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Pop Up Shop or Not? How A Temporary Retail Location Can Hype Your Business

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Many e-commerce businesses will never actually have their own brick and mortar locations, even if they have distributors or retailers selling their products in their own stores. Hence, the concept of a “pop up shop” has emerged: a way to connect with customers in person and bring the experiential aspect of your company to customers without investing in an actual space. 

Pop-up shops are great for a number of reasons, but top of the list is the “hype” around the shop. Since it’s only up for smaller amounts of time (ranging from one day to a few weeks), it creates a strong sense of urgency for customers nearby to drop in – whether they’re loyal digital buyers or they’ve just heard of your brand beforehand. Creating this experience for your customers can jumpstart or rejuvenate their loyalty to your brand. 

Here are five other reasons why having a pop-up shop can hype your business. 

1. You’ll learn more about your customers. 

The in-person shopping experience is far more personal than a digital shopping experience, so you’ll be privy to information you don’t normally see. At a pop-up shop, customers can hold your product in their hands, sample it, and try it. You’ll hear their immediate questions, reactions, and feedback, and can use this information to better the digital experience. 

Perhaps your business is a skincare brand, and a customer tries on a bit of the facial cream and remarks, “Wow, that’s really oily.” That’s a reaction that you won’t hear when they order it online – unless they’re unhappy enough to send it back. Make sure to keep your eyes wide open and take notes throughout the pop-up shops’ time (ask employees to, too), then have a huddle with your team afterwards to see how to integrate the feedback. 

2. You’ll get invaluable data. 

Think of pop-up shops in the same way you would for an advertising campaign online. Do this by adding specific tracking codes to your offers and collateral so you can track the performance during and after the event. 

Give walk-ins an irresistible offer to use these tracking codes, such as 15% off or an extra gift thrown into their shopping bag. However you can, ensure your pop up has enough “data” (aka: transactions) for the numbers to matter by advertising the pop up in advance. 

Set daily goals for these transactions in the same way you set goals for advertising campaigns, and adjust and adapt your pop up as necessary throughout the run if those daily goals aren’t working out. You can have a new strategy daily, so experiment with product placement and offers to see which resonates the most.

3. You’ll learn which locations within your target cities have the highest product popularity.

Depending on how many pop-up shops you host, you’ll be able to see which have the highest attendance. Maybe your pop-up shop in Chicago has a line out the door everyday, but your pop-up shop in Denver has about half the sales. This is great information, too – and can be integrated when you re-target your ads and better construct your customers alias. 

4. You can get photos and other digital assets to use in your social media strategy and on your website.

Photos of customers trying, shopping for, and holding products make for prime digital assets on your website or Instagram account. Hire a photographer to come for at least one of the days of the pop-up shops to photograph the whole experience: including the product placement and how you crafted the shop. This will also create more hype for the next time you host a pop-up shop if there are other goodies or fun experiential aspects that customers particularly like.

5. You’ll get ‘window shop’ exposure.

Finally, it’s great as an e-commerce business to get some exposure from the street. In other words, people who have never heard of your brand will see the pop-up shop when they walk or drive by, and it can spur creativity. They can then do anything from googling your company name to actually walking in and buying a product. Regardless, it heightens brand awareness and is great for your exposure. 

With the opportunity for valuable data and exposure, pop-up shops should be considered as a way to revitalize your business in a new way this year.

Jeremy Delk is an investor, founder, and entrepreneur in several entities across industries and countries. After gaining early experience and expertise from the financial sector with Fidelity Investments, he founded Delk Enterprises in 2002. While originally starting as a real estate development firm, Delk Enterprises has expanded into a diversified investment company with an expansive portfolio that continues to grow today.

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Business

Learn The Crucial Lessons This Serial Entrepreneur Is Using To Help Businesses Thrive In An Era of COVID-19

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Jon Boles has been an entrepreneur for more than 10 years and has successfully scaled 9 companies, selling one in 2018 and currently growing a nationally recognized award-winning marketing agency.

