Product launches are without a doubt some of the most exciting and rewarding events you could ever hope to organise. Providing the opportunity to introduce your latest innovations to the market, a successful product launch can provide a significant boost to your latest business venture.
Although planning and executing the perfect product launch involves various important considerations, the process can be relatively straightforward with the right tools and resources available. As a specialist after dinner speakers agency with many years of experience in organising a range of corporate events, we know all there is to know about how to launch a product. So, here’s how to do it:
1. Take Time To Truly Understand Your Product
This step may seem like a given, its sheer importance makes it worthy of featuring as the very first consideration on our list. Product launches are all about effectively communicating your product’s unique selling points (USPs), and to do this, you will have to develop an in-depth understanding of what your product can offer.
This can be done by drawing on the expertise of the various departments involved in the product’s development. Bear in mind that your audience on the day might consider your product from different angles. To make sure you have each of these bases covered, you will have to carefully study your product not just from a marketing standpoint, but also from a more technical and commercial angle. In doing so, you will be able to ensure you maximise your product’s impact on the day of the event.
2. Identify Your Target Audience
Once you’ve identified the areas in which your product excels, it’s important to set out the needs and expectations of your target audience. Luckily, you will likely already have considered your product’s target market during the product development phase, and you can use this step to build further from there.
The needs and characteristics of your target audience aren’t just relevant to the type of products they’re interested in – they can also partly determine what they expect from the event itself. Keeping this in mind will help to guide your decisions on how to design your launch.
3. Creative & Review Your Core Message
Effective communication is key to any successful event, and the launch of a new product is no exception. Therefore, how you communicate your product to the audience in attendance is central to the success of the occasion. From press releases to corporate branding on the day itself, it’s important to make sure your core message is a prominent feature throughout.
Once you’ve established your core message, it’s time to set out a more comprehensive communication plan detailing your communication efforts before, during and after the event. Doing so in advance will support you in delivering a consistent message that is reflective of the quality of your product.
4. Establish Your Budget
Having considered the above, it’s time to take the first practical steps needed to ensure the successful launch of your product. Establishing your budget will often be the starting point of any event management process.
To come to the right budget, you will have to consider the facilities and services you intend to make use of on the day itself. Venue location, technical facilities, catering and numerous other services will all need to be considered to establish a budget that reflects the needs of your event. In some cases, this may require you to compromise in certain areas. However, central considerations such as venue size, venue location and technical facilities should never be compromised on, as these facilities are crucial to the successful running of any event.
5. Choose A Venue That Matches Your Product
Unsurprisingly, the venue you select will need to provide each of the facilities set out in the previous step. In the case of product launches, however, the venue plays a further role in serving as an extension of your product image. As such, it may in part determine how your audience views the product in question.
With this in mind, your chosen venue needs to reflect the product image you wish to communicate. For example, if you’re presenting a product that is characterised by its simplicity and slick design, it may be advisable to choose a venue that evokes a similar atmosphere. Alternatively, if your product represents an innovation in the creative sector, it may pay off to select a venue that is eye-catching and less conventional.
6. Find The Ideal Keynote Speaker
Keynote speakers are often called upon to lend their public profile and expertise to a wide range of product launches. Bringing a star quality to the event, the right guest speaker can have a significant impact on the occasion’s success. The most suitable type of speaker will depend on the product or the wider industry in which you’re active.
Watch keynote speaker, Ken Segall, take the stage by storm at our London-based corporate event.
If your product or audience relates to the sports industry, you may want to consider booking the likes of Harry Redknapp. Alternatively, if you’re looking to entertain your audience with a fascinating speech on the ins and outs of the business world, you may instead wish to opt for the likes of Richard Reed.
You could even combine the two in the form of a speech by Baroness Karren Brady – the possibilities truly are endless. Whichever speaker you select, a keynote speech is a perfect way to put your new product launch on the map.
7. Don't Forget The Finishing Touches
The decisions you make should naturally come together before the event, although unforeseen circumstances are always able to arise. In this case, it’s important to keep an overview of what you’re attempting to achieve. Make sure to take care of any finishing touches, which could include sending out reminders and communicating any last-minute changes to speakers and various other stakeholders.
8. Create A Lasting Impression
If you’ve made sure to carefully consider each of the above steps, you will have given the launch of your new product the best possible chance of making a real impact. However, your product’s success continues to be relevant even after event day.
For this reason, it’s vital to create a lasting impression of the launch. Easy ways of ensuring your product remains in the mind of your audience include handing out promotional material and offering special discounts to attendees. These touches will provide an incentive for your audience to be mindful of your product long after the event has ended, helping to strengthen your product’s business potential in the process.
Planning a successful product launch is no easy feat, but the steps detailed above can go a long way in ensuring your latest product gets off to a flying start.
Jack Hayes was appointed Director of the Champions Speakers agency in 2012 becoming one of the youngest Directors in the UK. A year later, Jack became a founding member of the European Association of Speakers Bureaux (EASB) collaborating with speaker... Read more
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