Product Launch Event

Start with the goal and the audience

A launch can aim at awareness, pipeline, customer adoption, partner buy-in or internal alignment, and the format follows from which. Write the goal and the one thing you want each person to do afterwards: sign up for a trial, book a demo, tell a colleague or place an order.

Then define the audience. A launch for customers is a different event from a launch for the press, even for the same product, and trying to serve both with one program serves neither well.

Product launch event formats

Choose by audience, budget and how much the product needs to be seen or touched.

A product launch countdown timeline

The product date is usually fixed, so work back from it. Move each item earlier if approvals take time in your organization.

A product launch run sheet to copy

This runs for about 90 minutes and works in the room or online. Adjust the times to the demo, and write exact cues into your run of show before the day.

PRODUCT LAUNCH RUN SHEET
Event: [Product name] launch   Date: [Date]   Start: [Time]   Venue or link: [..]
Host: [Name]   Presenter: [Name]   Demo: [Name]   Tech and stream: [Name]   Leads and follow-up: [Name]

BEFORE DOORS OPEN
T-3 hours  Venue or platform access; sound, screen and demo check.
T-90 min   Rehearse the demo end to end on the real equipment or stream.
T-60 min   Registration desk or waiting room ready; badges and lists checked.
T-30 min   Presenters in place; slides loaded; backup demo video ready.
T-15 min   Doors or waiting room open; music and a holding slide.

PROGRAM
0:00  Welcome from the host: who we are, what happens today, how to ask questions.
0:05  The problem: the situation your audience knows, in one story.
0:15  The reveal: the product in a sentence, and why it is different.
0:25  Live demo: the three things the product does best. Backup video ready.
0:45  Customer or partner voice [only if real and agreed], or a short Q&A.
0:55  Offer and next step: how to try, buy or book. One link, one action.
1:00  Open Q&A, with a moderator reading the best questions.
1:20  Close: thank-yous and where to find the recording and resources.
1:30  Networking or informal demos (in person) or session ends (online).

AFTER
Same day: Photos, video clips and social posts.
Next day: Thank-you email with recording, slides and the next step; lead list to sales.
This week: Survey; debrief meeting; first results against the goal.

Measuring a product launch event

Decide the measures before the event and tie them to the goal. Compare them with your own targets rather than outside figures.

Launch events on Eventdex

Eventdex covers the event side of a launch: registration, check-in, the agenda, the live program and the data afterwards. It does not run press relations, produce video or build the product demo. From its product pages:

• Registration and invitations

  Branded event registration pages and forms, with email campaigns for event communications to registered attendees.

  Event registration software

• In-person, virtual or hybrid

  Eventdex supports in-person, virtual and hybrid events, including live streaming for hybrid hosting.

  Hybrid event platform

• Check-in, badges and session attendance

  QR check-in and badges printed on demand, with attendance tracked as it happens.

  Onsite event management

• Live Q&A, polls and surveys

  Attendees can ask questions and answer polls during the launch, and surveys follow afterwards.

  Live event Q&A and polls

• Leads after the event

  The lead capture app collects contacts, which export in CSV for your CRM.

  Lead capture app