Tips for a Successful Launch Event 

Whether you’re launching a new company, initiative or product, planning an event to introduce it to the public, including existing or potential customers, takes a lot of time and effort. From the initial planning stages to the event coordination and execution, there’s a reason event planning is a booming business 

The keys to a successful launch event include a focused and strategic plan along with a trustworthy team that can deliver on time. If you’re gearing up to plan a launch event, consider the following tips: 

  • Understand your offering. This may seem like an obvious and simple first step, but it can make or break your launch event. Understanding every aspect of the company, initiative or product you’re introducing determines who will attend the launch event and how to cater to that specific audience. No one wants to host the next Fyre Festival, so make sure you have a firm understanding of what you’re selling, who will be interested and what attendees can expect to learn.  
  • Be mindful about logistics. Picking the date of your launch event will be one of the most important decisions you make. Double check your calendars to make sure there isn’t a competing event taking place on the same dayIf there’s an upcoming industry-related conference, consider hosting it at the same time and partnering with the conference to increase attendance. Make sure to choose a venue that’s easy to access and has plenty of space for attendees. If possible, choose a unique and memorable venue that will impress guests.  
  • Set clear objectives. Do you want this launch event to result in new leads and sales? Are you hoping to build strong brand recognition? With your goals and objectives clearly outlinedyou can more easily determine the most important details of the event, including how to structure it, who to invite, which speakers or visual aids to feature and more.  
  • Utilize different marketing tactics. Well before your event takes place, start building anticipation by creating promotional content for your social media channels and use a unique hashtag for the event. If it aligns with your audience, create a Facebook Event page or consider using a more formal and custom save the date with an electronic invitation, such as Paperless Post. Get people excited to attend by sharing key information leading up to the event through the use of e-newsletters.  
  • Invite the press. No matter the industry or location, reaching out to the press ahead of time can help you secure coverage leading up to, during and following the event. For instance, if you’re launching an app, you can engage with journalists, bloggers and other influencers who cover tech news and invite them to the event. 
  • Be prepared for anything. Even the most organized event planners know that unexpected challenges will arise as the event date nears. Although there’s no way to foresee the unexpected, you can be prepared with backup options. For example, if your event venue is outdoors, have a nearby indoor venue in mind as plan B. It’s always recommended to test any audiovisual elements in advance as well.  
  • Make it memorable. Don’t forget that you’re not just launching something new – you’re entertaining prospects, customers and industry colleaguesPersonalize the experience by delegating a portion of the event to networking or other engaging activities. Create an atmosphere that’s not only inviting but exciting. From inspirational keynote speakers to giveaways, there are many different ways to make your event one to remember. 

Once the event is over, your work hasn’t ended just yet. Don’t forget to follow up with attendees to keep them up to date on company news and upcoming projects. After all, once you’ve hosted one successful event, it’s time to plan for the next.  


Alex Weiss is a Senior Account Executive in Mulberry’s Chicago office and combines her creative writing background and B2B experience to bring client campaigns to life.