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Events have become an essential public relations and marketing tool for brands today. One of the most common reasons brands hold events is to celebrate a new launch; a new product or service, a new collection, a collaboration with another company or a well-known person…
They help us convey a clear and concrete message, the values of your brand, and the company’s philosophy. Your customer can get to know you better.
Improve your brand image and positioning in the sector and in the customer’s mind. Holding a grand event also helps generate positive news about your brand (social media, forums, magazines, online news portals…).
Strengthen the relationship with the consumer. You will have the opportunity to create experiences with the customer to reach their top of mind and gain their trust in your brand.
They will help you gain new customers and improve your sales and profits.
When it comes to a product launch event, certain actions must always be considered. First, introduce the brand and present the product, showing its features and the innovations it offers.
We aim for attendees to retain the image of the product in their minds and, of course, receive a lot of positive information about it. The guests will influence their circles with their opinions; many will be well-known and influential, making their opinions valued by their followers.
When designing an event, we must start by agreeing on the specific message we want to convey and clearly understanding the brand values we want to highlight.
Once the message is defined, we move on to designing the customer experience, structuring the event to determine the desired decoration, the services needed, and the activities the guests will engage in.
Every detail should convey the messages we want, from the product presentation speech to the colours of the decoration. Everything matters when designing and achieving an unbeatable customer experience.
The decoration largely defines the event’s atmosphere and the client’s feelings during this experience, as the colours, materials, and furniture around us can create a comfortable environment for the client.
Thus, we must consider the brand image and the product image to understand the desired sensations and select appropriate furniture, designing a space that conveys our intentions.
You can see in these different events how just looking at the decoration makes you feel different things: tranquillity, nature, energy, motivation, innovation, joy, elegance…
However, some decorative styles are highly effective and widely used.
Minimalism: A simple decoration with few elements creates a clean and refined image. It is characterised by a limited palette of colours and materials, mostly neutral colours. Prints and textured materials are usually avoided. It achieves a very geometric image that exudes perfection, order, cleanliness, and peace.
Industrial, vintage: These styles create an innovative and creative image. We can find distinctive materials such as iron, wood, cement, and concrete. On the other hand, vintage furniture blends perfectly with current trends. The industrial style conveys more strength, while the vintage style gives a calmer feeling.
Modern, futuristic, chic: This style is generally characterised by using different, original, and striking colours, materials, and furniture. It is usually in tune with current trends, reflecting joy, fun, and dynamism. Materials such as vinyl or neon lights, digital signage, prints, and textures are essential.
Nordic, Wabi Sabi, ethnic, Japanese: These styles have notable differences, but they all recreate similar sensations: tranquillity, cleanliness, relaxation, and nature. Characteristic materials include wood and wicker, with a neutral colour palette tending towards brown, white, and beige tones.
Provençal, Mediterranean: These two styles have much in common, exuding unpretentious elegance, a simple style filled with colours, fabrics, textures, and materials…
To enhance the customer experience at the event, it is essential to offer activities and various services.
A significant action is allowing customers to try the product, presenting it attractively so that they see it as a dynamic and fun activity. This positively impacts the customer experience and strengthens the bond between the customer and the brand.
A nice gesture to have with guests is to gift them the product being promoted at the event, improving the relationship between the customer and the brand and giving guests the chance to showcase the product to their circles or followers, if they are influencers.
In the image above, you can see the Ffit Coco x Reebok event. This event exemplifies these two actions: guests try the promoted product at the event and receive it as a gift.
A must-have service at such events is catering. There are various ways to include this service, whether with a bar, food stalls, waiters serving (cocktail style), or at tables. Offering your customers refreshments, with the brand as the host, is always a hit.
One of the most popular activities in events today is those that allow for interaction with the customer. Some are more digital, like games using digital signage, screens, and sensors, while others are more traditional, like tastings. However, they all share the same goal: if the brand offers an engaging activity while presenting its product, potential customers will appreciate the experience.
In an event, it’s crucial for everything to be signposted originally and attractively to make an impact on the guests.
Many tools help make this possible: vinyls, digital signage, neon lights, custom furniture, or traditional signage.
Considering these examples, you can see how events are a great tool to promote or introduce a new product. These tips will help you start designing the customer experience and identify the most critical points.
Don’t forget to note what must be included in a product launch event and ensure you design every detail to guarantee success.
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