A product launch event is one of the fastest ways to create awareness, but only if every detail supports a clear goal. Here is the checklist our team uses.
1. Set one clear goal
Do you want media coverage, KOL content, sales leads or direct sales? Pick a primary goal and decide how you will measure it.
2. Build a story, not just a stage
Guests share stories, not products. An interactive element, like the personality-matching game we created for THANN HK, gives media and KOLs something fun to post.
3. Invite the right people
Match your media and KOL list to your target audience. Ten relevant creators beat fifty random ones.
4. Prepare the content kit
Send a press release, high-resolution images and key messages on the day, so coverage is fast and accurate.
5. Follow up and report
Track coverage, reach and engagement, then use the learnings for your next launch.
6. Choose the right venue and timing
Pick a venue that matches your brand and is easy for media and KOLs to reach. In Hong Kong, weekday afternoons usually work best for press, while evenings suit consumer and KOL events. Check that the space photographs well, because every guest is also a content creator.
7. Budget for the details
Allow for props, photo walls, gift bags, photographers and a small contingency. Small details, like a well-designed photo corner or a personalised gift, often create the most shared posts after the event.
Planning a launch? Talk to LOOP about your event.