|IDEA SUPPORT (General)|
|NOTE: Although its subscriber list is coveted for marketing purposes, the first
(and only three) consumerist special advertising sections for travel (see
below) for Business Week magazine were poorly supported by the meetings/travel industry. No special
travel issues have followed..
Why not supported? A couple of possible reasons:
mma) Conceivably, the writer didn’t know the subject matter well.
mmb) Possibly the meetings/travel industry would not support any special issue by any magazine whose editorial content it could not control. . .as it can’t, Business Week. . .but can and does control the content of virtually all publications within the meetings/travel industry, including its several associations. But that situation probably leads you to ask, “What does such editorial control entail?” and “How might that distort the information that reaches me?”
Cavalier has his answering ideas; but you can reach your own conclusions after looking through the materials on this website at Recognition/Business Week..
The second transmittal letter and subsequent thank you note for that BW contract follow here, because this industry is rife with unsupported claims, and Cavalier doesn’t wish to endorse that misleading industry tactic.
Re: Point (a) above: Unannounced, Cavalier wrote the consumerist materials for the second and third (of three) issues at Business Week; so possible personal attack on the writer was not an issue. But the viewpoint expressed was consistent with those of Cavalier’s first book (Achieving Objectives in Meetings, 1973), the world’s first how-to text in the meetings industry and source of most current methodology and terminology. Neither of the two writers was named. The problem evidently was consumes it view point.
AOM described a proved methodology and system (with content-control forms and guides provided) that had been developed by Cavalier and proved effective via his then-employer (United Attractions, Inc, of Chicago) during the early 1960s. UA was the world’s first convention-consulting organization, and all formal how-to methodology was developed and tested there.United Attractions is mentioned in other credence items on this site, too, specifically, LSAA/ J.Koach. UA’s name might not be familiar to all, but its legacies arestilluseful after nearly five decades:
1) In the late 1950's, UA created the first themed presentation at auto shows for the color-lighted Cadillac Brougham, shown in Chicago. Featuring a bride (in bridal gown) and groom (in tux) discussing their honeymoon trip, Cadillac’s exhibit became the hit of that show and the model for themed auto presentations ever since;
2) themed banquet entertainment for association (and then corporate) events was invented by UA in the late 1950s (before Cavalier joined that firm). Their original format: themed decorations plus orchestra and floorshow entertainment at a relatively-low flat price; with unrestricted choice of any available entertainment star(s) at individual cost-plus. That’s budget control, and it’s still effective today!;
3) UA created back-stage, hands-on management (in 1960) for both business and entertainment program segments on request for two of its early banquet-entertainment-only clients, the American Linen Supply Association and the Steel Service Center Institute (with Cavalier as the business writer). Until that time (1960), and no producer of entertainments business-stage, had offered total on-site convention service.
4) Also in the early 1960s, UA created the first multi-media presentation for the American Gas Assn convention because no single medium would do the whole job. However, within months, a competitive magazine printed an "expert" opinion that multi-media had originate with "a couple of hippies who had wandered into each other on the beach." Of course, all hippies wandered about with projectors and other electronic equipment that couldn't be plugged in (no wireless at that time). This incident does illustrate the early desperation of the industry to remove purpose from the selection of media.that viewpoint (together with the Kodak hemispheric film exhibit at the NYC World's Fair of 1964) helped to create the mindless orgy of multi-media- for-the-sake-of-multi-media that still plagues meetings. However, today the mindless thrust is toward e-learning-for-the sake-of-e-learning. Content is the determiner, and content must control all else if you hope to control the outcome of the meeting! Content will specify it's own best delivery system. See the algorythmns in any complete ISD program.
See the cover letter and text (a clean-type plus photo of manuscript carbon) from LSAA/ Joseph L. Koach’s 1961 article for Sales Meetings magazine. See: “Recognition/Client button” (located mid-way, on approx 19 pages total). The significance is that, whereas UA used Broadway music to punch up a few inter-business-presentation announcements at the business meetings, the magazine’s headline shouted, “Association now turns to Broadway.” Not really, Folks. Although some business segments were in fact scripted, script alone does not equal Broadway anything. .Script does keep speakers on track!
That misreading endorsed decades of wildly-entertaining, major business-musical presentations that had little or no relationship to meeting message! But the misreading did wonders for bolstering suppliers and their advertising. And that distortion still drives the meetings/ conventions industry press even today, because goods and services are still offered without consideration of how (or whether) they might help your (or anyone’s) meeting.
And that question of relationship value to the meeting message was skewed for several decades by Marshall McLuhan’s flawed dictum: “The medium is the message.” Sorry, Marshall–the message is the message.
The questions that you should wisely ask yourself and suppliers (plus all the forms from AOM) are contained in the updated edition of Sales Meetings That Work (originally from Dow Jones-Irwin, 1983). For training specifically, use Managing Through Training (if you’re new to that task) or go directly to the US military’s own (RC’s “business translation” methodology, ISD in Instructional Systems Development.
Buttons below refer to both the business books and the ESL book/verbatim script::
Topics that appear on the buttons below tend to reflect conceptual support for the ideas. For practical applications, see "Clips," "BizWeek" and "Recognition/Client/Industry" buttons.For Practical Word Power, see a separate "Clips" section.