THE LAUNCH PARTY:
SMART OR STEEP?
© Melissa Nowakowski 2008
The decision as to whether or not throw a launch party for a product is always a tough one. While many view it as an invaluable tool in drawing word-of-mouth, others view it as a waste of money -- often more dollar is spent on the launch party than what the company gets in return.
I have sat for countless hours in a stuffy boardroom, listening to marketing teams debating the pros and cons (not to mention the budget) of throwing a launch party, when really the answer is simple. If you know how to throw a launch properly and effectively - do it. If not, put your money into something that will definitely work for you -- like advertising or a publicist.
If you do decide to throw that launch party - here are things that I encourage my clients to consider:
KNOW YOUR MARKET
What is the target audience for your product or company? Are they predominantly male or female? What is their age range? What positions do they hold? What areas of the city do they frequent most? Is your audience a group that likes to spend money or are they typically more frugal?
These are details that you must know before planning that launch party, because every little detail above will affect not only the type of launch that you throw, but the location and type of venue in which you hold it, and the type of clientele that it draws.
For example, if you're launching a new basketball sneaker,you're not going to throw a high-end, posh party held in the city's business district. You're going to launch the product in a very urban location and venue, lots of exposed brick and graffiti-- perhaps even on an outdoor basketball court -- you're going to have a DJ spinning some Hip Hop and R&B, you're going to give out "goody bags" with items like T-shirts or key chains with the sneaker's logo, coupons to buy the sneakers, etc. You may even challenge some guests to a game of 21 and the winner gets a pair of sneakers. It's all in knowing who your audience is, what they'll want and how to draw them out.
KNOW YOUR BUDGET
Typically your budget should be 10% less than what you expect to bring in revenue. Once you create a budget, stick with it. Like any other event in life, it's very easy to go over-budget on things that won't make all that much of a difference in the long run. Once you have a clear idea of who your audience is, focus your money where it makes the most sense: on what will attract your audience enough to buy the product or use your service. Things like food and drink are a nice touch, but only if they're relevant to your product or company. Otherwise, not only will they be costly but they'll detract attention from what's most important.
GET CREATIVE!
When I propose launch ideas, the question I get asked often is "Is that what is typically done?"
The answer is "NO!" Why would you want to throw a launch that has been done countless times or follow in the footsteps of your competitors?
The trick is to create a launch that will draw people to your product or company. But not just any group of people. A new set of consumers or clients! If you throw a launch that's similar to another, what incentive is there for a group of people to come to yours? Just like your product or company is different, so should your launch be.
The biggest misconception about getting creative is that it has to cost exuberant amounts of money. It's funny, but some of my most creative launches were done on a very limited budget. Perhaps that's because when you have limited means, you have to get creative. Choose unusual locales and venues (ie) for a book launch where the central character was a stripper, I held the launch in a dingy underground club off a graffitti'd alleyway. Choose unique entertainment (ie) for a cultural event use traditional performers. Incorporate your product or company into the decor (ie) at a launch for a jewellery company I used glittering necklaces to hold back delicate draping in brilliant colours and had more necklaces in chain-link fashion hanging from the rafters. In getting creative you not only "wow" the guests of the launch but you can draw more attention to your product or service than you ever thought.
INVITE ALL THE RIGHT PEOPLE
Of course you want the general public to attend but be sure to invite key members of the media and any celebrities or organizations that you think the launch will appeal to. By inviting the appropriate journalists to attend you not only may be able to capitalize on media coverage but you have just invited perhaps the best word-of-mouth source. Be sure to invite the right journalist for your launch however. Don't invite media in general. For example, if your launch involves fashion invite media from the fashion pages in local newspapers, editors of fashion magazines, producers of fashion shows and bloggers. I can't stress bloggers enough. They are the word-of-mouth experts of all word-of-mouth professionals. If your launch is a culinary affair, invite food bloggers, foodie journalists, producers of cooking shows, editors of food pages in the newspapers and also the editors and reporters of lifestyle sections, magazines and programs.
