However, if you are launching a product virtually, you have the advantage of targeting and attracting a larger audience. Digital product launches can get an upper hand over in-person events, because it allows you not only to enjoy all the benefits of offline sessions but also the scalability that you would receive through online marketing.
To help you with this, we have crafted an end-to-end virtual product launch guide, to make sure everything goes right for you, at your next virtual product launch.
What are Product Launch Events?
A product launch is an event where an organization launches a new product for the public.
For several years now, it has been a great marketing tool, but with the digital revolution, most events have gone virtual and changed the game! Virtual product launches have become a go-to for brands around the world, because they present a new, flexible, and cost-effective way to get the target audience interested and invested in the new product.
And here’s the thing about delivering a successful product launch. While it may be tempting to think that it’s all about the main event and how stunningly you pull it off; the magic really lies in how well you plan, strategize and execute the entire event end-to-end. This is what drives interest, gets audiences curious, brings in preliminary sales, and creates a positive impression.
Why Virtual Product Launches are the Future
Virtual product launches are no longer a luxury in a world that is going digital-first.
Apart from being more accessible and cost-effective, what really makes virtual launches so special is how interactive they can be. Features like live webinars and instant chat, polls, and on-demand videos can actually connect you with your audience in real-time, so they feel like they’re part of something special, and all of this with none of the hassles of hosting or attending an in-person event!
Whether it is a hybrid event that includes some blend of in-person and virtual or an all-virtual product launch, the winning formula is to make this experience uniquely relevant for your audience.
Hosting your product launch on a virtual platform gives you several benefits, because everything is customizable – from virtual booths and interactive workflows to various formats of presentations, flawless branding, and even personalizing the content.
Key Aspects of a Virtual Product Launch
There are several features that help make a virtual product launch successful. The key aspects here include :
- Virtual Event Platform: The use of a virtual event platform is definitely a must for a virtual product launch. Platforms like Airmeet work as a great solution, as they provide everything that an organization needs for making a virtual product launch successful – be it live streaming, easy networking, robust engagement of attendees, and even analytics and reporting. This tool helps create frictionless audience interaction, to deliver a professional and impactful product launch.
- Engaging Audiences: A virtual product launch is great for audience engagement. Live chats, Q&A sessions, polls, and even AR or VR elements can be added to the show, to make the experience all the more real and memorable for the attendees.
- Global Reach: Another important aspect of virtual product launches is its global reach. It breaks geographical barriers, helping you to cater a larger, global audience, irrespective of their location. All they need to connect is a stable internet connection – this accessibility increases the visibility of your product, the world over.
- Cost-Effectiveness: A product launch need not cost you the entire year’s event budget, and this is why virtual product launches are preferred today. With no travel expenses, venue charges, catering costs, and decors and logistics, virtual product launches eases your budget and helps you conduct a scalable, high quality event.
- Flexibility: Virtual launches can be relevant across different time zones and schedules; events may also be recorded to be accessed by those who could not make it to the event in person, so one could still “participate in it.”.
Benefits of a Virtual Product Launch
Digital platforms are expanding rapidly, and virtual product launches are the perfect way to tap into this ever-growing space. If you’re on the fence about going virtual, here are a few benefits that will make your decision easier.
Reach Global Audience
A physical event can be limiting due to the capacity of the hall and location. With a virtual product launch, these boundaries don’t exist. Any one with an internet connection can join in, no matter where they are.
Virtual events can host thousands of people compared to an in-person event. This means that you can accommodate any size of global audience.
This Is Cost-Effective
With a physical launch, the cost involved is enormous in terms of the venue rented, cost of the staff involved, traveling, equipment, and so on. None of this is required in a virtual launch. You won’t have to pay for venue rentals, provide parking for guests, or deal with extremely intricate arrangements.
Collect Quality Information
Another crucial benefit of launching your product virtually is how easy data collection and analysis becomes. While this may not be as seamless in physical events, virtual launches on good event platforms provide rich insights into how many people registered for the event, how many actually attended, and how long they stayed, etc -not to mention which bits of the event inspired most engagement, and which ones saw the most amount of drop-offs. Knowing all of this, you can see just how your audience behaves, and fine-tune further events to provide maximum influence.
