Ask a Business Expert

A: The obvious answer is to inform your customers that you are moving. However, you have to understand that your move is not necessarily a high priority in their lives. This means that telling them once isn't enough. You need at least five forms of contact (preferably more) where you are conveying that message to them.

Some of the forms of contact should include:

• Signage — anywhere that you can think of putting a sign and informing your customers, put it!
• A letter or postcard prior to the move informing customers of the date of the move.
• Another letter or postcard a couple of days before the move, either saying we're almost in our new location or there are only a few days left before we move to our new location.
• A grand opening celebration. You don't have to be a retailer to have this type of celebration — even lawyers have grand opening celebrations. This is generally some type of cocktail party, inviting your customers and of course the press or media.
• Press releases — let's not forget this important and free method of letting your customers know where you are moving to.
• Another mailing, email, fax (however you like to communicate with your customers) about a month after the move. Send them a letter letting them know how much you love your new location.

To sum up the events that are required, the operative word is overkill. As much as you inform your customers you will still have people say to you that I didn't know that you moved. I didn't mention advertising in newspapers, radio, or TV, but the more of that you can do, the better it will be. Understand that you want consistency, rather than one big ad. In other words, it is better to run 20 one column by four inch ads saying that you are moving or have moved than to run one big ad informing people. Good luck with the move!