WELCOME TO THE LOW DOWN ON INTERNAL PRODUCT LAUNCHES. One of Mágico’s areas of expertise is Internal Product Launches. So I thought I’d use this 90 Seconds of Magic to give you the low-down on the why, what and how of Internal Product Launches. 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 internal product launch 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 our Product Launch Guidelines to refer to them later.

Holocene. Cretaceous. Jurassic. Devonian....we have entered a new epoch of life. Emerging from the murk of our living room forts and home offices blurry-eyed in the bright autumn sun. We are determined to find our way in this alien new world. We’ve been told what to do, how far to stand, where we can go and who we can see. And what an amazing effect it has had on the invaders. Hats off to us all. But if hoarding loo paper pre-lockdown was about control (cultural, not intestinal) in times of uncertainty, we are now entering a time of defiance. We’re back. And we want our luxuries. We want our cheeseburgers, our coffee, our secret herbs and spices, our fresh tattoos and a fresh fade for the bonce. And we’re prepared to stand in line at midnight for them. Life has changed. We haven’t...much. Lockdown has been a dramatically life-changing event for many of us. For the other 98% of us, this has been a ‘life-tweaking’ event. There’s definitely a feeling that we’ve accepted the change but we’re not willing to give up our simple pleasures. With every drive-thru coffee or Wicked Wing, we’re shouting, “ Take that COVID-19! You can take away my European Cruise, but you’ll never take away my freedom...I mean, my fancy almond croissant .” In this post-lockdown, travel restricted world, luxuries will be re-evaluated. Snorkelling in the tropics will be replaced with bubbles in a new spa pool. A family trip to Germany will be replaced with a schnauzer puppy. Twelve-course degustation’s will be replaced by a bucket of the Colonel’s finest, and an all-night drinking session in the city with friends will be replaced with an all-night drinking session in the city with friends, sitting down. If anyone can adapt, it’s us Koi-wois. With our number 8 wire and blah blah blah...you’ve heard it all before. So, what can marketers learn from all of this? Well, it’s simply that Kiwis still believe in treating themselves, and are more than happy to fork out some of their government subsidy for the simple pleasures. But this is also a time where Kiwis are re-evaluating their options; (some of us have even reached for wholemeal flour when the good white stuff ran out. Desperate times these are.) If you’ve got a new product (or an old classic) there’s never been a better time to get it in front of the country. Now is not the time to stop talking to your audiences. Give them options. Give them the chance to consider something new. Give them the chance to support locally made and community-minded. The new normal will be much easier to swallow when we all feel better about ourselves.