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Over the course of your build-out, there may come a time when you decide to stage an event. Perhaps you want to announce a Grand Opening, publicize a sales promotion, or perk up your traffic. Whatever your objective is, an event must address the following issues:
A Grand Opening happens only once in the life of a project. It is the first big chance to make a great first impression, not only to prospects, but to the media, brokers, investors, bankers, city officials and others important to your business. It is the motherload of all traffic-building events.
A Grand Opening creates momentum. It gets people talking. And this word-of-mouth advertising leads to steady traffic and, hopefully, steady sales. Just make sure you are 100% ready for your Grand Opening, because, if you aren’t, it can work against you. If your models are not finished or your sales tools incomplete, prospects might view you as a builder who is sloppy or doesn’t meet delivery deadlines. So when the timing is right, make it your shining moment and strike up the band.
Theming your Grand Opening helps target your buyers. The theme should begin with the invitations and be carried throughout the event. Try to sell a benefit in your theme, and be creative with your printed collateral materials and decorative props. Here are two examples:
1. Your new models have 10-foot ceilings. Emblazon "Expectations are Rising" on your invitations, highlighting your high ceilings, along with other benefits. During your Grand Opening weekend, cover all model living room ceilings with white helium-filled balloons with “10 feet high” printed on them.
2. Or, let’s say your price-per-square-foot is lower than your competitors’. Theme your event around “Something Big’s Afoot,” and follow through with fun props like 12-inch Styrofoam “footprints” that march across walls or floors. Dog and cat pawprints would be cute, too. Then, hand out a flyer that details your value.
