You're about to unveil a brand-new showroom - how exciting! You’ve dedicated countless hours to designing your product displays and meticulously coordinating logistics, so your anticipation is at an all-time high. But as the big day approaches, have you built enough around you to draw prospects in?
Here are six ways to spread the word, establish strong local visibility, drive footfall and ultimately get the right people interested in this new opening that's on their doorstep.
1. Google My Business Profile
Ensure that your Google My Business Profile is up-to-date with your operating hours and location. This not only boosts your visibility on Google Maps but also enhances your presence in local search results, especially for phrases like "near me." Keeping your profile current can significantly improve your SEO, ensuring more customers can find you online.
2. Local targeted direct mail
Imagine this: your very first visitor to the bathroom or kitchen showroom is someone who's just settled into their new home a few months ago - maybe 3 to 8 months to be exact. They are ripe and ready to talk options with you because they’ve seen your amazing mailer, complete with an enticing in-store offer, and thought, “This is perfect timing!”
These are the kind of prospects you can drum up by running a carefully targeted local homemover direct mail campaign. It means you’re attracting those who are in the homemover journey, around the area of your store and connecting with those willing to spend three times more than those not in the homemover journey.
3. Local media press
Create an article for the local newspapers to 'tell them all about it', literally! Unlike other marketing channels that limit your message, a full article allows you to build trust and credibility. This approach allows you to share your story about the brand and why they should come and explore your store.
4. Local targeted mobile advertising campaign
Get people through the door by launching a mobile advertising campaign targeted to individuals within close proximity to your showroom. Picture this: while someone just a couple of miles away is browsing for home inspiration while sitting on an unlaid floor, they receive a timely and unobtrusive mobile ad about your new carpet store opening right around the corner.
5. Digital Out of Home Advertising (DOOH) and Out of Home Advertising
DOOH is a great tactic to add to your new store promotion strategy. According to The Out of Home Advertising Association, three-quarters of consumers view DOOH ads favourably or have recently taken action after seeing a DOOH ad (76%). Some of the most frequent actions it generated were in-store purchasing (30%) and store visitation (29%).
Not only can they increase visibility for your physical store location, but they can also enhance the effectiveness of your online marketing. Research shows a strong cross-connection between DOOH and mobile engagement. 74% of mobile device users took action on their phones after seeing a DOOH ad. Those actions ranged from online searches about advertisers (44%) to visiting their websites (38%).
6. Join forces with another local business
In the words of Robert G. Ingersoll: "We rise by lifting others." A great way to raise awareness of your local store is to promote and recommend other local companies.
Think about strategic partnerships that align with your offerings. For instance, if you sell bathroom fixtures, consider teaming up with a nearby flooring company to offer exclusive discounts for customers who shop with both. Building these relationships can create a win-win situation and foster community support. By implementing these collaborations, you can create a buzz around your new showroom opening and ensure that your hard work pays off with a steady stream of eager customers.
To keep those tumbleweeds at bay when you throw open the doors, remember: marketing shouldn’t be left as a last-minute scramble! You’ll want to kick off your activities about 90 to 120 days before you open up for business, ramping things up with a strong push in those final 30 days. And don’t stop there! Marketing works best when you keep the momentum rolling, so consistently promoting your new store afterwards will also be crucial.
If you're looking for a little help getting the word out about your new store, reach out to us! We can whip up a local direct mail or mobile advertising campaign just for you. Get in touch here.