At the end of January, Eservus will be announcing a promotional partnership with a well-known Toronto company (hint: they’re in the transportation business). We’ll be promoting our partnership with this company through a number of channels, including special events in the lobbies of some of our property manager clients’ buildings. Lobby events create a unique opportunity to interact with tenants in a much more personal way than, say, a building newsletter or tweet, and it’s that face-to-face aspect of lobby events that makes them an indispensable part of a property manager’s tenant engagement strategy.
Eservus has been doing lobby events in cooperation with our property manager clients ever since we launched in November 1999. Over the years, we’ve learned a lot about what makes for successful events … and by successful, of course I mean engaging. You only have a few seconds to grab people’s attention in the building lobby … after all, tenants in the lobby are always on their way to somewhere else – to work, to lunch or to a meeting – which makes it difficult to capture their attention. So how do you increase your chances of engaging your tenants as they stride through the lobby to somewhere else? Here are a few lessons that we’ve learned over the 17-plus years of doing lobby events:
Create a Visual Focal Point
Make sure you have a lobby display that’s big enough to grab people’s attention. There’s little use in simply positioning someone at the building entrance to hand out postcards – people will just walk by. Eservus uses a professionally designed 10’x10’ display and ancillary signage with two or three people to create a presence in the lobby that’s hard to miss. We work with our property manager clients to set up in a high-visibility, high-traffic location to maximize opportunities to interact with the tenants.
Attract and Maintain a Crowd
We’ve all done it … you see a crowd of people and you want to know what’s attracting their attention, so you wander over. If you attract even a small crowd to your lobby event, you’ll observe first-hand the behavioural-economics principle known as social proof: People will be drawn to do what they see their peers doing. One way to attract visitors is to feed them: Eservus usually has cookies on hand to entice tenants to visit us in the lobby. But cookies are a short-term draw … people can just grab a cookie and walk away. What you want to do at this point is engage the tenants with something that’s fun and interactive, like a game, that gives you a chance to talk to them about why you’re there. Eservus has used iPad apps where the tenants have to enter a code to crack a virtual safe, or find the Eservus logo behind one of three doors à la Let’s Make a Deal. People don’t mind waiting a minute or two to play a game that they see as fun, helping to build the crowd and attract even more attention to your event.
Keep Your Eyes on the Prize
It doesn’t matter how big or small they are … tenants love prizes. Make sure your engaging game has some sort of prize attached to it, be it a random draw that tenants are entered into or an instant-win prize that they get on the spot. This adds to the element of fun and engagement that you’re trying to create, and the excitement shown by some of the prize winners draws an even bigger crowd!
Eservus plans to use even bigger and better engagement tools in future lobby events, including interactive games on large touch-screen monitors to make playing the game more of a group experience. So if you see a crowd in a Toronto building lobby later this year, wander over (you know you’ll want to) … it might be Eservus’s new promo partner!
Kirk Layton is the president of Eservus, an online corporate concierge company servicing over 30 property management companies in Toronto, Calgary, Vancouver and Boston.