When browsing through a magazine over the weekend, i came across an article on pop-up stores. The idea of this latest trend is to “Appear with little notice, build buzz around a product or brand and then disappear as suddenly as they materialised”. Pop-up stores can be based around anything from art galleries and fashion stores, to restaurants, sales and boutique events,and can be ‘popped’ up anytime, anywhere, in city lanes, old buildings, and even shipping containers.

The article talks about the use of social media as a primary advertising medium for the pop-up stores, and it got me thinking, is this a strategic approach to marketing, or is it missing a large potential market segment?

By relying solely on social media to advertise, owners are focusing entirely on a market made up of social media users. Which leads me to my second question, have we reached a point where such a high percentage of the population are connecting through social media, that those who aren’t are no longer the focus for the marketing dollar?┬áThere is no doubt that in today’s world, social media marketing is a necessity, but does this mean traditional marketing should be scrapped?

As i pondered this question over the weekend, I started to think, maybe the marketers of these pop up stores feel that their entire target market lies within this population of social media users, and therefore attracting others via traditional marketing is a waste of time and money. Part of what makes pop up stores so exciting, is that event details are limited and are released with little notice, which in turn creates hype, generates word of mouth, and gets people intrigued. If marketers chose to advertise the pop up stores through a number of channels, maybe they would be running the risk of losing their exclusivity?

I’ve come to the conclusion that whilst advertising solely through social media might seem new and risky, at the end of the day, marketing is all about attracting the target market for your product, service and brand, in the best way possible.