South Africa Event Planning

A product launch is a very exciting event for those that have been involved with the concept, creation / production and marketing of a new product. Your launch will be aimed both at your existing clientele, who have a fair amount of loyalty to you and your products (or services) as well as to potential clients.

The style and nature of your product launch party will depend on 1) your budget, 2) the nature of the product and 3) the profile of the guests you plan to invite. Therefore, every product launch party is unique, and you should personalise your event so that it is relevant and meaningful to you and your organisation. However, here are some tips to throwing a product launch party that is effective and memorable:

• Draw up a guest list first, jotting down every name that you can possibly think of that may attend your event. Then, divide these into ‘probables’, ‘maybes’ and ‘probably nots’, so that you have a more accurate idea of numbers and guest profiles. Be sure to do research on your target market well ahead of time, so that you know who they are and why they would like to attend (even if they do not know that yet!) This will enable you to appeal to their personal sensibilities and to create a party that they will enjoy and, most importantly, remember. Then, if you have spare room, invite as many top corporates that you have contact with as possible. Even if they are not your target market, they are sure to have contacts within their valuable network that do.
• When deciding on the major facets of your event, always keep your product and market in mind. Set goals accordingly. For example, do you want people to leave with something that will remind them of you or your product? If so, giving out small branded gifts is of utmost importance. On the other hand, if making contacts is more important to you, ensure that you have put a system in place that allows you to collect as many names and numbers as possible during the course of your function.
• You are likely going to be required to work within a budget. When drawing up a budget, remember that your party should cost less than 10% of what you expect to sell at the event. Be realistic, and commit to a number once you have decided upon it.
• Hire a professional event coordinator if you know that you are not equipped to handle the many elements of party planning, or if you simply do not have the time in your busy schedule. Hiring an experienced person relieves you of the stress and pressure of the details, while still affording you the freedom to have the occasion you desire. Clear communication is essential if your organiser is to understand your vision and objectives.
• Look at the press for clues on previous product launches and learn from their comments. Search the internet for tip as well for the experiences and expertise of others, particularly those within your industry.
• Ensure that you invite the local media (newspapers, TV personalities and radio DJ’s or production managers) so that your name and brand is, at least, familiar to these ones and, at best, featured in public media for maximum exposure. Press releases should be sent out 60 days, 30 days and two weeks in advance of the event. Use these to entice possible guests.
• Do not neglect to organise food, beverages and entertainment, and make sure that these elements of your event will be of the highest possible quality. Test all products and services before confirming your use of them.
• Although not essential, prizes, giveaways, raffles and samples are always a hit amongst guests.
• Delegate! Do not try to assume all of the responsibility yourself, but assign specific tasks to people that you can trust. However, remember that you will, ultimately, bear the final responsibility for the event, and will have to answer for mishaps. Therefore, only delegate parts of the party, and not all of it.
• Make back-up plans for everything – including equipment failure, inclement weather and the non-arrival of speakers or vendors.
• Confirm all services and products one month, one week and one day in advance.

Photo Credit: Event Management