When launching a new product or service you want everyone to know about it, right?! There are so many messages, new products all pitching for exposure it may be hard to be heard out there.
To create a ’bang’ is just that - touching the people who will buy the product or service. Launch events, well any event really, are a gathering of people who are already interested in what they are attending - which makes them a captive audience! Use this wisely, you wouldn’t attend an event you had no interest in, so they are likely to buy your product/service, they might be looking for more information, or indeed a reason not to buy.
So, create consistent messages that all employee’s & marketing material give out, you are the face(s) of the product/service become the product/brand/service at the event. If its a youthful product, then be youthful – no stuffed shirts & aged board members, if its a professional service, then be professional, get the suits out, if its a electrical product, then make sure there are enough sample areas and talk gadets with people, see where I am going with this…
Give demonstrations, have your audience interacting with the product, sample it. The more a person can find out information and experience something for them selves the more they will convince themselves of its necessity in their lives. And also talk about it after the event to other potential customers…
So you can create a literal ‘big bang’ at the launch by spending lots of money on special effects, high profile venues and free drink, but really what you need is to spend the money on getting the right people to your event! After all you have probably invested time, money and resource in getting your product ready for market, don’t waste it on irrelevant people/ hangers on!
Where is your audience going to be found? B2B launches oftern take place at exhibitions and conferences – go a little further than just booking a stand, could you run a seminar to put your self as a figure of authority? Host a special event there, which is promoted through the exhibition organisers “12pm dancing cars to launch robotic systems new…” – its a one off show that gets people to your stand and to understand your product and they will talk about it well after the exhibition doors are closed. Create a BUZZ!
Also remember where they are, if your golden invite list are in Leicester, don’t launch in London because it seems ‘cooler’ – they wont travel just for you, unfortunately.
Make your audience feel if they are not at your launch then they are really missing out! What are the real benefits of them coming.
Use PR, but spend the time priming the media about your product – talk to them don’t just send a press release out under embargo, do you know how many they receive daily! Get them to buy into your product, give them a sample, if its the right media they will take your product directly to your audience.
Budgets - Think about how much a new client is worth in your business lifetime? How much money would you pay to get that new client? 20% of their lifetime spend with you? 50% maybe. Well at your launch you are doing just that.
The Big Bang product launch theory is all about getting the right audience to your event, do that and your produce/service will certainly start life with a bang!
What are your unanswered business quesitons?
We are planning real business seminars for the autumn. So want to know what your unanswered questions in business are? What knowledge do you think you are lacking in at present? Drop some comments here. We are designing this programme to be user lead, South Wales SME’s will dictate the event topics (its going to be very exciting!) More to come, but for now please do engage, lets us know what knowledge you are thirsty for right now!
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