• Ad Age, Monday, August 31, 2009 10:33 AM

You've been reading about buzz-generating pop-up stores for a few years now, and it may seem like an inviting time to try the idea now that there's a real estate glut. It seems like a perfect win-win situation for both marketers and landlords.

The Jersey Shore Store, for example, which was open in lower Manhattan from just before Memorial Day through Aug. 9, garnered nearly $1 million in earned media, according to Brushfire Marketing, which worked with the New Jersey Division of Travel and Tourism on the project. It resulted in 46 broadcast segments and 21 print and online placements. On average, 1,000 visitors passed through the doors each week and 500 pieces of collateral were handed out daily.

Before you turn the key on your own storefront, however, Natalie Zmuda elaborates on five areas you should consider: 1. Do your research. 2. Don't scrimp. 3. Get creative. 4. Don't expect a profit. 5. Take a chance.

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