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The Ultimate Blueprint for Flawless Product Launches

by: Antony Hampel

It is almost time for a new year to begin; a new year of chances, opportunities, and exciting ventures. There is a good reason why so many companies choose to schedule their product launches for January and February. They know that consumers, just like businesses, are looking for a change.

If you want to be that change, however, you need to know how to get new products to the market quickly and efficiently. A carefully organised launch can mean the difference between a new product which flies off the shelves and one which wallows in relative obscurity. You must remember that, in order to sell a product, it first needs to be visible.

These handy tips and tricks form a blueprint for flawless product launches which can help you to make your next event the biggest one yet.

1. Know the Market

Before you even begin to organise your product launch, get to know the market. If you know which demographic group it is most likely to appeal to and how that group tends to shop, you can make sure that your event is tailor made for these people. Also, take care never to hold product launches at the same time as other high profile events, launches, or shows.

2. Define the Launch

The next step is to determine how big and how extensive you would like the event to be. Will there be drinks on offer for interested guests? Are you planning to let shoppers test or handle the new product in any way? If yes, do you need to hire extra staff as guides or supervisors? If this is your first big experience of product launches, remember to start small – keep contact with the product fast and simple, so that exposure is maximised.

3. Appoint Your Team

The most efficient way to manage a product launch – especially if it is a public event – is with the help of a single coordinated team, but it should be led by just one person. It might be you or another trusted employee; either way, a responsible supervisor needs to be appointed. If possible, try to ‘sign off’ on all expenses, because that way, you will know exactly what equipment is already accounted for and what still needs to be sourced.

4. Invite the Local Media

To make sure that product launches really make an impact, get the local media involved. They are critical when it comes to building up awareness for new products, so arrange for invitations to reporters and ask eminent bloggers to host press releases on their platforms. If they have the ear of a large audience and a relevance to your product, give them free access in exchange for event promotion.

by: Ant Hampel