Many event and meeting planners are asked to organize product launch events to help promote a new product, service or simply highlight the key messages of an organization or company.
Sometimes these are scheduled as local events or roadshows, using a traditional meeting space at a hotel or conference center. At other times these are scheduled as part of a major trade show event at an industry convention.
Even though product launches generally involve traditional forums, event and meeting planners are sometimes called upon to shake things up a bit, and contribute some creative ideas that will help make the product launch become a special event.
Product Launch Special Events
For example, many organizations choose to hold a product launch during a major conference or convention.
With hundreds of exhibitors and suppliers attending conventions and congresses, many use this as an opportunity to promote a new product launch or re-introduce attendees to their products and services.
Frequently, organizations will schedule their own receptions and meetings, hosting attendees and other industry contacts for a private event for a couple of hours.
It's not unusual for hosts to use this private time as an opportunity to share important company announcements. These are frequently held in private banquet rooms and other VIP venues where attendees may not traditionally gain access.
Another possibility is to sponsor or host a major event associated with the conference, such as a general session, luncheon or evening activity where all attendees gather.
Decor as Product Launch
At Meeting Professional International World Education Congress (MPI WEC), held at Mandalay Bay, Las Vegas, August 2008, MGM Mirage wanted to update attendees about the status of MGM CityCenter Vegas.
They sponsored the closing night reception held at the Mandalay Bay Beach, a property owned by MGM Mirage. Rather than simply highlighting the project, MGM chose to be a bit more creative.
Because the event already had a beach theme, MGM CityCenter Vegas created a sand castle replica of the project which is scheduled to open at the end of 2009.
It's this type of creative thinking that helps meeting planners to create spectacular events.