The Tale of Two Food Vendors

My dad and I recently took a trip to check out First Monday Trade Days in Canton, Texas (about 40 miles east of Dallas). It’s a huge “classy flea market” and a shopper’s nirvana held monthly with over 100 aces of shopping and tens of thousands of people in attendance.

When we were looking somewhere to have lunch, I saw two competing food vendors and was reminded of the importance of advertising. The first vendor’s stand was covered in bright-colored panels and pendants waving in the breeze that called attention to his stand. His featured food was displayed graphically and with impressive signage. There was no doubt that the food looked appealing and if you chose his stand, you would soon be enjoying “JUMBO” sized food.

The neighboring food vendor had a larger space for his stand with an attached gray tent and banners promoting his “Burger & Fries.” And even though the second vendor offered seating, a definite plus for shoppers, you did not know what his food looked like or if he offered anything else besides burgers and fries.

I felt myself drawn to the more colorful display, and I was not alone. Throughout the four hours, we were there, I notice more people consistently purchasing food there as opposed to going to the food vendor with the drab gray tent.

The moral of the story is simple – the key to success in business is making sure that your business stands out from the crowd by investing in the right kind of advertising.