If you build it, they will come. Except they won’t. Because no one knows about it. Hopefully, you will have picked a location that’s stacked with passers by and so you’ll get lots of attention from that. However, if you don’t ramp up the publicity around the event then you won’t be reaching your full potential. Here are some low-cost ideas for how you can create some awareness.
Get active on social
Easy way to spread the word, fast. Be prepared with content in advance. Be organised and schedule. Create an event hashtag. Think about offering a sneak peek of what’s in store. Or build the anticipation with clues.
What could you do that’s remarkable and worth talking about? There was one example of a comic character-themed coffee stand who arranged for people dressed as superheroes along. Casually queueing for coffee. Could you brand up a giant deckchair and make that a photo opportunity worth sharing?
What offers could you do? Doesn’t have to be much, just some little reward or upsell voucher for a share or mention to help spread the word.
Set up an event webpage
At the very least, advertise your event on Eventbrite. or better still create a one-pager to promote the event and allow people to sign up for exclusive deals. You can even add a countdown page to build excitement. Or you could write a blog article about the event and have the post give useful information about what else there is to do in the area. That kind of value adding is appreciated by both real people and Google bots alike.
Email your crew
GDPR depending, you should email your existing contacts to let them know where you are and what you are up to. Make sure you include something relevant, like the examples above such as other useful info about the area or event, or a voucher of some sort. Why not gamify it by adding extra clues to the location in the build up. Or add urgency by counting down the days until your pop up packs up.
When pulling the local punters is the priority, nothing is quite as effective as handing out flyers or vouchers in the local area. Be sure to include a little map. Combine this with some simple way finding signs and posters to direct people to your door. Or, checkout (because, who needs doors?). Why not ramp up the attention by having someone meander and mingle wearing a branded backpack flag. Instant talking point.