What Makes Events Like Apple’s So Effective?

What Makes Events Like Apple’s So Effective?

An effective event resonates with audiences to create a lasting positive impression. Powerful events are a critical success factor for any business. The lesson is clear: The message is more important than the money. A simple, text-driven video and executive presentations sent a clear message: “Leadership understands your fears, but our focus is forward, and we need you to build our future together.” The room was tense, then surprised, then relieved and inspired. If we had used extravagant production and prizes to cover or ignore that firm’s recent changes and resulting anxiety, the event would have been an expensive failure. Surprises are expensive. Make sure your event company will not surprise you with unexpected changes or charges. Be sure that your message will resonate; it’s the key to engaging your people and making your event both meaningful and memorable. These powerful tools aren’t expensive or elaborate, yet they deliver a substantial impact on your event and your people. The right messages resonate and motivate your audience.

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An effective event resonates with audiences to create a lasting positive impression.

What Makes Events Like Apple's So Effective?

Opinions expressed by Entrepreneur contributors are their own.

Powerful events are a critical success factor for any business. In fact, 31 percent of marketers believe events are more significant than digital advertising, email marketing and even content marketing, according to Bizzabo. So it’s no surprise that events are getting bigger every year. They’re also getting more expensive. Many companies believe that the size of the budget is the key to the gathering’s success, but that is a costly misperception.

Even giant organizations such as Apple have created high-impact events by leveraging the power of clear messaging and simple elements, like in its October product showcase. The company has successfully combined small theaters, brief videos and passionate leaders who can’t wait to share the news about their innovative products.

The lesson is clear: The message is more important than the money.

That holds true even when the message is challenging. We worked with a substantial firm that was at a critical point. The company had a recent reduction in force, and morale was very low. The challenge was to validate the audience’s concerns but also reassure them that the company was committed to moving forward together. A simple, text-driven video and executive presentations sent a clear message: “Leadership understands your fears, but our focus is forward, and we need you to build our future together.” The room was tense, then surprised, then relieved and inspired.

Cost-effective solutions for elevating events.

If we had used extravagant production and prizes to cover or ignore that firm’s recent changes and resulting anxiety, the event would have been an expensive…

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