If your brand is launching a new product, you’ll need to consider how you’re going to create a buzz around it. Social media can do a lot of the groundwork for you, but if you really want to make a splash, a product launch event is the way to go.
However, planning a product launch isn’t like organising any other event and there are a number of important factors to consider if you want to achieve a successful outcome. Between choosing the perfect time for the launch and promoting the event, there’s a lot to think about and if you’re new to product marketing it can feel overwhelming.
Here, we outline some tips for throwing a successful product launch.
What is a product launch and why are they important?
A product launch is a business’ pre-planned and coordinated effort to introduce a new product to their market. Not only does a product launch give customers the opportunity to buy the product, but it also helps build anticipation about the release of it and promote awareness of the product and the brand.
A product launch that’s carried out well has the potential to build trust between the customer and the brand. This is why many companies offer free samples as part of a product launch, as it allows their customers to try the product without spending any money, as well as alleviate scepticism around the product.
Let’s look at how to run a successful launch event.
Define your purpose
As with any business venture, the first step to planning a successful launch event is to determine the purpose of the event. Consider what you’re aiming to achieve as a result of the party. For example, is your goal to sell the product at the launch or simply to build anticipation.
Invite the right people
Just as you would with any marketing strategy, the best way to achieve a positive outcome is to target the right people. Invite people who you already know are interested in your products, such as people who’ve signed up for your marketing emails and your existing customers.
Timing
Product launches usually take place just before the product is released or at the time of release. It would be worth checking what’s going on in your industry around that time to make sure your proposed launch event doesn’t clash with anything else.
Promote the event
Marketing is a key factor in creating a successful launch event. Utilising social media will help you generate buzz about both the product and the event. If you can find a local influencer who’s appropriate for your brand, consider asking them to collaborate with you.
Promotion throughout the community can also be a great way to boost awareness of your launch party. Colourful printed posters are sure to capture attention and help spread the word, and most local businesses will be happy to put these on their noticeboards.