While three of these businesses almost killed him, that didn’t stop him…

In fact, over the past decade alone, he has helped scale and consult on over 250 brands across the country, grossing myriad millions of dollars for his clients along the way.

He’s worked with clients like Ferrari, Maserati, Lamborghini, and countless more.

  1. Jon, with the coronavirus pandemic and businesses being affected globally how do you suggest entrepreneurs and businesses navigate these tough times?

These times are difficult for a lot of people and businesses right now. Business owners are now having to deal with their health, their family’s health, and keeping their business afloat. This is my opinion as I view owning a business a little differently than most people.

The day that you decide to become an entrepreneur and start your LLC or corporation, you are taking an oath that you will do whatever it takes to keep that business alive. You are telling your family to trust you and that you’ve got this. Entrepreneurship isn’t sunshine and rainbows like you see on social media. Running a business is tough, scary, lonely at times, and always putting other’s needs before your own. Now is the time to go ALL IN on your business, no matter what. If your company had to close its doors, you could still be doing something to pivot your business model and always provide positivity or value to your customers or your community.

I would recommend business owners do the following:

  • Keep your employees and your clients safe and healthy (follow CDC protocol)
  • Cut all of your costs that aren’t needed right now
  • Pivot your business to 100% remote with daily check-ins with your team
  • Read as many business and entrepreneur books as possible right now
  • Make sure your business can be found online right now (SEO, Content creation, Social media)
  • Provide a phenomenal customer experience now during these difficult times and also once things get back to normal (don’t be on a frenzy to get as much revenue as possible to offset your loss)
  • Pivot your business to online
  • Hire an experienced business coach or consultant to help your business get through this
  • If worst comes to worst, take out a small business loan that won’t affect your cash flow

For companies that are not fearful right now and have the capital to invest in their business, then I would highly recommend they double down right now. If you aren’t online or you have an outdated website, now is the time to have someone redesign your website, so it launches by the time this is all over with. This website needs to be of quality as people are not trusting with everything going on with COVID-19. If you develop a quick and cheap website, that won’t do much for you. Invest in a quality website. If you haven’t optimized your website to pop up first on Google for the related keywords to your industry, then you are losing to your competition. When all of this blows over, people are going to be searching for specific businesses, and you need to be visible. I could go on and on with what companies should be doing right now, but that would take up an entire page.

  1. What are you currently doing to position your clients to survive and thrive during these times 

The majority of our clients have used Avintiv Media for their branding, website, and SEO, so we’ve been able to build and grow trust with a lot of their clientele over the years. We’ve invested a lot more time on our client’s websites, optimizing landing pages, and content to be geared more towards what people will be searching for on Google. We want to make sure that our clients are popping up on the first page of Google and the 3-Pack map on Google to ensure that they are still getting traffic and customers.

We have designed and updated websites to list updates about COVID-19 and what they’re doing to stay compliant during these times. We’re keeping our clients positive and focusing on providing value to their current customers and new customers that are reaching out. When times get tough, it’s our job to ensure our clients that we will all get through this together. After all, we’re one big family and in this together.

We’ve also urged some of our clients to move into local SEO and allow us to create more content for them. When COVID-19 passes us, we believe that businesses will be booming. People will be searching Google for the closest (enter business industry) nearby. If you’re not popping up on Google or visible for people searching, then you will not grow when this is all over. That is the perfect timing for COVID-19 to pass us. You want to be ready to take on new business when, in fact, it is behind us.

  1. Having been through tough times and economies, what have you personally done to make sure you can navigate and do business in this environment? 

Everything comes down to your mindset. You can have as much cash in the bank, but if you worry every second that your business will fail, then it will fail. I have spent years trying to build up my mindset. It’s far from perfect, but going through what I’ve gone through in my life has built me for times like this.

