Product launches are exciting, there’s no denying that. Whether it’s new software, a new car, a must-have gadget/tool, a service, or even a breakthrough medical device, the Product Launch event is the moment your team and/or customers have been waiting for. But organizing a product launch event that stands out? Hey, that’s where things can get a little tricky.

The key to a successful launch event is knowing your audience. A product launch for your internal team requires a different vibe than one for the public. You’ll want to deliver the right message in the right way – so let’s jump into the difference between launching a product for your sales team vs. your customers.

The first people you’ll need to get excited about your product are the ones who will be selling it. Your sales team is crucial to the success of any product launch, and their event should focus on giving them all the tools they need to hit the ground running.

There’s no better way to get your team comfortable with the product than by letting them interact with it. This could be a live demo or, if it’s something more technical, a ‘hands-on’ session where they get to test out the features themselves. Make it fun, with a competition or incentive for the team that shows the best command of the product.

To reinforce key details, consider a dynamic product demo video – one that doesn’t just explain but captivates. Create a visually compelling showcase that brings the product to life, breaking down features in a way that’s easy to grasp and exciting to watch. Add customer testimonials, a creative story, or expert insights for credibility, and you’ve got a video that doubles as both a training tool and a long-term marketing asset.

For a truly impactful product launch video, having an event production partner with an in-house video team is a game-changer! They can seamlessly weave high-quality footage into the event, ensuring every moment feels polished, purposeful, and strategically designed to captivate your audience.

Why not keep the energy high with a bit of friendly competition? Introduce game elements like quizzes, challenges, or rewards for hitting certain targets. You can even tie in sales goals to make the sales team feel extra motivated. Maybe they’ll get an exclusive VIP prize for making the most sales in the first month after launch.

Here are a few ideas:

Live Trivia Challenge – Test attendees’ knowledge of the new product with a fast-paced quiz. Offer prizes for correct answers or the highest score at the end.

Sales Leaderboard – Track sales performance in real time, rewarding top performers with exclusive perks like a VIP experience, extra commission, or a luxury gift or trip.

Social Media Contest – Encourage attendees to post about the launch using a specific hashtag. The most creative or engaging post wins a special prize.

Product Demo Showdown – Have teams compete in a hands-on challenge using the product. Whether it’s assembling, using, or explaining the product, the best demo wins!

Invite a panel of experts – whether it’s your product developers, engineers, or key stakeholders – to answer any burning questions your team might have. This is their chance to dig deep and get the details on what they’ll be pitching to customers.

Here’s a fresh Idea! To spice things up, what about hosting a “Product Launch Olympics”? Create stations where salespeople rotate through various challenges, pitching the product to different customer personas, handling objections, or demonstrating features under time pressure. The winning team gets a trophy (or a branded gold medal) and bragging rights for the next quarter.

Now, onto the fun part – launching for your customers. This event is about creating an experience that’s both informative and memorable. You want to show them how your product is going to make their lives easier, better, or more exciting.

This isn’t a sales pitch, it’s really more of a show! Your customers want to see how your product fits into their world, so let them experience it firsthand. Got a tech product? Put it in their hands. Let them tinker, test, and see the magic for themselves. Launching a new app or software? A live walkthrough or an interactive deep dive can turn curiosity into instant buy-in.

And again, if you really want to turn heads, a powerful custom video is the way to go – especially if your event production partner creates and produces it along with input from your team. Think dynamic visuals, sharp storytelling, and a punchy, engaging flow that hooks your audience from the first frame. Your goal is to provide an experience they’ll remember.

Bring your product to life through creative presentations – think engaging visuals, videos, and even live demos. Consider having your team act out scenarios or use storytelling to show how your product works in real-world situations. And if you’re using PowerPoint, ask yourself – how can you make it not feel – well, so PowerPointy?

Bring in real-world voices. Customer testimonials, especially from those who’ve used your product before it’s officially launched, can create authenticity. Also, why not pair that with a few industry influencers or industry partners who can give your product some of that extra street cred?

Create areas where customers can interact with the product. Have product specialists there to guide them, answer questions, and share tips. This could be an interactive station, a live-use case demonstration, or even a tech bar where customers can ask questions and get immediate feedback.

Don’t just send your customers home with swag, give them an experience to remember! Think VIP access to exclusive product features, a behind-the-scenes look at how it was developed, or even a post-launch series of webinars, creative and informative videos and follow-ups to help them get the most out of their new purchase.

Medical Device Launch Example: A Different Kind of Event

Let’s take a quick detour and look at an example of a medical device launch. The same principles apply – you want it to be educating and engaging, but with a few tweaks to ensure the event resonates with a more technical and highly regulated audience.

For example, if you’re launching a new diagnostic tool, you’d want to highlight how it improves patient outcomes. For the sales team, this means focusing on the device’s technical features, its unique selling points, and addressing any concerns around regulatory compliance. For customers – such as healthcare providers – you’d focus on how it improves their daily practice or benefits the patient. Incorporate live demonstrations, patient stories, and case studies to show the device’s value in action. With medical products, the event needs to balance technical accuracy with emotional storytelling.

At the end of the day, a product launch is like a movie premiere – you want buzz, excitement, and zero flop potential. For your sales team, that means arming them with everything they need to sell it like it’s the next big blockbuster.

For customers, it’s more about creating an experience so immersive that they walk away feeling like VIPs at an exclusive event. So, ditch the snooze-fest presentations, turn up the energy, and make your launch one for the history books – or at least one that doesn’t fade into obscurity like a straight-to-streaming release.

Be bold, be fun, and be memorable!

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