Give your products the launch they deserve. Discover examples of product launch events from leading brands like Google, Moz, Magento, and more.
A new product on the way? Congratulations, this is an exciting time for your company. All your hard work is about to pay off — that is if you handle the launch correctly. You do have a launch plan, right?
One of the most successful ways to release a new product is through an event. Don’t worry, product launch events don’t have to be scary. They just take a bit of strategic planning.
In this blog post, we’ll look at 10 examples of product launch events and explain why they could be effective for your company.
What Is a Product Launch Event?
Simply put, a product launch is when a company brings a new product to the market. It’s the exact moment when a new product offering is made available to the public for the first time.
A successful product launch starts well before the actual release date, and the effects of one will be felt long afterwards. It will build anticipation, facilitate an initial influx of sales, and establish momentum that a company can expand upon.
As we mentioned, one of the best ways to launch a new product is through an event. Some of the largest companies in the world have been doing it for years. You can do it too.
In the next section, we’ll reference 10 events and the specific elements that have made them so successful. Take notes. These product launch ideas and user conference tips will help your company host an amazing event.
10 Powerful Product Launch Event Ideas
The following company events have been carefully selected. Some are traditional product launch events. Others are user conferences with a product launch element. Each one has been extremely successful and there’s a lot to learn from them. Let’s dive in.
1. Build Anticipation – Apple Worldwide Developers Conference
We’ll start with the biggest company in the world: Apple. What can we learn from their conferences and events? A lot, actually. Take their latest event, the Worldwide Developers Conference, held at the Brooklyn Academy of Music in New York City in 2018.
Before the conference took place, nobody (outside of Apple, of course) knew exactly what would be announced. This is typical for all Apple events and is a great example of building anticipation. Both the media and the general public go crazy speculating what the tech giant has up its sleeve.
This tactic works because Apple has such a long history of satisfying customers. They’ve earned the right to be mysterious and build anticipation. What about your company? You may not work for the largest brand in the universe, but hopefully, your customers are enthusiastic about your brand.
- Create a Specific Atmosphere – Pulse by Gainsight
Pulse is one of the “biggest Customer Success learning and networking conferences in the world.” That’s quite a claim, but Gainsight backs it up, year after year. How do they do it?
One of the most ingenious elements of the event is the atmosphere that the organizers of Pulse create for attendees.
Pulse is a ton of fun. Sure, the best minds in their respective field share invaluable insights and there’s a lot of knowledge to be gleaned. But the conference doesn’t feel like work. It’s a retreat, a break from everyday life. Case in point: the legendary afterparties Gainsight hosts.
How can your company create an intriguing atmosphere for your product launch? Answer that question, and your event will be well on its way to success.
3. Add Exclusivity – Eureka! By Sisense
How do you make a conference about mundane topics, like business analytics and complex data, sound exciting? Do what Sisense does and make it exclusive. Attendance to Eureka! is invite only.
Growing up, were you ever not invited to a friend’s birthday party? For whatever reason, everyone else got an invitation except for you. Remember how badly you wanted to go? On the flip side, being one of only a few people invited to a special event is something to be cherished.
Why? Because exclusivity can be a strong driver of awareness and attendance for events.
How can you add an exclusive element to your product launch event? Maybe you only invite your best customers. Perhaps you invite anyone willing to buy a ticket, but reserve a special lounge area for honored guests. There are many options to explore.
4. Find the Difference – MozCon
Moz is synonymous with marketing expertise. It’s no surprise that MozCon is consistently one of the top rated marketing conferences of the year. What’s their secret sauce?
Besides being incredibly knowledgeable and generous with that knowledge, Moz has a distinct style all their own. From co-founder Rand Fishkin’s legendary Whiteboard Friday segments to the company’s mascot, Roger the friendly robot, Moz is totally unique.
What makes your company different? Are there any fun quirks you can promote? Doing so will help your product launch event stand out and endear your brand to its customers.
