be a retail shop, meeting, dining experience, corporate training—basically any spontaneous(ish) happening that opens for a short time in a temporary location. They can be held in existing retail spaces, vacant buildings, or even unoccupied lots. In fact, the many options surrounding pop-up events allow you to showcase the creative side of your business, increase your brand awareness and connect with new customer bases.

Is your interest piqued yet?

The Pop-Up Revolution

The popularity of the pop-up industry is nothing to take lightly: PopUp Republic recently placed the value of the pop-up industry at $50 billion. More brands are expanding their marketing toolboxes using pop-ups, and here are a few of the reasons that strategy is working:

- Retail space is becoming vacant more often, leaving 'holes' in buildings and shopping centers with existing foot traffic—the perfect storm for pop-ups.

- It's easy to nab a short-term lease for a pop-up event, especially if the space has been unable to get a long-term tenant.

- Pop-ups and timeliness go hand in hand. Seasonal stores can thrive off their impermanence because their offerings aren't necessarily top of mind year-round.

- Brand live events stay in the collective consumer memory longer than normal interactions. When they remember, they come back. When they come back, they're more likely to purchase.

AV for Pop-Up Events—How to Get It Right

The pop-up potential is undeniable, but there are indeed challenges that come with planning one. The impermanence that makes pop-ups special also makes them difficult to outfit with AV capabilities, and it's hard to have a successful pop-up without successfully implemented AV systems. Here are tips to getting AV right for your pop-up event:

- Know and respect your space requirements. Because most AV equipment is behind the scenes to what the consumer sees, it's important to limit your back-of-house presence as much as possible without sacrificing quality.

- Be aware of the structural capabilities of your chosen pop-up venue. Are you going to be near a busy area with background noise and constant movement? If so, you'll likely face vibration issues. Mount systems separately and securely to avoid shaking.

- Don't be afraid to find new tools better suited to the pop-up industry. Can that new piece of equipment be more easily and quickly configured than your existing tool while taking up less space? Even if it performs the same function as one you already have, it may be worth your investment.

- Consider projection mapping, where content is controlled from a single (sometimes remote) source and shown on location, saving both precious space and manpower.

The Takeaway

While pop-up stores will not replace your traditional brick and mortar location(s) or your online presence, they can still add value to your business.

The visibility, timeliness and creativity of a well-constructed pop-up can help you reach a more targeted audience of consumers, allowing you to impress upon them the value and personality of your brand. It's vitally important to ensure your AV systems are appropriate for your event to get the most out of your pop-up.

 

Photo Credit: Wonderlandevents1 via Compfight cc