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This research paper gives an overview of how brands are using experiential marketing and innovative activations to create unique customer-focused pop-up events. The paper provides related insight and examples that exhibit the transition from long-term brick-and-mortar rentals to short-term spaces that invite customers to experience brands and engage with products in new life-enhancing, immersive, community-building, and/or exclusive engagements.
This concise, 10-page research paper includes:
Brands are building stronger communities by establishing digital and physical platforms and activations that help foster the relationship among customers and encourage participation, empowering consumers to co-create the rules and even inviting them into the R&D process. It includes hosting programmed events to build confidence in a purchase or product use in an engaging manner. It also includes peer-to-peer platforms where consumers can interact and exchange with each other.Curated Merchandise
Consumers can buy a product from anywhere, but they can only find an identity in partnership with a trusted brand. At the same time, companies are facing increased competition from the marketplace and are looking to differentiate their offerings. As a result, companies are developing complementary content, products, services and stores that connect with the needs and passions of their customers. This includes collaborating with brands on one-of-a-kind merchandise to extend reach.