Product launch events are essential to the existence of businesses. Product launches are designed to achieve the specific purpose of creating publicity for a particular product/brand.
Success can determine the fate of the product, as a launch will be directly responsible for the level of immediate and post-launch sales that is generated. A product launch is meant to generate a lot of buzz about the product/brand. The ultimate aim is to build sales momentum.
PLANNING A PRODUCT LAUNCH EVENT
Large companies such as Apple and Nike have huge budgets and resources at their disposal to conduct a massive product launch. Startup companies will have to work the launch within the limits of their available funds and resources. Strategic planning and execution can produce a successful launch without blowing the budget.
WHO TO INVITE
Have a clear definition of the purpose of the launch. Do you want to distribute the product, gain media coverage, build consumer awareness, gain support from influential industry players, or get some sales?
The product may not be the next big mobile device, but who is invited is critical to achieving the desired goal. Invite people who can help spread the word about the product. Relevant groups include journalists, industry peers/analyst and potential customers. It is best to only target one group per event.
Identifying the purpose of the launch will gauge the decision on who to invite to a particular launch. Invitees should be credible people with some product/industry authority that can rate and give reviews that will generate interest.
FINDING A VENUE
The choice of venue for staging the event can make or break the entire product launch. The purpose of the event should determine the most appropriate venue. The three types of product launch events are consumer events, trade events and media events.
Scouting for a suitable location can be time consuming. Proximity matters, as the venue should be easily accessible to the target audience. The product being launched should also bear some influence. Technical and room setup details will need to be covered. An online directory of venues such as eVenues can take care of venue selection and arrangements.
