Using Mystery and Minimalism to Launch Products
After months of countless rumors and anticipation, Apple unveiled the iPhone 5 Wednesday. Within minutes, Twitter, Facebook and nearly every publication was flooded with opinions on the new product. Whether you think the new iPhone 5 is truly innovative or that it falls short of other smartphones, it's clear that once again Apple executed a successful product launch.
The buildup to Apple's product launch events is unlike any of its competitors. Apple manages to generate unparalleled hype with their combination of mystery and minimalism.
This technique is evident in their invitation for the iPhone 5 event. It features the number 12 (the date of the event) casting a shadow of the number five, which hints at the release of the iPhone 5.
Apple's simple strategy allows the imaginations of brand loyalists and industry aficionados to run wild. Once the event was planned and the invitation was sent, the public did the talking for Apple. The vague and almost non-existent details of the event create the hype for the unveiling.
In addition to their announcement, Apple is known for spicing-up the traditional press event. The typical stand at the podium, read from a prompter press event is not in the cards for Apple. Instead, the company shares their excitement with the audience while casually walking about the stage. The event concluded with the Foo Fighters. There aren't too many press events I've heard of that end with a concert.
This is not to say that this type of event is right for everyone. Apple is unique. However, there are a few takeaways from the way Apple launches products that can be integrated into your next product launch or press event.
- The build-up can be just as important as the event. If you wait until the last minute to plan your event, you're missing out on a valuable opportunity.
- Show passion and excitement for your products and services. If you're not excited about what you're doing, why should anyone else be?
- Craft your message in short, easy-to-remember chunks. Apple's presentation excels at providing information and statistics in sound bite form.
- Don't be afraid to appeal to human emotion. Marketing is about capturing people's attention and imagination. Both of which are largely emotional, so don't be afraid to appeal to your audiences' emotions.
- Provide the facts and statistics that support your claims. People may make their decisions based on their emotions, but they justify their decisions based on the facts.
By taking some cues from one of history's most successful companies, you can make the most of your next product launch or press event.
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