How to successfully hold an Internet product launch conference?

The product has been quietly launched for a year and has attracted more than 100,000 users. The boss said it was time to hold a press conference and introduce it to everyone.

So, the task of coordinating the press conference fell on me.

After three months of preparation, the press conference was finally held successfully.

Next, I will talk about how to successfully hold a product launch conference based on my own personal experience.

1. Theme confirmation stage

The importance of theme to a press conference is self-evident. A good theme means strong appeal and communication power. When drafting a topic, there are several factors to consider:

• Positioning of the conference itself: product debut/new product launch/media communication conference/strategic cooperation conference/industry conference…

• Product positioning: target groups/features

• Combined with current public concerns: artificial intelligence / big data …

The positioning of the press conference itself determines the planning and publicity direction of the entire event. Before confirming the theme of the press conference, the positioning of the press conference must be confirmed, especially by communicating well with the boss.

After confirming the positioning, the theme of the press conference will be finalized based on the product's own characteristics and hot topics of social concern.

When setting the theme of the press conference, it is best to write multiple sentences around some core keywords , and then make a decision. Of course, the boss must be involved in this step.

2. Press conference process planning

1. Check-in area

There are many forms of sign-in, the most common ones are as follows:

• Paper sign-in at the sign-in table: This method is simple and easy to use, but as an Internet company, this method may be a bit crude.

• Check-in by scanning the QR code at the check-in desk: This generally requires the support of conference platforms, such as Huodongxing, Huodongjia, Duohui, etc.

• Sign in interactively on the big screen: Sign on the interactive screen and capture images at the same time. When the event starts, the sign-in image will be projected onto the big screen. This method is cool, but also more expensive.

2. Interactive Area

• Product experience area

• Mascot and other peripheral display areas

• Photo and Interactive Area

• Raffle Area

3. Tea break area

It is recommended to customize it to match the theme of the conference, and output product brand information, such as logo cards, etc.

• Pastries

• fruit

• Soft drinks

4. Main process of the press conference

• Warm-up video: can be a corporate promotional video, user interview, etc.

• Host opening

• Keynote Speech

• Product launch

• Release Ceremony

• Coffee break

• Roundtable Forum

• Answering journalists' questions/interviewing journalists

• Group photo of guests

The above steps can be randomly combined according to actual conditions and do not have to be comprehensive.

About the duration of the press conference:

It is recommended that the overall duration of the press conference be controlled within about two hours (including tea break time), and the duration of the theme release is about one hour. If the time is too long, it will be detrimental to the delivery of core information.

3. Promotional planning for the press conference

The purpose of a press conference is to convey information. However, in order to make this event more substantial and more interesting, different communication strategies must be used.

1. Warm-up phase

Information leaks at the right time: For example, Apple and Hammer often release some "leaked" news about their new phones before their press conferences to arouse everyone's curiosity.

Invitation letter warm-up: Customized paper invitation letters/electronic invitation letters (H5, etc.). If there are enough designers and technical support, it is recommended to design them according to the theme of the press conference; if not, you can also try to use YiQixiu , MAKA, Chuye, etc., which have rich templates. When sending invitations to everyone, you can encourage them to share the invitations actively.

Poster warm-up: For example, countdown posters can reveal some information about big names and media who will be attending the event in advance. At the same time, QR codes related to the event information can be affixed. In this way, during the process of poster dissemination, the press conference information will also be conveyed, and it may also attract a group of partners.

Do some warm-up activities: for example, you can launch activities on WeChat and Weibo, give fans some gifts, etc.

Preheating on own platforms: WeChat, Weibo and other platforms release information related to the event. It is recommended to do so three days before the conference.

2. Dissemination stage

Live broadcast : Live broadcast has become a trend nowadays. For those who want to come to the scene but cannot for various reasons, watching live broadcast is undoubtedly a good way to participate. There are many platforms and methods for live broadcast. You can choose a platform according to product attributes. For example, those who prefer games can choose Panda TV , Douyu , etc.

Media communications: A press release should be prepared before the press conference. After the press conference, select appropriate photos to fill in the press release and send the press release to various media as soon as possible. It would be best to arrange some exclusive interviews so that the press conference can be covered in more depth, which will help expand its influence.

Own platform communication: After the press conference, it is usually necessary to conduct some activity summaries, which may include the following aspects:

Contents

Participating guests appeared

Launch Ceremony

Highlights of the on-site interaction

…

A good event summary is also a consideration and feedback on the impact of the event.

IV. Invitation to the Conference

1. Guests

Communication should be conducted in advance when the press conference is confirmed. For guests who need to prepare speech materials, more frequent communication is required: participation links - speech topics - how to participate. If necessary, it is necessary to invite guests to rehearse before the press conference.

2. Media

Choose media according to the nature of the product. For example, if it is technology-related, you can choose 36Kr , Titanium Media , Sohu Technology, NetEase Technology, Tencent Technology , etc. It is recommended that the media communication cycle be at least half a month in advance, and dedicated personnel should be assigned to follow up and repeatedly confirm the schedule to ensure that the media can attend on time on the day.

3. User

It is recommended to let users sign up and then screen them, which is a more efficient method.

4. Others

If you want people from related industries and fields to attend the press conference, you can publish it through platforms such as Event Line and Event Home, and then screen them.

5. Selection of conference venue and material preparation

1. Site selection

The choice of venue for a press conference is of great importance. For an Internet company, traditional hotels may not be the best choice. Special venues such as art spaces and art galleries can often give people a bright feeling, and such venues are more malleable. In Beijing, 798 is naturally the first choice. Ullens Art Space and 751DP AR K are both good choices.

2. Material preparation

Souvenirs and accessories

Brochure

Sign-in wall

Sign-in card

Interactive photo wall, interactive photo frame

Microphone brand

LOGO three-dimensional characters

Chair stickers for guest seats, media seats, etc.

Posters, Roll-up Banners

…

These are basically the basic and necessary materials, and all of them require design, so this will also involve collaboration with designers and material suppliers, and time and rhythm need to be controlled. It is particularly important to note that the requirements given to the designer must be clear enough and that sufficient time must be given to the designer. After all, design is not something that can be achieved overnight and requires repeated refinement and polishing. It is also best for the boss to participate in the finalization of the material design.

Of course, if this is outsourced to a third-party company, it may be relatively worry-free, but the cost will be relatively high.

A press conference is a laborious and demanding task that requires the concerted efforts of a team. When dividing up the work, it is important to clearly define responsibilities and rights, maintain high-frequency communication, and ensure that information is synchronized in a timely manner.