Well, I was at the new Canada Hosted Buyer Show in the last two days, and I saw it again: aesthetic services as a means to attract traffic at a tradeshow booth.
With a card stamped by all partners attendees could go to floor #2 to have their photo taken by a professional photographer. And attendees had the option to have their make-up re-done/touched up! The photographer took 16 shots of me, and had me select my preferred one. The attention to detail was commendable. Both the make-up artist and the photographer were very engaging young professionals. I was told to expect my photo by email the day after the show.
So how is this different from some of the other tradeshow booths I have seen?
First, the outcome adds value beyond just looking good. Who today doesn’t need a professional head shot for their social media accounts or website?
Secondly, this booth was employing young people from a professional aesthetics school, Parisax Académie, who hope to go into theatre or special events. There’s a tie-in there and a bit of CSR by encouraging young, local talent.
Thirdly, this was gender-neutral. I saw lots of men going up there, who never would stop at a booth to get their nails buffed, but they got their photo taken.
I had a great exchange with all the partners. I can’t give them business, but these conversations led me to write this blog. And hopefully this increases their exposure and drives more business their way! So for those readers who thought I was a humourless purist, there you have it.
You can do something like this. Just make sure it ties back to business and that you provide solid business value.