, Published by Ultimate Experience

Knowing how to promote an event isn’t the kind of knowledge which comes naturally. Nor is it something you can do once, and then be perfectly set up for any future launches. Why? Because the world of events and product launches is one which is always changing, and just as your target audience grows and seeks out new solutions (including, hopefully, your brand new product!), the methods for really hitting the right notes with your launch are constantly evolving, too. As such, when thinking about how to promote an event like a product launch, it’s always best to keep your ear close to the ground, and paying close attention to how your competitors and industry leaders get the job done. 

The thing about product launch events is that every step of the process is highly significant, not merely just the big day itself. The venue, the staging, the unveiling, the food, the swag-bags and all the added extras are doubtlessly hugely important, and that’s why Ultimate Experience goes to such lengths for our clients from the very beginning stages to the very last. As with any major event, a whole load of planning and preparation had to go into making that big day go ahead as planned. Promoting events is all about the lead up, the buzz, the sense of anticipation you send out into the world as the event looms closer on the horizon. Ideally, you want that buzz to be at fever pitch right before the event kicks off, and you want your target audience clamouring for tickets or invitations, eager to know just what awaits behind the doors of your chosen venue.

We make no secrets about the fact that we really love product launch events. In many ways, they’re often our favourite type of events to check out - they tend to be full of hope, optimism, and enthusiasm. There’s something really wonderful about being present when a new idea is being released onto the market, and into the wider world. At Ultimate Experience, we’ve watched (often in complete amazement) at how social media event marketing has become such a tour de force in our industry. What’s more, we’re never less than impressed at how social media strategies for events have become ever-more complicated, yet also somehow simpler, sharper, and more streamlined at the same time. If you want your product launch to make the kind of ripples your hard work deserves, then this kind of strategy and marketing is going to have to sit right at the top of your to-do list.

In this week’s blog, we’re going to be taking a closer look at five essential steps you’ll have to take in order to promote a product launch event successfully. These tips are up to date with methods for 2019’s eager audiences… so pay close attention, and be sure to implement them at your upcoming product launches. Oh, and don’t forget to invite us along.

Get a Feel For Your Target Audience

It’s tempting to jump straight in with your social media event marketing, and get busy planning your event without a moment’s hesitation. Believe us, we know! However, before you get too excited, take a moment to sit back, and get a feel for the lay of the land. Take some serious time to see what’s going on in your industry, find inspiration from other innovators, influencers, and brands. You’ll need to start looking out for information in these following categories:

What content does your target audience engage with?

  • Knowing the types of content that really get your target audience going is essential for your social media marketing success. Do they engage best with blogs? With videos? Carousels? Find out what provokes real action, and make a serious note of it.

What feelings cause your audience to sit up and pay attention?

  • Different content inspires different emotions and reactions in every target audience. Does yours like funny content that gets a big laugh? Do they prefer inspirational material? Honest, vulnerable content? Informative and educational videos? You’ll need to pay close attention to this in order to hit the right tone.

What is your target audience talking about?

  • Your buyers will be engaging with one another on social media, sharing stories and opinions on events, products and industry news. Tap into this, to find out what’s making them tick right now.

There are many ways you can obtain this kind of information. It can be as simple as taking out a few hours per week to really comb through social media interactions, although we’d advise checking out a quality listening solution that can do the hard work for you.

Set Out Your Goal

Planning your social media strategy for events is something which is naturally going to be made up of different stages. However, it’s the last one which requires the most attention, and it’s the one which is going to inform the majority of your other choices. What exactly are you trying to achieve on social media in the run up to your product launch event? Are you trying to raise awareness of your product or brand among those who are, thus far, totally ignorant of what you do? Are you attempting to connect further with existing customers, or those who already know about your brand?

The best plans come about when you’re as specific as possible in these regards. Decide early on what your actual goal is (for example, to increase product awareness by 50% etc) and who your target audience for your launch are. You can utilise this specific approach and your chosen demographics to make better use of social media analytics (if you want advice on the best social media analytics for your campaign, here is a great list of current examples) and take your marketing efforts to new heights.

Keyhole app

Keyhole app

Select Your Networks for Promotion

After you’ve figured out exactly who your social media event marketing is aimed at and know the results you want to gain, it’s time to select the social media networks that will help you attain your objective. Keep the following in mind.

Be Selective With Your Networks

  • Unless you’ve got a decent sized staff to focus primarily on social networks, it’s best not to try and cover all of them. Your target audience is likely to only use a small handful of social networking sites and apps, so focus on the ones you can give your full attention to. Remember: social network marketing strategies aren’t something you do in your break time - they’re a serious commitment that requires real effort.

