Marketing Your New Location

Establishing your business in a new location can be an exhilarating, yet daunting task.

Maybe your business has been forced to move due to a road expansion or a civic construction project. Or you might be looking to expand your business by opening a branch in a new geographic location. Whatever the case, you need a solid marketing strategy to announce your new location.

Recently, the city of Speedway, Indiana (near Indianapolis), announced a city "beautification" project that would add new retail, restaurants and hotels near the Indianapolis Motor Speedway, home of the Indianapolis 500 and Allstate Brickyard 400. A few businesses in the shadows of the IMS, some of which have been in their same location for more than 25 years, will fall victim to progress and need to either close shop - or relocate. If they choose to relocate, they'll need a strategy to tell customers about their new location.

Banks and restaurants are two businesses that often choose to expand into new geographic markets. As residential developers continue to build homes in the suburbs, commercial developers aren't far behind with plans to build retail shopping complexes. This attracts a variety of eateries and financial institutions. These businesses will also need to step up their marketing efforts.

Your marketing strategy may include the following elements:

Construction Signage
If you are building a new location, a "Coming Soon" sign will alert curious onlookers that your business will soon be opening in that location.

Point-of-Sale
If you have existing locations, post signage in your lobby or place brochures to let customers know you are expanding. Your customers may be a good source of referrals to others who may live near your new location. They also be happy to know that you have a convenient new location if they find themselves traveling in that area.

Direct Mail
If you have an established business, you should have a customer mailing list. A simple postcard or letter announcing your new location can be effective. If you are establishing a new business or expanding into a new market where you don't have customer addresses, you can purchase mailing lists of consumers and businesses from a variety of sources. You can target geographic areas near your new location, say within a three mile radius.

Email
There are a variety of affordable email marketing solutions available that will allow you to announce your new endeavor to clients and prospects via email. Just make sure you follow proper email protocol and allow people on your email list to unsubscribe.

Open House
Any new business should host an open house. Inviting area businesses, government officials, dignitaries and residents can build rapport. Your open house should showcase our facility and staff. Offer appetizers and drinks. Most importantly, you want to start building your contact list by offering give-aways or door prizes. Make sure to collect important data on your entry forms including name, address, phone and email address. Always follow up with a "Thank You" and a maybe a special discount offering to attendees.

Press Releases
Once you have your opening date locked down, send a press release announcing your opening to the media.

Advertising
The impact of advertising in newspapers, radio and television has been diminished with the popularity of the Internet. More people are getting their news and entertainment online. If you are compelled to advertise in these mediums, ask to see audited demographic data on their readers, viewers or listeners. Target those publications, features or programs that are more closely aligned with your targeted customers. Always make sure you inquire about any Internet-related marketing opportunities they may have to supplement your media buy.

Networking
One of the best ways to spread the word is through networking. Get involved in your new community by joining the local Chamber of Commerce, Rotary Club, Kiwanis, or business networking group. Volunteering or supporting local charities - not just financially but by actually donating your time, will allow you to meet other individuals who will appreciate your efforts. Support your community and your community will support you.

These are just a few of the basic marketing strategies that will help your business take hold in a new location. For more information about how BTK & Associates can help you business stand out in a crowd, visit http://www.btkmarketing.com/.