Event management of product launches is essential components of the marketing mix of large companies. When Nintendo launches its latest game console or Pepsi announces a new type of soft drink, the companies hold product launches. These launches give the public and the media a chance to hear everything about the product before any negative reviews are given.
The task of putting together these product launch events could fall to a company employee who organizes meetings or an outside company. Product launch events have several purposes
Why are Product Launch Events important?
To introduce the product to investors and other partners. Often new products are launched at the annual shareholder meetings. This gives the shareholders a chance to see and perhaps even test the product before it is introduced to the general public. However, if the product is huge the company may want to create a huge event and the shareholder may find out the same time as the media and the company’s customers.
To introduce the product to the old and new customers. Sometimes this is not a formal event. For example, a company announcing a new soft drink may set up a booth at a major sporting event or large fair. These events require just as much planning as setting up a major event at convention hall. Space has to be reserved, displays have to be set up and staff has to be hired.
To introduce the product to the media. Depending on the size of the company and the product, this could be in the form of a press conference. But many companies choose to have one big event and invite the media as well. Planning a product launch where the media is invited is a bit of extra work. You must make sure there is room for photographers—both still photographers and videographers. And they must have an excellent view so that they can capture the action. You should make sure to prepare a “press kit“ that will contain the information about the product and the company.
