talkmagic.co.uk

For those of you that specialize in trade show/corportate work.....uhumm MR. Lewis.......anyone have any suggestions on ways to intigrate the product/business into the routine. I can think of and use some myself but would love to hear some other ideas of examples of ways you have done this in the past.

I have done an ACR routine and had the spec select a card......I then openly write the business I am representing on the face and then go into the routine with patter about how "business xyz always seems to rise to the top - that is why you want to go with them!"

I also use a business card routine that I use for my own cards (built a sven deck of b/c's) and use a similar story about how "business xyz seems to stand out from the rest!"

Utilizing a companies logo match books/packs in routines and handing them out as souveniers as well.....



One last thing.....does anyone charge extra for prep work if a company wants this too be done or do you simply feel it is part of your duty?

I see moodini still wants something............................

I've always fancied working solely as a tarot card reader at trade shows. "I see you having an uncontrolable urge to buy your widgets from Acme & Sons. And thus, so shall it be."

Money for old rope. I want a share! Point me in the direction of people who book these things!

I was booked once to do handwriting analysis at a trade show by the organisors of the show rather than the exhibitors. It was the first time I saw trade show magicians in action. Seth Kramer was there as well as Danny Orleans. I thought "I could do that".

So I did.

Yes I work trade show floors for organizing groups all the time.....but have been getting somr requests to do actual "in booth" work for some clients.....I do corporate hospitality nights, but they are different....the client is already a customer and that is why they were invited...still some promotion goes on but not a bunch.....I am assuming a trade show gig would expect more incorporation into the patter, etc.

I do 4 trade shows a year as an exhibitor, another 8 - 10 as a buyer. I can't talk from a Magician's point of view who's commercially worked a show because I've not done that. I can talk from an exhibitor's point of view though.

"generally speaking", there are 2 kinds of trade shows.

what I refer to as "industry shows" are very specific. in most cases, most of the exhibitors already know most of the buyers. the purpose of the show is primarily to meet and greet existing customers, hand out new catalogs and prices lists, and present any new products. if you were going to incorporate anything meaningful into a routine that really benefited the exhibitor, it would introduce or highlight their new lines, or draw attention to anyone watching who is not an existing customer.

the other kind of show I refer to as a "general sourcing" show. this type of show is typically where the exhibitors of the industry shows go to buy/source their new lines. I exhibit at a show like this where I am one of around 5,000 exhibitors. the show attracts around 75,000 buyers. Not all 75,000 buyers are in the same industry as me, so as an exhibitor in this kind of show, what I am really wanting to do is to be visited by as many of the ~ 5,000 - 10,000 people who may be interested in what I'm selling as possible.

As an exhibitor, the last thing I want, is to have a booth full of "tyre kickers" and time wasters who's only reason for stopping by is to see your card trick. on the other hand, nothing attracts a crowd to your booth... like a crowd in your booth. anyone who has ever worked a trade show will tell you, people seem to come in "droves". you're either dead quiet or flat out busy. no middle ground. there are many psycological reasons why a potential buyer is more likely to visit a booth full of other customers than a booth with no customers, suffice it to say, if you are attracting crowds you are helping... if you are integrating something into your routine that highlights whether or not a spectator is a potential buyer... you are made of GOLD! and if you get a feel for buyers who's only reason for stopping is to see your ACR... and you learn when to take a break so they leave... well, you become a very valuable asset.

Bobby Cat's post is very valuable indeed because it sees things from the exhibitors point of view. That is actually more useful than all the yap in the world from a trade show magician who only thinks he knows what exhibitors want.

I think it is absolutely essential to incorporate a sales message into the script. It is actually far easier than it seems. I recommend the Eddie Tullock method of doing so. You do not change your act. You should know that backwards, forwards and inside out. The trade show floor is not a place for experimentation with new tricks.

No. You change the words only. You leave gaps in the script and change the sales message only. So if one week you are representing computer software and the next week you are representing toilet paper you can go from one to the other with comparitive ease and with the minumum of rehearsal. You will still have to work on it but it will be a heck of a lot easier.

Some magicians do charge extra for all this preparation. I don't because if you use the above system the preparation isn't that much anyway. Half an hour to work out the script and another two hours or so to perfect it and you are away. But don't change the act. Just leave the gaps and change the words where the gaps are. So the tricks are exactly the same and so is your timing. Only the sales messages change.

