If ‘yes,’ then hopefully you’ve spared a thought for the ways in which you’re going to introduce your new product to your target market. You may be busy developing a quirky campaign, writing a press release or designing flyers, for instance.
However, if you really want people to notice your new offering, then you need to organise a product launch event. A launch event is a tried-and-tested way of introducing prospective buyers to your new product, giving you a chance to demonstrate its benefits, answer questions, and listen to feedback.
A launch event will give your new product the attention it deserves. However, there’s plenty of planning required if you want it to be successful, so here are a few tips:
Timing
Timing is key to your product launch. It’s essential that the product is ready for public consumption immediately after the launch when it’s still ‘fresh’ in your invitees’ minds. If it’s nowhere near ready but you’ve already set a date, you should really consider rescheduling.
You also need to think of when is best to launch your new product. Dependant on the product itself, you may want the launch to coincide with a certain time of year. For instance, if it’s a new children’s toy, it would be a good idea to launch it in the run up to Christmas.
Audience
You’ve got a target audience, right? Well, you need to reach out to them with your new product. Although you may crave exposure, there’s no use in inviting people to the event that have no real interest in the product. At the end of it all, it’s a case of quality over quantity; a handful of potential buyers are far better than a room full of people with little interest.
You can reach out to your target audience in numerous ways and it really depends on whether you want the launch to be a trade, media or consumer event. If you’re targeting people in the trade, for example, then attending relevant trade events in the run up to the launch will allow you to meet like-minded people, including key industry players and editors of trade publications who you can invite to review your product.
The experience
After you’ve determined your budget, the next step is creating an experience your audience won’t forget. First things first: location, location, location – you need to hold your event somewhere that is easily accessible for your audience, as well as somewhere that will positively reflect your brand and product.
Once the venue is booked, now you need to get down to the ‘nitty gritty,’ so to speak. How can you give your audience an experience they won’t forget? The event needs to be memorable so you want them to come away having had a positive experience.
The best launches will be interactive events where invitees have the chance to experience the product themselves. You may choose to hand out information packs for your new offering, or provide discounts to people who purchase at the event.
At the same time, you need to ensure that you’re not too overbearing with your product. It’s important your invitees feel relaxed and comfortable so they have an enjoyable experience. You could hire meet and greet staff to welcome guests as they arrive, or catering staff to help you supply the attendees with refreshments during the event.
Follow up
So, how well was your product received? It’s time to find out. You need to keep the momentum going with your new product, which means that you should be making contact with the invitees a few days after the event.
An event alone will not guarantee a product’s success; it’s what you do afterwards that ensures people remain interested. Follow up calls and emails should be sent to your invitees, and you can also use social channels to interact with people who were at the event to re-generate interest.
