While you’re setting up for your grand opening, you want to continue to generate that buzz around your new shop. Extend your reach beyond foot traffic and word of mouth advertising with the right publicity.

Once you’ve chosen the day that you’ll open for business, you can begin to publicise the occasion. Be bold! Send out press releases to local news sources regarding your launch party. Invite your neighbors. You can print little invitations and hand deliver them to other local businesses. Some people may allow you to leave a small stack of invitations near their register, so that their customers will see them, bring them home, and remember to attend your grand opening event. You can even print event tickets, which are easily passed out, and will remind guests to attend.

If you already have a logo designed, make the most of it by adding it to print products: not just the above-mentioned invitations and any business cards you may choose to print, but also to some lovely stickers, which you can have printed for very little money, but which will provide you a great amount of publicity.

Stickers may also be left near the register at cooperative local businesses. You can hire students to spread them even further. They may be stuck (with permission) in a variety of places, or your army of young people might be asked to simply distribute them on street corners to interested parties. Be sure that your new helpers are articulate and well-dressed. You will want them to make a good impression!

Whoever you hire to do advance publicity, they will need to be well-informed about your business. The day of your big launch party, the hours you will be open, and a good range of details about your products or services will all be subject to discussion. Make sure you make the best impression by choosing helpers who can make the best impression for you!

Next week: Your Big Launch Party