Bobby Cat's point about "tyre kickers" is well taken. Sometimes a magician can be a detriment as well as a help since he can attract lots of time wasters. However more people is certainly better than no people and crowds do lend a certain air of excitement to the proceedings. I would imagine an industry show as Bobby Cat pointed out this would be less of a problem but for a more "general sourcing" you have the danger that you over attract people.

My policy is like that of a svengali pitchman. When I sell svengali decks I draw a large crowd the majority of whom don't want a deck. However at the end those that do stay and purchase and those that don't disappear.

This is exactly what I do at a trade show. I draw a crowd and there will indeed be a number of people who will be of no value to the exhibitor. However at the end I invite those that are potential customers to come on the booth and they often do. Those that are not interested just pass on and don't hang about. The salesmen then take over. So that way I work the percentages.

I qualify the decision makers by asking a question during my wondrous svengali deck routine. I cut the deck into many piles and say to someone "where do you think the jack of clubs is? Here? Are you sure you don't want it here? Or here? It's a big decision isn't it? Talking about big decisions hands up those of you here who make the buying decisions in your company?" The hands go up and the reps take note of this for future reference. Now when I know who make the decision makers are I can work more specifically for them than anyone else. These are the people I will be trying to amuse. I continue by saying to the reps "keep an eye on these people" It gets a laugh.

At the end of the demonstration I say something like this. "that is the end of my little show. If you have enjoyed it tell your friends. If you haven't enjoyed it then don't tell anyone. Before you leave I would like to conduct a survey. Those of you who have now absorbed the sales message that ABC widgets will profitise your digits raise your hands in the air. Thank you." I now look slyly at the reps pointing to the raised hands saying "we've got some good leads here" That gets a laugh from the crowd. I then continue "Now hands up those of you here who couldn't care less about ABC widgets" A tiny few hands go up and I turn to the reps pointing to the spoilsports and say "avoid these people" That gets another laugh but it gets the message across that we are there for business not just for amusement.

I then conclude, "all joking apart, come on the booth, pick up some literature, speak to our friendly consultants and they will advise you further and answer any detailed questions about ABC widgets. May God bless and keep you because I can't afford to. Thank you very much and goodbye."

The crowds disperse and those that are interested come on the booth and chat to the reps and those that aren't just disappear and don't waste anybody's time. Those that are potential customers will be in a much better buying frame of mind because the ice will be broken and they will often start with a friendly chat to the salesmen about the magic they have just seen. They know a little bit about the product already because I have put a bit of product information already into the script of the show.

I am a cross between a pitchman and an entertainer. What I do at a trade show is virtually identical to what I do as a svengali pitchman. The only difference is that I don't growl so much at the customers and smile at the neighbouring vendors instead of swear at them.

When you are being paid anywhere from $1000 to $3000 per day it is amazing how polite you can become.

mark lewis wrote:I qualify the decision makers by asking a question during my wondrous svengali deck routine. I cut the deck into many piles and say to someone "where do you think the jack of clubs is? Here? Are you sure you don't want it here? Or here? It's a big decision isn't it? Talking about big decisions hands up those of you here who make the buying decisions in your company?" The hands go up and the reps take note of this for future reference. Now when I know who make the decision makers are I can work more specifically for them than anyone else. These are the people I will be trying to amuse. I continue by saying to the reps "keep an eye on these people" It gets a laugh.

At the end of the demonstration I say something like this. "that is the end of my little show. If you have enjoyed it tell your friends. If you haven't enjoyed it then don't tell anyone. Before you leave I would like to conduct a survey. Those of you who have now absorbed the sales message that ABC widgets will profitise your digits raise your hands in the air. Thank you." I now look slyly at the reps pointing to the raised hands saying "we've got some good leads here" That gets a laugh from the crowd. I then continue "Now hands up those of you here who couldn't care less about ABC widgets" A tiny few hands go up and I turn to the reps pointing to the spoilsports and say "avoid these people" That gets another laugh but it gets the message across that we are there for business not just for amusement.

I then conclude, "all joking apart, come on the booth, pick up some literature, speak to our friendly consultants and they will advise you further and answer any detailed questions about ABC widgets. May God bless and keep you because I can't afford to. Thank you very much and goodbye."

BINGO!

Moondini, no doubt there are a million ways you could do this kind of presentation. just make the style you use, one that complies with the following criteria:

attracts a crowd.
helps differentiate serious buyers from "tyre kickers".
features the exhibitor's key messages/products/information.