Before you decide to make your new brand of products or services available, you first need to unveil it. The best way to do it is by holding a brand launch. However, hosting such an event is not as simple as gathering interested people in one place and informing them about your new development.
If you want your brand launch event to be perfect, you need to consider several steps. The tips below are largely universal, so they should work regardless if you create software or run one of the numerous PR firms in Philadelphia.
First, you need to research and understand your audience. This way, you can establish what your next steps should be. Choosing a memorable theme related to the product is also a good idea. Besides that, remember to invite the right people to your events, such as your investors or media representatives.
Follow these tips and make your brand launch event a big win for your company!
Research Your Audience
The first step before hosting a brand launch event is to determine who your target audience is. After all, you need to know who is interested in your product or service. Otherwise, you might find it challenging to appeal to them through both your future advertising and the event itself. For example, a company offering link-building services will have an entirely different audience than one selling beauty products.
To find out who your audience is, ask yourself a few questions. What types of people are interested in what you offer? How will they find out about your new product or service? What do they expect from your brand, and how can you meet their expectations?
Remember that, ultimately, your product or service launch is about providing value to your audience. Do not get obsessed with listing all of your product’s innovative features. Instead, focus on those that will be the most appealing to those who attend your brand launch.
An outstanding example of this practice comes from PepsiCo. When it relaunched its EVOLVE brand, it focused on themes that would resonate with its target audience. As it presented the new version of its ready-to-drink (RTD) plant-based shakes, it changed the design to suit the needs of modern, eco-friendly consumers.
Nowadays, every bottle of Evolve highlights one of the biggest national parks, such as the Big Bend National Park, Glacier National Park, and the Rocky Mountain National Park. It speaks volumes about the company’s commitment to protecting the environment and convinces people of a similar mindset to try out the product.
Moreover, you could use various marketing research methods to understand your target audience better. Try conducting surveys or interviews with people who might be interested in what you offer. You can also look at your competitor’s customer base to get an idea of who you should target.
Choose a Memorable Theme
Another thing that can bolster your brand launch is creating a fitting theme for the event. You can choose from multiple options, depending on your audience and the type of product you want to release.
For instance, if you go for a laid-back atmosphere and launch a new type of food or drink, a classic summertime BBQ theme is a safe fit. Alternatively — if your new product or service is all about AI — you can build a few stands that showcase AI’s capabilities or present how other well-known organizations use it for their own purposes.
The event can also include various activities like workshops, lectures, and hands-on exhibits. Take advantage of the venue’s amenities to give your brand launch a unique spin. You could engage attendees with contests, like a dance-off or raffle based on attendees’ tweets.
Furthermore, it would be best if the activities serve as a lead-in for the product. Letting the attendees interact with it is a fantastic way to get them excited, potentially transforming them into their most faithful advocates.
Ensure that your workshops and lectures are informative and provide relevant content to your brand launch. If you manage to keep the spotlight on your product and expose its benefits through a memorable theme, you will significantly increase your chances of making it a hit.
Invite the Right People
Last but not least, you need to plan who exactly can attend your brand launch event. Figure out which media outlets, investors, business partners, and others may be interested in what you have to offer.
Inviting people without any connection to your niche makes little to no sense. Instead, send out invitations to industry experts or famous individuals involved in your brand. Thanks to it, everyone attending your event will stay engaged throughout the gathering and willingly attend lectures and other activities.
It would also be wise to invite press representatives, as positive media coverage of your new line of products or services can boost your reputation. It might even create additional demand among potential clients!
Book your Event Venues
By making your product launch event invite-only, you can immediately boost its prestige. The attendees will feel special, while you can ensure everyone at the venue will be interested in the things you prepared.
A brand launch event is an excellent opportunity to impress investors and start a successful business relationship. So, try to make the most out of it by limiting the list of potential attendees only to those who are relevant.
The Bottom Line
Hosting a brand launch event might be complicated, but it is definitely worth the effort. A great brand launch event will create a buzz around your product or service and increase your brand awareness in the long run. It can also make you more visible to potential investors, some of whom might get very impressed with your new venture. The tips mentioned above should help you plan the perfect launch event and make your future brand more likely to succeed. Once you research your audience, choose a memorable theme, and invite the right people, the whole process will become much more manageable. Good luck!