🚀 The Event Playbook: Proven strategies to level up your next event!

🚀 The Event Playbook:
Proven strategies to level up your next event!

A group of people engaging in product launch activities at a table.

The Art of Product Launch: Activities & Event Strategy

Launching a new product can be an exhilarating yet daunting experience. With careful planning and strategic execution, your product launch can garner immense buzz, drive early sales, and set your product up for long-term success.

The product launch process involves numerous pre-launch, launch day, and post-launch activities designed to maximize awareness, generate interest, drive product trials, and facilitate quick adoption

By coordinating marketing, sales, operations, and other key teams, you can orchestrate a memorable product launch that captures your audience’s attention.

This guide will walk you through the key phases and activities involved in planning a winning product launch

We’ll cover pre-launch, launch day, and post-launch best practices, with examples of proven launch event ideas, promotions, and partnerships. 

With an integrated strategic approach, your brand can confidently unveil an innovative product and accelerate growth.

Defining Goals and Messaging

The first step is to clearly define the launch event goals and messaging. 

What is the purpose of the event beyond a flashy product reveal? 

Set quantifiable objectives such as target sales volume, number of pre-orders, signups or activations, media mentions, and more. 

Establishing measurable goals informs tactics across all event elements from the venue selection and presentation format to promotional campaigns.

It’s also vital to craft compelling messaging and narratives around the product launch. 

What unique value does the product provide? Why will it resonate with your target audience

Develop intriguing hooks and talking points to pique interest. Devise catchy slogans to summarize the product’s positioning and memorably convey its benefits.

Keep messaging focused around key brand pillars and product capabilities most likely to spur adoption.

Blueprinting Unforgettable Events

When designing product launch events, focus on creating an immersive experience centered around theatrical product unveilings and hands-on demos.

Consider these event format tips:

  • Recruit engaging speakers: Handpick articulate evangelists like founders, developers and users who can convey product benefits enthusiastically.
  • Choreograph Steve Jobs-style walk-and-talks: Stage lively product demos as opposed to static slides to showcase key features interactively.
  • Produce compelling videos: Develop polished, emotionally charged videos to introduce the product in storytelling fashion.
  • Stage social media worthy moments: Incorporate opportunities for attendees to capture Instagrammable moments with vibrant brand displays.
  • Showcase through multi-sensory experiences: Let guests touch, hear and interact with products via immersive exhibits for visceral engagement.
  • Cater to hands-on usage: Include hands-on demonstration stations, test drives or simulations to convert impressions into first-hand adoption.
  • Facilitate meaningful networking: Curate networking opportunities between influencers, partners and users to organically spread the word.
  • Leverage giveaways and swag: Offer branded freebies, discounts and exclusive merchandise to cultivate affinity.
  • Keep events exclusive: Maintain an elite aura by making events invitation-only and limiting press access. Scarcity adds to perceived value.

Pre-Launch Activities

The pre-launch phase is critical for laying the groundwork for a momentous unveiling.

During this stage, cross-functional planning and preparation will enable a smooth launch rollout. 

Key pre-launch activities include:

Market Research

Conducting in-depth market research helps assess consumer needs, product fit, optimal pricing, competitive landscapes, and market positioning. 

Surveys, focus groups, and customer interviews can provide valuable insights into customer preferences and buying criteria. 

Analyze your findings to refine product features, messaging, and go-to-market plans.

Competitive Analysis

Performing competitive analysis reveals competitor strengths and weaknesses, opportunities for differentiation, and insights into effective positioning. 

Benchmark competitor products, pricing, promotions, and market performance. 

Identify gaps you can fill and ensure your offering delivers meaningful advantages.

Target Audience Identification

Pinpointing your target buyer personas allows you to tailor product design, messaging, and launch plans to resonate with your audience. 

Detail target customer demographics, psychographics, pain points, and motivations. 

Align launch activities to captivate your ideal buyer profiles.

Product Positioning

Optimal positioning conveys your product’s unique value proposition and differentiation. 

Determine the precise market niche and customer needs your product addresses. 

Define your brand promise and create messaging that communicates your competitive edge.

Pricing Strategy

Set initial pricing considering factors such as costs, customer willingness to pay, competitive pricing, and profit goals. 

