Be sensitive to the timing of your event. Certain times of year are more profitable than others, for example, hosting your event in the summer months may be unfavourable as many people are away on vacation which would reduce the number of attendees. Holiday buying seasons should also be taken into consideration when deciding on your product launch event date, particularly if your product is a new children’s toy or a consumer electronic.
Another aspect of timing to think about is how close your launch event will be to the release date of your product. Your options include either holding your event on the same day that your product is released or several days before so that it’s a teaser event. If you go for the latter, it is advisable not to hold your event too early as the hype tends to quickly die down after the event. The general rule of thumb is not to have the event any earlier than 2 weeks before the release date to ensure maximum consumer anticipation.
When picking a venue, it is only beneficial to outsource a venue if your company's physical location isn’t important to your branding such as the retail store where your product will be sold.
The next step is to then find a venue that matches your event style. This will be dependant on what your target audience enjoys, whether that be glamorous cocktail nights or relaxed gaming sessions. However, remember that you want to keep your target audience narrow as by catering to multiple audiences it can become increasingly difficult to market your event.
Secondly, you need to choose a venue that is easy and convenient for your guests to travel to as this will encourage them to go. Thirdly, the venue you choose should reflect your product in some way. So if your market is upscale the event should be held in a prominent building to reflect the prestige of your product.
You should also consider the venue’s amenities. For example, if you’d like the event to be a party you need a venue with a dance floor. Similarly, if you’d like musicians or a comedian to perform at the event, then having a stage would be ideal.
Here at Manchester Hall, we have multiple spaces on offer with different uses. Visit our webpage to take a look at the variety of rooms we have available for events.
3. The Experience
This brings us onto the topic of entertainment. You want your guests to leave your product launch event feeling like they’ve gained something from attending, even if it is that they simply enjoyed themselves. Entertainment can be provided in the form of a competition at your event, such as a Twitter competition where guests can enter by creating a tweet using your product’s hashtag and whoever’s tweet earns the most likes and retweets wins your product for free. You may decide to hire a special guest to deliver an interesting lecture on a topic related to your product.
It goes without saying that guests will always enjoy themselves where there’s an abundance of food and drink. Again, your food and beverage choices need to correspond with the style of your event, so if you have an upscale market you need to spend a little extra to ensure quality. If your product has a ethnic or regional connection this provides you with a great opportunity to create a theme. For instance, circulating complimentary French wine at a launch event will fit nicely for a product that is made or designed in France.
Manchester Hall can cater to a range of event requirements, offering bespoke packages for theming and catering. Take a look at our events page or call our dedicated event planner on (0161) 832 6256 to discuss your event requirements.
A successful product launch event combines the goals of entertaining your guests whilst subtly trying to sell your product. However, you don’t want to get too carried away with the fun factor of your event and let your guests walk home from a great party with no idea what your product is.
You should be informative and to do this you need to showcase your new product. How you do this is up to you. You can have a formal presentation during the event or you can take a passive approach by using displays to communicate your product. Information can be communicated through samples, videos, brochures or live demonstrations.
Have your target audience in mind. If your guests are primarily going to be the media you need to accustom for this by giving them all the details they need to do their job effectively. For example, by giving them hands-on experience with the product they better are able to review it. Whereas, if your event targets potential customers you may want to consider offering them a discount on the product if they purchase it at the event.
Whichever sales strategy you decide to use, rest assured that by having your event at Manchester Hall you can enjoy your event and interact with your guests whilst we run the event and ensure that everything runs smoothly.
5. The Follow-Up
Once the event has taken place it is important that you use the momentum stimulated to continue attracting customer attention. It’s always a good idea to follow up with the guests who showed interest in your product at the event but who opted not to purchase it on the night as this can give your sales the small boost it needs.
Other post-event marketing strategies include continuing extensive social media activity by using the event hashtag, blogging with mention of your product and sending out newsletters. All of these strategies will keep your product in the public eye.
Hopefully by following these 5 processes in planning your event you will be able to throw a spectacular product launch event that will give your product the exposure it deserves and put your product on track for soaring sales.
For more information get in touch with our dedicated events team with your requirements at Info@manchesterhall.co.uk or call 0161 832 6256. Let us create an event package that’s tailored to your needs.