Latest news with #SabineLeveiller
Forbes
31-07-2025
- Business
- Forbes
The Power Of Pop-Ups: Why Small Businesses Should Set Up Shop
Sabine Leveiller is the Marketing Vice President, of Europe at VistaPrint. She has over 20 years of experience in marketing strategy. The small-business landscape has been tough in recent years, and many are looking for ways to take the next step and grow their businesses. Pop-ups, whether at local festivals, weekend markets or seasonal shopping activations, have become a vital tool for growth, experimentation and driving brand awareness. For small businesses, they offer an unmatched opportunity to test ideas, showcase personality and build meaningful relationships, all without the commitment or cost of a permanent retail space. With over £2 billion expected to be generated by pop-ups in the U.K. economy, and even governments getting in on the action, it's clear we're witnessing more than a trend—we're seeing a shift in how small businesses engage with the public. The stage is set for entrepreneurs to step into the spotlight and make direct, personal connections with customers in ways that digital platforms can't replicate. Pop-ups have often led to bigger things for brands. For example, in 2020, Glossier's pop-up shop in Covent Garden, London, was so popular, they extended the lease, and the company has since installed pop-ups in Paris and U.S. locations. This doesn't just have to be a brand taking an expensive retail space; this could be in the form of securing a regular spot at a market or taking on a bigger stand. Taking the leap is the first step. Real-World Impact And First-Person Sensory Experiences We live in a hyper-digital world. Online marketing, e-commerce and social media are vital channels, but they can't replace the power of face-to-face interaction. Meeting your customers in person, allowing them to experience your product or service firsthand and engaging in real conversation creates trust and memorability that no screen can match. There's a reason people remember the little handmade soap brand they discovered at a street fair or the food truck with the best conversation alongside the best coffee. It's the experience. Pop-ups allow small businesses to not only tell their story but to become a part of someone else's. The Value In Showing Up The beauty of a pop-up lies in its flexibility. It's a space to experiment, try out a new product line or learn what resonates and gather direct feedback in real time. It's also a chance to test new audiences, perhaps in a different neighborhood, town or context. But with opportunity comes the need for preparation. How a business presents itself can make all the difference. A well-thought-out setup that includes clear signage, cohesive branding and simple but striking displays can help companies stand out in busy environments. Even something as traditional as a business card still has its place. In the flurry of conversations and interactions, a tangible takeaway offers a simple, lasting reminder of who you are, how to shop and how to stay in touch. With recent advancements in technology, there are also more and more ways to convert those in-person conversations to help build your online community. For example, QR codes are a great way of moving those conversations online and growing your following and customer base. A New Avenue Of Opportunity With a renewed appetite for local events, discovery and real-world experiences, consumers are actively seeking out unique businesses they can connect with. With shopping malls struggling and more pop-up locations becoming available through government schemes, customers are more engaged than ever to connect with small businesses and try out new things. During my career at VistaPrint, I've seen countless businesses, some just starting, find their feet and grow their following simply by showing up. Pop-ups don't just bring in revenue—they build identity, customer confidence and connections. As someone who works with small-business owners daily, I know how much effort goes into preparing for these moments. From product displays to printed materials, every detail counts. If you're on the fence about participating in a market or hosting your own event, take this as encouragement: Do it. The connections you build may well shape the future of your business. After all, when small businesses step into the real world, big things happen. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
25-06-2025
- Business
- Forbes
Nurturing Work-Life Balance And Supporting Staff In Doing The Same
Sabine Leveiller is the Marketing Vice President, of Europe at VistaPrint. She has over 20 years of experience in marketing strategy. getty 'Do what you love, and you'll never work a day in your life.' Try saying that to anyone running a business and a family—both things they love—yet still ending most days exhausted. If that's you, and you secretly roll your eyes at such simplistic motivational quotes, you're not alone. According to a 2023 Simply Business study, 56% of surveyed small-business owners in the U.K. had experienced burnout at some point in the previous year, and 80% of them had suffered from poor mental health since starting their business. Loving your work doesn't make you immune to the consequences of overwork. Unless you're among the 1% to 3% of the population thriving on five to six hours of sleep, overdoing it can lead to serious health risks, including depression, heart disease and diabetes, according