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    Different sized brands will have different goals for doing a pop-up, however, they typically tend to fall into the three big buckets of:

    Revenue Generation

    Brand Awareness

    Customer Engagement

    Not to say that you couldn’t have all three goals to aspire for, however, it is important to clarify your primary goal as that will dictate how you make decisions around aspects of your retail store design and promotion strategy. Several well-known brands will do a pop-up for the sole purpose of surprising and delighting prospective customers to capture a larger share-of-mind when it comes to their brand’s positioning, whereas smaller brands want to see if they can sell their wares in retail and get feedback on their brand, shopping experience, and determine which products are winners and which will never sell.

    Some questions you can ask yourself to help determine which goals work best for you, consider the following:

    Are you launching a brand for the first time?

    Are you announcing a new product line within an existing brand?

    Are you flushing out the current season's inventory to make room for new merchandise?

    Are you interested in testing new geographic regions in which to establish your brand?

    Are you a highly established brand interested in marketing and customer appreciation?

    Having a clear and articulate budget for your pop-up store is a critical and vital step which will help you determine some of the most important components when it comes to doing a pop-up. For example, you’ll know how much you can afford for rent which will determine which locations and properties are worth your while to scout and inquire about, or how much you can spend on designing the interior of your store, or marketing your pop-up for that matter. Here's a few items that you'll definitely want to factor in when creating your budget:

    Utilities

    Insurance

    Internet

    Credit Card Fees

    Merchandising Fixtures

    Furniture

    Checkout Counter

    Lighting

    Inventory

    Window Display Props

    Marketing and Promotion

    Food and Drinks

    Depending on the duration of the pop-up and your goals your budget will have additional or less items. However, once you have a rough idea of how much you’re willing to spend on your pop-up, you’re then ready to start looking for a location, which we’ll cover in the next chapter.

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