Every product launch is a bit different. Whether you're targeting unique audiences, launching a product in a crowded market or executing a relatively simple launch, you'll need the right tactics. To help you get there, we've put together 10 creative product launch ideas for nearly any kind of item or service.
1. Create a Virtual Component
Product launch events involve many physical components, like promotional materials and venue decor. In the digital age, you'll also need a virtual element. About 70% of marketing events worldwide are hybrid or fully virtual. A hybrid approach gives you the best of both worlds. You can invite guests for an in-person experience while making the event accessible for virtual audiences.
Make sure your virtual element is polished. Making your event accessible for virtual audiences is more complicated than setting up a camera in front of a stage. Without optimized lighting and sound equipment, the footage might look blown out, poorly framed or low-quality. Consider working with audio-visual professionals who can ensure the virtual element looks stunning.
2. Build Anticipation Online
If no one knows about your event, how can they attend? Create some buzz about your launch on social media and your website. Refine your messaging for various channels like Facebook and LinkedIn, and focus your efforts on the channels that best fit your target audience.
You can also talk about the launch on your website. Depending on the product, you could add elements that range from a small banner to a complete overhaul of your home page. Make it easy for guests to sign up for the event, and take a look at your search engine optimization (SEO) efforts.
3. Pair the Launch With a Targeted Marketing Plan
Your launch deserves its own marketing campaign, just like the product or service itself. Research your ideal audience and target the attendees in various ways. You might use targeted ads, email blasts and other strategies to reach the right people. Try to appeal to people who can further support your product's success, such as influencers and key business partners. Remember to set goals and track key metrics before and after the event.
4. Get Media Coverage
Members of the press can help spread the word. Create a press release or packet with all the information they need to promote your event and product. Depending on the event, you might even convince a news crew to stop by. Look beyond traditional news outlets, and talk to industry organizations and publications that might help you drum up interest.
5. Consider a Limited-Time or Limited-Quantity Promotion
Make your guests feel special and create a sense of urgency with limited-time or limited-quantity products. For example, you could offer a special launch edition of the product or an exclusive bundle with freebies. You might give them to all of your customers who buy during the launch period or create special offers for attendees. This tactic targets several psychological principles to encourage attendance and sales by adding urgency, scarcity and exclusivity. People feel pressure to buy or attend to avoid missing out on a popular, coveted item.
6. Offer Exclusive Deals or Promos to Current Customers
Similarly, try to reward your current customers. Special offers can advertise your product and boost loyalty by providing perks. Plus, this audience already likes your brand, so you have a better chance of reaching them than all-new prospects.
7. Establish Clear Communication
Putting on an event involves significant collaboration. Keep everyone on the same page by clearly outlining your goals, timeline and other details. Establish strong communication with external partners, such as lighting professionals, decorators and caterers. When finding these partners, pay attention to how they approach your needs. If they have a cookie-cutter method, their work might not be the right fit for your event. Find partners that are good communicators and will listen to your goals. Check out their existing portfolios for an idea of their work.
8. Personalize the Experience
Another way to treat your guests is to personalize the event for them. It adds a special touch and shows attendees that you're paying attention. Some ways to personalize your event include:
Ticket types: Offer multiple ticket types like VIP and early bird passes. Consider using color-coded tickets or giving out lanyards to VIP guests. Discounts for certain groups, like older adults and military members, can also encourage attendance.
Personalized merch: If you have merchandise, look into selling or giving away customized versions. You might, for instance, offer a branded shirt with the guest's name on it.
Itinerary: For large events, consider setting up personalized itineraries. Event management platforms can help you usher your guests through the launch with custom schedules and guides. When an attendee registers, for instance, you could ask them how they'll get to the venue. Depending on the answer, you could send them instructions on where to park or how to get to the building from a nearby train station.
9. Follow Up With Guests After the Launch
Keep your event front and center by following up with your guests. Send a simple thank-you email, a special offer or some other perk. You can also ask for feedback to learn more about their experiences. Then, set yourself up for success for your next event by analyzing the launch. Find out what worked and what didn't, and collect data on the process.
10. Create an Amazing Venue Experience
The in-person portion of your event is your chance to really wow your guests. Hosting your event in a stunning venue helps make it more memorable and worthy of social media snapshots. Create opportunities for guests to take photos, learn about the product and have a fantastic overall experience.
Two essential components of your venue are decor and lighting. Both are necessary for creating the right tone, but lighting also has a functional purpose. Poor lighting can prevent your audience from clearly seeing speakers and presentations and safely navigating the venue. It can also prevent photographers — amateurs or professionals — from getting good shots, which you'll need for marketing. Good lighting can be subtle, but it makes a massive difference.
Lighting can also amplify your event's decor and create experiential marketing opportunities for extra impact. With projection mapping, for instance, you can project high-definition photos and videos across a blank space for a larger-than-life, immersive display. Other creative ideas for product launch lighting include gobo lights, which can project your logo on a surface, and cake mapping, which overlays a cake with dynamic videos or photos.
Always work with lighting professionals who can help find and implement the best solutions for your launch event.
Create an Unforgettable Product Launch With the Pros at Illuminating Design
If you're holding a product launch in the Atlanta area, our lighting experts are ready to help from start to finish. We offer creative, professional lighting services for brands and events of any size, all designed with your unique goals in mind. Whether you want something simple and subdued or creative and eye-catching, we'll put extensive experience and resources to work to make your launch a success.
Contact us today to learn more about our product launch lighting services!