im opening a new business and want to ask the collective for a couple of ideas..
should i keep it secret until it opens? or tell it to everyone asap?
any ideas for free pr? ive made provisional contact with some papers/radio/tv news for some editorial..
never done it before..exciting!
Depends what it is. Usually, get as much info out there as possible ASAP, and build it up to an opening. Although its hard to give any good advice without knowing more details.
lbs but at the mo dont want to say where....
I would recommend sitting down and thrashing out a media release to begin with as it focuses your message. Nothing flash - just the most important points at the top, no marketing/brochure talk and quotes from the relevant parties, contact details and keep it to one page if possible. You're in control of it so you send out to your contacts (in the morning usually) when you're ready. If you already have contacts that will help you, take them out for a beer or a lunch and they will probably be more conducive to helping you out. Always better to make journos feel a part of something rather than just a commentator.
As the most effective form of publicity and promotion is word-of-mouth I would suggest letting people know as soon as possible.
As scottyjohn suggests it would help if you provided more information - you never know your first customers might be reading this thread!
Sorry - you have just posted what your business will be!
Not the one in you're profile then 
Good luck with the venture, word of mouth to get it going.
Any forums you are a member off add the shop website address as you're signature.
facebook fan page with regular updates on progress before opening and info about services, deals after opening, keep it regular.
Patrick Quinn did some books on The Secrets of Succesful Copywriting and The Secrets of Low budget Advertising.
But as it says here:
http://www.thecyclingexperts.co.uk/opening-a-bike-shop/
"The reality:
There is a popular saying in the industry which goes something like this: "If you want to make a small fortune in the cycle trade, start with a large one." "
Sponsor/ organise a local event, it's really good at getting the word out, and if you are there to answer a few questions/ provide some flyers etc the personal approach seems to mean a lot to people. And those are the people you want to use your services. This generates word of mouth, interest and possibly some media interest. I
did this last year in may and generated four new customers.... Ok , not many but their spend since was over 20 times the outlay.
if you don't talk about it hows the word gonna spread?????
you could try a publicity stunt on your opening day - maybe set up some rollers/turbo and keep a bike pedalling for 12hrs, collect for a local bmx park, offer a free cycle mot, free coffee and cake, beer, topless waitresses, naked pole dancers, brothel out back!
You need to do something with the launch that makes it a story and not just a "new x shop is opening" press release.
Is it the first x shop ever, or the first in your area? Can you do an event at the opening? Break a record or give out freebies?
Know any celebs? Contact all the local cycling clubs, and get them to update their members. If its opening in the spring summer, then a BBQ with a local DJ and free food and beers would work well. Best to work out what your Unique Selling Point is and really push that to all the people you contact, and build a focus on it at your opening BBQ/gig
Oh and contact the suppliers and see if they can help with freebies at the event. Maybe get your local fuzz involved and a do a bike tagging / marking session at the opening, that might help you get more column inches in the local rag
Having had a little experience in New Store openings (not bike shop) I would suggest that 6-8 weeks before you open is a great time to start a media campaign. Ensure you have a recognisable logo and start generating your brand recognition.
So start small " such and such is coming" then "4 weeks to go", "3 weeks to go".
Generate some excitement through curiosity. On opening week, if you can afford it take out a full page spread, or even a cover of your local free rag, with lots of congratulations from local store owners, a profile about you and what you aim to achieve, maybe a free cycle check, and some discounts.
Be careful though even if you are just using your local free rag this can get expensive. I have always found it cheaper to sit down with the advertising editor and get a fixed price before charging in.
Jay
thats cool...loadsa great ideas! its a 2nd shop so im alright for ideas when its open just never done a new one(as i bought an existing shop) liking the topless waitress's! i had a well endowed promo gal at fort william once and she went down a storm....
Alienating female riders must be so rewarding. Then again, downhillers mostly don't know what a girl looks like do they?
May I say Cycleworlduk your website is pretty confusing to order from - the menu on the left makes my eyes go screwy 
thanks for the web comments,ive passed em onto to my designer..that said it seems to work ok.weve got a revamp coming this year! 
ive never meant to alienate females from either my shop or my stall at fort william but the realistic situation is most of the audience at these events is male...im just catering to the market..but i probably wouldnt get "sex to sell" again.although it did get a lot of attention....
i had a well endowed promo gal at fort william once and she went down a storm
swallow?
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