Public Relations & Social Marketing Insight

Marketers spend a lot of time trying to nail down abstract concepts. They're tasked with turning brainstorming sessions and comments sourced during focus groups into campaigns that sum up everything about a brand's identity in a neat, tidy, and most importantly, interesting way.

But what if a consumer could walk into a room and fully experience your brand with all their senses? Pop-up events offer just that -- the chance for consumers to get up close and personal with their favorite companies in a truly immersive setting.

In their simplest form, pop-up events are temporary retail spaces that give companies the opportunity to sell their products in an environment completely designed and controlled by them. Since they're temporary, they offer a relatively low-cost and low-commitment way for companies to take creative risks, generate buzz, and introduce their brands to new audiences.

Consumers love the lure of exclusivity, and brands love the unmatched opportunity for experimentation. To inspire your next branded experience, we've curated a list of 15 innovative and visually stunning pop-up events....

Both current and former customers of the outdoor-clothing company Patagonia, for example, are more likely to consider themselves quite knowledgeable when compared to other shoppers, yet less equipped with social skills than the Lord & Taylor crowd. People who shop at Hot Topic, which caters to a younger, more alternative demographic, see themselves as highly imaginative, while patrons of Jos. A. Bank, which sells men's suits and business casual attire, see themselves as leaders.

Overall, these distinct personality types reveal the power of marketing, if done right.

One report anticipates that the retail industry alone will spend $15.09 billion on digital ads in 2016, followed by $16.95 billion in 2017 — a 12% increase. While it's important to know the best location to place an ad, knowing the personality of your intended audience is just as crucial....