The creator's success stemmed from a strategic partnership with an established brand's physical store, allowing them to reach a relevant audience organically and build community without significant upfront costs. This approach leveraged existing foot traffic and credibility, making the pop-up a cost-effective and impactful marketing strategy.
Summary
The speaker shares her strategy for successful pop-up events, emphasizing the importance of partnering with existing brick-and-mortar stores to gain visibility and customer engagement without incurring high venue costs. She highlights how genuine brand alignment with collaborators, like Esme Fragrance, leads to organic growth and community building.
Structure
1Underestimating pop-ups led to doubled sales.
2Partnered with a friend's store in Bondi for a pop-up.
3The pop-up was free and brought in 300+ people.
4Focused on community building and relationships, not just sales.
5Prioritizes genuine brand alignment over paid influencer marketing.
Original caption
Listen to full Female Founder World episodes anywhere you get podcasts 🎧 #popup #femalefounder
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6
Collaborating with aligned creators and leveraging existing retail spaces is key.
Product placement
ESME FRAGRANCE: acts - it is a brand that the creator is promoting and has partnered with for a pop-up event. Removing it would change the video's narrative. The creator also mentions that they have a good relationship with the brand and ask for feedback. This is promotional. FEMALE FOUNDER WORLD: appears - it is the name of the podcast/channel, indicated by a logo in the corner and mentioned in the creator's bio. Removing it would not change what happens in the video.
On-screen text
HOW TO HOST A SUCCESSFUL POP-UP ON A BUDGET
*listen to this video like a podcast*
Transcript
something that, honestly, I completely underestimated it. But it, pretty much doubled overnight. Like our daily sales have doubled overnight since that moment. Was an in real life pop-up. So obviously, like, we're still very much startup, we don't have massive budgets to put towards solo spaces. So I ended up reaching out to one of my friends, shout out Ed Hansen, Esme Fragrance. Um, it was a brand that I personally felt very aligned to. Um, and he had a store in Bondi. So I pitched a pop-up in his, um, in his store, which didn't end up costing me anything, which was amazing. And I think we got over 300 people through the doors across two days. And so many new discoveries of the brand, which was amazing. So we did that in November. We did a second one in February. That was more of a community-focused event. So it wasn't necessarily focused on moving rev, but more building those relationships out. And we're about to do our third one this month. Um, the 20th of June. Getting people in the brand in real life, getting to experience the product for for themselves. Um, so that's really working for us. Also, we don't pay influencers. And never say never, but I really want to avoid paying influencers because my whole thing is, people to wear the brand 'cause they genuinely love the brand. Um, but we do gift from time to time. And I've actually found that we awful. I'm really selective in sort of alignment there. There are certain creators that I've formed such an amazing relationship with that they genuinely love the product. And so, like, that's a really hot tip. Like if you find someone that is genuinely so aligned to the product that you're coming out, really foster that relationship. Um, Gemma Diamond has been amazing for us. Like she is somebody that just loves the product and I'm always asking her for feedback. I'm always asking her how we can improve. And it's just amazing to have like creators in your corner. Really smart with the pop-up, um, with the pop-up, um, is the partnership piece. And I think a lot of people sleep on, you don't necessarily pay for a space. If you can tell a bricks-and-mortar store, I'm gonna bring exactly your target customer into your space for free and create content around. Folks will say yes, the right aligned partner. 100%. I like it to my core. We've actually since had brands, bricks-and-mortar, reach out to us in like prime retail locations saying, we'll give you the space on like a weekend, which would ordinarily like, wow. So never be scared to ask. And also, you now have a case study to whoever you want. Totally. It's been a game changer for me. The podcast analog, I just think that everything offline everything. Sick of their feeds and any way that you can like get out into the world. Makes it look a lot more legit. Bigger. And that's the thing. I think the Bondi legitimized brand for us physically, people could come and feel a community behind it. The relationships that were formed on that day, people message me all the time saying, those people. Yeah. Yeah. Amazing for me.
