Retail Pop-Up Stand in Office Lobbies - Who to Contact??

[mSure]

I have a retail startup and I want to set up a stand for a day or two in an office lobby to sell my products.

I applied for spaces on The Storefront (it's a website, can't post the link) but it's taking a while to get a response so I figured I should try reaching out directly to the right people. Thing is, I don't know...
1) whether I should contact the property managers of that building or the company renting it
2) the professional title of the people handling these kind of enquiries (facilities manager, property administrator, etc.)
3) the best way to contact these people (email, LinkedIn, phone)

Any advice?

 

[Mr D]

Try going to the door, asking security / reception and asking for an appointment.
Probably answer will be no from the right person but at least you will know.

Any particular reason choosing office lobby? Would have thought lots more places get lots more regular footfall and used to pop up shops in walkway space.

 

[mSure]

Try going to the door, asking security / reception and asking for an appointment.
Probably answer will be no from the right person but at least you will know.

Any particular reason choosing office lobby? Would have thought lots more places get lots more regular footfall and used to pop up shops in walkway space.

Thanks, will give it a shot!

Pop-up shops in areas with good footfall are super expensive. I also have a more unique concept so it's hard to get people through the door, and incredibly difficult to draw people in using online channels.

With office lobbies, set-up costs are very low and you get access to an amazing captive market of individuals who have propensity to spend and are willing to take 30 minutes of their (lunch) time to look at new products.

 

[Mr D]

Thanks, will give it a shot!

Pop-up shops in areas with good footfall are super expensive. I also have a more unique concept so it's hard to get people through the door, and incredibly difficult to draw people in using online channels.

With office lobbies, set-up costs are very low and you get access to an amazing captive market of individuals who have propensity to spend and are willing to take 30 minutes of their (lunch) time to look at new products.

Offices may well not want commercial interests in their lobbies, it spoils the look.
Can be done - but expect a lot of 'no' responses.

A more unique concept merely means spending a lot more time and money on marketing. Unique items tend to require a lot more marketing as the public does not know the product.

 

[mSure]

Offices may well not want commercial interests in their lobbies, it spoils the look.
Can be done - but expect a lot of 'no' responses.

A more unique concept merely means spending a lot more time and money on marketing. Unique items tend to require a lot more marketing as the public does not know the product.

Oh, I'm more optimistic about office lobbies because I see one pop-up in my employer's office almost every week. But I find the products there incredibly boring and commoditized

 

[mattk]

I used to work for a large financial services company. Every few weeks the "doughnut lady" would come in and sell her wares for about £4 each. We worked out that she sold about 800 doughnuts in three hours. She was probably the highest earning per hour person in the building.

My advice would be to make a list of the largest employers in your local area. If you're selling food/drink you will likely have to approach whoever does the catering. If it is something else you will likely need to approach the Facilities Manager, who you can find via LinkedIn or from an insider.

Most large companies also have some kind of employee discount scheme with local companies and allow those companies to sell their products/services at regular intervals.

 

[DontAsk]

Also consider whether you need power, internet, mobile coverage, etc., for a payment terminal. Can they be provided?

Will the stand be secure when you need a "comfort" break?

 

[mSure]

I used to work for a large financial services company. Every few weeks the "doughnut lady" would come in and sell her wares for about £4 each. We worked out that she sold about 800 doughnuts in three hours. She was probably the highest earning per hour person in the building.

My advice would be to make a list of the largest employers in your local area. If you're selling food/drink you will likely have to approach whoever does the catering. If it is something else you will likely need to approach the Facilities Manager, who you can find via LinkedIn or from an insider.

Most large companies also have some kind of employee discount scheme with local companies and allow those companies to sell their products/services at regular intervals.

Yes, that's my line of thought, after having worked in finance as well! I'm doing fashion, consumer goods and electronics. Started sending LinkedIn invites to anyone that sounds like a Facilities Manager but no responses so far. Haven't thought about the discount scheme, I'll give that a shot!

 

[mSure]

Also consider whether you need power, internet, mobile coverage, etc., for a payment terminal. Can they be provided?

Will the stand be secure when you need a "comfort" break?

Internet, mobile, payment and security won't be a problem. Power probably not available but it's a small problem.

 

[mattk]

Yes, that's my line of thought, after having worked in finance as well! I'm doing fashion, consumer goods and electronics. Started sending LinkedIn invites to anyone that sounds like a Facilities Manager but no responses so far. Haven't thought about the discount scheme, I'll give that a shot!

You can't beat an insider. You must know someone who works at each of your local large employers?

 

[mSure]

You can't beat an insider. You must know someone who works at each of your local large employers?

Yep, already speaking to them

 

[ethical PR]

Thanks, will give it a shot!

Pop-up shops in areas with good footfall are super expensive. I also have a more unique concept so it's hard to get people through the door, and incredibly difficult to draw people in using online channels.

With office lobbies, set-up costs are very low and you get access to an amazing captive market of individuals who have propensity to spend and are willing to take 30 minutes of their (lunch) time to look at new products.

How do you know people in offices will take 30 minutes out of their lunch time to look at your products?

Most people I know spend their lunch doing errands, buying lunch, socialising or have lunch at their desk.

Who have you identified as the target market for your product and why do you feel it would be difficult to reach them online?

 

[mSure]

How do you know people in offices will take 30 minutes out of their lunch time to look at your products?

Most people I know spend their lunch doing errands, buying lunch, socialising or have lunch at their desk.

Who have you identified as the target market for your product and why do you feel it would be difficult to reach them online?

I don't know, but I believe in trying things out rather than only seeing drawbacks and not doing anything.

 

[ethical PR]

I don't know, but I believe in trying things out rather than only seeing drawbacks and not doing anything.

Pointing out that the channel you have chosen might not be the most effective way to reach your target market is providing you with practical advice, based on many years PR and marketing experience.

Why would you invest resources, your time and budget in 'trying something out' when there may be much better ways to reach your target market.

If you don't know who your target market is, then that should be your starting point.

 

[mSure]

Pointing out that the channel you have chosen might not be the most effective way to reach your target market is providing you with practical advice, based on many years PR and marketing experience.

Why would you invest resources, your time and budget in 'trying something out' when there may be much better ways to reach your target market.

If you don't know who your target market is, then that should be your starting point.

Practical advice is when you offer a better alternative with evidence supporting it, not simply discouraging from taking the chosen action because it *might* not be the most effective way.

You make it sound like it's very hard to try this out, when in fact a pop-up table will probably cost me £50, a day at the stand, and a few hours of searching (already fruitful as I'm close to agreeing on the first pop-up).

And I have a few ideas about who the target market is, but unless I put the product in front of those markets it'll just remain theories.

 

[ethical PR]

How can anyone offer an alternative and provide evidence to support it when you haven't said who your target market is?

I could say take over the London Eye and have beauticians doing Instagram worthy makeovers to promote a new make up range to BC1 25-35 year old women professionals in the south-east but that would be pretty pointless if your target market was 18-25 rugby players in Scotland and you are selling a premium larger.

It's easy to come up with creative ideas but not knowing your budget, product, location or target market that would be wasting both my time and yours.

It's a shame rather than taking on board useful feedback you are not open to listening to advice.