Launch Events - Make them a success!
There is so much that goes into creating, producing and marketing a new product that it is often overwhelming to plan a launch event on top of that. Because of this, some companies forego the launch event and focus on digital marketing. However, by neglecting this very powerful tool, you could be inadvertently hurting your product and profit margins (Yes way!).
Q: So why a launch event? What a launch event serves to do is provide a platform to discuss your product to a niche group, or broaden your market by inviting a variety of individuals from different arenas. Throwing a fabulous launch party also gets media attention, which can result in even better profits. The success of a product is usually found within the first few months of its launch; why not give it the best head start you can?
Celebrating Your Product
A successful launch event can significantly affect your direct sales and reputation as a brand. Consider who you want to attend your launch: press or buyers? A mix of both? Tip: if you want the press to attend the event to review your product, ensure that you provide them enough time and access to the product to ensure that they can do their jobs properly. Provide them with the information they need, and let them work- perhaps some press room pods or a social media lounge?
If you are catering to consumers, you can offer them a direct chance to play with your product, or offer them a discount. If you want to go the “party route,” you can invite a well-known celebrity, or even a local figurehead, to attend or advocate for your launch. Getting a celebrity to attend is the coup de grâce, as that will provide free media coverage on a number of outlets.
Designing a Launch
Keep in mind that the outward appearance and setup of your launch event will set the mood for your attendees. If you have a product specific to a lifestyle, reflect that lifestyle. For example, cutting-edge technology launches should be paired with modern furniture and proper lighting in a contemporary nightclub, rather than in a well-lit coffeehouse or loft. Common sense, right? What’s the old adage about the three things that matter most in real estate? Location, location, location. The same thing applies for your event. Select a location that is central to your product; if it was created in the San Francisco Bay, book a location there. If your product started in a garage or loft, you could speak with a creative launch team about possibly recreating that setting. The more unique and novel your setting, the more your attendees will be impressed and feel more inclined to promote your product...And feel connected to the product and your brand.
Tip: Why not have your event at a trade show? This can make perfect sense, because all of the people you want to announce your product to are already going to be there. It can be worth it to think beyond the normal press conferences or cocktail parties. With proper planning and preparation, you can arrange an incredibly successful trade show.
Guests Come First
Whether you invite just press, only niche consumers, a large variety of both, or send out a local blast inviting any and all, the attendees at your event are there to enjoy themselves. To throw a proper launch for your product, provide food (at least hors d'oeuvres) and refreshments. Of course, consider your budget for such an expense but provide the best that you can. Encourage attendees to get comfortable, enjoy themselves and spend time at the event. The longer they attend, the more likely they are to absorb information about your product, either resulting in a purchase or at least a new advocate for your product and brand. Often, consumers and the media are drawn to well-catered and planned events.
Event planning for a large launch is much more intensive than a small, friendly get-together, and there are a lot of aspects that need to be professionally monitored. Don't skimp here! Hire an agency (I know one that does this sort of thing) that can work through the logistics and coordination, as well as event management, and is well-equipped to handle and reroute any troubles that arise. All you need to do is focus on what is important: your potential buyers and your new-to-market product.
Launching a product can be a very time-consuming, and extensive venture. You have one chance to make a first impression, so create a great experience that will leave a lasting mark.
If you have any questions about launch events or would like to speak with someone from VDA Productions about designs and logistics for an upcoming event, please reach out to us - Visit our website for more information:
Till next time,