A day in the life of a small business at the OCCC
The theme parks are not the only thing luring in tens of thousands of visitors every single week and there is no question the Orange County Convention Center is our local economy’s true bread and butter. For many industries, our conventions are also an integral part of their networking and success, helping businesses make connections they would never make any other way. And attendees spend big money to be here – major expenses for small businesses.
“It’s the best risk you have to take,” said Mike Christopher, Sales Director at Ross Direct Digital.
This past weekend, the National Automobile Dealers Association (NADA) Convention & Expo, the automotive industry’s event of the year and the world’s largest international gathering place for franchised new-vehicle dealers, came into town. The NADA brought thousands to International Drive, including a team of employees from Ross Direct Digital, a small business advertising and direct mail agency based in Woodstock, GA, just north of Atlanta. As a marketing agency, they now push digital solutions as well, taking auto dealers into the new digital frontier.
It soon became clear why they were here and how successful these events are for everyone involved. The convention floor quickly heated up with activity.
“So much of what we do is relationships in this industry,” said Alex Woodward, Director of Business Development. “We want to come and meet the dealers who are as excited about their brand and advertising as we are.”
So how does a small business in a big industry with the likes of Ford, General Motors and Toyota stand out at the Convention Center? The technology, big names, new cars and huge convention floor raises the bar. For Ross Direct Digital, creativity with a focus on direct mail and digital application was the easy answer: build a lounge and connect with dealers. Their lounge with full service bar, comfortable modern couches and hip colors executed one of the standout displays on the convention floor.
“We want to create a no-pressure lounge experience for auto dealers to escape the chaos of the expo floor and to relax in a casual environment to discuss their dealership’s marketing needs,” Mike Christopher added.
Ross Direct Digital, now in its 13th year, understands that relationships are the key to any business success. Their small and dedicated team came to Orlando equipped with three tablets, digital and direct mail samples and only a few other materials. Thanks to the latest technologies at the Convention Center, bar codes and QR codes on convention badges allow vendors to quickly scan and collect contact information from others, eliminating the need for all those business card swaps or contact forms.
“We only sell what we have proven success with,” said Kassandra Thomas, Senior Account Executive. “Our industry is all about reputation and we’re judged every month by our clients’ success. It becomes counterproductive if we are only looking for short-term profits. We’re looking for long-term partnerships with dealerships, that benefit us both.”
The lounge allowed them to have real conversations and plant the seeds of a long-term relationship. The agency even designed the lounge digitally before arriving in Orlando. Furthermore, the company spent additional money at the local IKEA, as well as shipping six couches from Tampa, only adding to their already substantial investment in the Florida economy.
Despite the upfront expense to have their “lounge” in the Convention Center, the Ross Direct Digital team was already celebrating midday on Sunday after a great sit-down with potential clients. The positive reactions didn’t stop. “This lounge is fantastic!” yelled one local woman who was drawn in as she walked by.
“We already made a return on investment for being here,” said Bill Locke, Vice President and COO. “There’s already been enough new business contacts made and we will be focused on building long-term relationships to pay off over the year ahead. This one event legitimizes leads for the next 6 months or more.”
In a global economy, these conventions also allow companies to get face time with clients they usually only email or call. For Ross Direct Digital, that meant setting up meetings with some of their local clients while in town, including Tropical Ford on Orange Blossom Trail.
“We’re here to talk about them and their needs, more than we’re here to talk about us,” said Mike Christopher.
“If a business doesn’t have a digital component, you’re not being seen by your consumer base,” added Kassandra Thomas. “It’s faster, easier and more convenient for the customer. Digital is very much a part of the advertising world. By combining the targeted power of direct mail with a digital component, our client’s customers have the luxury and convenience of contacting the dealer however they feel more comfortable – via phone or online application.”
By the end of the long weekend, founder and President Todd Neidorf seemed very pleased with his team and the results of their time at the Orange County Convention Center. The opportunity to make the personal touch and spend time in the Convention Hall and at various parties and functions off International Drive, cultivates and nurtures the relationships that are so critical to success in any industry.
Bill Locke wrapped up his participation before greeting a vendor he works with regularly, but rarely gets the opportunity to visit, by stating very certainly, “I have been attending the NADA conventions for over a decade, but this is the first time we’ve been an exhibitor and definitely will not be the last.”
