Know-How Exchange : Advertising/PR

I immediately think of a farmer's market type of atmosphere to connect with any demographic. They're responsible, local and fresh.

During a launch I would feature a different area of the store to which locals can relate. If you have a great variety of beers, invite a distributor of one produced in your area to do tastings... Same with any other products such as snacks or bakery. You might invite someone from a distributor to create shakes/smoothies/sundaes with their milk products.

You may also want to make a donation to a local non-profit in honor of your opening as you vow to be an active member of your community.

Good luck.

I'm thinking fresh good quality locally grown when possible produce, seafood and meats. An in house shop making their own sausage , smoke house and gelato. The ability to order sushi and store made pasta. A cupcake shop. Local delivery.

As with Gail, if you are selling alcohol, tap your distributors. They have deep pockets. Feature local mirco beers and wines.

This is going to be tricky-- being in a gated community. Grocery stores operate on low margin and really depend on volume. So you're going to have to make it a destination where you get things the local chain won't.

My first thought is a destination store (ie:cabela). Think of the difference between the average sporting goods store and Cabelas.

A few times a year, I drive about 80 miles to spend the day shopping at Cabelas. Why? Atmosphere, Experts in their fields, things that the local sporting goods store will never carry.

For your store(s), I am thinking; guest chefs doing gourmet cooking demos, employees from the countries where the food comes from, wine glass holders on the shopping carts and servers around the store offering samples of wines, an elivated platform in the center of the store with a person playing a grand piano, a manacure and pedicure salon for worn out shoppers, a quiet room with music and massage recliners for worn out husbands, menu planning assistants to help shoppers plan a special meal and then assist in shopping for ingrediants, models walking around the store showing hot new fashions form a upscale clothing store (a co-op agreement with the clothing store), shoppers given opportunity to enter drawing for wine and cheese tasting on a hot air baloon ride, Call for a limo to pick you up at home for trip to the store....

The more outragious the better.

I think a gourmet food tasting would great way to launch. Also, having this event tied to charity or a cause you believe in may also raise initial awareness.

Thank you all for your valuable input. We are all looking forward to doing the launch event . And hopefully we will be able to gain good mileage for client!!