MARKETING STRATEGIES: Caution, Wet paint
Mar 1, 2001 12:00 PM, Beth Mattson-Teig
New retail centers face ever-increasing pressure to open for business as quickly as possible. Sometimes, this means hoisting grand opening banners just a few yards away from wet paint, drying concrete and other telltale signs of unfinished construction. With so-called “soft” openings becoming more common, marketing professionals are adopting a variety of new approaches, from shopping center previews to mini-grand openings.
