Besides your first sale, there are few moments as important for your brand as your initial launch celebration. Your brand launch party is more than a celebration or a big reveal. It’s really the first impression of everything you and your business represent. The last thing you want to do is misrepresent everything your brand stands for. This planning guide will keep your launch party from falling flat.
Build Your Reputation
The following steps have nothing to do with selling a product or your bottom line and everything to do with being real and building your reputation. The reason many brands hesitate to have an event is that the occasion can feel very transparent. There are levels of marketing and branding involved, but for the most part, attendees are there to connect with you.
Branded pillows for the Iconic Beauty Conference hosted by Bryiana Dyrdek
Provide Impactful Visual Representation
If you can see a logo with no words and immediately identify it, the brand has provided impactful visual representation. This impact is done with repetition and creativity. At your brand launch party, your logo or catchphrase has the opportunity to be impactful. Put your logo or slogan as many sensible places as you can. Cups, banners, goodie bags, shining on the wall, wherever you can. Avoid things that make no sense to the brand or can depreciate it like bathroom supplies, trash cans, or alcohol.
In one way or another, you will be speaking directly to your guests. This is your opportunity to shine! Let them know the face behind the brand. Your audience deserves the real you. So, keep all interactions as authentic as possible. And, don’t be afraid to tell them about the hard journey that led to this successful brand launch party. People want to know about the blood, sweat, and tears you’ve put in. It shows them you care very much about the products and services your brand provides. Being genuine and relatable will plant the seeds that build meaningful relationships with your audience and others in your industry.
The CEO of Makeup Geek Cosmetics, Marlena Stell poses with a guest at her NYC Influencer Brunch
Perfect Your Brand Message
Perfecting your brand message at your brand launch party means building a bridge of consistency across all platforms. From your website, your Instagram stories, to your live event, your branding has to make sense to your followers in order to grow and maintain their loyalty.
Your message brings your brand alive. It creates a storyline that adds value to your products and services and gives your audience a reason to believe in them and you. Here are a few pro tips to perfect your brand message:
- be clear and concise
- represent your brands’ values
- maintain your standard
- make live events a regular part of your brand experience
- define your niche
- be true to you
- and collect social proof
…just to name a few.
Invite the Right Attendees
When it comes to your brand launch party invitation list, quality is more important than quantity. Your attendees should be a mix of support, influence, target audience, and potential partners.
Guests pose at the La Roche-Posay Influencer event in Los Angeles
Gather as much information from your attendees including feedback. You can seek feedback at the end of the event or during your post-event follow up, but it must be done. What worked, what didn’t?
Leave an Impression
Save the best for last. Whether its a surprise guest speaker, invitation to your next brand retreat, or a PR package, WOW your guests with a final impression that lasts.
Curated gift boxes for attendees at the Anna Todd Influencer Brunch in Beverly Hills, CA.
Stay in Touch
Your event follow-up gameplan needs to be strong or your risk being forgotten. Think of your follow-up as your call-to-action button. Your follow up series should start with gratitude and end with an offer. We typically advise our client’s to follow-up immediately after the event with a link to images from the event (we always do this within 24-hours) so that the event is top of mind for guests and they still have the desire to share on Instagram, tagging your brand and utilizing relevant hashtags. #stayrelevant relevant
My team and I are here to help you debut your brand and make a lasting impression. If you’re in the market for a Los Angeles event planner who knows launch parties, get in touch so we can start plotting and planning.