What makes a successful retail activation? Unexpected moments, personal touches

Few things make consumers feel more connected to a brand than an experiential activation. But in the age of pop-ups, it’s not easy to design an activation that stands out. Monica Gomez, the founder and chief executive officer of The Concierge Club, a premium, full-service events and experiential marketing agency, says that “unexpected moments, surprises, and personal touches” are key to creating a lasting impression on consumers. Since launching the company in 2011 — first as

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$1 for the first 30 days. (Auto renews at $20 per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
Retailer’s choice

IR Pro - annual

$199 per year. (Auto renews annually.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now