A summary of things you should know about The Pop Up Paradigm according to Melissa Gonzalez: Introduction In this episode Melissa Gonzalez takes a deep dive into her book, TheRead More
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]]>In this episode Melissa Gonzalez takes a deep dive into her book, The Pop Up Paradigm, where she reveals how businesses can build real connections with their customers.
In her book, Gonzalez describes how businesses can use temporary products to generate customer loyalty, understand new markets, and test innovative concepts. The goal of the book is to teach you the most important ways you can benefit from a pop-up, the best type of marketing for your business, how to stay ahead of the retail market, and what to consider when launching a pop-up.
This book is perfect for entrepreneurs who own an online business and are considering a move into physical retail or own an established retail business yet struggle to get a product out.
I wrote this book to explain the seven evolutions we’ve seen in retail, seven of the top reasons that we worked with brands who are doing pop ups, and some great case studies for you to learn from and get inspiration from. I think that it’s different in that it’s full of case studies in our years of expertise and there are how-to books out there but this is a different approach.
I think you could read it in just a couple of sittings but because we broke up each chapter for different reason you could jump in and out.
The first action step is to figure out what your goal of the Pop-Up is. Without knowing what the goal is it’s almost impossible to craft a successful activation strategy.
The book is split up in four parts. Part one is talking about the evolution of retail, where retail has been and where we are seeing it now. Then it shifts into how you bridge that gap with a Pop-Up. Pop-Up is really an opportunity where you can connect the on and offline worlds.
In the second part of the book we go into what a pop-up offers your brand. If you are going to be utilizing Pop-Ups we give you some different reasons why and ask you the following questions. What’s your brand promise? Who is your key customer? What is your main goal of the pop up, and what is your budget?
In Part three we think about pop ups A to Z. Now that you have figured out your goals but you need to insure that you’re prepared to properly measure ROI for a Pop-Up. An ROI isn’t just the sales you are having but also how this will benefit your business for the next six months. I give a little Q&A to ask yourself if you are ready to do a Pop-Up. And then we go into some basics of how you can create buzz for your Pop-Up, everything from Guerrilla marketing to social media tactics, to traditional media.
And lastly in Part four we conclude with what’s still to come. The evolution of retail has really been impacted by the progression of technology and so we talk about how we see technology continuing to evolve and different things that are exciting us as we step into the future.
“Go after mindshare, not market share.” – Ron Johnson
I am the founder of The Lion’esque Group, we are pop up architects. Before that I worked on Wall Street on a trading desk. I am a proud mom to an adorable Jack Russell Terrier and I love experiencing new things.
We have been specializing in this since 2009 and really seen a shift as to how brands are utilizing pop up retail and seeing it fit in their budgets as they are coming around to the new year. As we have been a part of that evolution we wanted an opportunity to share with brands top reasons why people are doing it, share case studies, and inspire ideas for brands to utilize it.
Everybody’s Got Something by Robin Roberts
Buy The Pop Up Paradigm by Melissa Gonzalez on Amazon today
Visit LionesqueGroup.com to learn more about Melissa and her company
Follow Melissa Gonzalez on Twitter and Facebook
Download the full transcript here (coming soon)
Listen on iTunes, Stitcher , and SoundCloud
Related books: Lean Branding by Laura Busche | Hello My Name Is Awesome by Alexandra Watkins | Digital Bacon by Alex Rodriguez
Relevant advice and tips: 5 Mistakes Entrepreneurs Make With Marketing and Branding
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]]>A Quick Look at 5 of the Latest Books for Entrepreneurs The Entrepreneurs Library presents the latest books for entrepreneurs in December 2014. These books are brand new to theRead More
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]]>The Entrepreneurs Library presents the latest books for entrepreneurs in December 2014. These books are brand new to the market and the authors are in line to give a thorough preview of their books. Stay tuned this month for the release of the interviews with these great books and their authors.
The Pop-Up Paradigm is the definitive guide to the important new role that pop-ups are playing in retail, and the perfect companion when deciding whether or not they make sense for your business. In her new book, Gonzalez explains how companies can use temporary retail to generate customer loyalty, understand new markets, test innovative concepts, and much more.
