How to Plan an Open House
Whether you are relocating a business office or unveiling a new facility or project, an open house is a great way to attract new customers and retain existing ones.
From designing emails, flyers and advertisements to turning your office into an entertainment venue for one day or evening, plan on spending the appropriate time and resources to create a positive impact.
Relocating your business is not the only event that calls for an open house. Purchasing an impressive piece of equipment, celebrating a 10th anniversary, or adding a new associate are just a few good reasons to host an open house. Once you have your reason, here’s what we suggest to ensure that your open house is a success.
Step 1: Identify your audience
Determining the target audience for your open house is a first priority. Consider the purpose of your open house, and tailor the guest list to fit what you’re promoting. If you are featuring new night and weekend business hours, send invitations to the “9 to 5” workers of local businesses and office complexes. Hiring a new associate with a specialty could be a great opportunity to target a specific client or customer base for your open house.
It is sometimes advisable to include local dignitaries and organizational leaders on your list of invitees to introduce your products or services to well-known people in your area. Through word of mouth, your office may benefit from impressing involved community figures as well as local families.
Step 2: Create a budget
Before you pull out the vacuum and dust off the blinds, you’ll want to create a budget. Each facet of an open house (e.g., postage, beverages, food, advertising and giveaway items) carries a cost that your office will have to absorb. You may even need to budget to pay staff for extra hours. .
Budgeting money for giveaway items such as pens and water bottles with your company name, address and phone number to promote your business is a fun way to keep your name in front of your current and potential new customers.
Step 3: Choose a Date and Time
Every open house should offer guests a window of time to drop in and visit. A two- to three-hour window enables them to visit your office at their leisure. Weekends, late afternoons and early evenings after normal business hours are good times to choose for an open house as fewer people will have conflicts with work. When choosing a date, take your climate into consideration. Choose a month that tends to have milder weather.
Step 4: Advertise
To get people through the door, you must advertise effectively. Ads can be designed as email flyers or placed in local newspapers. If you advertise in a newspaper, request that the ad run one or two weeks prior to the event.
Your ads should clearly outline the reasons for giving the open house and the benefits of attending. Include a map and written directions to your office so people can find it easily. Make sure the ads promote any giveaways, beverages or food your office will be providing at the event.
When preparing a mailing, use your existing database of addresses to print labels for invitations. You can save money by using bulk mail and postcards rather than envelopes. To reach people beyond your existing clients, look in the phone book under “mailing lists” for companies that sell consumer mailing lists based on criteria such as geography, income, age or marital status. Compare quotes, examine services and review recommendations for the mailing list services before you buy.
Advertising and marketing should not stop once your guests have arrived. Develop a brochure to distribute with your company mission statement, history, facility information, and a listing of associates and staff. If your company offers any special services, list them in the brochure as well.
Don’t forget to include the office’s address, phone number and hours of operation. A well-constructed brochure will answer any questions new and existing customers may have after the open house.
Step 5: Get ready, get set ... go!
A few days before the event, prepare your staff for their functions and roles. They should know how they will assist and how to answer common questions about your company. It may help to make copies of the floor plan of your office and mark where you would like staff to be stationed. Once the event commences, mingle with the guests. Take a few moments shortly after your open house begins to introduce yourself and your staff, describe your company and thank everyone for attending. Be a good host and thank each and every person who attends your event.
The Payoff
An open house provides an excellent opportunity to grow your business and gain recognition, but those aren’t the only benefits. As business people, we have few precious moments with our customers in a casual setting. An open house gives you the chance to have some fun, reveal your personality and make new and prospective clients feel.
