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Turning corporate moves into marketing opportunities

How to maximize the impact of a move

Consider how your customers will view your move

By Sharon Berman

Congratulations, you’ve done it! You’ve located new space for your business or you’re expanding your existing location. Perhaps you’re remodeling and starting from scratch. Maybe it’s a new branch office, or you’re leaving the city and moving to the wide open spaces. Whatever the reason, in the tumult and hectic times of preparing for a move, you may overlook a terrific marketing opportunity. Here are some methods to maximize the marketing impact from your move, expansion, or remodel.

Before you unpack

First of all, plan ahead. You’ll be planning the details of your move or remodel, right? By planning ahead for your marketing, you can take advantage of opportunities that will be reduced or lost afterwards.

Consider for a moment how your customers will view your change. Unless you clearly explain the reasons and the benefits to them of your change, they’re likely to harbor questions and concerns. The key is to answer your clients’ questions before they know what the question is!

Talking the talk

– In the case of an in-place expansion you can say, “You’ve helped to make our business strong and we’re expanding to meet your current and future needs.”

– If you’re moving closer to a key market, you might say, “We’re focused on serving you, our loyal customer. To enhance our ability to respond to you rapidly, we’re opening a branch close by.”

– Perhaps before a remodel you’d tell your customers, “We’ve been in business so long with so many loyal customers like you that we’ve wearing out our interiors. To help our staff better serve you, we’re remodeling!”

Another key question concerns how you found your new or expanded space. Is there an opportunity to partner with another firm for promotional purposes creating a win-win situation? Maybe it’s a co-op advertisement in a business publication announcing your move and the name of the firm or broker who helped you find the space. Depending on the nature of your business, the same broker or agent might be willing to pay the postage to announce the move or expansion to your colleagues or customers and another opportunity to tell them about the benefits of your products or services. Don’t hesitate to ask for promotional benefits such as discounts or offsets, especially just before you write that very large check to the vendor!

After the deal closes

Some businesses rarely (or never) send out press releases. This is the time to start and increase your visibility with your prospective and current customers, and referral sources. Your press release should say when, where, why the business will be moving, and some of the key details such as the new square footage, expanded phone system, better customer parking, etc. The “why” is key. Include a quote from the president or company spokesperson explaining the reason for the move, remodel or expansion, and thanking clients and colleagues for making business so good.

Getting smaller, getting larger

What if you’re moving to smaller, not larger quarters? In today’s world moving to a smaller space can be a plus indicating an increased use of technology, more telecommuting employees, or more employees based at customer sites. If you don’t clearly and effectively explain why you’re seemingly downsizing, your clients and prospects may assume you’re business is in decline…and stay away!

But what if your business is in decline, and you’re moving to smaller quarters. What then? As above, the same answer may apply, but with a different twist. Although your move to smaller quarters may be to reduce operating expense, it will also help your firm to become “leaner and meaner” to better serve your customers’ needs! The latter message is what want you want to communicate to your markets.

Consult a public relations handbook for the typical format of a release or use a public relations consultant. Send the press release to publications such as local community and business publications, and the “trades” which cover your industry.

Putting on a new face

Is this the time for a revamp of your corporate identity? Announcing a move, expansion or remodeling can be an ideal time to take a hard look at your corporate identity program. Does your logo and marketing material reflect the image you want to communicate to your markets, or does it have a 70’s look because no one has had time to focus on it? Since you may be reprinting the firm’s letterhead with a new address, take the time to analyze the image you’re presenting.

Depending on where you’re moving you may want to consider using the building or a distinctive feature of your office as part of your marketing materials, such as on the front of a brochure. This is especially true if you’re moving into a “signature” building, one that’s known for it’s unique design. For example, the entry doors at Arthur Anderson’s old headquarters were a stylized part of the logo for many years.

Promoting the possibilities

Moving sales are time-tested methods of reducing inventory and freeing up cash at a time when you’re likely to need cash! Clear out of wares that you’d rather sell than move. Hefty markdowns on slow-moving goods to stimulate quick sales are often more cost-effective than paying to move and restock the inventory. And, it’s another opportunity to keep your name in front of your customers.

Everything is an advertising medium today, and remodeling shouldn’t be any different. During the move or remodel, if customers may be inconvenienced so use clear unambiguous signage letting customers you’re not only open, but also growing to meet their needs. Consider posters of what the business will look like post-debris!

In and settled

After the move/remodel/expansion, you have many promotional opportunities. Send your announcement cards with your new information…even if you don’t believe you have new information to share! You may not be changing your address or phone number, but you’re changing the way you work, so let your clients know how it benefits them!

Party time!

Post-move may also be party time! You’ll want to invite your clients and prospects to see your new space. Consider having small groups of key clients in for a more personal affair and to let them know how much you value their business. Or you can do it in one big blast. Don’t skimp on the goodies. It’s a great opportunity to make a first-class impression, so go first class. Even a warehouse location can make great party space. Remember, this is a key selling opportunity, and a vital time to do “maintenance marketing.” Make sure to have plenty of your marketing materials on hand for those that want to take them. If you’re moving, consider shredding your old letterhead for confetti to put inside party invitations, or using it at your party!

Send out another press release announcing that your move/remodel/expansion is now complete, including another quote from the boss reinforcing the benefits to the customers and prospects!

So, breathe another sigh of relief. You’ve marketed your move to the max…till the next time!

Sharon Berman is principal of Berbay Corp., a Tarzana-based marketing consultancy.

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