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What is this?
Are we the best thing since warm bread?
Published Friday, March 27, 2009
I have always wondered why the folks at the Natchez Convention Center do not look to national retailers like Walmart when it comes to marketing Natchez.
The behemoth from Bentonville, Ark., spends a lot of time developing marketing techniques that will entice customers to buy.
Do you love the smell of fresh baked bread? Walmart and other national grocery stores are betting on it.
When I was working for Walmart’s architects, it was partly my job to make sure plans of new stores specified a small piece of ductwork that pumped the smell of baked goods from the bakery to the store’s entrance.
Walmart uses aromas as just one of the many ways to entice customers to put down their grocery lists and let cravings and emotions influence their buying decisions.
If Walmart does it, then why doesn’t Natchez?
Since January 2009, the Natchez Convention Center has hosted more than 3,000 people. Using an equation provided by the state, Convention Center Director Walter Tipton has calculated the direct economic impact to Natchez so far this year to be $1,824,488.
That’s betting that the average person spends $180 a day when staying in Natchez.
But why should we be content with just $180 a day? What are the techniques being employed to entice visitors to spend more in Natchez?
Where is the aroma of fresh baked bread drifting through the air? If you walk the halls of the Natchez Convention Center you would be hard pressed to find anything that is the equivalent of that small piece of ductwork in a Walmart store.
In fact, on some days it is hard to find someone who is the equivalent of the Walmart greeter.
There is no sign that says, “Welcome to Natchez.”
There is no friendly smile behind a counter waiting to answer conventioneers’ questions about Natchez.
If you need to know how to get anywhere in Natchez, there is no desk with a sign marked “Information.”
There are no large images of historic homes, the beautiful Natchez City Cemetery or other Natchez sights that might entice visitors to explore more of the town.
There is no coordinated effort to hand each and every conventioneer a hospitality bag filled with material touting all that Natchez has to offer.
All there is to offer is a table filled with a few brochures and maps.
And when the convention center closes for the night or sits empty, the center leaves an entire city block in darkness — literally.
If the convention center welcomes so many people to Natchez, what kind of welcome are they getting?
Natchez spends a lot of money on billboards, magazine advertising and other marketing efforts to attract people and conventions to the area.
What are we doing to entice the people we do attract to do and see more during their stay and also to go home and tell their friends about their stay? What are we doing to bring them back?
Who knows? One of the thousands of conventioneers that visit Natchez each year could tell one of their friends about their wonderful stay. That welcoming smile, helpful answer or colorful brochure could lead to another 1,000 person convention.
It could be the next best thing since the smell of fresh-baked bread in Walmart.
Ben Hillyer is the Web editor of The Natchez Democrat. He can be reached at 601-445-3540 or by e-mail at ben.hillyer@natchezdemocrat.com.
Comments
Posted by natchez1 (anonymous) on March 27, 2009 at 1:06 a.m. (Suggest removal)
Ben
Great article -
Natchez also does not have signs to any points of interest. We don't even have a sign to the convention center on the highway or signs to "Historic Downtown Natchez".
Downtown we don't have signs to any parking - I assume the city still rents the large parking lot behind the Zion AME across from Kings Tavern. Tourists would park there if they knew they could.
Every other town with just a fraction of what Natchez has to offer, uses signs to direct or tempt passing motorists. Signs making Natchez a tempting spot to stop a while could entice tourists like Wal-mart's baked bread aroma.
Posted by ntz143 (anonymous) on March 27, 2009 at 2:28 a.m. (Suggest removal)
Great job, Ben...I have had concerns about the lack of "warmth" from the Convention Cente staff when it comes to visitors. I know of a couple from out of town who wandered into the Convention Center looking for info. They had to wait quite awhile before they were assisted and when someone finally addressed them, it wasn't anybody from the office or sales staff, it was a very nice African American woman from the back. Is there some type of educational criteria to be employed as part of the sales /front office staff there? Do these people have experience in marketing and/or public relations? They definitely need some serious training on "southern hospitality".
Posted by OldGrandDad (anonymous) on March 27, 2009 at 8:12 a.m. (Suggest removal)
Amen, Natchez1. We need signs pointing to the Historic Business District like all other towns that have historic business districts. We need areas for tourists (shoppers) to park and public restrooms for them. Then we need signs to direct them. All other towns that want tourist dollars have these simple courtesies.
Posted by BobHenkel (anonymous) on March 27, 2009 at 9:47 a.m. (Suggest removal)
Good article Ben.
Kinkos can make foam-core posters of various Natchez highlights in virtually any size--cheaply. The Center can place the posters in street windows and along corridors. With all that street-side glass those windows should be thought of as free billboards for Natchez’s houses and sites. Hey Garden Clubs are you listening!?!?
“Hospitality bags” are expense and labor intensive. However, in a contract with any convention using the center, there could be a clause that the organization has to include one Natchez-related flyer or brochure in the bag.
As for the "good smelling" stuff, isn't there a coffee concession in the center? No reason why they can't make apple pies during business hours--they sure smell good and entice purchases. (Think to yourself why do we all feel so drawn to Cinnabon at a mall?)
Posted by reneef (anonymous) on March 27, 2009 at 2:33 p.m. (Suggest removal)
Actually "hospitality bags" are not always that expensive. An individual can get 10,000 for 33 cents a piece at eproms.com. I sure the city/convention center could find much better prices. I have put them together for several conventions.The bags themselves would have to be purchased but usually the local business that hope to get business from them attendees will provide items to put into the bags. And it doesn't take that much time to put the items in the bag.
Posted by southernbelle (anonymous) on March 27, 2009 at 2:43 p.m. (Suggest removal)
Good article ,Ben. It's such a nice building and in a great location but it really does leave a lot to be desired. As for the garden clubs, they are and always have been great for Natchez,but..... we need new people here in our beautiful little city with fresh ideas and new energy. We need people that have their fingers on the pulse of our assets and know what to do to make this town come alive again. This year Pilgrimage has been so much better than in the recent past years. I'm sure better than since Katrina. I ,personally believe Southern Living magazine breathed a little oxygen into March for us. There are a lot of repeat visitors from nearby towns and states that love to come back to see the houses but are very disappointed in the same old play at the theater(which is real cute the first five times you see it) and the same old tired Historical Pageant. We need new blood with lots of energy and passion to see this town grow. New ideas that understand todays market. The WalMarts and Cinnabons of our world understand that to appeal to a wide range of people you have to zone in on all the senses in the human body. Even the casinos realize this as they use sight, sound,taste,touch and smell to brainwash its victims into giving away their monies. We want to be able to bring people in and spend their money and leave here knowing that got there moneys worth ,while planning on coming back and spreading the word that Natchez has been a well kept secret for too long. We can be the highlight on the Mississippi with the right marketing and work from our local citizens and politicians. This is the place to have strong leadership and is a great opportunity to whomever it concerns. Think about it.
Posted by goodoleboyslikeme (anonymous) on March 28, 2009 at 5:41 a.m. (Suggest removal)
Spot on, Ben. The convention center should be designed to "immerse" the visitor in what Natchez is "selling". Murals, music, displays, video, sights, sounds, aromas (as Southernbelle pointed out).
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