I flew to Dallas this past week, and man, are my arms tired. Well, actually American Airlines flew me there and back. Just wanted to tell a bad joke.


So anyway, there I am in St. Louis on a layover, and I started thinking about how much I love people watching, and wondering how I might use that information to be a better marketer. We all know and agree, I think, that we need to be where our customers and our clients' customers are, and not only do I love to be around and watch people, I love to talk to them. It is my habit to strike up a conversation with anyone within listening range.
Since our clients often represent a variety of industries, airports seem to be a great place to meet their customers. And better yet, airports are full of sales people, and who knows, or should know their and our customers better?
So, again, I'm thinking what can I learn?
In St. Louis, the passengers are among the best-dressed of the many airports I visit throughout any given year. They also are the most hurried. And everyone seems to be talking on their cell phones. Not much chit chat in the waiting areas. But I am not deterred.
I meet a healthcare supplier and learn a bit about who her customers are and what they want. That's good because some of my clients are her competitors. I also talk with a gun salesperson, who looks more like a Texas University beauty queen, dispelling my notions of what a gun enthusiast looks like. She is returning from a Gun Conference, and wants to talk more about drinking than guns. Now I'm back on stereotypes.
In Dallas, the passengers are much more diverse--lots of jeans, cowboy boots and a few cowboy hats, which are greatly outnumbered by baseball caps. Everybody, even the security guard checking my bag for a deadly weapon, is smiling, courteous and friendly, and willing to chat. Even though the line trying to get through security is backing up.
When chatting up waiting passengers, most want to talk about their families, but will discuss their jobs if questioned. In Dallas, people actually sit next to strangers, where at most airports fliers frequently protect their space by plunking bags onto empty seats next to theirs'. Men and women in uniform are everywhere, and grateful for our concerns with their safety and our gratitude for their work.
In Hartford, everything is casual. Few passengers in suits or anything more dressy than casual business attire. No one seems in any particular hurry, many look bored, and all seem ready for anyone to notice them. I mostly found moms and retired folks to talk with. Great for my retail and healthcare customers.
Airports seem a good place for me to learn about business clients' general wants and needs as well as their customers'. Where do you go for your research? What advice can you give us? Any great experiences to share?