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/F\ RAND OPENINGS! Crand

\ll Re-openings! Home Improvement Fairs! Why are some jammed with people spending freely, while others have sparse attendance?

Atmosphere, activities, attractions and advertising make the difference, explains Bill Guzardo Sr., president of Market Builders, Kerrville, Tx., who has been staging events ofthis kind for over l0 years. "Something for the entire family and something happening every hour of the day."

Story at a Glance

Grand opening guru shares success formula. people want bargains, product demonstrations, door prizes and entertainment, in that order. advertising, excitement and good buys mean financial success.

He cites a survey of four different markets to determine attendance. "The results were the same each time so I feel comfortable using them. People rate value first, information (product demonstrations) second, door prizes third and entertainment fourth."

Using these guidelines, Guzardo has developed a strategy combining advertising, demonstrations, prize drawings, entertainment, freebies, celebrity appearances, music, remote radio broadcasts and food.

Advertising is a triple thrust: an eight page, four color tabloid on Wednesday or Thursday for a Saturday opening; a color newspaper ad on Friday; radio from Wednesday. After evaluating the available newspaper, he selects either 1000/o mail or a combination of mail and newspapers for circular penetration. In addition to bargains, advertising lists events including times for prizes, demos, gifts, shows and celebrity appearances.

Radio advertising is carefully evaluated not only by considering the surveys and interviews with station personnel but also by listening to available stations and demo tapes from each. Guzardo recommends seeking a professional voice that doesn't advertise for other local businesses. Using a highly visible spokesman will give commercials more authority, he adds.

Guzardo is quick to point out that advertising the right products at the right price is not enough. You have to have the merchandise in stock and take good care of the customers. "Hug 'em when they come in and kiss 'em when they leave," he laughs, adding, "Preparing the staff is something the dealer should not overlook."

Discussing what to advertise, Guzardo says, "We have all been taught to advertise a recognizable bargain on page one of any circular. However, you have only one grand opening, so buy some business with loss leaders, including building products, on the cover."

"A dealer should alert his suppliers and tell, not ask, them what he expects including a better price, coop funds, preferably 1000/0, a demonstration of how to install the product and products for door prizes, specifying what he needs."

A 15 to 20 minute entertainment act appealing to the entire f4mily, such as a ventriloquist or a magician, usually performs about five times a day at an event planned by Guzardo. "Professionalism is the key," he says.

Siskiyou Forest Products

His guest celebrity is someone who also appeals to the entire family, such as a sports star. Pictures to be autographed are printed with a phrase such as "Look who I met at XYZ Lumber's Grand Opening."

"You spend some money here," Guzardo cautions. "A good entertainer takes $500 a day plus travel and a sports celebrity, $500-$2500, depending on how popular he is."

Knowing the size of the market, Guzardo can estimate how many people will register for door prizes. The entry blanks, which ask questions about future projects and needs, become effective survey tools. Door prize winners are announced over the PA during the day as well as on the remote broadcast to build interest.

Having a local group, preferably a high school organization, sell cokes and hot dogs works best, Guzardo believes. The store buys the food and the group collects the profit. An organization using it as a fund raiser generates a lot of enthusiasm, incentive for people to attend, public service announcements and publicity.