Morning,
The marketing world is in love with Rhode.
This week they made a big leap with a London-based pop-up.
I mentioned it in the newsletter on Sunday, but I couldn’t help but write more about it.
That’s what we discussed this week: How pop-ups and experiential have changed, what the secret sauce is, and what other brands can learn from this masterclass.
Enjoy!
PS. If you prefer Apple, Spotify, or YouTube you can listen there too.
Here’s the LinkedIn post our chat is based on but we get into a lot more!
Rhode knows how to hack your feed.
They are always a masterclass in marketing.
And this London pop-up is a shining example.
Working in this industry a lot, I can tell you that this pop-up wasn’t cheap.
But the ROI on pop-ups has completely changed.
If you are doing it right.
And rhode skin is doing it right.
✨ Mirrors — This store’s design is great but the mirror room wins for me. People love mirrors. It’s a classic retail thing, and they nailed it.
☕️ The journey — The line wasn’t just down the block, it was around and around and around the block. The wait was part of the experience. This is not Rhode’s first rodeo. They had coffees, pastries, and water that 1) gave content opportunities along the wait, 2) and kept the crowd tame.
🥇 The viral bits — They brought all their recent viral moments from the phone cases to the photo booth. It was like meeting celebrities in person.
📚 The storytelling — Down to the stickers that represent each of the lip gloss colors. They did not skimp—and never do—on the details.
🤑 Quality — Pop-ups give every consumer a chance to make content like an influencer. They invested in this thing. It may only have been a weekend, but the content lives on. And it looks good.
Pop-ups have really made a comeback.
I think we’ll see a shift in long-term retail too.
Are you bullish on pop-ups?
Episode 40 of GOOD THINKING
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My TikTok journey continues. This week, fractionally shorter! Perhaps I’ll have to break these up into the categories for TT. But do you crave a ‘listenable’ version of the letter each week? Is a podcast audio version of this better?
That’s all folx!
-Chris
If you read this and liked it, that little heart is there for that. The algo and I appreciate it.
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