“Impact Marketing Services’ Opening Launch Plan and Grand Opening really helped me develop my customer base, increase sales and get my shop off the ground. They managed all the advertising planning and details and we handled the customers. It was absolutely money well spent everyone at IMS has been very helpful.” -- Bob Stumbaugh, Meineke Car Care franchisee, Apopka, FL
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The Opening Launch & Grand Opening is vital to a new store's success.
Benefit and Value of the Opening Launch Program:
Customers find the store faster so Franchisees achieve break-even quickly!
Purpose of the Opening Launch Program:
- Franchisees focus on build-out, permits, inventory, staffing, and developing business relationships in the community
- Advertising funds are used with vehicles that will deliver the greatest impact
- Plans are tailored to the specific market area
- Costly advertising mistakes are avoided
- No more “do-it-yourself” advertising
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IMS Implements the Plan from Beginning to End
Every Plan is developed for each franchisee’s specific market area and implemented in three phases:
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Pre-Opening Phase Designed to build awareness for the store before opening day while the franchisee focuses on the build-out
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Soft Opening Focuses on building awareness for the new location, products/services and driving customers to the door from day one
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Grand Opening Includes Business-to-Business Open House and Two-Day Community Grand Opening to propel the store to achieve and exceed break-even faster
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IMS Determines the Greatest Market Potential
IMS will work with the franchisee to determine the specific geographic market area. This area will be carefully analyzed by assessing the following characteristics to determine the areas with the greatest sales potential:
- Identify the number of target consumer households, by age and income, that will purchase products and services
- Determine the number of target business prospects with appropriate employee size in specific target industries that are most likely to buy in volume
- Identify the specific geographic areas with highest sales potential
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Outdoor Signage Announcing Opening Events
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Coming Soon window covers and Grand Opening banner
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Rooftop balloons, Cloud Busters balloons
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Vertical flags/ Flexblades – flexible banners
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Media Investigation, Planning and Placement
IMS will carefully identify and screen all media options, work with the franchisee in media selections, place the media, and coordinate all ads, direct mail postcard printing and mailing.
Media options may include:
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- Television – local network and cable TV, with consideration to programming that remains a “live view”
- Radio – target stations with two remote broadcasts from the store, minimum of 20 commercials per week per station
- Solo direct mail – jumbo 11” x 6” color postcard with locator map, address, telephone number and special offers mailed to the target businesses and residents in the specific market area
- Major daily newspaper – Post It Notes or free-standing inserts distributed by zip codes near the store
- Community newspapers – color, placement, size of ad determining factors.
- Shared mail / coupon magazines – reaching 10k to 50k households near the store
- Door Hangers – distributed to homes around the store
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Event Planning and Implementation
Local events will be planned and coordinated by IMS and will include:
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