Pop-Up the Ladder And Own a Bar
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#PopUpTheLadder WiFi - TOTC2014 @TOTC
Your Hosts.. !
Alex Kratena Jamie Jones
& Dean Callan
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Dean CallanMonkey Shoulder Global Brand Ambassador"
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Bartended globally including Milk & Honey London"
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Collects bar knives…"
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@DeanCallan
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Alexino KratenaHead Bartender of The Artesian - World’s Best Bar TWICE"
!‘World’s Best Cocktail menu’(2011) title at Spirited Awards in New Orleans"!Super Cool"!@Alex_Kratena
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Jamie JonesG’Vine GCP Winner 2013"
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Global Bar Consultant & Trainer"
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Looks like a hobbit"
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@CocktailHobbit
So What is a Pop-Up?
Pop-Up anywhere!
But what about Pop-Up Bars?
MICRO CONCEPTS
Pin-Up Pop-Up Lanes, Manchester 2011
Manchester City Center 2 months Lanes £25,000 Sponsorship from Puma Footwear Revenue £120,000
Pin-Up Pop-Up Lanes turns in to Moose Bar
Kahlua Coffee House, Manchester
Intended to originally be for just 1 month. Extended to 2 months due to success. Raised huge brand awareness in North England
What to consider.
✤ What is Popping-Up?
✤ Why is it Popping-Up?
✤ Where is it Popping-Up?
✤ When is it Popping-Up?
✤ How long is it Popping-Up?
✤ Staff Popping-Up?
Location, location, location…
✤ What else is on offer
✤ Footflow
✤ Field of Dreams
My slice of the pie…
The Yacht Club MCR
Open for 8 weeks 2 weeks to build Very popular - £246,000 Lots of press and media No overall sponsor Perfect location
Fair weather Trouble with land owners Tight conditions to work
Getting Brands Involved
A Monkey’s Perspective…
What a brand might look for… !
BRAND VISIBILITY SAMPLING OPPORTUNITIES PR EXPERIENTIAL INFLUENCER PARTNERSHIPS
Diesel Brand Ambassadors Party at Notting Hill Carnival PR & Influencer Partnership
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The Chocolate Trail Consumer Experiential
Monkey shoulder bootcamp:@London cocktail week PR & Sampling
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Monkey Shoulder Treehouse Sampling, Experiential, Trial & Influencer PR
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Artesian on Tour…
MAKE YOUR POP UP POP
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ARTESIAN POP UP SHOP IN POP A UP SEMINAR
TRAVEL !
NETWORKING !
TEAM BUILDING !
LEARNING !
TRAINING !
PARTY !
SEX
PR !
PRESS !
BRAND AWARENESS !
RAISING PROFILE !
WIDER BRAND EXPOSURE !
BRAND RELATIONSHIPS !
COLLABORATION OPPORTUNITIES
TEST NEW MARKETS !
ENGAGE GUEST OFFLINE !
NEW REVENUE STREAM !
MERCHANDISE
CREATE A CONTENT PARTNERSHIP OPPORTUNITIES
SELECT GOOD LOCATION CHECK LOCAL LAW
STAFFING INVENTORY MARKETING
ENGAGE INFLUENCERS
What you need to pop-up
✤ Cash
✤ Sponsorship
✤ USP
✤ Space
✤ Time
#PopUpTheLadder
What else?
✤ Commitment
✤ Marketing
✤ Team
✤ Good builders
✤ Licensing
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Thank you!
✤ @Alex_Kratena"
✤ @DeanCallan"
✤ @CocktailHobbit"
✤ @Totc"
✤ slideshare.com/CocktailHobbit
✤ Huge thank yous to"
✤ Phil Duff"
✤ EuroWineGate"
✤ Tales of the Cocktail"
✤ THE CAPS