Launching a new attraction like Jordan’s Furniture’s “IT Adventure Ropes Course” in New Haven is a major undertaking. Generating hype, targeting the right audience(s), and maintaining momentum take a lot of advanced planning and a clear strategy. Here are the top 5 most important things to keep in mind when launching a new attraction on social media (some which Jordan’s has in the bag and a few they might use in the future):

1. Do your research early. Social media is a learning curve, but it’s critical that you conduct user and audience research ahead of time. Get boots on the ground to determine where your likely visitors will be coming from, and get very familiar with those areas. Then decide on your target demographic. Who is making the decision to visit your attraction, and who is actually coming? Who are your influencers (see #3)? Build your social media profiles around two or three ideal visitors, and keep them in mind when it comes time to generate content.
2. Create a custom hashtag. This may sound like a no-brainer, but it’s easy to get wrapped up in using hashtags from your influencers and forget to create your own, or wait too long to share it. When you launch your social media accounts, which should happen at least three months before your doors open, decide on a primary hashtag, and stick with it. There will be plenty of opportunities to use special event or holiday hashtags once your attraction opens, so be consistent with one term and share it everywhere, on every post.
3. Excite your audience before you launch. When you’re finally ready to open your doors (or turnstiles, or ticket windows), make sure there are already people out there talking about you. Share sneak peeks and behind-the-scenes previews as you prep to launch. Let your followers know about special deals on admission, or offer a prize to the first 10, 50, or 100 visitors. Creating unique opportunities for your earliest supporters will encourage them to share their excitement and anticipation with others.
4. Invite influencers to your attraction. Build a buffer period into your schedule between completion and opening so you can invite influencers to experience your attraction first. Doing your research early (see #1) will help you identify who will generate the greatest exposure ahead of your launch. For an attraction like IT at Jordan’s Furniture, influencers include parents active on social media or connected to the local audience with elementary to teenage children who will enjoy the ropes courses while their families shop. After the event, post photos and videos branded with your attraction’s logo and hashtag that influencers can share on their own social media networks and blogs to make spreading the word as easy as possible.
5. Keep the momentum going. A lot goes into launching a new attraction, and once visitors start filing in, it can be easy to lose your momentum. But every day your attraction is open is just as important as launch day to draw in new customers. Keep the photos, videos, and engagements coming. Not on Snapchat yet? Test out different social media channels for a fresh surge of content. And as always, make your content as easy to share as possible to help your fans help you.

Social media is a powerful tool for launching a new attraction. And while real-time engagement is important, much of the heavy lifting is done before you even open your doors. Be sure to do your homework and maintain consistency and your turnstiles will be spinning before you know it.