So, you’ve put the hard work. In you’ve drawn up the plans, you’ve gathered together a team, and you’ve come up with a product you’re proud of, and which is ready to be released to the wider world. All that’s left to do is to launch your product, and watch it fly. Launching a new product is something that the importance of which cannot be understated.
With a successful event, a new product launch strategy in place, you can create a real buzz around what you’re doing, and get your product’s life off to the best possible start. However, like with anything in business, this is something which requires real thought and planning in order to achieve the greatest results.
A product launch event has the power to make or break a business venture. What’s more, it also has the power to massively impact a company’s financial success, branding and reputation. If you want some examples of product launch greatness, just check out these amazing launches.
Few would deny that a new product launch strategy is a key tool in your marketing arsenal. Here at Mask, we’ve overseen hundreds of product launches, and have seen first-hand which approaches work, which don’t, and which ones benefit the most from pre-planning and great organisation on the day.
Vital Steps to Take Before Your Product Launch
All corporate events require plenty of careful planning and preparation, and nothing should be left to chance. The more work you put in prior to your launching of a new product, the better the event is likely to go, and the greater the impact it will have.
Defining and Reaching Your Target Audience
Nothing could be more important than knowing exactly who your product launch is for, and how they’re likely to receive and experience it. Defining your target audience forms the basis for any business plan, and it’s something you’re going to have to consider carefully when coming up with your launch event.
The demographic you’re aiming for is going to inform everything from the sort of language you use, the channels of communication you utilise, and ultimately, the theme and feel of your launch event when it finally comes around. Consistency is key, and knowing as much as you can about your target audience will inform the vast bulk of your marketing decisions.
As for reaching your target audience, well, you’ll have to put yourself in their shoes for a moment, and imagine how they normally access marketing. Young people use tools like social media in a very different way than older generations, professionals will have their own networks you can take advantage of… even men and women approach advertising and marketing in very different ways. Draw up a plan of action based on your knowledge of your demographic, and think hard about the best way to catch their attention.
Defining Your Main Goal
When it comes to your product launch event strategy, you are going to have to ask many questions regarding the event itself. Is the goal of your event to increase sales? Is it to raise awareness of your product? Are you looking for great press coverage and trending on social media? These questions will help you sharpen your strategy and shape your event by a considerable amount.
Coming Up With a Killer Promotional Plan
You want to promote your event as much as possible, and ensure that the right people know about it well in advance of your launch date. In order to do this, you’ll have to use every tool at your disposal, and come up with some new ideas that’ll get people buzzing and putting your event’s date in your diary.
Ideally, you’ll be able kick-start things many months before the date of your product launch event. Launching a new product takes time, and you’ll want to begin your promotional plan as early as possible to ensure that it gets saved in people’s calendars as a ‘must-see’ event in your industry. Start by compiling mailing lists and sending out initial teasers and newsletters, and then increase the frequency of your content the closer you get to the launch date. Use social media, industry listings, pre-event events… open your mind, and seek out new avenues for promotion which will make your event stand out from the crowd.
Create Social Media Buzz Before the Event
Focus first on your branding, and on spreading awareness of your product launch event’s name and associated keywords. You’ll need a catchy hashtag first and foremost - preferably one which combines the name of the event and the year, date, or location it is being held (if you need help, check out this top advice on hashtag creation). Update your Twitter feed more than once per day, and engage in conversations, answer questions, and do all you can to increase its visibility through the usual online resources.
Make sure that hashtag is spread through all the right channels… but don’t rely on it to do your work for you. Create top-notch shareable content; blogs, videos, photos of influencers using your product, which can go viral online and spread its influence further. Reach out to bloggers and other sites which could help promote your event, just to ensure that knowledge of your product launch event is hitting all the right places.
This graph demonstrates clearly that Facebook remains the most popular, but certain other sites are quickly catching up and leaving some of the big names in the shade.
Know What’s Been Done… Then Do Something Different
It’ll be well worth your time to look into what your competitors have done when launching a new product, and then find ways to adapt, evolve, and offer something new. The best new product launch event strategies are those which break down barriers and present audiences with something different... and you’ll need to use your imagination and creative powers to think of exactly what that involves, and then use your organisational skills to make it a reality.
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Action Steps for The Product Launch
Let’s take a look at some of the vital steps you’ll need to consider for the big day itself, and how to ensure a memorable launch event that’ll keep people buzzing for weeks afterwards!
Choosing the Right Venue
Perhaps more so than anything else, choosing the right venue is one of the most important decisions you’ll have to make. Of course, you don’t want the venue to outshine the event… but the right space can massively heighten what goes on within.
The best approach is to choose your venue based on the feel or content of your product, and to make sure it has the capacity, atmosphere and capabilities you require. If your product is a new tech wonder, you’ll have to choose a venue which reflects its modernity, and has the mod cons you’ll need to show it off. If you’re launching a new fashion accessory, check out some of the city’s hottest, edgiest and artiest hotspots. There are countless options to choose from - the only limits are your budget and your imagination!
Choosing a Theme
Long gone are the days when audiences are happy to show up and focus their attention solely on the product being launched. Nowadays, people want immersive, memorable experiences which are Insta-friendly, and which flow with a theme from start to finish. Boost the theme of your event with decor, food options, and things like workshops, seminars and mini-events, and your audience will be able to gain a far deeper understanding of what your product is all about.
For example, if you’re launching a new app, make sure that branded colours are seen everywhere throughout the venue - on the walls, on banners, on the furnishings… even on the tops of cakes being served! What’s more, you can arrange one-on-one demonstrations or Q&A sessions to heighten involvement and engagement. Even your event swag should be themed - make sure the promotional produce you’re giving away is relevant, branded, and in keeping with your product’s ethos and identity.
If you want to heighten engagement and involvement, you’ll have to pull out all the stops to put on a real show for your attendees. Launching a new product isn’t just about showing off what your product is and what it can do… it’s about taking your guests on a journey into its identity and the feel of your company.
Make the entertainment work with your venue, if possible. For instance, if your venue has a stage, then arrange some sort of show or live entertainment. If it has a dancefloor, then end the evening with a rockin’ party and a disco. Contests are also a great way to increase engagement - why not host a photo competition, haiku contest or short film competition, and get your attendees to post their entries onto social media with your hashtag? This will not only increase participation, it will also create free shareable content, and help your event to trend online.
Don’t Forget the Follow-Up!
No matter how exhausted you may be after your product launch event, the day after is no time to kick back and take it easy. In fact, following up your event is key to keeping the momentum going, and using some of the resources your event created, and taking advantage of the opportunities that arose, can make a massive difference.
Send out a newsletter featuring the highlights of the event, write blogs and social media posts letting everyone who couldn’t make it know exactly what they missed. Use the same strategies you engaged in your pre-event planning, and keep that conversation going and keep the buzz buzzing!
Launching a New Product: So Much to Consider, But Worth Every Moment!
As we’ve seen, launching a new product and coming up with a new product launch strategy is something which is going to involve all your skills as a businessperson or event organiser. However, when done properly, the potential for boosting business is enormous, and long-lasting.
Here at Mask, we’ve been involved with product launch events for years, and they’re among our favourite types of event to help organise. We’ve got the skills, the experience, and the resources to make your event a roaring success… and that’s why we’re a top industry provider of these specialised services.