If you have a groundbreaking product. You will need an equally as ground breaking, product launch event. Product launches can be as vital to its success as the product itself.
However, it is important to note that, while a well-executed product launch event will undoubtedly help to get your product noticed, it cannot be the entirety of your launch strategy. Instead, it should form part of a rolling launch where activity directed at building interest is carried our pre-launch, and subsequent action is undertaken to maintain momentum, post-event.
It is important to anticipate anything and everything at a product launch, so here are 8 do’s and don’ts when organising your launch event:
Social media can have a powerful effect on your product launch. Engage with key influencers at your event to help ensure you reach your target audience. Engagement is key and should be prioritised over ‘likes’ and ‘follows’. Social media can build anticipation and, in turn, increase interest and overall attendance to your event. During the event, encourage your attendees to post on social media about the product.
Be selective about who you invite to your product launch event. You want to invite people that will boost your product in the marketplace. People such as journalists, bloggers, analysts, influencers will help your audience form an opinion on your product. Additionally, you should invite prospective clients, in order to persuade them to purchase your product.
You need to focus on the people at the event, ensure they are engaged and having a good time. How engaged an attendee is at a product launch event will determine if they remember it (and the product) the next morning. Will the event be something that they tell their friends about? Will it be something they remember for weeks? Will the event entice the attendee to purchase the product?
There are certain parts of an event that you need to nail for the event to be a success, however when you have all your essentials covered it is important to focus on the smaller details. The details that will improve the quality and standard of the event. Having personalised gifts on the tables, including perfume and sanitary products in the bathrooms, having bespoke table centres are just a couple of details that can make an event memorable. Having these small meaningful specifics at an event take it from ‘nice’ to ‘wow’.
If you are aiming from a classy product launch party, then the venue needs to follow this theme; similarly, if the product you are launching relates to barbecues, a launch party in a luxury hotel is probably not the way to go. The venue can set the whole tone for the event; therefore, it is important that you choose a venue that is appropriate for the tone and style of your product.
The launch event of the product is only one-step along the way of actually launching your product. It is important to follow up with your attendees gathering opinions and expressions of interest. Send out post event correspondence and create social media posts relating to the launch event. A successful product launch will generate momentum for your product, but this will dissipate rapidly if not built upon in the weeks and months that follow.
If you only expect to sell your product to 1,000 people, you will struggle to surpass this goal. Aim higher and you are more likely to do better, as the saying goes: ‘If you reach for the stars, you will land on the clouds’. Go into the product launch with deliberate and ambitious goals – set yourself a ceiling goal, this will be the goal if everything goes right (you get all the clients, the best reviews etc.). If you fall slightly short of this goal, you will know that you got almost everything right, if hit the target you will know that it was not set high enough, because everything can’t go perfectly to plan.
The planning of a product launch event is probably the most important part. Companies often think that a good product will sell itself. That is not the case. The product launch event is required to make customers interested, to display the product and make sure that it’s seen in the best light. Ensure that every detail is accounted for and you are prepared for any scenario, if you fail to plan you plan to fail.
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By Anthony Kelly
Anthony began his marketing career back in 2008 after studying business management & marketing at the University of Stirling. He joined the events and incentive travel industry in 2015 after spending a number of years in the engineering, oil & gas and transport & logistics industries.More articles by Anthony Kelly