Avoiding Pitfalls: A Guide to Successful International Pop-Ups
If you're in London, you’ve likely seen the buzz of summer pop-ups. These events are a fantastic opportunity for vendors to earn foreign currency, but it's crucial to stay sharp.
The UK pop-up and trade fair scene is vast and you'll be hard pressed to find a week where there there isn't a pop-up in one corner of its capital, London.
But as we know, opportunities also come with risks. Namely, some bad players in the market keen to exploit unsuspecting foreign vendors. So we've come up with a list of ten things to look out for when participating in pop-ups abroad.
Here’s how to navigate the London pop-up scene effectively:
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Get a Contract
Before committing to any pop-up event, make sure you get a clear, written contract. This should cover all essential aspects: terms of service, insurance, fees, profit sharing, cancellation policies, and more. A solid contract protects you from unexpected costs and misunderstandings, and it ensures you’re not left in a vulnerable position. -
Negotiate
Don’t settle for the first offer. With fluctuating exchange rates and varying event costs, negotiating is crucial. Consider partnering with another vendor to secure a discount for booking multiple stalls or negotiating better terms. Remember, negotiating can help you maximize your profitability. -
Research Previous Vendors
Look up feedback from vendors who have participated in the event before. Check forums, review sites, and social media for insights on foot traffic, event organization, and vendor experiences. This research will give you a clearer picture of what to expect and how to prepare. -
Check Vendor List
Review the list of vendors participating in the event. Ensure there is a diverse range of products and that your offerings will stand out. Avoid situations where too many vendors sell similar items, as this can dilute your sales potential and negatively impact your brand’s visibility. -
Scrutinize Promises
Be wary of hosts promising significant exposure for a hefty fee. Verify what they actually provide—such as marketing efforts and event support—before committing. Sometimes, these promises can be overblown, and you need to ensure you're getting real value for your investment. -
Align with Your Brand
Choose events that align with your brand’s image and pricing. If you’re selling high-end products, ensure the event’s location and audience match your brand’s profile. A mismatch can affect your sales and brand perception, so select events that enhance rather than hinder your brand’s story. -
Location Matters
Not all “central” locations are created equal. Opt for areas with high foot traffic and a clientele that matches your target market. For example, selling premium items on a less busy street can limit your exposure. Research the neighbourhood to ensure it complements your brand’s narrative. -
Event Promotion
Verify that the event organizers are actively promoting the pop-up. A successful event needs good marketing from both sides. While you should also promote your participation, the organizers should handle their share of promotion to ensure a well-attended event. -
Social Media Check
Assess the event’s social media presence. Look at follower counts, engagement rates, and overall activity. A strong, active social media profile indicates effective promotion. If their social media isn’t engaging, it might impact your event’s success and visibility. -
Clarify Accountability
Ensure the event management team clearly defines their responsibilities. This includes setting up the event, managing logistics, and addressing any issues that arise. Clear accountability helps avoid confusion and disputes, ensuring the event runs smoothly.
At Mais Af, we’re here to support African brands and creatives with international trade fairs and pop-ups. Reach out to us if you have questions or need guidance on events[@]mais.com!