Tuesday, April 24, 2012

How to Plan Your Product Launch Event

While creating a new product can be intimidating, actually launching said product is another stress altogether. Although your product may not be as big as the latest iPad, you can still put together an event that will garner attention for it. Here are a few tips:

Timing. The timing of your launch can be the difference between success and failure; this is particularly true if your product has an international audience. Be sure you know what the good and bad times are for your launch. A couple of other things to keep in mind: 1) The kind of product you're launching will influence when you release it; 2) You must be willing to postpone the event if you're product is not ready. It's better to reschedule than debut a product that's not ready for public consumption.

Purpose. The purpose of your launch isn't just to get exposure and spread the word, you also want to reach a particular audience that will turn into someone who'll pay for your product. With that said, choose a specific gaol for your event. For example, do you want sales, media coverage, consumer awareness, etc.? By knowing your direction, you'll be able to focus on the kind of event you'll have. There are three main types:
    - Trade events where you may invite important industry influencers like editors of trade publications. Also, this can be a series of events in several locations or over a period of time
    - Media events where you educate important media members who've been invited to review your product. This may be in press conference format.
    - Consumer events that let you introduce your product to both old and new customers.
Whatever you do, don't try to host one event that caters to many audiences. Keep your target audience narrow.

Venue. You want your target audience to be able to get to your venue as easily as possible. Additionally, you may want a location that will reflect your product in some way. Consider carefully where you'll launch it since the location will say a lot about your business.

Experience. The most difficult part about planning your event will be how to create something that your audience will remember and something they'll feel was worth attending. So, if the media is your target, be sure that you give them enough information to do their job effectively by giving them access to your product. If you're targeting consumers, think about giving a discount on the item in addition to having them experience it.

Following up. In the days after your event, it's very important that you keep the momentum going for your product. So, follow up with the target audience, and contact the people who showed interest. Your launch event should be the beginning of your launch process. Tie it in with your continuing marketing efforts.

With proper planning and implementation, you can be sure your product launch will start off on the right track.


1 comment:

  1. Product launches are what I consider the most difficult events to plan, because something is usually being advertised or marketed at the events, and therefore must be the focus. One wrong decision can ruin the whole thing. Tips like these are important to remember, to make sure everything is in place. A checklist of all the pertinent details would be handy, in case unfortunate things happen. There should also always be a back-up plan or two.

    Garret East