Uncommon Questions

We all strive for originality. We want to stand out, to make a great first impression. A great deal of money and time gets spent on stand design an build and the results are sometimes breathtaking. That uniqueness however is seldom translated or transferred to our approach on a personal level. We excel at business…

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“Captivology”

  There’s a new book on the block – Captivology: The Science of Capturing People’s Attention The 221 page book, written by former Mashable editor Ben Parr provides a framework of 7 “Captivation Triggers” that Parr says “trigger shockingly predictable and quantifiable responses in the mind.” They are: Automaticity: Using specific sensory cues like colours,…

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Law #3

The 3rd Law in the 22 Immutable Laws is the Law of Publicity.  The focus of the original law in was to suggest that branding strategy should “develop first from a publicity point of view.” Exhibitions are fundamentally a PR exercise.  Problems can arise however when they are viewed primarily as a selling platform.  In…

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Law #2

In my outline of the application of Law #1, The Law of Expansion, to exhibitions I warned against the “throw everything at the wall and hope something sticks” approach in terms of giveaways, presenters etc.  Law #2, The Law of Contraction serves to re-enforce that approach. It’s all about focus!  The trade show floor is…

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The First Law

The 22 Immutable Laws of Branding by Al & Laura Ries is a classic text; “..distilling the complex theories and principles behind this key marketing term into twenty-two easy-to-read vignettes…”. At Brandmagic our intention has always been to provide a service that strengthened a client’s brand rather than diluting it and so we love this…

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The Everyday Extraordinary

It may seem a little over the top to be be asking for extraordinary from a trade show stand but it seems to me that if you intend to distinguish yourself from all of the other “ordinary” stands it is actually essential. From the moment that the doors of the show open you are expected…

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5 Reasons You Haven’t Used a Trade Show Magician – and why you should!

I recently read that “magicians receive the highest ratings for product identification and recognition” at a trade show.  So why aren’t more people using what is apparently such an effective tool in creating a successful trade show experience? Well there are 5 types of risk that purchasers experience.  All 5 are probably lighting up your…

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Mind the Gap – Tradeshow Showmanship!

  Human beings are naturally curious. We don’t like not knowing. If one person stands in a street and looks up eventually there will be a crowd of people all looking up. Most of those won’t even know what they’re looking at! And that’s the point – “What are we all looking at?” That’s the…

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Wake up the Lizard!

Did you know that learning was an emotional process? It’s driven by the release of the chemical dopamine and that is controlled by the emotional part of the brain, called the limbic or sometimes lizard brain. Actually the dopamine suppresses another chemical called glutamate which excites the brain, but too much glutamate and cells die.…

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The MAGIC of Trade Show Success

A few years ago I posted a video which outlined my thoughts on how to make your exhibition experience successful.  It was originally a “test” video and I didn’t really give it any more thought.  Since I posted it however I have had a great deal of positive feedback and engaged with a number of…

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