Star Stylist Carol Fairclough is the queen of the pop-up and it’s a huge focus in her business. We talked to her about how she leverages the power of the in-person pop-up to bring in customers.
What do you find are the benefits of a pop-up?
“There are many benefits of doing pop ups. It means I am meeting new people every week, rather than relying on the people I already know through socials. This means that I haven’t yet missed a month of POP/UOB. I also get a lot more out of selling this way, personally. I love the interaction with people and being able to encourage them to try a few nails and lash clusters while I am there to help, but the best thing is seeing the faces of people when they try the products, especially people who don’t really bother with make up, maybe feel too old or lack in confidence, but with a little gentle encouragement, decide to try, and then see the instant transformation, even just with one lash cluster! I don’t apply the lashes or nails for them, I sit with them while they do it themselves, no matter how long it takes, this gives them the confidence that they can do it themselves.”
How do you generally book sessions and find hosts?
“I started out by holding regular weekly, pop ups at my house. This gave me the practise I needed and brought along people I already knew, as well as those I only know through FB, but who are local to me. I encouraged them to bring a friend. I still do this at least twice a month now, as it keeps my business fresh. I create a simple display with minimal refreshments, so the potential host can see how easy it would be to have a pop up at their house. I talk a lot about ‘when’ they host a pop up for me, and sprinkle hosting throughout the session, for example, I will say at the beginning, that as we go through the session, I’d like them to think about people in their world who would love to know more about the products, I mention the host rewards and say that some of my clients treat themselves to the LEK at their first pop up, and then by hosting a pop up for me every 3 or 4 months, they will get their next lashes for free, as well as rewards points to spend on anything else. I then talk to everyone about hosting, but I make it personal and if it doesn’t feel right on the night, I will message or voice note them later that night or the next morning to ask. I also got one of my pop ups from attending a local networking group and chatting to lady who said she would love to host. She booked in 2 sessions, 3 weeks apart, for different friends. The sales were well over £700, I got 3 new bookings, 2 new team members and lots of VIP clients!”
How do you take the stress away from the host?
“I make sure the host has as little to worry about as possible. I set up a WhatsApp group and add her in as admin. I send her the words to use to invite her friends, then ask her to add them to the group. Once there are a few on there, I pop on with a voicenote to welcome them and give a brief timeline of what will happen. I start this about 2 weeks before the pop up. Every couple of days I will pop on some info, maybe an application video for nails and lashes, some before and now pics and teasers to keep them interested. Then a week before I add in a video note from me, so they have now seen me and heard my voice, which makes it more personal. I ask the guests so introduce themselves and start the conversation going to find out if they are interested in the nails, lashes or both, to give me an idea. I ask if they have any questions, have they tried nails or lashes before – this all gives me an idea of what my audience might be like and what any potential objections might be. I print out a guide from experience hub for each pop up, write the host name and date on the top, then tick off each of the activities every day on the run up to the pop up, to make sure I don’t forget anything. All of this helps to build a rapport with the guests before I have even met them. It lets me know who is keen, who is nervous, who is a loyal gel/acrylic, lash extension person. I do all of this before the session, to take away the stress from the host, as people can speak to me direct about any questions, it also ensures a great turnout, as they don’t want to have FOMO! I also make sure I add in the SS link to the group before the session, so everyone has it, and mention that if anyone can’t make it, they can still help the host het her freebies, by using the link for their orders, as they will all count.”
How do you follow up?
“I keep the WhatsApp group going after the pop up, as it’s a way of keeping the guests close. I will thank the host and guests the next day, for being so wonderful and joining in. I share the photos I have taken at the pop up to remind the guests how fab they all look with the products on, and generally try to keep the momentum going, incase anyone has gone home and had 2nd thoughts on ordering. I keep the group tight and they generally keep the conversation going for me. I ask everyone to pop on pics when they get their orders and then once they have applied the nails and lashes, I also ask for permission to share. I talk about the chance to win the draw if they leave a review on my website. I ask if they have questions, add in any new products and offer that are launched in the up coming weeks, and then as the group starts to dwindle, I let them know about my VIP group on WhatsApp and add the link if they would like to join and be among the first to hear about new products, nail drops, offers etc. I remind again about opportunities on hosting and joining and see who asks questions and follow up with them privately.”