One Of Many Ways To Put a Cross-Promotion To Use

So, you’re new in town? ...or at least your business is. You have your store hours posted, your lite up sign on the building front, your “Now Open” banner, now all you need is customers. He is a tip in how to find some.

Being the new business on the block you have a wonderful opportunity to make a great first impression on the neighbors. We’re not talking about the residential neighborhood necessarily, but equally important the neighboring business. Odds are, you chose the location you did because there is not major competitor there and it seems as though that part of town could use your products and/or services. So why not make friends with those businesses you will be working with for the next unforeseen amount of time?! We call it…Cross-Promotion.

If you’re not planning on making a big deal about your grand opening, you are a fool. You need to have a party, and when I say a party I mean a P-A-R-T-Y! The key to this party is getting in good with those businesses around you as a byproduct of screaming from the mountain tops that you are the new to town and you mean business! We are going to through a grand opening fair celebration!

Here is how we do both. Remember that phrase I mentioned earlier, “Cross-Promotion”, well here is how it comes into play.

Step One: Meet the Neighbors

 This step takes planning and a tactical approach. Go around to nearby businesses and invite them to your grand opening fair. Note, that we will have wanted to do our homework in making sure the business you ask are business you want to be associated with throughout town and that they carry the same standards you hold for your business. Let them know that you will be holding a grand opening celebration and you would like for them to come have a booth where they can showcase their own business in your store. This will not only show that you are not going to be a threat but that you’re also friendly. If the other business owner is smart, they’ll take you up on the offer. Exchange information and let them know which other companies you plan to invite.

What does this accomplish? Most importantly, this gets business owners close by to know you as a fellow business owner which in the end will make for some quality word-of-mouth referrals.

Step Two: Advertise the Party

Once getting as many businesses as you can to commit to the date and time of the grand opening; it's time to get the media involved. Everyone needs to be flooded with e-mails, social media invites and posts, and even the local new stations and newspapers need to know about the excitement that will be happening at your grand opening celebration. A few key ideas for you:

1. Get the mayor on phone and have him schedule a visit to your store to cut the honorary red ribbon. Make sure to take a TON of pictures. Also, when you call the newspaper and tell them the mayor is coming this will give them more motivations to show up and get you in the next day's print.

2. Flyer, flyer, flyer! Create a flyer that includes all the businesses names whom which will be attending, make enough prints of that flyer to give to all the businesses to hand out at their own location.

3. Free Stuff! - People love free stuff. Get on the phone with any and everybody asking for donations that you can raffle off at the event. Pretend you're a radio station, what kinds of things do they give away? Movie tickets, gift cards, sporting event tickets, shirts, hats, fruit baskets, you name it! You can also ask the companies who are attending to donate something you can raffle as a requirement for coming. This all can be featured on the flyer to pursued people to come the day of the opening.

What will this accomplish:

This will give you a major jumpstart at getting your name in that many more places at little to no cost. The more the places people see the news of the party, the more people will come. If it makes a spot in the newspaper or gets 15 minutes of fame on the news broadcast, you can bet people will be talking about you.

Step Three: The Follow Up

After the event is over, despite the outcome of customer attendees; deeply and genuinely thank every person/business who attended with some kind of take-home gift. Remember, it isn't always easy to schedule an employee to get everything needed to set a booth and then interact with people all day at a foreign location, so a big thank you will go a long way. It is best to make it a product that is exclusive to your business so they have something to remember you by. It is also a smart idea to add an invite that if their business ever wanted to do something similar that you would be more than happy to participate. Make sure to also thank everyone who donated with some kind of card or tangible item as well and an invite that if they ever need a donation for a give away to let you know. I say again because this is important, if it is an item that is exclusive to your store that will seal the deal.

What will this accomplish: You will be remembered! These types of fairs are put on be different business often, if you are the "A-list" of people to call for those fairs, you are given free advertising when attending. Once again, this will give you a chance to befriend other business owners who will refer you to their customers and friends when appropriate.

When executed correctly and in good nature, is a flawless way to get your name to more people. It is vital when opening a new business or location to all business and as many people as possible around that you exist, what products or services you offer, and the quality of customer service you provide. It is key to make sure that if there is some kind of misunderstanding between you and another business at any point during the event planning or the event its self, to solve it as quickly as possible. Every last person needs to be leaving the fair having had a great experience.

I have used this tactic myself when opening a new fitness facility location for a company on once worked for. We had a couple people not show up at the last minute and the mayor only stayed for about 30 minutes, but over all, it was a great success. We used local organic grocery stores, fitness supplement shops, and chiropractors to set up booth. There is no limit to the possibilities; I even received the donation of a gluten free cake from a local bakery for people to bring home. We were able to make our name known to a wide range of people and were able to attract a very large number of new potential gym members, including some of the people who were assigned to run the booth for their company. So I can tell you first hand that it works, and I encourage you to try it out. This will take a lot of time and planning but in the end will be well worth the time invested.