Category: marketing

How to Create Buzz for Your New Small Business

Many clients I meet with are launching new businesses. It is important for them to attract attention and make their presence known in order to gain their first customers.

My husband and I opened our pizza restaurant in a busy shopping center in a small town. Our future customers watched with interest as the 7,000-square-foot addition to the shopping center was constructed and divided into four retail units. They peeked through the windows to watch the progress of the interior and tried to estimate how much longer it would be until our restaurant opened for business.

Despite all this attention, we still wanted to make a big splash, so we invested in a marketing blitz. Here are some of the strategies we used.

Join the Chamber of Commerce

Local Chambers of Commerce provide valuable support and connections for small business owners. We attended Chamber meetings and met many local business owners in the months leading up to our opening.

Chamber members are often very supportive of fellow members, and many of them became regular customers of our restaurant.

Hold a Grand Opening Celebration

We worked with our franchise team and the Chamber of Commerce to plan a grand opening celebration and ribbon-cutting event.

We advertised on the local radio station, and the Chamber president, town manager, and a local radio reporter attended the event. The reporter interviewed us, and the interview aired on the radio for several days. We also shared samples of our pepperoni pizza and breadsticks with attendees.

Place Yard Signs Around Town

We purchased inexpensive yard signs and placed them throughout town in the yards of friends and in front of businesses that gave us permission. Yard signs are highly visible to passing drivers and helped increase awareness of our upcoming opening.

Send Out Coupons

Our franchise provided legal-sized coupon sheets that we were required to distribute monthly. About a week before our grand opening, we had thousands of coupon sheets inserted into the local newspaper.

This strategy helped introduce our restaurant to potential customers before we officially opened our doors.

Advertise Locally

Local radio advertising is an affordable way to attract attention from new customers. We began running ads several weeks before our grand opening.

We also placed advertisements in high school basketball programs and local hotel guest information booklets to increase visibility within the community.

Engage the Local Community

We intentionally used local businesses for as much of our build-out as possible, including carpentry, plumbing, and HVAC services. We used a local print shop for our yard signs and employee manuals, purchased office supplies from a nearby stationery store, bought insurance from a local agent, and hired a local accountant to prepare our taxes.

As a result, many of those businesses visited our restaurant when we opened, and many became loyal customers.

We opened our business in 2000—before social media marketing existed in the way it does today. If I were opening a new business now, I would also include these strategies.

Establish an Online Presence Early

Create a website, establish your Google Business profile, and set up your social media platforms before opening day.

I would begin publicizing the business several weeks before the planned opening. Short videos and reels could be used to show the progress of preparing the restaurant, introduce employees, and preview menu items. These types of posts help build anticipation and excitement.

Share News with Friends and Business Contacts

Use email, newsletters, social media, and even traditional mail to announce your new business to friends, family, and professional contacts.

I would include photos of the restaurant, food, and staff, along with links to the website and menu. Coupons and special offers can also help encourage first visits.

Use Content Marketing to Build Interest

YouTube videos and blogs can help educate potential customers about your business, answer frequently asked questions, and share tips or behind-the-scenes content.

A historic building in our town is currently being renovated to resemble its appearance from 50 years ago. The owners are documenting the renovation process on YouTube and sharing stories about the building’s history. Local residents have also shared memories connected to the business. One of those videos has received more than 69,000 views.

This type of storytelling helps people feel emotionally connected to a business before it even opens.

Build Relationships with Complementary Businesses

Partner with businesses that serve the same customer base but do not compete directly with your company.

For example, if you own a lawn care business, you might build referral relationships with power washers, HVAC companies, carpet cleaners, plumbers, or handyman services. All of these businesses serve homeowners and small businesses, making them valuable referral partners.

It is important to promote your business widely in the weeks leading up to your opening. You want excitement and curiosity to build so that when you finally open your doors, customers are eager to walk through them.

What creative ideas have you seen businesses use to promote a grand opening?

Attract Holiday Shoppers Online and In-Store

If you want a successful holiday season, your first task is to attract shoppers to your business. You can do this by creating enticing marketing promotions, decorating your store or website to capture attention, and offering a warm, welcoming atmosphere once customers arrive. Here are some creative ideas to help you draw in potential shoppers this season.

Brick-and-Mortar Retail Stores

  • Design eye-catching window displays. Use creative holiday décor—especially pieces that include movement—to attract attention. Feature new or seasonal merchandise and rotate displays every week or two to keep things fresh.
  • Showcase your bestsellers. Include a “Christmas Wish List” in your window with products ranging from your most affordable to your premium items to show that you have gifts for every budget.
  • Add digital displays. Use a small screen or slideshow to highlight featured products and inform potential customers of your inventory even when your store is closed.
  • Create a festive atmosphere. Holiday music and simple refreshments—such as hot cider, coffee, or cookies—encourage shoppers to linger.
  • Offer samples. If you sell food products, let customers taste-test items before buying.
  • Provide seating. A comfortable spot for companions of shoppers can extend how long customers browse.
  • Host exclusive experiences. Reward loyal customers with special early-access shopping events or trunk shows.
  • Plan special appearances. Invite Santa or a local musician to entertain shoppers and bring in more foot traffic.
  • Provide gift-wrapping services. Partner with a local school or club to offer gift wrapping as a fundraiser.
  • Give back. Donate a portion of profits to a local charity and promote this partnership in your advertising and in-store signage.
  • Highlight local products. Share the stories of your local suppliers with framed displays or flyers near their merchandise.

Restaurants

  • Offer limited-time holiday menus with festive entrées, desserts, and beverages.
  • Collaborate with nearby businesses. Partner with local retailers to host early shopping breakfasts or special dining-and-shopping packages.
  • Support local artisans. Allow artists or craftspeople to display and sell their items in your waiting area.
  • Create relaxation packages. Partner with a nearby spa for a “break from the holiday hustle” special, or offer a couples’ package that includes a massage or carriage ride.
  • Offer holiday catering or “take-and-heat” meals for customers who want festive food without the work.
  • Host themed events. Plan fun nights like “Ugly Sweater Night” or “Grinch Night,” and reward participants with a free appetizer or dessert.
  • Give back to the community. Support toy drives or local charities and reward customers who participate with discounts or free items.
  • Feature live entertainment. Invite local musicians or choir groups to perform during the season.

Online Shopping Sites

  • Run strategic promotions. Announce limited-time offers on your social media platforms and create urgency with countdowns or flash sales.
  • Engage your customers. Use email campaigns to promote new products and upcoming specials.
  • Add festive website elements. Incorporate holiday-themed banners, animations, or gentle falling snow to create a seasonal feel that keeps shoppers on your site longer.
  • Simplify purchasing. Offer free shipping, easy returns, and multiple payment options—including digital wallets—to reduce purchase hesitation.
  • Bundle gifts. Create curated gift sets and lists organized by price point, recipient, or interest.
  • Encourage return visits. Send special discounts to first-time buyers or reminders to customers who left items in their cart.

Final Thoughts

These strategies can help attract shoppers to your store, restaurant, or website—and keep them engaged once they arrive. Be creative, offer variety, and maintain a welcoming atmosphere. When your business feels festive and customer-focused, you’ll not only increase holiday sales but also build long-term loyalty that lasts well beyond the season.