Top 5 Mistakes to Avoid When Planning Your Next Brand Activation Event
- 02 Mar 2016
1. Get the Timing of the Launch All Wrong
One of the main mistakes that so many companies make is timing their product launches incorrectly. There are certain times of the year when it would be a huge error in judgement to launch a product for a number of reasons. Let’s imagine that you are launching a range of garden items, but you are doing so in November or December when no-one is spending time outside. Not only will you get little interest in your new product, but you will have spent a great deal of money on the launch for nothing. Timing is something to give serious consideration to.
2. Failing to Identify the Purpose of the Launch
Another huge mistake that many companies make is in failing to understand the purpose of the launch. Too many businesses think that they are simply trying to gain the biggest audience possible to increase brand exposure or product exposure, but this is all wrong! What you are looking for is a specific demographic within your target audience that is ready, willing and able to buy your new product or service. You are, after all, spending a great deal of money launching your new product or service so you want it to sell. Take the time and effort to identify a sub segment of your target audience that are looking to spend money NOW.
3. Choosing an Inappropriate Venue
In the property market, you have heard the cardinal rule ‘location, location, location.’ Well, the same holds true for product launch events. The venue you choose is vital to the success of your event, so choose it carefully. The where is just as important as the why and how, so take time to speak with an events management company like MGN Events and you will get help finding the venue that is ideally suited to your launch and easily accessible to those being invited.
4. Failing to Plan for a Memorable Experience
No one long remembers a boring event or if they do, it doesn’t bode well for the product you are launching or your brand either. Keep excitement levels high with such things as competitions, interaction, AV and lighting. Book entertainment that is quite popular within your target group and even offer tasty refreshments or a full course catered meal. They say the way to a man’s heart is through his stomach. The same holds true of buyers. No one is as complacent and satisfied as they are after a lovely dinner or a few rounds of cocktails. Keep this in mind for your next product launch event.
5. Dropping the Ball after the Event
Finally, you need to keep a solid list of attendee data such as email, phone numbers, etc., so that you can follow up in the days and weeks following the event. Some of those who attended may have purchased your product already, but others may not have gotten around to it yet. You can expect to grab a high percentage of those who are yet to make a purchase by following up after the event. Ask them what they felt the highlights were and what they enjoyed the most. Not only will this help to plan your next product launch event but will make that person feel like their voice matters. Both highly successful in closing present and future deals.
So there you have the top five mistakes to avoid when planning your next brand activation event. Keep them in mind and you will be amazed at just how sweet success can be.