The campaign has to start weeks before the opening, not days
The most common mistake we see: the marketing campaign starts just days before the opening, leaving no real time to build genuine awareness around the location. Successful campaigns start weeks ahead, building anticipation gradually rather than a sudden announcement.
Target the surrounding area first
Before thinking about a wide-reaching campaign, focus on the geographic audience close to the store — the people who can actually visit on opening day. Campaigns that target too broad an audience waste budget on people too far away to ever come.
Opening day needs a real reason to show up
An ad that just says "we're open" isn't enough. There needs to be an actual reason for someone to attend — an opening-day exclusive offer, an on-site activation, or an experience different from any regular day. Curiosity alone brings very few visitors.
Don't forget the first two weeks after opening
The campaign doesn't end the moment opening day is over. The first two weeks after launch need continued marketing follow-through so the momentum doesn't suddenly stop, and so the visitors who came on opening day actually come back.