What to Consider When Organising a Product Launch

Post by 
Karen Ashwin
September 2, 2020

Product launches are nuanced and multi-layer productions. There are many advertising stages from conceptualisation to post-launch engagement. But the single most important moment of introducing a product is the product launch event. The event officially announces the product’s availability and is intended to bring enthusiasm to a fever pitch.

The ideal product launch event is the pinnacle of a booming marketing campaign that builds hype for the product. The event’s attendants will depend on the brand and the product’s target audience. But how do you plan the nuts and bolts of a great product launch event? This article will highlight each aspect of product launch planning and best practices for a great event.

Product Launch Timing is Everything

The date of the product launch event is one of the most important details. A product’s launch date should be influenced by the ebb and flow of the market and the attitude of the customers. A great product launch happens when there is little competition for audience attention and an increased need or interest in the product. The schedule is defined by both the calendar and the impact of the marketing campaign.

The marketing team will need to target their product release date based on these factors. From there, the product launch event should happen within two weeks before the product release date. Aim for a day of the week that can work for attendees.

Selecting an Interesting Venue for Your Product Launch

The venue for a product launch should be chosen carefully. You want a location that adds interest to the event and flatters the product but doesn’t steal the show. Look for a local venue that is associated with your industry and has hosted notable industry-related events in the past. Visually interesting venues are a great choice because they can add to the sensorial experience of your attendees and the architecture can be worked into your design plan.

Direct and Indirect Product Focus

When building your event theme and marketing for the event, decide how much to feature the product. Event marketing should focus on the event, while the event itself is focused on the product.

A product launch event should include use cases and chances for attendees to interact with the new product. Give everyone a chance to experience why they and their network would want to buy.

Hone Your Messaging

Messaging is essential during a product launch. A good launch starts with a clear idea of the message, and the message may transform during or after the beta testing period. A message conveys the value, purpose, and audience of the product along with some of the brand philosophy behind it. The message will shape your theme, your assets, and your in-event activities.

Refine your message to a collection of taglines, purpose and value statements, and imagery that together forms the product launch experience.

Craft a Memorable Theme for Your Product Launch

From there, craft a theme for your event. The theme should reflect the brand and the product, but also have its own unique style or focus. Style the product launch event based on what your product audience will like most. If it’s a luxury product, throw a stylish soiree with an elegant or advanced theme. If it’s a kitchen item, build your theme around cooking and food-related fun. For software, offer workshops and host tech speakers to pull your theme into the product experience.

Build Online Hype

No event is a hit standing alone. Events need advertising. Your event does share an advertising campaign with the product launch itself, but it also needs custom hype built for attendees and online participants all over the world. Start building hype at least a month ahead of the event or build event excitement as a central thread of the product launching campaign. Get everyone anticipating the event. Give them activities and hosted sub-events to look forward to and sneak-peeks at the theme and design. Everyone loves a grand event if you spool out your marketing to help them get excited.

Give Away Tickets

Who will be attending your product launch event? No doubt, there will be more than a few invited movers and shakers in your industry, potential customers, and business partners. But who else is attending? Make your guest list diverse and interesting so that the guests create their own entertainment by meeting each other and marveling at how so many different people are interested in your project.

One of the best ways to diversify your guest list is to give away tickets as part of your pre-event marketing. Hold contests and raffles, give tickets to loyal brand customers or invite members of your local community to attend as well as the industry big-hitters and guest speakers who are your star guests.

Provide a Diverse Menu

The menu is surprisingly important. Not only is branded food a must-have, but menu choices can make or break an event. Be sure to plan a menu that can casually accommodate most of the known dietary restrictions. Buffets, salad bars, and build-your-own meal stations are all great ways to help people provide for their own eating needs without making a big deal about special plates and individualised menus. It’s more affordable, as well.

Label all food items with key ingredients and dietary symbols to help others identify if something has meat, pork, dairy, peanuts, shellfish, and so on. Then ensure the staff is educated to answer questions and guide guests toward their best choices.

Build an Event App

Event apps are on the rise. Even a simple event app can provide guests with quick and essential information. A map of the facility with parking and access directions, a menu with dietary guides, a schedule for speakers and events; these things are at a guest’s fingertips with an event app. They can also receive updates and announcements throughout the event.

The company benefits from an event app, as well. An event app can save more than 50% on printing costs for guest assets like maps and schedules, and it is an excellent avenue for feedback both during and after the event.

Capture the Memories of Your Product Launch

Hire photographers and videographers or bring your in-house production staff to capture the event. Don’t just snap the activities and announcements. Capture candids and take impromptu interviews throughout your product launch event. Then use these assets to market the event live and create a heartwarming post-event online experience for attendees and remote audience members alike.

Prepare for Post-Event Momentum

Finally, be sure you’re prepared to maintain the product momentum after the event. Post-event momentum is essential for a product launch to carry audience enthusiasm well beyond the event itself. Plan for online follow-ups, engaging activities, and post-event sharing that will inspire the product’s audience to buy on the release day and get their network of friends excited as well.

Planning a product launch event is a huge opportunity to make a splash. No matter what the product is, you can show the primed audience an incredible time as they get ready to support the product through its release date. Brand boldly, craft your message and focus your efforts on A+ production quality with every aspect you pull together to make the event a hit. The Event Company is located in Dubai, but we offer help to companies worldwide. Contact us for more great insights on product launch event planning or to consult on your upcoming product launch plans.


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