How to Get New Faces through Your Doors

Consumers are jaded. You can’t just run a sale and expect people to bust down the doors to shop. Okay, so maybe in a few weeks when Black Friday is upon us, shoppers will bust down doors, but what about the rest of the year? What about stores that aren’t traditional big box retailers?


That’s who I’m talking to, you, the small business without a marketing department or national franchiser calling the shots. How do YOU get people in YOUR door?

Have an Open House

You must have a legitimate reason (believable to consumers) for hosting an open house. Ribbon cuttings and grand openings are reasonable. Customer appreciation days are good. Use bring-a-friend offers to intice potential new customers to enter your business.

If you’re a member of a local Chamber of Commerce, consider hosting a business after hour’s event. Many Chambers do this once a month. You may pay a small fee and the cost of simple drinks and hors d’oeuvres, but you’ll bring in powerful business people from around the community.

Host a non-profit event. People like doing business with business people they like. Show your support for local non-profits. Don’t be shy. Let others know about the good work you do.

Tips for a Successful Event

Your event should have a theme. Encourage customers to participate. Set a budget. This includes both expenditures and objectives. Your objective may simply be to “get your name out there.” If you’re hoping for a high return on investment, you need to be able to compare sales and expenses.

Don’t forget the invitations! If possible, personally invite your previous customers, paying special attention to your top customers. Use your email marketing program to send invites, tell everyone on your social media network, hang signs, and consider traditional advertising as well. Make the event even more appealing by giving something away. Do a drawing for store credit or something that will appeal to your customers’ demographic.