Entertainment at Trade Shows

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					?Trade shows offer a different but very interesting venue for various entertainment
artists. Because people move around and performances are very seldom arranged at
specific times, a performer's main job is usually to attract and keep customers by the
stand.

However, a skillful performer can attract a big group at the same time and develop a
good overall feeling about the company he's working for. I often found that some
people don't come immediately to visit the stand after the performance, but interest is
awakened and they come later the same day.

As a magician I have worked on many trade show events and found different ways to
promote the client and their products. Magic is good because people are generally
very interested in it and I have found that the company message is easy to deliver
disguised in a magic trick. The magic performed can use the company name or
product, thus linking the sales message with magic itself.

Different attraction methods has been used by companies; musicians, jugglers, loud
sound effects and even theater but nothing works better than a seasoned performer
who can gather big crowds in minutes. As in street magic, we need sound, color and
movement to attract attention, it is a good idea to work on a slightly elevated stand
from time to time, but once some onlookers are attracted, the interest is developed and
more will come.

Once the customers are around the stand, the sales staff has a better chance to move in
on them. This is why magic is good, because it can hold peoples interest for many
minutes and those few minutes might be the difference between a sales person making
a contact or not.

I have had special cards printed with the company's logo and message printed on the
other side. When doing a card trick I make a visual card change in the customers hand
and give the changed card as a souvenir to keep. This is very strong, because first of
all the customer has an object to keep that changed in his hands impossibly and he
will show it to others and tell them the story. The others will hear where this happened;
the company name and the magicians name get free promotion. If he tells this story to
his mates at the trade show café, one simple card trick can attract many more free
customers per day to the stand. This is the power of good magic!

A magician at a trade show stand can create a much more memorable image of the
company than a standard, often boring stand could ever do. Many trade shows stands
are uninspiring, except to those particularly interested in the product. People walk
around and see the same type of stands over and over again, and we need something
to really awaken their interest, get them to stop, wake up from their day dreaming
state and visit this interesting stand. Using a magician as an attraction creates a
different image and can easily make this company stand out from the others offering
the same product or services. It also makes you memorable, and sometimes at trade
shows this is all you seek.

The best way to do this, for me as a magician, is to use close up magic and impromptu
stand up performances by the stand. I might start slowly with close up and get some
people interested and then slowly turn it to a more public performance. For the stand
up shows, I use a wireless microphone, some colorful items in the beginning that
change fast and some custom build sound effects in between effects. Humor is also
very important, and once a good crowd is gathered, the important message is simple
to deliver. If done correctly and professionally customers will remember this company
and they get many new potential clients.


Kim Wist is a professional magician and one of the most successful performers in
Finland, web site: Kim Wist