pop-up the ladder and own a bar
DESCRIPTION
Pop-Up the Ladder and Own a Bar By: Jamie Jones, Dean Callan, Alex KratenaTRANSCRIPT
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Pop-Up the Ladder And Own a Bar
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#PopUpTheLadder WiFi - TOTC2014 @TOTC
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Your Hosts.. !
Alex Kratena Jamie Jones
& Dean Callan
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Dean CallanMonkey Shoulder Global Brand Ambassador"
!
Bartended globally including Milk & Honey London"
!
Collects bar knives…"
!
@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"
!
Global Bar Consultant & Trainer"
!
Looks like a hobbit"
!
@CocktailHobbit
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So What is a Pop-Up?
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Pop-Up anywhere!
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But what about Pop-Up Bars?
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MICRO CONCEPTS
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Pin-Up Pop-Up Lanes, Manchester 2011
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Manchester City Center 2 months Lanes £25,000 Sponsorship from Puma Footwear Revenue £120,000
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Pin-Up Pop-Up Lanes turns in to Moose Bar
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Kahlua Coffee House, Manchester
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Intended to originally be for just 1 month. Extended to 2 months due to success. Raised huge brand awareness in North England
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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?
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Location, location, location…
✤ What else is on offer
✤ Footflow
✤ Field of Dreams
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My slice of the pie…
The Yacht Club MCR
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Open for 8 weeks 2 weeks to build Very popular - £246,000 Lots of press and media No overall sponsor Perfect location
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Fair weather Trouble with land owners Tight conditions to work
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Getting Brands Involved
A Monkey’s Perspective…
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What a brand might look for… !
BRAND VISIBILITY SAMPLING OPPORTUNITIES PR EXPERIENTIAL INFLUENCER PARTNERSHIPS
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Diesel Brand Ambassadors Party at Notting Hill Carnival PR & Influencer Partnership
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T
The Chocolate Trail Consumer Experiential
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Monkey shoulder bootcamp:@London cocktail week PR & Sampling
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Monkey Shoulder Treehouse Sampling, Experiential, Trial & Influencer PR
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U
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Artesian on Tour…
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MAKE YOUR POP UP POP
______________ !
ARTESIAN POP UP SHOP IN POP A UP SEMINAR
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TRAVEL !
NETWORKING !
TEAM BUILDING !
LEARNING !
TRAINING !
PARTY !
SEX
PR !
PRESS !
BRAND AWARENESS !
RAISING PROFILE !
WIDER BRAND EXPOSURE !
BRAND RELATIONSHIPS !
COLLABORATION OPPORTUNITIES
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TEST NEW MARKETS !
ENGAGE GUEST OFFLINE !
NEW REVENUE STREAM !
MERCHANDISE
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CREATE A CONTENT PARTNERSHIP OPPORTUNITIES
SELECT GOOD LOCATION CHECK LOCAL LAW
STAFFING INVENTORY MARKETING
ENGAGE INFLUENCERS
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What you need to pop-up
✤ Cash
✤ Sponsorship
✤ USP
✤ Space
✤ Time
#PopUpTheLadder
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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