The Art of Launching Products

– By Samarth Aggarwal

“First Impression is the last impression.” This age-old saying stands true for all the products and highlights the significance of Product Launch. Product launch is a process by which a company plans and coordinates efforts to debut a new product to the market. One of the key elements of a Product Launching Process is a product Launch Event, which is an event held by the company to introduce the product to the market. A product launch event creates buzz and hype around the product. It grabs the attention of the customers and creates an atmosphere of excitement for the product in the market. This is vital for driving the initial sales of the product. The role of a product launch is not only limited to the particular product but it also adds value to the brand image and reputation of the company. A grand Product Unveiling attracts media, investors, social media influencers and other external stakeholders, thereby increasing the brand awareness of the company as well.

Some of the key things to keep in mind while planning a Product Launch Event: First, understanding your audience. It is of utmost importance to understand who your target is, what they would expect at the launch and how you can provide them with a unique experience. Second, strategically scheduling the event and choosing the venue. Since the business does not take place in an isolated environment it is important to make sure that it does not clash with any other major event. For instance, if a company schedules a product launch event on Diwali in India, then the audience turnout would be relatively lower. Third, marketing the event by sending out invitations to industry experts, media and social media influencers. This plays a crucial role in the promotion of the event owing to the mass popularity of these personalities in their respective fields. Social media marketing like the use of hashtags can also play a key role in creating a buzz for the event.

The success of a Product Launch event is essentially dependent on the Product Presentation and the success of the presentation is judged not only on the basis of the knowledge one transmits but also on the basis of the message received by the audience. The presentation shall begin with a strong opening statement to captivate the audience. It is crucial that the audience is kept in mind while designing the presentation to make it as relevant as possible. Additionally, the use of jargon shall be minimised and a story shall be woven to keep the audience engaged. Furthermore, it is of utmost importance to focus on the needs of the audience and what value the product adds to their life. A compelling closing remark leaves a lasting impact on the audience making it memorable and also ensures that the key ideas resonate and linger in the minds of the listeners.

The launch of the iPod is one of the most celebrated ones of all time. It offers three key lessons to captivate the audience. First, Put data into context. Don’t just talk about what your product does or why it’s superior: show people a compelling picture of how it’s going to make their lives better; that’s what gets people excited. Numbers hardly resonate with people which is why it is important to explain to the audience what those numbers actually mean. For example,  while explaining the storage capacity of the iPod, instead of just saying that the iPod has a storage of 5GB, Steve Jobs added that it is equivalent to storing 1000 songs. This way he made sure that the number actually meant something to the audience. Second, build suspense and surprise the audience. Building suspense keeps the audience captivated and hooked up to the presentation. This also makes the surprise element much more impactful. During the iPod presentation, Jobs introduced the world to the iPod by dramatically pulling the iPod from the pocket of his blue jeans with the tagline, “1000 songs in your pocket.” This made the unveiling a moment to remember. Third, take a break from the slides. It is essential to take a break from the slides otherwise the presentation becomes monotonous. People don’t want to be glued only to the slides during the entire presentation. It is important to engage with the audience. This could be done through asking questions from the audience or demonstrating the product. For example, after revealing the iPod, Jobs walked to the centre of the stage and used the IPod to draw the attention of the audience away from the slides. 

The art of launching products is a complicated one as it involves dealing with consumer behaviour. However, it plays a significant role in the success of any product as it introduces the world to the product. Understanding the audience, strategically scheduling the launch event, marketing the event and inviting industry experts, influencers and media are some of the important things to keep in mind while planning a Product Launch Event. Additionally, iconic product launch presentations can serve as a source of inspiration, providing valuable lessons to incorporate into your own presentation. To conclude, a meticulously planned product launch event sets the stage for product success and reinforces the company’s reputation.

Citations:

Gallo, C. (2022, June 30). Steve Jobs’ surprise iPhone reveal is still a presentation classic. Forbes. https://www.forbes.com/sites/carminegallo/2022/06/30/steve-jobs-surprise-iphone-reveal-is-still-a-presentation-classic/

Chapman, L. (2024, June 23). How to launch a product: Your complete guide. Product Marketing Alliance. https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/