Last week I attended a session at our tradeshow geared toward specialty leasing managers. However, one of the speaker's comments really ignited my creative juices and I thought the principle could easily be transferred  to our segment of the retail industry.  

He mentioned that there is a lot of talk among marketers about creating hype for projects they are working on. He described "hype" as promoting something with intense publicity. During the session, I was reminded of a newer concept in retail that emerged several years ago, called "pop up stores."

The concept behind these short-term stores is to create excitement and urgency for consumers to check them out, since they'll only be around for a few days or weeks. Major brand names such as XM Satellite, eBay and Song (an airline) have used this innovative strategy.

How can you create hype in your store? Here are five suggestions:

1. Host a creative promotional event—perhaps sleigh rides at Christmas outside your store and free flowers with purchase the week before Mother's Day.

2. Send out an announcement—send an email blast or postcard when you're unpacking products from a show that have just arrived in the store.

3. Hold a contest—invite customers to come in and guess how many shells are in a jar for a chance to win a trip to Florida (you can purchase discount tickets from any airline for a very reasonable rate), a store gift certificate or a deluxe gift basket of store products.

4. Do a makeover and unveil the results—Close your store for a few days during a slow time, move everything around, paint a few walls, put paper on the windows so no one can see and invite all your customers in to check out the store re-design. (You could even enter GIFT SHOP's annual makeover contest.)

5. Invite a local radio station to broadcast from your store and give away prizes—this is a good PR opportunity and you might attract some brand new customers!