Click to Print

Opening Ceremonies

Your company's grand opening could be your best marketing plan.
May 1, 2000

Considering everything that's involved in getting your business off the ground, you may be tempted to treat your opening as a minor detail, but an effective opening is an important part of your marketing plan. "Planning an opening is no different from planning a business," says Cindy Kurman, president of Kurman Communications Inc., a PR firm based in Chicago. She offers these tips:

One of Kurman's clients is Tru, a four-star restaurant in Chicago. Pastry chef/co-owner Gale Gand, 43, opted for something different. "We gave small dinners and private showings with personal tours [to prospective customers]," Gand says. "We didn't feel [a big party] reflected the soul of the restaurant." The strategy worked: Tru has become one of Chicago's most popular fine dining establishments.