What a week! We’ve gone live, had a launch party, did a professional photoshoot, and held a pop up shop for people to touch and feel our product.
We’ve had heaps of people designing on our Evolvex Designer which is really exciting to watch!!
What I am going to do over the next day or two is relax and recharge the batteries. The team did a great job pulling it all together for the launch. We should all be giving ourselves a pat on the back.
Things that went really well:
1. Everyone had an amazing time at our launch party and we had a great turn out! The event was put together by the talented team at Publissimo PR and Events, who handled all the details perfectly. We were very lucky to receive alcohol sponsorship from Taylors Wines, Corona and Smirnoff which made for an especially excellent party.
2. We got great coverage of our pop up shop in the Missy Confidential, Two Thousand and Daily Agenda newsletters, which definitely assisted the traffic at the shop and we think the website too.
3. The product on display was met with a lot of praise which gave us a LOT of hope as it’s one thing to know you’re working with a fantastic product but a completely different thing to have others like it too (speaking of like, please like our page on facebook). The furniture was artistically laid out and styled up which really helped. We will need to put better product descriptions and more prominent prices on the product for the next retail event.
4. We had flyers at the event with our URL and 90% of visitors took a flyer for future reference. We also had people sign up to our mailing list umprompted.
Things to improve on for next time we do a pop up shop
1. Pick a more prominent venue for a pop up store. We picked a really cool space called District01 which was perfect for a party but not so great for a pop up shop. The lights in the space looked cool but were too bright and would have been better to have some natural light on our furniture. The Oxford Street entrance involved going down stairs which wasn’t inviting for street traffc and the Foley Street entrance was not easy to find. We think we may have lost people as our venue was so hidden away.
2. Make a giant colourful sign in front of the venue of the pop up shop - we got more passersby when we increased the signage around the venue pointing to our store. The signs were informative and I think gave better signals to what we were about. That said I think using bring colours to catch the eye would work better next time.
3. Manage our expectations - the purchasing cycle for buying furniture is a lot longer than items like clothing which lend themselves to impulse purchases. Furniture involves consulting a few people (like partners, parents or housemates) and because of the size it is something you think about a lot. A pop up shop is a temporary retail event hence we received a sharp reality check that lots of people will browse and say positive things but the conversions to sales will not be high because consumers do take longer to make their decisons when it comes to furniture.
4. Focus on getting coverage on online newsletters and blogs and don’t spend so much on things like flyers in cafes and pole posters. We should have really just put up good old fashioned black and white posters on poles nearby rather than invest our hard earned marketing dollars into cafe flyers and posters. Our visitors were a mix of walk ins, people who had read about us in the newsletters we got covered in, my friends and family and people on our database.
I learned SO MUCH from this week. It feels like a month. I also managed to get a pro photographer in to take some amazing shots of the furniture we had on display which is great timing because media are starting to ask for them.
And so the rollercoaster ride begins!!