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A magical approach to selling products
"Many businesses feel as if they could use a bit of magic to help them become successful, but one marketing firm is using it to communicate with potential clients.
"Peter Wood, founder of Monrovia-based Shazam Magic, is working with Immersion Active, an award-winning marketing firm, to provide customized magic pitches that are not only entertaining, but also relevant and compelling.
" 'It's not a new idea in marketing,' said Mr. Wood. "There are plenty of corporate magicians across the country. But the Frederick region really hasn't taken advantage of this sales approach.'
"Mr. Wood emphasises that the act can be customized for each client. As an example, Mr. Wood recently presented an Immersion Active pitch to a national lawn care franchise. He presented a small blade of grass, placed it in the prospective client's hand, sprinkled Immersion Active's 'magic ingredient' and the blade of grass tripled in size.
" 'It happens right in their hands and many times they ask to keep the prop as a reminder,' said Mr. Wood. 'As part of my corporate performances, I can brand the props with my client's name and contact information.'
" 'One of our biggest challenges in marketing as a company is finding offline methods of illustrating the power of relevant interaction,' said David Weigelt, partner in Immersion Interactive. 'Peter and Shazam Magic has been extremely powerful and cost effective marketing tool for us,' Mr. Weigelt said."
Originally published in The Frederick News-Post on February 3, 2003