Pop-Up the Ladder And Own a Bar

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#PopUpTheLadder WiFi - TOTC2014 @TOTC

Your Hosts.. !

Alex Kratena Jamie Jones

& Dean Callan

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Dean CallanMonkey Shoulder Global Brand Ambassador"

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Bartended globally including Milk & Honey London"

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Collects bar knives…"

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@DeanCallan

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Alexino KratenaHead Bartender of The Artesian - World’s Best Bar TWICE"

!‘World’s Best Cocktail menu’(2011) title at Spirited Awards in New Orleans"!Super Cool"!@Alex_Kratena

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Jamie JonesG’Vine GCP Winner 2013"

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Global Bar Consultant & Trainer"

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Looks like a hobbit"

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@CocktailHobbit

So What is a Pop-Up?

Pop-Up anywhere!

But what about Pop-Up Bars?

MICRO CONCEPTS

Pin-Up Pop-Up Lanes, Manchester 2011

Manchester City Center 2 months Lanes £25,000 Sponsorship from Puma Footwear Revenue £120,000

Pin-Up Pop-Up Lanes turns in to Moose Bar

Kahlua Coffee House, Manchester

Intended to originally be for just 1 month. Extended to 2 months due to success. Raised huge brand awareness in North England

What to consider.

✤ What is Popping-Up?

✤ Why is it Popping-Up?

✤ Where is it Popping-Up?

✤ When is it Popping-Up?

✤ How long is it Popping-Up?

✤ Staff Popping-Up?

Location, location, location…

✤ What else is on offer

✤ Footflow

✤ Field of Dreams

My slice of the pie…

The Yacht Club MCR

Open for 8 weeks 2 weeks to build Very popular - £246,000 Lots of press and media No overall sponsor Perfect location

Fair weather Trouble with land owners Tight conditions to work

Getting Brands Involved

A Monkey’s Perspective…

What a brand might look for… !

BRAND VISIBILITY SAMPLING OPPORTUNITIES PR EXPERIENTIAL INFLUENCER PARTNERSHIPS

Diesel Brand Ambassadors Party at Notting Hill Carnival PR & Influencer Partnership

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The Chocolate Trail Consumer Experiential

Monkey shoulder bootcamp:@London cocktail week PR & Sampling

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Monkey Shoulder Treehouse Sampling, Experiential, Trial & Influencer PR

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Artesian on Tour…

MAKE YOUR POP UP POP

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ARTESIAN POP UP SHOP IN POP A UP SEMINAR

TRAVEL !

NETWORKING !

TEAM BUILDING !

LEARNING !

TRAINING !

PARTY !

SEX

PR !

PRESS !

BRAND AWARENESS !

RAISING PROFILE !

WIDER BRAND EXPOSURE !

BRAND RELATIONSHIPS !

COLLABORATION OPPORTUNITIES

TEST NEW MARKETS !

ENGAGE GUEST OFFLINE !

NEW REVENUE STREAM !

MERCHANDISE

CREATE A CONTENT PARTNERSHIP OPPORTUNITIES

SELECT GOOD LOCATION CHECK LOCAL LAW

STAFFING INVENTORY MARKETING

ENGAGE INFLUENCERS

What you need to pop-up

✤ Cash

✤ Sponsorship

✤ USP

✤ Space

✤ Time

#PopUpTheLadder

What else?

✤ Commitment

✤ Marketing

✤ Team

✤ Good builders

✤ Licensing

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Thank you!

✤ @Alex_Kratena"

✤ @DeanCallan"

✤ @CocktailHobbit"

✤ @Totc"

✤ slideshare.com/CocktailHobbit

✤ Huge thank yous to"

✤ Phil Duff"

✤ EuroWineGate"

✤ Tales of the Cocktail"

✤ THE CAPS