Successful promotional strategies.E&S Gallery hosts a grand re-opening Sometimes solutions make more sense when they come straight from the source--entrepreneur to entrepreneur. That's why we're introducing a new column to Enterprise, "In Your Own Words," an entrepreneur's first-person account of how they solved a business problem or took advantage of an opportunity. In our first installment, Walter Shannon Jr., founder and co-owner of E&S Gallery/Doll Graphics in Louisville, Kentucky  “Louisville” redirects here. For other uses, see Louisville (disambiguation). , details his company's strategy for promoting a cost-effective grand re-opening. You'll learn how to get publicity through the media and organize promotional events. In 1997, E&S Gallery moved from its eight-year-old suburban strip mall strip mall n. A shopping complex containing a row of various stores, businesses, and restaurants that usually open onto a common parking lot. Noun 1. location to the heart of downtown Louisville Downtown Louisville is the largest central business district in the state of Kentucky and the urban hub of the Louisville, Kentucky Metropolitan Area. Its boundaries are the Ohio River to the north, Hancock Street to the east, York and Jacob Streets to the south, and 9th Street to , Kentucky, to be closer to the city's growing tourism and convention business and to be easily accessible to E&S's out-of-town customers. West Main Street, home of an arts and science center and sports museum The Sports Museum was a sports museum in Singapore, located in the West Entrance of the National Stadium. The Sports Museum was established in 1983 to preserve and showcase Singapore's sporting heritage. , was our No. 1 choice. Shortly after completion of a $175,000 renovation of the building, my wife Cathy, who is director of sales and marketing, and I scheduled grand re-opening activities during the last week of April, which coincides with the Kentucky Derby Kentucky Derby One of the classic U.S. Thoroughbred horse races. It was established in 1875 and run annually on the first Saturday in May at Churchill Downs track in Louisville, Ky. With the Preakness and the Belmont Stakes, it makes up U.S. racing's coveted Triple Crown. , the most exciting time of the year in Louisville. We started planning the event three months prior and spent approximately $7,000. * We needed a name to "hook" business leaders and government officials to our kick-off ribbon-cutting designed to attract the downtown business customer. Fortunately, the renovation of our building was partially funded by Louisville Community Development Bank, which was created as part of a community Empowerment Zone initiative and heavily supported by the former mayor (Jerry Abramson). He was more than happy to give key remarks along with the bank's CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. , Kim Burse burse n. 1. A purse. 2. Ecclesiastical A flat cloth case for carrying the corporal that is used in celebrating the Eucharist. [Late Latin bursa; see bursa.] , and other elected officials. * We hosted daily "sports art" exhibits to attract sports enthusiasts in town for the Derby or visiting the sports museum. A reception and artist signing for existing and new customers featured works from two Kentucky artists. A second reception, designed to attract new customers, out-of-town visitors and local customers with their Derby guests, featured renowned African American African American Multiculture A person having origins in any of the black racial groups of Africa. See Race. artist Charles Bibbs. Total cost: $2,000. * A mailer went out containing a formal invitation to the ribbon-cutting, a schedule of events and work from the three artists. Total cost: $1,500. * We purchased spots on three local radio stations and stations in Cincinnati and Nashville, Tennessee “Nashville” redirects here. For other uses, see Nashville (disambiguation). Nashville is the capital and the second most populous city of the U.S. state of Tennessee, after Memphis. . Total cost: $3,300. * We sent press kits and made personal calls to local TV, radio and print media. Some provided "free" coverage of our events. THE RESULTS: * Sales were up 65% to $6,270 from an average of $3,800 per week. * More than 100 people attended the ribbon-cutting--triple our projections--and nearly 700 people came through the gallery from Nashville, Cincinnati and other cities. * Our staff appeared on a local TV program that highlighted Derby events to promote the grand opening week activities and Charles Bibbs' work. * Charles Bibbs did live remote and on-air phone interviews on radio stations in Nashville and Louisville promoting his upcoming visit. * An article appeared in the local newspaper and a local television program featured the gallery in a special small business segment and also covered the ribbon-cutting ceremony. AT A GLANCE E&S Gallery/Doll Graphics 706 W. Main St. Louisville, KY 40202 502-568-2005 A full-service art gallery specializing in general and museum-quality framing and design work and art publishing. Employees: 5 Annual revenues: $500,000 Mission: To launch a successful grand re-opening to boost sales Result: Sales increased 65% during the grand re-opening week WHAT THE EXPERT SAYS Regina Lynch-Hudson owner at the Atlanta-based public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most firm, the Write Publicist pub·li·cist n. One who publicizes, especially a press or publicity agent. publicist Noun a person, such as a press agent or journalist, who publicizes something publicist . * Make the event newsworthy news·wor·thy adj. news·wor·thi·er, news·wor·thi·est Of sufficient interest or importance to the public to warrant reporting in the media. news . "Inviting a well-known artist like Bibbs helped draw more attention to the event." * Get local support. "By luring local and regional patrons through direct mail and the media, you reached more diverse clientele." * Recognize deadlines when contacting media outlets. "Contacting media decision-makers in a timely manner increased their chances of publicizing the event." |
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