Digiday+ Research: How food and beverage startups are leveraging pop-ups for product marketing

Pop-up shops have become a vital marketing strategy for brands, creating unique customer experiences and generating word-of-mouth excitement through limited-time availability.

Michael Brown emphasized that pop-ups are crucial for online businesses wanting to reach new audiences, saying, 'You can only get discovered in that one medium.'

Analysis of consumer packaged goods startups revealed a trend where 17 out of 21 brands hosted pop-up events last year, indicating their effectiveness.

While some pop-up business models have struggled, like Showfields, which shut down due to losses, many brands continue to invest in this strategy.

Read at Digiday