Launching a new product is not just hiring a venue and rolling the product out. Well, it basically is. But, for a successful product launch, each decision must be preceded by careful thought. The launch of a new product could very well be its make or break moment. And that is why the process of arriving at each choice matters. Read on for a basic guide to the perfect product launch, along with the hows and whys.
- Choose your guest list wisely
Remember, the purpose of inviting guests is to ensure that your product launch is amplified even after you are done advertising it. The selection of each guest must be considered according to their demographic and relation to the product – age, gender, profession, income level and usage of a related product. Another angle is exclusivity or limiting the event to ‘invite only’ people. Making people feel special will take you a long way!
- Consider your venue
The obvious benefits of choosing a great venue are standing out in the crowd and the recall value. If you put in a little more thought and have the resources – then pick a venue or location that may be relevant to your product – association is a wonderful thing! Also, if the surrounding area is of tourist interest, it serves as a bonus for attendees when they have time to kill, and adds to the whole experience of having had a great time. If you cater to a local demographic, the venue should be fairly close to your business. Don’t make your guests commute way out to get to the location.
- Build anticipation
Once you have clearly identified the message you wish to send, go ahead and hit the ground running. Use a medium keeping your target audience in mind – whether it is online flyers or physical ones, social media platforms, hoardings or personal invites sent in the mail – you will know that only after you identify your demographic. Sending invites, save the date memos, getting on to a news cycle or two and advertising builds anticipation and drums up the excitement that is essential for a successful launch. You could also create a social media hashtag and ask the audience to use it to track your event.
- Create the right atmosphere
From the moment your guests arrive, through the event and till they leave the venue, make sure that the event is about ‘them’. Sure, you will be bursting with excitement about your new product, but including your audience to your experience will mark the launch as a memorable event in their minds. So roll out the red carpet, lay out the food and drinks, entertain them during the presentation and pack them off with small bags of gifts.
- Work on a brand identity
Even though we’re suggesting that the event revolves around your guests, you have to find the perfect balance between them and your product. Work on your brand and its identity in such a way that you present it with an exclusive brand story with a unique voice. A strong brand will always score high when it comes to recall.
- Bring out the big guns
Do it right – hire an experienced event management company. There is always a stark difference between a show put up by newbies and one that has been flawlessly executed by professionals. A company like Hafla (LINK) will hook you up from the beginning to the end – right from understanding the concept that you have in mind, to planning it while keeping you in the loop, and finally bringing it to life – just like you imagined it!
Product Launch Planning – Do’s and Don’ts
| Do’s | Don’ts |
| Do use social media to build hype | Don’t invite just anyone |
| Do focus on the people and not the product | Don’t neglect the small details |
| Do choose your venue carefully | Don’t forget to follow up |
| Do set ambitious goals | Don’t underestimate planning time |