When developing a new product, so much of the process happens behind closed doors. Months and years of design, development, refining, quality testing, and focus group testing go into the creation of something new. But no one outside that process gets to see that hard work.

A great product launch event lets you say to the world, “we have been working night and day for you, and here is the result!” It brings attention to the product, highlights the hard work and ingenuity that went into it, and gets your customer base excited to use it.

However, it is easy to let product launch event ideas spiral out of control to the point that the party is no longer about the product. When you bring in too much entertainment, too much branding, or choose the wrong venue, your product can become an afterthought and any momentum you wanted to build by launching your product in the first place will dissipate.

No matter what kind of product you are throwing your event for, there are tried and true steps you can take to ensure that your event is not only great to attend, but serves your purpose in driving sales of your new product or service.

What Is a Product Launch Event?

Before we get into advice for throwing a successful product launch party, we should pause to describe exactly what we mean by that term. The events we will be looking at today are designed to draw attention to and drum up excitement for a new product.

Attendees may include investors, potential customers, representatives of established partners, your product development team, and employees from other departments that contributed to the creation of the new item or service you are debuting.

These events can feature entertainment, product demonstrations, catered dining, sales areas for attendees to buy or preorder your new product, games, and more. The one thing they all have in common is a new product that is being officially unveiled to the public.

Start with the Goal of Your Product Launch

As you begin product launch planning, you need to be sure that you have identified a clear and achievable goal for your event. That can be different depending on the product at the heart of your party. For example, your goals launching a physical product will not necessarily be the same as your goals when launching a new app.

Your goals can also change if you are holding a premiere event for a piece of software that goes live for download at midnight that night or if you are securing preorders for an item that is scheduled to hit store shelves on a future date.

So before you do anything, determine if your product reveal event is made to be the opening salvo in a social media advertising blitz leading to the date the product drops or if it is the culmination of your process. In other words, are you building anticipation or paying off your customers’ existing excitement?

Build Your Event Around the Product Reveal

After you have determined your goals for your event, you can begin figuring out all the rest of the details. There is no single product launch checklist since launches will differ based on products and the goals of the event planners, but in general, you should look at the following areas as part of your event preparation.

• Event goal
• Attendance goals
• Budget
• Guest list
• Date
• Venue size and availability requirements
• Catering
• Entertainment and photographers
• AV requirements
• Accessibility requirements
• Decorations and branding
• Product demonstration

Depending on how you intend to demonstrate your product, you may need a stage with projection equipment, speakers, and microphones. Additionally, you will want to have an area where your guests can get their hands on your new product.

That could mean a rack of tablets set up so that people can explore a new app or space where customers can pick up and use your product. For example, if you are putting out a newly designed vacuum cleaner, give your guests an area where they can make a little mess and clean it up with ease.

Just remember that everything you put together for this event must serve your central goal for your new product. The further you stray from your focus on the product, the more likely your event is to fall short of your expectations.

Your Venue Matters

Your product launch venue can either help or hinder your goals. The size of the venue, the layout and traffic patterns, and its accessibility: these are all major factors that you have to consider when selecting a space. But that’s just the start.

Consider the importance of social media and using video and images from your event in advertising. A boring venue that has no character will make your product seem boring. Factoring in aesthetics when choosing your launch party can make a big difference.

With all that in mind, let’s look at some of the specific ways that your venue choice can help address major requirements that you will have for your next product launch event.

AV Capabilities

You cannot have an effective brand launch event without good audio/visual equipment. That includes speakers and microphones to ensure that everyone can hear what you say about your new product, as well as projectors and stage lights to make sure that your audience can see everything in person and on camera.

Sightlines

A product demonstration doesn’t do much good if no one can see it. Go over the layout that will work best for your event with staff from the venue. Figure out where you will be placing your audience for your demonstrations. You may have them at tables following your catered meal or stand them up in front of your stage. But however you orient your audience, be sure that they and your cameras have great views of your product.

Branding

At a corporate launch event, getting your branding out in front of your audience is important. You want them to associate you with a great and classy event. So find out if your venue has screens that can display your logo around the room or if they have ways to hang signage that you provide. Don’t go too over the top with your branding! You want the product to be the main focus — but don’t let anyone forget who is throwing this party.

Preferred Vendors and In-House Services

Securing entertainment, catering, and bar services is important for a successful event. As part of your product launch event planning, coordinate with a venue representative to find out what services are available in-house and what outside vendors they have worked with before that can be trusted to give you their best work for your party.

Atmosphere

As previously mentioned, images and videos from your product launch are going to be key components of any social media strategy and marketing materials you put forth to build on the excitement of your event. So it’s important that the venue you choose looks great.

Take the venues at The Lumber Exchange Event Center as examples. Each one offers something unique. From the massive, indoor waterfall in The Fountain Room to the vintage bank vault in Sawyers on 5th to the unbeatable view of the namesake artist’s mural in Dylan’s, every venue at LXMPLS has unique elements that add class and character to your product launch.

Why Choose Downtown Minneapolis for your Product Launch Event?

Downtown is, arguably, the coolest part of Minneapolis. From sports arenas to stages that host stage productions from all over the world to incredible restaurants to the bar scene in the North Loop, there is something for everyone downtown.

So when you choose a Minneapolis product launch venue in Downtown, you get to associate your product with the coolness of the neighborhood while reaping the benefits of the robust parking and transit infrastructure.

Buses, trains, ride-shares, and parking are all easy to find Downtown. There are also incredible hotels for important out-of-town guests that will be attending your product launch. Hosting your event in Downtown Minneapolis makes it easy for your audience to attend.

And when you use The Lumber Exchange Event Center, you get a venue right in the middle of Downtown. We are in the city’s first skyscraper and have all the charm of a historic building alongside every modern convenience and capability you could need for a successful event.

Help Your New Product Shine

After all the work that goes into creating a new product, your product launch event is an opportunity to let the world see and get excited to get their hands on the fruits of your labor. Make sure your venue helps make your event better.

Reach out to us at The Lumber Exchange Event Center to schedule a tour and get your questions answered by our experienced staff. Our amenities, services, and planning assistance will help make your event one that your customers will remember for years to come.

FAQ

What happens at a product launch event?

With demonstrations and entertainment, a company reveals and creates excitement for a new product or service.

How do you plan a successful product launch event?

Use your research into your target audience to design an event that will best demonstrate your new product to that group.

How long should a product launch event be?

You never want an event to overstay its welcome. In general, give an hour for arrivals and networking, a half-hour to an hour for demonstrations, and a few hours for networking and hands-on demonstrations of your new product.

What should a product launch venue have?

AV equipment, branding opportunities, good sightlines for your demonstrations, in-house catering or a list of preferred vendors, and a great atmosphere as well as enough space to meet your attendance goals.

Who should you invite to a product launch event?

Your product design team and employees that worked to develop your product, your marketing team, VIPs such as major investors, social media influencers whose content relates to your industry, and members of the target audience for your new product.

How far in advance should you plan a product launch event?

Start planning as soon as possible. As product development progresses, your marketing team should start planning the launch event as part of their strategy to create buzz and excitement.