Product launches mark the culmination of weeks, months or even years of hard work. You did the tough part, and now it’s finally time to debut your product to the world. However, organizing a successful product launch is no small feat, especially in Dubai – a bustling metropolis where showmanship knows no bounds.
One way to ensure your product launch goes off without a hitch is to enlist the help of one of the many prominent event entertainment companies in Dubai. But if you’re a bit of a DIY-er and like to keep things in-house, follow along with this nine-step guide on how to put together a successful launch.
How To Plan a Successful Product Launch
To ensure a relatively stress-free, smooth product launch, consider the following essential steps:
1. Set Your Goals
Just saying you want to “put your product out there” is too vague. Think about what you’d like to accomplish in specific terms, like creating or reinforcing brand awareness, increasing audience engagement and boosting product sales.
Make your goals measurable and achievable. That way, when you look back on your product launch, you can track your progress and evaluate the success of your efforts.
2. Decide on a Budget and a Timeline for the Event
With any kind of event planning, setting a budget and a clear timeline are paramount. From the event venue and catering to the entertainment and decorations, there’s a lot to consider.
Keeping a detailed record of all those specifics as the event progresses can also help you stay on track and ensure that all the pieces come together seamlessly.
3. Choose Your Venue
When it comes to venues, there are plenty of options in Dubai—from traditional hotel ballrooms to chic rooftops with spectacular views.
Here are some questions to keep in mind when picking a venue:
- Does it have the seating capacity for the number of guests you plan to invite?
- Is there ample parking (especially important if you’re expecting VIPs)?
- Are there presentation or AV facilities onsite?
- Does it paint your brand and product in a positive light?
If the answer to all of the above is an enthusiastic yes! Then you’ve found the perfect spot for your product launch.
4. Pick the Event Theme
The event’s overall theme should be consistent with the product you’re launching.
Suppose your product is a new app for digital nomads. In that case, the event should have a futuristic, traveler-friendly vibe to it. But if it’s a new line of luxury handbags, then the event should probably have a more glamorous, fashionable, high-end feel.
Either way, a cohesive, thematic message can tie everything together, create a memorable experience for your guests, and jumpstart product recognition.
5. Plan Your Event Experience
Since the smallest detail can affect how your attendees view your company and the product you’ve worked so hard to release, make sure that the event experience is nothing short of exceptional.
Production elements like lighting, sound, decor, and entertainment can make or break your event. So think about how all those factors will work together to create a remarkable experience for your guests.
The type of activities you host can also play into the overall event experience. Think interactive product demos, games, competitions, live performances or celebrity guests and, above all, make sure everything aligns with your brand message.
6. Source Vendors and Suppliers
Now that you have a clearer sense of the event experience you want to create for your guests, it’s time to move on to choosing vendors and suppliers who can help you turn it into a reality. This will include catering companies, photographers, videographers, musicians, emcees, presenters or DJs and any other type of vendor you may require.
Research potential supplier portfolios, read online reviews, test catering samples and get references from other event planners if possible. Remember to stick to your pre-set budget and don’t enter into any contracts before you’re confident you’ve found the vendor who can deliver on your expectations.
7. Put Together a Guest List
Think carefully about whom you would like to invite to the launch and start compiling your list.
Investors, product vendors, industry-specific influencers and customers who have already expressed interest in your product should be on your list.
And for a more personal touch, consider sending out personalized invitations (either physical or digital). Doing this will build anticipation and help with tracking RSVPs.
8. Promote Your Event
When you take the time to build momentum for your launch event, you drive attendance and generate more interest in your product.
An excellent place to start is your social media channels like Facebook, Twitter and Instagram. You could run both organic and paid campaigns to highlight the event, organize contests, create launch countdowns, or partner with influencers in your niche to amplify your message.
A cost-effective way to promote your event is through email marketing. Compile a list of contacts (existing customers and potential leads) and start sending promotional emails with interesting tidbits about the product, event date, time and location.
And depending on the size of your launch, you could reach out to the local press and news outlets to get some media coverage for your product launch.
9. Follow Up With Attendees
A big mistake that many beginner product launchers tend to make is thinking that their job is done once the event is over, when in fact, following up with your guests after the event is just as crucial.
Begin by sending out personalized thank-you notes to each guest and inviting them to join your product email list. You can also create surveys to collect feedback on the event and the product itself.
In doing so, you’ll make your guests feel appreciated and gain prized insights into how you can improve your product, marketing plans or customer service going forward.
A Product Launch to Remember
So there you have it—a crash course in planning a successful product launch.
Of course, each product launch is different, and you might have to tweak your approach as the situation dictates. You may even need the help of seasoned event management professionals, depending on the importance and scale of your intended product launch.
Just remember to stay organized and set realistic expectations, and you’ll be well on your way to producing an event that both you and your attendees will remember for years.