Advice from a Pop-up Expert - Medallion Retail
Strategy, Creativity, Pop-up Retail, Retail Marketing, In-Store Marketing

Advice from a Pop-up Expert

POSTED ON: 12/13/16 Holiday Pop-up

An entity crouches on the bookshelf, its dead eyes seeing everything. When the moon rises, it moves. Silently. With purpose. It skitters across the floor, flattens itself as if it has no bones, and then oozes under the door and into the night.

It finds the master and tells all. It whispers stories and secrets that feed the master, making him stronger and more powerful.

Hours later, spent but with duty fulfilled, it returns to its adopted home to continue the watch. Refreshed and potent, it brazenly places itself in plain view, signaling its dominance. The family is powerless to intervene.

The Elf on the Shelf is one scary critter.

If I blabbed all your naughty secrets to your boss and crept around your house at night wreaking havoc and stared at you for hours without speaking (just daring you to touch me) you would call the cops. And rightly so.

I guess if you wear a tiny red suit and know the right people, you can do whatever you want.

While I studiously avoid the Elf on the Shelf, I do admire his take on pop-up. He really knows how to build anticipation and engage his audience. (His acolytes? Followers? Enslaved minions? Whatever.) The little creep truly knows how to make a Moment.

If the Elf on the Shelf could talk (and sometimes he does), what personal advice might he share with retail marketers seeking pop-up perfection?

  1. Be surprising.
  2. Display personality.
  3. Make it personal.
  4. Take a chance.
  5. Do the unexpected.
  6. Tell a story.
  7. Have a point of view.
  8. Evoke wonder.
  9. Know your audience.
  10. Facilitate interaction.
  11. Act on feedback.
  12. Break some rules.
  13. Be funny.
  14. Have a message.
  15. Maintain the mystery.
  16. Create social media opportunities.
  17. Use the environment.
  18. Heighten anticipation.
  19. Build a following.
  20. Turn challenges into opportunities.
  21. Stay on brand.
  22. Sweat the details.
  23. Borrow from pop culture.
  24. Act on insights.
  25. Work with the right partners.
  26. Twist the narrative.
  27. Activate influencers.
  28. Be mysterious.
  29. Have a contingency plan.
  30. Be ambitious.
  31. Don’t be too ambitious.
  32. Try something new.
  33. Be flexible.
  34. Learn from mistakes.
  35. Make each interaction better than the last.
  36. Be bold.
  37. Use materials unexpectedly.
  38. Leave them wanting more.


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