Grand Openings can be stressful and hard to plan as they involve a great deal of advertising and planning for months on end. With the stresses of the business itself at stake, the grand opening must come forth with a bang. Businesses look to advertising agencies to help set just the right campaigns to bring forth as much clientele as possible. Their goal is to get the business’ name out to the community as fast as possible and to create a hype so grand that people will quickly flee to the grand opening to see what all the fuss is about.
A grand opening consists of welcoming clients to the very doorstep of the business and to lure them in. Marketing campaigns such as door-to-door advertising further develop this idea as they bring the very notion of business right to people’s very doorstep.
Door hangers as a sense of advertising for grand openings work for a variety of reasons. They can be utilized to announce the business’ very existence. Presence alone can be hard to announce. Door hangers allow a means by which to announce that a business has been created and will be opening in the near future, thus creating an awareness in the community. The goal is to avoid an unannounced grand opening and “To prevent your new franchise location from becoming yet another failed business statistic, it’s important to tackle the grand opening with advance planning, digital ingenuity and local relevance,” (Bowyer 38). Without an announcement, individuals might not ever see or hear of such a business until months later or by hearsay.
Grand Openings also create a great way of announcing sales and what better way to advertise this than on a door hanger. With companies who can customize door hangers size, look, and text- it’s the perfect way to get a buzz going about the business that is about to open. Promoting a sale could be a great way of putting the customer first. Do just that by putting;
“The individual needs and wants of your local customers at the center of your offer- wherever they might see your business, whatever devices and channels they research and buy, and even the types of content and ads that are most likely to influence them to come in-store to browse and, if you’re planning this right, buy items repeatedly (Bowyer 38).”
It is important to note that allowing the customer to be the center of a marketing campaign can prove to be a highly effective marketing strategy. In addition, when joined together with door-to-door marketing, the door hanger’s design could be crucial to the suspense and element of surprise it adds to the grand opening itself. Make sure to “write, design, promote and optimize your content with the mindset that your customers’ local needs always come first,” (Bowyer 38). Individuals always want to feel that their needs are being taken care of and always want to be amidst anything new and trending. A fresh perspective and new business adds an element of excitement.
While sales are a great way to announce the grand opening, coupons are another great way to advertise the new business as well. This can also be easily incorporated on the very same Grand Opening door hanger announcement. One must stop to question, “Is the offer of 20-percent-off the first visit strong enough to convince them to head over to your store on grand opening day?” (Bowyer 38). If that percentage is not good enough, the marketing campaign or even future planning needs to be thought out further. Through these coupons and discounts one might question, “could you convince them to return for a second, third or even a fourth visit with the promise of a discount? These are just a few questions you should ask to make that offer compelling and irresistible enough to consider buying from your store over and over again,” (Bowyer 38). Coupons give future clientele a reason to believe they will be getting a good deal that they simply cannot miss out on. Adding the element of the “Grand Opening Event Sale” only further increases this idea that these deals might be a one-time deal. Thus, coupons and sales announced in these advertisements can be a creative way of generating greater revenue and a higher response rate.
Giveaways are another great marketing tool at these Grand Opening events. These giveaways can also be announced directly on the door hangers themselves. People love to get anything that is free. Announce a raffle giveaway to create an element of excitement. This will get people wanting to step foot into the business for the simple fact that they might just have a chance of winning a prize.
Giveaways work but what better way to welcome someone to your business or make someone feel at home than to offer them food? Just as one might find a friend at their doorstep and welcome them in for lunch or dinner, free food works as a great way of bringing in clients. Yet, another element to add to the marketing campaign.
When running Grand Opening campaigns it is important to note that marketing companies must track all data. In order to better understand the target audience, marketers must first gather this information from business owners so as to create a successful campaign. In addition, all data in terms of where the door hangers were sent and the response rates, must be closely analyzed, as these will help in future advertising campaigns. Grand Openings create a means by which to create new clientele but in order to keep those clients and expand clientele, the data gathered from these campaigns must be kept so as to further appeal to these clients in future ads.
Grand Openings should be just that- Grand! With these marketing techniques and a few new door-to-door ideas, your new business should open with a bang! Know your market, create offers people won’t be able to deny, bring them right to their door step with a door hanger campaign that will leave them coming back and forth from their door step to yours, time and time again.
Bowyer, Tracey. “Four Steps To Nail Your Grand Opening Marketing
Strategy.” Franchising World (2015): 38-39. Business Source Premier. Web. 28 Sept. 2015.
Living in a world of media overload, Front-Door Marketing campaigns can generate impressive results.
The Direct Mail Association (DMA) 2013 Factbook reports that 65% of consumers have made a purchase as a result of direct mail. Moreover, Direct Mail News announced that the average response rate for direct mail was 4.4% for both business-to-business and consumer mailings – quite a bit higher than industry expectations and significantly greater than its electronic mail counterpart at just 0.12%.
In addition to these impressive results, a more compelling fact to consider is that unlike solo direct mail or other direct response media, front-door marketing represents a uniquely visible channel with influential impact for message placement – free of the clutter that appears in the mailbox.
Power Direct is the leader in Direct-to-Door Marketing and proud to have helped leading national and regional brands achieve their goals. Front Door Marketing can be executed in any market across the country, at CPM’s less than solo direct mail, and with better response rates than newspaper, magazines, and shared mail.
