How to organise a product launch event

A product launch needs a clear sequence: define the launch goal, secure the venue and suppliers, then build the guest experience around the product. Registrations, dietary requirements and speaker details need to be closed before you print badges or prepare catering. In the final week, test the demo products, presentation screen and microphones together rather than separately. On the day, check access, set up reception and presentation areas, and keep products packed securely until the demonstration.

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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
Define launch goals
2 people
2
Reserve venue
3
Book catering
4
Reserve photographer
5
Design invitation
2 people
6
Compile the guest list
2 people
7
Send invitations
2 people
8
Process registrations
9
Collect dietary requirements
10
Send reminder
11
Create final guest list
12
Prepare name badges
2 people
13
Complete the presentation
2 people
14
Prepare product demo
2 people
15
Test demo products
2 people
16
Test presentation screen
2 people
17
Print promotional materials
18
Compile press kits
2 people
19
Prepare the speaker briefing
20
Send speaker briefing
21
Do the shopping
2 people
22
Pack products securely
2 people
23
Check location and access
2 people
24
Have furniture set up
3 people
25
Set up tables
3 people
26
Set up chairs
3 people
27
Set up the reception desk
2 people
28
Set up product display
3 people
29
Set up demo areas
3 people
30
Hang up signage
2 people
31
Hang up decorations
2 people
32
Connect presentation screen
2 people
33
Test microphones
2 people
34
Check the lighting
35
Set up catering
3 people
36
Chill drinks
2 people
37
Prepare snacks
3 people
38
Lay out press folders
2 people
39
Lay out name badges
2 people
40
Carry out the final technical test
2 people
41
Give the team briefing
6 people

Event

42
Staff the registration desk
2 people
43
Welcome guests
3 people
44
Serve welcome drinks
3 people
45
Support the product demo
3 people
46
Deliver the presentation
2 people
47
Answer guest questions
3 people
48
Speak to the press
2 people
49
Take photos
50
Serve snacks
3 people
51
Refill drinks
2 people
52
Collect tableware
2 people
53
Host the networking drinks reception
3 people
54
Restock product display
55
Register guest questions
56
Say goodbye to guests
2 people

Aftercare

57
Pack products safely
2 people
58
Remove decorations
3 people
59
Switch off equipment
2 people
60
Clear tables and chairs
4 people
61
Collect waste
3 people
62
Wash dishes
3 people
63
Clean the venue
4 people
64
Return borrowed materials
2 people
65
Store photos securely
66
Send press materials afterward
67
Send thank-you message
68
Confirm follow-up appointments

What to bring

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

Furniture

Cocktail tablesqty 8
Presentation tablesqty 4
Chairsqty 80
Reception desk
Waste binsqty 6

Tableware

Wine glassesqty 100
Water glassesqty 100
Coffee cupsqty 80
Platesqty 100
Forksqty 100
Knivesqty 100
Spoonsqty 100
Serving traysqty 12

Decorations

Tableclothsqty 12
Flower arrangementsqty 8
Logo backdrop
Product postersqty 8
Directional signsqty 8
Name badgesqty 100
Badge holdersqty 100
Pen setsqty 10

Equipment

Projector
Presentation screen
Laptop
Wireless microphonesqty 2
Speakersqty 2
Microphone stand
Extension cordsqty 6
Power stripsqty 6
Cable tiesqty 2
Power banksqty 4
Demo equipmentqty 6
Charging cablesqty 8
Product standsqty 6

Kitchen

Coffee machinesqty 2
Kettlesqty 2
Thermos flasksqty 4
Coolersqty 4
Ice cube traysqty 4
Serving tongsqty 8
Serving jugsqty 6
Cutting boardsqty 3
Chef's knifeqty 3
Kitchen towelsqty 12
Aluminum foilqty 2

Cleaning

Cleaning bucketsqty 3
Mopsqty 3
Broom and dustpanqty 2
Cleaning sprayqty 3
Microfiber clothsqty 12
Trash bagsqty 50

Catering

Groceries

Tips

Set the launch goal before booking suppliers. Use it to decide whether the event is mainly for press, customers, partners or product demonstrations, because that affects the guest list, room layout and presentation time.
Close registrations before preparing the final guest list and name badges. Send the reminder after collecting dietary requirements, then give catering the final numbers early enough to adjust plates, glasses and serving quantities.
Run a complete technical rehearsal with the laptop, presentation screen, projector, speakers and wireless microphones. Test the actual demo products as well; a slide check alone will not reveal packaging, charging or connection problems.
Plan the room around three flows: reception, presentation and product interaction. Set up the reception desk and directional signs first, leave clear access to the presentation area, and keep extension cords and power strips secured with cable ties.
Prepare the speaker briefing and press kits before the final week. Include arrival instructions, presentation order and product talking points, and keep promotional materials, badges and securely packed products in separate labelled groups.

Frequently asked questions

How far in advance should I start organising a product launch?: Start at least 8 to 12 weeks before the launch. Reserve the venue and key suppliers first, then allow time for invitations, registrations, product testing and the speaker briefing.
When should I send invitations for a product launch?: Send invitations about 4 to 6 weeks before the event. Close registrations roughly 7 to 10 days before the launch so you can confirm dietary requirements, print name badges and give catering a reliable guest count.
When should I test the product demo and presentation equipment?: Do a full technical and product rehearsal 3 to 5 days before the event, then run a short check on arrival. Test the laptop, screen, projector, microphones and speakers with the actual presentation and demo products.
What should I prepare on the day of a product launch?: Allow at least 2 to 3 hours before guests arrive for access checks, furniture, tables, reception, signage and technical setup. Keep products securely packed until the demo area is ready, and complete a final sound and screen check before doors open.

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