After many years catering to brides and those looking for the perfect evening gown, a recent client of mine felt it was time to extend her international business to Abu Dhabi. Her boutique offers a new concept for the capital and it needed a launch party to announce its arrival in the market.
One of the main reasons for throwing such an event is to get others to notice – to alert them of the brand’s presence and its unique in-store experience. And it’s the experience that gives this boutique its competitive advantage.
So the brand attempted to do this by hosting an event at the boutique itself – allowing potential clients and guests to see the bridal and evening gowns firsthand and speak to the founder and sales managers.
But we needed a creative approach to ensure the guests developed a personal connection to the brand, to ensure they could spread the word more effectively.
We decided to dress our star guest, a local influencer, in an evening gown from the boutique along with a diamond set from a brand the store collaborates with. The star chose a dress that suited her own tastes and wore it along with the diamond set for the entire evening – all the time sharing her experience of wearing the gown with the other guests.
The company could have hosted the event at a hotel venue, but its unique selling point was the boutique itself, and the personal experience each customer receives. This was why it was essential to hold it there. The ambience had to match as well, so a violinist provided the background music instead of a DJ.
Launching or introducing a product or brand to a new market can be a hard task, and the launch event can be the most stressful part for business owners. However, investing so much in the early product life cycle through PR awareness and launch events can generate a lot of sales for a business.
The truth is not every company or brand is offering the next iPod or Lamborghini, so launch parties have become the norm for many start-up entrepreneurs and larger businesses. But it means those in the media are flooded with party invitations. That still should not discourage entrepreneurs from organising an event that will draw the right crowd and create a buzz.
I have found that the following helps:
• Pinpoint the reason you are holding the event. Do you want to create brand awareness within the media or would you like to drive sales? Perhaps you want both. If you are looking for media coverage, then consider a press day or an event solely for media members and bloggers to introduce your product or company. One option is to combine both – hold a press event first, followed directly by the launch party for other guests.
• Choose your location. The most important factor to consider is proximity for your guests. You want to make sure your target audience can actually get to the event. If you want certain media members to attend but the majority reside in a neighbouring city, then arrange for car rides. The location must also reflect your product or service. If as in my client’s case it is also about the in-store experience, then it is best to host it there. There is no harm in being creative either. Creative approaches include hosting events at unusual places such as rooftops and abandoned warehouses that will intrigue guests to attend. But don’t forget to ensure the party is still easily accessible.
• Give guests a reason to go. With the numerous invitations people receive, especially members of the media, they need a reason to dedicate their time to your event. Perhaps a celebrity will be attending, there will be a raffle draw or they could experiment with your product first-hand. Most importantly, give them something to remember you by to encourage them to talk about your brand.
Throwing a launch party seems may seem a standard for businesses today, but it’s important to define its purpose, narrow down the target audience and provide a memorable experience. Doing so could do wonders for your business.
Manar Al Hinai is an award-winning Emirati writer and communications consultant based in Abu Dhabi. Follow her on Twitter: @manar_alhinai.
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