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Opening Ceremonies

Your company's grand opening could be your best marketing plan.
May 1, 2000
URL: http://www.entrepreneur.com/article/26604

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.