Launch promotions can generate buzz and trial, while long-term pricing should reflect your product’s value.

Price testing can help determine ideal price points.

Marketing Plan Development

A launch marketing plan maps out strategies for advertising, PR, events, partnerships, and channels. 

Outline launch campaign objectives, platforms, messaging, content, and timeline. Develop creatives, identify media outlets, and finalize budgets. 

Integrate online and offline tactics to maximize exposure.

Packaging Design

Your product’s packaging makes a vital first impression. 

Optimize package design and messaging to best convey your brand identity, product benefits, and differentiation at-shelf. 

Conduct testing to finalize shapes, materials, imagery, taglines, and designs.


Define and reinforce your brand identity through all launch communications and events.

Ensure visuals, tone, messaging, and experiences reflect your brand values and personality.

Deliver consistent branding across platforms for an immersive brand experience.

Advertising Campaign Creation

Design a launch ad campaign well in advance across purchased, owned, and earned channels. 

Concept compelling creative aligned with launch objectives and brand style. 

Identify and secure ad placements, partnerships, influencers, and PR opportunities to gain reach.

Sales Forecasting

Establishing educated sales forecasts enables you to plan inventory, manufacturing, distribution, staffing, and support to meet anticipated demand. 

Consider factors like market conditions, competitive forces, and internal assumptions when projecting launch sales.

Distribution Strategy

Determine the optimal launch distribution strategy based on brand image, product type, target audience, and maturity of distribution channels. 

Finalize retail, ecommerce, and direct sales channels and secure favorable positioning and shelf space.

Channel Selection

Identify the ideal sales and communication channels for your product and customer base, balancing cost, control and reach. 

Introduce your product across owned (e-commerce, retail), earned (PR, reviews), and paid (search, social, TV) channels.

Promotional Activities Planning

Drive launch buzz and trial with special promotions like giveaways, contests, free trials, coupons, and loyalty programs. 

Strategically offer discounts, samples, bundles, or premiums while stocks last to incentivize purchasing.

Public Relations Strategy

Amplify launch buzz with PR outreach. 

Craft pitches, press releases, and media kits. Identify relevant media outlets and influencers to share announcements and reviews. 

Generate organic visibility through interviews, exclusives, guest articles, and product seeding.

Social Media Strategy

Engage fans and influencers through social campaigns. 

Share teasers, announcements, visuals, and content to spark conversation. 

Incentivize user-generated content, reviews, unboxing videos, and shares to gain recommendations.

Website Development

Develop or revamp website copy, visuals, and features to spotlight the new product. 

Update navigation, graphics, product pages, and calls-to-action to educate and convert visitors. 

Optimize SEO to boost visibility.

Content Creation

Generate engaging launch content like blogs, guides, infographics, and videos to attract and inform target audiences. 

Share key product benefits, differentiators, and customer use cases. 

Distribute content across websites, social media, and influencer channels.

Event Planning

Launch events generate immense visibility. 

Plan experiences like unveiling ceremonies, press briefings, influencer parties, public activations, and trade show debuts. 

Orchestrate memorable live or virtual events to share the news.

Training and Education

Educate internal teams and external partners on the product value, specifications, selling points, and customer programs. 

Conduct sales, service, and retailer trainings so they can knowledgeably communicate your launch.

Sales Team Preparation

Ready sales teams to promote the product through launch briefings, roleplaying, objection handling, and competitor analysis. 

Arm them with launch collateral, pitches, and incentives to drive conversions.

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Launch Day Activities

Executing a flawless launch day requires extensive coordination across teams to maximize buzz and sales. 

Product Unveiling

Create theatrical unveilings to introduce the product in a momentous way. 

Stage public launch events, presentations, stunts, or experiences that uniquely reveal the product to audiences and media.

Press Release Distribution

Inform media about the launch by distributing press releases to targeted outlets. 

Summarize key details including product features, pricing, and availability to spur coverage.

Media Coverage

Proactively pitch your launch announcement and product to relevant broadcast, print, and online media. 

Secure product reviews, brand interviews, and news mentions to gain visibility.

Launch Event Execution

Flawlessly execute high-impact launch events by finalizing venues, equipment, staffing, schedules, and logistics. 

