What is it?
A grand opening is a focused marketing campaign to build brand awareness and launch your service or product in your market.
Your grand opening is not just a day. It is a series of multiple touchpoints serving up the opportunity to connect with future customers.
Why is it important?
It allows you to build brand awareness and introduce your products and services to fresh prospects who will eventually become loyal customers.
How do I start?
Consider your grand opening in three distinct phases, all offering multiple brand experiences and opportunities to connect with potential customers:
- pre-grand opening
- opening day
- post-grand opening
On the following pages you’ll find a sample timeline and recommended best practices for the three grand opening phases.
Three-Phase Timeline
Grand Opening Campaign Timeline
A grand opening (GO) is not one day, or one moment. It is several moments that offer an opportunity for customers to interact with your brand. Consider a six- to eight-month timeline that includes three phases:
- pre-grand opening
- opening day
- post-grand opening
Helpful Hint
The same strategy you see here can also be used for a Grand Reopening of your business.
6 MONTHS
- Set GO budget, plan strategy and tactics
- Determine paid media strategy and possibly make media buys
3 MONTHS
- Plan direct mail messaging, design, and distribution
- Order giveaways for the GO event
- Plan influencer event
6-4 WEEKS
- Distribute direct mail
- Start social media campaign
- Execute paid media campaign
- Execute cross-promotion
- Pitch media
- Distribute event listings
1 WEEK
- Host influencer sneak preview
- Social media outreach
- Plan GO event details Programmatic
GO EVENT
- Secure live Instagram stories and social posts
- Secure customer emails
- Take photos and video for social content
POST EVENT
- Offer promotion
- Host in-store events
- Plan a paid advertising strategy
- Grow influencer relationships
- Engage Nextdoor and other community networks
