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First impressions are everything; we make our mind up about people in the first seven seconds of meeting them. So, whether you’re a start-up company finding your feet or an established business with a new product, a great launch event can be the difference between a flop and a flying success.

From employing brilliant promo staff to picking the right location, make a great first impression on your future clients by following these five steps:

1. Know your aims

Whether it’s to make sales, or create a media stir, identifying what you want to achieve from your launch is a great place to start. Without this crucial step, you won’t be able to accurately measure the success and value of your event. Explain these to your promo girls and guys early on so that everyone is on the same page.

2. Read the room

Once you know what you want, you can target the right people to invite to the event. If it’s a PR stunt, make sure you’ve got all the relevant editors and reporters involved or if it’s to drive sales, get all the key buyers from the industry there. From there you can make your event tailored specifically to their needs.

3. Build a great team

Use an established agency to provide you with experienced promo staff. If you’ve got motivated and highly trained staff they will be able to create the perfect atmosphere and image that you want for your brand.

4. Location, location, location

Host it at a relevant location; you want the site of your launch to reflect what your product is about. It could be a trade show, which would mean you’ve got a ready-made audience waiting for you.

Alternatively, it could be as simple as a shop/street stand or as creative as a catwalk show by your promo girls.

5. Create an incentive

Jazz up your message and give the audience a reason to be there! Give out free samples, have exciting demonstrations, offer fantastic discounts or put on a show. Whatever it is, make it bold and memorable – and make it audience specific!

The event is just the beginning of your launch; make sure that you keep up the good work by analysing what you’ve found out. Record the contacts you’ve made and build on the foundations.

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