Launching a new product into the world can be a nerve-wracking experience. Will people be interested? Will the launch event go to plan? Will the venue fit the purpose of the event and be able to handle your requirements?
Our experienced team at Chill Out! Event Management can take the pressures off your mind and ensure your launch event is a great success. Read on to find out more about product launch events through our guide.
What is a Product Launch?
Our team has over 20 years of experience in event management and planning. This includes product launch events, but what are they?
Product launch events are set up to show off and build hype about a new technology or product you are bringing to market. This is your chance to invite your customer base, staff and the press to learn more and potentially test your product in an interactive environment.
This is no longer strictly only a physical event. Chill Out! Event Management stays ahead of every trend to ensure you get the best service possible. This includes having the capability to manage events in physical, hybrid and virtual settings. Read on for some tried and tested tips and product launch event examples.
Product Launch Stages
Pre-Launch
If you are looking to launch a product successfully, it all starts with strategic planning, something the Chill Out! team specialises in. Our proven approach ensures your goals are compiled, refined and realised. We then bring these ideas to life with interactive elements, seamless logistics and precise attention to detail. This phase will include pre-event interactions with the delegates and can involve sending out event teasers. These are important elements to set the scene for your launch!
Launch
The launch stage of the process is where all that hard work pays off and the event takes place. Our team will have worked with you to create the perfect environment to unveil your new product to the world. This is where potential customers will get to learn and experience your vision. We will be with you throughout the event to manage all aspects of the logistics and production. Enabling you to concentrate on interacting with customers and promoting your new product.
Post-Launch
Our support doesn’t end when your event ends. We can collect data from your event to discover vital information from your delegates about the product and the event itself. This can help you to understand your customers better and to incorporate any feedback into a future event. We can also provide you with video and images of the event, which you can share on your socials to generate further interest.
13 Powerful Product Launch Possibilities
1. Pop-Ups
The first of these product launch event examples is holding a pop-up event. These events are great for generating an immediate level of excitement and buzz.
These are hands-on events that allow for product interaction with your clientele, leading to valuable real-time user feedback. This is a far more cost-effective method to determine the market’s impression of the product than leasing a full retail unit. Those savings can be put into providing some free merchandise to give out to the people who turn up as a reminder.
Pop-up events can create a surge in sales thanks to the air of exclusivity and urgency, as they can be a spur-of-the-moment, temporary action. Using a pop-up style launch is also a great way to have your product make a splash on the market, as it can be launched from a variety of locations, offering a more interesting and unconventional experience more likely to garner organic media attention.
2. Online Buzz
Social media and the online world are now the most expansive and arguably the best way to build a reputation for a business or product. One clip can capture the zeitgeist of the online market and go viral, leading to a following from around the world.
The Digital Marketing Institute ran a study around this topic and found that just under half (49%) of consumers say they “depend” on influencer recommendations when making their minds up about a new product. All this online buzz can be garnered through social media channels.
Offering an influencer your product for free in return for a review or just some publicity can be one way, but many can be hired as a ‘paid ad’ to ensure they include various points or keywords of your choosing.
3. Teasers
Teasers are essentially sneak peeks of your product designed to build hype. Just like with movies and video games, releasing some sort of content surrounding your product prior to launch can build a huge level of curiosity and excitement for your brand. There are two main ways that this can be done.
One is to release some behind-the-scenes footage of the team working away and explaining their process of making it, educating your client base on all of the dedication and skill that has gone into your product.
This makes your company appear warmer, more human and relatable, which can build a strong connection with your customers.
Another way is to create some form of narrative to coincide with the launch. Breaking these teasers up into different sections of a story can be better for grabbing and maintaining attention, as more and more details are revealed.
4. Product Demos
Product demonstrations are one of the product launch event examples that can come in many shapes and sizes depending on what your product is. One of the brilliant aspects of a product demonstration is that it can be incorporated into various launch events.
Having a pop-up event on a high street where members of the public can come and try out whatever it may be in real time can work well. As well as holding demonstrations at larger industry expos. Giving your client base the option of trying before buying can build trust and remove any hesitation they may have about making the investment.
Another thing to remember is that performing these demonstrations before the initial launch can be a great way of product testing, building anticipation and even getting pre-orders.
5. Networking
Networking can mean a number of things at a product launch event. It can refer to networking with the public if you are not operating on a B2B model. It could be referring to building ties with others in the same industry who may be able to use the product. The key with networking is that it creates discussions.
Having the right network at your launch event can sell your product for you, with discussions taking place that have the potential for one person to point out features not seen by another. This method can work both in physical and hybrid settings and can be a great way to allow your clients to speak with each other and you about your product.
6. Branded Hashtags
Making use of the branded hashtags that can be found on multiple forms of social media is a crucial piece of the puzzle for increasing brand awareness and creating a community around your product/business.
Hashtags are the best way of creating organic, user-generated content (UGC). Once customers see that by using your hashtag, they will be shared by your channels, it will start to inspire more to do the same.
This creates traction and increases audience sizes for both parties.
A successful hashtag campaign can provide valuable marketing data, increased engagement and a way for customers to find all associated details from just a search of a hashtag. Creating a snappy, unique and memorable hashtag is key here.
7. Contests and Giveaways
Creating contests and giveaways can have a similar immediate effect as a pop-up event. Regardless of the industry or customer base, everyone likes the chance of getting some free merchandise.
Contests can be implemented in different ways to build buzz. For instance, customers who pre-order your product can be automatically entered into a prize draw for extra bonuses and giveaways, which makes people feel like they’re getting more than they paid for.
Or contests can be set up with the promise of receiving your product for free if you win. This can build buzz and anticipation around the product and the contest, with anticipation rising to a point that those who don’t win will end up buying it anyway.
