How long should a retail establishment keep their grand opening banner out? I pondered this recently as the Zenail & Spa is located near me.
I can certainly understand a retailer wanting to keep the grand opening feeling going. Nothing compares to the grand opening. There’s excitement in the air. Everything is new. For potential customers, there’s a new store to explore and shop.
Zenail & Spa opened a year and half ago. Don’t you think it’s time for the grand opening to be over? Let’s make this multiple choice question.
When should a retailer take down the grand opening banner?
A. 3 weeks
B. 3 months
C. 3 years
I’m thinking 3 weeks but I’d accept 3 months. Anything longer is violating the grand opening definition. So what should a retailer do after the newness has worn off?
Here are three suggestions:
Take down the grand opening banner and put up the anniversary sign and special. “We’re 2. Temper tantrum if you don’t come in.”
We’re not new but you are
New people move in near the retail establishment throughout the year. Buy the new movers list and mail them a direct mail welcome. Include a special offer.
Groupon some customers
The whole idea behind the grand opening is get new people in the door. That’s the same idea behind Groupon. So take down the grand opening banner and send out an irresistible offer via a Groupon coupon. For more on Groupon, read article I wrote for TalentZoo.
Sorry, Zenail & Spa, your banner has become a zeyesore. Take it down and try something else to win new customers.