How to Plan a Successful Product Launch Event


You’ve been sitting on a project for quite a while now. And you’re quite excited to launch it into the world.

But planning a successful product launch event can seem somewhat daunting. This event needs hype.

You need to get others just as excited about the product as you are. We’re talking investors, customers, and influencers alike.

So this event isn’t just about ensuring that your initial sales get a boost. It’s about building your brand’s reputation.

Luckily, you’ve already got some free tools at your disposal. Social media is the first step to drumming up anticipation.

And that’s a tool not even Apple had at their disposal. Hopefully, this fact alone can help you put things in perspective.

But if the product launch event planning still feels overwhelming, follow these tips below. You might not be Apple.

But this guide will help you plan and execute the best product launch event you can. And you can rest assured that customers won’t be able to resist your new product.

How to plan a successful product launch event

See Related: What Are Networking Events?

#1. Focus on an overall goal

Obviously, you’re looking to launch a new product. But your launch event can accomplish more than just one goal.

Some product launches are known for their immersive experiences. But others are known for establishing their brand personality overall.

So start by thinking about what you want the audience to come away with. You can create any kind of experience for them.

But what do you want your guests to feel once they head home? Whatever your goal, make sure that it is memorable.

Party ideas are all good and fun. But make sure that they are serving a greater purpose that sends a message to your desired audience.

#2. Consider your audience

You could argue that the audience is the most important part of your event. After all, those who attend are ultimately going to be the future spokespeople of your brand.

They will inevitably tell others about their experience of both the product and the event. As much as social media is king, the power of word-of-mouth marketing is still very much alive!

Customers for your product will engage differently depending on their age. So if you have a younger audience, try facilitating exciting and interactive activities at the event.

Create a hashtag on social media for guests to use. And set up photo opportunities so attendees can post to their own feeds.

But older customers require a different kind of marketing. More traditional business associates tend to prefer sophisticated events.

The buzz might be kept to a minimum but only because the event is invite-only and exclusive. As industry practices shift, make sure your launch event matches that of your audience.

#3. Choose an exciting and relevant theme

You may think that the event is all about the product. And it is.

But the theme of the launch party is just as important. A theme gives attendees something to engage with.

They’re likely to have never used your new product before. So they won’t want to walk into something blind.

New products also need contextualization. So if you have a new tropical juice to sell, try hosting a luau theme party.

Or, you might have a new music software you’re looking to sell. Make sure the entertainment matches the innovation of your brand. It might not hurt to bring on a fun corporate entertainer for the event to pump up the crowd.

Ultimately, launching a new product means creating a cohesive customer experience. So make the strategy of your launch event match that of your product.

Hosting a party with no theme feels lifeless. But if you serve guests a memorable experience in tandem with your product, customers will feel more valued overall.

Maximize your product launch with an exciting venue and theme

#4. Decide on what type of event you want to host

Product launch events come in all shapes and sizes. And event planning can differ greatly depending on the type of launch party you’re looking to host.

Below are some examples of different event formats for your product launch. Scroll through to see what will match your goals, audience, and budget.

Cocktail party

What comes to mind when you think of a cocktail party? Nice clothes, nice people, nice vibe?

Well, your brand might wish to reflect those very traits. So a cocktail party could be the product launch event format for you.

These invite-only affairs make for an exclusive event experience. No big stage is involved to cater to an auditorium of people.

Instead, select influencers, investors, and customers make up your audience. Creating a small and elite product launch event experience is a strategy unto itself.

You might think that you want the whole world to see your product. But if you get the right people to see it first, it could do wonders for your brand.

Industry big-wigs and business insiders tend to drum up buzz on their own. So an exclusive launch party with only them in attendance will still create an air of anticipation.

Pop-up shops

Pop-up shops are becoming a new way to draw out your release. If you sell physical products, you can set up pop-up shops in select locations.

Then, make it a kind of scavenger hunt for customers big on social media. Post pictures or hints or where your next location drop will be.

And invite local influencers to attend the next pop-up location. As a strategy, pop-up shops get customers involved in the launching of your product itself.

Pop-up shops are both exclusive and accessible. And they keep attendees’ attention span as they’ll want to find the next shop at a location near them.

Think of a pop-up shop as similar to food trucks. Food trucks are a unique business in that they are able to travel around which automatically creates buzz.

Online accounts even get created to provide tips for where the next location will be. And this makes business all the more fun and interactive for customers.

This is also a great strategy when you’re unable to secure a single venue that fits your needs. Some product launch events are defined by the venue they choose.

