The designs have been finalised, the product has been researched and developed to the max. You’ve got, in your eyes, the perfect item ready for launch. You just need people to know it exists and that it is now available. So, how do you do that? You do it with the stylish product launch event your latest iteration deserves! And, in this blog, we are going to show you how to create such an event.
Define the objectives of your product launch
You want your new product to be a success but how you launch it could determine whether it flies, or whether it falters. Think about whether you want this launch to inform people of its availability, whether it’s to actively sell the item or if it is to showcase it to the industry professionals who may want to stock it.
Once settled on the objective of your launch, you can decide who should attend.
Identify a target audience
With a clear aim for your product launch, you can decide on who should attend. If it is not for sales of the item, you may not want members of the public to attend, you may prefer industry experts, respected influencers and sections of the media.
If you are looking to sell directly at this launch, you may want to invite members of your database who live close by. This could pose difficulty though, you could have thousands of people on your database, all of whom may be valid consumers. Use results from consumer surveys and look at customer behaviours to cultivate the personas you would like to see at your launch. This should narrow down who you reach out to.
Set a budget
Is the launch a grand affair, or something subtle, is it being done in person or is it purely digital? Perhaps it’s an event combining the two? Regardless, it’ll cost money. Allocate funds for venue hire, guest speakers, catering, giveaways, marketing and staffing.
You could soon find costs are eaten up, especially with expensive venue hire. It might be more cost-effective to consider corporate marquee hire perhaps. That way you can have an events specialist set something up in your vision without the restrictions a building may impede upon your launch!
Set a date
Set a date but don’t just do this on a whim. Look at when you may gain the most media attention and have people attend. For example, if you are in the tech space, launching your product the same day Microsoft decides to launch something could be fatal. Time it right so that those you invite are more likely to attend. Also, look at whether any public holidays are fast approaching or are currently underway, both could hinder attendance.
Settle on a venue, setting and theme
With a budget and date agreed, you should look to where you can host your launch. As we mentioned earlier, venue hire can be one of the biggest expenses you’ll encounter. It can be considerably cheaper to host an event outdoors, and whilst this may not have been your first thought, consider this. You hire the external grounds of a stately home, you adorn these grounds with marquees, tipis and tents, all expertly decorated and set up to represent your brand. Attendees can bask in the luxurious surroundings, taking in the fresh air as they freely move around the engaging environment you’ve created. Now put all of this indoors, and soon, things feel a little cramped and not quite as inviting!
Look for a venue or area that compliments your brand messaging, target audience and product style, but also keeps your guests intrigued, entertained and fascinated. You should also want it to be easily accessible for those attending.
Then, look at whether it provides suitable facilities. Is there parking or toilets? Do you even have enough space to accommodate the number of people coming?
With regards to the theme, keep it in line with the new product. If you are launching a new kitchen appliance, theming the space as a sporting event would send a confusing message to guests! Do you want modern, classic, retro, futuristic? Think about what ticks the boxes for those you want as customers.
Market and invite
Promote the event within the circles you want it to be seen. If you want potential customers to attend, put your focus on inviting them, as well as the media. If you want to target industry experts or commentators, aim for that audience alongside media personalities instead. Then create invites that appeal to that group. These could be digital or physical assets. Just ensure they match the theme of the event, remain on brand and give people RSVP information as well as dress code requirements.
Create the experience
With budget, venue and theme all in place, you’ll need to plan how the experience will unfold for guests. Remember this is a stylish, sophisticated affair so you’ll want to show yourselves at your best. This ranges from décor to branding through to the product and the entertainment so all needs to be carefully thought out.
Look to balance the event with information and interaction. Consider presentations from your team that relay the key features of your product and offer demos of it that allow attendees to see just how great it is. This is where you can benefit from an experiential marketing agency. They could help you factor in gamification, live broadcasts, and more.
You should also look at cultivating a carefully curated timeline for the launch. This could start with arrival drinks, leading to presentations and speeches, before moving on to the launch itself. This then flows nicely into your entertainment which may also lean perfectly into networking opportunities should that be an area of focus.
Don’t forget the catering
This can be a huge winner for product launches if done right. From street food carts to 5-star cuisine, the way you cater for the event needs to connect with your brand, the product and importantly the audience. If you are a high-end jewellery brand and you’ve themed the event as something prestigious, classy and upmarket, the food should reflect this. If you are targeting a younger crowd, perhaps with a new tech gadget, you might want to lean more into the street food vibe.
Entertainment, activities and networking
You’ve got the venue; you’ve settled on the food, and you’ve got a plan for the flow of the event, but you need to fill some gaps. Some product launches go by with a whimper and not a bang. They are the ones people forget. Look for live music, DJs, entertainers or something interactive that allows the audience to feel part of the event.
Creating something memorable is essential as even if people are not buying the product at this launch, their memories of the event will keep your brand planted firmly in their minds.
Then, if your event has been created with networking in mind, use this social time to navigate the dance floor, the bar and the other areas to network with other industry professionals. This could be an opportunity to get your product in new places!
This is by all means not an exhaustive list of things to incorporate into product launch planning. You may also want to look at after launch follow-ups. Thank you notes or emails as well as feedback surveys can be a great added touch. At Events Under Canvas, we provide all sorts of businesses with fantastic opportunities to put on a stunning product launch. Our luxury marquees provide stunning bases for events suitable for any industry. What’s more, our finishing touches provide you with a little extra character, helping your launch remain memorable. Why not contact us today to see how we can enhance your product launch with an outdoor event under canvas that entertains, enthralls and excites!