When you launch a company, it is important to create a buzz so that potential customers are aware and interested in the service and products you have to offer. Launch activities can vary from small and inexpensive to large and flashy; plan a launch that suits the style of your company and fits into your budget.
For companies with a big marketing budget, a launch party can be an effective way to gain instant consumer and media attention. A launch party works best for companies that produce a product or service that is easy to relate to: books, new technological devices for the home, movie production and event planning all lend themselves well to a party introduction. At the party, be sure to have information about the product displayed in a sophisticated but simple manner. You might have flat-screen televisions playing a video or slideshow about your company or products, or have framed professional photos lining the walls. Include a party-favor bag for each guest that contains promotional information, discount cards, or even a free sample of your company's signature product.
With the widespread use of the Internet on laptops and mobile phones, a digital campaign can be a dramatic company launch. In the weeks building up to the launch of your new company, release tidbits of information to bloggers and news outlets in your industry. You might leak a piece of information about a new product, or hint at one of the new services you will bring to the local area. Create social media accounts on Facebook and Twitter to start gathering a following, and create a holder page for your corporate website that provides news updates.
For the launch of a new company, offer special "grand opening" promotions. These are particularly effective ways to get customers into a retail outlet or local service provider, like a restaurant or spa, because they build curiosity and because the discount gives customers a reason to visit. Promotions could include a discount off all products in the store, special scratch-off coupons for all customers, raffles or prize giveaways. To sell unfamiliar products, bundle them with standard products and sell them at a slightly higher price to remove the barriers of price and product uncertainty. This promotion works well for spas and personal care services.
If your new business deals more in off-the-shelf products, will be largely patronized by foot traffic, or whose target customers are older and less technologically-savvy, employ a print media campaign to launch the business to the community. Take out advertisements in newspapers and run ads on local radio stations. You can also put up posters in local supermarkets and coffee shops, and hang a banner in front of your new location. The goal of this type of launch is to put the business name in front of customers to reinforce the idea that it is a conveniently located establishment.