How to hold a successful press conference?

TLC's recent new product launch conference was successfully held in Shanghai, and was reported by major media one after another, becoming the climax of the spring new product launch conference. Looking at the exquisite product display at the scene, with all kinds of handsome men and beauties standing around, the editor of Jiayu Culture really had the urge to change to a color TV. With the development of the times, how to hold a successful press conference has become the core competitiveness of enterprises. Jiayu Culture has 15 years of industry experience, has successfully held 3,688 product launch events, has cooperated with thousands of companies, and has been unanimously recognized by customers. Having accumulated so much case experience, the editor of Jiayu Culture is here to summarize the experience of successfully holding a press conference.

First of all, let us take a look at the uniqueness of successful launches in those years:

In recent years, we have seen many excellent new product launches in different industries, from Apple From Xiaomi, Smartisan to FOTILE, etc., each has its own unique charm and sentiment in its industry, but when it comes to the authenticity behind the success of these conferences, three points are very important.

1

Pay attention to the sense of ritual

Life needs a sense of ritual, and so does a brand. Visual symbols, distinctive brand images, and legendary stories are enough to impress consumers, but people still need a certain sense of ritual to strengthen their beliefs in the long term. For brands, new product launches are undoubtedly the best moment to carry out rituals and strengthen brand beliefs.

Just imagine: one day, you receive a beautiful electronic invitation letter and are invited to attend a new product launch conference. The moment you step into the scene, you see a huge staircase, bright lights, a theater-like stage effect, and shocking performance videos and pictures on the big screen. The wise men on the stage are in suits and leather shoes, and are inspiring. Preaching, fans in the audience were packed with people and listened with bated breath.

You feel shocked, even a little sacred, feeling that that day is different from other days, that moment is different from other moments, and the brand on the stage has been deeply rooted in your heart and unforgettable. The most successful representative of this sense of ritual is Apple.

2

Strengthen the sense of participation

Nowadays, the protagonist of the press conference is not only the brand, but also every fan and fan who silently supports the brand. consumer. New product launches without in-depth interaction with the audience often become a traditional promotion ceremony. It is difficult for new product concepts to be deeply rooted in people's hearts. However, if it can stimulate the sense of participation and surprise of core users, they will be very active in helping you spread it for free. and share.

With the help of platform live broadcast, real-time official micro activities, on-site interaction and other methods, users are no longer spectators in the audience or outside the screen. They can deeply experience, participate and enjoy the fun brought by the new product launch conference. ,

3

Reflecting a sense of sophistication

Holding a successful press conference is a meticulous and cumbersome matter, ranging from theme planning to small Guests on the stage hand over the microphone. Every detail is a test for the organizer. If you are not careful, you may leave indelible regrets for the press conference. Only by paying attention to details can the audience experience the best.

How to plan an exciting new product launch

So, in today’s era of rapid information dissemination, how do we plan an exciting new product launch? Corporate new product launch conference to let the entire industry and more and more target customers know and love our brand and products?

You can start with the following steps:

Theme selection

Theme is always the soul of a press conference, and a good press conference is not only “high-end” "Atmosphere and class", the key is to focus on and highlight a "core theme" to leave a deep impression on people; if there are multiple themes, it is recommended to progress in layers to highlight the climax part, so as to avoid creating the most taboo " out of focus" phenomenon.

This part often requires the participation of the company's top management team, starting from the product's positioning, product and brand tone, target group and the biggest appeal of the product, and ultimately determines the theme selection of the press conference, as well as the entire Creative direction.

The biggest creative source of new product launches comes from products. A launch without products will be a mediocre and money-burning show that lacks differentiation.

For example, FOTILE recently held a new product launch conference full of Chinese style, adhering to its "Confucian culture" corporate management philosophy and its long-standing admiration for traditional Chinese culture. FOTILE Starting from the launch, we chose "Love, Degree" as the theme of the press conference, launched new smart kitchen appliances, and tried to convey the new product concept of "Fotile uses love as the source to create just the right smart kitchen appliance experience for users." While promoting new products, it also earned a lot of attention.

Creative expression

This part is the key to determining the aesthetics of a conference audio-visual feast. It is mainly reflected in several links: the effect of the live stage

Live event materials (roll-up banners, banners, media/guest sign-in background boards, exhibition boards, etc.) warm-up music, opening screen, press conference, presentation, PPT product introduction Video, a pre-designed climax (or story), other demonstration videos, audio live event arrangements.

From the planning and layout of the launch site, the creativity and process of meeting content, the creativity of the official product launch, and all Creative solutions such as video and audio will determine the quality of this conference.

Nowadays, most Internet companies’ press conferences have removed the expensive and unnecessary celebrity performances and are more pragmatic. The founders often explain the products in person, and PPT and jokes have become an important part of the press conference. Typical representatives of condiments are Xiaomi and Hammer; but also like OPPO, which turned the new product launch conference into a national festival concert, and the interactive effect is also very good.

Site selection

Site selection needs to be booked in advance. The more attendees there are at the press conference and the more popular the location, the more likely it will collide with popular times or events. In order to be safe For safety reasons, multiple location options can be examined at the same time. Within the budget, it is recommended that the site selection should mainly consider the following points: capacity, facilities, and grade.

