How to organise a product launch: a step-by-step guide

A product launch has a few minutes to achieve a lot: the audience must understand what is new, the press must have a story to tell and guests must leave wanting to try it. When it goes well, the event amplifies the launch; when it goes badly, the product is overshadowed by a long speech or a technical problem.

This guide walks through the steps to organise a product launch: goals, timeline, venue, run of show, staging, press, guests and a final checklist.

The essentials in 30 seconds

• One goal and one audience: presenting to the press is not the same as presenting to distributors, clients or content creators.
• The product takes centre stage: let people see it, touch it and try it.
• A short presentation: 15 to 20 minutes on stage is enough; the rest is experience.
• Start early: 8 to 12 weeks ahead for a launch with press.
• Think about content: photos, video and social posts should leave the event ready to publish.

1. Define the goal and the audience

Before choosing a date or venue, answer two questions: what do you want to achieve and who are you telling? A press launch seeks coverage; a distributor launch, orders; a client launch, sales and loyalty; a launch with content creators, reach on social media. The audience decides the time, format, tone and even the catering.

2. Set the timeline

• 8 to 12 weeks ahead: goals, budget, date and venue.
• 4 to 6 weeks ahead: invitations, suppliers, script and staging design.
• 2 to 3 weeks ahead: press release, press kit, reminders and confirmations.
• The week of the event: technical rehearsal, final lists and press pack.

Choose the date by checking the calendar: avoid clashing with trade fairs, big industry events or public holidays. For the press, weekday mornings work best; for clients and guests, the afternoon or early evening.

3. Choose the venue

The venue should say something about the product: a terrace with views for a lifestyle launch, a hall with a stage for a big presentation, a club for a brand launch with a party. It also needs technical kit, an area for the demo and another for the cocktail and interviews. Here is our checklist for choosing a venue.

4. Write the run of show

An example for a launch of about two hours:

• 19:00 · Welcome, accreditation and welcome drink.
• 19:30 · Welcome and presentation on stage, 15-20 minutes.
• 19:50 · Demo or product experience.
• 20:10 · Press questions and interviews in a separate area.
• 20:15 · Cocktail, photocall and social media content.
• 21:30 · Close.

Rehearse with the speakers, time each block and leave a margin for the unexpected.

5. Get the staging right

• The product visible from the moment people walk in: displays, a try-out area and good lighting.
• Screen and sound that can be seen and heard from anywhere.
• Lighting that highlights the stage and the product.
• Photocall and venue branding so every photo carries the brand.
• A surprise moment, such as a reveal, a performance or a live test, that provides the photo of the day.

6. Press, content creators and social media

• Press release and press kit with high-quality photos, available on the day.
• An embargo if the news cannot be published before a specific time.
• A quiet interview area, separate from the cocktail.
• Stable wifi and, if needed, streaming for those who cannot attend.
• Content designed for social media: photogenic spots, moments to film and a hashtag.

7. Guests and accreditation

Send invitations early, ask for confirmation and send a reminder a few days before. Prepare lists by type of guest (press, clients, team) and a quick accreditation system so nobody queues at the door.

8. Catering and experience

The cocktail is the moment for conversation. Go for finger food that is easy to eat standing up, well-served drinks and, if it fits, a nod to the product on the menu or a cocktail named after the launch.

9. Measure the results

After the event, gather media and social coverage, the contacts and orders generated and guests' feedback. That tells you what to repeat at the next launch.

Final checklist

1. Goal and audience defined.
2. Date with no major clashes.
3. Venue with technical kit, demo area and cocktail area.
4. Timed and rehearsed run of show.
5. Product visible, with a try-out area.
6. Press release, press kit and photos ready.
7. Invitations, confirmations and reminders.
8. Fast accreditation at the entrance.
9. Catering suited to the format.
10. A plan to measure results.

Product launches at Palau Alameda

Palau Alameda, on Paseo de la Alameda, combines three spaces that adapt to each launch:

• Àtic: a panoramic terrace for launches with views, up to 550 people for a cocktail.
• La Gran Sala: a stage and audiovisual equipment for big presentations, up to 800 people.
• Azza: a private club for brand launches with a party, up to 500 people.

The team handles technical kit (screens, microphones, cameras and streaming), catering, staff, accreditation and venue branding. Launches held here include the Los Cabos destination by Catai and Visit Los Cabos in La Gran Sala and the World Class cocktail competition at Àtic. More information on our private events page.

Frequently asked questions

How do you organise a product launch?

Define the goal and audience, set a timeline and budget, choose a venue with technical kit and areas for the demo and cocktail, write a short run of show, get the staging right, prepare press and guests and measure the results.

How far ahead should you organise a product launch?

8 to 12 weeks for a launch with press and guests. Invitations should go out 4 to 6 weeks before.

How long should a product launch last?

The on-stage part, 15 to 20 minutes. The whole event, with welcome, demo and cocktail, usually lasts about two hours.

What time is best for a press launch?

Weekday mornings, between 10:00 and 12:00, so journalists can publish the same day. For clients and guests, the afternoon or early evening works better.

What does a venue need for a product launch?

A stage or presentation area, screens and sound, good lighting, stable wifi, an area to try the product, another for the cocktail and a quieter one for interviews, plus catering and staff.

What should you prepare for the press?

A press release and a press kit with high-quality photos, a quiet interview area, stable wifi and, if the news cannot go out before a specific time, an embargo communicated in advance.