How to Throw a Launch Party

by Michelle Barry; Updated September 26, 2017
Multi-ethnic women toasting with cocktails

Throwing a launch party involves the typical party planning, from selecting the venue to ordering the catering and sending out invitations. What makes a launch party successful is the exposure it creates. Whether you are launching a new product, brand, book or performance artist, the attention your event generates is what creates the payoff. Launch events can be pricey so it is important to create party buzz and, ultimately, sales, to create a good return on your investment.

Press Release

A press release is a free way to generate publicity for your launch event. Include all the pertinent information, such as the location, date, time and reason for the event. Highlight who will be interested in attending this event. For example, if the event is to launch a book, specify the genre of the book, mention positive reviews and specify the book's target audience. Send the press release to all local news media several weeks ahead of your event.

Media Coverage

In addition to the press release, contact the news departments that cover events and entertainment. Encourage reporters and anchors to attend the event and invite them to broadcast live from it. Offer to do lead-up interviews for the event to build publicity momentum. When speaking with media representatives, be prepared to say why the event would be of interest to their viewers and would make an entertaining addition to their newscast. This involves researching their programming, what they typically feature and how it ties into your target audience.

Target Your Audience

Identify who your target audience is for the launch party and strategize how to connect with them to promote the event. If your target consumer is a young adult, for example, you might market the launch party on local college campuses. If your primary consumers are athletic orientated women, advertise in local gyms, at yoga studios and fitness stores. Create a social media ad campaign, specifying the demographics of your target audience.

Giveaways and Prizes

People enjoy giveaways and prizes, so offering them at your launch party could encourage them to attend. Promote the fact that product samples will be given out to party guests. Advertise what types of prizes will be awarded at the event. These should relate to the target audience and/or the product or business itself. If a book is being launched, book the author to do a signing. Not only does this give consumers a taste of your product and a reason to attend, it could help to cultivate new and loyal customers by giving them a taste of your business.

About the Author

Michelle Barry graduated from Salve Regina University with a Bachelor of Arts in English. Since then, she has worked as a reporter for the Wilbraham-Hampden Times, an editor for Month9Books and Evolved Publishing, editor and has spent the past seven years in marketing and graphic design. She also has an extensive background in dance.

Photo Credits

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