Tobacco Dock in London is one of the many event venues that can be found on Popertee Popertee, a platform that connects brands to temporary spaces, has launched Artificial Intelligence tools to facilitate smarter locations for pop-ups or brand marketing campaigns. Popertee’s CEO, Lucinda Kelly The startup, founded in 2016 by CEO Lucinda Kelly, originally began life as an ‘Airbnb-type’ platform for finding spaces in existing properties for brands or small companies who wanted to test the market area or a product. They have recently changed their business model to provide more than just space. The newly developed AI tools produce deeper insights with the aim to remove the guesswork from finding the best location. Lucinda explained: “Our proprietary technology allows brands to locate their desired target audience for their experiential marketing campaigns, empowering marketers to shift spend into experiential media with confidence. For the first time ever, we’re also giving brands the ability to track the audience that engage with that experiential activation at a micro level. We’ve incorporated AI to personalise these recommendations and optimise campaign insights for the brand.” Their new Popscore Discover platform uses telecommunications provider, Telefonica’s, location data to create heat maps of audiences. The space ranking feature considers the age, gender, affluence and interests of brand target audiences before making recommendations. Brands can then book spaces on the website with the ability to measure the success of the campaigns using another tool the startup has developed, Popscore Measure. This tool was designed to evaluate the effectiveness of campaigns by tracking footfall during the time the brand has the space, as well as demographic insights, dwell time, engagement of visitors and provides future campaign learnings for optimisation. The platform uses Machine Learning and predictive technology to optimise and learn and provide even deeper insights as time goes on. Brands can view information such as the busiest time periods, the average age range and the amount of money spent. Click to expand. The image above represents a trial that Popertee recently piloted on Oxford Street in London for an anonymous brand campaign. The analytics show that the campaign attracted more females than males, with the overall age of visitors being 26-35. With more people shopping online and footfall falling, technology is helping to turn retail into an experience. The team behind Popertee believes this form of experiential marketing will help landlords and building owners of retail spaces keep their spaces filled and busy, with information on what people want providing better insights and increased optimisation. These tools are currently available in beta form and in London locations with plans to expand globally. Popertee has recently partnered with Spanish platform, Go-PopUp, to strengthen the internationalisation of the company as Go-PopUp is active in Spain, Italy, Germany and the Netherlands. The company even has expansion to New York in its sights for early next year. In celebration of the launch, Popertee is currently offering a limited amount of free trials of it’s Pro plan – which includes these tools. Click here to register your interest.
Italy start-up Popertee, which organises temporary spaces for brands, has launched Popscore Discover, a set of AI-powered tools to improve its service. The firm started with an Airbnb-style model for finding temporary spaces for brands which wanted to test the market for a new product. The AI tools, in conjunction with Telefonica location data, are intended to make a more efficient match of brand to space and to track footfall during the time a brand has the temporary space, together with demographic insights and visitor engagement. The success of campaigns is then measured with Popertee’s Popscore Measure tool.