Are you using the best medium to meet your objectives? Broaden your reach beyond broadcast, email and the mailbox with a targeted front-door marketing campaign.
For retailers and brands, front-door marketing can be quickly executed and a complement to holiday marketing campaigns.
The NRF estimates that 2011 holiday retail sales will grown 2.8% during November and December, totaling nearly $465.6 billion. With several key holidays (like Thanksgiving, Black Friday, and Christmas) just around the corner, is your advertising or marketing campaign garnering you a good share of consumers’ spending dollars?
Consider giving your campaigns a boost with front-door marketing. With a speed-to-market of only 14 days from receipt of approved art work, front-door marketing is the perfect complement for retailers and marketers who need to get a message into a market quickly to:
- Increase store traffic
- Promote specific brands or products
- Boost slumping markets
Learn more about front-door marketing’s unique speed-to-market here and share with us how you boost your holiday retail sales.
Mass retailers like Kohl’s, Macy’s and Target are looking to move summer merchandise fast to make way for their fall offerings. In addition to slashing prices, retailers across the country are attracting customers out of the heat and into their cool, air-conditioned stores with front-door marketing. So what are your customers waiting for? Help them decide that it’s time to pick up that super cute bathing suit they wanted back in April, not only at a sale price but perhaps at an even deeper discount in the form of an attention-grabbing coupon right on their doorknob.
With a high-value retail offer waiting at the front door, brands have the opportunity to get the attention of parents who are busy juggling summer activities and priorities. And while more families are taking ‘staycations’ to save on gas and lodging, that doesn’t necessarily mean they aren’t trying to beat the heat in the latest summer fashions and accessories. With a big need for shorts and tank tops but little room for big splurge, consumers are looking to brands that appreciate and respect their position. Retailers must in turn attract consumer dollars more creatively and at every strategic opportunity.
Front-door marketing can be executed quickly and easily to drive response with a compelling offer that gets consumers to act. With a start to finish timeframe of as little as two weeks, retailers can have their branded message delivered to the front door of some of their best and most promising customers.
What are you doing to get shoppers into your store during the lazy days of summer?
Black Friday Encourages Retailers to Keep Those Deals Coming
Disappointing retail results for the past several holiday seasons have led to sales and specials that go well beyond the hype that is ‘Black Friday.’ The lines have definitely been blurred with prices slashed throughout the months leading up to Christmas. This aggressive effort seems to be paying off this year with retail traffic up significantly.
In fact, recent survey results from the National Retail Federation show that 212 million shoppers visited stores and websites over the four day-long Black Friday weekend, up from 195 million last year. In addition, people spent more, with the average shopper shelling out $365.34, up from last year’s $343.31. And total weekend spending reached an estimated $45.0 billion. These figures don’t even take into account the 37.2 percent of Americans who planned to begin holiday shopping before Halloween.
To get the attention of today’s consumer, retailers are taking advantage of the myriad channels available to them. Print, online, television, direct mail – ads are coming at us from every direction. It’s all good but it can get confusing and many times it’s in one ear, out the other. One under-utilized marketing channel is rising above the noise though, demonstrating significant success for major brands across the country. These retailers have committed to reaching the right customers with ‘too good to miss’ offers delivered right to the front door.
The front door is an ideal meeting place – uncluttered, highly visible and primed for action. And today’s front door marketing brings value to a precisely defined audience, with measurable results enabled by technology-based processes. Certainly, the right message combined with a compelling offer receives more consideration in the comfort of the home where consumers are relaxed, more responsive and making their shopping plans. It’s a channel that’s working for major retailers around the country. Are you doing all you can to reach your customers to drive holiday traffic with special discounts meant just for them?
Over the past several holiday seasons retailers may have rung in less-than impressive sales but this year they are determined to turn things around. In fact, the National Retail Federation projects that 138 million shoppers are expected to hit stores Black Friday weekend, representing an increase over 2009 estimates. Further, retailers are making the most of this as a ‘shopping event,’ asking themselves why just a single day of Black Friday deals, when a full season of ‘Black November’ offers may be just what this economy needs…
With most consumers still feeling the crunch of the recent economic downturn, many of us really are eager for a bargain, or two, or many, many more. People are using credit less, paying cash and looking for discounts wherever possible; many retailers are smart to up the ante with earlier sales and many more deals that are expected to extend right up to Christmas day. This elongated shopping cycle gives consumers the means to make responsible purchases, with the added bonus of boosting retail profits for Q4.
Some marketers have initially reasoned that this could dilute the power of the day itself; others see it an opportunity to capitalize on shoppers’ ability to making decisions, shopping lists and even purchases in a much more relaxed, comfortable atmosphere than a single frantic Friday or long pre-holiday weekend. NRF stats from last year prove that 40 percent of shoppers started holiday shopping before Halloween, much less November. The trick for retailers is to capture a shopper’s attention early in their holiday gift planning phase, and capitalize on their extended decision-making process.
Front door marketing strategies are uniquely applicable in this environment, delivering a highly targeted brand offer in the uncluttered, private environment of the front door. Brands are reaching their best customers early on the path to purchase and making the most of their ability to evaluate and respond to competitive brand offers. Offers made here are typically very high-value, with brands recognizing this as a requirement to be invited into a consumer’s home.
If Black Friday is now Black November, don’t you want your best – and perhaps most elusive – customers to have the chance to see, touch and share your offer around the house before the big shopping day arrives?