How to Plan a Product Launch Event

What is a product launch event?

A product launch event put simply, is the event that your product is introduced to the market and is ready to be purchased.

The best launches follow a similar path, namely optimising elements of the launch beforehand to drive interest in the product. The best event planners will not leave marketing until after the product is ready for the shelves.

Why product launch events are important?

If it’s done well, a product launch can make your target audience understand the product and also understand why they have to have it. Let us guide you through the dos and don’ts of a successful product launch.

Planning your product launch event in 7 Simple steps 

1. Remember your why

What was behind this product’s conception? Was there a gap in the market? Is there a story to accompany the product that would help people to understand and connect with the product or the manufacturer?

Don’t forget to highlight important and potentially unique selling points – natural products, UK based supply chain, a sustainable message, never before seen features, sector problem solving functions.

2. Know your audience

Research who is going to be needing your product and funnel your marketing to them, use sector appropriate influences or mediums that will directly hit the target audience for your product. Without investing time on this aspect, you will likely be investing money into marketing without return. A few well thought out teaser campaigns can be more effective than a live launch event at peaking interest in a product.

If you already have a following or an audience, don’t rely on the numbers. Check your audience engagement prior to a launch, maximise the effectiveness of the marketing campaign by making sure that people are reading what you are putting into their inbox.

Market research can allow you to see what features to highlight in your campaign. What does your audience think the market needs and how much would they pay? Are they going to the competition to fulfil these needs? If so what will bring them back?

Look into the other products and manufacturers on the market. What are they doing well and what are the areas that they are getting negative feedback?

3. Know how to reach them

Who exactly is your audience and how do you reach them, is it a geographic placement? Or an age demographic? Direct your budget to channels of advertisement that will increase the rate of success getting through to them.

Make sure your message is clear. Whether a radio advertisement or a social media influencer, the message should be clear and the key advertising phrases should be used.

4. Don’t leave anything to chance

Anticipation and teaser campaigns are amazing until the website landing page goes down when you finally go live. Do not give people a reason to turn away. CTA says buy now? Make sure its quick and direct. Is your copy clear and concise? Check that your main message is given quickly and effectively. Have you done your work before your email campaign to make sure you aren’t in the junk folder?

5. Pre-launch preamble

Photos, behind the scenes videos, social media takeovers are all great ways to get traffic to your page where you can highlight that a new product is about to launch. Remember subtle countdowns to launch can be just as effective as a big ticking clock.

6. Live launch

Host your event at a fun and interesting venue, but not so fun and interesting that people forget the reason that they are there. Your venue should complement your product, a luxury product needs a luxurious venue, likewise, the newest cutting-edge technology should be in a futuristic modern venue, not in a historic location with connotations of the past unless the creative means it will suit this environment.

Get your guestlist right. Invite your target audience, but also people who are going to report back to your target audience- i.e., influencers. Make it feel exclusive whilst reaching a large audience, personal touches and goody bags can make your event stand out and feel special.

Be careful when thinking about a theme or entertaining your guests. It’s happened to the best event planners, sometimes you get so deep into a theme and tying all your elements to it that the actual message and narrative for an event is lost. A theme is great, when it is complementing your product. The creative theme should be the driver of the whole campaign. Likewise, well researched and considered entertainment can make your product launch stick in people’s minds and help them recall key details of your product.

If you will be allowing your audience to interact with your new product on the day, again make sure that you have tested it thoroughly and that there are a number of people on hand to act as product guides for your audience throughout the night, and if needed, to troubleshoot any issues that arise. If you are going to offer people the chance to purchase on the night that’s great, just make sure that your event doesn’t seem as though it is centred around the purchasing. Your product launch is an introduction, not a sales pitch.

You only get one chance to launch, so make sure that every choice has been optimised. Is your product seasonal? Have you thought of that for your launch date? Could it be considered as a gift? Are you launching close to Christmas? Are there sector-specific dates or seasons where activity peaks or are there sector-specific conferences in town?

7. Post-launch promoting

Don’t let the party stop when the lights come on, make sure that you are capitalising on your post-launch buzz by contacting attendees the day after the event to convert any missed leads and keep the hype going, and whatever you do, don’t hold your launch too early. There is nothing worse than building an excited audience only to lose their attention because the product isn’t ready yet.

Get in touch with us to help with your next great event. We can assist with all aspects, from the initial venue-finding service, to using our specialised industry knowledge and experience to create an unforgettable event or campaign.

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