Whether you’re launching a product, a new initiative, or even a whole new business, your event is your opportunity to make a big splash, to gain attention, to build real buzz around it. To that end, you should go a lot further than just a press release. A launch event should be something that your audience will truly remember, and here are a few tips to help stick the landing.

Build The Buzz

First of all, you should ensure that the beginning of the event is not the first time that people hear of it. Spend time building up some buzz around it, whether that’s by writing a press release to send to industry press, or getting in touch with relevant influencers and inviting them out to take part in exchange for a little pre-emptive promotion on their channels.

Make Sure The Venue Fits

If you’re hosting an event, especially a large one with a lot of attendees, then your choice of venue is critical. Whether it’s a sleek modern loft, a rooftop party, or a redecorated industrial warehouse, you want to choose a venue that fits both your practical needs as well as the vibe of the brand. Think of the location as part of the story that you’re telling. For instance, a tech startup might go for a minimalist urban vibe, while a wellness brand might opt for something more natural and calming.

Go Global With It

The online world makes it easier than ever to engage a much wider audience with your event. If it’s a product or announcement that’s likely to get some industry or influencer buzz, then you should stream it in real time with high-quality live video equipment. You can even build an exclusive online pre-show or behind-the-scenes stream for VIPs, expanding your reach and making it feel like a much bigger deal.

Engage All Senses

Having good visuals, like AV setups at the event, is crucial, but visuals aren’t the end-all be-all. Look for opportunities to engage other senses, such as creating a signature scent or soundscape for the event, or inviting guests to literally get their hands on your product. Make sure that the food and drink options match the vibe of the brand, as well. Engaging all of their senses better ensures that your guests form an emotional connection with the moment.

Follow Up With Real Purpose

The end of the launch event isn’t the end of the campaign, it’s the beginning. Be sure to publish highlights you capture from the event on social media and send out follow-up emails thanking people for attending, with links to rewatch the stream, or share behind-the-scenes moments that can help you tell an overarching story leading on from the event itself.

Your launch event is your first and best chance to make a big impression, be it with a new product or your brand as a whole. You will get challenges to keep following up on it, but it is an opportunity that should be capitalized on.