Question

Topic: Strategy

Store Soft Opening Ideas

Posted by ngarto on 7/3/2014 at 11:54 PM ET 250 Points
I need to look for store soft opening idea for an international watch brand, selling mid range price watches through corporate retail store. The newly opened store is in street level, busy and crowded. Other than advertisement, any good ideas of generating awareness to target customers of store opening and bring traffic? Because of the brand, we can't hang up banner, distributing leaflets or give away snack. It just not match with the brand image.

Thanks for your help in advance.

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RESPONSES

  • Posted by saul.dobney on 7/4/2014 at 5:08 AM Accepted
    Make it a noteworthy event. Invite a celebrity to open the store/ or to sign books/ autographs / watch boxes. Park a Ferrari/Rolls Royce outside with a dressed up chauffeur. Sponsor a local event and use it to get local PR and news coverage. Use actors/models to dress up and act as a greeters - eg town crier, astronaut, milk maid, street magician, butler etc. A free competition just inside the store requiring a piece of paper with name and contact details to be dropped into a clear globe. A violin quartet playing in-store. Start a queue - offer a free watch to the first 100 people into the store. Put local posters up.
  • Posted by Jay Hamilton-Roth on 7/4/2014 at 9:34 AM Accepted
    Offer free watch cleanings and/or battery replacements
    Fashion show - with models wearing watches, of course.
  • Posted by cookmarketing@gmail. on 7/5/2014 at 9:10 PM Accepted
    May want to invite "every" power broker in town...mayors, bank exec's etc. Keep the above ideas, add power brokers (also those neighboring retailers and businesses) and of course - Media will either follow or (hint) be invited to 'cover' the power brokers.

    We are an event centered country, you want buzz that brings in traffic make it an EVENT
  • Posted by ngarto on 7/6/2014 at 11:31 PM Author
    Thanks for the comment. As it is only a "soft opening" event not a "grand opening" event, we can't invite celebrities and media to get PR coverage. Besides, there are rules from our watch clients:
    No watch as free gift
    No watch discount
    Shop is not big enough for a bang or orchestra playing
    Watch cleaning and battery change is possible, but seems only cater to watch owners whose warranty is expired. No able to attract traffic on the street or new customers.

    Hence, appreciated if there are more ideas to attract the attention of potential customers around the new store.
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