to Harvard Business Review . The solution is to consciously prioritize work-life balance. As a small-business owner and a parent, how do you do it all—sustainably? Be Strategic About It Treat work-life balance as a business objective in its own right and work it into your growth plan. That'll ensure that any decisions you make are aligned with what's important to you. Even if things don't feel very balanced right now, you'll know you're actively working toward it. Work Out Proper Pricing Many small-business owners fall into the trap of underselling their products or services, often thinking that's how they'll gain an edge over the competition. Once you're charging too little, though, you quickly end up working too much. Know Your Nonnegotiables Whether it's putting your kids to bed or keeping Sundays email-free, identify what you won't compromise on. Write it down and share it with those who will keep you accountable. Define What's Considered An Emergency Similarly, it's important to know what a true emergency is to you—an all-hands-on-deck situation where you'll do whatever it takes because that's what an emergency calls for. However, true emergencies are (thankfully) rare, so if you're striving for work-life balance, make sure you don't inadvertently get caught up in what only seems like one. We live in a world plagued with distractions (email, messaging apps and social media, to name a few), and we don't even notice how detrimental they are to our productivity and our mental health. We glorify multitasking, even though our brains aren't actually capable of performing multiple cognitive tasks at once. If you want to get more done more quickly, try doing less. Limit Distractions Batch similar tasks and block time in your calendar to focus on them one at a time. It's advisable to have a separate work phone that you can put away during downtime. You can also add your working hours in your email signature, your social media bio and your WhatsApp status update to manage customer expectations around your availability. Learn To Prioritize Being busy isn't the same as being productive. Use tools like the Eisenhower Matrix to figure out what really needs your attention. Automate And Build Systems If you find yourself doing the same thing over and over again, you can probably automate it—think email templates to answer the most common customer questions, for example. Similarly, observe any operational patterns in your business and work them into a system that both you and your staff are familiar with. Streamlined processes are always more efficient. Delegate Let go of tasks you're not good at, don't enjoy or which drain your time. Delegation isn't limited to staff; outsourcing design (such as logos or materials), admin or marketing on a case-by-case basis is perfectly valid. Proactively Seek Rest When there's lots to do, 'doing nothing' might feel like a terrible idea, but consider it an investment in your well-being—and your business. Taking regular breaks can replenish our energy and improve our decision making, making us more productive and more creative. According to Dr. Sherry Walling, a clinical psychologist and mental health advocate, burnout results from overactivating the same neural pathways over and over again. The next time you feel stuck, instead of doubling down on effort, try stepping away instead. Engaging in activities that stimulate different aspects of your brain might just be what you need. How To Encourage Your Staff To Prioritize Work-Life Balance A January 2025 Randstad study found that work-life balance had surpassed pay among survey respondents as the main motivator to look for or stay at a job. According to a Qualtrics report, 63% of surveyed employees said they were more willing to go the extra mile when they had a good work-life balance. How can you help your own staff members work toward a more harmonious relationship between work and life at home? Being Flexible And Creating An Atmosphere Of Trust Start by focusing on productivity rather than hours worked (whenever the nature of the business allows for it, of course). If the job gets done, does it matter if your employee left early to pick up their kid from school? It does, actually—they'll be happier and healthier, and they'll repay the trust with their loyalty and dedication. Asking For Feedback And Reviewing Workloads Regularly check in with your employees to openly discuss their workload and their general satisfaction at work. You can consider anonymous questionnaires in addition to one-on-one meetings to give everyone the chance to openly share their thoughts. Leading By Example If you're a parent, you know the importance of modeling the behavior you'd like to see in others. If you want to encourage your employees to look after their well-being, let them see you do the same. Setting and respecting your own boundaries will create a safe space where they'll feel encouraged to do the same. Conclusion Not all staff members and small businesses have the same needs. Juggling work, family and everything in between rarely reflects reality. Passion doesn't prevent burnout; set boundaries, limit distractions and embrace rest. Create a working environment where people aren't afraid to speak up when they may be experiencing issues or challenges at work. Embracing flexibility is critical to getting the best out of your team and giving your business the best opportunity to thrive. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
