A product launch will usually be put on for existing clients / customers as well as prospective clients / customers, as well as the media.
Sometimes businesses keep the two separate, sometimes customers / clients and media mingle seamlessly together. There is no hard and fast rule for what works best but key areas to consider include;
- How well received has your product / service been during beta trials?
- How well behaved are your customers / clients and are they likely to express dissatisfaction to any member of the media for any reason?
- How close are you to the members of the media you / your PR agency will be inviting?
- What numbers of current customers / clients, prospective customers / clients and media are you looking to invite? You don’t want the launch to be too full (standing room only) or too empty
Where clients haven’t really done anything like this before, we often suggest piggy backing their product launch off the back of another event for example an industry conference or exhibition. This often helps to ensure attendance whilst raising the profile of the event.
In terms of things to remember when planning your product launch these are our top three!
- It’s ALL about your audience. Give them the information, the wow and the pizazz they want!
- The devil is in the detail. Construct a moment-by-moment overview of how your product launch will run and operate and rehears it. You are investing time and money into this and you don’t want any surprises on the day / evening!
- What are your audience going to take away with them? This isn’t necessarily about fancy gifts but a well thought through take-home that will remind your audience who you are and what your new product or service can do to help them. It’s all about orders at the end of the day!
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