Create network-specific content

  • This is something all too many brands fail to do. If you post identical content across, say, Instagram, Facebook and Twitter, your target audience will quickly grow tired of your spammy efforts to grab their attention. Doing so will only dilute your message, so be sure to create unique content for each network you’re utilising. 

Combine Paid and Organic Strategies

  • Read as many case studies as you can to ascertain which social networks work best for paid ads from brands like yourself. Once you’ve decided which ones are worth your cash, invest in some paid ads which are going to hit your demographics and double down with some effective viral or shareable content that will spread organically. Make sure your product launch event hashtag is visible, and is being tacked onto conversations and shared content too!

​Formulate a Schedule for Your Launch

  • Your product launch event is split into three distinct parts: the pre-launch build-up, the launch event itself, and the post-launch follow-up process. In order to maximise the effectiveness of all three sections of your product launch journey, you’re going to have to stay on top of all the content you create, all the visuals, all the messaging, hashtags, blogs, ticketing drives… literally everything you can think of. There was a time when this was a gargantuan task, made up of endless folders and sub-folders on your desktop. Nowadays, it can all be streamlined fairly neatly with apps like Sprout Social. Check it out - you’ll be very glad that you did!
People working with laptops

Your product launch event is split into three distinct parts: the pre-launch build-up, the launch event itself, and the post-launch follow-up process. In order to maximise the effectiveness of all three sections of your product launch journey, you’re going to have to stay on top of all the content you create, all the visuals, all the messaging, hashtags, blogs, ticketing drives… literally everything you can think of. There was a time when this was a gargantuan task, made up of endless folders and sub-folders on your desktop. Nowadays, it can all be streamlined fairly neatly with apps like Sprout Social. Check it out - you’ll be very glad that you did!

Get The Ball Rolling and Take Your Audience on Your Journey

Nowadays, there’s no single way to know how to promote an event. In fact, there are thousands of different methods, each of which has its own plus points and downsides. Despite this, one thing remains true: audiences love to feel as though they’re involved and invested in a brand, and that the brand really cares about their opinions, thoughts and feelings on the product, strategy, or way of doing things. You can tap into this powerful resource of emotional investment in no small number of ways, but the following always seem to work brilliantly:

Share Your Journey and Invite Feedback

  • Today’s public love the idea of the human behind the brand. Use your social media platforms to show that there are real people, with real lives, real problems, and real struggles behind your upcoming product launch event. Having difficulty finding the time to cram everything into your working day? Write a blog or make a video about this struggle to share with your followers. Need to put your feet up with a glass of wine after ticking something off your to-do list? That makes for the perfect Instagram shot to share, too. Stick your product launch event hashtag onto your description and you’ll be promoting your event while gaining likes!

Get Advice From Your Followers

  • If audience members feel like they can influence a brand or product they like the sound of, they’ll jump at the chance. This will allow them to have an emotional investment in the resulting product, which will either encourage them to come along to the launch, or buy the product once it's released. Let’s say you’re launching a new smart watch, but you aren’t sure if the strap should be matte black or a charcoal grey. Run a poll via Twitter or Facebook, and see what your followers have to say. You could even offer a prize to one lucky pollster, to ensure it spreads across social media even more effectively! This should help your promotion of your product launch event become even more effective, as your followers will be primed to hear more about what you’re doing and the direction your brand is headed in.

Make Sure Your Content Gets Shared

  • If you’re aiming to increase awareness of a new brand or product prior to your launch, or want as many people to know about your product launch event as possible, you need your event messaging to be zipping around social media like wildfire. There’s only so much you can do and only so many people you can reach by yourself, that’s why you need to encourage content sharing. 
Person taking selfie in a crowd

You can choose to engage an industry influencer to help you out (many influencers will happily promote your product launch event in exchange for a free sample or invite to the launch), which will help you organically reach a wide new network. Alternatively, you could run contests and offer prizes to those using your event hashtag, or employ similar methods which have an incentive behind them. Hopefully your content will be valuable and engaging enough to be shared without too much extra effort on your part… yet another reason to put more emphasis on eye-catching content creation that really makes all the difference!

​Promoting Product Launch Events With Social Media Marketing Strategy

By following the steps and advice laid out in this blog, you should be able to put together a social media marketing strategy that builds a real and tangible buzz around your product launch event. Knowing how to promote events is key in today’s busy market across all industries, and it’s a surefire way to give your brand or product the head start it needs in such a competitive world!

Here at Ultimate Experience, we’ve spent years honing our skills when it comes to developing a sense of heightened anticipation around events, even we are still learning and picking up top tips and tricks of the trade every day. If you’d like to find out how we can help your next event go off with a bang, we’d love to hear from you soon. Get in touch and find out why Ultimate Experience are considered among the best in the business.