The development of a new product is an extremely exciting time. You’ll have undoubtedly put a lot of time and effort into your new venture and are ready to show it off to the world. But how exactly should you do it?
Nothing beats a live product launch event. Bringing together the right people in the perfect venue with some fantastic food and entertainment has been the go-to for businesses wanting to showcase their latest offering for decades.
The reason for this is simple — it works. Product launch events are the ideal way to introduce your new creation to the media, influencers, and your first clients. Get it right and you’ll instantly get a great deal of goodwill for your business. On the other hand, a poor event will still grab the headlines, but for all the wrong reasons.
This is why speaking to a product launch event planning specialist is essential. They will work with you to understand your goals and help you put together a spectacle which is guaranteed to succeed.
But what goes into a launch strategy? The secret lies in a comprehensive product launch event checklist. Here are our thoughts on what should be included.
Developing a Marketing Plan for a New Product Launch
As the saying goes, failing to prepare is preparing to fail. This is especially true when it comes to product launch events. The right amount of planning must be carried out to ensure things can proceed without a hitch.
Putting together a plan should come well before thinking about a product launch event checklist. The reason for this is because the event should be just part of a larger strategy to generate interest ahead of the launch itself.
One way to do this would be to start posting teasers on your social media platforms to let potential customers know that something new is on the horizon. You may also want to contact influencers within your target demographic and get them to start posting on your behalf.
Media interviews are a tried-and-tested way of generating interest in a new product, and these days there are many different ways to do this. No longer are we restricted to just newspapers, magazines, and radio. Instead there are podcasts, YouTube channels, and even live streams. The possibilities are endless.
With a thorough plan in place, the next thing to consider is the product launch event itself, and that all-important checklist.
The Product Launch Event Planning Checklist
There’s a lot that goes into a product launch event. From understanding your audience and choosing the right venue, to setting a theme and sorting catering, it can seem like a daunting task. This is where our product launch event checklist can help.
- Understand Your Audience
The first step on the product launch event checklist is to have a clear indication of the people you’re going to invite. Who are they? What are they likely to want to get out of it? How can you make it memorable for them?
Building a thorough picture of your attendees and their motivations is essential to making your event a success. Luckily you won’t be alone with this, as a specialist product launch event management company will be able to guide you through the process.
- Save the Date
Timing is everything when it comes to product launch event planning. Deciding when your gathering takes place should be based on what’s convenient for your attendees. Think about what else could be going on such as holidays or festivals and choose a date and time where there won’t be any clashes.
Planning a product launch event can take a lot of time, so be sure you set a date which gives you enough leeway to organise everything. Be sensible about your timings, as a rushed and ill-prepared event may still generate publicity — but for all the wrong reasons.
Set Success Criteria
While the first step of our product launch event checklist was to understand what your audience wants to get out of it, you also want to think about yourself. Set clear goals and outline exactly what you want to achieve.
If you don’t know what success looks like for you, then you have no way of understanding whether your product launch event went well or had any real impact. Be sure what you want before trying to work out how to get it.
Choose the Right Venue
Finding the perfect venue is crucial to the success of any product launch event. It can be a delicate balancing act between choosing a place which has the “wow factor”, but also making it suitable for your target audience. You also need to be sure the location doesn’t outshine your product, as ultimately the whole purpose of the event is to get your product noticed.
Consider where your event should be held. How far away is it for your attendees to travel? Are there adequate commuting opportunities and accommodation facilities for your guests? Is there enough entertainment for your guests once your event has finished?
These are all things which need to be thought about when choosing a venue. A specialist product launch event management company can help with this.
You will likely have spent a very long time cultivating your brand, so you’ll want to make sure it shines through during the event. When you’re watching an Apple product launch event, for example, you can instantly tell who’s behind it.
Incorporate your colours and logo throughout the venue and ensure all complementary stationery such as pens and notepads bears your company’s insignia. Your audience should not only be encouraged to remember your new product, but also the business behind it.
Be sure to put on a show for your guests, but also make it appropriate for the audience and the type of product you’re launching. A more business-focused event, for example, should have an entertaining keynote speaker rather than it being an all singing all dancing showcase.
Many companies will opt for a theme for their product launch event, which allows them to get really creative. Again, this should be appropriate for both your product and attendees. Remember, it is ultimately the product you want to highlight, not just the event itself.
Make it Memorable
When your attendees arrive, make them feel welcome and valued. Consider giving them a goodie bag as a memento of the event and give them an opportunity to network with other people.
First impressions count, so ensure you instantly grab their attention and keep hold of it throughout the duration of the gathering. Similarly, you’ll want to ensure your event ends triumphantly. There’s nothing worse than putting a lot of time and effort into something only for it to finish with a damp squib. You’ll want your attendees to go home satisfied and entertained.
Have a Back Up
Product launch events often don’t run as smoothly as you would like. This is where having a cool head and being prepared will help. Consider beforehand what could potentially go wrong and how you will rectify the situation. Be sure everyone in your team is aware of the contingency plans and has the tools at their disposal to enact them.
Get the Right Refreshments
Keeping your attendees fed and watered is another important element of the product launch event checklist. Your gathering will typically last several hours, so the last thing you’ll want is to leave them hungry and potentially having to leave early for food.
As with most things, your menu should be suitable for your attendees. Be sure to cater for different dietary requirements and consider serving finger food rather than full-on courses. This helps you keep your guests well-nourished without interrupting the flow of the event.
What to do After a Product Launch Event
The work doesn’t stop once your event is over. People who attended your gathering now have a special affinity with your product, so you don’t want to let that go to waste. This is why sending follow up messages is crucial.
You should first of all thank them for attending and let them know how much you enjoyed seeing them. If you wish, you could also give them a free sample of your product or offer them a discount. By working closely with them, you can establish long-term partnerships which could prove vital.
Another important reason for sending out follow up messages is to gather feedback. Find out what worked, what didn’t work, and what could be improved so that future gatherings can benefit from your experience. You may also find new things to add to your product launch event checklist.
Finally, be sure to post pictures from your event on social media to let everyone see how much of a success it was. Tagging relevant attendees will boost the likelihood of your posts being noticed.
The Product Launch Event Management Specialists
If you need assistance with product launch event planning, you’ve come to the right place. ConnectIn Events is one of the UK’s premier event management companies and has amassed a wealth of experience with helping clients put together stunning gatherings their audiences will love.
We understand exactly what goes into product launch event management and will support you every step of the way. While some companies just take care of the event itself, we provide an unrivalled service from start to finish.
Our free venue finding service will help you find the ideal location for your event, before meticulously designing and planning every little detail. We will then take care of everything for you during the event itself, so you can concentrate on entertaining your guests.
Wherever you are in the country, whatever the product, you can rely on ConnectIn events to help you put on a memorable experience. Contact our team today to find out more.