Masters of Scale: A creative vending machine at a convention drew attention away from expensive booths by focusing on people instead of products.
Masters of Scale - Elan Lee's ingenious #marketinghack that outshined million-dollar booths | Masters of Scale
The speaker recounts an innovative marketing strategy used at a game convention about ten years ago. With limited funds and resources, the team of three decided to create a unique vending machine instead of a traditional booth. This vending machine was filled with people rather than products, aiming to highlight individuals and make them feel important. Over three days, this approach attracted large crowds, eventually overshadowing the expensive booths of larger companies. The key insight was that a small, creative idea could disrupt conventional marketing strategies and draw significant attention without a large budget. This experience demonstrated the power of focusing on personal connections and the impact of thinking outside the box in marketing.
Key Points:
- Creative marketing can outshine expensive setups.
- Focus on people to create memorable experiences.
- Innovative ideas can disrupt traditional methods.
- Limited resources can lead to unique solutions.
- Personal connections are powerful in marketing.
Details:
1. 👷♂️ Building Beginnings: From Garage to Convention
- The speaker shares their most incredible building achievement from about 10 years ago, initiated in their garage.
- This project eventually led to participation in a major convention, showcasing significant growth from a small start.
- The journey highlights the importance of perseverance and innovation in transforming a humble beginning into a notable success.
- Key challenges included limited resources and initial lack of exposure, which were overcome through strategic planning.
- Specific examples of overcoming obstacles included leveraging local networks and utilizing social media for marketing.
- The project not only achieved technical success but also led to valuable industry connections and partnerships.
- The speaker emphasizes the role of community support and collaboration in achieving their building goals.
2. 🎯 Standing Out in a Sea of Giants
- The team consisted of only three people working from a garage, highlighting a small-scale operation compared to larger competitors.
- The team had no budget for marketing, indicating a need for cost-effective strategies to gain visibility.
- To reach potential customers, the team attended large game conventions, suggesting a reliance on in-person events to promote their product.
- Despite the small team and lack of budget, their strategy of attending conventions allowed them to connect directly with potential customers and industry players, leading to increased visibility.
- This approach not only saved costs but also enabled them to receive direct feedback and iterate on their product quickly.
3. 🛠️ Creative Solutions: The Vending Machine Idea
- Companies are spending millions of dollars on booths to gain attention.
- Finding unique ways to stand out is crucial in competitive environments.
- Creative solutions, like innovative vending machine ideas, could provide a cost-effective alternative to expensive booths.
4. 🤝 People Over Products: Filling the Machine
- A vending machine was set up at a convention, but instead of products, it was filled with people to emphasize human interaction.
- The strategy was executed over a 3-day period, focusing on engagement and relationship-building rather than direct sales.
- This innovative approach aimed to stand out among traditional booths, drawing attention and sparking conversation.
- The choice of using a vending machine was to intrigue attendees and create memorable experiences, aligning with the company's emphasis on people-first values.
5. 🎉 Capturing Attention: From Lines to Legacy
- Delivering consistently perfect products is essential for maintaining and growing customer interest, which in turn can lead to increased engagement and traffic.
- Highlighting the importance of individuals in the audience fosters deeper engagement, making them feel valued and more likely to become loyal customers.
- Growing customer interest has tangible results, such as increased foot traffic, leading to significant outcomes like lines so long they blocked multi-million dollar properties.
- Strategies that focus on personalized engagement and high-quality offerings help in transforming initial interest into a lasting legacy.
6. 🧠 Shifting Perceptions: Breaking the Norms
- Challenging existing worldviews and norms can be initiated by simple, unconventional experiences.
- A 10ft tall fur-covered vending machine exemplifies how breaking visual and functional expectations can alter perceptions.
- The desire to make small improvements can lead to significant changes in perception and behavior.
- Unconventional experiences encourage individuals to question and redefine their understanding of everyday objects and concepts.
- By deliberately altering familiar aspects of an object, designers can provoke curiosity and engagement, leading to a shift in perception.
