Published: April 2024
Are you looking to introduce your latest product, service or brand to the world? Hoping to attract potential customers, clients or investors? Or strengthen relationships with existing customers or employees? When launching your product, you need to consider how to demonstrate your product’s strengths by incorporating them into the existing partnerships, event space, and branding. Whether it's a live demo, interactive exhibition, or PR event, here are some of the ways you can create the perfect launch event…
When creating the branding for your launch event, it’s best to develop a strong identity that adopts the themes of your product and provides the right messaging for your desired audience. Consider themes that incorporate your original brand, yet provide new and exciting elements to kickstart excitement for the latest developments. Create a concept with strong colours, imagery and messaging that align with the launch’s purpose and accurately illustrate your goals. Make sure you’ve defined your audience so that you understand how to reach them effectively. With a catchy name, memorable logo and imagery that reflects your concept, you’ll be able to set the tone of your event straight away.
Once you’ve designed your visual identity, ensure it’s applicable and consistent across all channels and formats. You’ll want to tease the event on social media, email newsletters and targeted ads building up to the event, getting people excited and chatting. Send previews, highlights or early access to loyal customers and lucky winners. Perhaps you can give them a discount code. Whatever you do, make sure your event identity is bold, concise and communicates your product clearly.
You’ll also want to make it consistent across physical formats. When attendees enter the experience, they'll need to follow signage, pick up related materials or instantly recognize a surprising element that relates to your brand. Create familiarity by being consistent and incorporating your identity into all granular details. It not only makes life easier but allows you to clearly communicate your product.
Once your event identity is designed and promoted across several channels, it’s time to choose a venue that will provide the perfect atmosphere. When planning your event venue, it’s important to consider factors such as capacity, location, and accessibility. But before you can plan these, you need to focus on where you can create the most impact. Picking an impactful venue is the ‘make it or break it’ of events, and a product launch is no exception. This is the first time your audience will see, test, and learn about your new offering, so your location needs to hit the right mark.
Think about the significance of the location - is it somewhere that is vital to your product or service? Is the service provided at that location? Or is it somewhere that reflects its overall purpose? Perhaps, it’s somewhere your target audience frequently visits or would associate with your brand. Unique or iconic venues always leave a lasting impression - landmarks set a picturesque backdrop which can easily be utilised in photography and builds. Cultural centres, or areas that are hubs of creativity and innovation will help to reach the right people and generate a lot of buzz.
When launching Virgin Media O2’s platform ‘Stream’ to the public, we created a 4D Billboard outside Kings Cross Station to reach travellers at one of the busiest stations in the UK. We needed nationwide reach, and with a 1M+ average weekly footfall, and average dwell time of 25 minutes, we got exactly that. The experience hit spectators in a way that digital content couldn’t and made the entire station aware of Virgin Media’s streaming platform Stream.
Sometimes you may have fewer options, with budget constraints or being part of a larger exhibition. No problem! One way to save budget is to hold the launch event at your company headquarters, allowing you to showcase in a way that’s authentic and loyal to your brand’s origins. When launching at a larger exhibition or conference, tap into the atmosphere of collaboration and innovation - perhaps partnering with the other brands, or designing a space that stands out from the crowd. Either way, you’re not limited if you effectively plan your space.
Once your launch is underway, utilise the attendees to your advantage. You'll amplify your reach and credibility by collaborating with key industry players, influencers, experts, and brands. Perhaps it’s a collaboration that doesn’t normally fit the mould - something that will shock and surprise your audience. Think along the lines of Heinz partnering with Weetabix to break Twitter. The ultimate aim is to make headlines and drive positive media coverage, and collaborating with people who will elevate your launch is an easy way to do so.
Influencers, guest speakers or experts are a great way to create and capture the ‘wow’ moment that is your product launch. By offering influencers exclusive access, they can create engaging content and spread the word quickly. If possible, giving them a hands-on experience is essential as they can capture content showcasing its features, alongside initial thoughts and reviews. Make sure you have planned graphics, shareable hashtags, CTAs and links so that your brand’s presence is felt over socials. Enforce this with email newsletters, press releases and targeted ads and you’ll make your presence known across all channels.
Another great way to leverage partnerships for your launch is to work with partners whose values align with your brand. Partnerships that help you reach an audience is one thing, but partnering with brands that help spread your overall message is another. Think of sustainability or charitable organisations, people who will make a difference and show that you care. Not only will you be helping a good cause but you’ll be reflecting the themes and styles of your brand. Your launch is a chance to educate people on your new service, so use it as an opportunity to promote the important messages and values your brand upholds.
Creating the perfect launch event requires creativity, planning and collaboration. By establishing a compelling and consistent event identity, you can align your new service with your brand themes. Ultimately, the choice of location should align with this brand image, with target audiences and objectives at the forefront of your plan. The venue sets the tone for the entire event, so leverage iconic landmarks or cultural centres to add excitement. Leveraging partnerships with industry leaders, influencers and like-minded brands will also amplify your reach and credibility. It’s a surefire way to generate buzz and drive media coverage. With these factors in mind, your launch event will leave a lasting impression and enhance the success of your new product.