Closely oversee or live stream events to share the news.

Product Demonstrations

Showcase how your product delivers value through live or video demonstrations at launch events and in media. 

Highlight key features, use cases, and benefits through engaging displays.

Sales Team Support

Provide launch guidance, promotional materials, and brand talking points to sales teams. 

Have staff on hand to address questions, take orders, and fulfill customer requests.

Customer Support Setup

Scale customer service to respond to launch interest and orders. 

Extend call center hours, offer live chat, monitor social media, and develop FAQs to support customers.

Online Sales Platform Setup

Ensure ecommerce sites and sales platforms are ready for launch traffic. 

Set up payment processing, optimize speed, enable live support, and test order fulfillment workflows.

Inventory Management

Manage supply chain and inventory to avoid stock-outs or delays during launch. 

Have additional stock on hand and closely track incoming orders and fulfillment capacity.

Order Fulfillment

Expedite shipping of launch orders to meet customer expectations and avoid lags between purchase and delivery. 

Add staff or shifts to pick, pack, and ship a high volume of orders.

Customer Feedback Collection

Solicit launch reactions and reviews through surveys, social media, and conversations.

Closely monitor commentary to surface product feedback, gaps, and areas for refinement.

Post-Launch Activities

Post-launch activities maximize product traction by reinforcing messaging, optimizing campaigns, providing support, and gathering insights to guide continual improvement.

Sales Monitoring and Analysis

Closely track sales metrics like volume, conversions, channel performance, and buyer demographics. Analyze results by market, campaigns, and customer segments to discern what’s working.

Customer Satisfaction Evaluation

Survey customers on product performance, experience, and satisfaction. 

Identify pain points, opportunities, or service gaps you can address to boost satisfaction.

Arm them with launch collateral, pitches, and incentives to drive conversions.

Product Improvement and Updates

Use customer feedback to develop product enhancements, added features, or updates that solve usability issues or meet unmet needs. 

Release iterative product versions to boost retention.

Marketing Campaign Evaluation

Assess launch campaign results across media channels and tactics. 

Determine most and least effective elements to optimize future marketing expenditures and performance.

Customer Support and Troubleshooting

Provide stellar post-purchase support to resolve product issues, answer questions, and deliver white-glove service. 

Empower customers to fully utilize your product’s capabilities.

Expansion Planning

Leverage launch successes into expansion plans. 

Introduce the product into new geographies, retail channels, or customer segments. 

Develop line extensions to serve adjacent needs.

Market Expansion

Following a strong launch, expand your product’s availability into new regional or international markets. 

Adapt pricing, distribution, and messaging for each market.

Product Line Extension

Meet more customer needs and increase adoption by developing additional product models, sizes, or accessory offerings. 

Expand into complementary products or services.

Competitive Analysis

Track competitor reactions to your launch, such as pricing changes, new features, increased marketing spend, or promotions. 

Refine strategies to retain competitive advantage.

Continuous Improvement Initiatives

Use customer insights to continually enhance your product’s value, experience, and differentiators. 

Rapidly release upgrades and new iterations to exceed expectations.

Customer Retention Strategies

Build loyalty programs, communities, content, and special offers to continually engage and reward customers. 

Retain customers with VIP access, subscriptions, and incentives.

Loyalty Programs

Offer membership programs with tiered rewards, discounts, early access to sales, and free products to recognize and retain high-value customer segments.

Partnerships and Collaborations

Pursue co-marketing, channel partnerships, integrated technologies, or other strategic collaborations to extend your product’s reach and capabilities.

Feedback Incorporation

Continuously collect and analyze customer, prospect, channel, and employee feedback.

Rapidly implement suggested improvements to optimize satisfaction and performance.

Market Research for Future Products

Continue researching consumer needs, pain points, and purchase criteria. 

Identify opportunities to innovate improved or complementary products to develop.

Final Thoughts

Orchestrating a memorable product launch involves extensive planning, cross-functional coordination, and strategic execution of pre-launch, launch day, and post-launch activities.

Orchestrating a memorable product launch involves extensive planning, cross-functional coordination, and strategic execution of pre-launch, launch day, and post-launch activities.

