While it may not seem like it at the moment (particularly if this is your first time hosting one), planning a product launch event doesn't have to be an overwhelming and stressful experience. In fact, it should be exciting because it is a celebration of your new creation.
To reduce your anxiety regarding your upcoming event, you need to ensure that you are approaching it with strategic planning.
4 Vital Components for a Successful Product Launch Event
Read on for the essential dos and don’ts of hosting a memorable product launch event.
1. Do consider all the details.
If you want to host a memorable product launch, then you need to go above and beyond what other companies tend to do and really focus on making all the small details exceptional.
This entails taking care of the big stuff (venue, catering, time) and then expertly combining the big stuff with the little details so the quality of the event is significantly improved. The guests will certainly remember it.
When you are considering the details, make sure you think about how you can create an engaging atmosphere for your event. Spend some time brainstorming what makes your company or your new product different from everything else on the market. Ask yourself whether or not there are characteristics that need to be highlighted, or what else can be focused on to make the event stand out and attach your brand to the attendees.
2. Don't let the hype be in vain.
A well-executed launch party can be the factor that determines whether or not a product is successful. Therefore, you want to ensure that you are carefully planning the event and encouraging the hype surrounding it so that when the day comes, it leaves a lasting impression on your guests.
However, no matter how excellent your party planning skills are, if you don't have a sellable product or a cross-channel marketing plan for keeping the momentum going after the event, then you may be disappointed to find that the event has been quickly forgotten.
Before, during, and after your event, keep the conversation flowing between your attendees and your social media followers.
- Post live video feeds and updates during the product launch itself.
- Immediately following the event, make sure you post a short video including important event highlights to keep your followers engaged.
- Publish the same content on your company website.
- Prepare a write-up with plenty of high-resolution images for release to the press and for posting across your social media accounts.
You can also utilize content created at the event for both current and future marketing projects.
3. Do be selective about who you invite.
While you want to utilize social media as much as possible to increase the hype and knowledge of your product launch, you still want to be selective about who actually receives an invitation to the event. Event exclusivity tends to be a reliable driver of awareness and attendance. When an event is selective about its guests, it generates feelings that the event and product must be exclusive and special.
No matter what type of product you are launching, you want to ensure that you are filling the room with individuals who are going to boost your brand awareness and respect in the marketplace.
For this reason, invite journalists, influencers, and analysts who will speak with their own audience about your product and business. Furthermore, invite potential clients or partners in order to encourage them to learn more about your product and your business's overall vision.
4. Don't believe you can do it all on your own.
The worst thing you can do is to believe that you can handle all the organization and logistics of your product launch on your own. To put it bluntly, this is an almost guaranteed path to event management disaster.
Unfortunately, too many small business owners or first-time organizers don't realize the amount of time and energy that needs to be dedicated to organizing a memorable launch.
This is why it is highly recommended that you opt to work with a local event management company wherever your business is located to ensure that the corporate event goes as smoothly and successfully as possible.
Has your business ever hosted a product launch? If so, what did you learn from the experience? What would you do differently next time?
If you are currently considering hosting one or are in the middle of planning it, what is the biggest challenge you are now facing?
Let us know in the comments below!
Mahmoud Majed is the Managing Director at Level Production in Dubai. Prior to his role at Level, Mahmoud was the Regional Marketing Director for Jeetek holding group for 8 years, handling accounts such as Virgin Megastore and Man'oushe Street. He was also Division Manager for high-end luxury at Al Tayer Group.