Posted on November 28, 2023

Event Planning Guide: How to run an event to launch your product

Are you looking to launch your new product with a bang? Well, you’ve come to the right place.

Whether you’re a business owner or marketing manager — looking for new and exciting ways to launch and promote products is an absolute must.

A product launch event can be an absolute game-changer. It’s all about generating excitement and a bit of a buzz around your new product and a successful launch event is absolutely the way to do it.

You don’t need to be an event planner to pull off a successful product launch.

Let’s dive into how you can make your product launch event not just good but a sales-generating success.

The Gist: What the Event Planning Guide covers

Set Clear Goals

Decide what you want to achieve — buzz, education, sales.

Know Your Audience

Tailor the event to the interests and needs of either industry professionals or end consumers.

Budget Wisely

Include costs for venue, catering, marketing, technology, and unforeseen expenses.

Choose the Right Venue

Pick a location that aligns with your brand and is accessible to your audience.

Design a Memorable Theme

Ensure the event’s theme and design resonate with your brand.

Effective Marketing and Promotion

Use social media, email campaigns, and partnerships to create event awareness.

Manage Logistics and Operations

Consider aspects like catering and AV equipment, or hire an event management team.

Engage with Content and Activities

Plan interactive and exciting sessions to showcase your product.

Use Technology

Incorporate apps, live polls, or augmented reality for a tech-savvy event.

Follow Up Post-Event

Keep in touch with attendees for feedback and ongoing engagement.

Brainstorm your goals for a successful event

First things first, let’s talk about goals. What do you want to achieve with this event? Are you looking to generate buzz, educate your audience, or drive sales? Having clear goals will guide every decision you make.

These might be:

  • Brand or product awareness
  • Sales
  • Networking with industry experts, influencers, and the media
  • Education about the product
  • Social media buzz

Define your goals for your next event first. This will guide you whether you plan to organise the event yourself or engage the help of event planners.

Understand who your audience is

Who’s coming to your bash? Understanding your target audience is crucial. Are they industry professionals, or are you targeting end consumers? 

Knowing their interests, needs, and what makes them tick will help you tailor your event for maximum impact.

To define your target audience, you should consider who your ideal buyer is for your new product, then think about who it is that could influence them to buy.

If your product is an exciting new video game, your product’s target audience is avid gamers. So, your event’s target audience might be game reviewers, Twitch streamers, and other influencers in the space.

If your product is something in the beauty space, then this audience will look totally different. You’re looking at beauty editors, beauty influencers, and highly regarded makeup artists.

Once you have your audience down, you can begin to understand how you can plan an event that will get them excited.

Set an event budget

Now, let’s talk dosh. Setting a budget early on helps you make informed decisions without breaking the bank. Be realistic and remember to account for all costs — venue, catering, marketing, technology, and unexpected expenses.

A successful event hinges on the event budget — so be sure to be thorough.

Choose the right venue

Your event space can be make or break. For a product launch, you want a venue that aligns with your brand and is accessible to your audience. Comfort, facilities, and vibe — it all counts.

There are a few things you might need to consider when choosing your venue:

  • The size and capacity
  • Location and accessibility
  • The aesthetic and your ability to customise the space
  • Catering and food options
  • Technology available
  • Budget considerations
  • Nearby accommodation

Pssst. The event planning team at BTP Conference Centre would love to host your next event.

Create a memorable theme and design

Here’s where you can really shine. A memorable theme and design can set the tone for your event. 

Whether it’s sleek and professional or bold and innovative, make sure it resonates with your brand, product, and target audience.

Think about the marketing & promotion

You’ve got to let people know about your event. 

Use a mix of marketing strategies — social media, email campaigns, or even partnerships. Creating a buzz that’s impossible to ignore is an absolute must in event planning.

In event management, the marketing is two-fold.

You might need to invest in some marketing initially to make sure people attend the event. Will it be invite-only? Is anyone welcome to come along? What’s in it for them?

Work out the benefits of attending your event and make them known to your target audience.

Then, once the event is complete, use this as a marketing tool, too. Your event has the potential to become a static social media post and you could get two TikToks or Instagram Reels out of the night, and be sure to follow up for customer reviews — especially if you’re giving out freebies at the event.

Consider the logistics & operations planning (or hire an event management team)

The logistics involved in event management can be tricky, but they’re absolutely vital. Think about catering, registration, audio-visual equipment, and more. 

Not your cup of tea? Consider hiring an event management team. Event planners take care of the nitty-gritty so you can focus on the big picture.

Plan engaging content & activities

Your content and activities should engage and excite your audience. Plan interactive sessions, demonstrations, or speakers that highlight your product’s features and benefits. Keep your audience hooked and wanting more!

Consider hiring a speaker your audience will love

When planning your product launch event, one of the most impactful decisions you can make is hiring a speaker who truly resonates with your audience.

A well-chosen speaker can not only captivate your attendees but also significantly enhance the overall experience and message of your event.

Think about what your audience values — is it industry expertise, inspirational stories, or cutting-edge insights? Maybe it’s just good old-fashioned entertainment.

Identify a speaker who aligns with their interests and suits your brand and product. This can be an industry expert, a renowned innovator, or even an influencer or popular MC.

The right speaker will not only draw more attendees but also leave a lasting impression, making your product launch one your audience talks about for years to come.

A speaker can add credibility to your event, help communicate your message, and create buzz, both at the event and on social media and other public platforms afterwards.

The speaker you choose can be a significant aspect of the success of your event, so choose someone your audience will really love.

Create special moments

Your product launch is not just an event. It’s an experience, a collection of moments that can leave a lasting impact on your attendees.

From the second they step into the venue, every detail counts towards creating those unforgettable moments.

Consider the initial impression as they arrive — is the venue fun and engaging? Is it photo-worthy? Make sure it makes the right impression from the get-go.

These first moments are your opportunity to set the tone for the day, promising an experience that exceeds your audience’s expectations.

In every moment of your event, from arrival to departure, there lies an opportunity to create something unforgettable. Embrace these opportunities, and your product launch will be remembered not just for what was presented but for the experience it provided.

Leverage technology at your event

Technology can elevate your event. Use apps for networking, live polls, or augmented reality to showcase your product. Technology is an amazing way to make your event fun and engaging for your audience.

  • Livestream the event
  • Use tech for an engaging Q&A session
  • Consider utilising AR or VR
  • Set up a photo booth

Plan to follow up after the event

The event is over, but your work promoting this new product is not. Follow up with attendees. Get feedback, send thank you notes, and keep the conversation going.

This can turn a one-off event into a lasting relationship.

Looking for a venue? Consider the Brisbane Technology Park Conference Centre for your next big event. It’s the perfect spot for events of all shapes and sizes. Book a site visit and see how we can bring your event to life.

Trade Show Here

If you’re looking for a venue to hold your next trade show at, the team at BTP Conference Centre is here to answer your questions. From logistics to technology to a simple bump in process, our event coordinators will help make your trade show a seamless experience. You can focus on what you need to do, we’ll take care of the how. Book your free site visit to find out more.

Come see our space.
We'll show you around.