DTC614: How To Run A Successful Summer Pop-up

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Even though ChatGPT is the most well-known LLM system, training the chatbot and running servers doesn’t come cheap.

The company admitted it is predicting an operational loss of $5 billion this year.

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Here’s what you’ll find in today’s DTC:

😎 Here’s how to prepare for a successful summer pop-up and create a stellar in-person customer experience.
👛 How The RealReal sparked an online conversation around designer fakes with their New York pop-up.  
🌴 And…that’s so ____. Learn why this trending word is taking over social media and how to leverage it for your brand.

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🤔 You Know What You SHOULD Be Doing For Q4 Prep… But What About What You SHOULDN’T Be Doing?

Join Pilothouse powerhouse duo Taylor Cain, Socials Technical Director, and Avery Valerio, Socials Content Lead, on August 14th at 1 PM ET / 10 AM PT as they walk you through the master checklist of common Q4 mistakes and how to avoid them.

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Along with Q4 blunders to steer clear from, you’ll get insights on:

• Stocking the pond: what you should be doing now to get ready
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• The awkward month, the big dance, and the month of generosity: planning for October, November, and December

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🔐 Plus, walk away with exclusive documents including but not limited to: a stocking the pond analysis template, a daily spend planner for November, and a creative planning template.

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👛 The RealReal’s Impactful Pop-up Messaging

More and more successful high-scaling online ecommerce brands are finding ways to marry in-person experiences with a brand’s online presence.

The Pilothouse team shares how they spotted this brand putting its own clever spin on its most recent pop-up. 👇

RealReal, an online site known for buying and reselling verified luxury goods, opened a store on 301 Canal Street this summer in New York City.

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Why this location?

Canal Street is known for selling the best designer fakes, and the brand used this pop-up and location to start a conversation about how counterfeit goods impact the fashion industry and the environment.

When you enter the pop-up, it looks like a regular store, but at a closer glance, you’ll find the space full of fake luxury handbags, which the RealReal team examined and confiscated during their verification process.

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The result?

The pop-up drew major buzz for its impactful messaging. You can learn more about the ongoing installation, which runs until September here.  

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The takeaway?

The RealReal was able to create an impactful and educational experience for consumers and the negative effect ‘fakes’ have on the industry.

This angle also allowed the brand to strengthen its credibility and draw attention to its mission and brand. Their verification standards are strict, so consumers can trust them when vetting luxury goods and inspire trust.

🤩 DTC Brands Are Popping Up Everywhere

Brands are popping up everywhere this summer. ☀️

For DTC brands, pop-ups are a great way to meet customers in person, deepen their connection with the brand, and offer an engaging experience, whether you are generating brand awareness or promoting a new product launch.

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Here are five tips on how to run a successful pop-up:

1. Promote heavily on social media the weeks before: Make it clear where the location is, your hours of operation, and what customers can expect to see so they have an enjoyable time and can plan accordingly. 🕜
2. Create a memorable experience. Urban Outfitters recently teamed up with Pinterest for their Back To School omnichannel campaign, ‘Shift Happens,’ to create an immersive pop-up where visitors could explore different rooms designed by different artists and shop for dorm room decor via a QR code.

3. Make it aesthetic for socials: Create an aesthetically pleasing space so visitors are compelled to post and generate UGC while tagging your brand.

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This Rhode London photo booth pop-up made it easy for visitors to purchase a product and snap a quick selfie in their LED mirror. Guests also can take photo booth pictures so they have a memory of the experience.

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4. Offer free sampling! This is an excellent opportunity to gain new customers by giving them a chance to test the product risk-free. ‍

Tip: Also provide a time-sensitive discount code for placing their first order online.

5. Anticipate long wait times and offer items to help beat the heat! Hand out water, ice cream, and umbrellas to those in line to make the wait more bearable and take the necessary safety precautions.

📈 SEARCH SURGE

Trending This Week: Brat or Brat summer.

Why is this happening? After the release of Charlie XCX's hyper-pop album Brat, brat quickly became a slang word for 'someone who is unapologetically themselves and just living life.'

Who should hop on this trend: Brands can capitalize on the term's popularity by creating curated 'brat' collections or putting lime green SKUs front and center.

Kate Spade put out this TikTok 'Brat Summer Starter Pack' to give their customers some style inspo.

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Have you heard our latest podcasts?

• 🥟 Jen Liao on How MìLà Became a Nationwide Frozen Food Brand
• ✉️ AKNF 425: How To Fix Email Automation and Improve Retention
• 🍺 Duncan Frew on the Whisky Business and Return of The Rascal
• ⚡ AKNF 423: Optimize Post-Click Experience With Landing Pages
• 🕶️ Parker Godfrey on How Kiaura Went Viral on TikTok Shops
• 😆 AKNF 421: Grow Top Of Funnel With Humor and Controversy

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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