What Makes Events Like Apple's So Effective? An effective event resonates with audiences to create a lasting positive impression.

By Colette May

Opinions expressed by Entrepreneur contributors are their own.

STEPHANE DE SAKUTIN | AFP | Getty Images

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.

Related: 10 Tips for Hosting a Wildly Successful Event on a Tame Budget

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 failure. Instead, the simple event seized a powerful opportunity to send a clear message to all employees and create cohesion where there had been confusion.

Related: 6 Innovative Corporate Event Ideas To Create The Right Impact

Here are a few corporate event planning tips you should remember to maintain a solid balance between money and messaging at your next event:

1. Surprises are expensive.

While a billion-dollar company like Apple might not be thrown off by a few extra hundred dollars on its event-planning bill, it could make a significant difference to your business. And considering that, according to the Bizzabo study, the average company puts 24 percent of its budget toward live events, that's no small issue.

Make sure your event company will not surprise you with unexpected changes or charges. Request that the company details any and all changes throughout the planning and execution phases in order to ensure that you won't get charged any extra unless you sign off on updates.

2. Look through the audience lens.

You need to listen to your audience starting before the event, not just during it. Think carefully about what you want attendees to learn or know, what you want them to believe and what you want them to do differently. Be sure that your message will resonate; it's the key to engaging your people and making your event both meaningful and memorable.

Cisco Systems Inc. took this approach when creating its Cisco Live 2017 event, which had more than 28,000 registered attendees. Its team created a New to Cisco Live program that concentrated on a niche audience within its larger event, and it reinforced its message of creating a good first impression and bringing people together throughout each element of the program.

3. Inform, inspire and interact.

Encouraging participation shows your attendees respect and invites them to contribute. For example, asking attendees to share a social post in exchange for a prize is a great way to advertise the event -- and 96 percent of event creators agree that such content-based competitions are useful tools, Eventbrite has found. According to one study by researcher Gavin Kilduff, competition increases motivation in people, which leads to energy and enthusiasm.

In addition to introducing an element of competition, consider engaging with your audience by including members as presenters or to offer introductions. These powerful tools aren't expensive or elaborate, yet they deliver a substantial impact on your event and your people.

Related: How to Create Special Events People Will Love

The right messages resonate and motivate your audience. They deliver clarity and enable commitment to your brand -- and your business. And they are a far more powerful tool than an inflated budget.

Wavy Line
Colette May

Co-owner of Kindle Communications

Colette May is an owner of Kindle Communications. Kindle manages live and virtual events, communications campaigns, digital solutions and development programs.

Editor's Pick

A Leader's Most Powerful Tool Is Executive Capital. Here's What It Is — and How to Earn It.
Lock
One Man's Casual Side Hustle Became an International Phenomenon — And It's on Track to See $15 Million in Revenue This Year
Lock
3 Reasons to Keep Posting on LinkedIn, Even If Nobody Is Engaging With You
Why a Strong Chief Financial Officer Is Crucial for Your Franchise — and What to Look for When Hiring One

Related Topics

Business News

More Americans Are Retiring Abroad, Without a Massive Nest Egg — Here's How They Made the Leap

About 450,000 people received their social security benefits outside the U.S. at the end of 2021, up from 307,000 in 2008, according to the Social Security Administration.

Business News

7 of the 10 Most Expensive Cities to Live in the U.S. Are in One State

A new report by U.S. News found that San Diego is the most expensive city to live in for 2023-2024, followed by Los Angeles. New York City didn't even rank in the top 10.

Growing a Business

The Best Way to Run a Business Meeting

All too often, meetings run longer than they should and fail to keep attendees engaged. Here's how to run a meeting the right way.

Fundraising

Working Remote? These Are the Biggest Dos and Don'ts of Video Conferencing

As more and more businesses go remote, these are ways to be more effective and efficient on conference calls.

Business News

Woman Ties the Knot at White Castle Almost 30 Years After the Chain Gave Her Free Food as a Homeless Teen

Jamie West was just 12 years old when she ran away from the foster care system.