Ideas Needed For a Surf Store Launch

I’m opening a surf store in April, selling clothing to a target market of approx 25-35. I do have some money set aside for launching the store but it’s pretty tight so any ideas for creating a buzz around the store without spending very much money would be greatly appreciated! Especially any slightly ‘off the wall’ ideas.

Secondly, bit of a space problem.. I’ll be holding a launch party which we are looking at having over one hundred people turning up to. The problem is, the store will only hold fifty.. I thought about having a lunch in a bar instead, but then that seems slightly pointless.. Any ideas?

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Jay’s Answer: Hold the launch party in the parking lot and continue it into the store. Setup the parking lot as an ocean. Ideas include: get a big “jumpy” structure (that’s a blow-up wave), inflatable aquatic animals, jellyfish helium balloons, park boats in the lot, etc. That will set the “scene”, and that’s where the food, music (surf, naturally) will be. Allow people into the store in groups at “high surf” only (every 20 minutes), and have the undertow pull people out every 20 minutes, to create movement. Consider having fashion shows and/or a costume contest.

As for buzz – I don’t know your location, competition, or what will make your store unique. But consider creating a series of very short videos about surfing and posting on your website, etc. Show surf movies 24/7 projected on a wall the public can see when driving by. Offer local surfers a discount on your store if they bring in their surfboard that has your advertisement on it (so when they are surfing, people see the ad).

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