Magic: a promotional strategy by: Antón López

In the business world of the new millenium, companies will have to face the fact that today’s customers expect new and imaginative promotional strategies.

Building meaningful relationships with customers is still the key to success. The use of magic as a promotional tool offers endless possibilities for selling virtually any kind of product (pharmaceuticals, in this instance).

Magic entertains and mystifies due to its intrinsic potential for persuasion and communication. It is these qualities that make magic a valuable addition to any company’s promotional strategy. Of all types of magic, close up magic has the biggest impact on audiences, leaving and indelible memory in the mind of the spectator. The effect of unexplainable magic being performed right under the customers’ nose produces in them an unforgettable feeling of surprise and wonder. And, most importantly, it establishes a deep emotional bond linking product, magic, customer and firm in a powerful combination that can hardly be achieved by other means.

Magic means communication, and so the magician uses his hands, smile, words and expertise to persuade and put across an attractive message. The corporate magician becomes a sort of Arthurian Merlin performing at a round table, a sorcerer of the twenty-first century, a man with the power to lead his knightly audience into a universe of magic, fantasy and imagination.