By laying the groundwork through market research, branding, campaign development, and channel partnerships, you can generate immense buzz when launch day arrives. 

Event activations, demonstrations, media outreach and sales support enable you to make a splash on launch.

Tracking performance, gathering feedback, expanding to new markets and optimizing campaigns post-launch are vital for cementing your product’s positioning and accelerating adoption. 

With this integrated strategic approach, your product can capture attention, generate trials and facilitate quick uptake upon its debut.

However, launching hastily without thorough planning risks falling short. 

Avoid common pitfalls like launching before the product or supply chain is ready, failing to educate sales teams, or announcing too far ahead of availability. 

Rushing to market without optimizing packaging, messaging, pricing, or customer experience also erodes its reception.

By diligently orchestrating your launch activities to put the product’s best foot forward, you can exceed expectations rather than underwhelm. 

Some of the keys to launch success include:

Coordinating Cross-Functionally

Ensure marketing, sales, operations, finance, and other teams are aligned on launch plans, timelines and strategies. 

Establish clear ownership across all activities.

Planning Meticulously

Map out detailed launch plans encompassing all pre-launch, launch day and post-launch activities. 

Develop contingencies and account for uncertainties as the date nears.

Executing Flawlessly

Verify launch readiness across all facets and partners. 

Flawlessly unveil the product by confirming every launch activity, event, or promotion goes off without issues.

Captivating Your Audience

Make launch activations unforgettable through creative venues, demonstrations, stunts or experiences. 

Craft messaging and events tailored to resonate with target buyer mentalities.

Monitoring Closely

Closely track launch KPIs like sales, product feedback, media coverage, and customer engagement. 

Analyze results to continually refine strategies and optimize performance.

By applying these best practices, your brand can confidently develop, market and unveil an innovative new offering poised to exceed expectations. 

Use your launch as a springboard to establish a strong market position, fuel growth, and delight customers for the long term.

With strategic coordination of pre-launch, launch day, and post-launch activities, your product can make a spectacular market debut primed for success.


What are the key phases of product launch planning?

The main phases are pre-launch, launch day, and post-launch. 

Pre-launch involves activities like market research, branding, campaign creation, and event planning. 

Launch day focuses on unveilings, press outreach, events, and sales support. Post-launch centers on performance analysis, expansion, and optimizations.

How can you generate buzz for a product launch?

The main phases are pre-launch, launch day, and post-launch. 

Pre-launch involves activities like market research, branding, campaign creation, and event planning. 

Launch day focuses on unveilings, press outreach, events, and sales support. Post-launch centers on performance analysis, expansion, and optimizations.

What should you avoid when launching a product?

Avoid launching before full launch readiness, failing to educate sales teams, announcing too early without availability, inadequate packaging/messaging, suboptimal pricing, and rushing to market without refining the customer experience.

What are some examples of launch events?

Impactful launch events can include unveiling ceremonies, press/influencer briefings, activation stunts, customer parties, pop-up experiences, trade show reveals, and virtual product demos.

How can you make product launches memorable?

Using immersive formats, hands-on demos, multi-sensory exhibits, social media moments, exclusive access, and surprises helps make launches experiential, engaging, and unforgettable.

Ignite Interest in Your Product Launch with Our Proven Expertise

Imagine the buzz and traction you could generate with a strategic launch plan tailored to your brand. 

Don’t leave potential sales on the table with a lackluster rollout. 

Entrust your launch to the capable hands of We & Goliath instead. 

For over 20 years, our creative experts have helped brands worldwide orchestrate showstopping product reveals primed for viral attention. 

Let us combine smart strategy, stunning visuals and innovative events to unveil your latest innovation with maximum impact. 

Schedule a FREE strategy session and unlock our proven formula for new product launches that spark viral buzz. 

With our guidance, your product can make a smashing first impression that captures imaginations and ignites explosive interest. 

Let’s review your launch goals and map out a winning game plan together!

We & Goliath

We & Goliath is an award-winning, top 100 worldwide event agency known for increasing conference attendance by 7X and profits by 3X through beautifully designed virtual, hybrid, and in-person events. Since 1999, their team of innovative strategists and creative designers has worked with global enterprises, SMBs, non-profits, and other organizations to engage audiences and exceed expectations.

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