I invest in business/life coaches, read 1-3 books per week, stay healthy, and meditate. If you’re not working on your mindset or you as a person, then it will be hard to be a leader during these times. You need to be calm and confident in who you are as a person and realize that no matter what is happening, it is meant to happen. There are experiences and learning lessons with everything in life, whether good or bad. Once you realize that you don’t have control, true control over anything, then nothing phases you.

Being a consultant and business coach for so many years has allowed me to help entrepreneurs through their worst days. Once you’ve done that with over 250 people, you’re used to hearing horror stories and helping them find happiness and success. That, on top of my journey, I have been through a lot in my life. COVID-19 is just another piece of my journey that I choose to overcome. I have to be a leader for everyone that is counting on me right now. There is no other choice.

  1. What are your 3-5 lessons business owners can implement so they can continue to be successful and weather this storm?
  • Cut all costs that aren’t needed right now.
  • If you can, invest in your future with an updated website + SEO/Content (Be visible when people are searching online for your type of business).
  • Stay calm and be as centered as you can. Read books, meditate, go for a walk. (This is more important than anything else I’ve listed)
  • Take a step back and rewrite your vision and direction for your company now seeing what happened to your business during this experience
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Designing Smiles is This Dentist’s Passion; Dr. Matthew Kaiser

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Dr. Matthew Kasiar is a general dentist practicing in the Nashville, TN area. Designing smiles is his passion! And Dr. Kasiar has been fortunate to help many people transform their smiles including artists and celebrities. 

Currently, Dr. Kasiar uses virtual consults as a way to connect with potential patients all over the country. They are able to submit 2 pictures and within a week they receive a personal video consultation from Dr. Kasiar discussing treatment options and cost. Dr. Kasiar believes being transparent is the key. Patients want to know who they can trust, how long will it take, and how much it costs. He answers all those questions in the virtual consult. 

Kasiar has always been intrigued by the design process. Whether it’s designing something mechanical or a new smile, he loves the process!  

His path to dentistry was a unique one. Dr. Kasiar’s love for designing things led to becoming a Mechanical Engineer. He loved it, however he missed the people part of the job. That’s when Dr. Kasiar became intrigued with dentistry. It allowed him to design and also to have social interaction with patients and build relationships. “The feeling I get when a patient first sees their new smile is indescribable,” Dr. Kasiar says. “It is the most rewarding moment of the whole process.” 

Challenges of Entrepreneurship

According to Dr. Kasiar, the biggest challenge of entrepreneurship is deciding to take action on your dream. “There are a lot of great dreams and ideas out there that never make it to reality. Most often it’s because of a fear of failing. I say that because I was fearful too. But I knew I would always wonder ‘what if’ if I never tried,” Dr. Kasiar states. 

He also believes that having the right mindset is equally important. Dr. Kasiar believes that if you go into business with a negative attitude you will get negative results. However, he’s not saying that having a positive attitude will be enough. Problems will come up.  But it’s that positive mindset that will keep you motivated and focused to overcome them. 

Scaling a Business

Dr. Kasiar believes there are two things to keep in mind when scaling a business.

The first is to define your core customer. You want to find people who can use your service, and are willing to pay for it. You’ll then want to make sure they don’t start drama. And as a bonus, you’ll want to figure out if they are willing to refer other clients like themselves.

The second is to solve one major issue extremely well. Oftentimes, Dr. Kasiar notices that companies are selling anything to anyone without a real plan. He believes that if you want to grow a real business, you have to double down on solving one specific problem for a specific market. And if you can become an expert at that one thing you’ll be able to scale in that market because there’s likely more than enough customers in that niche. After all, the world is huge!

Standing Out From The Crowd

In order for his company to stand out from the crowd, Dr. Kasiar places huge emphasis on customer service. “I feel like the healthcare industry as a whole lacks quality customer service,” he says.

