Congratulations, you have a new product entering the market and this is an exciting time for your company. All your hard work is about to pay off — if you handle the launch correctly- hopefully you have an event launch plan, right? One of the most successful ways to release a new product is through an event. But don’t worry, product launch events don’t have to be scary. They just take a bit of strategic planning for both Virtual or In-person.
Ideas for Your Next Product Launch Event (In-Person or Hybrid)
Here are some product launch event ideas you can use to improve your next launch. Let’s quickly recap the key takeaways:
- Build up anticipation before your event. Exclusivity, well-time press releases and competitions can help build buzz.
- Create an intriguing atmosphere. Your event brand is what people will think of when they think of your product launch event. The venue, the speakers, the design and the speakers will all contribute to the wow-power of your event.
- Know your target market. Whether your company is B2B or B2C will influence the tone of your event and how you personalize the attendee experience.
- Personalize the attendee experience. Through event technology, hands-on sessions, and one-on-one access to product experts at your company product launch events have the potential to create a meaningful experience for attendees.
Product Launches- Make it memorable!
In planning a virtual product launch, it’s imperative that the event shines. What about the idea to create an immersive, 3D virtual space that brings the attendee into an event center or themed venue. Guests can opt to go into different rooms, and products can be placed throughout the space, viewable via a 3D walkthrough. Both options allow for brand visibility and product placement within each space If she’s planning the launch of a new liquor product, for example, customers can open a virtual door, enter a bar and peruse a shelf filled with the liquor bottles. If they feel like they’re actually experiencing certain elements as if they’re there, it intrigues them even more and it creates that interaction that you want to have with the guests.
Keep it interactive.
The owners of Beckon Ice Cream, a premium ice cream brand made with lactose-free dairy, had plans to host sampling events when they launched two new flavors at retailers across the country. When the quarantine began, the business invited customers to an “Ice Cream Social (Distancing)” event over Zoom. Co-founder Gwen Burlingame says that during the video call, they chatted about the ice cream with customers — which was available for exclusive pre-order through the Beckon website — and, to keep it lively and fun, played games and offered giveaways. “We did trivia and some fun things and we gave away free pint coupons to the winners. And then afterwards, everyone who attended got a digital goodie bag,” she says.
Schedule virtual desk-side meetings for one-on-one interactions.
How about the use of scheduling virtual appointments? The move online, it turned out, allowed the team to meet with nearly twice as many people in a day as they would have met with in physical meetings, because they didn’t have to travel. Conversations tended to be deeper, too, because the involved parties seemed more attentive and less distracted than in real life. Overall, meetings are a success saving everyone time and the client money
You may not be able to use every single one of these tips. The good news is, you don’t have to. Even just a few of these tactics can improve your event. So choose a product launch example that works best for your company and go for it. Although the focus should remain on your audience, you cannot forget about your own brand. This includes your:
- brand style and voice,
- unique story,
- values and mission.
You need to stay true to your brand and deliver a unique experience. Providing a personal touch that creates memorable moments helps this. But not if it’s at the expense of your story and style.
Find the balance between you and them.
Align these two aspects as best you can.
Think about Apple and Steve Jobs…the black turtleneck, the focus on storytelling, the visuals and sounds and how everything they do (even to this day) stays true to their vision and brand.
A great example of this comes from MOZ and its annual conference where they launch new products and services, as well as connect their audience with one another. As a company, Moz has a distinct style all its own. From co-founder Rand Fishkin’s Whiteboard Friday segments to the company mascot, Roger the friendly robot, Moz is totally unique.
For more information on how we can take your Product launch to the next level, please contact us for more information on our programs & pricing.