How to organise a product launch that people remember
You don’t need to be launching the next iPhone or a new range of talking robots to make your product launch a success, and one that people will remember.
Often, developing your new product, or range of products, is only the start of the challenge – launching it into the market is something entirely different, and can be a bit of a make or break moment. According to Robyn Sachs, president of RMR & Associates (a US marketing and PR firm), new products earn around half of their sales and profits much earlier in their life span than most business owners think; this just shows how important it is to get a product launch right.
Step 1: Define your objectives
With this one, bear in mind that an event isn’t always the best way to go to launch a new product. It really depends on the product, the market and what you’re trying to achieve with the product launch. This is where defining your objectives comes in.
We all know that the ultimate goal is to eventually generate sales for your product, but there are several ways you can go about it. You could be looking for a spike in media coverage, to reach out to key influencers in your industry, or just want to boost awareness within your customer demographic – whatever your purpose is, it’s critical you decide on it first, as it will impact who the target audience is for the event itself. This leads us nicely on to Step 2…
Step 2: Choose your audience
Once you know the objectives of your event, you can start to invite the right people. There are thought to be 3 main types of events; trade events, media events and consumer events. So, if your objective is to reach key influencers, you may hold a trade event and invite experts or influencers in your field. If you’re looking to gain media coverage, host a media event and get editors from relevant publications on board. If you’re looking to create a hype and raise awareness amongst customers, choose a focus group from your relevant demographic, or leave an open invite for those interested to attend.
Whichever route you go down, stick to it! As with marketing in general, don’t be all things to all people. Keep your event tailored to your audience, and this will enable you to get the right message to the right people.
Step 3: Make people want to go
Sounds obvious, but can be harder than you think! People these days are generally busy, so getting their attention and turning an invitation into an attendance depends on you making your event something that they don’t want to miss. There are two elements to this, and the first is making a wise choice with the location. Where are your audience based? How easy is it to get to? A trade show or exhibition can be an obvious choice, but don’t be afraid to think of something outside the box like a cyber event, holding something outside on the street or somewhere that strengthens the message of your brand.
The second thing to consider is how your brand can stand out. It’s a constant challenge, and easier said than done, but is key for your product right from the get-go. Think about how you can provide value for the people who attend, whether it’s a guest speaker or a one-off experience they can’t receive anywhere else, and remember to link it back to your product.
There you have it; 3 fairly simple tips, but 3 things to definitely keep in mind when getting caught up in the excitement of a product launch!
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