Magic Touch

“The More People that stop at your stand, the more leads you get,” says business-minded infotainer David Welzman, whose infotainment is becoming a fixture on the trade show circuit.

The Former hotel manager has made a career from making non popping balloons, bending forks and reading the minds of potential clients.

“For the first couple of years I failed,” he says bluntly. But 10 years on, the act has been honed to the point where the tricks are second nature.

It’s a systematic approach to increasing lead generation

Whilst most entertainers at trade shows tend to act as a foil to the more serious business, Welzman likes the performance to become part of the sales pitch. And, unlike most other entertainers, he often incorporates a company’s message into his performance (his clients include Accor, IBM, CIM magazine and more)

Trade Shows are live marketing, and the most important marketing tool you have is your staff,” he says. “They need to be knowledgable and be able to answer questions. It is like live cold calling a lot of the time.

“The most common mistakes is to rely on signs & brochures. You put a brochure in someone’s hand right away and you have lost them. It’s not about making the sale on the day- it’s about getting contact details lead information and following up later within 48 hours.”

Welzman likes to open his shows with a $1000 giveaway. “This is how I usually stop peoples.

After the $1000 challenge I use magic as a metaphor- I use magic to make a point. Infotainment is Information and entertainment- In a nutshell- I use the entertainment to make the information sessions more enjoyable- but the focus is on the products and services I am marketing