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Product Launch Event

Product Launch Event

Comprehensive plan for organizing a memorable product launch event

Events

Template Items (14)

  • Initial product launch event brainstorming

    +1 day after start

    #1

  • Define event goals and target audience

    +3 days after start

    #2

  • Select event date and venue

    +7 days after start

    #3

  • Create event budget

    +10 days after start

    #4

  • Develop event theme and messaging

    +14 days after start

    #5

  • Design invitation and promotional materials

    +21 days after start

    #6

  • Create guest list and send invitations

    +28 days after start

    #7

  • Plan product demonstration setup

    +35 days after start

    #8

  • Arrange catering and refreshments

    +42 days after start

    #9

  • Prepare press kits and media materials

    +49 days after start

    #10

  • Brief staff on roles and responsibilities

    +56 days after start

    #11

  • Conduct technical rehearsal

    +58 days after start

    #12

  • Event day coordination

    +60 days after start

    #13

  • Post-event follow-up with attendees

    +65 days after start

    #14

Using this template will create a new list with all the items shown above. You can rename the list, and optionally add due dates counted from a start date you choose.

Who this is for

14 tasks for the event side of a product launch — the venue, the demo, the guest list, the press, and the content you capture. It assumes the product exists and the question is how to put it in front of a room. For the broader campaign, use the Product Marketing Launch Plan.

The demo is the event

Everything else is staging. Whatever else goes wrong, people will judge the product by the few minutes they watch it work — so rehearse the demo more than feels necessary, on the actual hardware, on the actual network, with the actual accounts.

Have a recorded fallback ready to play. Live demos fail on conference wifi with a reliability that borders on the supernatural, and a smooth switch to video is barely noticed while a frozen screen is remembered for years.

Invite for the room you want, not the number

Fifty people who could buy, write about, or recommend the product beat three hundred who came for the drinks. Build the list deliberately: customers, prospects, press, partners, and the handful of people whose opinion travels.

Press need lead time and a reason. Send the story, the images, and the embargo details well before the date rather than expecting coverage from an invitation alone.

Capture everything

Photographs, video, quotes, the demo itself. The event lasts two hours; the content from it feeds your channels for months and reaches far more people than attended.

Timing

Turn on due dates and start six to eight weeks out. The press and venue tasks have the longest lead times and should be first to move.

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