You only get one chance to make a first impression, and the same holds true for your flagship products. You need to put on a product launch event that will propel your products towards record-breaking sales for the coming year. Anything less is the product launch equivalent of showing up with a coffee stain on your tie. In this article, we share our top insights for curating a successful NYC product launch event.
Get Clear About Your Goals for Your NYC Product Launch
You want to do more than just sell your product. A product launch presents you with an opportunity to develop your brand image and tell a story around your product. Create goals that answer the following questions.
- What emotions do you want to evoke with your product and brand?
- What activities and entertainment options appeal to your target audience?
- Where specifically does your target audience spend their time, both online and in person?
Answering these questions will help you plan a successful event that appeals to your most ardent customers and generates word-of-mouth advertising.
For example, Google elicited awe, wonder, and excitement when they debuted Google Glass with a skydive demonstration. The audience watched as the futuristic glasses gave them a first-person view as the skydiver jumped and barreled toward the San Francisco skyline before opening his parachute and floating down onto the Moscone Center rooftop. The demonstration showed an intimate understanding of Google’s customer base and how to impress them.
Develop a Value Proposition Your Attendees Can’t Resist
The best events focus on the attendees. Develop a compelling reason for why your audience should attend your product launch. The following are examples that will appeal to potential attendees:
- Steep discounts on the product
- Networking opportunities
- Opportunity to interact with industry leaders
- Opportunity to purchase the product before the general public
Create a Theme that Tells a Meaningful Story
Your event’s theme ties everything together and helps you tell a story with your product launch. Choosing an engaging theme will elevate your product from a mere object to an essential accessory in a thrilling story.
An example of a great theme comes from Calvin Klein’s launch of its fragrance, Secret Obsession. Private cars drove attendees to a secret location. Then, they were blindfolded and guided through a sensory experience. The event’s spycraft theme was a clever play on the fragrance’s name.
Decide on the Product Launch Event’s Size, Date, and Location
Now, you’re ready to create a sketch of your product launch event by making key decisions.
NYC Product Launch Event Size
To determine your NYC product launch event’s size, create a list of your brand’s primary influencers, stakeholders, and distribution network. These people represent the main crowd essential to your product’s success and are the ones you should include for your in-person event.
NYC Product Launch Date
Your product launch event’s date should fit into the framework of your product’s launch date. Ideally, you want your attendees to be able to act on making your product available to their audience and customers shortly after your launch event.
Location for Your NYC Product Launch
Now, choose a location for your NYC product launch that is relevant to your brand, your attendees, and your customers. This is also a good time to decide whether your launch will be entirely in-person or hybrid.
Develop Your Detailed Budget
By now, you have gathered enough information to create a realistic budget for your product launch event. The most successful budgets are rich in detail. Get specific with line items that include everything from A/V equipment to curated art decor to staffing requirements.
Refer to your budget often, and make adjustments as the estimates start coming in.
Choose a Dazzling Venue
The venue is one of the most consequential choices you’ll make for your product launch event. Again, your attendees are the priority when choosing your event’s venue. Choose a venue that aligns with their tastes and evokes the emotions you outlined in your goals.
For example, if your target audience is young and stylish, choose a trendy venue that appeals to their aesthetic.
However, remember that your product deserves the limelight. So, don’t choose a venue that outshines the top act.
Choose Entertainment That Will Elevate the Vibe
We can’t say it enough: your attendees are the priority when planning your product launch event. Think about their tastes, preferences, and demographic information when choosing entertainment for your product launch event.
It also pays to think outside of the box when booking your event’s entertainment. New York’s best magicians, fire performers, and even acrobats will make an indelible impression on your guests. And if your budget allows for it, consider more than one entertainment option.
No matter which entertainment choice you make for your product launch event, make sure you tie it to your event’s theme. For example, if your product launch is unveiling the year’s newest cars, then the band should play songs that relate to road trips and driving. Product launches in the tech industry should choose high-tech entertainment, such as the latest AR technology.
Generate Buzz for Your NYC Product Launch
Your marketing campaign for your product launch needs to generate excitement and get people talking. Use the following tips to create enthusiasm for your product launch.
Partner with influencers by providing them with a sneak peek of your product or backstage access to your event.
Create branded hashtags specifically for your product launch.
Create videos that serve as teasers. Think about the most effective movie trailers that give just enough information to make the audience want to know more.
Engage your social media audience with contests. Have them share your posts, input their information on a web form, or share photos of them using your product. Offer new products or corporate swag for prizes.
Let EMRG Media Do All the Work to Make Your NYC Product Launch Event a Resounding Success
You don’t get any do-overs when introducing your new products to your audience. EMRG Media has the know-how to create captivating events that spotlight your new products. Put our 25+ years of experience to work to create a truly memorable product launch event that will propel your company’s success for the coming year. Contact us today and we’ll make your NYC product launch and overwhelming success – for your guests and your bottom line.
