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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What Time Does The Show Start?

If a trade show opens at 10am on a Wednesday, you’d be forgiven for thinking that that is when the show starts, but you’d be wrong. The truth is that, as soon as you set foot into the building, whether it’s on the first day of the show, or 2 days before as you’re building…

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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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How to get the most from your next trade show

It’s all too easy to fall into the trap of being totally focused on generating leads or clients when you attend a trade show, but there is so much more opportunity to be had. I’m not even talking about breakout sessions, informal meet ups or presentations either. If you pay attention, you could come away…

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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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How to survive trade shows

As a magician and presenter, I have experienced most performing environments. I thought that I was ready for them all, and then I became trade shows presenter! NOTHING prepares you for those demanding trade show days. It can come as quite the shock when you first attend an exhibition. Long, tiring days with potentially thousands…

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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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