Summary
•
[Purpose]:
◦
Prior to hosting pop-up stores at Waterbomb and Konkuk University, the company decided to launch a large pop-up store at Space Wadiz, Seoul.
•
[Result]:
◦
The offline pop-up events and operations attracted three times the usual visitor rate of the venue and sparked a 7,243% surge in SNS search rates, overseeing all aspects from viral marketing to press releases and contract negotiations
◦
The pop-up event managed to secure over three times the average visitor count compared to competitors
•
[Contribtion & Role]:
◦
Project management over event planning, viral marketing, and press release.
◦
Communication with stakeholders including c-levels
Situation
•
Prior to hosting pop-up stores at Waterbomb and Konkuk University, the company decided to launch a large pop-up store at Space Wadiz, Seoul.
Objectives
•
Planning the event strategy and procedure including the pop-up event, display banners, viral marketing campaign, pop-up contract with parternign agencies, drafting of press release articles
◦
Making sure the budget spent is minized as possible
•
Communicate with logistics team to support in merchandises for prizes and item stocks for the pop-up
Action
•
The drafted press articles were sent to organized list of journalist emails as the measure of minizing the cost
◦
The journalists are more likely to upload the article for free if we send well-written articles and willing to give benefits
•
Conducting research analysis over other pop-up stores
•
Constructing the data tracking framework of event
◦
Aligning KPIs with internal team
◦
Resolve the difficulty of ROI analysis of offline pop-up based on viral marketing, offline event participation rate, and SNS event participation rate
Result
•
The pop-up event managed to secure over three times the average visitor count compared to competitors.
•
The offline pop-up events and operations attracted three times the usual visitor rate of the venue and sparked a 7,243% surge in SNS search rates, overseeing all aspects from viral marketing to press releases and contract negotiations.
Result
•
The event planning lacked coherence with the pop-up store's concept, highlighting a need for future plans to be more creative and better aligned with the store's concept.
•
The planning for event prizes was perceived as somewhat lacking. Although the prizes were appreciated by the customers, future events could benefit from prizes that are either displayable items for homes or practical items like post-it notes to enhance the brand's lasting image.
•
The implementation of a framework to accurately record all posted social media content is deemed crucial for producing reliable data tracking reports.
•
Initial planning documents are recommended to be prepared and submitted 4-6 months in advance to facilitate cross-checking and progress monitoring.