While the pandemic was especially hard on new businesses, things are finally starting to look up. Revenue in the promotional products industry rebounded to $23.2 billion in 2021, signaling plenty of growth opportunities for the first time in years. And with buyers eager to spend this spring, and social distancing and other safety measures relaxed, it’s a great time to consider potential buyers in the grand openings market.

Grand openings are a unique opportunity for your clients to put on a celebrated event that accomplishes many business goals at once. You’ll help them make an incredible first impression with a party-like atmosphere (in-person events are in especially high-demand right now) while they establish a foothold in their community as a provider to trust.

Let’s break down how you can make an impact in this sector:

How to Target Businesses
The first thing to do when considering this market is to acquire a list of new businesses in your area. This can be accomplished by searching your local government’s website, browsing social media sources in your area or simply plugging in “new business” terms into a search engine (“soft opening”, “business opening”, “newly opened”, “just opened”, “plans to open”, etc.). You can also talk to local real estate owners to get the scoop on new storefronts opening, or you can even contact tourism boards for information about small businesses in the area.

Don’t be afraid to think outside the box either! Businesses don’t have to be brand new to have a grand opening. Especially now that full capacity events are back, businesses might be interested in having a “welcome back” celebration as they fully reopen their doors to the public. Established businesses can also put on a “grand re opening” in the wake of major renovations or relocation.

When to Reach Out to Prospects
The best time to make first contact is 3-4 months prior to your client’s big event so you have plenty of time to get the products they need. The best time for grand openings varies based on the industry, but generally most occur in spring or summer. Businesses want to hope for a beautiful day for their grand opening, both to accommodate for outdoor space and to put their patrons in the best mood possible.

The key is to remain persistent in your research and use trusted sources in your community to find the right grand-opening prospects as they emerge.

Products to Use
What products you decide to sell to your clients all depends on the industries you’re working with – obviously the needs of a fitness center are a bit different than that of a restaurant. That being said, businesses want to reach a broad audience with their grand opening event. So, consider selling them some of the most popular and versatile crowd-pleasers.

• Reusable tumblers
• Lanyards
• Tote Bags
• Coffee mugs
• Silicone bracelets
• T-shirts
• Power banks

Questions to Ask
Here are a few things to ask potential partners when inquiring about their promo needs:

• What type of event will you be having?
• How many people are you expecting?
• Will you be selling merch all year round or just doing giveaways for opening week?
• Is this your first location?
• Who is your target audience?

Checklist: Grand Openings to Consider
Be sure to ask prospects how they plan to celebrate their grand opening event. Some selling points for specific events include:

• Free or discounted services
• Block party style with music and catering
• Local celebrity endorsements
• Art exhibits
• Kid-friendly
• Fundraiser/charitable cause

Do you have any experience with grand openings? What are some tactics that worked, and what do you plan to do differently next time? Share your stories on our Facebook page.

“Draw the crowd with grand opening promotional items.” The ODM Group.