Build An Effective Contact List From Your Grand Opening
In a recent article, 5 Tips for a Successful Grand Opening, I mentioned a major goal for a business grand opening that should be "build a list." The list I am referring to is a contact list of people who expressed interest in your products or services by showing up to your grand opening.
Building a list at every available opportunity is core to a successful thriving business. A grand opening is a great opportunity to start the practice from the get go.
Given people's almost cultural hatred of "commercial spam" why should you go through the trouble of building a list in the first place? The fact is, having a list of your current, past and prospective customers is about the only true asset in your business that you can truly own and control. It's also the only method of communication with directly interested prospective customers that you can repeat well into the future without resorting to great expense.
A grand opening event provides the perfect opportunity to start your list building practice as a mainstay of your business process. People attending these events, first of all, are showing interest in your product or service by showing up. Secondly attendees expect you to tell them about your business and many are looking for a deal.
So how do you get people on your list at a grand opening?
Although people do expect you to sell them on your services at a grand opening, given most people's concern about spam you will need to offer something of true value in exchange for their contact info. Merely, having a "Sign Up for Our Newsletter Form" is not going to cut it today. Here are some ideas to consider.
Offer multiple door prizes and a grand prize drawing that will be drawn at the end of the week. Make it easy for people to sign up by offering them several methods to do so. Business card drop, sign-up form, mobile web site form, text message entry and QR code scans are great ways to get people entered quickly and give you the information you need to continue the conversation into the future.
Provide an opportunity for people to sign up to receive a special "Founder's Club" card that gives them special offers, special sale days, or etc. that's only available to people that attended your grand opening celebration. Since like to belong to something exclusive they will sign up if they feel it will offer real value. Having them on your list gives you the ability to invite them back anytime in the future.
How To Information
This is a tactic that can used anytime in your business, however, there's no reason you can not also make the offer at your grand opening. People love "How To's" and checklists that save them time and money. Plus it gives prospects an opportunity to sample your expertise. At your grand opening people can sign-up to receive this "exclusive package of information" in the form of a video series or digital copy when they scan the QR code or fill out a form with their email address. The key to this is to offer truly valuable information that people can leverage to save time or money or avoid costly mistakes directly related to your product or service.
Smart phones are becoming more prolific than desktop computers today. iPhone, Android Phone and Windows Phones have incredibly convenient applications that can be used to market your business. A mobile application for your business could provide last minute deals, updates, how to information, checklists and more, directly to their cell phone. Attendees can simply scan a QR code with their smart phone to install your mobile app which can instantly create a list of prospects to whom you can send direct or text message offers. Consider that text messages have an open rate of 98% while email rates 5% and direct mail averages only 1.5% coming up with a reason to go mobile only makes sense.
Building a list is the best way you can extend the momentum generated by your grand opening well into the future. Get your business in the practice of building your list right from the start and you will thank yourself that you did many times over. Be creative, offer value, keep trying and you will succeed.
Article Referenced Above:
5 Tips for a Successful Grand Opening