Oh, but how often do we ignore that first little line…Promote the Heck out of it…and just go right to the building part.
Back in my good ‘ol days, well before I ever had a ‘real’ job, I was a ‘DJ’. Any DJ worth listening to was also a great promoter. Any great promoter also had a team of promoters, insuring that thousands of flyers, were given out, by hand (this is before Facebook and MySpace, heck before the internet!) so that everyone knew when the party was, where, what time, who was DJing and of course, how much you had to pay to get in!
Thanks to all of those efforts we had many successful events, and long lines of people waiting to get in, even on those frigid winter nights in Jersey. That’s what I call social networking!
Sometimes I forget those lessons I learned, and what it really takes to create a buzz, and get enough excitement built around something so that a significant amount of people make it a priority on their busy social calendars.
One thing is for sure, I would never DJ at a club unless I was absolutely sure that the ‘street team’ as we called it, was in full force, handing out thousands of flyers, and submitting guest lists well in advance.
That one lesson could serve so valuable to so many new businesses that open up each day, without any fanfare or following to speak of. It seems they all think that they can simply open the doors and the people will come, and more often than not, their doors close within a year. To think that you can spend all of your money getting your new business ready to open and not have any budget to properly promote and market it, is a recipe for disaster.
As an entrepreneur myself, I know how anxious I get each time I have a new idea and want to bring it to market. I’m working on a new project right now and I just want to get the show on the road, BUT, a big part of getting the show on the road is the pre-show.
It doesn’t mean that you’re not moving forward, it just means you’re laying down the best foundation possible and opportunity to succeed. This entails many different tactics that in today’s world including PR on the web, social media, YouTube videos that go viral, events, sampling, endorsements, and so on.
Don’t wait until you’re open to start promoting, you should get your street team together and start promoting six months before you open. Set up a landing page, and offer a VIP invite for anyone who signs up, and they will also receive a special something on your grand opening.
Akin to a famous Abrahm Lincoln quote: “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax”…if you have a new venture on the horizon, spend most of the energy getting the word out, to insure a successful opening and a strong foundation for the future!