How Marketers Can Perfect Their Next Store Opening For $200 [Privy Case Study]

Generate buzz with a grand opening offer

Lots of businesses will offer something small on their grand opening. Typically marketers will create some nice point of purchase materials for the new store, and do some direct mail in the area. Why not take that same offer, and promote it digitally to the target region leading up to the grand opening? Once you've created a digital version of your grand opening offer and have a landing page link, follow these guidelines to perfect your store opening for no additional cost, or very low cost if you do choose to run some low cost Facebook ads.

Geotargeted website traffic

Target your website traffic within a 2-5 mile radius of the new store location. Present that traffic with the grand opening offer.

Make sure qualified traffic in the store radius sees a compelling store opening offer.

For their grand opening of a new location in Storr's Connecticut, this marketer displayed their offer only to website traffic that was coming from within a 5 mile region on the map around the new store.

For their grand opening of a new location in Storr's Connecticut, this marketer displayed their offer only to website traffic that was coming from within a 5 mile region on the map around the new store.

Yelp page for the new location

Make sure your new location has a Yelp listing. Attach the grand opening offer landing page to the homepage link on your Yelp profile for the new location.

A Yelp page for the new store with a direct link to the grand opening offer.

A Yelp page for the new store with a direct link to the grand opening offer.

Targeted posts on Facebook

Promote a post on Facebook, limit the reach just to the zip code of the new store and consider spending $10-20 per day.

Spending a little bit of money on Facebook boost posts will ensure new eyeballs from the target region, however even if you don't have any budget to spend, you can still geotarget an organic facebook post.

Segmented email blast

If you are able to segment your email subscribers on a per store basis, you should grab a list of people who belong to any nearby stores and send them an email with the new store announcement and the grand opening offer. 

The result

In our most recent grand opening campaign, our marketer was able to drive close to 400 new customers in-store on day one, without a list of emails for the store. On top of that, she was able to build a brand new email list for this new location of over 2,000 subscribers, all in just a few clicks, and for less than $200 total. Not bad, huh?

 

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