Planning and Implementing Pop-up Activities: Post Pop-up Stage
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Pop-ups, by their very nature, are ephemeral. However, while the lifespan of the physical manifestation of the pop-up activity may be brief, with good management, longer-term consumer relationships with the brand might be facilitated (Pomodoro 2013). This is consistent with the notion of the ‘post-experience’ stage, as articulated in the experiential marketing literature (see Antéblian et al. 2014; Tynan and McKechnie 2009). This chapter discusses the key issues that brand organisations may need to consider during the Post Pop-up stage. These include: in the immediate term, the logistics of packing up and moving on; and then, taking a longer term perspective, measuring and evaluating success of the activity, and maintaining momentum for the brand which may have been created by the physical presence of the pop-up store.
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