This guest blog is written by
Chloe Reschke-Maguire, Director – The Pop-Up Co.

At a glance, a VIP launch is a perfectly sound idea. You invite a bunch of people over, toast to your success, and ask guests to #socialmedia so their FOMO friends rush out and buy what you’re selling. Unfortunately, you aren’t the only one inviting “pro bloggers” over for a cheese plate and champagne, darling. VIP launches are now as common an occurrence as the opening of a door. Sometimes the only measurable outcomes are headaches and leftover hashtags on Instagram the next morning. All pop, no fizz.

In 2014/2015 the ABS reported that 21,000 new ABN’s were registered in Australia. That’s an average of 55 new businesses launching every day. It is no longer a phenomenon to launch a business in a competitive global marketplace. So how do you remain top of mind and attract new customers? 

It’s important not to put all your champagne bottles in the one ice bucket — develop a 12 month calendar of events and invite your customers to regularly interact with your product or service. Unique and engaging events will build rapport and maintain brand visibility with your customers.

Here are four event ideas to put in your calendar that will trump the outcomes of a VIP launch every time:


Interrupt the daily grind and slow customers down with an interactive workshop in store or offsite. Position yourself as a specialist and build appreciation for your product or service by teaching others how to do what you do. 

Adelaide retail cafe, Brick + Mortar Creative, connects customers with exhibiting artists through workshops and events. This month they have illustrator, Doris Chang, hosting a watercolour and calligraphy workshop in store.

Collaborate and innovate

As mentioned in my first post “Collaborating on cool: partnerships that create event success”, collaborating with brands on events will introduce you to new customers.

Check out Flow Athletic’s After Dark Silent Disco Yoga in Sydney this July. This event re-energises existing customers of Flow Athletic and attracts new clients looking for a unique experience. 

Festival or Market Stalls

Bring your product to the people and take your business on the road with a festival or market stall. Go beyond the trestle table set up and design your stall as if it were a mini-event. Design opportunities for interaction and tell your product’s story with signage, demonstrations, competitions or activities.

Behind The Scenes Tours 

Reward customer loyalty with a secret squirrel behind the scenes tour of your business. Sensory Lab in Melbourne host free roastery tours to “demystify the roasting process” for loyal customers. Events like this are a powerful opportunity to turn loyal customers into brand advocates.

Ready to host your first event? Get started here.

Chloe_Reschke-Maguire The Pop-Up Co Adelaide

Chloe is the Director of Adelaide’s The Pop-Up Co. and has spent more than 12 years in marketing and events, working with the startup, small business and nonprofit sector. You can find her creating memorable, immersive events and pop-up activations for brands and businesses across Adelaide at