Pop-ups in 8 Weeks Concept to KeysWhat does it take to design and install a Pop-up?

Trade Show Branded EnvironmentsRetail Branded InteriorsImage 4: 24 years fabricating branded environments for retail and exhibits

What are we talking about?Popup = event or transactional space in place for hours to 120 days you think?More popups generated more revenue in 2010 than all prior years combined*More popups are being planned in 2011 than in all prior years combined**Brands are broadly convinced of their valueLandlords (management firms) are beginning to understand the opportunities of seasonal leases*ICSC **Gartner

Extending the OpportunityShort-term RetailDesigned as a brand immersion footprint with inventory, merchandising and layout at an aesthetic to create a fully transactional space.Matt Walsh, AIA, ID+A Inc

WhyEconomic convergenceSpace available, dollars variableBrands rethinking business modelsImmersive brand experiencesValues-based consumerism vs.Aspirational consumerismProduct and brand differentiationCreate a sense of wonder and/or exclusivity***

*** WSJ 5.12.11 Rich are Different

WherePure mobile: Parker Pens (Gramercy), Lindt (Tennis Open)Store-in-a-store: GAP in MacysAirport: Swatch (U.S.), Grants Whiskey (U.K., Paris)Streetside: 7th Generation Mall filler: Toys-R-Us (600)In-line: Aldo

Why You and Brands?Event Agencies Get It!Valued partner of BrandsTurn-key, programmatic Marketing resourceImplementation experienceRetail Design Firms just dont get itNot their thought processNot enough revenueGENERALLY, no implementation practice

Why NOT You?Brands dont understand or believe!Event agency can market, but can they build?Dont talk the language of permit, inspection, SKUsDifferent sides of the brandEvent is MarketingRetail is FacilityRetail Design Firms are thinking about itUnderstand modular fabricationRobust management processes and professional staffTrusted partner in store-buildHUNGRY!

What to Do?Talk to your Brands: PrototypeKelloggs/Gigunda successCross-sell to other DepartmentsRetail never talks to MarketingPartner to Create ValueTurn-key fabricatorsDesign-build firmsRetail Design FirmsResearch to Deliver ValueICSC, RDI, ARE, EMS, EDS

Todays Challenges4 Major programs for Major brands through Major agencies cancelled in 18 monthsjust for our companyBudgetLocation: Site Research and Footprint Lease 40% under-budgetedBuild labor + install 30% under-budgetedTimeline footprint turnoverCant build fast enoughCant vacate fast enoughCant remediate cheaplyPropertyLegalCompeting BrandCost PSF

How to StreamlineBudgetAccept location or increase budget (PopTart)Change method modular/pre-fabPlan for problemsTimelineManage program scopeChange method modularBuild WHILE negotiatingPropertyKnown landlords - SIMONRelationship building with propertiesLove a Broker!

Cost Allocation20 x 40 hard-wall transactional brand environment$125,000 budget build + implement

ITEMCOSTMaterials30,000Fixtures & Displays15,000Site specials & Labor12,000Packing and Freight12,000Installation Labor9,000Graphics & Dcor8,000Exterior Sign7,500Project Management5,500Profit7,000

Chart1

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Sheet1

Budget

Materials25,000

Fixtures & Displays15,00098,000

Site specials & Labor10,000

Packing and Freight10,000

Installation Labor9,000

Graphics & Dcor8,000To resize chart data range, drag lower right corner of range.

Exterior Sign7,500

Project Management5,500

Profit8,000

Top Budget Busters

ProblemBad PlanningWeak communicationChange OrdersOver-designClient ContributionRe-work, field fixSolutionSite Survey, SCOPEAssigned P/MEarly changes, then stopDecafPro-active managementVet your partners

RoadmapSites: mobile, streetside, ??Permits: bldg, sign, you name itSite remediation: right away!Space planning: dwell, immerse, etcDcor: graphics, merchandisingExterior: Faade, Sign (permits)Fabricate or construct modular?Talent & TechnologyLogistics: delivery, install, SKUsPre-launchShipping

16-20 weeks12 weeks8-12 weeks4 weeks4 weeks8 weeks6-12 weeks6 weeks4 weeks2 weeks2 weeks

Top Time Busters

ProblemLate StartBad SCOPELandlord/LegalChange OrdersOver-designClient ContributionRe-work, field fixSolutionPlan, Work itUpfront ClarityFlexibility, patienceEarly changes, then stopDecafPro-active managementVet your partners

Property

ProblemSiteLegalShy Site BudgetShort Install WindowNeed GraphicsFixturesExterior SignSolutionFreight container, tent, stripmallGet to YesPaint, BannersThink theatre, or modularAdhesive wallcoveringsRentalYoure stuck permits.Try banners, window decals

Optimum P/MTight S.O.P. before R.F.Q.Proactive client managementTeam approach who on the busDedicated and reachable Project ManagerEliminate scope-creep (change orders)Re-allocate budgetMore up-front, less on-site = controlPrefabricationExhibit fab for 40 years

DrudgeryWRITTEN DOCSScope of Project TimelineLeasePR, Legal rightsScope of WorkMilestone PointsMeasurable Outcomes

DesignOutcome based engage, sell, activate? More?Brand immersion includes a sale!Visitor experienceTraffic management time, immersionSite considerations time, prep, removal, repairCan you extend? Activate?$$$

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