A product launch is one of the most important events businesses regularly host.
This type of event allows brands to introduce their new offering in the market with a bang. It is a great way to excite customers and industry experts. This, in turn, can mean more sales once you start selling the product.
When done right, a product launch will boost your brand’s authority and help increase your following as well.
Lastly, it is the best way to celebrate your latest endeavor and acknowledge all the hard work your team put into creating the product.
Since a product launch offers excellent benefits and will mean a lot to your employees, this event needs to be a truly impressive, unforgettable one.
Why Choose a Cinema for Your Product Launch Venue?
Like in other types of events, the venue can make or break your product launch.
Hosting launch parties at movie theaters is one of the latest event trends today. A cinema provides the right ambiance guests will be looking for. Additionally, a high-definition widescreen will enable brands to capture the imagination and attention of all attendees.
But if you really want to make the right impression, you can’t simply rent any cinema. You have to hire a premier movie theater to impress all the guests and to have everything you need to throw a magnificent, successful product launch.
How to Plan the Perfect Product Launch at a Movie Theater
Now that you’ve chosen the best venue for your event, here are some other tips to help you plan and throw a first-rate, unforgettable product launch:
1. Create a budget
Launch parties require a significant amount of investment. However, it doesn’t mean you should put all the money in the bank into this event to guarantee its success.
Think about how many people you want to attend first. By doing so, you can set the right budget for the theater. If you won’t be inviting a lot of guests, you can rent a smaller cinema. This would mean a lower outlay for the venue. You can then use the extra money for the other elements of the event.
By approximating the number of guests beforehand, you will also come up with realistic estimates regarding the amount you will have to set aside for food, giveaways, and other event components.
Once you have your budget, stick to it. Make adjustments when needed to ensure you don’t have to spend more than you have to on this event.
2. Make it exclusive
Think carefully about whom you want to attend the event and create a guest list. This tip will help you stick to your budget and, at the same time, make the attendees feel more welcome and privileged to be invited to the product launch.
Invite industry influencers, present and potential customers, and members of the press. Make sure your employees and other people involved in your company, such as the board of directors and stockholders are on your guest list as well.
It is crucial to invite guests who are interested or invested in your brand and product. If most of your attendees are not engaged in any way and are merely there for the food or giveaways, they will upset the vibe of the party. And this will affect the event in various ways.
3. Know your product
This event is all about your product. As such, you need to know its ins and outs. You have to help the guests understand and appreciate it as well.
Make sure you know the reasons why this product was created and the value it will give to your target market. Aside from showing a detailed and engaging audio-visual presentation of the merchandise, prepare meaningful answers to questions about why your guests should purchase it.
When you show you have excellent product knowledge and you are clear in sharing it, your guests will trust you. They will then be more inclined to buy it, which is an indicator of the success of your event.
4. Plan your menu
A launch party won’t be complete without food and drinks.
Even if the event is being held at a movie theater, you don’t have to serve popcorn and sodas to your guests. With prior arrangement, you can have a table with different savory and sweet hors d’oeuvres and even a bar set up inside the venue.
Many cinema concession stands today can serve high-end dishes and meals. As such, find out if the theater you will rent has kitchen staff that can take care of your catering needs. If not, look for a caterer to hire.
5. Make sure there will be people to help you during the event
Although you can ask some of your employees to assist you during the product launch, you can’t expect them to serve drinks or to stand behind the buffet table or refreshment stand. They need to celebrate and have fun during the event, too.
Find out from the theater staff how many people they can provide to help you during the event. Ask for at least two ushers and three or four employees to man the buffet line and bar.
If they won’t provide the manpower, hire a few people to help you out during the launch.
6. Plan activities that involve the guests
During the launch, don’t merely focus on showcasing your new product. Let your guests have fun as well.
Prepare activities that will get your guests excited to be a part of. This can be an auction or raffle where they can win samples of your new product or a prize related to it.
Keep in mind that the more involved the guests are in the activities, the more invested they will be in your product and company. These activities will also make the event more memorable for everyone.
7. Hire a good emcee
Although you may have the gift of gab, having an emcee will do wonders for the event.
Your emcee will ensure the smooth flow of the program. He or she will help keep the audience engaged throughout the event, too.
Your emcee’s enthusiasm about the product can keep the guests’ interest and energy levels high as well. When it’s time to introduce your new offering, you will be sure you have their full attention.
8. Prepare giveaways
Lastly, prepare something for your guests to take home. This is an excellent way of thanking and showing them that you value their support and loyalty.
If possible, include your new product in your giveaway pack. If this is not possible, add a coupon so that the guests can enjoy a discount once they are ready to buy it.
Put some thought into choosing your giveaways. Make sure it is something people can use and be excited to own.
With careful planning and adequate support, you will have a successful product launch at a unique and fun venue: a movie theater.
Paul Fox is the Director of Roxy Cinemas under Meraas Group/DXB Entertainments. Roxy Cinemas currently has five Dubai locations: The Beach, La Mer, City Walk, Box Park, and Bollywood Parks.