Product Launch Event Planning Checklist

A well-executed product launch event generates excitement, media coverage, and sales momentum. Whether you're launching to customers, industry partners, or the media, this checklist ensures nothing is overlooked.

Pre-Planning Phase (8-12 Weeks Out)

Define Your Launch

☐ Clarify launch objectives (sales, awareness, media coverage)
☐ Define key messages about the product
☐ Identify target audience for the event
☐ Set budget with contingency (10-15%)
☐ Establish success metrics
☐ Get stakeholder sign-off on approach

Guest List Strategy

☐ Identify key invitee categories (customers, media, partners, staff)
☐ Prioritise must-have attendees
☐ Determine capacity constraints
☐ Plan tiered invitation strategy if needed
☐ Consider VIP pre-launch or post-event access

Venue Selection

☐ Determine required capacity
☐ Consider brand alignment with venue style
☐ Check availability for preferred dates
☐ Assess AV capabilities for presentations and demos
☐ Confirm display and staging options
☐ Book venue and pay deposit

Planning Phase (4-8 Weeks Out)

Event Format

☐ Design event flow and program
☐ Plan keynote or presentation content
☐ Arrange product demonstration approach
☐ Schedule Q&A or media opportunities
☐ Plan networking or hands-on time
☐ Determine event duration

Technical and Production

☐ Book AV production support
☐ Plan presentation visuals and videos
☐ Arrange product display requirements
☐ Coordinate lighting and staging
☐ Plan livestream if extending reach
☐ Arrange photography and videography

Marketing and Communications

☐ Develop invitation design and copy
☐ Create event landing page or RSVP system
☐ Prepare media release
☐ Develop social media content plan
☐ Create event hashtag
☐ Prepare press kit materials

Catering and Hospitality

☐ Select catering style (cocktail, sit-down, etc.)
☐ Finalise menu aligned with brand
☐ Plan beverage service
☐ Arrange branded elements if desired
☐ Confirm dietary requirements process

Execution Phase (2-4 Weeks Out)

Invitations and RSVPs

☐ Send invitations to priority list
☐ Track RSVPs and follow up non-responders
☐ Manage waitlist if over-subscribed
☐ Send reminders one week before
☐ Prepare final attendee list

Media Relations

☐ Send media invitations
☐ Confirm media attendance
☐ Prepare spokesperson briefing
☐ Arrange media interview schedule
☐ Prepare media kits (digital and physical)
☐ Plan embargo timing if applicable

Production and Materials

☐ Finalise presentation content
☐ Produce printed materials
☐ Prepare product samples or demos
☐ Create signage and branding
☐ Arrange giveaways or gift bags
☐ Prepare name badges

Team Briefing

☐ Assign roles and responsibilities
☐ Brief all staff on product messaging
☐ Prepare FAQ document for team
☐ Share run sheet with all involved
☐ Conduct rehearsal if major presentation

Event Day

Setup (Arrive 2-3 Hours Early)

☐ Confirm room setup matches brief
☐ Test all AV equipment
☐ Run through presentation and videos
☐ Set up product displays
☐ Position signage and branding
☐ Prepare registration area
☐ Brief venue staff on timeline
☐ Confirm catering timing

During the Event

☐ Welcome VIPs and media personally
☐ Monitor schedule and timing
☐ Coordinate media interviews
☐ Capture photos and social content
☐ Monitor social media and event hashtag
☐ Handle any issues discreetly
☐ Collect contact information for follow-up

Post-Event

☐ Collect all materials and equipment
☐ Thank venue staff
☐ Secure any unused products or materials
☐ Note immediate feedback and issues

Post-Launch Follow-Up

Within 24-48 Hours

☐ Send thank you emails to attendees
☐ Share event photos and content
☐ Distribute press release to non-attendees
☐ Follow up media for coverage
☐ Post event content on social media
☐ Share video or livestream recording

Within 1-2 Weeks

☐ Track media coverage and mentions
☐ Analyse attendance vs. invitations
☐ Review event against objectives
☐ Collate feedback
☐ Follow up sales leads generated
☐ Process invoices and finalise budget
☐ Document learnings for future events

Venue Requirements for Product Launches

Your launch venue should support your product story:

Staging: Prominent area for presentations and reveals
Lighting: Controllable for dramatic reveals and demos
AV quality: Professional sound and visuals essential
Display space: Areas for product interaction
Media area: Space for interviews and photo opportunities
Flow: Logical movement from welcome to reveal to networking

Product Launch Venues in Brisbane South

KP Centre in Shailer Park offers professional facilities for product launches:

Auditorium One: Major launches up to 350 with full stage and professional AV
Auditorium Two: Targeted launches and demos up to 200
Stage facilities: Professional presentation platform
Lighting control: Create atmosphere and impact
Flexible space: Configure for reveal, demos, and networking
Free parking: 200 spaces for guests and media
Easy access: M1 motorway location