We recently partnered Kelloggs in support of National Cereal Day, with a pop-up shop in Central Manchester. It was a great way to grab some headlines, speak directly to consumers, create a bit of marketing ‘noise’ and raise the profile of cereals. What struck me was that people are more than willing to engage, and enjoy the fact that something new has popped up along their daily commute. It is people’s natural curiosity to go and see what is going on, see what is happening, that creates a really big opportunity for brand owners everywhere. It is a chance for brand owners to create the perfect venue to show off their products, expand on their brand personality, and connect with their consumers to get some real, honest feedback. I am also very proud of our staff, who are all able to cope in such an unpredictable live setting. The natural way in which they engaged with the public not only helps to keep the brand ‘accessible’, but encourages much greater trial, and more positive feedback from the event.
There is no end of empty units that can quickly and simply be transformed into a ‘brand oasis’ to really get across to consumers so much more than can be achieved through traditional retail channels. It also cheers up the high street, gives consumers something new to look at and experience, and is a highly cost effective way to generate greater engagement and footfall. We will definitely be doing more!