Short answer: decide who the launch is for before anything else: journalists, trade partners, customers or your own staff. That one choice decides the date, the venue, the format and what counts as success. Then build the event around a single reveal moment, have your media materials ready before the day, and rehearse the product demo until it’s boring.
Start with the audience
| Audience | Typical format | What they need from you | How you’ll know it worked |
|---|---|---|---|
| Media | Press conference or media preview | A clear story, a spokesperson, a photo moment, a press kit, price and availability | Coverage, and whether it got the facts right |
| Trade and partners | Presentation with hands-on stations | Pricing, margins, stock dates, sales support | Orders, leads and follow-up meetings |
| Customers or the public | Pop-up, roadshow or experiential event | A reason to stop, a chance to try it, a way to buy or sign up | Sign-ups, sales, footfall |
| Staff | Internal launch or town hall | What it is, who it’s for, how to sell or support it | Questions answered, teams ready |
Trying to serve all four at one event usually serves none of them well. If you need more than one, consider a short media session followed by a separate trade or customer event.
Pick the date carefully
- Avoid public holidays, school holidays if your audience is families, and big industry events that will pull your guests or journalists elsewhere.
- Weekday mornings are common for media launches, because journalists can file the story the same day.
- Leave enough time after the date is fixed for stock, demo units and any regulatory approvals to arrive. A launch without product in the room is a weak launch.
Venue and the reveal
Choose the venue for sightlines and power, not only looks. Everyone should be able to see the product at the reveal, and the demo stations need power, space and good light.
- One reveal moment. Plan lighting, sound, screen content and who says what in the thirty seconds around the reveal. It’s the moment the photos and videos will come from.
- Keep the product the star. Décor and entertainment should point at the product, not compete with it.
- Plan for a failed demo. Have a recorded video of the demo ready to play, and a spare unit.
- Public spaces need approval. A launch in a mall atrium or outdoor space needs the landlord’s approval, and possibly licences. See our guide to event permits and licences in Singapore.
If media are coming
- Press release. Share it in advance under embargo, with the exact time it can be published.
- Press kit. High-resolution photos, specifications, price, availability, spokesperson names and titles, and a contact for follow-up questions. Put it online so you can send a link.
- Spokesperson. Someone who can answer questions on price, availability and competitors without looking at notes. Brief them on the hard questions.
- Interview slots. Schedule short one-to-one interviews after the main session.
- Photo moment. A clean backdrop, the product, the spokesperson, and a set time for it.
A sample run sheet
An example for a morning media launch. Trade and customer events will run longer, with more hands-on time.
| Time | What happens |
|---|---|
| 9:30am | Registration, coffee, press kits handed out |
| 10:00am | Welcome by the emcee |
| 10:05am | Why this product, and who it’s for (short presentation) |
| 10:20am | The reveal |
| 10:25am | Live demo |
| 10:35am | Questions from the floor |
| 10:50am | Photo moment |
| 11:00am | Hands-on stations and one-to-one interviews |
| 12:00pm | Close |
Before and after the day
The event is one part of the launch. Before it, build interest through email, social media and your website, and consider livestreaming the reveal for people who can’t attend. Our guide to corporate event marketing covers the channels.
After it:
- Send the press kit to journalists who didn’t come.
- Follow up trade and customer leads within a few days, while the event is still fresh.
- Share photos and a short video on your own channels.
- Compare the results with what you set out to achieve for that audience.
Common questions
How long should a product launch event be?
A media launch works best at around two hours including hands-on time. Trade and customer events can run longer, as long as there’s something to do throughout.
Should we hold it at our office or a venue?
Your office is cheaper and shows your business, but check it has the space, sightlines and power. A venue costs more but gives you a cleaner stage for the reveal and photos.
Do we need a celebrity or influencer?
Only if they fit the product and the audience. A well-known face can bring cameras, but the coverage may end up being about them instead of the product.
What most often goes wrong?
The demo. Rehearse it on the actual equipment, in the actual room, and have a video backup ready.
Planning a launch?
See how we run product launches and office openings, or tell us about your product and date.