How to Find Match-up Characters for Pop-ups, Exhibitions, and Events All at Once — Space Utilization License

Bringing characters into pop-up stores or exhibition spaces is a very special task that goes beyond simply using images to bringing the characters' worldview to life in reality.

Collaborations that utilize characters in offline spaces, such as creating photo zones or on-site staging, are completely different in nature from online collaborations.

Since it is an experience where customers can see and touch things firsthand on-site, IP holders have no choice but to be much more careful in considering where and how their characters are used.

Therefore, much more specific information is needed compared to other types, ranging from the spatial design and event scale to whether on-site sales are available.

In this post, I will provide a detailed guide on how to write a recruitment post for a match-up of space utilization license types, item by item.

The space utilization license is a collaboration that utilizes characters in offline spaces such as pop-up stores, exhibitions, and festivals.

Typical examples include using characters in photo zones, on-site banners, spatial design, and on-site limited merchandise.

Accordingly, IP holders carefully examine the spatial design methods and the brand's event management experience.

So, it is important to fully include this aspect in the match-up recruitment post.

The first thing IP holders check in a recruitment post is, of course, 'what kind of brand it is.' It is a good idea to include not only a brand introduction but also your capabilities in operating offline events.

If you have previous experience running pop-ups or exhibitions, it is a significant advantage; however, if it is your first time, you need to write a detailed plan for space management and team composition to demonstrate that the character will be safely and properly managed.

It is also helpful to clearly articulate which customers you want to attract through this event and what synergy you expect from the characters.

You need to write as specifically as possible about how you will implement the character in the offline space.

Please carefully describe the type, location, and scale of the event, as well as the elements where the character will be used, such as photo zones or banners.

In particular, if there are limited edition goods to be sold on-site, you must specify the items and quantities.

The price conditions proposed by the IP holder may vary depending on whether merchandise is sold.

The atmosphere of the space and the mood of the character must match well to provide visitors with a sense of immersion.

Rather than simply looking at the character's appearance or popularity, consider the concept of the event and what kind of pictures you want visitors to create with the characters at the photo zone.

The more the character's worldview aligns with the brand space's mood—such as 'everyday life, healing, or fantasy'—the easier it is for the IP holder to determine whether their character fits into the space.

Try proposing value that you can offer to the IP holder in addition to the fixed amount.

Providing high-quality photos or video content from the site serves as an excellent portfolio for the IP holder as well.

In addition, emphasizing the value of exposure by mentioning the scale of the brand's social media channels or the expected number of visitors, and listing thoughtful benefits such as providing on-site merchandise samples or credit attribution, will significantly increase the appeal of the collaboration.

The budget for space usage licenses is set based on the event duration and scale.

Since the price varies depending on the scope of use, please suggest at least an approximate desired amount first.

In addition, you need to set the schedule very generously, taking into account the interior construction period.

Since the actual production order can only be placed after the IP holder's draft work is completed, it is recommended to secure at least 5 to 6 months for the draft work and share the entire timeline step by step.

The space is a precious place where the character's worldview becomes reality.

Simply clearly stating the scope of use and production methods can build significant trust with the IP holder.

Offline events are prone to disruptions in costs and schedules if plans change midway, so please use this guide to write a detailed recruitment post in advance.

A well-prepared piece of writing will be the start of meeting the best partner who will bring your brand's space to life.