Direct Line Blog

Vendors pull out all the stops at Shop.org

Share this article:

The Shop.org annual summit moved to Dallas this year but it has kept some of that Las Vegas vibe by locating it in the Gaylord Texan Resort and Convention Center. Water features and wooden bridge pathways connect the resort and convention center with plenty of Texas signposts along the way, including fake cows and Western inspired scenery.

In keeping with the carnival spirit, vendors are using a variety of tactics to draw attendees from small and large online retailers alike (name tag glimpses show that JCPenney, Williams-Sonoma, L.L. Bean, Adidas, Overstock.com and others are walking the floor). There are beer giveaways, magic tricks and plenty of iPad drawings as well as one company's shameless use of Dallas Cowboys cheerleaders but the booth giveaway that caught me was at Experian Marketing Services. As I went to check in to the Shop.org conference through my Foursquare account, a "Special" popped up, so I clicked through to it, and found I could receive a $5 Starbucks gift card just for checking in to the Experian booth. As far as I could tell, Experian was the only Shop.org vendor with a "special" listed on Foursquare.

I can't empirically say whether the cheerleaders, the beer guy or the Starbucks card drew more booth visitors. Yet given that so much of the talk here is about multichannel marketing and being in front of the customer wherever she is, it seems surprising that more vendors weren't taking advantage of new technology in their booth promotions.

Next year's Shop.org conference heads to Boston, September 12-14, so we'll have to see if a New England sensibility takes over or if we're treated to Patriots cheerleaders.

Share this article:

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?