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Event Management

How To Plan A Product Launch Event Successfully In 2024

Yashika Tangri
April 17, 2024
min read
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A product launch event is a fulfilling moment for every company where months of hard work finally unfold into something valuable. With the right product launch event ideas, you can build a powerful connection with your audience and even acquire sales at the event.

Join us to explore practical ways to successfully plan a product launch event.

A. What is a product launch event?

A product launch refers to introducing a new product to the market and the media circuit. The aim is to present your product in the most flattering and exhilarating way to generate buzz and sales.

The key idea of a product launch event is to introduce and build interest in the product to serve as the foundation of a successful sales and marketing initiative.

Here are some common goals that businesses are typically hoping to achieve with a product launch:

  • Increasing revenue
  • Building product awareness
  • Finding a product-market fit
  • Building product awareness
  • Building a brand reputation in the industry

B. How do you plan a product launch event successfully?

One of the central goals of a product launch event is to get people talking about your product. 

Here’s how you can do it:

1. Choose a relevant theme

The theme of the product launch event should be related to the product or your industry. It is the biggest opportunity to put your product on display and give your attendees real, hands-on-play time with it. 

For example, for digital marketing software, the perfect theme could be online marketing. The primary goal of establishing these themes is to create a cohesive message and provide a memorable guest experience.

Consider these tips for choosing an appropriate theme for your product launch:

i. Focus on your goals

Considering your event goals and the impression you want to leave on guests can help you determine the correct theme. Do you want to create immersive experiences or a space for education and discussion? Answering these questions will help you decide what theme and activities to include in your event.

ii. Consider your audience’s demography, interests, and desires

The best way to determine the most effective theme is to analyze your audience demographics and plan accordingly. Who is your audience? Are they distinguished investors, loyal customers, industry influencers, or press?

Considering key demographics like the age of your audience will help you plan for the event theme. For example, younger guests enjoy playful and creative themes, while older audiences may prefer a more reserved and sophisticated space. You may also incorporate extra social media elements and photo opportunities for a younger demographic.

To create a more engaging theme, learn about what event attendees have been to previously, what they enjoyed and didn’t like about the event, and their experiences. This will help you tailor your event to the likes of your target audience.

iii. Make it inspiring

What is exciting, innovative, and unique about your product? Make sure to present these in a visually appealing way with the use of audio/visuals.  Otherwise, your guests will not fully comprehend your product, and there will be no excitement. Immersing your guests in an inspirational theme will allow them to engage with your brand and create excitement for your new product.

iv. Make it relevant

Your theme has missed its mark if it doesn’t relate to your audience. Consider a theme that’s relevant to your industry and aligns with your audience’s interest. Depending on the product's essence, you could choose the theme accordingly. 

For example, for a tropical juice brand, you could go for a pool or garden party for a new line of summer dresses. Likewise, you can choose a modern and futuristic theme if your product is software.

2. Choose an interesting venue

Choosing an awesome venue can greatly help with marketing an attendee experience. Pick a venue that people can associate with your product and complement it well. For example, if you are releasing new software, choose a venue that can accommodate a big screen and that’s been used for tech and IT shows.

The venue should also cater to a local demographic. Don’t choose a venue that makes your guests commute way out to get to the location.

Use these tips for picking the perfect venue for your product launch:

i. Ensure your venue complements the theme

The venue should perfectly match the event’s theme and brand personality. Choose a unique and exciting venue if the product is fun and youthful. If the foundation of your brand is luxury and class, the venue should be sophisticated and elegant.

Here are a few tips:

  • Consider choosing sleek and bright event spaces for launching innovative products and new technology, preferably a modern studio, restaurant, or hotel
  • Utilize unique designer spaces like cocktail bars, art galleries, or boutiques to generate buzz and express creativity
  • Highlight your company legacy or historic past by hosting your product launch in a historic museum, town hall, or library
  • Consider utilizing an outdoor venue like a public garden, courtyard, or park that can attract large crowds while providing space for live performances and product demonstrations

ii. Keep it simple and unique

Your venue should be comfortable and unique, but make sure it does not outshine your product. For example, your audience might get distracted if you choose a venue with vaulted ceilings and striking architecture.

Instead, choose a venue that allows you to highlight your product in the best light through creative displays, decor, and lighting. Venues with empty walls and spacious rooms are also a good choice to make it easy to tailor the entire decor and make it yours.

iii. Choose a convenient location

Choose a venue that is centrally located and easily accessible. The possibility of attendance rises when guests don’t have to travel far for your event. The venue should also have ample on-site parking spaces and be convenient for public transportation. Also, consider a venue with large doorways, ramps, and loading bays to easily transfer AV equipment, display, and other props.

iv. Consider capacity before booking

Your venue should be large enough to accommodate all guests comfortably but small enough so that each room appears full. Booking a large venue is fine until it looks empty. When people come and see an empty room, it can easily kill excitement. When you scout for venues, remember to ask for the maximum capacity of each venue.

