Product launch event ideas: what works on the day.

Start with what people should do

Decide the one action first. The idea follows from it.

• Try it
• Buy it
• Sign up
• Share it

• Try it
• Buy it
• Sign up or share

Key pointDecide what people should do first. The idea follows from it.

Turn a store opening into an event

A queue outside on opening morning tells the whole street something is happening.

• Gifts for the first visitors
• Look after the queue
• A reason to come in

Bring an online brand into the real world

For a brand people only know from a screen, a pop-up lets them touch, try and buy.

• Every floor staffed
• Give each area a role
• Walk the layout first

Launch inside a retailer

A new brand can launch through a retailer whose shoppers it wants to reach.

• A brand space in store
• Show the routine
• Add a social moment

Let people taste it on launch day

For food and drink, the quickest launch idea is the product itself.

• Go where the people are
• Sample at the moment of need
• Pair it with a next step

Staff the idea, not just the space

An idea only works if the people running it can explain the product and keep the energy up.

• Brand ambassadors
• Costume characters
• Team leader

• Ambassadors for the conversation
• Characters for attention
• Brief before day one