TIPS: Events For New Products
5 Benefits of having a product launch event
[Image: CHUTTERSNAP]
If you want to generate some exposure, hype and engagement for a new product or new business then a launch event is a great way to achieve that. Here are five benefits of having a product launch event:
1. Real-life Demonstration
Whether it’s how a product works, the vibrancy of its colours, its texture, taste or smell, there are just some things that photos and words cannot convey as well as experiencing it in person. While the solution to this can sometimes lie in product sampling, for higher ticket items this isn’t always possible. An in-person event can offer the demonstration of products in a more affordable, manageable way.
2. Better Engagement
Engaging with decision-makers, consumers, distributors and influencers in person means you can explain intricate details directly and answer any lingering questions they may have about your product, avoiding confusion and ensuring the correct messaging is delivered. In doing so you can create early adopters who will advocate for your new product.
[Image: Melbourne Social Co.]
3. Setting The Scene
Putting your product into an intentional space can convey an ideology or lifestyle that the product aligns with. For example, when MOLA Luxe was tasked with creating a media briefing event for a new range of Huawei laptops, we selected a location and venue which matched their target demographic and represented the lifestyle the product could offer. We chose the rooftop of a gorgeous boutique hotel in New York City, demonstrating the freedom to work remotely whilst adhering to the lifestyle of those who frequently travel for work and stay in hotels.
[Image: Kia Motors Pop-up by Calen Rose]
4. Exclusive Content and Access
At events, you can give people exclusive content or access to things and people that they otherwise wouldn’t. For example, an open Q&A with a company CEO, one-on-one interviews with a celebrity spokesperson or even behind-the-scenes/ access all areas like music artist Stormzy, who held a birthday party at Thorpe Park while closed to the public, giving guests sole access to the park’s rides.
Exclusive content or access can build rapport with new customers or influencers. It can also generate buzz and ‘FOMO’ on social media influencing sales or even attendance at future events. Your guests will feel special and like it was worth their time to attend, which is an important outcome when hosting an event and obtaining word-of-mouth afterwards.
[Image: BLACKPINK at the Spotify x BLACKPINK BORN PINK Pop-up Experience LA by Spotify]
5. Social Media Content and Following
Boosting your social media following is another great benefit of committing to a product launch event. Tools and messaging used before, during and after the event can increase followers and also encourage sharing of your content on social platforms. For example, custom QR codes could link to a shareable graphic or your social media page. This is great for starting or continuing any hype around the event and the product being launched.
If you decide to go ahead with a product launch event these are a demonstration of your ROI in doing so, just be sure to outline your overall objectives beforehand so that you are choosing the right venues, event elements and attendees - all things an event management team can help with.