CASE STUDY: Creating a Mentalism Experience Around TydeCo’s Story
When TydeCo brought me to Maryland for their event, the goal wasn’t simply to add entertainment to the agenda.
They wanted an experience that felt connected to everything happening around it.
That meant my job started well before I walked into the room.
Lou Serrano with TydeCo’s Matt Lescault and Joseph Frank following the Maryland event.
Understanding the Story
In the conversations leading up to the event, I spent time learning about TydeCo, the people who would be in the room, the purpose behind the event, and what they wanted their guests to take away from the experience.
That gave me the opportunity to build elements around TydeCo, Sage, and Ramp and weave them throughout the mentalism.
The goal wasn’t to simply mention company names or add a logo to a trick.
I wanted those elements to feel like they belonged there.
Making the Mentalism Part of the Event
Throughout the afternoon, the mentalism became another way of telling the story.
Instead of stopping the event for a show that could have been performed anywhere, I was able to create moments that connected directly to what guests had been experiencing throughout the presentation.
The mentalism was surprising, interactive, and entertaining, but it was also specific to the people in that room.
Those moments belonged to TydeCo.
The Response
The reactions throughout the performance were fantastic, but one of the best parts of the afternoon happened afterward.
Becky Clawson, Director of Marketing at TydeCo, took a few minutes to share her thoughts about the experience.
Lou Serrano with Becky Clawson, Director of Marketing at TydeCo.
“From the moment we met Lou, we knew that he was exactly the person that we needed.”
- Becky Clawson
Director of Marketing, TydeCo
What I especially appreciate about Becky’s testimonial is that she talks about more than the performance.
She talks about the process.
She talks about the thoughtful questions, understanding what they were trying to accomplish, and connecting the different pieces of their story throughout the presentation.
For me, that’s where real customization begins.
More Than Adding Entertainment to the Agenda
There’s a difference between customizing a performance and simply inserting a company’s name into a show.
Real customization starts with understanding why everyone is in the room in the first place.
What is the company trying to communicate? What matters to the people attending? And is there a way to use mentalism to reinforce those ideas without making it feel forced?
Sometimes the right approach for a corporate event is simply a great standalone show.
But when an organization has a story to tell, there’s an opportunity to make the mentalism part of that bigger picture.
That’s what we were able to create with TydeCo.
Creating Moments That Belong to the People in the Room
I’ve always believed the strongest moments in a performance aren’t necessarily the ones people simply watch.
They’re the ones they experience together.
When the stories, people, and ideas that matter to a company become part of the mentalism, the experience becomes specific to that room, on that day, with those people.
And those are the moments people remember.
Thank you to Becky, Matt, Joseph, and the entire TydeCo team for having me be part of it.
I’m looking forward to what’s ahead.
Bring This Kind of Experience to Your Event
Every company has its own people, stories, and reasons for bringing everyone together. If you’re planning a corporate event, conference, or leadership gathering, let’s talk about creating a mentalism experience built around yours.