Product launch events are the final step of most new product development and are super exciting events for everyone who has been working on the product or service for probably a really long time. So your job here is complicated because you’re basically throwing a baby shower for a cranky mother-to-be and her first child.
It actually taken less than you think to have an amazing product launch. If you put the product developers and company first and think about what they would want your job will become easier.
Before jumping into the actual planning of the event don’t forget that planning and strategizing will save you a lot of work later. Always start with a launch plan, plan this event the way you would any other, by setting goals, deadlines and assigning roles. You can find some helpful tips by reading my corporate event management tips post. Once you get your product launch strategy together here are a few other things to think about when launching a new product:
New Product Marketing
Work with the marketing department to see what is the marketing plan that is being developed for the product and see where you can cross paths and assist each other during the launch activities. If you are able to attract enough attention then you should certainly hold a press conference about the launch of the product, if you’re not doing a press conference then do a press release through paid and unpaid online sites like this one.
Know Your Audience
Who is the audience you are addressing with your product? The point of a product launch event is not to have massive exposure with as many people as possible “finding out about your product” the point is to reach the audience that will later turn into paying clients or business opportunities. Therefore when planning your product launch pay close attention to defining your audience, knowing what their needs and wants are and then showing them how your product can add value to their lives.
Think Outside the Box
Design is important. Think clean, clear and simple. Be creative and think outside the box, for example using technology to show that you are a proactive company even if you are launching vintage jewelry. Also people love free stuff. Do some thinking and decide on a free giveaway that will include either your logo or web address or something that represents the product being launched. And last but certainly not least “ask for feedback.” A product launch event is one of the most effective opportunities to get feedback to confirm or change a product or marketing strategy so use your time wisely.