Through creative innovations, magic and illusion can be an effective tool to visually inspire, and generate interest in your product, brand or message. It’s interesting, engaging, mysterious and highly entertaining. By Ilan Smith
Technology has changed the face of business, people’s communication and engagement with content. The days of having to sit and watch TV commercials, reading the backs of shampoo bottles on the loo and visiting libraries to access information are long gone. It’s nothing new that, at the click of a button, instant access to podcasts, videos and the latest viral media message is the world we are interacting in today.
It’s no surprise then, that this fast-paced, impatient society of instagrammers are able to whip up a storyline, hashtag key concepts and output their own experiences in less time than you can say ‘Supercallafragalisticexpealadocious’.
I’d like to share with you a little secret behind the magic. This consists of a delightful blend of information sharing and a splash of entertainment in order to make personal connections with people in a meaningful manner.
Using a multi-sensory approach and personal experiences, magic crosses all boundaries, appealing to young, old, all religions, and all language users to get your brand or marketing message across. It’s all inclusive. This style of entertainment delights, engages and informs the group in an up-close and personal format. It’s an attention grabber.
The magic happens in the hands of the spectators. Both literally and figuratively, magic touches the person mesmerised by the illusion. This concept has worked successfully at trade shows and expos, drawing prospective clients and spectators to your company’s stand. Take Sanlam, for example. A magic effect was created where playing cards printed with the Sanlam logo (two hands and a ball) were used in a card trick with an unsuspecting delegate. The magician would magically transform the Sanlam ball from the 2D picture on the face of the card to a 3D actual ball. It fell out of the card into his/her awaiting hands. The ball would then come to life, allowing the delegate to open it up and participate in a competition at the Sanlam stand. The take-home effect is certainly one to remember, and a striking change from the usual massage chairs or ladies handing out goodies.
Using strategies such as sleight of hand, body language, psychology, misdirection and humour, the magic happens and the message is imparted. It grabs the attention of modern people who are accustomed to an ever-increasing pace of society and who can no longer keep up with an influx of information and inbox overload. It’s time to get off the hamster wheel, get noticed, make personal connections and be remembered.
