A Note From Harrison
For a trade show exhibitor the objective is simple, but seldom easy: Maximize the return on your tradeshow investment.
That investment can be substantial. The cost of just renting concrete is outrageous. Add in the costs of the exhibit itself, drayage, I & D, electrical, and transporting and housing your trade show exhibit staff. The outlays go on and on, and you haven't even begun to think about promoting yourself at the show.
Countless promotional "solutions" are available. They're also expensive. Sponsorships, directory advertising, and premiums can eat up an tradeshow exhibit budget long before you reach the show floor. Too often these promotions are overpriced and deliver questionable results.
Here's the problem: Too many of the available promotional opportunities guarantee that you'll be lost in the clutter and noise inherent to the tradeshow floor.
Speaking of the floor, those napkins on which you paid so dearly to emblazon your company's logo will likely be trampled after getting dropped on the floor by tradeshow attendees who hold your identity in less esteem than you do. I don't know about you, but that's not how I'd want my company positioned.
Hi, I'm Harrison Carroll – and all modesty aside, I can offer you some answers. After over 30 years and nearly 600 trade shows, I've learned a lot about how this industry works – and all too often doesn't work. Marketing-focused magical entertainment pays real benefits on the trade show floor. I know, I've seen it work time and again. The reason I've stayed in business this long is because it DOES work.
Sometimes I watch in shock when managers make costly decisions that yield little or no benefit. Sometimes trade show exhibitors scoff at the idea of adding magic to their booth. Some years ago I approached one company that brusquely declined my services. They found themselves across the aisle from a competitor that chose to utilize my program. The company's narrow vision cost them three days watching the backs of the huge crowds that continually packed their competitor's booth. (I hope they found a good use for all those napkins!)
Another company opted to display an eye-catching new car. It's an interesting idea. But, when you think about it, a car can't talk to people. A car can't communicate your sales message. It can't interact with potential customers and break down the psychological barriers that buyers erect on the show floor. (Never mind the cost to display a car. What it added up to was a BIG INVESTMENT and a SMALL RETURN.
I offer you my "magic touch" for one reason – because it works. My tradeshow program has generated thousands of leads and millions of dollars in sales for trade show exhibitors. But it isn't just a program. It's a system, one that can only succeed when I have a solid line of communication with your company – one that begins with the booking and doesn't end until the show ends.
My program is no afterthought. It isn't some cute gimmick to dress up your trade show booth. It's a finely tuned mechanism to make you a success. Sure, attendees may see my magic as a fun addition to your presence – but you'll know that in reality, it's a well-organized, sharply focused program that holds a far bigger picture in mind.
You may have thought about using a magician. You may be thinking of using one now. (In fact, I hope you are!) But please, don't make the mistake of hiring just any magician. A tradeshow magician is just that – a magician who earns his or her living in the tradeshow arena. In other words, not a birthday magician, restaurant magician, or even a corporate magician. Typing "tradeshow magician" into a search engine may yield thousands of hits, but in reality there are only about 20 people world wide who can deliver targeted services at the level a savvy trade show exhibitor should demand. I'm one of them, and you have an introduction to my work at your fingertips. I urge you to make the most of it.
Is that ego talking? No, it's experience. My "magic touch" springs from seasoned showmanship, a deep understanding of marketing (actually, my degree is in marketing), and from my years and years in the demanding, specialized niche of tradeshow magic. Based on all of that, I urge you: when engaging the services of a tradeshow performer to push your marketing message ahead of the clutter, be careful. Be demanding. Don't settle for less than Harrison's magic touch.
A closing thought: At the average show, you have at most 24 hours to renew contacts with your customers and attract new prospects. You don't have time for investments that don't work. Your decisions must be surefire and effective.
I'm Harrison. Put my magic touch to work today!