How to Plan a Product Launch Event

In a dynamic e-commerce world, the significance of a well-executed product launch cannot be overstated. This guide is your go-to resource for understanding the role that product launch events play in establishing a strong market presence.

Beyond theory, this guide will provide you with practical advice and invaluable insights, arming you with the tools needed to deliver a successful and memorable launch for your latest innovation. Whether this is your first product launch or not, we will show you how to create the perfect event that not only introduces your product but leaves a lasting impression on your target audience.

A product launch event is a strategic gathering to introduce a new product to the market. It aims to create excitement, generate media coverage, and engage with target audiences. Recent global product launch examples include Apple's iPhone 15 launch, Guinness introducing ‘Guinness 0.0’, its new non-alcoholic beer and Amazon’s latest ‘smart home’ devices. These events serve to showcase innovations, build brand awareness, and drive sales.

Product launch events are important as they create a powerful first impression, build anticipation and excitement around a new offering. These events serve as a platform to showcase product features, connect with the target audience, and generate media coverage, playing a pivotal role in the success and market reception of a new product.

The team at ICC Belfast have crafted a seven-step guide for planning a successful product launch event. We will delve into each step, offering detailed insights on identifying your target audience, selecting the ideal venue, setting a strategic event date, crafting an engaging launch experience, curating the guest list, building anticipation, and executing post-launch follow-ups.

Step #1. Identify your target audience

Step #2. Choose your launch event venue

Step #3. Set a launch event date

Step #4. Plan the launch event experience

Step #5. Create the guestlist

Step #6. Build excitement for your launch event

Step #7. Follow up post-launch

Step #1. Identify your target audience

Understanding your target audience is paramount in planning a product launch event as it shapes every aspect of your strategy. Tailoring the event to resonate with the preferences and interests of your audience ensures maximum engagement and impact. From the venue choice to the overall experience, a deep understanding of your target demographic allows for personalised and effective communication, ultimately increasing the likelihood of a successful product launch and build customer interest.

How to identify your target audience:

• Create audience personas - Develop detailed profiles representing your ideal customer. Consider demographics, preferences, and behaviours to craft personas that guide event decisions, ensuring a tailored approach that resonates with your target audience.
• Gather feedback from existing customers - Leverage surveys, reviews, and direct communication to understand customer preferences, pain points, and expectations. This valuable feedback helps refine your event strategy to better align with the needs and desires of your audience.
• Network with those who've attended or hosted similar events - Engage with individuals who have first hand experience with events similar to yours. Their insights can provide valuable perspective on what works, what doesn't, and help you fine tune your approach to better suit your target audience.

Step #2. Choose your launch event venue

The choice of venue significantly impacts the success of a product launch event. The venue sets the stage for the overall atmosphere and reflects the brand image. It should align with the product, cater to the target audience's preferences, and provide the necessary facilities for an engaging experience. A well chosen venue enhances the event's appeal, leaving a lasting impression on attendees and contributing to the overall success of the product launch.

How to choose the perfect venue to launch your product:

• Consider the venue location - Choose a location that is easily accessible for your target audience, taking into account accessibility, proximity to public transport links, parking, and overall convenience. Ensure it complements the brand image and is in line with the demographic you're targeting.
• Decide if the event space is suitable - Assess the event space to ensure it accommodates your anticipated delegate numbers comfortably. Consider the layout, ambience, and any specific requirements for product displays or demonstrations, ensuring the space enhances the overall event experience.
• Enquire about launch event production services - Enquire about production services offered by the venue, such as audio-visual equipment, lighting, and technical support. A venue with comprehensive production services can streamline the planning process and enhance the quality of your product launch presentation.

Step #3. Set a launch event date

Choosing the right date for a product launch event is crucial as it directly impacts attendance and overall success. Consider factors such as industry events, holidays, and your target audience's availability to ensure maximum participation. A well timed launch can capitalise on industry trends, minimise competition for attention, and create a memorable experience for attendees, contributing to the overall effectiveness of your product introduction.

What do you need to consider when choosing an event date:

• Consider the product launch date - Align the event date with the product launch itself, ensuring that the timing complements marketing efforts and availability of the product in the market. This synchronicity enhances the impact of the overall launch campaign.
• Consider public holidays and peak times of year - Avoid scheduling the event during major public holidays or peak vacation times, as attendance may be affected. Choose a date that maximises attendance and minimises conflicts with other significant events in your industry.
• Consider times of day - Assess the nature of your product and your target audience to determine the most suitable time of day for the event. Whether it's a morning breakfast launch or an evening cocktail event, the chosen time should resonate with the preferences and schedules of your audience.

