Effective, high-impact marketing remains a constant challenge for home-based businesses. Often, they lack the organic visibility of larger businesses who have the benefits of office or retail space in a highly-traveled location. Home-based businesses need to generate their own traffic and may be restricted by limited budgets, as well. However, they can benefit greatly by participating in pop-up events that put them in direct contact with potential customers. With some planning and investment in professional-looking marketing materials, these events don’t have to break the bank to get results.
Vistaprint recently put this to the test by bringing three inspirational small businesses directly to customers at St. Louis PrideFest. As part of Vistaprint’s Micro Main Street, a celebration of the impact small businesses can have on their communities, we gave three inspirational micro-businesses their very own pop-up retail experience within an event that caters to their target audience. Vistaprint designers helped them create affordable, professional-looking marketing materials for their retail storefronts. The three businesses were HelloPride, a home-based business out of St. Louis that makes inclusive babywear; Bella Books, a Tallahassee-based publishing house focusing on LGBTQ stories, and Carla Sue, a Houston-based maker of hand-crafted greeting cards and gifts.
Participating in Micro Main Street gave each small business insight into maximizing their presence at a pop-up event. Here are a few tips and tricks you can use to do the same for your business:
- Find the right fit. This relates to not only picking the event that is right for your business, but also ensuring that you are representing yourself appropriately. Be sure your marketing materials and signage align with the type of event you’re attending. For example, a software consulting firm at a business-to-business expo would do well to keep materials such as brochures and flyers organized in a professional-looking presentation folder, while a pet-sitting service at an event in a city park would thrive by handing out more playful items such as business cards, branded magnets, postcards or even branded pet goods.
- Go beyond business cards. Business cards are always useful, but pop-up events are an opportunity for you to get creative and make a lasting impression. Consider offering prospective customers something more customized to remember you by. Giveaways like branded tote bags or pens are cost-effective ways to keep you top of mind. Carla Lyles of Carla Sue Greeting Cards and Gifts made special stickers specifically for the St. Louis PrideFest event that said, “Keep St. Louis Dope.” They were a big hit with local attendees and helped Carla instantly connect with customers who were previously unfamiliar with her brand.
- Promote your presence. Let your current and prospective customers who are attending the event know where you’ll be and how to find you. Update your website and social media with information about your presence at the event. To take it even further, consider giving an exclusive offer for event attendees, like a one-time discount or a trackable coupon.
- Take your displays to the next level… literally. Create a visual display that uses various levels or layers to increase engagement with your product. Adding depth and dimension to your booth draws customers in. Lyles has been organizing pop-up events showcasing her hand-crafted greeting cards with great success. “Don’t lay anything flat on a table,” she advises. “Try to create as many levels as you can.”
- Be prepared to tell your brand story – literally and visually. Be sure to put your phone away and greet everyone who stops by your booth. Assume that people who stop to look at your products know nothing about you and be ready to quickly introduce them to who you are and what you do. Remember that your signage and marketing materials also give them an instant feel for what your company is all about.
- Leverage positive customer reviews. Online reviews about your business don’t have to stay online. For example, Linda Hill at Bella Books includes quotes from real customer reviews on customized bookmarks that she hands out at pop-up events. This is a great way to build credibility with prospective customers and give online reviews new life.
- Follow up after the event. Your interaction with customers doesn’t end when you pack up your materials and return to your home office. Make sure you follow up with any leads gathered at the event as quickly as possible. Do your best to contact them within 48 hours via email or, even better, follow up with a personal note on a customized, event-themed postcard.
Most importantly, think about what you learned and what you could have done better, and then apply these learnings to the next event. The most successful businesses are ones that refine their technique and continue to try new things to get the most out of their event experience.
Even the smallest home business can experience a significant boost in confidence when they know they look their best. HelloPride, a primarily online retailer, saw amazing results from connecting face-to-face with customers. The St. Louis pop-up event helped them build relationships and generate leads for major opportunities, including a potential wholesale relationship with a brick-and-mortar store. That’s the power of strong branding and being prepared to seize any opportunity that comes your way.
