Page 0087

Page 86 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Get your signs around the store in place as soon

as possible, and make sure there's a big one in

the store window announcing the Grand Opening and

the date. It will probably work to your

benefit now to invest in a high-visibility billboard

for at least 4 weeks preceding and following

your big event. It should feature a

generic message about the store, its location,

and your specialty. Include a teaser in one corner

stating "Coming soon," with the date of the

Grand Opening. On that date the teaser should

change to "Now Open."

TWO WEEKS BEFORE

THE STORE OPENS,

SPEND FOR ANOTHER

TEASER IN YOUR PAPER

OR PAPERS OF CHOICE.

Again announce, "Coming Soon" with a description of the store and what

you'll sell. Raise the readers' expectations;

don't be afraid to brag. Give the when and

where, with your phone number. Repeat the ad

the following week, and launch a heavy print

campaign, at least every other day, for the week

leading up to the event. These ads should promote

the Grand Opening and special sales, and

invite the curious to come in, see the store, and

participate in the festivities. Continue you

Grand Opening advertising for at least a week

after the event, then start rolling back your

schedule, first to 3, then 2 days a week, keeping

your ad in the Sunday paper and your weekday of

choice. Eventually you may want to roll

back to either one of these days as your weekly

newspaper ad. When you want to increase advertising

for special events or your peak selling

season, advertising on both days.� BENEFITS OF MEMBERSHIP

www.nfibenroll.com

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