Boost Interaction through Chat Tools
Interaction is at the heart of any successful product launch, and going virtual makes it easier than ever. In a physical event, it can be challenging for all attendees to easily connect to company reps, but a virtual launch simplifies this, allowing attendees to interact with them directly, via text, audio, or video chat.
10 Innovative Ideas to Host an Unforgettable Virtual Product Launch
Launching a new product is a huge milestone. You’ve put in the work, your team has poured in weeks of effort into its development, and now it’s time to show the world what you’ve created.
But here’s the thing: a successful product launch isn’t just about unveiling your product. It’s about making a lasting impression in a world where everyone is fighting for attention. Planning an exceptional virtual product launch can be tricky, but with the right strategies, you can create an unforgettable event that truly makes an impact.
To help you deliver a virtual product launch that’s nothing short of spectacular, here are 9 innovative ideas that will take your event to the next level!
1. Develop a Promotions Strategy with Contests and Giveaways
Giveaways and contests work really well in boosting engagement, especially when you’re launching a new product. When a prospect participates in a giveaway and wins it, it creates excitement and motivates others to sign up for the event too. This virality helps create a buzz on social media with audiences tagging some friends, sharing the event promotion content, etc.
2. Organic Traffic Through Content Marketing
Blogs are a powerful medium for creating an awareness campaign before launch. The average consumer today loves to do their own research before any purchase. Therefore, you can attract the right kind of audience with insightful and value-driven content, without being overtly promotional.
Blog posts that are written as problem-solving guides can seamlessly introduce your new product as the solution to your audiences’ pain points, and build credibility and drive people to your site organically.
3. Build Anticipation with Teasers & Videos
There is nothing better than teaser videos to build anticipation. Release a series of short teaser videos a month before the event; to create curiosity and get people talking.
Then, release a slightly longer video a day or two prior to the event that shows short previews of the main event, features of the new product, and how it is different, etc.
4. Organize a big virtual launch celebration
Who says virtual events can’t be fun and festive? Plan a launch party that not only puts the spotlight on your product, but also entertains and excites your audience. Choose a cool theme, invite high-value guest speakers, and perhaps even have live entertainment as part of the event agenda!
5. Do a Countdown
Build excitement and anticipation by adding a countdown on your brand’s social media pages and website. It is a subtle yet effective way to keep your audience’s attention focused on the upcoming launch. Every time they see the countdown, it will remind them that something exciting is just around the corner, and make them even more eager to attend.
6. Make Use of Community Engagement Campaigns
Engage your community early, and the overall excitement might really run really high. Indulge in conversations with your loyal followers prior to the event, by engaging with them on their initial thoughts, expectations, and excitement around the product.
You could run some polls, sneak peeks, or contests, to get the community to build a connection with the product and spread the word in their networks.
7. Add a ‘Wow’ Factor with a Virtual DJ
Virtual launches are not boring or drab in any sense of the term. Adding a virtual DJ to the agenda will help you amaze audiences and create a lasting impression. Music helps you set the tone for a festive vibe, making your launch feel like one big celebration.
A virtual DJ can be a fun and incredible way to heighten the event experience, making it stand out from the rest.
8. Organize Exclusive 1:1 Sessions
Want to make your launch feel even more special? Offer attendees exclusive 1:1 sessions with key speakers, influencers, or product experts. These private sessions give them VIP access to renowned industry experts, which they will cherish and love.
Virtual events make it easy to host one-on-one meetings, and offering this as a prize for contest winners or loyal customers can increase engagement and excitement around your product.
9. Virtual Social Wall
This is a great way to show excitement and engagement in real time. You can post pictures, comments, and tag your brand during the event, and then display them on the social wall.
This encourages greater participation, thus allowing that community to feel more a part of things. For example, amplifying user-generated content, like selfies taken at a virtual photo booth, make the event feel that much more intimate and personal.
