Putting the Magic into Business

Magicians are a familiar sight on the corporate after-dinner scene but it is not generally known that they have moved into the business world in an even bigger way and are increasingly being engaged to promote sales, give company presentations, motivate staff and lead training programme sessions.

American companies were the first to see the magician's potential as a business attribute and foremost instigator in Britain was Michael Bailey, a former director of a London advertising agency and President of The Magic Circle, the magicians professional association. He is recognised and acknowledged in Britain as the leading corporate magician with a reputation that extends over three decades with some of the best known business names.

As Magic Promotions he spices up corporate messages of a range of multi-national and blue chip companies. He does it by using what he calls relevant magic, matched to specially scripted words, plus participation. "Sales conferences, trade functions, road shows, staff meetings, seminars all need to inform and motivate effectively," he says. "Magic not only helps get across a specific message but is an ideal way to get people's attention. It has a three-dimensional impact which achieves more than any other form of visual aid."

An instinct to spot the unique selling propositions of a product coupled with an active imagination and knowledge of magic and presentation has led him to develop many unusual ideas and attractions. For instance, when he was asked to launch a new range of six expensive Dunhill cigarette lighters Mr Bailey magically produced six girls in different ways, each girl wearing a lighter around her neck as an attractive piece of pendant jewelry

Mr Bailey has helped promote everything from crisps and carpets to credit cards and computers and his presentations, like other members of his profession, do not come cheap. Magicians clients have been known to pay up to ?10,000 for services which can involve anything from a choreographed magic routine to giving a presentation at a senior executives seminar using magic as a visual aid. Maybe, even, giving a magic-assisted pep talk to staff. "The point is to devise visual magic that refers to the business message in question and to use it in a serious, in-depth way as a tool to enforce the words," says Mr. Bailey.

Michael Vincent, three times Close up Magician of the Year award winner, is another man of magic who has thought deeply about the business market. As head of The Magic of Magic he is in great demand for entertaining at company dinners and the like but has also put his expertise and showbiz experience to good stead in the corporate area. His self-devised 21st century communication programme includes, among other things, teaching people skills and influence skills, performance ability and industrial communication.

Businessmen and women can learn a lot from professional performers about the importance of body language in making a presentation, he claims. Standing correctly and confidently, relating to the audience and projecting the message are as vital as the message itself, is his belief.

Mr. Vincent, who says that learning a few simple tricks can be a useful tool for getting across company training messages and can teach patience, commitment and understanding, has worked on many training and development sessions for clients and one of his favourite presentations as a metaphor for the power of teambuilding was a rope trick. He produced three pieces of rope of varying sizes, then turned them into equal lengths and finally made them into one much stronger length. "The message was that there is strength in unity and the objective was to boost team morale," he said.

Two of the really major player's in the corporate magic area are Dynamic FX and Magic Management. The former supplies unusual entertainment for events of all kinds. This includes producing cars (and chief executives) at launch events, creating complete launch shows, drawing crowds at exhibition stands with magic and then communicating the client's key messages.

Magic Management takes the psychology of magic into the business arena. "We have identified 16 rules of magic that work just as effectively in business in relation to directing and holding attention, persuading and convincing and addressing seemingly impossible challenges," says Nick Fitzherbert.

"We call the rules Magical Innovation and some are extremely simple. No. 15, for instance, which states that 'Attention tracks from left to right, then settles at the left'. This is because we read that way - so you should come on stage from left to right, then position yourself to the left on any screen or props. Other rules focus on the way that the brain works, on beliefs and conviction and communication and engagement.

"We apply Magical Innovation through Training Courses - in areas such as Presentation Training, Creative Thinks and Sales Techniques - Personal Development programme and Market Service." And added as a finale he comments: "It has been said that magicians are the world's best communicators; it's just that everything they tell you is wrong. Now their most valuable secrets can be shred and put to good use." In the world of business!

Companies wanting to add a little magic to their next conference, exhibition, presentation of training session should be able to find a suitable magician through the Internet or by contacting The Magic Circle, who have some 1,500 members on their books. Better still, go to see one in performance.

Twice a month, normally on a Tuesday evening, the Magic Circle opens the doors of its headquarters at 12 Stephenson Way, London NW1HD to the public. Visitors can enjoy and experience a show of close quarter and stage magic by leading members of the Circle. The building and its purpose built theatre, is also available for corporate functions, complete with entertainment.