Step #4. Plan the launch event experience

Crafting an impactful event experience is crucial for a product launch as it shapes attendees' perceptions and engagement. The schedule should balance informative sessions, product demonstrations, and networking opportunities. A compelling overall event experience enhances brand association, encourages positive feedback, and maximises the impact of your product unveiling, contributing to long-term success in the market.

How to plan the launch event experience:

• Decide on a launch event theme - Choose a theme that aligns with your brand, product, and resonates with your target audience. Whether it's reflecting the product's features, industry trends, or a creative concept, a cohesive theme ties the event together, creating a memorable experience.
• Keep event practicalities in mind - Ensure the chosen theme is practical and feasible within the constraints of the venue, budget, and logistics. Practical considerations, such as décor, setup and guest interactions, should align seamlessly with the chosen theme to enhance the overall event experience.
• Create an engaging, personalised, socially shareable experience - Develop a theme that not only captures attention but also encourages attendee interaction and social media sharing. An engaging and personalised experience tied to the theme makes the event memorable and extends its reach through the online sharing of attendees, amplifying its impact beyond the physical space.

Step #5. Create the guestlist

Creating a carefully thought-out guest list is important for a product launch event as it directly influences the event's impact and success. Tailor the guest list to include key stakeholders, influencers, potential clients, and media representatives who align with your product and brand. A curated guest list not only ensures that your target audience is present but also facilitates meaningful connections and partnerships, maximising the potential for positive exposure and engagement around your product launch.

How to create an event guestlist:

• Decide on max guest numbers - Determine the maximum number of attendees based on the venue capacity, budget, and desired level of intimacy. Striking the right balance ensures that the event remains impactful without compromising the overall experience for guests. 
• Categorise the guestlist - Segment the guest list into categories such as industry professionals, potential clients, media representatives, and influencers. This categorisation helps in tailoring invitations, ensuring a diverse yet targeted audience that aligns with the goals of the product launch. 
• Tap into your own network first - Begin by inviting individuals from your existing network who have a genuine interest in the product or can contribute to the event's success. This initial outreach not only ensures a solid foundation of attendees but can also lead to valuable referrals and broader event promotion within your professional circles.

Step #6. Build excitement for your launch event

Promoting a product launch event and building anticipation is crucial for its success as it generates awareness, attracts attendees, and creates a buzz around the new product. Strategic promotion through various channels builds excitement, engages the target audience, and positions the launch as a must-attend event. This pre-event hype not only ensures a strong turnout but also lays the foundation for positive perceptions, increased media coverage, and sustained interest in the product post-launch.

How to build excitement for your launch event:

• Utilise social media - Leverage platforms like Facebook, Twitter, Instagram, and LinkedIn to create teaser campaigns, countdowns, and engaging content that showcase glimpses of the product. Encourage audience interaction, share behind-the-scenes content, and use event-specific hashtags to generate excitement and anticipation.
• Coordinate with influencers - Collaborate with influencers or thought leaders in your industry to amplify the reach of your product launch. Their endorsement and promotion can significantly boost event visibility, attract a broader audience, and lend credibility to your brand and product.
• Plan a press release - Develop a compelling press release that highlights key aspects of your product and the upcoming launch event. Distribute this to relevant media outlets, industry publications, and influencers to secure pre-event coverage, creating a buzz and generating interest among your target audience.

Step #7. Follow up post-launch

Following up with all attendees after a launch event is crucial for several reasons. Firstly, it allows you to reinforce the positive brand impression created during the event, ensuring that the experience remains memorable. Secondly, gathering feedback from attendees provides valuable insights into the event's success and areas for improvement. Testimonials and positive reviews collected during the follow-up process can be powerful marketing tools, building credibility and trust.

Ways to follow up with attendees after a product launch:

• Email follow-up - Send personalised thank you emails to attendees expressing gratitude for their participation and recapping key highlights of the event. Include links to additional resources, such as product information or exclusive offers, to keep the engagement alive post-event.
• Arrange a call - For key stakeholders or potential clients, schedule follow-up calls to discuss how the product aligns with their needs. This personal touch allows for a deeper connection, addresses any specific queries, and provides an opportunity to nurture relationships formed during the event.
• Social media throwbacks - Share event highlights, behind-the-scenes footage, and attendee testimonials on social media platforms. This not only extends the life of the event but also allows for continued engagement, encouraging attendees to share their experiences and maintain a positive association with your brand.

