THE PANEL
Dominic Franks project director, The Persuaders
Joe Macgregor managing director, Sprout
Guy Stevenson director, Closer
Jaclyn Wilson head of events, The Bank
What are the key elements needed for a product launch?
Jaclyn Wilson A venue that inspires and is relevant to the target audience. Precision-perfect hospitality served to the right guest list that doesn't just buy the product but sells it. It must be unique and therefore memorable, promoting the desire to buy. Finally, a creative concept that has the punters intrigued from the minute they see the pre-event PR.
Guy Stevenson A thorough understanding of both the brand and your attendees - connecting all touch points to the product being launched - will ensure you're well on the way to meeting client objectives and exceeding audience expectations.
What are the most challenging factors in creating a successful product launch?
JW Getting the right audience in the first place and then creating something they haven't experienced before. Finding a venue that suits the client, the audience and your creative idea and is available on the date you need. Managing the restrictions of the venue and get-in times with the technical demands of the creative idea.
Joe Macgregor A challenging factor is how to engage the audience. It's not enough to just grab people's attention, you must connect with them. If this happens, the product launch can be elevated to a higher level.
Dominic Franks Balancing your own design and production needs with the desires and wishes of your client.
How are they measured?
JM Traditional qualitative and quantitative measurements can take place, but if a connection has been made with the audience and a buzz around the product is achieved, feedback from the audience will be immediately visible in their reaction and comments.
GS Return on investment is a thorny issue because no single or effective unit of measurement exists. While the mix of delegate/client satisfaction (through feedback forms) is the usual method, measuring audience satisfaction in the short term, and motivation in the long term is vital. Media exposure and future sales have also been known to count.
What is the most impressive product launch you have witnessed that wasn't your own and why?
JM The Toyota Auris launch at the Frankfurt Motor Show was impressive. The launch overcame the restrictions of a show stand very dramatically. A countdown clock, a powerful film, slick choreography and a gold-filled vault added huge drama and impact to the event.
DF The Diesel Maze, which I believe was a launch of its collection. Guests went through a maze where, on each corner, a model showed the collection. It was a visual treat.
GS Fiat's placing of its 500 car in a London Eye capsule was an outrageous publicity stunt and a memorable premiere. The supporting live event ensured headlines were made, and the fact that it took to the air 500 hours into the New Year gave the whole celebration a memorable rationale.
Where is inspiration for a product launch drawn from?
GS A successful launch should be inspired by the product in question. Consequently, the message and execution for the launch will often come from the same source - either its heritage or, if it's brand new to the market, its unique selling point.
DF Firstly and most importantly from the product and what the client is trying to communicate. We always try and draw on the stunning visuals from the past 100 years of film, photography and art. This way our client's product will have 100 per cent stand-out.
What would be your dream product to launch?
JW A unique product such as the Burj Al Arab in Dubai, the world's tallest building, or a stunning piece of new technology such as a new version of the Vertu phone.
JM Virgin Galactic would be a dream product to launch and would need a creative solution that would literally be out of this world.
DF I love what Apple is doing right now, and it would be an exciting honour to launch new products for this brand.
GS Surely it's more about a dream brief and budget? After all, there are limitations to launching a Ferrari when you can afford Newhaven but not New York. That said, blockbuster movie premieres offer a unique combination of budget, story, and star quality that would prove hard to beat. Can we put our name down to launch the Blade Runner sequel?
What is the most hostile audience you have faced and how did you counter it?
GS I remember an event 20 years ago where the launch was marred by a third of the audience being sacked by management in the opening session. Imagine raising the spirits of the remaining audience for the rest of the event.
JW Product launches for alcohol brands are, not surprisingly, inherently messy and over-demanding B-list celebrities usually involve some battles. The audience start off relatively friendly but some get increasingly hostile as the night progresses and the alcohol gets devoured. The answer is to be tactful but firm, lots of security and babysitting.
DF A magazine launch where the hosts invited a lot of their advertisers who had no interest in the publication or the creative event and too much interest in the free bar. Our living art pieces were not happy, but we carried on regardless - after all, the show must go on.
EXPERTS' CHOICE
Our product launches club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Jaclyn Wilson
Music Room
Il Botaccio
Roundhouse
Victoria & Albert Museum
33 Portland House
Joe Macgregor
Teatro Massimo, Sicily
St John's Hospital, Malta
Old Billingsgate
Cass Sculpture Park, Sussex
Ackergill Tower, Wick
Dominic Franks
The Red Spot, Singapore
Fradia, Seoul
Fabrica De Tapices, Madrid
33 Portland Place
One Marylebone Road
Guy Stevenson
Hesperia Tower
Hotel, Barcelona
Palau De Les Arts, Valencia
Hotel Estrel, Berlin
Abama Resort, Tenerife
Forte Village, Sardinia
SUPPLIERS
Jaclyn Wilson
Delta Sound;
Essential Lighting
Conference Technical Facilities;
Blackout;
Stage One
Dominic Franks
HFM Lighting;
The Recipe;
Cutting Edge;
Fantastic;
Ring-a-Roses
Guy Stevenson
The Drive Agency;
Creative Technology;
Unusual Rigging;
The Admirable Crichton
Showforce