Whether you’re a business with an online presence considering a move into physical retail, or an established retail brand looking to create some buzz, The Pop-Up Paradigm will teach you:
Learn more about Melissa Gonzelez | Buy The Pop Up Paradigm on Amazon
In Unstoppable Pete Wilkinson shows you how to establish a firm vision and focus for your life, increase our productivity and take action to deliver the results to make you a winner. As a business coach and a successful endurance triathlete, Wilkinson provides a straightforward strategy to becoming super-effective and achieving your goals.
The goal of Unstoppable is to teach you how to lead more effectively, gain more efficient organizational skills, import personal and business relationships, and build an action plan that is centered around your key strengths and weaknesses.
Learn more about Pete Wilkinson | Buy Unstoppable on Amazon
The Seven Sins of Innovation offers a psychology-based model with seven key determinants of success or failure for innovation and entrepreneurial endeavors. Through examples and case studies (including Nortel, 3M, and the MIT Innovation Lab), this book demonstrates how individual and group psychology must be engaged effectively to create entrepreneurial cultures capable of powerful innovation.
The Seven Sins of Innovation provides a guide to applying the model, finding the right external resources, and involving people effectively. Its clear ‘prescriptions’ will help business leaders, managers, and organizations attempting to start, improve, or grow a venture of any kind.
“Dave Richards has very successfully guided many important and complex innovation projects during his professional career. In this book, he conveys a lifetime of important innovation management insights to fellow practitioners.” – Eric von Hippel, Professor of Innovation Management, MIT Sloan School of Management
“I have known Dave Richards over twenty years. I have observed close-hand his outstanding command of the material. Both theoretical material and more importantly the practicalities of innovation. His new book shows the power of his perspective, brilliantly. The Seven Sins of Innovation elevates the thinking on this crucial subject to the highest level. It sets Dave’s book alongside the best writing on this subject anywhere.” – Roger H.D. Lacey, former Chief Strategy Officer, 3M
Learn more about Dave Richards | Buy The Seven Sins of Innovation on Amazon
In his book 6 Months to 6 Figures, Peter Voogd reveals the exact strategies he’s used to go from dead broke to over 6 figures within 6 months in multiple industries. Peter has trained over 4,000 Entrepreneurs and built an 8 million dollar sales organization by age 27. If you’re one of the select few who are serious about success, this book will change the game for you.
The goal of the book is to show you the fastest and most effective ways to maximize your income, get bigger things done in less time, and help you create your ideal lifestyle. It will help you create a quantum change in the results you enjoy in your personal and professional life.
“Do what’s in this book! Peter will stir positive disruption in your entrepreneurial life by challenging you with practical wisdom needed to thrive in the new economy.” – Isaac Tolpin, CEO ChooseGrowth.com, Co-Founder throwingboulders.com
“Peter gives us a blueprint and the tools to solidify your first 6 figure income, and explains in a very tactical and powerful way how to sustain it year after year.” – Jordan Wirsz, CEO SavantInvestments.com, top 40 under 40, nationally recognized Entrepreneur
Learn more about Peter Voogd | Buy 6 Months to 6 Figures on Amazon
In Startupland CEO and Founder of ZenDesk, Mikkel Svane, shares how he and his friends bravely left secure jobs to start something on their own, how he almost went broke several times, how they picked up themselves and their families to travel across the world to California and the unknown, and how the three friends were miraculously still together for Zendesk’s IPO and (still growing) success.
Startupland is indispensable reading for all entrepreneurs who want to make their ideas the next big thing. The book will inspire and empower you to follow your own dream and create your own story. Along the way, Mikkel answers the most pressing questions from the perspective of someone still in the trenches and willing to share the hard truth, warts and all.
“Mikkel Svane’s Startupland is a refreshingly honest and provocative account of his journey building Zendesk, complete with the hard choices, unexpected turns, and sheer terrors involved in running a startup. Svane blends practical advice with deeply personal reflections on the company, the industry, and Silicon Valley as a whole. A must-read for aspiring entrepreneurs.” — Aaron Levie, cofounder and CEO, Box
“Startupland is a refreshingly honest and humble inside look from Mikkel Svane, a Silicon Valley outsider. Startup founders will want to keep it as a reference for whenever things aren’t going according to plan (which is all the time).” — Ben Chestnut, cofounder and CEO, MailChimp
Learn more about Mikkel Svane | Buy Startupland on Amazon
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