Start building anticipation before you open
Don't wait until opening day to start marketing. Set up your Google Business Profile and social profiles weeks in advance, and start posting behind-the-scenes buildout content to build anticipation.
"Coming soon" content (buildout progress, meet-the-team posts) tends to generate genuine local interest and gives people a reason to follow you before you even have services to book.
Design your opening offer carefully
An opening promotion should attract genuinely interested new clients, not just bargain-seekers who won't return at full price. Consider offers tied to a future rebooking (e.g., a discount on your second visit, not just the first) to encourage retention from day one, not just a one-time discounted try.
Local press and community outlets
For a genuinely new business (not a rebrand), local community Facebook groups, neighborhood newsletters, and even local news outlets are sometimes open to covering a new local business — a brief, professional outreach email costs nothing to try.
Convert opening excitement into lasting retention
The real test of a grand opening isn't opening-day traffic — it's how many of those clients return. Have your review request and rebooking habits in place from day one, not as an afterthought once the initial excitement fades.
Don't overbook your opening week beyond what you can deliver a great experience for. A rushed, understaffed opening-week experience can undo the goodwill your marketing built.
Frequently asked questions
How far in advance should I start opening marketing? Several weeks to a couple of months is common, depending on your buildout timeline — start as soon as you have a confirmed opening timeframe and something genuine to show (space progress, team, services).
Should I do a soft opening before a full grand opening? Many businesses do — a soft opening lets you work out operational issues with lower stakes before your full public marketing push.