In the competitive world of trade shows and conferences, standing out from the crowd is essential. When Appello approached me about enhancing their presence at the TSA ITEC Conference, they had a critical message to communicate: the digital switchover deadline of January 2027 is approaching faster than many realise. But how do you turn a technical topic into an engaging exhibition experience? The answer, it turns out, was magic!
Trade shows present a unique challenge. You have mere seconds to capture attention in an environment where dozens of companies are competing for the same audience. For Appello, the stakes were particularly high – raising awareness about the digital switchover isn’t just about promoting their services, it’s about ensuring vulnerable individuals aren’t left without critical support systems when the analogue technology is phased out.
The digital switchover represents one of the most significant changes in the telecare sector in decades. By the end of January 2027, all analogue telecare systems will stop working as the UK completes its transition to digital networks. This means housing providers, local authorities, and care organisations must upgrade their systems well before this deadline to ensure continuity of service.
For those interested in learning more about the importance of this transition, Appello has created an insightful article on their website: “Unlocking the Power of Technology Enabled Care – Insights from ITEC 2025”. This resource provides a comprehensive overview of the latest developments discussed at the conference and the implications for telecare providers.
Rather than relying on traditional methods like brochures and presentations alone, Appello decided to incorporate close-up magic into their exhibition strategy. The idea was simple yet effective: use captivating magic to draw visitors to the stand, then seamlessly transition into meaningful conversations about the digital switchover.
As a professional magician specialising in corporate events, I worked closely with the Appello team to understand their objectives and messaging. This collaborative approach ensured that the magic performances weren’t just entertaining but strategically aligned with their goals.
On the day of the conference, our approach was multifaceted:
What made this partnership particularly effective was the seamless integration of Appello’s brand into the magical experience. Rather than performing standard routines, I developed custom effects that directly reflected Appello’s identity and messaging:
This customised ‘branded’ approach meant that the magic wasn’t just happening at Appello’s stand—it was fundamentally about Appello. The magic created natural “wow moments” that broke down barriers and opened doors for the Appello team to initiate discussions about their services and the importance of preparing for the digital switchover.
The strategy proved remarkably effective. The combination of unexpected entertainment and important information created a memorable experience for attendees. Rather than being another forgettable booth in a sea of exhibitors, Appello became “the stand with the magician” – a reference point that attendees used throughout the conference.
More importantly, this approach generated quality leads. Visitors who might have otherwise passed by stopped for a quick trick and stayed for substantive conversations about their telecare needs and the approaching digital deadline.
As Appello noted in their post-conference analysis on their website, the engagement at ITEC 2025 far exceeded previous events, with many attendees specifically mentioning the magical element as what drew them in. Their article “Unlocking the Power of Technology Enabled Care – Insights from ITEC 2025” provides a deeper dive into the technical discussions that followed these initial magical interactions.
“We were delighted to have Magic by Alfie at our exhibition stand at the TSA ITEC Conference this year. Alfie created the buzz and excitement we were looking for. In the lead up to the event, Alfie was very proactive and he really listened to not only what we were after, but also what we did as a company. He kept his tricks short as he knew our main objective was leads, but people continuously wanted to see more from him. On the day Alfie was very prompt arriving to our stand, he spoke to the team and showed them all his different tricks before efficiently engaging with anyone who walked by. He never stood still. Even when there were moments of low traffic at the stand he would wonder around to speak to people. Alfie left many people speechless, including our team. His presence created the memorable pizazz we were looking for, people left the stand talking about Appello.”.
– Events and Content Manager, Appello
There’s something particularly effective about using magic at technical industry events:
The success of Appello’s exhibition strategy demonstrates that even the most technical messages can benefit from creative delivery methods. The digital switchover deadline of January 2027 is a critical message that housing providers and care organisations need to hear. By pairing this important information with engaging magic performances, Appello ensured their message not only reached their audience but resonated with them.
For companies looking to enhance their exhibition presence, consider how unexpected elements like magic can transform your next trade show appearance from a standard booth into a memorable experience that generates results.
Don’t let your next trade show opportunity go to waste. Here’s how you can bring the same magical advantage to your exhibition presence:
Act now! The most successful trade show presences are planned well in advance. Contact me today to secure your magical advantage for upcoming industry events.
Ready to transform your next exhibition into an unforgettable experience that delivers real business results? Contact Magic by Alfie at info@magicbyalfie.com or call 07850 544779 to discuss customised magical entertainment for your specific needs and objectives.
Magic by Alfie is a multi-award winning magician specialising in close-up magic. Alfie is also a proud Member of the Magic Circle, the World's premier and most prestigious magic society.