How to increase traffic to your new store without breaking the bank.
First of all, you’re starting from scratch as a brand – no one knows who you are. Second, you’re advertising budget is always going to be less than you need. Third, you have no database of potential customers to contact. What’s a “store-to-be” supposed to do?
Here’s an idea. Why not find an established brand in the community and get them to sponsor your grand opening?
Crazy? Not at all. Especially, if that brand complements your brand in some way.
For instance, a chain of shoe stores sponsors the grand opening of a store that sells only socks. They aren’t direct competitors and there could be considerable crossover among their buyers. It’s a win, win: The new socks store gets access to the shoe store’s customer database and the socks store’s brand has instant credibility because of its relationship with the shoe store. And their grand opening costs them half of what they would have paid if they’d done it themselves.
So what’s in it for the shoe store? A lot. The shoe store gets to be all over the media because it’s at the forefront of something new happening in the market – that’s huge. And both stores can benefit from cross couponing.
Still not sure? Check this out. Recently, in Omaha, Nebraska LaMar’s Donuts and Dunn Bros. Coffee teamed up to celebrate their grand opening.
“We are very excited about the opportunity to co-brand with LaMar’s,” said Chris Eilers, CEO of Dunn Bros Coffee. “Given that we both have established our brands on quality we anticipate that this partnership will be very successful. The only combination better than coffee and donuts is really great coffee and donuts.”
Obviously, the LaMar’s and Dunn Bros pairing is a little different than the one I gave previously. Theirs is more than a grand opening / cross promoting opportunity – these two businesses are actually running their operations in the same space – but the idea is similar.
The point is…don’t limit yourself in your thinking when it comes to your new store’s grand opening. There’s always a way to get the attention you need, without going broke to get it. Teamwork is one of them.
photo credit: Janellie via photopin cc