Are you planning or thinking about planning an awesome grand opening event? Are you on a budget? Well who isn't these days if they have a small business?! I wanted to share a little bit about my experience with my recent grand opening of my shop Gypsy Beard Studio! I was on a very, very tight budget and timeline. Luckily I had lots of friends and family that helped pitch in on bringing food and decorating. An hour before our grand opening when I was in the bathroom changing into my dress and feeling nauseous, they were the ones helping me pull it (and myself) all together. Thanks guys!

Step 1. Planning
Before you start anything,  I hope you have some sort of brand established for your business. In my recent post, Starting A Business On A Budget, I talk about the importance of this.  Having a brand says a lot of about who you are and creates a great first impression with your potential customers. Keep your brand in mind in all promotional and marketing materials you use. Have a logo that you use on everything so that customers will instantly recognize you or your products.

At this point you'll want to check with your city to see if you will need any special permits or permissions to have a large event. Most likely you won't have an issue. Make sure that your location has sufficient parking and space to accommodate your turnout. You don't want to step on anyone's toes by hogging all of the parking on the street.  (This wasn't an issue I was very worried about since nearly every business downtown shuts down after 5 PM and luckily we had several back up parking lots.)

Pick your date, time, location and what the event will entail as soon as possible and start spreading the word. Work out a daily schedule of to do's for several weeks leading up to the event. Plan a vague schedule for how you want to the night to go. If you'll be having food and drinks plan your menu and consider reaching out to sponsors for such items. Consider joining your local Chamber of Commerce. They will work wonders for you in terms of spreading the word about your business and offering advice. Which leads me to my topic:

Create A Buzz

One of the very first things I did when I got the keys to my store was paint the name of my store, coming soon and pretty doodles all over the windows. I also attached balloons to the inside side of the windows to get peoples attention. (I saw this on pinterest and immediately knew that I wanted to do it.) People were intrigued because we were different and had a very unique name for our small country town. The created a little bit of buzz about us! People were curious to know what a place with a weird name like "Gypsy Beard Studio" could be. Our Google Analytics showed so many people looking us up from their phones as they would drive by and see our name and web site on the windows. It was kinda neat!

Social media and word of mouth are your two biggest allies. Not only are they free, they are where your customers are at. Create an event page on your Facebook page and invite anyone and everyone. Tell friends and family and have them share the event for you and invite people as well. Tell the barista at the coffee shop and the cashier at the grocery store. Tell your dog groomer and your hair stylist. Literally, tell everyone. At some point they will mention you to someone else.

 Old school flyers are still one of the greatest ways to get the word out! Make or have someone make a flyer for your event and plaster it everywhere possible. Think about where your potential customers hang out and frequent. For me that was the local book stores, college, thrift stores, bars, tattoo shops and coffee shops. In the places that I wasn't technically "allowed" to leave a flyer, I still did. lol I made mini flyers that I could hide in books, on magazine racks, taped to the inside of bathroom stalls and bathroom counters in restaurants and stores, and cars in parking lots of stores with your potential customers.

I'm quite a fan of guerrilla and non traditional marketing and advertising. Try to think outside the box when it comes to advertising. Peak their interested and make them want to know more.

• Draw your shop name, web site or hashtag in chalk on every sidewalk you see. 
• Have someone in a bear costume walk around town with a sign for your shop. 
• Creating a video or doing something that goes viral is a great way to advertise. How can you do something similar to the ice bucket challenge? 
•  Have someone park their classic car or VW van in front of your store with "GRAND OPENING" on the windows or balloons attached to it.
• Leave stickers with your web site URL or hashtag in random places like public restrooms, bathrooms,
• People are more apt to share and promote things that evoke an emotional response. How can you reach them emotionally?

Create a hashtag for your event and encourage your friends and family to start using it when they Tweet or post pictures  about the event before hand and DURING. Having a photo booth encourages people to take selfies and have fun. Hang a sign with your hashtag. A great idea is use a service to display a live feed of tweets and posts with your hashtag on a screen or on the wall with a projector.  It encourages people to post more tweets and photos and gives them something to do/enjoy while there. There are a few websites that allow you to do this such as Twitterfall.com and Visibletweets.com .



Take all the free press you can get!

Write up a press release or have one written for you and submit to your local paper. I did this and had the editor in my shop the next day interviewing me and we were featured in Saturday morning's paper! While I knew that most of my demographic didn't read the newspaper, it turns out their parents and grand parents do! It created a lot of community interest and I had folks from the chamber of commerce and city popping in my doors just to welcome me.  Most newspapers these days also integrate their news onto their social media platforms which turned out to be a big plus for us because people were liking the story and commenting on it on Facebook.

Get in touch with local radio stations. Most of them are more than happy to give your business a shout out for free. No need to purchase air time! I happened to meet a local DJ here in town that has given me shout outs more than once.

A lot of businesses do an official ribbon cutting with members of the local chamber of commerce or the mayor present. I didn't push to do anything like this, but it would definitely be a great idea and opportunity for businesses. Having prominent city officials or even a popular local musician present will always draw a larger crowd.

My last bit of advice is to quote that old song, "let give them something to talk about".  Make this a memorable event for everyone. Get people talking about you. Whether through live music, door prizes or food, get the conversation going about you. This will get people in your door faster than you can imagine.

If you have any questions please send them my way in the comments or via email: info@gypsybeard.com .

Have you ever thrown a grand opening or done any of your own guerrilla marketing?  Share your experience and tips! I'd love to know what DID and DIDN'T work for you.

