Plan a product launch marketing event

Contributors

@elise-dopson


Business Benefits

Boost sales, support your brand’s reputation, and engage your target audience.


Define your budget and align what’s feasible with your objectives. Smaller budgets may require novel approaches like getting creative with venues, creating hand-made collateral, or relying on the power of digital events like webinars and virtual conferences.

If your focus is making sales, for example, spend more on collateral and ensuring your sales team is present at all events and sessions.

Select a theme that will be memorable and related to your product. The theme creates a memorable guest experience and a cohesive message.

When selecting the theme, consider the target audience and the goal of the event.

Choose an event venue with an appropriate style that will be large enough for your anticipated guests. The venue should match the theme and the personality of your brand.

For example, if your product is targeting young audiences, find an exciting, trendy, or unique venue.

Build anticipation for your product release and the product launch party to attract more attendees.

Building hype around your event and product before the launch contributes to the event’s success and post event outcomes. You can broadcast your product by:

  • Highlighting its unique features.
  • Dropping slight hints on social media platforms to engage your audience.
  • Creating a hashtag, engaging videos, and a launch countdown.

Ensure your event has a high production value, including lighting, decor, music, entertainment, displays, and photo opportunities.

An outstanding production also ensures that the launch lives up to its hype which positively impacts your product sales.

For example, you can use lighting to draw attention to product displays or use it to direct your guest around your venue. You can also encourage your guest to take photos by crafting irresistible photo opportunities like having decorations, art installations, and colorful walls. Communicate with your sales team and assign them different roles during the event.

Capture your attendees’ contact information and follow up to request feedback, suggestions, and referrals. Reach out via email, phone, or direct mail.

Maintain the same energy you had during the pre-event marketing; create lots of social media activities, product hashtags, and newsletters.