Any Reopening is a Good Reopening
A fresh start or Re-Opening (Different from a Grand-Opening) usually occurs when a business goes through a renovation or expansion. Sometimes it can occur when a business has been closed for some bit of time. A Re-opening (like a grand-opening) is a great opportunity to promote bringing attention to your business within the local community.
In early 2020 millions of businesses across the world were forced to close for an uncertain amount of time. This uncertainty caused many businesses to close their doors, some for good. As most were down to weather out the storm, it gave an opportunity for some to remodel, restructure and even reinvent themselves. During 2020 and 2021 the old saying “Only the strong survive” rang loud throughout the small business community. As fear and challenges were mounting some business owners relied on their passion, confidence, and vision knowing this too shall pass. There would be no better time for them to remodel (that's if they could find a contractor that was willing or permitted to work).
With indoor dining coming to a near halt in many areas across the country some entrepreneurs took advantage of this time to remodel their businesses. My local Mexican restaurant put in new tables, flooring, a new bar, and wallpaper to present themselves as more inviting and inspire more customers. I spoke with many other restaurateurs and other business owners that took advantage of this time to make similar overdue updates to their businesses.
Some of those that were able to remodel or restructure their businesses did so out of mere survival. Take restaurants for example. Driving down almost any city block across the country in the summer of 2020 and 2021 you all of a sudden saw outdoor dining areas popping up that were never in existence. On a trip to Toronto for example every restaurant that could, converted half the parking lot and street parking into an outdoor dining area. Curb-side pickups and delivery (for those that never offered it) were just some other innovations that took off because of the pandemic.
With new restaurant dining rooms, businesses remodeled, and even those that were just simply hunkered down during the pandemic as 2020 came to a close and 2021 was promised to bring the light of better days, it was time for these businesses to start to reopen their doors. Many across the country found this as an opportunity. They viewed it as the perfect time for a Grand RE-Opening. Different from a Grand-Opening, a Re-Opening gives already existing businesses an opportunity for a fresh start.
All successful Re-Openings should include the following:
Date for Reopening - set a date that doesn't conflict with other major events in the local area. Try to choose a weekend and make sure to have a rain date for those just in case of bad weather days.
Marketing the event - utilize social media, local boards, email, radio, TV, and Newspapers are a good source
Pick a Theme - choose a theme of the event to go along with your brand
Ribbon Cutting Ceremony - purchase a large ribbon and scissors and invite your guests to attend - it's a great photo opportunity that you can use on your social channels and local press
Branded Hashtag - create a social media branded hashtag and invite your guests to tag pictures of themselves at the event
Charity - work with a charity (local if possible) to donate a portion of proceeds to in honor of the Re-Opening
Food & Music - this is easier for restaurants but all re-openings should include some sort of food and music of sorts. Some local radio stations will attend re-openings, give your local radio station a call to see if they will attend yours
Guest List - invite your existing clients, vendors, and partners
Promotional items - something with a company name/logo on them
Demos/Workshops - plan some workshops to show off what the business can do. If possible, to arrange some around the kids is always an added benefit as parents love to expose kids to something different and exciting and this will ensure you are leaving a lasting impression in both parents and kids minds for years to come.
Samples/Giveaways - provide some promo items, whether it be t-shirts, magnets, stickers, or samples of your products. Showcase your business!
Local celebrity/influencer - maybe you have one that already shops, dines, or patron of your business, if not try to find one and hire them
Raffles - a good way to capture potential clients information is a raffle or giveaway. This information can be used later to promote your business, its products, and services
Although the pandemic created the need to have a reopening or fresh start to the business, you certainly should not wait on a pandemic to have a reopening for your business. Let's hope we can get through this current pandemic and that we never see another in our lifetime. In the meantime, let us do what is needed to keep our businesses doors open.
If you have questions or need help with some reopening ideas give me a call and connect with me on LinkedIn.
Rick Buchanan
The ZRO Group Ltd.
Commercial Lending