Do your research. Find out who the editors, reporters and producers are. Don't just send a generic invitation. Be specific as to who you're inviting. It makes it much easier to follow up and your chosen media will be more inclined to attend if they feel you specifically invited them.
In addition to a formal invite, send a press release to the same media 60-days in advance highlighting the unique details of the launch (as well as info about the product and/or service) and a follow-up release two weeks prior. This will again entice your media to attend but will also help get the word out to the public that this event is happening.
Inviting "celebrities", well known movers and shakers or organizations not only create an additional draw as it makes your launch look like the "place to be" (which I'm sure it is!) but its also a good opportunity for word-of-mouth among the creme-de-la-creme.
MARKET THAT SUCKER!
Get the word out! Whether it's by press release, advertising, email blasts, newsletters, radio spots...whatever you need to do to make sure that people notice your launch and want to be there. I always include something along the lines of "Limited space available so RSVP/purchase your ticket now!" so that the public know that if they want to get in they better let you know pronto. Even if its a free event and there is unlimited space, by asking people to RSVP you'll have a pretty good understanding of how many people to expect and whether or not your marketing dollars are working for you. It also provides you with an opportunity to follow up after the event with potential consumers by way of newsletters or offers as you will likely have their contact information.
GUESTBOOKS
Having a sign-in book, poster, etc. is a good way to get potential lead information. Again, this will provide you with an opportunity to follow-up with newsletters, special offers, etc in the future and also to get a sense of who attended.
GOODY BAGS
Sending your attendees off with a bag of goodies at the end of the night is always a plus. Pack that bag with a promotional flyer/postcard/magazine/business card or anything that features your product or service. Tangible items like logo key chains, coffee mugs, pens, etc. will not only get used but are perhaps the most productive way to keep your product/service on the minds of your attendees well after the event. If it's a product your launching, depending on they type of product, including a coupon towards the purchase/an online discount offer or even a sample of the product goes a long, long way. And who doesn't love swag?
Handing out goody bags at the END OF THE NIGHT is key. You don't want your guests to have to lug a bag around with them the entire evening. Also it weeds out the swag-drifters -- those who come for the free swag and then bail immediately after they get it. And again, it keeps the event and your product/service fresh in their minds even after they've left the event.
MAKE SURE YOUR EVENT IS FLAWLESS
Problems will arise. No event happens without a few hiccups. But the key is to ensure that only you know these hiccups occurred. Make sure you have a logistical plan in place -- ensure that you have a Plan B and a clear, concise timeline. Confirm details with all of your participating vendors. Hold a meeting with your vendors, event staff and partners prior to the event to ensure that everyone is on the same page. This will guarantee that even if problems do arise they can be dealt with quickly and efficiently and your guests will be none the wiser. There's nothing worse than a disorganized event, an event with lag times or an event where a problem occurs and it takes so long to deal with that problem that your guests notice that something is off.
Hire an event planner. Whether it is to fully plan the event for you or to just manage the day.
Event planners are skilled in designing events with both creativity and an objective perception. We are able to see the event from both the public eyes and yours. And we are skilled in managing the event so that it executes as it should.
Also, contrary to popular belief there are those of us in the industry that do offer day-of services wherein we can be hired to manage the event and all those involved for you. Those with a small staff or large, complicated events benefit from this type of service the most. And like full-planning, on the event day it also enables you and your staff to interact with those who have attended and to further promote your product or company verbally. By being able to interact with your guests -- whether they are the VP of a company, a reporter, a "celebrity" or the average consumer/public -- you are showing that their feedback and presence matters to you and customer service is just one of the many things you can deliver on.
Always remember the purpose of your launch. This is not a party. This is not a celebration. This is a prime marketing tool to draw the public's attention to your product or service. And so it should be treated with as much diligence and focus as any other form of marketing. Just like you would look over a print ad a hundred times, the same dedication should be given to your launch to ensure that you leave a lasting impression in the minds of your consumers and industry colleagues.
