Sometimes, You Must Think Sideways

We all get stuck in ruts sometimes. Doing the same things, the same way.

It worked last year.
This is how it's done.
We've always done it THIS way.

It's ingrained for us to think like this. When we find a "right answer", we like to stick with it. That's how were trained in school growing up. That's how we either earned good grades and approval/rewards, or got labeled as a "troublemaker" or a "wise guy".

But in today's exhibiting world, it's important to be different. We need to be memorable and stand out from the crowd. What drives approval and reward today is much different than when we were in school.

Finding a second and third right answer is imperative. We can't be content with our first right answer. But finding additional answers can be even tough, unless we train ourselves to be life observers and are able to make "sideways leaps" to find creative new solutions and ideas.

This becomes more imperative the more mature your industry is. Companies tend to settle into methods and metaphors that have worked in the past, and in time there is little distinction in the way things are done. Processes and methods are just accepted and not questioned -- that's just how it's done.

This is exactly the problem we faced a few years back at Kerry Ingredients. At food industry shows, you sample food --- by eating it. You might think, "wow, that's cool & different", but when everyone does it, there's nothing different about it. It's a little like walking through a large cocktail party, and every 10 feet there's another waiter with a tray of canapes (on toothpicks, of course) for you to taste. The waiter is trained to tell you why his canapes are better than everyone else's. After a while you become numb to whatever benefit is presented.

Our little MarCom group was discussing this dilemma one day at the airport, while waiting for our bags. We had just completed another lackluster show. Though our products were outstanding (of course), our exhibit well placed & designed, our people trained, and success predicted by our horoscopes -- it just didn't happen.
Our bags finally came, and we went home charged with finding a new way to stand out from the crowd.

Sometime that week, somebody saw a re-run of  "I Love Lucy" where Lucy & Ethel work in the chocolate factory, and we had a few laughs at work remembering it. We also had to make a visit to one of production facilities and saw a similar process (though not nearly as funny) in actual operation.

The "assembly line" is a very common and familiar process in food manufacturing. Then, somebody remembered our baggage claim experience ...

It wasn't long until our "sideways thinking" put A + B + C together, and we made a leap to something totally new.

Why not apply this familiar experience to our trade show products?
Could our products be presented in a new way using a baggage claim carousel?
Would this be enough to jolt attendees out their numbness and create memorability?

Here was our solution ...

Our conveyor belt slowly carried our samples from our preparation area behind the wall to our visitors in front. Samples were interspersed with short product message cards, and kept fresh by "Lucy & Ethel" in back. Fortunately, our conveyor belt never got up to "Lucy" speed.

This proved to be a huge hit with attendees, who gathered around our baggage claim to see what would come out next. They were invited to sample our products, which were explained by our exhibit staff, who had no trouble engaging people in conversation.

The result: a little bit of sideways thinking gave us the unique serving approach we needed to draw attention to ourselves.

How have you used "sideways thinking" to create uniqueness and memorability for your products and/or your brand?

TSB
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Bob's Best Bites
Great BBQ is a hotly debated subject all over the country. Whether it should be beef or pork, dry rubbed or slathered in sauce -- it's a matter of personal taste and local civic pride. Austin, TX is no exception. So here's my take on just one place that I like (I'm sure each of you has your own favorite - so please tell me about them, so I can try them out, too).

Rudy's looks like a 7-11, gas pumps and all. But the BBQ is the real deal. Started in Leon Springs, TX, Rudy's now has locations extending as far west as West Texas (otherwise known as Albuquerque, NM). What makes Rudy's unique is how they serve the BBQ (see how this fits with the blog subject -- cool huh?).
You order everything by weight - so you get exactly whatever your budget and appetite can afford. Brisket, turkey  pork, chicken, sausage, they've got it all. And be sure to let them know it's your first time when you visit. You get a little extra special treatment. I prefer the moist brisket, with lots of napkins.

Where do you go for your favorite BBQ -- or better yet -- what unique serving methods have you run across?

TSB
1-888-9-ASK-TSB