Make your opening count

Get the most out of your opening event

“You never get a second chance to make a first impression.” It's a mantra imagocoach Zabeth van Veen lives by, and recently shared with our entire team. The same goes for your brand or business. Whether you're launching a new company, moving to a new location, or opening fresh doors, your opening is a unique opportunity to leave a lasting impression on employees, clients, and even your new neighbors. Make it memorable. Make it matter.

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Kirsten

Flik

Creative Director

A successful opening

How then? In our opinion, you need the following ingredients for a successful opening.

1. Over the party

An opening event is more than just a party. It is an impactful communication moment. When is it a success? Do you want the highest possible turnout or do you opt for small but nice? What are your goals and how do you make them measurable? Also think about the statement you want to make with the opening, the story-to-tell. A new building is the perfect alibi to get your story across the stage.

2. The concept

A good event is not a one-off, but part of your marketing and communication strategy. A clear concept also guides your communication (invitation, registration, post-event communication) and program implementation. So easy. A concept consists of a creative idea, statement and practical translation. That may sound heavy and substantive, but you'll see that a good start is really half the work in the end.

3. Shout from the rooftops

Who do you want to reach and receive at the opening? Think in terms of personas, make groups out of them and think about how you can best reach these groups. By mail, in person, via Sales or LinkedIn? This requires some customization, but really increases the chance of qualitative and quantitative attendance.

In particular, involve colleagues in the opening. Get them excited about the plan and ask them to help invite relevant guests. If the party lives internally, this will ensure a higher and higher quality turnout. Consider organizing an internal kick-off and getting your colleagues excited. Then it will be 'our' opening instead of 'your' opening.

4. Drumroll please

Out with those scissors! In 2020, we no longer cut ribbons. We're going for an opening moment with impact, goosebumps and effect. Think of a 30-member choir, abseilers bringing the key and your building as a mega-big movie screen. Your guests made the effort to come, so treat them to an experience!

5. Interaction interaction interaction

Did we mention interaction yet? The days of one-way communication are over.

6. A picture says more than 1000 words

During the opening, the entire building is a piece of cake. So don't forget the photographer and videographer, so you have a spot-on report of the building and the workplaces. Of course, it's also great content for post-event communication.

The effect?

An opening is so much more than an opening. It's a great time to tell your story to employees, customers and stakeholders. Even though the event lasts a few hours, the effect before and afterwards lasts for weeks. So put your brand or company in the spotlight!