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Firstly, a Brand launch is a process of introducing a new brand or product or service where none exists in the current market. Therefore, a successful brand launch is not easy. This is such a big step for any company. When you launch a brand, you are introducing a new image into the market. You are getting the news out about your value proposition. In addition, you are communicating how different your products, services or platforms are. Planning for such a launch event should be planned with military precision, with all the moving parts working together like a well-tuned orchestra.
There are several key essentials when planning a product launch event in Nairobi. In this article, we’ll share a beginner’s list of things you should consider for your next launch campaign.
- Market readiness
- Launch event type/mechanics
- Launch event venue
At MediaForce Communications, we are able to put together a product launch event package that suits your business for take-off.
1. Market-readiness: Is your product or service ready for launch?
This is the most difficult decision for any product development department of any company. For argument’s sake, no product is ever ‘really’ finished. In the best-case scenario, we usually go to market with the minimum viable product. Be it software, the next juice flavour, or a new brand of sliced, don’t wait to launch if you’ve achieved a minimum viable product. Before the launch, have a team do internal and external reviews. You do not want to have a semi-finished product.
2. Niche vs Mass products: How do you really want to launch your product?
Firstly, your product/service may be meant for the mass market, or for business applications. Therefore, you may need to plan out your launch in a more deliberate way. The type of product or service you’re launching dictates the type of event suitable to introduce your brand to the market.
For mass-market products or services, it is important to coordinate your brand launch event between Below the line (BTL) and Above the line (ATL) (Learn more here). You need to coordinate your launch event with media campaigns and promotional runs within your market segment.
For niche markets, you may need to properly understand the segmentation of your target market and plan your product launch from within those segments or focus groups. For such, a launch at a hotel or conference would be ideal.
Getting the perfect venue for your product launch
Finally, your launch event is only as good as the outlets you choose for your first points of contact with your audience, this could be an indoor product launch at a popular hotel, an on-site beverage launch at high-traffic revellers joint, or a digital service launch through a radio and TV advertising at prime time-slots.
For Physical Product launches, it is important to have the maximum visibility and engagement with your brand, product or service during the launch phase, because these then become your first testers and brand ambassadors
Are you on the way to launching the next popular product or service? At MediaForce Communications, we have a dedicated marketing team that is able to achieve visibility and market awareness for your brand. Get in touch with us today when you’re planning your next product or service launch. Find out more