At his practice they don’t want patients to feel like an inconvenience instead of a patient. “We make each patient feel like they are the only one there. We are 100% focused on their needs and go above and beyond to exceed expectations. They aren’t just patients, they are our family” states Dr. Kasiar.

What Success Means to Dr. Kasiar

Dr. Kasiar believes that his biggest success has been his ability to give back to his community through free dental days. “We’ve been able to serve many people who otherwise wouldn’t have been able to receive treatment. It’s amazing to see all the competing doctors come together for a common cause and serve our community. It truly is a rewarding experience for everyone!”

As for his legacy, Dr. Kasiar wants to be known as the dentist to come to for a smile makeover. He seeks to build confidence for every patient he’s worked with so that they can be the best version of themselves. And he wants to be known for helping teach other dentists the art of designing smiles. 

Dr. Kasiar’s practice is located in Franklin, TN. If you would like to receive a virtual consult from Dr. Kasiar, visit his website!

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From Fashion to Social Media, Marcello Lucky Razavi Has Seen It All

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Marcello Razavi, better known as Lucky Razavi, started with a background in fashion design. Having the previous experience of owning and operating seven different brands that have all been sold worldwide since 1996, he currently runs a company that specializes in social media management and content creations.

Marcello graduated out of high school in 1993. Right out of the gate, he set up shop and opened a clothing brand called Chochie Casuals which specialized in rockabilly apparel. Regardless of his early success, he still attended college and got a degree as a backup, incase the fashion world wasn’t his ideal industry.

Over the years, Marcello started a variety of other brands such as Spanish Harlem Industries, 187 INC Clothing, Meow Gang and Avenue Streetwear. Deciding to retire from the fashion world, and taking a break from the corporate world 2014, Razavi started DG Media & Entertainment Group just four years later. To date, his company handles an array of different digital media aspects. These range from brand awareness, all the way to social media growth. DG Media & Entertainment Group also manages celebrities to help them with the digital world, outside of what they do already in the real world pertaining to their celebrity status.

During his senior year of high school, Marcello attended a house party and ended up kissing a girl who was his best friend. The following day, his best friend officially stated the two were a couple. Macello responded, “DUI Baby”. She looked confused and he re-explained, “Dating Under the Influence”. Immediately, this excuse went viral around his campus, even though the term ‘viral’ didn’t really exist since it was pre social media.

As the local exposure of his quote continued to grow, Marcello capitalized on the hype and immediately began printing tee shirts and hats. He started to distribute these items to all the highschools in his district, with no shortage of consumers. At the age of just 17, Marcello realized his aptitude for fashion.

After high school, he attended post-secondary school while still creating clothing and selling it to friends and co-workers on the side. Marcello ended up designing a custom woman’s dress at the time- a new style that hadn’t been created previously -and got into a large woman’s chain store called Clothes Time and Contempo. “It was ironic being in college and having two full-time jobs as a waiter, while on the other hand my clothing brand was in one of the biggest chain stores in America. I don’t like getting comfortable and always make sure that I have plan B, plan C and plan D as backup in any business direction I plan to take,” says Marcello.

Starting in the fashion industry, Marcello had to fight for his spot to become a success. He gives the following advice when beginning; “You need to believe in yourself. It sounds cliche, but you need to understand some people make it overnight and others might take 10 years before they start seeing their dreams come true. Be open to take criticism, and at the same time not to allow anyone to shatter your dreams. I remember I would go to clothing stores to get my brand into them and some buyers were so rude. They would say ‘don’t quit school’, and ‘fashion stuff isn’t for you’. I surely proved them all wrong in time,” Marcello explains. Another important factor that led to his success was to be and stay humble. There was no shortage of that when he worked two full time jobs as a waiter. He always made sure his first job paid for both his clothing companies overhead and the other college classes he attended.

