Trade show magicians attract potential customers to exhibitors’ stalls with live entertainment and incentives such as discount cards. They develop routines that fit with the company’s products and values, avoiding controversial gimmicks. Travel and marketing skills are important, as is agility and flexibility during the event.
A trade show magician is an artist who specializes in working with exhibitors at trade shows to attract the attention of potential customers. Live entertainment at a stall can be a significant draw, especially if the magician is handing out prizes and other incentives for stopping at the stall, such as discount cards for the company’s products. Fairground magicians often receive training in stage magic and marketing so that they can apply their training to fairground settings.
When a company hires a trade show magician, it works on developing a routine that fits well with the company’s products, values and messages. She might meet with company representatives to talk about how to integrate the company’s products into demonstrations; for example, the fairground magician may use the company’s products in magic tricks, often in a manner designed to demonstrate reliability, durability, and other characteristics.
Part of the job also includes developing an appropriate standard to attract viewers, as well as considering how the company does business. Trade show magicians generally avoid controversial gimmicks or language in their presentations to create a positive image for the company. If a company is known for its family values and strict moral code, for example, a fairground magician with a scantily dressed assistant or lewd jokes would not do. Integrating geek jokes into a software company’s routine, on the other hand, would be a good way to connect with customers and encourage them to think of the company in a positive light.
Fair magicians can work different hours, depending on the fair and the need. At peak times, the company generally wants as much action as possible around the tent to attract sales, while at slow times it can give performers a break. Others may walk around on the ground near the tent, with the aim of attracting people; the magician can perform tricks with company-branded cards, for example, presenting those in attendance with coupons or other gifts that encourage them to locate the company’s tent and obtain more information or products.
This type of work requires substantial travel to access fairs, in addition to a very flexible routine. The more tricks a fair wizard knows, the better he is at customizing a routine for customers. Marketing skills, along with an excellent sense of audience and timing, are also important. While magicians in other fields often have these skills, because magicians need charisma to flourish, fairs can be very different from stages or events where the audience is highly attentive and ready to focus on a routine, and magicians from the fairs need agility and flexibility during the event. routine as well as in the planning stages.
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