Do you engage with your customers?

I have just spent several days at the National Association of Broadcasters convention in Las Vegas and while it may have been my aching feet stuffed into dress shoes never meant to tread long distances on hard floors covered by micro thin carpet, it seems to me that there was not as much engagement as their should be.

With the exception of a young lady, who stepped out and asked me and the person with me if we had scanned our badges yet and when we obfuscated told us clearly we had not been scanned by her, there was not much active engagement. While her method was a tad forward I would higher for my company

I was somewhat surprised to see a distinct lack of use of social media engagement and a large reliance on capturing data by scanning badges (data which many of those companies will use to little affect).

Companies were sitting back waiting to be approached and not stepping forward and even attempting to engage as the traffic flowed past. Given the dulling affects of the walking, not to mention the general Vegas distractions (sleep deprivation, alcohol indulgence and a multitude of better places to be/see) it is very likely that both attendees and exhibitors missed plenty of opportunities. At best they will send an email or physical marketing pieces which will have just slightly better then average results.

One company which was starting a new production directory was getting people to register (via a simple name and email screen) but interesting the laptops to do this were not out front but in the back of the booth. Another good example was a company that offered to give away an iPad to anyone who followed them on twitter. Although that might have worked better if someone had actually been in the booth when I passed.

Joe Wright of Harris (via @Harris_NAB) ran a few give always in an effort to draw in people to their booth. While this had a minor affect he did not engage people those of us who had tweeted we were at NAB. Like the those standing in their booths waiting for the clients to engage them did not reach out and engage others unless they entered his sphere by responding to his tweets.

Engagement is about reaching out and starting something. Direct engagement is often a bit to pushy but there are other ways by offering something (like the giveaways or better yet by providing valuable or interesting content).

Are you engaging your target? Do you invite open dialog with people who may be potential customers or clients? Are you sitting in your theoretical convention booth hoping the good clients find you and step in and engage you?

Join me as we engage in a discussion about this important subject and how we can be more engaging.

As always, there is no better way to meet and connect with other executives then over dinner and conversation. $21 in advance via PayPal or $25 at the event gets you a full dinner, drink and the best networking around.