Mission Impossible: 7 Ways Your Grand Opening Could Self-Destruct

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Special Agent:MaK Wangsness*

Digital Marketing Manager

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Special Agent:Craig Boyte

Director of Digital Strategy

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1. You Didn’t Devise a Successful Strategy

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Set goals and expectations!

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Decide how you will measure your success.

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Franchise Grand Openings are not just one day – it’s a process!

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2. You Forgot to Do Surveillance & Scout

Your Territory

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Know more than just the basic demographics of the community your business is located in…

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Research the competition around your store.

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Invite influential community members.

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3. You’re Not Using Your Marketing Secret Weapons

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Remember the Basics:• Plan and stick to your budget• Keep consistent messaging with

everything involved in your Grand Opening

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• Includes an actionable timeline of marketing initiatives you can use in your own Grand Opening!

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Get the Infographic Franchise Grand Openings: Your Marketing Secret Weapons

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Marketing Secret Weapons

• Smart Mail & Best Practices: – Do several mail drops • Start with a big awareness push • Get more targeted as your Grand Opening

gets closer

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Marketing Secret Weapons

• Earned Media: – Create publicity– Use social media ads–Write a press release for cost

effective awareness

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Marketing Secret Weapons

• Digital Marketing Channels:– Banner ads

(Can be targeted at a zip code level) – Pandora ads

(Target by age, gender, location & genre)– PPC

(Helps you in online search)

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Marketing Secret Weapons

• Local Broadcast:– A great channel to use if you have the

budget for radio and TV ads

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Marketing Secret Weapons

• In-Store Print & Promotions:– Use signage and flyers so

visitors know and understand what you offer

– Contests and sweepstakes • Creates excitement so visitors to stay longer • Allows you to collect visitor information

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4. Your Plan is Too Rigid

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Be flexible in your franchise Grand Opening Plan.

Every market is different!

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Your Franchise Grand Opening is a “Test & Learn” opportunity for future local marketing!

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5. You’re Not Prepared for Grand Opening Day

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Remember:This is the customers first impression of your store.

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Train your staff!• Products and you offer • How to assist customers

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Make sure on your Grand Opening day you are fully staffed!• Keep wait time to a minimum.• Give customers a great

experience!

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Have refreshments and entertainment for your new customers to enjoy!

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Educate your customers on promotions and what your store can offer them

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6. You Didn’t Track Your Success

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Measurement is key!

• What will you measure?• How will you measure it?

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Get a baseline from other locations and corporate about what kind of numbers they have had with Grand Openings.

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Track your success by– Traffic - # of visits/week– Coupon Redemption - # of

services/day–Microsites - # of sign ups

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7. You Don’t Know What to Do Next

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Collect email opt-ins for coupons, offering a discount for their next visit, or including them in a loyalty program.

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Take your hard work from building up to the Grand Opening and keep it going!

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Don’t be afraid to ask for help…

P.S. Bluewater has been doing Grand Openings for over 15 years, and we’re here to help your franchise grow!

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Get the Infographic Franchise Grand Openings: Your Marketing Secret Weapons

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@BluewaterBrand

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