• Ellerslie Event Centre

Planning the Perfect Product Launch

You've created a fantastic product and now you're ready to launch it. While that's exciting, it's perhaps a little daunting. So let us walk you through some key pointers to ensure your product launch is a huge success.

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Whether your product is big or small, we have the space to suit.

Our best tips and tricks to a launch event that generates a buzz for your product:

Clarify the event purpose

It's easy to think the product launch is all about your product - and of course, your product is the star of the show. But your launch must consider your target market first.

Ask yourself these questions:

· Who is your target market?

· What's their pain point or challenge?

· What do they hope to get from your launch?

· How can you make your launch memorable?

With those questions answered, you'll want to get firm on the goals for your product launch:

· What's the desired outcome of the launch?

· What theme will best suit your product and your guests?

· WHY run this event at all?

Clarifying your vision, purpose and the goals you are setting out to achieve are the first steps to a successful launch.

A 'gram' worthy' Moët activation on our Newmarket Lawn

Choose a venue

The ideal venue has a welcoming atmosphere but allows you to customise the space through creative displays and décor.

Blank walls, such as the chic whitewashed walls in one of our newest function rooms, Tote on Ascot, let you install displays or add temporary wall graphics to keep the focus on your product. A popular pick for product launches, the stables were built in 1885 and were painstakingly restored in 2019. The pièce de résistance is a 'starry sky' oak ceiling featuring hundreds of twinkling light bulbs, lending a sophisticated ambience at any time of the day or night.

When choosing a venue, convenience should also be a consideration. Thus, handy parking (we have plentiful free parking on site) for your guests is a definite bonus.

Finalise your guest list

Before finding your venue, you'll have an idea of the number of people you invite. So, once the venue is booked, firm up your guest list being sure that it includes relevant media outlets and influencers who will be eager to share your product with their customers or followers.

Choose a unique theme

A theme helps to make an event memorable. Once you have settled on a theme that aligns with your product, chat with the events team at the venue about options for décor, food and drinks that will enhance your occasion.

A recent Jose Cuervo 1800 pop-up in our Cuvee Bar and Lawn

Spread the word

Give people plenty of time to put your event in their calendar. A few weeks in advance, send a press release along with invites to journalists and influencers interested in attending the launch.

Get socially savvy

Create hashtags and taglines to build anticipation about your product on social media. You might also create graphics to coincide with the launch, and post countdown images and teaser campaigns to add to the excitement. And encourage guests to use your hashtags to interact with their audiences.

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Get ready to wow on launch day

Take your time

Allow guests the chance to network at the event rather than rushing them through the launch. As a result, they will find the day even more enjoyable and memorable.

Share, share, share

Hire a photographer to take photos of your guests and share them on social media in real-time. Hosting an Instagram live could be an option and be sure to have someone in charge of sharing updates to your social media.

Don't forget the goody bags

Thank your guests for coming with a goody bag, including the launch product and potentially some other items related to the event theme.


Still not sure where to start? We have many spaces to host events of all sizes, plus a dedicated in-house team to help with the planning. We'd love to chat about your perfect product launch.

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