|Tesla Pop-up Stores
By: Cindy Wendland
Site selection for a business can be time consuming and costly. Other formats allow businesses to try out options without a huge investment. One such option is a food cart. Food carts allow a business owner to be mobile with their business and have low fixed costs. Extend that concept and you have what Tesla is offering in resort cities — pop-up stores to showcase their electric cars.
Greencarreports.com provides more benefits to a temporary location by saying that “So-called popup stores are an increasingly common way for retail brands to get media attention and attract new customers, without the expense of building and staffing a full-time location.” Tesla’s new model caught their attention and ours.
Tesla’s pop-up store is made of two shipping containers, steel beams, and a canvas roof. It can be assembled in a few hours and, when complete, can be moved to its next location. Tesla has been moving their pop-up store around Europe, and in the U.S. it has appeared in Santa Barbara and is heading to the Hamptons. Tesla is targeting affluent vacationers and offering education, interaction, and personal consultation on the benefits of owning an electric car.
This pop-up store is the contemporary version of the traveling road show for the affluent customer. It is cool and exciting and a great way to temporarily set up shop. It is as innovative as the car they are marketing and matches their brand well.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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