One of the biggest trends to hit the business world is the pop-up event. All you need is a venue, such as a local meeting and conference center, a bit of pre-event planning, and a well-executed marketing idea. You might have heard about pop-up events and wondered if this opportunity could be right for you. The truth is that these events can be used with retail stores, the food industry, consumer services, and many other industries. Before you dive in and rent a meeting room in Milford, MA you’ll want to think about your goals and how you want to achieve them.
What is a Pop-Up Event?
The goal of a pop-up event is to create an experience that feels unplanned or temporary, creating an instant sense of urgency. You are providing your target audience with a unique opportunity to purchase goods, interact with professionals, or receive services, depending on the type of work that you do. While this might seem like an impossible task, it really is quite simple once you get the concept.
While most pop-up events are aimed at consumers, the business world has gotten in on it as well. Similar to planning a professional meeting or any other type of event, some strategy is involved if you want your pop-up event to be a success. Securing a local conference center is the first step. Then you need to take care of all the planning and behind-the-scenes work to make sure that your event feels like it’s happening on the fly.
Attracting an Audience
So how do you get industry professionals to leave their busy offices and make their way to a local meeting room in Milford, MA for your pop-up event? It can be tricky to draw a big crowd to your event while keeping everything quiet and under the radar until the day of the event. It has to seem spontaneous, yet be carefully planned. A pop-up can be a stand-alone event that attracts attendees from a specific industry or genre, but it can also be a special event within a larger event at a meeting and conference center.
The second option makes it a bit easier to attract a crowd that is large enough and perfectly targeted to achieve your goals. If you are hosting an industry conference or seminar series, consider including a “surprise” pop-up event that includes something unexpected and dynamic. This is a great way to get attendees excited about being there and encourage them to share the experience via social media with other colleagues. A surprise guest speaker, an interactive workshop, a hands-on activity, or an impromptu party with a celebrity host – consider your audience and plan accordingly.
Exclusive or Limited?
Another thing that you will want to decide ahead of time is how people will be admitted to the pop-up event. Will it be part of their registration to the more significant event at the meeting room in Milford, MA or will they be able to pre-register for a surprise event? Will you charge attendees to be admitted to the pop-up event or will it be a free experience? The answers to these questions will depend on your goals.
Pop-up dining experiences will often cost more per meal than traditional restaurant experiences. In fact, they typically command top dollar. Why? Because the event is exclusive and often includes unique menu items and celebrity chefs.
If something tangible will be offered to your guests, you may want to charge for entry or at least charge for the takeaway items, allowing them to buy lots of extras that they can share with co-workers or partners. Again, it depends on your audience, your goals, and the overall purpose of the event. There are some experiences that interested parties would be happy to pay hundreds of dollars to attend, but there are others that are new or unknown that might be more successful if they are free.
The Crystal Room Conference Center
If you are looking for a great location to host your event or for planning a professional meeting, give us a call at 508-478-7800. Our team can help you find the amenities and solutions that will best suit your needs for any business event. Our meeting and conference center is located just a minute off the I-495, making it convenient for guests coming from all over the South Coast area. Call today to schedule a tour or to reserve space at our meeting room in Milford, MA.