It is said that nothing succeeds like success; hence it is the right opportunity to celebrate. However, at times, entrepreneurs or marketing managers commit mistakes of celebrating something before its inception. You are not getting it, right? I can bet that you must have done the same thing some point in the professional career. The further on you read, you’ll begin to understand the relevance of it.
Do you remember the product launch party thrown at a grand scale last year? Or the launch of the new business venture was done in a big bang manner recently? How much money did you spend, and what was the outcome of it? Did the new venture survive or the new product hit the Bull’s Eye? May be yes, may be no!
Experts unanimously agree that a launch party is perhaps the most unwanted and unnecessary event that should (or must) be avoided. Why is so much agitation about it? Here are some reasons.
(i) First of all, launch parties do not bring business. They are purely marketing events planned to boost the image of the organization. Indeed, the objective is to reap some intangible benefits; it is surely not in line with the business interests.
(ii) You don’t have customers in the event to boast about the product or service because it is a launch party. How do you expect it to create a Gung-Ho? You may have attendance in the event (because you only invited them), but they won’t generate any business. They are there just to enjoy the show, not to buy the product or service. Even if you invite the real prospects, there are feeble chances of converting them into real customers.
(iii) It is a general observation that launch events become a big pomp and show, irrespective of the fact that the senior management wants to keep it low profile. Marketing managers push the event so aggressively that it is impossible to keep the budget under control.
By the time you read this blog, it is very much clear that there is no sense in throwing a grand launch party because it is not worthwhile. You should remain in the ‘low key’ unless the product or service gets established in the competitive marketplace. Don’t get lured by extravagant claims made by marketing managers. Being the owner of the business, you are responsible for the profit and loss.