If you're not using Google My Business' (GMB) "Opening Soon" feature for your clients or your own business, you're missing out on one of the easiest ways to build buzz and reduce headaches for new openings. I’m talking about putting your business on the map—literally—before the doors are even open.
Let’s talk about why this matters.
When Google rolled out the "Opening Soon" feature in 2018, it was a game-changer. You used to have to scramble to list a new business just days before opening, or worse, risk getting bad reviews because the place wasn’t ready yet. With the new feature, you get 90 days to prep your listing before the grand opening.
But wait—does it actually work? Let's dive into a real-life example that breaks it down.
Case Study: Urban Air Parks
Urban Air Parks is a massive trampoline park franchise in the U.S., and I’ve been working with them for years. Before the "Opening Soon" feature, launching a new location on GMB felt like trying to land a plane on a moving runway.
If you listed the location too early, Google would disable it or, even worse, people would show up to an empty lot and leave bad reviews. But now? You get 90 days to create a hype train and roll into the grand opening like a boss.
For Urban Air, I was able to add new listings way in advance, set the grand opening date, and watch as Google updated the listing automatically when the doors finally opened. I even used GMB posts to share updates and promotions. It’s like you’re opening the store before you even have to turn the lights on.
What’s in It for You?
If you’re launching a new business, here’s what you can do with the "Opening Soon" feature:
Create buzz: Publish GMB posts about your grand opening. Share exclusive deals and events to get people excited.
Show what’s coming: Add photos, videos, and sneak peeks of your business. Give people a taste of what to expect.
Set expectations: Update your business description to clarify what you’ll offer once open. Set the scene for your audience.
But nothing’s perfect, right? Here’s where I hit a snag.
Snags and Workarounds
Everything was cruising smoothly until one tiny hiccup happened—suppliers couldn’t find the location in Google Maps! That’s because Google Maps doesn’t show the business until the actual opening day. Annoying, right?
The solution? You have to go through the GMB panel to access the listing on the map. It’s not super intuitive, but hey, it works. Plus, you can share the address directly with anyone who needs it (like your delivery guy). Crisis averted.
Opening Day: The Moment of Truth
For Urban Air’s three new locations, I didn’t touch anything in GMB on the opening day—because let's be real, who wants to be the guy that messes up a grand opening? I was a little anxious, though, especially since I’m in the Netherlands and these locations are in Texas (hello, time zone chaos).
Turns out, all that anxiety was for nothing. As soon as the clock struck midnight in Texas, boom—all the listings were live and ready to go.
Lessons Learned
Here’s the takeaway: GMB’s "Opening Soon" feature is a must-use tool if you’re opening a new location. It lets you build momentum, avoid confusion, and hit the ground running on day one.
And while there are a couple of quirks (like the Google Maps glitch), the overall benefits far outweigh the minor hiccups. So, the next time you’re gearing up for a new opening, don’t sleep on this feature.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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