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Magical Innovation allows Magic Management to deliver the essence of your marketing message quickly, memorably and effectively. Nowhere are these three benefits more important than in exhibitions and trade shows.

Our success in Exhibition magic stems from our ability to increase visibility, generate more qualified leads, and make your message more memorable.

In consultation with our clients, we devise and script a professional presentation, integrated with your unique message and designed to be delivered in an exhibition environment. Benefits and concepts are woven into the presentation so that they are readily understood by individuals whatever their natural learning style; visual, auditory or kinesthetic.

These live interactive 'infomercials' allow us to 'filter' the crowd and qualify prospects freeing your sales staff to sell. We will coach your staff to maximise their effectiveness at the exhibition. We will engage and entertain qualified leads until your sales staff are free to deal with them. We will suggest giveaways that actually relate to your message, your company and your products (hopefully we'll talk you out of that branded mouse-mat or T-shirt!) and by entertaining and engaging the audience with our interactive communication, your corporate message will be delivered persuasively and effectively.

Objectives

• Design a mechanic to drive pedestrian traffic to the stand.
• Provide staff to greet visitors and manage distribution of gifts.
• Present the benefits of the product in memorable interactive way.
• Filter prospects and present qualified leads to client's sales staff.

Approach

We designed a mail campaign in the form of a large card sent to all registrants which advised, "Congratulations you are a guaranteed winner - bring this card to our stand to see what you have won"

At the stand, visitors were able to 'decode' their winning ticket themselves (saving our staff the task) before collecting a prize. There were no 'losers' or 'consolation' prizes which might have led to disappointment although naturally the majority of visitors won a prize of small actual and high perceived value. This giveaway, designed by Magic Management to reinforce the key feature of the client's promotion, was an interactive puzzle and operated as a viral marketing tool, propagating the client's message as it was passed on by visitors.

Once on the stand, visitors were engaged by one of two independent presentations which explained the product's unique benefits in a fun and interactive way.

Results

Number of visitors generated by the pre-exhibition mailing was 130% above target, generating significantly more visitors for this client than at any other of their previous exhibitions.
Qualified leads were increased by a staggering 80% compared to the previous year.