Timing is everything—especially when it comes to launching a new product or service. Clients often seek my advice on the optimal timing for major announcements, pondering whether to unveil their latest innovation at prestigious events like CES or the Pebble Beach Concours. While there’s no one-size-fits-all answer, considering key factors can help steer your decision-making process.

The Dos and Don’ts of Launching at Major Events

➡️Do the launch if:

• You actually have a footprint at the event so journalists can interact with the product and with you. One of the biggest benefits of trade shows is that tons of great journalists are in one place. Having a booth allows them to easily find you and your product may impress an editor that didn’t make it onto your interview schedule.
• You don’t mind sharing the spotlight with other brands. Because there is so much news coming out of such events, you are more likely to end up in a trend piece or round-up than a standalone story.

➡️ Don’t do it if:

• Your new product doesn’t really move the needle forward for your company or the broader industry. These trade shows showcase the most innovative ideas in their particular space. How does your announcement stack up?
• The product is not quite ready yet. If you’re still working with renderings and unconfirmed specs, it’s best to do an online announcement/teaser or to wait until you have a production-ready unit.

Tailoring Your Launch Strategy for Success

While the decision to launch at a major event or trade show requires careful consideration, remember that timing is just one piece of the puzzle. If you’re navigating the complexities of product launches and seeking expert guidance tailored to your unique needs, we’re here to help. Get in touch today to sign up for PR packages or explore how we can elevate your launch strategy and maximize your impact in the marketplace.