Magic Effects on Your Brand
In recent months, E3 Group has been attending some of the top events related exhibitions in London’s capital. As I blogged before, these events are great networking opportunities and also a fantastic chance to see new talented entertainers and keep abreast of developments in this dynamic and vibrant industry. Looking back, I have spent some time thinking about how exhibitors effectively communicated their message to attendees. The conclusion I came to was that people are much more willing to hear what you have to say if you manage to grab their attention. This may seem like an obvious point but in the events industry, with thousands of professionals attending some of the most glamorous events the world has to offer, grabbing attention is easier said than done. The stands which grabbed my attention and encouraged me to engage with the exhibitor the most were those that provided entertainment. I was not alone in this viewpoint as many attendees flocked to those stands that had entertainment on offer. I found magicians in particular to be particularly effective in generating brand engagement.
Magicians, by their very nature, set out to confuse and beguile you; not really qualities you would associate with effective brand communication. However, when followed up with an effective sales patter or brand message, the magician’s worth is clearly emphasised. Their ability to transport their audience into a child-like state of wonderment makes that audience much more receptive and less cynical than they would be with their business hats on. Magicians are experts in dismantling barriers between groups and their skills translate to almost any event imaginable. E3 Artist clients who hire a magician for live events benefit from the increased audience engagement. Corporate functions with a magician in their midst create a relaxed atmosphere for attendees and help to generate talking points for people who may have been strangers five minutes ago. Nick Reade, one of E3 Artists’ own magicians, has performed in front of celebrities such as Kylie Minogue, Emma Bunton and even for Queen Elizabeth herself as part of the Queen’s Jubilee celebrations. Nick can verify the same level of wonderment at his magic from them all, no matter the status. Any company exhibiting at a trade show, hosting an event designed to generate brand engagement or simply hosting a function in need of some adept ice breaking, should book a magician. They provide entertainment with a clear purpose and instantly measurable rewards.
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