ADDING "MAGIC" TO YOUR BOTTOM LINE!
HERE'S AN EXAMPLE OF WHAT "MARKETAINMENT" CAN DO FOR YOUR BUSINESS!
MidAmerica St. Louis Airport use of Marketainment.
Business Objective: Ensure the presentation and relationship is memorable and recallable as being associated with interesting concepts and people
Activity: Office visits and group presentations to explain the companies value statement as a new market entry for transportation opportunities for importation and exportation via air commerce.
Rationale: Use marketainment to augment the relationship being established with new prospects, new acquaitances, new company executives. While the standard 'sales pitch' about services has to be dynamic, allowing for a 'left behind' enjoyable acitivity that can be repeated by the new relation always keeps the 'impression' alive.
How do we use marketainment - Asia example: Culturally Asians have an intrigue about magic. Historically mystical powers were good influences to their culture. There is a level of respect with 'magic' that allows for use of this style of communications to transcend language ---- always best to have the 'magic' be as close to mime as possible since words used as ingredients sometimes don't translate well. Business in Asia rarely stops with a one hour office visit. There is usually discussion before and always interest in providing the next meal after a visit. Drinks in the evening are also offered if the visitor doesn't accept the meal invite. At these social meetings the conversation can get dull if the only common thread is the business end. During these times we use marketainment opportunities. Since we've been using them for some time we almost always have some one (foriegner) who has been 'in' on a trick or two or can perform one themselves. We'll reintroduce that and ask for that person to join in (this clearly gets them 'on our side' as their collegue is already on 'our side'). With that awareness we'll introduce a new item, have them go through the 'figuring out' stage and then, before we leave, we'll show them how it works and leave the trick with them. We go through 15-25 item 'give aways' every 10 day trip to Asia. And, upon return to these relations, there is always a warm handshake and big smile and an expectation of getting another trick ----- we won't be able to stop now.
Outcomes: We have always been pleased at how the follow on discussions and/or following reception have gone. No ice breaking for any follow ons -- straight to the relationship and getting the business. We always state we have a new 'trick' and they light up in anticipation.
This does not work quite so well with Latin America (trick can be perceived as Voodoo or bad magic) but you can be successful if you make sure there isn't anything 'spooky' in it. Europe is much more like Asia but not quite.
Universal trick: Magic Ball
PRESENTS
LOOKING FOR WAYS TO INCREASE THE BOTTOM LINE AND AT THE SAME TIME PROVIDE YOUR CUSTOMERS WITH SOME SPECIAL MAGIC?
THEN CALL US RIGHT AWAY FOR SOME CUSTOM MADE EXCITEMENT
HAMPELS MAGIC CENTER CAN BRING TO YOUR BUSINESS AS WELL AS INCREASE THE LEVEL OF EXCITEMENT FOR YOUR PRODUCT IN YOUR COMMUNITY!!
PUT OUR MOBILE ACTION UNIT MOBILE STAGE TO USE FOR YOU AND BRING THE CIRCUS EXCITEMENT TO YOUR BOTTOM LINE!
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RESULTS FOR YOUR BUSINESS !
"Basically my usage of Marketainment is not for the role of sales, but for usage in an adult learning atmosphere. I am technical trainer for Cisco Systems and I teach very complicated and "high level" systems to engineers, operations and management personalaround the world. You can imagine that there are times when my classes are overwhelmed with the amount of information that I am giving them. Thus when I feel it is time for a break or time just prior to the beginning of a class or session I will perform a magic trick or mentalism effect that is not only meant to put their mind at "ease" for the moment, but to just give them a time to relax and just be entertained.
Sometimes I will try to incorporate my trick with the actual technical subject at hand, but most of the time either the magic or mentalism has nothing to do with my actual work. Magic gives me higher evaluation reports. For example when I receive my student evaluation forms at the end of my training I will have quotes like, "The magic was pretty cool" or "You did a good job of keeping us engaged during the week" That keeps my bosses happy and keeps me working all with a touch of magic!
John Mansholt International Cisco Training Consultant
