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8 Types Of Pop-Up Events That Can Help Grow Your Business

By News Creatives Authors , in Small Business , at September 28, 2021

This article is for educational purposes and does not constitute legal, employment, or tax advice. For specific advice applicable to your business, please contact a professional.

There are plenty of reasons to consider pop-up events for your business, including expanding your customer base, building product and brand awareness, increasing revenue with an exclusive experience, or testing out a new offering.

As all kinds of businesses — from retail to restaurants to salons — consider what’s next, these temporary, unexpected events provide a good framework for experimentation, growth, and collaboration. Here are a few popular types of pop-up events that businesses have found success with over the past year.

Note: Don’t forget to check out important requirements such as permits, insurance, licenses, and more paperwork as you branch out into new business types in new locations.

Make a surprise partnership

Restaurant collaborations, such as Los Angeles’ Courage Bagels teaming up with Pizzana for a one-off pizza bagel, is a go-to example here, with each business helping to expand the others’ customer base while building excitement via an exclusive offering. But these surprise partnerships — with the built-in goal of giving customers what they didn’t realize they wanted or needed — work across industries. A retail store can host a pop-up in collaboration with local artists to supply one-time merch, or a bar can create a special cocktail list to serve at an event for a neighboring bookstore.

READ MORE: How To Build an Events Strategy for Your Small Business

Hit the road

Taking your business to another neighborhood or city for the day is also an excellent way to expand your customer base. Consider one-time offerings specific to that location, or partner with another business in the area to help keep costs down. Square offers plenty of solutions for mobile payments that are secure, fast, and simple so you can show up ready to take payments on the go.

Start a recurring pop-up

Pop-ups don’t have to be a one-and-done move. The temporary and exclusive nature of an event can be appealing, but so can establishing a regular cadence for customers to expect an unlikely event or product. Does someone on your staff have a great idea that isn’t feasible as part of your typical business operations? Consider supporting a pop-up, using this as an opportunity to invest in your team and help them grow. It’s also a chance to test something out on a smaller scale before making it permanent.

Go seasonal

On that note, having a regular, seasonal pop-up is a great way to build customer loyalty. Annual holiday drinks at coffee shops or running a “Christmas in July” promotion at your bar each summer can keep customers coming back.

Support a charity

Care about a cause that aligns with your business’s values? A pop-up can help raise funds and awareness. Consider if there’s a low-lift, low-cost promotion you can run to support the charity or group. Be transparent about what it is and why it matters, so customers have all the information they need.

Go virtual

There have been plenty of virtual events over the past year, but they have lots of value. A virtual event expands your potential partnership opportunities across the globe, and you can easily promote your online store and channels to any customers who log on for the event, such a webinar, a product preview, or an interviews series.

READ MORE: Virtual Workshops and Shipping Solutions Transformed The Juicy Leaf Plant Shop

Host (or be hosted)

Have extra space at your location or blocks of time when it’s not in use? Hosting pop-ups from other businesses can help drive awareness to your own work and also potentially be another source of revenue. If you’re just getting started, look into places that might host your business for a day. Local businesses, office buildings, and apartment complexes are good options.

Join a community organization

Look into local business organizations that align with your work and see what events they might be hosting that fit you. Regarding Her is a Los Angeles nonprofit focused on the empowerment of women restaurateurs. The organization puts together events that feature women-led restaurants and promotes its members across social media.

TRY: Start selling with Square

Square has the tools to run your business — on your own terms. To help celebrate businesses paving their way forward, we partnered with Forbes on the Next 1000 initiative to spotlight bold entrepreneurs and share their most valuable lessons. By sharing firsthand experiences, we’re helping businesses celebrate resilience, build skills, and explore what’s next. See how Square works, and get more expert guidance for the next era of small business.

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