5. Partner Up – The Growth Acceleration Summit by ZoomInfo
Sometimes the best way to get people to your event is to partner with a few amazing speakers. ZoomInfo has really taken this idea to heart and it’s one of the main reasons people love their Growth Acceleration Summit.
The speakers at their 2018 conference included Magic Johnson, Grant Cardone, Neil Patel, and more. Who can your company partner with for its product launch event? Even if you don’t have the funds for an “A-Lister” like the ones we’ve just mentioned, you can still use this tactic.
Perhaps there’s a local expert you can partner with. Maybe one of your employees has a dynamite approach to a specific problem that he or she would like to share. Get creative! We’re sure you’ll think of something.
- Host from a Unique Venue – Imagine by Magento
Geared towards the e-commerce industry, Imagine has been inspiring attendees for the past nine years. It offers amazing learning and networking opportunities, while simultaneously promoting the Magento product.
This event has one special aspect we haven’t mentioned: it’s held at the award-winning Wynn Resort in Las Vegas, Nevada.
Event-goers learn how to grow their careers and companies while staying in five stars, luxury accommodations, with access to all the other experiences Vegas has to offer. When planning your product launch event, consider hosting it in a unique venue.
7. Know Your Audience – Ramp by InsightSquared
InsightSquared offers revenue intelligence software for marketing teams. Its yearly conference, RAMP, excels because it’s highly targeted. The event marketing team knows exactly who their target market is (revenue operations professionals) and caters directly to that demographic.
Who does your company serve? When launching a new product, don’t make your event everything to everybody. Cater to your unique audience and serve them to the best of your ability.
8. Personalize the Attendee Experience – HR Redefined by Namely
Every attendee received a customized nameplate from a Brooklyn-based design firm, Dirty Bandits, that specializes in typography.
In the grand scheme of event planning, small details like this may seem trivial and unnecessary. After all, event-goers are coming to learn and network, not for the free gifts they’ll receive. But this bit of personalization really goes a long way.
How can your company personalize the attendee experience at your product launch event?
9. Create a Branded Hashtag – Dreamforce by Salesforce
Dreamforce is a massive annual event, boasting over 2,000 sessions on a range of different topics. How was Salesforce able to grow this conference to such a large scale? One of the keys to their success is their strategic use of social media.
Event organizers do a fantastic job using hashtags to create a large collection of attendee-generated media and comments. Something as simple as the hashtag “#DF18” can go viral if every event-goer is encouraged to use it.
Your product launch event can use social media in strategic ways, too. Consider creating a branded hashtag to help drum up excitement both before and during the event.
10. Amplify Your Message – The “Made By Google” Event
On October 9th, 2018, Google hosted a product launch event named “Made by Google” in New York City. At the gathering, they announced their new line of devices. In order to build awareness and anticipation for their big announcements, Google contacted many of the major media outlets.
While your company may not have the same clout as Google, there are plenty of blogs, newspapers, and the like that would be willing to write about your product launch event. Email a bunch of them with the details and help spread the word.
Key Takeaways for Your Next Product Launch Event
That’s it, 10 product launch event ideas you can use to improve your next launch. Let’s quickly recap the key takeaways:
- Build up anticipation before your event. Exclusivity, well-timed press releases, and competitions can help build buzz.
- Create an intriguing atmosphere. Your event brand is what people will think of when they think of your product launch event. The venue, the speakers, and the design will all contribute to the wow-power of your event.
- Know your target market. Whether your company is B2B or B2C will influence the tone of your event and the ways in which you personalize the attendee experience.
- Personalize the attendee experience. Through event technology, hands-on sessions, and one-on-one access to product experts, product launch events have the potential to create a meaningful experience for attendees.
Obviously, you won’t be able to use every single one of these tips. The good news is, you don’t have to. Even just a few of these tactics can improve your event. Choose a product launch strategy that works best for your company, and go for it!
When putting together a product launch event, it helps to have the right technology on your side. Contact Wizard Studios to help you create and produce a magical event that your clients will remember for a lifetime.