Every year during the South by Southwest conference, thousands of Austin businesses let big companies sponsor events at their venues to get more customers to come through their doors. The conference is brining tons of people to town, so why not give them a reason to come inside your store too? It seems like a no-brainer.
But to one Austin bar, Craft Pride, it was all about avoiding the SXSW sponsorships and parties. Instead, the owner chose to cater to his regulars, by keeping things low-key and business-as-usual.
It may seem like this bar is missing out on the conference buzz, but in reality, they earned more word of mouth by doing the opposite of what everyone else was doing.
By focusing on their loyal customers and not just the mob of people in town during the conference, they got the attention of the people who will talk about them the most: Austin locals.