“The Apple music event of Sept. 9, 2009, marked the return of the world’s greatest corporate storyteller. For more than three decades, Apple (AAPL) co-founder and CEO Steve Jobs has raised product launches to an art form. In my new book, The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, I reveal the techniques that Jobs uses to create and deliver mind-blowing keynote presentations,” Carmine Gallo writes for BusinessWeek.
Gallo writes, “Steve Jobs does not sell computers; he sells an experience. The same holds true for his presentations that are meant to inform, educate, and entertain. An Apple presentation has all the elements of a great theatrical production—a great script, heroes and villains, stage props, breathtaking visuals, and one moment that makes the price of admission well worth it. Here are the five elements of every Steve Jobs presentation. Incorporate these elements into your own presentations to sell your product or ideas the Steve Jobs way.”
1. A headline.
2. A villain.
3. A simple slide.
4. A demo.
5. A holy smokes moment.
Full article here.
[Attribution: MacSurfer. Thanks to MacDailyNews Reader “Judge Bork” for the heads up.]
It’s only Event Marketing, using peoples desire to have something to do, to connect with them to promote your product. You create an event, invite people and if you have a good product, it will pay off by word of mouth.
It’s not magic, it’s not actually hard if you have something worthwhile to market.
Our retail chain, the Byte Shop, did the same thing in the early 80’s. Usually with Apple products but we did get burned on the PCjr when the physical product was delayed.
When the Apple IIe was introduced, we sent out 300 invitations for the “unveiling” to the leaders in the Seattle area. The were business, eduation, government and political customers.
We placed a display in our corner window, which was floor to ceiling of a foot locker draped in velvet, wrapped in chains with a box draped in velvet. Sort of a pirate chest theme. The box was in the foot locker, with chains around it. We had a sign that said “show up on this date” and see the Treasure. Of course it was a new computer as we were a retail computer store.
On the day of the introduction we had 200 people show up, most of them loyal customers, new customers and the press. We’d have wine, hors de ordervs, a string quartet, introduce the product and have a great time.
For the next few weeks there would be incredible buzz about the product and the computer store. People would come up and say “I saw you on the news” for weeks after.
We did this for the IIe, Mac and PCjr.
Steve Jobs and Apple do event marketing well, of that there is not doubt. Event marketing, in and of itself is not that hard.