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How to Guide


How to make a launch event deliver real ROI

How to make a launch event deliver real ROI

By Jackie Murphy, flagship consulting

1. Think carefully about WHY you are holding an event or it could turn out to be a really expensive party!

So focus on WHO you are targeting and why you want them to attend – is it to build relationships or have you got something new to tell them? WHAT do you want to say to them? Only invite the media if it is truly newsworthy.

2. Consider partnerships and affiliations that add value, glamour and interest.

For example many media groups will be happy to work with you in advance to create promotions that build interest in your launch event.

3. Preparation, planning and people

It is crucial to be super organised and to consider every possible scenario well in advance of the event. And this is as much about the day itself where it is important for everyone to be really clear about their role and responsibilities, and where they are meant to be and when.

4.  Add glamour

The extras do make a difference but need to be relevant. Celebrities do attract attention but be careful – they need to be carefully selected and briefed and well managed or they can upset people.

And make sure you get good pictures and footage of the event and party and get them online – twitter them or put them on your created Facebook group to get them out there quickly.

5. Flexibility, Follow-up and Feedback

Lastly remember to be flexible on the day as unexpected things will happen and sometimes you need to go with the flow.

But an event or launch is just the start; make sure you follow up all attendees – press or agents – to secure coverage or business. And it is important to get feedback from those that attended to learn how you can improve next time – if you have the energy for another event!

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