Building a new location is always exciting, and I believe it is never too early to start promoting a new truckstop or travel plaza.
Don’t be afraid to put up “coming soon” signage as soon as you begin construction on the site. Once people see activity at site, they will be curious about what new business is coming into the neighborhood.
I’ve noticed that one large NATSO member that builds 40 to 50 new locations a year adds a high-rise sign right away with an “opening soon” banner covering the gas and diesel price signs. When the location is within a couple weeks of opening, management illuminates the gas and diesel price signs with all 9’s to let everyone know they are getting close to opening.
You can also get the word out about the location through social media, letting people know that not only are you coming soon, but that you’ll be bringing jobs and valuable tax revenue to the local community. Social media can also be a useful tool to help you recruit new employees.
Don’t forget to promote the business with your local media and news outlets. They can report on the business that you are bringing to the area and the important service that you will provide to the traveling public and commercial truck drivers.
Right now, the critical role trucking plays is fresh on everyone’s mind due to the COVID-19 pandemic.
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