Organising a product launch: how to make it memorable

You've developed a new product! It deserves a memorable launch celebration, doesn't it? You want more than an exhibition stand with a PowerPoint and a relaxed drinks reception afterwards: you want an interactive event that embodies your brand and brings your product to life. A day that leaves visitors able to explain exactly what makes the new product special, without you having to tell them. But how do you go beyond a product's features, rather than simply listing points that could just as easily have appeared in a PR briefing? Anyone organising a product launch faces precisely this challenge.

As an event producer at InnStyle, I regularly organise product launches and presentations, from car presentations to phone launches and all kinds of exhibition activations. Before this, I spent years working at an events agency, so I know this process from both sides: as the agency that has to develop the concept and as the venue that has to bring it to life. And the best thing about this type of event? There is almost always a creative idea behind it: a unique message, a new visual identity, a product feature you want people to experience. All these ideas offer starting points for going beyond a standard programme with a simple presentation and networking session.

In this article, I'll take you through how to structure a product launch, which tips really make a difference, how to use activities that suit the product, and how to deal with the weather if you also want to plan something outdoors.

Organising a product launch: how do you go from idea to reveal?

A product launch starts with the question of what this product's USP (unique selling point: what makes your product unique) is, and how to bring it to life. How you put this into practice at the venue comes next. For a sustainable product, for example, you could create a setting that evokes nature, rather than sticking with a bare event space: think of a jungle-like setting where the product really stands out and sparks reactions. With a car, it is often all about the reveal itself: the car is already in place in the room, but only becomes visible when a curtain drops at the moment you choose.

''You want to create a wow moment. That experience is what your guests will remember.''

The 4 steps that always apply

• Step 1: define the product's core message - what is the one feature visitors need to remember? Build the rest of the event around that.
• Step 2: decide who your audience is - are they buyers and dealers, influencers, or your own staff? This determines how much spectacle you need: for influencers, every corner needs to be Instagram-worthy, while for buyers, the focus is more on functional aspects and brand reputation.
• Step 3: plan activities and entertainment around the message, not the other way round - think in terms of moments that reinforce the product’s added value, rather than separate programme elements: what do you want people to experience? Be as creative as possible, and we’ll help you turn that into a practical programme with breaks and activities.
• Step 4: make your guest communications as well organised as the event itself - at a launch I attended, arrivals started at 12:00, but an hour later hardly anyone was there. Turnout for the barbecue later that day was also low, even though the programme itself was rock solid. The problem lay with the invitation and registration: they listed the wrong times – it may seem like a small mistake, but it leads to wasted money and food. Such a shame after all your hard work.

Don’t have a concrete plan yet? That’s not necessarily a problem: from our very first conversation, I’ll help you think through the technical setup, branding and activities, even if you haven’t (yet) brought in an event agency yourself.

Which 5 InnStyle tips will make your product launch memorable?

• Tip 1: make the unveiling an interactive moment - if a product is already on display when guests arrive, you miss out on the celebratory unveiling. Using a drop curtain, light show or streamers gives your product the spotlight it deserves. An exciting moment of surprise is more powerful than any feature.
• Tip 2: think about the small details - lockers in your brand colours, a welcome snack featuring your colours and logo, or a branded golf flag at the tee: a flag like that costs around €15, and a coloured sign at the bar around €50 to €60. A small impact on the overall budget, but with an immediate effect: as soon as a guest walks in, they know this is your event, not a generic venue where another brand will be tomorrow.
• Tip 3: use your side screens and lighting as part of the story - in the plenary spaces InnSpiratie and Aarde the side screens are already a permanent part of the presentation setup, so even with a modest budget, you can easily create extra impact with content and lighting.
• Tip 4: use surprise to make it memorable - at a launch I managed myself, we built an entire “living room” around a new vacuum cleaner model, with cat hair on the sofa, sand on the doormat and cupcake crumbs under the table that visitors could vacuum up themselves. A small budget, but an activation that people still remember years later. Something surprising or playful is what sets your product launch apart from a simple presentation.
• Tip 5: keep asking about what is possible - many clients don’t realise that, as a venue, we also help them think through the technical setup, branding and activities. So you don’t have to reinvent the wheel yourself: just ask me what we’ve done before at similar launches. Together, we’ll come up with a creative approach for your next event.

Which energisers and activities work indoors, and which work outdoors?

At a product launch, an activity works best when it is directly linked to your product's USP. That is the interaction visitors remember.

Indoors, you could set up demo stations in the foyer, where visitors can try the product themselves rather than just look at it. Launching a phone with a great camera? Turn it into a mini photo competition or come up with another game element. This kind of activation lets people experience the product, which is more memorable than a list of features in a PowerPoint presentation.

Outdoors, almost anything is possible at InnStyle: from a balloon arch at the entrance to decorations on the water or a light show on the lake. Large installations or styling an area on the terrace for a photo opportunity are also options, as long as the permit allows it. Bear in mind: a show that requires a lot of technical equipment is often more practical and cheaper indoors, where the technical facilities are already in place for you.

What are plan A and plan B if the weather does not cooperate?

For a product launch, it is best to hold the main reveal indoors, where the technical equipment, lighting and sound are already set up.

Keep the outdoor areas for supporting activities: extra decorations, a welcome reception on the terrace or a show on the water. Bear in mind that the local council sets limits on amplified sound outdoors (think of a marching drum band: that is allowed, but only for a few minutes at most). If you are unsure what is and is not allowed, please ask us: we know the rules and can guide you through them.

Ready to bring your product launch to life?

A memorable product launch does not just happen. It is about a clear message that runs through every detail, from the reveal to the food to the colour of the golf flag, and an invitation that makes sure your guests actually attend. That is the difference between a launch people still remember months later and one that fades into the background the very next day.

At InnStyle, I help you with this from our very first conversation, supported by our own technical partner and a venue with space both indoors and outdoors to put your product in the spotlight. Wondering what other costs you need to factor in? Read what a product launch costs too.

Would you like to talk through which space would suit your product best? Request a no-obligation proposal, or contact me to discuss all the possibilities.