As the world continues to move toward normalcy, we’ve seen a coinciding uptick in interest from brands looking to level up their product launches with a launch event. With that said, any investment into a launch event should be carefully planned to ensure the budget is worthwhile for the brand in both the short-term and long-term.
Max Borges Agency has supported its clients with press events that span everything from hosting a full ironman experience in Las Vegas at the Consumer Electronics Show to an in-person / virtual media event for one of our clients where we invited the media to attend a group fitness class. The team at Max Borges Agency even hosts its own annual media event in New York City featuring its clients to top tier journalists and outlets for consideration in future articles. Based on our experience, the most effective events follow this winning formula:
Craft a compelling story for the event
Your event should have a central story or theme that attendees can get behind. This will help them remember the event long after it’s over and could even inspire them to start talking about it with others. Brainstorm ways to make your event story memorable, whether it’s through unexpected activations or by partnering with an influencer who aligns with your brand.
Ensure the event concept is simple and focused
The least successful launch events are the ones that try to do too much. When it comes to your event, less is more. Identify one key message that you want to communicate and make sure everything – from the venue to the food and drinks – supports that message.
Create a must-see agenda to guide the event
Make sure your event agenda is packed with engaging activities that will keep attendees entertained and engaged throughout the event. And of course, don’t forget to leave some time for networking. Mixing and mingling is one of the best ways to make lasting connections at industry events.
Pick a brand-aligned location
Location is key when it comes to planning an effective PR event. The venue should be accessible and convenient for guests, as well as aligned with your brand image. For example, if you’re launching a new luxury skincare line, holding the event at a high-end hotel would be more appropriate than a community center.
Make sure you have the right people in attendance
Any good PR event starts with a guest list full of influencers, media representatives, and other VIPs. Before sending out invitations, take the time to research each potential guest to make sure they’re relevant to your brand and that they’ll actually be interested in attending your event. The last thing you want is a room full of people who are only there for the free champagne.
Have a solid plan B…and C…and D
Things rarely go according to plan, so it’s important to have backup plans in place for every possible scenario imaginable – from power outages and inclement weather to last-minute cancellations and no-shows. The last thing you want is an embarrassing situation (that could have been easily avoided) making headlines the next day because you didn’t have a contingency plan in place.
Follow up after the fact
Your job isn’t done once the last guest has left and the champagne has run dry – now it’s time to follow up with everyone who attended your event. Be sure to send handwritten thank-you notes to all VIP guests within 48 hours of the event wrapped up, and follow up with any media representatives who said they would cover your story within one week of the event ending. If done correctly, following up after your event will help turn one-time attendees into lifelong fans!
Analyze and adjust
Once all is said and done, it’s important to sit down with your team and analyze what went well…and what didn’t go so well. What worked? What didn’t work? What would you do differently next time? Asking these tough questions will help ensure that each successive event is even better than the last!
Planning and hosting an effective PR event doesn’t have to be difficult – as long as you keep these tips in mind! By following our advice, you can rest assured knowing that your next event will be a success!
