Why some work

DOOR PRIZES!

"lt's a big letdown to drive up to a grand opening, park, open your door and hear nothing," Guzardo comments. "At my grand openings, live product demonstrations are in full swing (often on the parking lot). Music is lively, interrupted with exciting announcements. Banners and flags are flying. Balloons are bobbing 75 ft. above the store and from endcaps. Everyone including the staff is having fun and showing it."

Guzardo depends on local disc jockeys for music customers will like. "ln most cases, they're willing to record 120 minutes of No. I hits," he says. But, he warns, don't play the music over the store's PA. To intermix announcements, the system must have separate volume controls for music inside and outside as well as for the MC announcing door prizes and demonstrations

The MC or announcer keeps the excitement high, informing customers about prizes, demos, five minute specials, free gifts and entertainment. "Select an energetic personality," Guzardo advises. "Usually you can hire a local disc jockey, but he has to be able to shuck and jive."

The same applies to remote broadcasts, he emphasizes, adding you must provide the station with plenty of background material about both the event and the store to help them sell it on the air.

Organizing a successful major promotion involves hundreds of small details, takes alot of time, knowledge and enthusiasm. Helping dealers with these promotions is something Guzardo enjoys.

CELEBRITY to sign autographs, full shelves and attractive displays are important parts 0l a grand opening celebration. The same goes lor grand re-openings.