Why does one business open with a great deal of fanfare and another with very little excitement? Chances are customers will eventually find the business that doesn't have a successful grand opening, or will they? Wouldn't you want to ensure that your grand opening is wildly successful and that lots of new customers visit your business? It can happen if you take the time to put as much effort and thought into the "Grand Opening Plan" as you did into the business plan. Set goals. You should have two primary goals - to increase traffic and to heighten awareness of your new business.
Here are seven tips that your new business can implement to create a successful grand opening:
l. Plan, plan, plan. You cannot expect to open the doors and customers to follow. Choose a date that is good for your business. Do not find out that your potential customers are attending the local fair the same day that you opened, or worse, that your competitor has one-upped you and held a sale that day. Let the media tell the world that you are open for business. Let your neighbours and fellow business owners know that you have arrived. Give them an invitation to your grand opening. Ensure that you have lots of parking that day, perhaps a parking attendant to smooth the way. Do you have a greeter? Will the invitations be mailed out in time? Do you have back-up if the computer goes down? Have you trained your staff? Have you used the caterer before? Will there be name tags for local dignitaries? Are your window displays exciting? Do not overlook any detail. Details count! Attention to detail reflects on your business.
2. No missteps! You only get one chance to impress your customers. Iron out all the missteps and problems before you open the doors. Think about holding your grand opening a few weeks after you have opened the doors for business. Customers are brutally frank and honest and they will NOT return if they are not impressed. If you do not remember anything else, remember this: Your business gets one opportunity only! Wow them!
3. Product and plenty of it! Ensure that your product is delivered and presented well. Do not allow for empty shelves. Ensure that product is steamed, priced and hung and merchandised. Ensure that product has depth and breadth. An empty store does not give a good first impression. (If deliveries are slow, do not, I repeat, do not open yet. Wait until your store is well-stocked before you have a grand opening.) Do you have lots of signage? Remember that signage is a silent salesperson.
4. Is your staff trained and knowledgeable? Allow your employees to have ample opportunity to handle the product and become familiar with your merchandise. Have you trained the staff on the cash register and computer? Are they efficient at handling debit and credit purchases? Are they familiar with the supplier manuals? Do your employees know the store's policies? Can they handle store refunds with ease? Can they handle a complaint with confidence? Do you feel they are your "goodwill ambassadors?"
5. Capture customer information to create a mailing list. Whether you have a computer or a guest registry on the counter, ensure that you are capturing the names and addresses of your customers. Because of privacy laws, ensure that there is a sign that says "Would you like to join our mailing list?" You can also hold a draw for a grand prize or tickets to a concert (make the prize fit the business) and capture names and telephone numbers.
6. Invite the customer to return. Gift cards, loyalty cards, appreciation cards, discount cards, birthday clubs, book clubs, and newsletters – they all work to entice the customer to return. Make it easy for the customer to join, and most importantly, make it fun.
7. Alert the media. Send out press releases. Hang a banner outside your store, ribbons on the lamp posts, flashing signs around town, catchy tunes on the radio, or ads in the paper. Send out postcards – copy an image of your product (with permission, of course) on one side of the card and on the other side, invite the customer to join your celebrations. Do not expect that customers will come unless they know you have opened for business. Just keep in mind that all of your advertising must reflect the image of your business.
A successful grand opening can make a huge impact on your business and not just for the short-term, but for the long-term as well. A successful grand opening can create a buzz in the business community, in the media, and with your customers. A successful grand opening can reward your business with credibility and heighten awareness and, yes indeed, create sales. Don't waste an important opportunity. Plan your grand opening and plan for success.
Copyright 2006
Marilyn Cahill is a newly-retired retailer. Marilyn has owned two children's clothing stores and a home-based gift basket. She is an avid gardener and loves to read and write. Marilyn is passionate about retailing and customer service. |
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