The high street has been struggling since the increase in popularity of online shopping and drop-shipping programs. However, with government support for the return to city centre regeneration, things could be set to change. Here’s how to spread the word and give your new store the best chance at a strong opening.
Create Your Social Media Presence
Before you open your physical premises, it’s important to build your brand’s visibility online. Your first steps should be to set up social media accounts for your business, enabling you to reach out to potential customers and create awareness of your new store. Facebook is an excellent starting point, with its community-based networking and the opportunity to promote your posts to tailored demographics – increasing engagement and ultimately bringing more bodies to the shop on open day. Instagram is the platform to use for anything visual; take photos of your products and show off the more aesthetic elements of your brand to a local audience by hashtagging your posts with relevant signifiers, including your location. eCommerce business woman Abby Wilson said that she started getting people buying from her store after she started posting images with hashtags in her stores niche on Instagram.
Build a Mailing List
Your next step is to create a pool of engaged potential consumers, through the use of a mailing list. Set up a website to represent your brand’s online image and use your social media accounts to point people in its direction. There, you can allow people to enter their email addresses to receive more information about your store, its launch and the release of new products. With an average open rate of 16.4%, ‘education’ emails with information on your enterprise will reach a far more active audience than promoted posts or adverts on digital platforms.
Get Your Team on the Streets
Once you have built your team and made preparations to open, get them out on the street with further promotional materials. These could include branded flyers and leaflets, social media information and even loyalty cards for repeat custom. By getting on the streets as your shop opens up, you can encourage foot traffic through the doors and drive sales as a result.
Leverage Local Advertising
Lastly, in opening a physical premises, you’ll be making your profits from customers in the nearby area. As such, you can leverage advertising platforms to engage the local population directly. Start with taking out adverts in regional newspapers; you may even be able to get a news feature regarding the opening of your new business, and the impact it could have on the area. You can also take out poster and billboard adverts near to where your shop will be opening, giving you broader coverage with commuters and the wider population.