A product launch creates momentum, visibility, and opportunity. It generates buzz and awareness, attracting media coverage and building anticipation among potential customers. It also engages customers and stakeholders by giving them a direct experience of the product, which builds trust and excitement. A successful launch can boost sales, generate leads, and drive interest in the brand. It also helps differentiate the product from competitors by highlighting its unique value. Internally, a launch motivates the team, celebrates their achievement, and signals growth. Overall, it’s a strategic move that can fuel long-term success.
In this blog, we’ll look at 5 top tips for ensuring your product launch goes just how you want it to and your next exhibition.
What is a product launch?
A product launch is your way of showing the world the exciting new item you now sell. It could be done in person, online, or in some cases, involve a bit of both. It could happen in-store, at an event, or simply be quietly placed in-store or online with no real fanfare.
Product launches are a valuable tool for putting your brand and its exciting new items in front of the right eyes. With clever execution, whatever you launch can be given a heightened buzz and made to become the item your target audience is either keen to buy or, at the very least, learn more about.
In simple terms, a product launch:
- Informs customers of the new product.
- Draws attention to the product and your brand, hopefully increasing demand.
- Helps increase brand loyalty and awareness.
- Allows you to take pre-orders.
Why is a product launch so important?
By officially launching your product, you are letting the world know it exists. Depending on what the product is, you can drive interest not only in the new item that is being released, but also in the other parts of the range.
A product launch isn’t just about sales. Of course, giving new customers the chance to buy your new product is a huge part of it, but you also want something else from it. You want your launch to build excitement around the product and the company. You want it to act as a platform for people to openly and honestly deliver feedback on the product, and you want it to be the place where your place in your industry is enhanced or solidified.
Of course, how much revenue you generate is important, and at a product launch, you can start to garner the level of interest in the product and have a clearer idea of whether you’ll need to spend more money on staffing to satisfy the demand. At the same time, such interest may open new business opportunities for you. You may find new partnerships, stockists or even investment.
Why should you launch your product at an exhibition?
Deciding to launch your product at an exhibition puts you in front of the exact audience you need to be in front of. Where in-store launches might drive interest, they might only interest those who regularly visit your store. You want those customers, but new ones too!
TV advertising is expensive and can be an extremely difficult space to get noticed in. Online advertising works, but with the smart nature of AI and search engines, you’ll have to pay to appear at the top of search results and above the competition.
An exhibition puts you in the same space as the competition, for the same price, and ensures your audience is exactly the one you want to target. All you have to do is make sure that your presence at the exhibition is significantly better than everyone else’s.
Here’s how:
Launching a product at an exhibition: 5 tips
1. Create a buzz before the event
- Announce the launch ahead of time via social media, press releases, and email campaigns. Target the right people for your business, and perhaps consider a social media agency if you are unsure of the best online marketing techniques.
- Use teaser videos or countdowns to spark curiosity. Include these on your website, social profiles and within press releases to influencers and industry experts.
- Offer early-access invites or exclusive demos for key clients and media. If you have used your creativity smartly, the buzz will be starting to build. These early-access invites will be what ensures the media talk about your product with exclusive reviews.
2. Design an eye-catching stand
You want exhibition stands that shout about who you are and what your product is.
- Use bold visuals, lighting, and motion (e.g., video loops) to draw attention. Allow space for demos but also one-to-one conversations that could turn into sales or lead gen.
- Incorporate your product’s core value proposition into the exhibition stand design. You don’t want to come across as something you are not!
- Make it interactive—live demos, touchscreen stations, or immersive displays. These all make people feel part of the launch, and in this world we live in today, people want to share their experiences. So why not incorporate an element of fun into the launch that sees attendees sharing it on their socials!
3. Train your team thoroughly
- Ensure every team member can clearly explain the product’s benefits and key features. There is nothing worse than a prospect asking a question only for the team member replying with “I don’t know.” Ensure each can do the other’s job too. Even though they may only have one role at a time, versatility can be key if things get busy, someone goes sick, or you need to ramp up your interaction.
- Assign specific roles (e.g., demo lead, greeter, lead collector). Everyone should be given specific roles to avoid clashing and confusion, but as we mentioned earlier, have your team trained in all aspects of the launch so everyone can help out. Teamwork makes the dream work, right?
- Encourage proactive engagement with attendees—don’t wait to be approached. If you stand waiting for that sale, it’s never going to happen. Engage with those taking an interest and allow them to demo the product. Should nobody be taking an interest, approach people with open questions about their exhibition attendance, and gently lead them to a sale!
4. Leverage tech and live engagement
- Use QR codes for instant access to brochures, product specs, or trial signups. So those in attendance may have seen your product, but they might want to know more. A quick scan of the QR code sends them directly to your site. If you are smart, you’ll have made a landing page that now gives them a discount as a thank you for visiting. They’ll stay on the site longer, encouraged by the discount!
- Capture the moment with live streams or short social media clips. If your earlier marketing efforts have helped build a buzz, showcase that! Post on socials and your website just how the launch has been going. With just a few shares, you could be opening yourself up to a new world of customers!
- Offer giveaways or competitions linked to your product. Everyone likes a freebie! You could incentivise those who purchase with further products via a competition, you could encourage sign-ups by offering a free product, you might have a collab with another brand and see a winner walkway with your product and someone else’s! These opportunities offer free and enhanced exposure!
5. Follow up fast
- Don’t let leads go cold—reach out within 48 hours post-event. With the exhibition fresh in the mind, you are much more likely to see a sale!
- Use personalised emails referencing the conversation or demo they saw. A personal touch goes a long way compared to a more generic contact.
- Offer post-event promotions or access to bonus content. As a thank you for attending or purchasing, give attendees a reason to feel even more special!
How does Starlight Exhibitions help?
Starlight Exhibitions helps you by creating a bespoke exhibition stand perfect for a product launch.
1. Bespoke stand design aligned to your brand
We’ll work with you to create a free custom stand design that:
- Reflects your product’s identity and key messaging.
- Uses your brand colours, logos, and style.
- Maximises visual impact with lighting, graphics, and 3D elements.
2. Strategic layout for product engagement
Starlight designs with flow and functionality in mind. Our exhibition stands will ensure that:
- There are dedicated demo zones, meeting areas, and attention-grabbing displays.
- Visitors are encouraged to interact with the product.
- Supports lead capture and visitor comfort.
3. Complete build and installation
We’ll even handle all the logistics, including:
- Stand construction, setup, and breakdown
- AV integration, screens, product mounts, and lighting
- Making sure everything runs smoothly on the day.
4. Add-ons that enhance the launch experience
Of course, you want to stand out more than everyone else, and we’ll help you do that. Our additional exhibition stand features can include:
- Touchscreens, display plinths, product showcases.
- Branded promotional materials and digital displays.
- Furniture, flooring, and interactive tech
5. On-site support and flexibility
Starlight offers on-the-day assistance or makes last-minute adjustments if you need them, so your exhibition stand is doing exactly what you want it to do. This includes.
- Ensuring everything looks professional.
- Help troubleshoot technical elements.
- Keep your team focused on engaging with customers.
Starlight Exhibitions ensures your product launch stand doesn’t just look good, but performs well, making a powerful impression and driving results.
