Defining Your Launch Goals
Before planning the event, clarify what success looks like. Is the goal media coverage, customer orders, investor interest, or brand awareness? Your goals determine everything from the guest list to the venue to the presentation format.
Venue and Format Options
- Pop-up experience: Create an immersive brand environment in a unique space
- Demo station format: Multiple stations where guests can interact with the product
- Keynote presentation: Apple-style reveal with a live demo and Q&A
- Exclusive dinner: Intimate gathering with key stakeholders and influencers
- Live stream hybrid: In-person event with a virtual audience online
Building Anticipation
The launch event should be the climax of a build-up campaign. Tease the product on social media in the weeks before. Send beautifully designed invitations that hint at what is coming without revealing everything. Create a sense of exclusivity around the guest list.
The Presentation Itself
Keep the main presentation under 30 minutes. Lead with the problem your product solves, then reveal the solution. Show, do not just tell — live demos are far more compelling than slides. Leave time for hands-on experience and Q&A after the formal presentation.
Post-Launch Follow-Up
The event is just the beginning. Follow up within 24 hours with a thank-you message, product information, and any press materials. Use your event RSVP list to segment follow-up communications. Track which attendees engage further and prioritise those relationships.