Tips for Pulling Off a Great Grand Opening Event

The business of starting a business is rough. There are a million details to complete even before the doors are flung open to the public.

The old saying that you never get a second chance to make a first impression is especially pertinent when opening a new franchise business. That’s where the grand opening gala comes in — it can get your business off on the right foot and attract positive attention and great word of mouth. The franchise marketing and operations department will be a big part of your success and will assist you, of course, but you have an important role to play as well.

The first step is to identify your audience for a grand opening event and select a date that works well in your area. If the hometown NFL team is playing its heated division rival the same day as your event, you may have an empty store or restaurant.

If your business caters to families, make your opening something that is kid-friendly and features activities, food, drinks and freebies, such as T-shirts with your business name on them, that will appeal to families. If you are targeting young urban professionals, consider a sleek, chic cocktail party with upscale appetizers and a cool DJ. Hand out your business card and coupons that will appeal to young professionals and get them to come back.

Get the word out three to four weeks before the big event with fliers in the neighborhood, social media announcements, press releases to local newspapers, radio and TV, and colorful signs on your business. Invite local officials and people from nearby businesses. Let them know you are eager to be part of the neighborhood.

Ensure that you are truly ready to open: Prep your staff, pay attention to the details and examine your business the way a new patron would. Do a dry run of the event and ask yourself: Would I come back here again as a paying customer?

Consider partnering with a charitable organization, with part of your proceeds from a day or week of your opening going to the charity. This can bring you even more positive attention and can cement bonds with groups that are doing great work in the community. If you decide to work with an animal shelter, for instance, invite volunteers to bring adoptable dogs and cats, if suitable, to your business. Allow the non-profit to spread the word about what it does at your event, showing your patrons you care about good deeds.

Offer tours of the business so people can see what you are all about and what your business can do for them. Have plenty of staff members on hand so no guests feel neglected.

Finally, smile and get ready for success.