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Page 82 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Determining your marketing needs begins

with an assessment of your budget. You can

only afford what your resources allow. Return

to your business plan and consider the numbers

factored in for your annual marketing

budget and the Grand Opening. Remember:

Opening day should make a big splash, and the

marketing wheels should be turning at least 2

weeks before the event to guarantee a crowd.

Work up a press release about the store opening

and send it to area media. Use this to explain

what the store will sell, its hours of operation,

and when the store officially opens. Describe

anything special you're doing for the Grand

Opening, like free balloons for the kids, giveaways, contests,

and the like. Advise recipients

of the release when the ribbon-cutting ceremonies

will take place and what local dignitaries will

be on hand for the festivities. If it's a

slow news day, the papers will send a photographer out.

Make sure you hire your own photographer

for the occasion just in case they

don't. If you can submit a quality photo of the

ribbon cutting to the paper, with everyone in

the picture identified, odds are in your favor it

will be used. Of course, the better known the

dignitaries in attendance, the better your

chances of getting the picture into the newspaper.

Send invitations at least 2 weeks before the

event, and follow up with a phone call to their

offices.

A Grand Opening tends to promote

itself and always attracts

a share of the curious, to see the

new store and what's being

given away free.�

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