Colette May Co-owner of Kindle Communications
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 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.
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.
2. Look through the audience lens.
3. Inform, inspire and interact.