EA encourages all franchisees to have a Grand Opening Celebration. This introduces you to the community and allows prospective customers the opportunity to see what you have to offer. Additionally, it is an opportunity to get media coverage about your opening. This celebration can include sampling, giveaways, discounts, and should be held about 2 months after opening. This allows time for you and your staff to determine workflow, work through the imperfections, understand recipes, and perfect the production of core business and Edible products.
Once you have signed a lease, review the items in the Local Store Marketing Programs > Grand Opening toolkit to find the following documents to get started:
- Fillable Invitation
- Sample Letter Invitation
- Grand Opening Resource Packet
- Sample Press Release
- Trade Area Analysis
- Grand Opening Radio Script
- Grand Opening Event Planning Guide & Timeline
Partner with your RBM and the Marketing Department at any time for guidance and assistance in developing your grand opening plan. Here is a general timeline of planning the grand opening:
2 Months Out
- Work with landlord on advertising/signage restrictions
- Determine budget
- Invite local state reps with a letter and invitation
1 Month Out
- Lock in radio talent on-site
- Lock in event activities (face paint, balloon animals)
- Organize what print materials you need
- Set up Facebook event to invite fans on FaceBook
2 Weeks Before
- Geo-targeted paid ads on Facebook
- Begin radio ads
- Visit local businesses and invite them
- Train staff on flow of event/roles/samples being made
Marketing After Your Grand Opening
Marketing is continuous! Within 30 days of your store opening (not grand opening celebration, the day you open your doors), you should begin to plan your next 3-6 months of marketing activity.
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