3. Plan your engagement

The key idea of a product launch is to be informative, but there should also be an entertainment element to make it more fun and unforgettable.

Consider these tips to keep your engagement intact:

i. Lighting

Lighting has the power to set the mood and elevate your event theme. Try creating a fun environment with colorful string lights and other creative lighting fixtures, or stick to a more traditional feel with candles or chandeliers. Place lighting strategically to draw attention to product displays, brand your space, or direct guests around your venue.

ii. Decor

Event decor is another essential element that can help you create a cohesive theme to express your brand in every detail of your party. Ensure to keep these elements in mind when you plan for the decor of your event:

  • Decorate your podiums with floral arrangements or eye-catching graphics instead of keeping them blank
  • Incorporate comfortable couches, trendy high boys, classy dining tables, or any other furniture that suits your product launch event
  • Set your stage with proper lighting and creative design to improve the visibility of speakers and presenters.
  • Cover up blank walls with attractive displays, balloon features, curtains, and other unique elements to transform a plain space into an Instagram-worthy photo opportunity

iii. Music

Once your event's visual elements are set, it’s time to focus on sound. There are multiple ways to include music in your event, such as background music, DJ, or hiring a live band to set the tone for your product launch event. Slower and serene music can help participants focus during presentations, whereas upbeat music can keep your guests energized and excited.

iv. Entertainment

Planning your entertainment is crucial to providing your guests with a fun experience. Try incorporating entertainment elements like music, audio/visuals, and games to allow customers to directly interact with your new product. Your guests are likelier to connect with your product and stay loyal to your brand.

v. Photo booth

To have a truly lasting impact, photos are a great way to keep your event fresh in people’s minds. Encourage your guests to take pictures at your launch event by creating attractive photo opportunities with photo walls, art installations, window displays, and other Instagrammable decorations.

4. Create marketing campaigns on social media

Creating an online marketing campaign is essential to spread the word about your event and attract attendees, especially on social media.

There are multiple ways to do this:

i. Create a hashtag around your event

Create a unique and catchy hashtag to create visibility for your event and awareness of your product. Use the same hashtag to post on Facebook, Instagram, and Twitter. When you launch your event, share about using the hashtag to keep customers interested and boost your post-launch sales. You can even use a branded hashtag in a giveaway or contest. This will encourage customers to create posts using your hashtag and increase the visibility of your product.

ii. Create engaging videos

Videos are an excellent way to engage customers and build hype around your event. Incorporate these tips to create compelling videos for your product:

  • Utilize short videos to demonstrate your product’s best features in a unique light to create interest
  • Shoot behind the scenes at the development or testing stage of your product. This will help your audience connect with your product more
  • Use sneak peek videos to reveal small details about your product to build curiosity without giving away the entire thing
  • Ensure all the content that you create is entertaining and shareable 

iii. Create an event countdown

Creating an event countdown is another tried and tested method for building excitement around a product. You can post the countdown on Instagram stories so that when customers visit your profile, they'll see reminders about the upcoming product launch.

iv. Collab with an influencer

The fastest way to build buzz around your product is by collaborating with an expert or an influencer. This can add a layer of trust and credibility to your product that could otherwise take years to build. Working with influencers can give your product a seal of approval, making it easier for followers to accept.

5. Post-event follow-up

To successfully close your product launch event, continue with a follow-up. The days following your event offer a unique opportunity to continue building buzz around your product. 

You can capitalize on these opportunities through these strategies:

i. Continue the buzz on social media

After the event is done, focus on sharing posts from the event and about your new event. This will remind the attendees of their positive experiences and make others curious about your product. Include a hashtag on every post to increase visibility and exposure.

ii. Gather feedback from attendees

To know the participants’ views about your product launch event, start gathering feedback by sharing a post-event survey. This will help you to plan your next product launch even more strategically. You can do this via mail, call, or social media.

iii. Offer incentives

Creating a special add-on trial for your product can also be a great way to improve sales. Consider creating an exclusive deal for event attendees only. This can keep people talking about your product for days to come, which can engage new customers.

Be sure to capture your participants’ contact information during the registration process. Make them a part of your new product’s journey to make them feel attached to the brand or product.

C. Planning the perfect product launch with Ticket Generator

A successful product launch event brings together several factors - the mix of people, the event experience, and the buzz the event generates. Starting with the ideas we’ve shared above can make a big difference.

Ticket Generator is a modern and reliable tool for all key aspects of organizing a product launch event, like seamless registration, contactless entry, and post-event analytics.

You can Sign up now to get started!

Author's Image

Yashika Tangri

Yashika Tangri is an amazing marketing manager who operates from Trycon Technology's Noida office. Her name signifies success and fame, and she has certainly lived up to these expectations.

At work, Yashika is a highly efficient digital marketing organizer and a source of inspiration to her colleagues with her positive demeanor and professional work ethics. Despite being a lifelong student of science, Yashika decided to pursue a career in marketing in 2018.

After work hours, Yashika enjoys creating new playlists on Spotify, and she is an avid reader who finds solace in escaping reality through the pages of mythology books.