8. Launch Event
A well-executed launch event can create a memorable first impression and an enhanced level of positive energy that can increase the market reception of your product.
Holding a launch event is a sure-fire way of engaging and attracting stakeholders. They can draw attention from influential figures, the media and investors. Launch events can be held in a similar way to gala events as platforms to both celebrate the hard work of your team, as well as getting your name and product out there while touching base with your invited customers.
Chill Out! can provide you with our expertise in organising a launch event to remember.
9. Influencer Collabs
A more modern addition to the list of product launch event examples utilises collaborations with influencers to show off your product. Influencers have started to overtake and step into the shoes of celebrities as far as advertising is concerned. There are still celebrities nowadays who are synonymous with brands, like Johnny Depp with Dior or Lenny Henry with Premier Inn.
Internet culture is surging, and it is now an even wiser move to choose an influencer to build hype and show off your product. The more informal style of content found on social media platforms brings a higher sense of authenticity to your product launch. Even with scripts or keywords sent to your chosen influencer, it comes off as far more natural than a produced advert.
Choosing the right influencer who fits in with the themes of your brand is both crucial and useful, as they will have a ready-made customer base primed to purchase your product.
This can be more impactful if your product is aimed at a younger demographic.
10. AR Experiences
One of the newest additions to the list of product launch possibilities , AR experiences use some of the most up-to-date technology on the market today. AR or augmented reality overlays 3D rendered graphics in real time. These can be combined with other virtual reality elements to further boost customer engagement.
AR can be used to facilitate virtual product demonstrations tailored to each person. As connectivity improves around the world, it is harder to fully engage with clients, but this method can allow for a virtual face-to-face discussion about the product.
There has been research to suggest that customers who have experienced AR have responded well and seen an increase in purchase intent. It breaks the barrier between customers and businesses around the world and is an exciting new trend that can set your brand apart from others.
11. Pre-Order Access
Like in the contest and giveaway example, pre-orders can be a phenomenal way of generating hype for a product. Pre-orders can be improved by some form of incentive that won’t be available upon general release, this could be a free feature, some extra merchandise or an increased warranty.
A successful pre-order campaign gives your brand guaranteed sales, a strong forecast for demand and less risk to production and inventory. Getting early upfront cash flow can also provide some wriggle room in the budget to ensure the product reaches the general market smoothly.
Finally, as long as the product meets expectations, those who make use of pre-order techniques are often more loyal and have a higher chance of becoming advocates for the brand.
12. Market Research
Conducting customer surveys is best done at multiple points throughout a product’s launch process.
Pre-Launch
Sending out surveys to customers in the planning stages of your product is crucial for market research. It can inform you on the kinds of features people are looking for in said product, as well as price, size and more.
Once the product has been finalised, these surveys can be sent out as part of a beta testing process. This will provide information about the accessibility and allow you to work out any kinks in the system before the big day.
Launch Day and Post-Launch
The launch and post-launch parts of the process are equally important. Asking for client feedback is normal in all industries, so sales and the launch of a new product or technology should be no different.
Surveys at this stage can be used to find out what your customer base thought of your pre-launch and marketing strategy, what they would like to see in the future and any immediate changes or improvements that are needed.
13. Behind-the-Scenes Content
Finally, filming and sharing behind-the-scenes content can be helpful for a number of reasons. Like with the teasers and other social media content ideas, releasing behind-the-scenes content is arguably the best way of making your product and brand more personable and trustworthy.
Giving your customer base information on not just how your product works and what it can do, but on the process it has taken to get there, can be interesting and useful for a better understanding of why they need to buy it. In a world with so much online uncertainty, providing a transparent look into the heart of your company can be crucial to launching a new product.
Benefits of Launch Events
A well-planned launch event can generate a lasting buzz for both your company and your product. It can garner excitement from your ideal customers and beneficial press from journalists. With the correct planning and execution, your subsequent product launches could reach a point where the industry starts putting them in their calendars.
As well as driving early sales and potentially getting coverage in the media, a launch event can be your chance at establishing a connection with your audience directly. With Chill Out! handling the behind-the-scenes management, you will be free to answer questions and show off the product or technology you are launching.
Crafting an impressive launch event should also be seen as a platform for your marketing and PR branding. Setting aside a healthy budget and planning a good launch can show off what you’re like as a company. When your customers see the attention to detail you have put in and we have supported, the value of your whole company can increase.
Top Tips for a Successful Launch
Before any of the tips mentioned in this guide to product launch event examples, a clear objective needs to be determined. Who are you marketing your product towards? Are you looking for sales or subscriptions? Is the product ready to go, or are you seeking investors? All these questions are important and should be at the top of the list for a successful launch.
One of the best tips to keep in mind for ensuring your launch is as successful as possible is to perform a SWOT analysis.
Strengths
These are your USPs that give the organisation a competitive advantage. They highlight what the company does well, whether that be strong brand recognition, skilled staff or proprietary technology.
Weaknesses
Weaknesses are internal factors that place the organisation at a disadvantage compared to competitors.
Opportunities
Opportunities are external factors or trends that the organisation can capitalise on to grow or improve performance. These could include market expansion, consumer behaviour and even the time of year.
Threats
Threats are external challenges or risks that could negatively impact the organisation. They often come from competitors or economic shifts.
Product Launch Events with Chill Out!
Now that you have read through and been inspired by these 13 product launch examples, the starting point for your meticulously planned event is just a few clicks or a phone call away. Our team is passionate and dedicated to helping you realise your vision and has over 20 years of experience from around the world to make that happen.
Whether for your upcoming product launch event, a conference event or an incentive programme, Chill Out! Event Management has everything you need. Get in touch via our website here or give us a call on +44 1344 643 409.