Opening Ceremonies
Your company's grand opening could be your best marketing plan.
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:
- Budget for the opening. Decide what you're going to do, figure out how much it will cost, and include those expenses in your first-year marketing budget.
- Plan ahead. Kurman says it's not unreasonable to plan as far as a year ahead, especially for a splashy event with VIPs and celebrities.
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