10. Pre-Launch Scavenger Hunt
This is a fantastic way to create a buzz around your product before its launch. Give the audience a few puzzles to solve that relate to the features of your new product. Reveal the final puzzle directly during the launch to build excitement.
For example, if you are launching an AI tool, then you create a scavenger puzzle relevant to product features and unique benefits, along with clues. You can offer attractive prizes to the person who finds the answer to the last puzzle. You can assign a dedicated team to smoothly operate and run this game.
Expert Tips For Hosting a Compelling Virtual Product Launch
In order to host a compelling virtual product launch, you need proper planning and execution. Because in an online setting, you won’t be physically interacting with your audience, and they won’t be able to touch or try out the product in person. So you need to create compelling visuals of your product, add engaging elements, and more that will drive enthusiastic interactions remotely.
Let’s see how you will plan and host your next virtual product launch that drives success:
Define Your Target Audience
First, know your target audience. Conduct market research and competitor analysis so you have a better understanding of your target audience. Then, gather their demographic information, such as their age, gender, income, location, and job title. Find out on which social media platforms they are more active, so you can plan to reach out to them accordingly.
Choose a Virtual Event Platform
Choose an event management software that meets the needs of your product launch. When choosing a platform, ensure the platform has these features and capabilities like branding & customization, 3D virtual booth, live HD streaming, screen sharing, engagement tools (chat, poll & Q&A), analytics & reporting, and external apps, to make your event effective and successful.
Get the Word Out about the Launch
To get your launch message across to relevant audiences, you should run different marketing campaigns such as email marketing, in-app messaging, social media advertising, paid advertising, influencer marketing, and more that will help you reach your intended demographic. Multi-channel promotion ensures that your event gets all the attention it deserves.
Equip Your Team with Product Knowledge and Tools
Your sales and support teams will be at the heart of your launch. So equip them with product knowledge and tools, such as product decks, scripts, pitches, and more, that will enable them to explain product value to potential customers with ease and confidence. If you want your product launch to succeed, you need a well-equipped team that can clearly communicate your product’s value and address customer needs with confidence.
Craft an Engaging Content
Create a pre-launch teaser video and countdown posts to share on social media channels. You can click on visually appealing pictures of your product. To generate curiosity among your audience, you can show a glimpse into the product development process, the people behind the product, and their efforts. Plus, you can run contests or giveaways to build excitement among the target audience and collect leads before the official launch.
Engage the Audience on the Event Day
Don’t jump straight into the product. Welcome your audience with a warm and enthusiastic welcome. You can also start the event with a quick icebreaker. Next, unveil the product, explain its features, and benefits. Have a Q&A session and allow audiences to ask you questions regarding the product. Run a poll to get attendee feedback and insights in real-time. If you are offering any special deals on the product, announce it; the audience’s enthusiasm will skyrocket.
Follow-up
After the event concludes, have personalized follow-ups in order to keep the engagement going. Send out thank you notes, access to recordings, and relevant follow-up materials to nurture their interest and move them along the sales funnel. Don’t limit follow-up to just emails. Stay in touch with them via WhatsApp, social media posts, or LinkedIn messaging in the days following the launch.
Bottom Line
Overall, a virtual product launch will help you to connect as well as engage with a wider audience, and create a buzz around the new product. Leverage these unique strategies mentioned in the blog, and deliver a stellar event experience to your attendees.
By incorporating storytelling, and focusing more on creating value for them, you can inspire them to feel like the product is built to empower them, and to tackle their everyday challenges effectively.
Whether you’re debuting a revolutionary product or rolling out a new feature, a virtual product launch can elevate your brand and leave a lasting impression on your audiences.
FAQs
To effectively engage audiences in a virtual product launch, leverage the many interactive features available on most virtual event platforms, like live polls, Q&As, chat options, and gamification, to name a few. Give them access to backstage scenes and VIP sessions, which will spark more curiosity and encourage real-time interaction.
There are several key performance indicators available that can help you measure the engagement levels of the event attendees. These include checking the attendance rates, their response rates in the Q&A sessions, polls, drop-off rates, conversions, etc.