If you are reading this because you are starting or opening a business, then yay! Congrats to you! It's scary and it takes a lot of guts and risk to start a business, especially one that you are investing lots of time and money into. I have tons and tons of respect for business owners after my recent adventures into the business world. This is from what I personally have learned. I do NOT have a business degree nor have I had any business training apart from the Intro To Business class I took at community college. I'm speaking from personal experience in my own adventures. All businesses are different and obviously require different skills and preparation.  I'm sure there were lots of things that didn't pertain to my situation or that I completely bypassed. If you have any additional advice please comment below. Spread the knowledge!

Aside from running Gypsy Beard as an Etsy shop, I have no experience in the retail field. I wasn't anticipating opening a store, I happened to come across a building that was out of a dream for me. It was incredibly cheap rent and located in downtown on a busy road. And on a whim, with no money saved up and no preparations made, I signed my life away ( well a 6 month lease anyway) with no clue what I was doing.

Getting Legal
The legal and permits/licenses side was something new to me. Check with your county clerk's office to see exactly what you need to do since each state and county's requirements differ.  File for a tax ID number or whatever the required permits for your state and county. I already had a tax payer ID for my design and vintage business so luckily I didn't have to mess with that again.  If you are moving into a brick and mortar shop you'll probably have to file for a Certificate of Occupancy. My landlord requires that I also have liability insurance. These were all either free or very inexpensive to do as well as hassle free.

If you are thinking of starting a business, I'm assuming that means that you have a product or service already. In my case, I just opened a vintage clothing store that is also a design & art studio. Because I had been selling vintage on Etsy for quite a while, I had a fairly huge inventory already built up. As a freelance designer, I already had a computer, a great camera, printer etc. If you do not have the basic necessities to start your business get to hunting! Buy second hand machines and equipment. Craiglist, pawn shops and thrift stores are great for this. I purchased my iMac on craiglist a few years ago and I LOVE it. Office furniture is another easy thing to find on craiglist or second hand. Look for businesses going out of business that are liquidating all of their left over furniture, appliances or even inventory.
 


The next step is to create a brand.
 A brand is a combination of things that make up your business' image. A logo, color scheme, typography, style etc... can all be a part of your branding. I was able to save money because I could create all my branding and website myself. Hire a designer (like me!) or if you are creative you can create your brand yourself. Start with a Pinterest board and gather images, photographs, logos, colors, textures and designs you feel represent your business. If you are creative or feeling up to the challenge, download a trial version of Adobe Photoshop and Illustrator and get to making yourself a logo! You cannot expect a designer to work for free. They have bills too! But shop around and find someone that understands your business and shares your passion without eating all of your budget.

There are tons of great free or cheap tools to create a web site yourself like Wordpress,  Wix, Squarespace and Shopify or you can hire a professional (like me :-D ). Even if you only create a basic site with a service like Squarespace, you can always hire a designer later down the road once your income is more consistent.   I do not recommend jumping in with a company like Vista Print or Yellowbook. You'll wind up with something very generic and be stuck in a contract that is ridiculous. I can't tell you the number of clients I've had that have come to me distraught because they are stuck in a contract with a company and paying tons of money for something they hate.

Marketing and advertising should ABSOLUTELY be a priority when it comes down to where to budget your money. You could have the most fantastic product in the world, but that means crap if you do not have a web presence or you have a terrible marketing strategy.

With that in mind, take advantage of all the free advertising and marketing you can. Particularly,  create a Facebook page,  Pinterest, Twitter and Instagram account for your business if you haven't already. Be cohesive with your social media URLS and brand whenever possible so that customers can more easily recognize and fine you. For example if the name of your shop is "Feathers & Arrows"  your Facebook, Instagram and Twitter urls should all be : facebook.com/feathersandarrows, twitter.com/feathersandarrows etc etc. You should use the same logo and color schemes over all of these platforms. The vibe or voice you use when posting should also remain consistent. I like to pretend that the person speaking through my social media channels is a very intelligent, chic, free spirited, traveling hippy girl, because ideally that is my demographic and also a little bit of my alter ego. I recently learned the power of Instagram and wrote about it if you are curious where to start with Instagram.
 




My last advice for the planning and branding state is this: Don't be afraid to ask for help, and do it often. 
When I began planning for my business and for my grand opening the very first thing I did was create a Go Fund Me account. Now you may be on a bigger scale with your business where you may consdier having investors, but I know I didn't want to go that route. That intimidated me. Now, I didn't get rich off of my fundraising account, but I managed to raise a couple of hundred dollars that I didn't have. It never hurts to ask. I was overwhelmed by the welcome I received from other local businesses and groups when I spoke to them about donating items to be sold or given as door prizes or goodie bags at the grand opening.

 Most people are glad to help others out, especially when it gives them a little bit of exposure as well.
 I managed to get a free cash register, chairs, and some free labor from my dad in building my retail counter.

Looking back now, I should've asked for more help.  The worst thing someone could've told me was no. All in all I feel that I learned a lot in the process. I feel very blessed to have been able to receive the help and donations that I did. I'm definitely still learning each and every day as the shop evolves and grows but I'm excited for the direction everything is moving. I plan on sharing tips for throwing a grand opening on a budget with you soon.

If you have any questions please ask and I will do my best to answer them for you. It's exciting and intimidating starting out, especially if you are on your own. If you are looking for someone to help establish your brand let's talk!

much love,
Kat

As a designer with soft spot in my heart for helping small businesses market themselves, I'm a HUGE believe in social media and its magical powers to the take your business from nada to mucho. As a small business owner, I'm desperate for any form of free advertising and exposure that I can get. Speaking from my recent personal experience I HAD to share what I've learned with you guys. I'm sure you all use Facebook, Twitter, Pinterest, Instagram and your blog in some form or fashion to promote yourself, your product or your service. If you don't, well, please start.