< Back< Work
Next >
Robot-act tijdens openingsshow van een innovatief bedrijfsevenement

Organising a product launch: how to make your launch a moment people remember

A product launch is the moment your new product or service comes to life. And that moment deserves more than a press release and a LinkedIn post. It deserves an experience.

A live launch creates what digital communication cannot: emotion, energy and a shared experience. It turns an announcement into a moment people remember. Spectators become ambassadors.

The best product launches combine substance with spectacle. They tell the story behind the product and let guests experience it for themselves. And they create a buzz that reaches beyond the room.

The concept: translate your product into an experience

The concept of your launch must put the product centre stage. Not as an object on a pedestal, but as an experience that lands with guests.

Think about the core message. What makes this product special, what problem does it solve and what emotion does it evoke? The answer shapes the concept.

At Live Impact we translate product stories into experiences. A technology product calls for a different approach from a lifestyle product. A B2B launch calls for a different tone from a consumer launch. But the rule is constant: the product is the star, the event is the stage.

The unveiling: the high point of the evening

The unveiling moment is the heart of your launch. Build suspense towards the unveiling. Use teasing, visual effects, music and lighting to charge the moment.

The unveiling itself can take many forms: a physical unveiling with a cloth or screen, a visual unveiling via LED walls or a live demonstration by the CEO or product manager. An interactive unveiling where guests discover the product themselves also works strongly.

After the unveiling: give guests the chance to experience the product themselves. Practical demos, test moments and personal guidance make the difference.

Audience and guests

Who do you invite to your product launch? The guest list determines the success. Think of press and media for reach, influencers and ambassadors for buzz, important customers and prospects for conversion, internal stakeholders and employees for support, and partners and suppliers for the relationship.

Tailor the programme to the audience. Press want news value and visuals. Customers want to experience the product. Employees want to feel pride. Make sure everyone gets what they need.

Consider a limited guest list. Exclusivity raises the value of the invitation and gives those who are not there the sense of missing out.

Media attention and social media buzz

A product launch is only a success when the story reaches beyond the room. Think ahead about how you generate media attention and social media buzz.

Create photogenic moments guests want to share. Provide a dedicated hashtag and social media wall. Offer the press exclusive interviews and visuals. Produce professional photos and videos for your own channels. And consider a livestream for those who cannot be there.

Timing matters. Do not schedule the launch on a Friday afternoon and ideally early in the week so the media have room for coverage.

Budget: what does a product launch cost?

A product presentation or launch costs approximately €250 to €350+ per person ex. VAT for 250 to 500 guests. For 500 to 1,000 guests, expect approximately €225 to €325+ per person. For 1,000 to 2,000 guests, approximately €200 to €300+ per person. For more than 2,000 guests, approximately €150 to €200+ per person. All amounts exclusive of VAT, including venue, catering, entertainment and production.

A product presentation is production-intensive: branding, AV, demonstration zones and press take up a large part of the budget.

Ready to launch your product?

A product launch is a one-off moment. It has to be right. At Live Impact we help organisations make a launch into an unforgettable moment. A moment that creates buzz and puts your product on the map.

Get in touch for a no-obligation chat at 085 401 40 14 or hello@live-impact.nl, or send a brief via live-impact.nl/briefing. Seriously fun.

Also read

• Event marketing: why a live event makes your message resonate more strongly

• Kick-off program: how to build a day that sticks

• Teambuilding activities: 20 ideas that really work

Frequently asked questions

Can Live Impact handle our brand activation?

Yes, if your challenge fits the way we work. We devise concept-driven activations that start with the story of your brand, not with a standard format. Think of projects like the Gala van de Vrouwenkwaaltjes (healthcare), Villa Vitalis (social) or the Mega Brugprojectie (brand promotion).

Looking for a hostess for next week? Then a sampling agency is a better fit. Looking for an activation that people still remember a week later? Then send us a brief. We respond within two working days and are honest about what does and doesn't suit us.

Want to know more about a brand activation agency? Read our full article →

How do you choose a brand activation agency?

Ask every agency three questions.

One: do you start with the brand or with the format? An agency that comes straight in with tents, hosts or sampling plans works from a different starting point. That's different from an agency that first wants to know why someone should notice anything about you.

Two: which cases do you show that don't look alike? Three identical tent setups gives away that the format is their answer.

Three: who's at the table in the concept phase? If that's only an account manager and not a maker, you're usually deciding on the wrong question.

Want to know more about brand activation agencies? Read our full article →

What is the difference between a brand activation agency and a sampling agency?

A sampling agency hands out products in public space. The goal is reach and product-in-hand: hostess, tent, sample pack, repetition.

A concept-driven brand activation agency like Live Impact devises activations in which the brand becomes an experience. An experience people remember, even without a product in their hands. Both are legitimate for different questions.

Do you have a product people need to taste? Choose a sampling agency. Do you have a story, a standpoint or a positioning that people need to notice? Choose a brand activation agency that starts with the brand, not with the format.

Want to know more about a brand activation agency? Read our full article →

What is the difference between a brand activation agency and an events agency?

An events agency devises and produces events: a conference, a staff party, a customer day. The main question is how to create a successful gathering with an audience you already know.

A brand activation agency works the other way round. Here the main question is: how do you reach an audience you can't get into a room? You find them in their place, in their moment. An activation more often takes place in public space. It can be an unexpected occurrence or a place where people already are. The overlap is in production. The difference is in the question you ask at the start.

Want to know more about a brand activation agency? Read our full article →

What does a brand activation agency cost?

A serious brand activation with concept, production and reach costs between €25,000 and €250,000. A small activation in one city for a day starts around €25,000. A national activation with media attention, multiple moments and on-site production runs towards €150,000 to €250,000.

The biggest cost items are production, creative talent and choice of moment, not handing out flyers. Also expect eight to fourteen weeks of preparation for an average concept. More complex is sixteen to twenty weeks. Whoever calls three weeks in advance gets a sampling. Not an activation.

Want to know more about a brand activation agency? Read our full article →

Inspired
Moved?

Thank you!
Oops! Something went wrong while submitting the form.