PLANNING THE PERFECT POP-UP (CONTINUED)
Success lies with marketing
For many pop-up events, success begins and ends with how well a company can market themselves and the event. Leverage social media and digital marketing to create buzz and anticipation. Use platforms like Instagram, Facebook, and Twitter to share teaser content, behind-the-scenes glimpses, and event details. Partner with local influencers, bloggers, and media outlets to amplify your reach. Utilize email marketing to engage with your existing customer base and encourage word-of-mouth promotion. “But you can’t just throw up a post and expect it to influence ticket sales,” says Abramovitch. “You need to understand your demographics and figure out what’s going to draw them in. From there, remember that once is never enough when it comes to marketing an event—generate endless content in all formats—images, video, text—and then get the word out.” For example, Sarasin relies on the 5, 3, 1 Marketing Principal when promoting his Farmer’s Dinner pop- up: • 5 weeks from the event, launch! • 3 weeks out, remind everyone on all platforms • 1 week out, set reminders and email logistics info If you’re thinking about offering pop-up events, consider branding them separately from your catering company, helping your marketing to stand out. “People don’t want to go to catering events, they want to go to chef events,” says Abramovitch. As the culinary landscape continues to evolve, embracing the pop-up phenomenon can propel your catering business to new heights. “Pop-up events are a fantastic way to push the boundaries of traditional catering and offer something truly unique to guests,” says Sanchez. “They provide an excellent platform for caterers to experiment, innovate, and connect with their audience in new and exciting ways. By embracing creativity, paying attention to detail, and staying adaptable, caterers can create memorable experiences that leave a lasting impression. Not to mention, they can create stronger bonds with your clientele and even build or strengthen your client base.” * LUX Catering & Events and Bold Catering & Design are proud members of the Leading Caterers of America, a consortium of the top catering and event planners throughout the United States and Canada.
The free, all-ages indoor winter pop-up, Getaway at the Greenhouse, returned this past February at the Fairmount Park Horticulture Center. Hosted by Philadelphia Parks and Recreation in partnership with Constellation Culinary Group, the event featured an obstacle course for the kiddos through a Child's Play Challenge and food and beverage by Constellation. Photo courtesy Constellation Culinary Group
Since 2012, The Farmers Dinner led by Chef Keith Sarasin (right) has hosted over 87 farm-to-table events across New England and fed more than 17,000 customers raising over $125,000 for local farms. Photo courtesy Matthew Lomanno
Primal Alchemy (shown, Dana Buchanan, left and Paul Buchanan, right) frequently holds pop-ups at farmers markets and other outdoor spaces. Photo courtesy Primal Alchemy
FALL 2024 ■ CATERSOURCE
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