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Opening Ceremonies

Your company's grand opening could be your best marketing plan.

This story appears in the May 2000 issue of Entrepreneur. Subscribe »

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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