But pop-up shops take the venue out of the equation entirely. Instead, they allow you to create an interactive experience that guests will absolutely love.

Try a pop up shop for a successful product launch

Keynote event

On the other end of the product launch event spectrum is a keynote event. You want your product launch event to be big.

You want your product or service to be plastered all over social media. We’re talking Kylie-Jenner-throws-a-birthday-party-for-her-daughter big.

If this sounds like you, then a keynote event in an auditorium is the way to go. Use your large local presence to secure a popular venue.

Even make it a virtual conference for those who can’t attend in person. The key to event planning a keynote conference is making it largely accessible.

So, message any and all industry leaders you know with an invite. Launching in such a big way will surely get your company and brand on the map.

Bonus: 7 Ideas to Enhance Audience Participation at your Next Virtual Event

Industry trade show

You might be wanting that big release. But your budget might say otherwise.

In this case, consider an industry trade show. Trade shows allow you to piggy-back on other company’s events.

There may be other product launches occurring by your sides. But an industry show event will garner you a greater audience.

Ultimately, the events help you maximize your opportunities. If your budget allows, you can even try sponsoring the show.

This will guarantee you a speaking opportunity. So no more relying solely on online media for brand exposure.

Here, you can get up in front of your industry crowd in person. Tell them your ideas.

And sell your product to those who might otherwise not have heard of you. Think of a trade show as free networking too.

A company is only as strong as its ties. So if sales are not your main goal, networking can take over and help your future launches.

#5. Pre-launch promo

By now, you should know what type of event format you want to pursue. Your next step will be drumming up buzz for the product launch event itself.

The promo is arguably just as important as the launch event. So, create a teaser campaign through online media at least 20-30 days in advance.

Feel free to get as creative as you can with your marketing too. Sales are concrete.

But the promo beforehand is all about the wonder and excitement of a new product. Share short videos to tease specific features about your product.

Or, maybe highlight a company member each day to give context to the product itself. These events are the first time the world will know what you’ve been working on.

So make sure that the launch event will be highly anticipated. Ultimately, pre-event promo is meant to start conversations about your product.

You’re making people curious and getting them to question what’s missing in their life. Be the answer to that question.

After all, you’re selling a feeling. So make that feeling one of success for both you and the customer.

Promote your product launch event through social media

#6. Do a livestream or product demo

A product launch event is about gaining exposure. And what better way to do that than creating a livestream?

Livestreams can be done through Facebook, Instagram, YouTube, or Twitch. This ultimately allows consumers to engage in the product launch without being physically there.

Additionally, a livestream automatically records your event. Then, you can continue to put out content and videos on your social media feeds even after the launch has been completed.

But, you might like the idea of an exclusive launch event. That doesn’t mean you can’t still include a livestream though.

In this case, try livestreaming a product demo that you perform at the event. You’ll need to advertise a product demo anyway.

Why not reveal it in a way that is still exclusive since it’s happening live? Virtual platforms have made marketing all the easier.

But livestreaming select moments of the launch event could be a bigger success than you think. Your event would cater to every kind of client.

Those who prefer in-person exclusive events would be satisfied. And others who appreciate accessible virtual options would still be able to partake.

Not all launch events are made equal. But you have the power to reach new audiences both in-person and through virtual means.

#7. Post-event strategy

Alright, pat yourself on the back. You’ve gotten through the lion’s den that was the launch of your new product.

But don’t rest for too long. The work is far from over.

In fact, this is just the beginning for your new product. Keep generating interest through social media by partnering with another company or public figure.

Encourage customers to post their videos and pictures of the product. And include a hashtag that will keep all of your content in one place for others to find.

The stage for your product is no longer the event. It is now the world.

So reply on all social media channels and invite a dialogue. Always take advantage of engaging with clients.

Those smaller moments of connection will do wonders for your overall marketing and sales. And the product will then act as a reflection of the company as a whole.

Even if the launch event was not the success you were hoping for, there is still hope. Marketing does not end at the product launch event.

The momentum must keep going.

The launch of your product is only the beginning

A matter of time

A product launch is extremely labor intensive. So planning and managing all of your events will be crucial to not only the product, but your mental health.

Use all accessible software to help you in this process. There are so many more tools available to us than we think.

At the end of the day, your product will benefit from a matter of time. Just keep pushing your narrative and trust that your product will make its way into the hearts of many.

Keep Reading: 5 Cost-Saving Virtual Entertainment Ideas

Adam Christing is a professional comedy magician, virtual MC, and the founder of He is a member of the world-famous Magic Castle in Hollywood and a popular comedian for corporate events, magician, and virtual speaker.