How To Draw a Crowd at a Conference

I’m in Winnipeg, Manitoba participating at the CAUBO (Canadian Association of University Business Officers) Conference this week. One of the Principal Partners, Sodexo, put the US Open on one of the booth LCD screens and it didn’t take long before the crowd you see above formed to watch Tiger Woods defeat Rocco Mediate in sudden death. I’m not quite sure how Sodexo turned the audience into interested leads, but given the difficulties vendors face trying to drive traffic their way, this should go down in conference books as a textbook case on how to build an audience.