Three markets in. Then I changed the plan.
Hello Vintage runs pop up vintage markets in sports halls across Denmark, where the clothes are sold by weight. 21 markets in four months. The first three gave me the numbers to rebuild the strategy on. Average visitors per market went from 173 to 512.
Images beat video on Meta.
Against the common assumption. And when video did run, the long cuts outperformed the short ones.
The money sits with the 25 to 45 year olds.
The experience scored 4 out of 5 in the surveys. The price scored 3 to 3.5. The younger visitors called it expensive. The older ones did not.
The capital was the weakest market.
Aarhus, Odense and Nykøbing Falster led on interest, visitors and revenue combined. Copenhagen came last, and Nykøbing Falster peaked at 854 guests.
What I left behind
I wrote the job posting, ran the interviews, hired and trained Hello Vintage’s first in-house marketing lead, who took over my tasks as we went. I also advised them to open a webshop with one of one vintage pieces, because the one thing a pop up model cannot do is sell on the days when there is no market.
The best thing I did for Hello Vintage was hiring the person who took over from me.
Delivered
- 21 markets marketed
- Meta and TikTok campaigns
- A separate campaign to recruit volunteers
- Landing pages per event, flyers and material for the hall
- Influencer and ambassador partnerships
- Mailchimp and Google Workspace taken over and handed on
- Recruitment, hiring and training of the in-house marketing lead