Planning a product launch event: a practical 10-week timeline

A product launch event is a chance to introduce something new to customers, partners and the media in a way they remember. It is also a project with many dependencies: venue, guests, content, technology, food, permissions and follow-up. Ten weeks is a comfortable runway for a small to mid-sized launch. Larger events may need longer; smaller ones can compress this plan.

Weeks 10 to 9: purpose, audience and budget

• Define the goal in one sentence: for example, to show the product to dealers and collect pre-orders.
• Decide who must attend, and who would be good to have.
• Set a realistic budget and keep some of it aside for contingencies.
• Choose two or three possible dates, checking for festivals, exams and other local events.
• Agree who in your team makes final decisions.

Weeks 8 to 7: venue, format and key suppliers

• Shortlist and visit venues. Check capacity, parking, power backup, accessibility and sound.
• Decide the format: a stage presentation, a demonstration area, a hands-on experience, or a mix.
• Book essential suppliers early: AV and lighting, catering, decor, photography and videography.
• Confirm any permissions or licences required by the venue or local authorities.

Weeks 6 to 5: invitations and content

• Send save-the-date messages to priority guests.
• Set up online registration so you know numbers in advance.
• Draft the run of show: a minute-by-minute plan of the event.
• Start preparing presentations, product videos or 3D visuals that explain what is new.
• Plan branding: stage backdrop, standees, name badges and signage.

Weeks 4 to 3: confirm and promote

• Send formal invitations with a clear registration link.
• Brief speakers and agree on the length and order of each segment.
• Confirm menus and dietary needs with the caterer.
• Prepare social media posts to announce the launch before, during and after the event.
• If inviting media, prepare a short press note and product images.

Week 2: details and rehearsal

• Send reminders to registered guests with the date, time, location and parking details.
• Finalise the guest list and seating, if any.
• Collect all presentation files and test them on the equipment you will use.
• Assign each team member a clear role on the day.
• Prepare a contact sheet for all suppliers and venue staff.

Week 1: final checks

1. Hold a full technical rehearsal at the venue if possible.
2. Confirm every supplier’s arrival time and setup needs.
3. Prepare a backup plan for power, internet and key equipment.
4. Print or prepare check-in lists and name badges.
5. Send a final reminder the day before the event.

Event day

Arrive early, walk through the venue, and test everything again. Keep one person free to solve problems rather than giving every team member a fixed task. Stick to the run of show, but stay flexible: guests will remember the experience and the product, not whether a segment started three minutes late.

After the event: the part most people skip

• Send a thank-you message to guests within a day or two, with photos or a short video.
• Follow up on every enquiry or pre-order while interest is fresh.
• Share event highlights on your website and social media.
• Review the budget and note what you would change next time.

A launch event is only as useful as the follow-up that comes after it. Plan that follow-up before the event, so nobody is left wondering who calls whom.