By Linda Farha, Founder and Chief Connector, pop-up go
It’s no secret that the temporary nature of pop-ups is what makes them so successful. It’s a tried and true method of leveraging consumers’ FOMO (fear of missing out).
From a strategy perspective, this lack of permanency is what lays the foundation for, what we call, the experiment zone. When you’ve got an established brand, it can be hard to step outside your business norms. With more permanent endeavours, the goal is usually sustainability, which means there is pressure to play it safe.
With pop-ups, you have more freedom to experiment because impact becomes more important than sustainability. The buzz you build, the curiosity you pique, and the novelties you exploit are what matters most for short-term colossal success.