Pop-up stores are an important piece in experiential marketing, creating exciting environments to showcase new or existing products and brands, and seasonal products during special events and times. they’re convenient for consumers, and give a novel experience…always important in experiential marketing. The past several years, we’ve noticed an increase in the use of shipping containers to create activations that offer a lot of value for the brand’s dollar.
A project that caught our attention most recently was Wilson Sporting Goods’ Louisville Slugger Pop-Up Shops in Emerson, GA; Aberdeen, MD; Myrtle Beach, SC; and Ft. Meyers, FL. Rob Partin, grassroots marketing manager of the Baseball/Softball Division for Wilson says that the consumer feels like they are “entering a sporting goods store. The product is protected and not sunbaked, or dirty from weather exposure.” Partin points to these installations when he discusses the brand’s success rate increase of 100% over the past 2 years.
Ikoniq, the developer and manufacturer of the shipping containers for the pop-up shops, obviously sees this as an important piece of the experiential marketing mix.
What’s been your experience with “cargotecture” in your experiential campaigns?