This is only the 2nd time we have done a "Grand Opening" type of promotion ... so, I've decided to list out a few of our strategies below and maybe you can relate to a few of them. Next week, after the Grand Opening celebration, I'll do a follow up post and let you know how our strategies worked. Keep reading for details ...
- Local newspaper ad and e-news "corner peal": I haven't advertised in our local paper since our last Grand Opening 5.5 years ago (I think it's overpriced, a dying medium, and the sales reps are generally pushy and smug ... just my honest opinion) but I think it's a decent way to advertise for an event. So, we paid for 1 printed ad on Friday of the Grand Opening and 3 days of electronic ads on the local paper's website front page.
- Direct Mailer: I used the USPS site to pinpoint mailing addresses around the new location of our store. Direct mailers are generally really expensive b/c of the postage ... but, the targeting feature allowed me to control some costs and precisely target the customers in that specific area of our town. We haven't done a direct mailer before and I'm really excited to see if there is any direct sales resultant from this. I didn't do a "bring this in for $5 OFF" type of thing on the card to track it ... I'm ok with "feel" (and, overall sales numbers) to gauge results on these kinds of things, even though I am typically a numbers guy.
- Social Media. My big Dee-O-Gee FB push starts tomorrow (Tuesday) and I plan on using the "boost" function on FB to geographically target the promotion of the event to areas around our valley.
- I also sent our Event flyer around to all of the Social Media connections that I have ... local newspapers, publishing companies, neighboring businesses, etc ... and asked them to promote it to their circles of influence.
- In-store giveaways and sales. We are giving away "Free Pet Food for a Year" and I also spent some $ on Dee-O-Gee branded promo items such as Tennis Balls, fire-hyrant shaped dog waste dispensers and measuring cups with a clip for dog food bags. Also, we are marketing the store as 10% OFF the entire store + some additional discounts specific to what individual manufacturers would offer me in reimbursement. And, we are offering the deals at both physical retail locations ... but, you only get the fun branded giveaway items and gain eligibility to win FREE Dog Food at the new Downtown location.
- Email marketing: We have a list of about 2,000 customers that have "opted in" for email campaigns and I have a "blast" scheduled for tomorrow morning (Tuesday)
- My parents are coming over to watch our boys so that my wife and I can be really present for new customers and to support our staff. We are just starting to feel slightly normal and stable again with respect to our schedule (after getting this 2nd location open and having a newborn baby around the house) and we are hoping that will only improve once the big Grand Opening push is in the rear view mirror
- Pretty simple ... giving this event up to God to bless it and prosper it. I feel like we've done our part and we feel as if we are in His will. So, it is His turn to take it and run with it. I say all of that knowing full well that if the event flops then I will be ok with it ... that's one of the many beauties of living a life engaged with following Christ's will ... not a cop-out if things go wrong, but a freedom that comes from knowing that it's not all about me (nor is it all riding on my efforts).