6 Steps For Creating The Perfect Product Launch Event

A launch event is an excellent way to showcase your latest product, build hype around it and even acquire some sales. The more you can get people talking about your products whether it be at the event or through social media, the better it’s going to do.

Launching a new product or service isn’t what it used to be. In the “good old days,” you could hire a PR agency to craft a press release and set up a press tour. Before the big launch date, you would hit the road and meet with reporters from all the important press outlets. Then on launch day, you could sit back and watch the articles roll in. In those days, reporters might even spend a few days fact-checking and talking to customers before filing their stories.

For better or worse, those days are gone. Today, the pace of news is limited only by the speed of light. The new media landscape incorporates far fewer major outlets. Instead, it is made up of a smaller number of slimmed-down publications and an inordinate number of specialist bloggers. Getting “ink” might be easier, but getting attention has become extremely difficult. And the attention you do get is forgotten within minutes as the unceasing flow of even “newer news” pushes your announcement out of the collective mindshare.

Here are 6 steps for creating the perfect product launch event:

1. Make a List (And Check It Twice)

If you’re an entrepreneur counting down to your launch, you can never be too prepared for your startup’s big day. That preparation begins with your product launch checklist. Start with the finish line. If you’re like most entrepreneurs, you’re probably a chronic optimist. While your gung-ho attitude has helped you build a business, it’s also probably causing you to underestimate the time needed to create and refine your product.

To determine the right ballpark for launch, flip forward three to six months on your calendar, then do it again. You’ll be grateful for those buffer months when you’re scrambling to create marketing materials, eliminate bugs and educate your sales team prior to launch.

2. Choosing a Venue

Obviously, you want the emphasis to be on the product and not the venue. Nevertheless, an awesome venue for your corporate event certainly helps with the marketing. If possible, try to associate the product with the venue.

If you’re releasing a new software for example, then choose a venue that has on multiple occasions been rented out for tech and IT shows. The venue should also be fairly close to your business site if you cater purely to a local demographic. Don’t make your guests commute from far away to get to the location.

3. Invigorate Your Team

As you move toward the release of your product, your staff will have to adjust to new processes, which can be difficult. Maintain momentum throughout product development and provide your team members the time and resources they need to familiarize themselves with the new product and its customer support protocols. Set attainable goals so your staff can experience small wins that build motivation.

4. Maximize Your Niche

Marketing your product to anyone and everyone might encourage initial adopters, but at the expense of your product’s long-term health. Instead, target a specific niche and cultivate a reputation for success within it. The more niche your products can be, the more success you’ll find.

5. Get Partners Involved

Channel and marketing partners who have a financial stake in the success of the launch are natural allies. The more people that are talking about the release, the better chances it will get a pickup. Try to create and nurture as many partnerships as you can that will benefit your product launch!

6. Plan the Follow-Up

Eventually, the hype will die down several days after the product’s official release. The day after the event presents a small window of opportunity to keep the hype going just a bit longer. This should help you acquire a few more sales from guests who opted not to purchase the product at the event. Use the same strategies you did for the pre-event marketing.

If sales of the product did not meet expectation, then offer some sort of incentive, perhaps a trial offer, a rebate incentive or complimentary add-ons. The whole idea is to keep discussion of the product going weeks after its release.


Your company’s product launch is an important milestone that sets the stage for future success. Thoughtful planning is essential to ensure your product makes a solid first impression on the market. Ensure you’re focused on the right objectives, metrics and execute that with the right message. In this post, I shared with you the 6 steps for creating the perfect product launch event.

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