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New product conference, referred to as the conference. For the business community, holding a new product launch is one of the most important means of communicating and coordinating the relationship with customers.

New Product Launch

New product conference, referred to as the conference. For the business community, holding a new product launch is one of the most important means of communicating and coordinating the relationship with customers.

The general form of a new product release conference is that a business unit or several related business units come forward, invite related customers or potential customers together, hold a meeting at a specific time and a specific place, and announce a new product . For enterprises, the process of new product launch is very important. Because the new product launch of the company is related to future sales, fair and even brilliant process planning will have a positive impact on the launch of new products.

Chinese name

New Product Launch

Foreign name

The new product release conference

Other name

Product launch meetings, new product launches, etc.

Short name

Press conference

The time is usually 10 am or 3 pm, 1-2 hours, about 1.5 hours.

The venue can be selected outdoors or indoors. According to the size of the conference, the indoor conference can be arranged directly in the office of the company or choose a hotel. Hotels have different star ratings. From the perspective of corporate image, important conferences should choose five-star or four-star hotels. In order to reflect authority, it can be held in authoritative places such as the Great Hall of the People (due to the cumbersome review procedures, companies can entrust professional planning companies to plan and organize the entire process)

Hotels have different styles and different positioning. When choosing a hotel style, pay attention to unify with the content of the conference. Also consider the location's convenient transportation and easy to find. Is it convenient to include parking?

When looking for a place for a new product launch, publishers must also consider the following issues:

· Conference hall capacity? The size of the podium? Projection equipment, power? Set, chest microphone, remote microphone? How about related services? Provision of accommodation, wine, food, drinks? Is the price reasonable? Is there a waste of space?

· Background layout. The theme background board, which contains the theme and the date of the meeting, and some will write the city to be held. The colors and fonts should be beautiful and elegant. The colors can be based on the corporate VI. Whether the hotel will arrange for it.

· Hotel exterior layouts, such as hotel exterior banners, vertical banners, air balloons, arched doors, etc. Whether the hotel allows furnishings. Whether there are any restrictions imposed by the local city appearance department.

The main props are microphones and audio equipment. Some of the content that needs to be displayed on a computer also includes a projector, a laptop, an online connection, an Internet connection device, a projection screen, etc. The related equipment must be repeatedly debugged before the press conference to ensure that it does not malfunction.

The background layout and peripheral layout of the new product launch site need to be arranged in advance. There are generally welcome signs at the lobby, elevator entrance, and turns. Generally hotels have this service. You can invite Miss etiquette to welcome you in advance. If it is to arrange a press conference within the enterprise, it is also necessary to arrange personnel to do guest guidance work as appropriate.

The background board of the new product conference mainly sets out the theme of the conference, so you must consider carefully in the design and selection of materials. In recent years, the new product conference mainly uses high-definition photo cloth. So it is very beneficial to create a live atmosphere for the new product launch.

There are a lot of preparatory work to prepare for the new product launch. The most important thing is to choose the right time, arrange the staff, invite reporters, arrange the venue and prepare materials.

1. Choice of timing

Before deciding on the timing of a new product launch conference, one thing should be clear: the best time for the urgency of new product launch should be confirmed.

If, based on the above, confirms that a new product launch is to be held, it is necessary to choose the appropriate timing: avoid holidays and holidays, avoid major local events, avoid press conferences by other units, and avoid contact with the press The propaganda report focuses on the opposite or crashes. Proper timing is the guarantee for the success of a company's new product launch.

2. Arrangement of staff

The key to staffing the company's new product launch conference is to choose a moderator and spokesperson. The host of the press conference should be the public relations minister, the office director or the secretary general of the organizer. The basic conditions are: good-looking, young, strong, knowledgeable, flexible, fluent, humorous, good at grasping the overall situation, guiding questions and controlling the venue, and have extensive experience in chairing meetings.

The press spokesperson is the main person in charge of the unit. In addition to a good reputation in the society and a rapport with the press, its basic requirements are good cultivation, knowledgeable, sensitive, eloquent, and polite .

The new product launch conference also selects a group of courteous reception staff who are responsible for on-site work. Generally, they are young women with good looks, serious and responsible work, and good at social communication. It is worth noting that all staff attending the press conference need to wear the same badge made in advance at the conference. The name, unit, part and position must be written on the badge.

3. Invitation from guests

For the guests attending the new product launch conference, the scope should be determined in advance, and the specific scope should depend on the scope of the topic or the place where the event occurred. In general, attendees should be related to a specific event

In addition, after confirming the invited guests, the invitation should be sent out one week in advance, and a phone reminder should be used before the meeting.

4. Arrangement of the venue

In addition to the location of the new product launch conference, it can be considered to be held in the unit or event location, or it can be rented in a large hotel or hotel. If you want to see the influence of making jade, it can be held in the capital or a large city. The new product launch site should be convenient in transportation, comfortable in condition, and suitable in size. The conference table is best not to be rectangular, but to be round. Everyone forms a circle, the atmosphere is harmonious, and the guests and guests are the same. Of course, this is only suitable for small meetings. Large conferences should be set up

The planning plan of the new product launch conference includes the following seven elements. There are basically no major problems in catching it.

Conference theme

I. Public relations goals:

(1) Long-term goals:

(2) Short-term goals:

Target public:

Psychological needs:

Publicity plan

1.Media advertising strategy

2. Point-of-sale advertising strategy

3. Off-site advertising

List of invited participants

Government agencies:

media:

Authority agency:

Development partners:

New product experience public:

celebrity:

Performance groups:

Fourth, contact information:

V. Reception

Requirements for the activities of the external public

Customer relationship:

Media relations:

Community relations:

Collaborator relationship:

supplier:

Dealer:

Competitor relationship:

Government Relations:

Celebrity Relationship:

Division of labor and coordination

Planning Department: Secretary Department:

Marketing department:

Technical department:

financial department: