The Necessity of Product Launches

Be it a new product or a relaunch, these events have become a costly marketing strategy. The competition to have the biggest and best launch events has no limits and where there is no limits, normally means it comes with a heavy price. Unless it is one of the top brands like Nike and Adidas, are the more understated brands really making a potential increased profit from this strategy?

The want of making a product launch an exclusive event makes the task of  marketing the product even more difficult. The money put into the event can all be a waste unless you have the right audience attending. Can these understated brands really ensure they are inviting the right people to promote their brand? One night really can be the make or break of establishing a product.

Only Nike know how

Nike being one of the super giants in the street-wear business are keen to buck all trends. By refusing to let the preconceptions of what a launch party should entail, on 26^th March they managed to create a worldwide legacy for their “Air Max” trainers.

Using the 27^th anniversary of the revolutionary trainers as a platform, Nike declared 26^th March “ Worldwide Air Max Day”, sparking global celebrations of all forms of the bubble encompassed profile.

The celebrations beginning in the East, most notably a monumental event in Shanghai, based in an oversized Nike shoebox as the venue, the party included Dj’s, a special guest-list of China’s biggest Nike fans and of course the focal point being the new Air Max 1 Birthday edition trainers. Singapore based artist “SBTG” specifically customized several pairs of the limited trainers for display during the event. The event kicked up quite a stir amongst the Asian street-wear press with nearly every blog or website giving the launch a mention in some form.

Likewise in L.A parties had been planned. Street-wear giants “Undefeated” also wanting to get in on the hype of Air Max day hosted an exclusive party inviting only completion winners as V.I.P guests. The competition encouraged local trainer enthusiasts to post pictures of them wearing their Air Max, using the punch line “SHOW US HOW YOU WEAR YOUR AIR”. The most creative photos were selected as winners certifying the events attendees were the most devout of Air Max fans. The Word spread quickly and the hash tag was continuously used long after the event had finished.

Closer to home, Air Max fever also swept Britain’s independent sneaker shops that were hosting impromptu parties for local enthusiasts. Instagram and twitter again were both awash with pictures of people’s favourite Air Max designs spreading the word of Air Max day far and wide, completing a truly global launch party that is no doubt set to become an annual event.

By successfully capturing the imagination of their customers, skilfully building on the legacy of the trainer and using their global social media platform they managed to transform a launch party into an international trainer based holiday.

It goes without saying the limited edition release sold-out globally in less than 24 hours……

“It’s the little things that matter”

It’s understandable to think that attendees of any product launch party will notice the more obvious or “in your face” features on display. However, the less noticeable aspects of a product launch party are what make the event more memorable and affective. Taking into consideration to what the targeted audience of any launch party may notice or enjoy being a part of is crucial. After all, it’s the little things that matter…

Depending on what the product is and the general theme of any launch party, live music and DJ performances help create a suitable atmosphere for any guest who attends the event. Music allows the brand to capture the theme of the product, whilst creating a more enjoyable experience for guests. Whether it’s a band performing live on stage, a DJ spinning some tunes on the turntables, or simply an Ipod plugged into a speaker, the addition of music will help bring the event to life. Turning what could be a dull room full of people, into an exciting, mood-lifting atmosphere.

At the re-launch of Addidas’ Stan Smith shoe, through the use of tablets they provided their guests an opportunity to “Stan themselves”. Guests were able to take “selfies” of themselves at the re-launch party and within a matter of seconds they were given a print of the picture on a sticker. This creative idea helped capture the uniqueness of the event, whilst providing an exclusive piece of memorabilia for guests to take home with them.

Providing food and drink at a product launch party may be seen as a simple idea to keep your guests happy. However, this simple idea creates the opportunity for a brand to be creative and inject a sense of individuality to what they are providing for their guests. Nike did just that at their SB launch party held at Size!. Beer was served in plastic cups to the guests, with the brands logo printed across the side of the cup. While this may not be the most imaginative idea, the brand is taking a simple aspect of the event and converting it into an exclusive experience that has been provided only for guests of the launch party. 

The aspects of an 'exciting' launch

Creating a successful launch relies heavily on promoting an experience rather than just a product. It has became an ongoing battle of company brands, to how far they can push their launch events in order to stand out from the crowd. It can all begin with a single invitation......

Adidas, Stan Smith Relaunch Party invite

The anticipation of being invited to an exclusive event such as a launch immediately pushes expectations of a night not to be missed. Every detail of the event can not abide by your standard procedures.. from the music to the layout of the venue, the more obscure the better!

 Once there you are getting the opportunity to see products first hand and be able to get ahead of the trend. The idea of having something first is enough to persuade any purchase. To have these products displayed in an unusual and inviting way just teases the guest even more! The combination of minimalist venues, hipster vibes and enticing products reveals the ultimate night out in this era.

The 'Launch Event'

A launch event can be a critical time in a product life cycle. A launch presents the first real opportunity for the market to connect with the product and with this provides a unique chance to establish a relation with its customer in a much deeper way than that of an advertisement or marketing campaign. With this in mind it is crucial that a business takes the appropriate steps towards an innovative and successful launch event.

“Street-wear” brands in recent years have encompassed the product launch thoroughly in their marketing strategies; creating unique experiences such as one-off parties that aim to become the ‘talk of the town’, ensuring their own niche within the product launch category. A range of inspiring events of all shapes and sizes ensure that exploration into the world of street-wear launches makes for a colourful read.

Through combining helpful tips and insights with examples of the more inspiring street-wear launches, we hope to provide a platform on which a framework for an out of this world product launch can be built.