The low-down on internal product launches
The why, what and how of Internal Product Launches
One of Mágico’s areas of expertise is Internal Product Launches (IPLs). So I thought I’d use this 90 Seconds of Magic to give you the low-down on the why, what and how of IPLs.
Why should you host an internal product launch?
Your team is your biggest brand advocate. So getting them involved in the latest news is as important as the experiences you create for your customers.
Introducing new products developments and offerings to your team will improve morale and build a sense of culture.
Engaging IPLs build pride in the workplace.
IPLs provide an opportunity to enhance workplace connections.
What should your IPL look like?
An IPL should reflect your brand identity and company values.
It should be a seamless part of your customer marketing plan. It should feel like they come from a single-minded idea.
How to make an internal product launch magical & memorable
1. Careful preparation
Choose a time that causes minimal disruption will result in a higher turnout.
Consider your company's usual rhythm and operations
Aim for a duration of around 60 minutes and no longer than 90.
Choose an accessible location – you'd be amazed at how we can transform a familiar company communal space.
Consider an engaging theme to dictate the tone of delivery.
Have a focal point eg: a display or backdrop to support your these.
2. Attention to details
Send invitations with ample time to ensure guests can prioritise the event in their diary – and send reminders.
Consider what medium would get the most engagement e.g. calendar invite, an emailed video invitation or a physical printed invitation
3. How will guests feel when they arrive?
What’s the first thing they see?
What important messages should they engage with?
Is this the first time some guests have seen the product?
4. Feed the right people the right information
Do you need a 2-tier launch with different levels of information?
Consider how guests should receive the information. Printed collateral? A presentation? Or are there opportunities for a hands-on experience?
It's important not to overwhelm your guests, so refine your information and prioritise the key messages.
5. Consider every touchpoint
Put yourself in your guests’ shoes and walk through their intended experience; from invitation to post-presentation follow-up
Work through the event, including: arrival, greeting, waiting, visibility at seating, food/coffee service etc.
Finally, review departures, takeaway material and post-event follow-up.
6. Check your checklist
Before sending out the invitation, go through your Product Launch Checklist. This should cover information about the product, the IPL and market launch. If you don’t already a checklist, you can download our Product Launch Checklist and edit it to suit your needs. You can also download these guidelines to refer to them later.
Working through these key factors will increase turnout, engagement and enthusiasm of your next IPL.
You can view New News Café Case Study to see how we put these into practice at Sanitarium’s launch their 3 newest products.