How to organise a successful launch event

A successful launch event can be extremely effective in building up awareness of your business and lending it credibility, but can often involve a lot of effort on the part of the organiser.

Whether you’re launching a new scheme, product or building, you’ll want to make sure you put on a good show. So in this guide, we explore things you need to consider when organising the perfect launch event.

Location, Location, Location

When choosing the perfect location for your event, you should thing about the following questions: Does it suit your audience? Does it add value to your event? Is it within your budget? Will it provide you with enough space to accommodate your anticipated number of guests? Will it be simple for people to find? Is there ample parking if guests have to drive?

The Time is Right

Timing is always crucial to the success of your event. Will it be a breakfast/lunch event or after work job? The agenda of the event will help you decide this – for instance, if you’re serving food, will it be a formal sit-down meal or buffet service? Drinks? Spokesperson?

If you’re inviting the press (which we heartedly recommend if you want some coverage), remember journalists have busy schedules and have lives outside of the office too. So don’t make an event launch too long or after hours or during key deadlines. Just like you, the last thing a journalist wants to do after work is – more work. So, if it is after work, make it enticing.

You should consider key dates, such as holidays or annual events in the community, that might compete with yours (e.g. the Euros).

Also think about how much time attendees will need in order to plan ahead to attend, and how much time you’ll need to prepare for the event.

Create an Experience

Arguably, the hardest part about planning your launch event isn’t deciding who to invite or where to have it – it’s how to create something that will be memorable to the audience, something that they’ll feel was worth attending.

Think about what the guest can take-away. This could be something physically like a handout flyer, ‘goody-bag’ or even just a key message. Will someone be doing a speech? If so, think about whether a key spokesperson in your industry, or local celebrity can talk too. Remember, if your message is not relevant and the event launch does not impress, it is doubtful media coverage will be generated.

Another way to provide “moments to keep” is to organise a professional photographer to snap away at your guests, or even a novelty photo booth. Not only are photos a nice keepsake for guests, they can then be shared on social media (we’ll talk more on that later) or included in a follow-up press release, blog or newsletter about the event. Make sure you take advantage of the opportunities to shout about your event, even when it’s over.

While this may seem obvious, also remember to brand-up any giveaways – because if you’re going to bother putting your logo somewhere, put it on something that goes home!

Be Social

Publishing topical content directly across social media can be an extremely cost-effective way to strategically reach and engage with a targeted guest list. So get tweeting in the lead up to the event with teaser tweets (e.g. “X days to go until our Launch Event @XXX”) and even after with some follow up posts, reflections on how the day/night went and thank the guests and everyone who made the event possible.

Remember to create a Twitter hashtag so people can join in on the conversation too. Ideally you’ll want something short, catchy and something related to your brand or event.

Live-tweeting throughout the event will generate engagement online and will encourage people to join in too.

A launch event is a great opportunity to engage directly with stakeholders, the community and key people within your industry, so make sure you create something worthwhile attending and something people will remember and associate with your brand.

Are you thinking about an upcoming launch? Get in touch to find out more about how we can advise you setting-up the perfect event.