That’s it, your baby, your lifelong project (or almost), the new product you’ve been working on for months, or even years, is finally ready. It is time to introduce it to the public! But how can you be sure that you will get a successful product launch? You have worked so hard, it is important to do things right so that you don’t rush your event. A party with a few guests, 3 petits fours fighting in a duel with a little champagne could do the trick, but if you want to make a great impression, there are other options available to you. At Eventdrive, we love product launches, so let us introduce you to the essential steps to follow.
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5 tips for a successful product launch
1. Properly determine your target audience
Before sending out invitations to your entire contact list, make sure you target your audience. That’s sure your former colleagues will be curious to see what your new company is doing, but they are probably not the ones who will buy your product. Don’t overlook the research phase that will allow you to see where the demand is and how the competition is handling the problem. This will help you to correctly determine the message to deliver to your target audience.
2. Run some tests
You will not be able to successfully launch your product if you have not tested it before. For example, you can carry out tests on small groups. You will then be able to analyze the reactions and adapt your communication in the future. Why not also offer free demonstrations, especially to influencers? Their testimonials, widely broadcast on social medias, could even allow you to get good advertisements before the big day!
3. Set clear objectives
To set consistent objectives, it is important to ask yourself the right questions. What do you expect from your product launch? What are the desired benefits? By finding the answers to these questions, you will be able to set a guideline that will guide your strategy. Especially because having a specific goal to achieve will make it much easier to move forward.
4. Take Care of Your Communication Strategy
We can never repeat it enough, social networks are the current trend for communication and marketing strategies, so learn how to use them wisely. If you already have a customer database, now is the time to use it. Otherwise, building a committed community will take time, but the product launch can be an opportunity to launch the machine. 😉
5. Be flexible
Probably the most important advice: be flexible! A product launch is planned in advance, but you have to be able to anticipate last-minute difficulties and unforeseen events – there will have some, that’s for sure. If you are prepared for all possibilities, you will be able to deal with them without any problems. You may even enjoy solving little problems!
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Making a successful product launch evening: the important points
Once all these points are settled, it’s time to get to the heart of the matter, and especially start the fun part: planning the product launch party!
Planning such an event is not an easy task. This evening is the outcome of a long project in which you have invested yourself, body and soul. It is therefore necessary to be professional. To make sure you don’t miss anything, here is the information to check first:
- Find a good place: spectacular, original, innovative… It’s up to you to select it according to your target.
- Choose the right time: the date on which you will launch your product is important. Do not do it on the same day as another major event, for example….
- Select your guests: once your audience has been defined, all you have to do is send your invitations to the right people.
- Mediatise the launch: the media will allow you to communicate widely. You can therefore adapt your communication according to the desired media coverage.
- Don’t ignore the decoration on D-Day: all the staging will be highly appreciated and will only strenghten your brand image.
- Prepare a plan B: when you are told to be flexible, planning a fallback plan can be an option!
What can I do to make my event a success?
It is a little hard to answer this question, because it depends on the announcement you are planning to make and the audience you are talking to. But no matter which format you choose, the objectives can be achieved if you carefully follow our pieces of advice.
Just as preparation beforehand is important, do not neglect the D-day. Your guests will be even more sensitive to your new product if they are well welcomed. You don’t believe me, do you? So ask yourself the question! Isn’t a cocktail with small foie gras toasts more attractive than a potato chip evening? Also, think about hosting your event. The classic choice of a DJ who will provide the musical atmosphere may be an option, but you can also choose a more original solution by using wall projections or setting up fun games.
If the task seems too hard for you, be aware that you can use specialized companies to help you accomplish the mission. Eventdrive, for example, would be happy to assist you and make your product launch party an event that your guests would not soon forget!
The product launch is an essential step in the creative process. This is the first time the media and the public will take a look at your project, when it is too late to turn back, so be careful not to miss it! By following our advice, you should be able to successfully launch your product without too much difficulty. Take the time to define your objectives, carefully target your audience and prepare your launch party with attention. And whatever happens, don’t forget to analyze your ROI: you can only do better next time. 😉