Mindset is also very important to this serial entrepreneur. Patience, believing in your service or product, and not focusing on the money are some core pillars of Marcello’s accomplishments. “Start a business to satisfy your dream job. I always say make a hobby your job. Then, when you work it doesn’t feel like work and more as happiness. And don’t forget to believe in yourself either! Being a CEO isn’t an easy journey. If it was, everyone in the world would be one,” Marcello says.

Having the experience of running a multitude of businesses, Marcello reflects on how to scale a business effectively. Find the business field you want to join and make sure it’s something you are passionate about. Always have at least two streams of income coming in, one to cover your lifestyle and bills, and the second to fund your new found business.

Studying your field of business and researching your competitors is also important, as it gives you an idea on what errors they’ve made in the past and an idea on how to not repeat them again on your own company. Always spend your money wisely, make sure you are not in debt, because when you’re in debt you might make or take higher risks, which stunts your growth.

In the fashion world, there are many competitors. Marcello entered it truthfully and honestly, only creating clothing that he would wear personally and or what he would find a woman attractive wearing, never bothering with trends or styles that he didn’t find interesting.

In the social media world that Marcello currently works in, he only works with celebrities who encourage a strong work ethic. “Brittanya is a prime example of that, as she never does anything she doesn’t believe in, and when she agrees to join a project or create content it’s always with full passion. I actually look up to her a lot, she truly has the mind of a hustler and feels that at times we had 48 hours in a day versus 24 because she loves to work so much,” says Marcello.

The majority of entrepreneurs run into many challenges when running a business, and Marcello is no exception to that statistic. His worst loss was losing millions back when websites were popular. Marcello had refused to make any e-commerce website, due to focusing so hard on not stepping on retailers toes.

Always having a massive following even since the MySpace day, he would always send traffic to realtors worldwide to get his 187 Inc merch. With the creation and popularity of Instagram, Marcello finally bounced back from this mistake, and made a website. “It exploded with sales that blew my mind. We would have random 50% off Instagram sales and gross $80,000+ sales on a weekend. So that was my biggest failure coming to the party late with an e-commerce store. I’ve always had that nitch of connecting with my followers for my clothing brands, always playing the middleman and sending them to retailers instead,” says Marcello. Keeping up to date with trends and always looking for something new is important to not only the success of a business, but also the long-term survival.

With these explosive numbers, Instagram changed Marcello’s life. “I started noticing how close of a connection I was building with my followers for my clothing brand,” says Marcello, “Then I realized- why don’t we just create a company that specializes in all fields of social media instead. From management, to content creation, to branding of people, services, and products”. And that led to the creation of DG Media & Entertainment Group.

Fully utilizing the power of social media, he’s currently in the process of creating a podcast, opening up a vegan restaurant and bakery, and lastly, making a vegan clothing brand. “It’s 2020; The future is vegan,” explains Marcello with a laugh.

Legacy is something that Marcello plans to leave behind with his journey. Not only as a business mogul, but also as a loving father and companion. He also intends to break the societal ‘norm’ of people’s first-glance judgements. “I’m referring to the old saying, ‘don’t judge a book by its cover’,”  says Marcello. “I understand the way I look and I know people will judge me for that. ‘All authors are responsible for his/her own book cover’. I want to live by example versus just being all talk. So far I feel like I’ve been doing a great job.”

If there’s anything to learn from Marcello’s story, it’s to understand that owning and maintaining your own business isn’t easy. “You have employees- now family members -that depend on you. I say family members is because your employees are also a major part of your success and you need to take care of them. Having your own business is very stressful, you need to be mentally prepared to sacrifice holidays and other fun things until your business is fully functioning,” says Marcello. “Lastly, in my early years of having my business I would fantasize about working for someone and just coming into work and going out. Going home and being present in the moment. Unfortunately when you are self made that isn’t the case. You think of work 24/7, even in your dreams. So be ready to fully get yourself involved in whatever career path you decide to take and just get started.”

If you’re interested in keeping up with Marcello’s journey, take a look at his Instagram

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