The size of a donut. The power of a superhero.
Pop-up shops — test marketing new products to gauge future demands.
After Google announced the newest addition to the Home family, the Google Home Mini, Toronto experienced a pop-up donut shop designed to advertise the new device.
Visitors lined up for hours in hopes of receiving their very own Google Mini, gifted inside a delicate peach gift box. While odds were 1 in 4, those who didn’t receive a device walked away with two delicious donuts. (Who doesn’t love free donuts?)
So why donuts? The idea stems from the fact that each Google Home Mini is the size of donut, yet capable of delivering great enjoyment, or “The power of a superhero”.
After paying my dues to a 2 hour line at Dundas Square, I got to experience the pop-up shop first hand. A conveyor belt runs throughout the shop providing mouth-watering excitement for its visitors. Once inside, visitors ring a bell and ask the Home Mini a question, followed by a small box dispensed down a chute. Sugary, or tech savvy contents? Home Mini, or donut? Though I didn’t walk away with a Mini but instead some vanilla dipped donuts topped in pink sprinkles — it gave me the chance to think about Google’s initiative.
Pop-ups offer businesses the chance to:
1.Connect with customers
2.Build product awareness
3.Test new markets
We can look at IKEAs experiential pop-up cafe in Toronto or Nescafé’s surprising neighbours in the center of Milan — a great pop-up that blends creativity and user experience can provide an important first opportunity for a consumer to interact directly with a brand in a positive way.
A pop up shop was a powerful marketing approach for Google to stir interest and generate a buzz to draw attention from the crowds. People become interested in the sudden experience of a unique looking storefront, combine that with clever marketing and some delicious donuts — and boom — a great experience.
There’s a certain marketing cachet that container stores have that other businesses don’t.
The low cost and temporary nature of a pop up shops allows brands like Google to engage in test marketing new products to gauge future demands.
Established businesses are taking hold of using pop up shops to strengthen their brand in strategic locations. This cost effective way of tapping into existing foot traffic of an area creates opportunities for marketing, brand promotion, and ultimately contributing to higher sales.
What do you think of Google’s approach to marketing their newest device?
