How to organise a product launch event

A product launch works best when the product story, guest journey and live demonstration are planned together. Start by fixing the audience and registration process, then build the presentation around verified product information. In the final week, confirm catering, deliveries, speakers and technical equipment rather than assuming everything is covered. On the day, keep one person responsible for timing, product access and last-minute decisions.

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The plan, step by step

Every task with its own sub-checklist, in the order you'll actually need them.

Preparations

1
Compile guest list
2 people
2
Send invitations
2 people
3
Open the registration form
4
Collect product information
2 people
5
Compile the presentation
2 people
6
Develop demonstration scenario
2 people
7
Process registrations
2 people
8
Collect dietary requirements
9
Send reminder
10
Order catering
11
Order drinks
12
Brief the presenter
2 people
13
Brief speakers
2 people
14
Brief the photographer
15
Test the equipment
2 people
16
Check products
2 people
17
Prepare name badges
2 people
18
Compile press kits
2 people
19
Print presentation materials
20
Make route signs
21
Confirm venue
22
Confirm deliveries
23
Do the shopping
2 people
24
Collect materials
2 people
25
Load products
2 people

Event

26
Open venue
2 people
27
Receive deliveries
2 people
28
Set up tables and chairs
4 people
29
Set up registration desk
2 people
30
Set up product tables
3 people
31
Set up the presentation area
3 people
32
Hang up decorations
3 people
33
Set up the lighting
2 people
34
Connect the sound system
2 people
35
Upload presentation
36
Test product demo
3 people
37
Set up catering
3 people
38
Chill drinks
2 people
39
Set up coffee station
2 people
40
Lay out press folders
41
Hold team briefing
5 people
42
Staff the registration desk
2 people
43
Welcome guests
3 people
44
Hand out name badges
2 people
45
Serve welcome drinks
3 people
46
Support the product demo
3 people
47
Deliver the presentation
2 people
48
Answer guest questions
3 people
49
Coordinate press interviews
2 people
50
Serve snacks
3 people
51
Refill drinks
2 people
52
Restock the buffet
3 people
53
Serve dinner
4 people
54
Monitor the product tables
2 people
55
Record contact details
2 people
56
Manage social media
57
See off the last guests
2 people
58
Store products safely
2 people

Aftercare

59
Collect waste
3 people
60
Collect tableware
3 people
61
Dismantle furniture
4 people
62
Switch off the equipment
2 people
63
Clean the venue
4 people
64
Pack up materials
3 people
65
Return rental items
2 people
66
Store leftover catering
2 people
67
Send thank-you message
68
Send press materials afterward
69
Enter leads
2 people
70
Select photos
71
Check invoices

What to bring

Grouped the way you'd shop for it, with quantities.

Furniture

Reception tableqty 2
Bistro tablesqty 10
Dining tablesqty 8
Chairsqty 90
Lounge chairsqty 12
Stoolsqty 12
Tableclothsqty 18
Clothes racksqty 2

Tableware

Dinner platesqty 100
Dessert platesqty 100
Coffee cupsqty 100
Water glassesqty 120
Wine glassesqty 100
Champagne glassesqty 100
Knivesqty 100
Forksqty 100
Spoonsqty 100
Serving utensilsqty 12

Equipment

Projector
Projection screen
Laptop
Speakersqty 2
Wireless microphonesqty 2
Microphone standsqty 2
Presentation clicker
Extension cordsqty 6
Power stripsqty 8
Charging stationsqty 2
Coolersqty 4
Cash drawer
Label printer

Decorations

Product postersqty 6
Roll-up bannersqty 3
Table décorqty 10
Flower arrangementsqty 6
Buntingqty 8
Wayfinding signsqty 8
Name badgesqty 100
Badge holdersqty 100
Table numbersqty 10
Photo backdrop

Catering

Groceries

Kitchen

Coffee machinesqty 2
Kettlesqty 2
Hot drink urnsqty 6
Serving plattersqty 20
Serving trays with lidsqty 10
Cutting boardsqty 4
Chef's knivesqty 4
Serving spoonsqty 10
Thermos flasksqty 6
Coolersqty 6
Bottle openersqty 4
Corkscrewsqty 4
Waste binsqty 8

Lighting

LED spotlightsqty 8
String lightsqty 6
Table lampsqty 10

Cleaning

Vacuum cleaner
Mopsqty 3
Bucketsqty 3
Broom setsqty 2
Cleaning glovesqty 6
Microfiber clothsqty 20
All-purpose cleanerqty 4
Glass cleanerqty 2
Floor cleanerqty 2

Other

Clipboardsqty 4
Pensqty 30
Notepadsqty 30
Press kitsqty 25
Product brochuresqty 100
Business cardsqty 300
Cable tiesqty 100
Gaffer tapeqty 6
Scissor setsqty 4
Utility knivesqty 2
Spare batteriesqty 40
Extended charging cablesqty 10

Tips

Start with the guest list and registration form before ordering catering. Collect dietary requirements during registration, then use the final numbers to confirm food, drinks and seating about one week before the launch.
Build the presentation only after collecting and checking the product information. Write the demonstration scenario separately, including who handles the product, what happens if the demo fails and how long each section may take.
Schedule a full equipment test at least 24 hours before guests arrive. Test the laptop, projector, screen, speakers, wireless microphones, clicker, extension cords and power strips together in the actual room.
Brief the presenter, speakers and photographer with one shared running order at least two days in advance. Include arrival times, speaking limits, the demonstration sequence and any products or press kits they need to handle.
Treat deliveries and product access as a separate workstream. Confirm the venue, route signs, catering and drink deliveries, then load and check every product before doors open instead of unpacking during registration.

Frequently asked questions

How far in advance should you plan a product launch event?: Allow at least 6 to 8 weeks for a small or medium-sized launch. Use the first two weeks for the guest list, venue and product information, and leave the final week for confirmations, printing and rehearsals.
When should invitations for a product launch be sent?: Send invitations 4 to 6 weeks before the event, with a registration deadline about 10 days beforehand. Send a reminder 3 to 5 days before the launch once attendance and dietary requirements are clear.
How do you plan a product demonstration at a launch?: Write the demonstration scenario at least 2 weeks before the event and rehearse it once with the actual product. Keep the live demonstration to roughly 10 to 15 minutes, with a backup explanation if equipment or the product fails.
When should you test the technology for a product launch?: Complete the main equipment test 24 to 48 hours before the event, then repeat a short check 60 to 90 minutes before guests arrive. Confirm power, presentation files, microphones, sound, projection and charging stations in the room.

Start this plan in Lizzt

Every task and item on this page, ready in your own event. Invite people, split the work, and see who has done what.