Introducing a new company location generally involves less of a risk than starting a brand new business, because you have already begun to establish your reputation and develop your systems. But you can't assume that people will automatically flock to a new location simply because you have had some success with your previous locations. A new company location requires nurturing as well as capital. It should build on the lessons you have learned at previous locations, but it should not be an exact replica.
Instructions
1. Learn as much as you can about the neighborhood where you will be introducing your new store or office. Understand the demographics of the surrounding area, including the average age and income level, the type of work its residents do, and the general aesthetic that they appreciate. Evaluate the needs of neighborhood consumers and observe the offerings in nearby stores or offices to see which of these needs are being met, and others that your business will uniquely be able to fill. Observe traffic patterns and times of day when the area around your new company location tends to be busy or crowded.
2. Plan a marketing strategy that draws on the appeal and reputation of your existing locations but also emphasizes the adaptation of your business concept to meet the needs of your new location's community. Look for ways to draw both current customers who have been travelling to your other location and new customers who have not previously supported your company but are likely to do so now that you have a location in their neighborhood.
3. Plan a grand opening event for your new company location. Advertise in neighborhood publications and blogs, and issue press releases to appropriate media outlets. Provide the enticement of something free such as coffee or snacks, and offer introductory discounts to local consumers who attend the opening. Be friendly and open with customers who attend the opening and, whenever possible, learn their names and start a mailing list.
4. Follow up immediately by continuing to make special offers for a while, being involved in the community, and using the mailing list to keep your new customers interested in your goods or services.
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