According to different needs, the location selection is different. For example, for a fashion product launch conference, you can choose a beautiful and high-end venue at all costs, because art and luxury are communication The key points; if it is an Internet company that pays attention to product performance, it is recommended to choose a venue with a larger capacity, such as a stadium or cultural center, so that more fans can be recruited from all over the country to come and celebrate;

In terms of facilities According to the needs of the press conference, it is necessary to check in advance whether the most basic power supply, wireless network, projection, microphone, audio equipment, tables and chairs are complete; if there are requirements for stage layout, it needs to be arranged and set up a few days in advance.

Remember, all equipment may have problems, so be prepared to file in advance. For example: prepare a backup computer on site to avoid problems with Keynote or PPT; use two wireless microphones for speakers on stage to prevent abnormalities; prepare a few emergency jokes or short stories in advance to reserve repair time for equipment failures.

4

Determine the personnel list

In addition to the basic staff and organizer leaders, invite heavyweight industry leaders, celebrity guests, and Weibo influencers, Often it can bring huge communication effects. Many times, TV stations and fashion media tend to come after celebrities.

Therefore, press conferences in the entertainment and fashion industries, especially for affordable luxury products, will definitely invite "classy" celebrities to the platform, but brands that focus on products are best not to invite irrelevant celebrities. Showing your face at the press conference will make the conference off-topic and even distract from the event.

Unless the celebrity is a signed spokesperson for the brand.

Therefore, the list of personnel for a general press conference mainly includes

invited personnel

organizer leaders, special guests, celebrity guests, media self-media and others Opinion leaders (bloggers, Weibo influencers, etc.), fans

Staff

Internal staff of the company, external public relations companies, event companies, actors (not celebrities, but those involved in activities Performers), hosts (very important), etiquette, external makeup artists, videographers, on-site electrical maintenance personnel, etc.

5

Draw up a schedule

After the personnel, themes, content materials, and location are determined, the next step is a very important task, drawing up a timetable. The timetable is mainly divided into three parts. The first is the overall time plan of the entire press conference project, the second is the process schedule of the press conference day, and the third is the execution schedule of the press conference site;

Project time plan summary

This time plan is a summary that can connect the entire project together, and the project manager is responsible for the overall planning.

Usually, planning for a large-scale ceremony starts three months in advance, because it is necessary to reserve the time of some important people, and enough time needs to be left for venue reservation, material production, rehearsal, etc. After determining the date of the press conference, work backwards on the schedule, arrange each specific person in charge according to the work tasks on the schedule, and hold regular meetings to inform each other of progress.

The process schedule on the day of the press conference

The process schedule is mainly to let the guests know the specific content arrangements of the press conference on the day, from the guest's signature and admission to the host's opening. From product promotion, to activity interaction, and finally the end of the activity, the entire flow chart can be simple and clear.

Generally, the overall time of a press conference should not exceed 2 hours. If it is expected to exceed 2 hours, please subtract the existing content and leave the key points that really need to be conveyed.

The press conference On-site execution list for the day

The on-site execution list is mainly to let the entire team know the specific work of each person on the day. It should be formulated based on the process of the press conference. To exaggerate, this list needs to be refined. to every minute. Maybe the speaker on the stage waves his hand, and all the scenery, music, and actors have to be put on at the same time, and it has to be accurate to the second.

With a timetable, the work of the entire team can be started, responsibilities are clear, and the successful execution of the project will be more guaranteed.

6

Product display experience

The display and experience of new products is always the most anticipated aspect for core fans. In the display area, staff can be arranged to explain and answer questions, and an LCD TV can be installed to play product introduction videos. At the same time, remember to arrange for reporters to conduct interviews with important media, guests, and audiences. These contents will become important communication materials later.

7

Communication and promotion

New product launches are not about self-promotion, nor are they just delivering information to the audience at the scene, but hoping that it can influence thousands of people. Thousands of people, even everyone. Therefore, we cannot regard the press conference as an isolated point. Full warm-up in advance, concentrated explosion and release on the day, and continued fueling and fermentation afterwards will all affect the effect of the press conference.

Preliminary warm-up stage

About a week before the launch, some innovative forms such as special titles and countdown posters that can arouse industry sensation and consumer attention will be used to communicate to the outside world. While retaining suspense, consumers are full of expectations.

In addition to self-media channels, the communication channels can also invite video/live media, mass mainstream media, product audience-related media, WeChat/Weibo big names, Internet celebrities, industry media, etc. to participate in the communication. Depending on the preheating carrier, different content may need to be customized.

The day's concentrated outbreak

The communication on the day of the meeting is not a simple press release. The on-site camera crew and writers must work in time to capture the highlights. Write out the highlights and publish them in a timely manner. At the same time, you can use the live broadcast platform to broadcast live to the outside world. Furthermore, you can interact with the audience through official WeChat, Weibo and other platforms.

Use a variety of media combinations to create overwhelming momentum to build momentum

Continuous fermentation afterwards

After the press conference is successfully concluded, this period is often the most easily overlooked moment, as most audiences are waiting. Now that orders have been placed on the market, what should be done at this time is to continue to promote new product news to industry owners and potential consumers. At the same time, it should be noted that the impact of a press conference usually lasts between 1-2 months. After this period, if the product has not yet been launched on the market, the previous publicity effect will be greatly reduced.

Summary

So, it is not difficult for us to find that an exciting new product launch conference not only depends on the affectionate performance in front of the stage, but also pays attention to the detailed support behind the scenes. Only one of the two Only when they work together can they be remembered deeply.