From immersive experiences to interactive showcases, here is a list of event ideas that will elevate your product launch, leaving a lasting impression on your audience.

1. Host giveaways or competitions

Encourage engagement by hosting giveaways or competitions tied to your product. For instance, participants could share their anticipation for the launch on social media to enter. This not only generates excitement but also expands your reach and creates a sense of exclusivity around the product.

2. Provide sneak peeks behind the scenes

Build anticipation by offering behind-the-scenes glimpses of the product development process. This could include teaser videos, interviews with the product team, or a live Q&A session. Providing these insights creates a connection with the audience, making them feel part of the product journey and heightening their interest.

3. Create launch event hashtags

Drive social media engagement by creating a unique event hashtag. Encourage attendees to use it when sharing their experiences online. This not only builds a sense of community but also facilitates easy tracking of event related content and discussions across various platforms, amplifying the event's online presence.

4. Embrace music and live entertainment

Elevate the overall experience with live music or entertainment that aligns with your brand and product. Whether it's a live band, a DJ, or a performance related to the product theme, music enhances the atmosphere, creates a memorable ambiance, and adds a dynamic element to the event.

5. Gift personalised bags

Delight attendees with personalised bags containing branded merchandise, exclusive product samples, and informational materials. This not only serves as a token of appreciation but also extends the event experience beyond the venue, reinforcing brand recall and leaving a lasting impression on participants.

6. Offer local food & drink

Enhance the event's appeal by incorporating local food and drink options. This not only caters to diverse tastes but also adds a cultural element to the experience. Offering regional specialities can be a unique touch that resonates with attendees and makes the event more memorable.

7. Introduce photo booths

Boost your social media presence and create shareable content by introducing themed photo booths. Attendees can capture fun and memorable moments, instantly share them online, and contribute to the event's visibility. This interactive element adds a playful dimension to the launch, encouraging organic online promotion.

8. Incorporate live streaming

Extend the reach of your product launch by incorporating live streaming for remote audiences. Whether through social media platforms or a dedicated event website, live streaming enables a global audience to participate, witness key moments, and engage with the product launch in real time, promoting inclusivity and maximising exposure.

9. Facilitate networking

Create opportunities for networking by incorporating structured activities such as networking sessions, roundtables, or interactive workshops. This not only fosters connections among attendees but also positions the event as a valuable platform for industry collaboration and knowledge exchange, adding lasting value beyond the product launch itself.

Launch events can range from brand and product launches to film premieres and the versatile spaces at ICC Belfast have hosted a number of launch events across a diverse range of industries.

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Collaborating with elite sports tracking provider, STATSports, ICC Belfast created an emotionally charged hybrid event for the unveiling of their latest product suite, Sonra 3.0. By leveraging STATSports' ground-breaking software, ICC Belfast not only created a platform for virtual attendees to experience excitement and connection but also instilled a profound sense of ambition to thrive. This event exemplified the power of innovation to enhance player performance and set new industry standards.

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Huawei P30 Series product launch

ICC Belfast was the venue of choice for the Northern Ireland product launch of the Huawei P30 mobile handset. Huawei is a global telecommunications giant which is owned by employees. The team wanted a site that was convenient but that also had a variety of rooms with different sights and history. The event itself was a huge success with David Brady from the Huawei team commenting, 

I would 100% recommend ICC Belfast to any other telecommunication organisation as the venue is well located and but more importantly adaptable to suit any needs.

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Game of Thrones Premiere

As a tribute to Northern Ireland for hosting the cast over many years, and due to our flexible event space, ICC Belfast was the perfect choice to host the eighth and final series of HBO global blockbuster, Game of Thrones. The event was a long time in the planning; first brought to the team by HBO and Northern Ireland Screen in April 2018, ICC Belfast worked tirelessly to bring the vision to life over a 12-month period. No two rooms were the same, they were transformed to fit the purpose, the vision and leave an everlasting impression amongst the notorious cast and fans of Game of Thrones.

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Plan a Launch Event with ICC Belfast