How to hold a successful press conference?

Recently, TLC company's new product launch conference was successfully held in Shanghai, and all major media reported it in succession, which became the climax of the spring new product launch conference. Looking at the exquisite product display on the spot, there are all kinds of handsome men and beautiful women standing around. Xiaobian of Jiayu culture really has the impulse to change 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, successfully held 3688 product launch activities, cooperated with thousands of enterprises, and won unanimous recognition from customers. Having accumulated so many case experiences, Bian Xiao of Jia Yu Culture sums up the experience of successfully holding a press conference here.

First of all, let's take a look at what the successful conferences in those years have in common:

In recent years, I have seen many excellent new product launches in different industries, from Apple to Xiaomi, from Hammer to Tai Fang, and so on. Each time has its own unique charm and feelings, but when it comes to the commonness behind these successful launches, three points are very important.

1

Pay attention to the sense of ceremony

Life needs a sense of ceremony, and so does the brand. Visual symbols, distinctive brand images and legendary stories are enough to impress consumers, but people still need a certain sense of ceremony to strengthen their long-term beliefs. For the brand, the new product launch conference is undoubtedly the best moment to carry out the ceremony and strengthen the brand belief.

Imagine: one day, you receive a beautiful e-invitation to attend a new product launch conference. At the moment you stepped into the scene, you saw huge stairs, bright lights, theater-like stage effects, shocking commentary videos and pictures on the big screen, wise men in suits and ties on the stage, inspiring lectures, and groups of fans under the stage, holding their breath.

You are shocked, even sacred, and feel that that day is different from other days. That moment was different from other moments, and the brand on the stage was impressive and unforgettable. The most successful representative of this sense of ceremony is Apple.

2

Strengthen the sense of participation

Nowadays, the protagonist of the conference is not only the brand, but also every fan and consumer who silently supports the brand. A new product launch without in-depth interaction with the audience will often become a traditional promotion ceremony, and the new product concept is difficult to be deeply rooted in the hearts of the people. But if you can stimulate the participation and surprise of core users, they will actively help you spread it and share it for free.

With the help of platform live broadcast, real-time official micro-activities, live broadcast interaction, etc. Users are no longer spectators under the stage and screen, but can deeply experience, participate in and enjoy the fun brought by new product launches.

three

Reflect a sense of exquisiteness

Holding a successful press conference, from theme planning to handing microphones to the guests on the stage, is a meticulous and tedious matter. Every detail is a test for the organizer, and a little carelessness may leave an indelible regret for the conference. Only by doing the details to the extreme can the audience experience the best.

How to plan

An exciting new product launch.

Then, in today's era of rapid information dissemination, how can we plan a wonderful new product launch conference so that the whole industry and more and more target customers can understand and love our brand and products?

You can start with the following steps:

Theme selection

The theme is always the soul of a press conference. A good press conference is not only a "high-end atmosphere", but also a "core theme" that touches people's hearts. If there are multiple themes, the suggestions are also progressive, so as to set off a climax and not cause the most taboo "out of focus" phenomenon.

This part often requires the participation of the company's senior management team, starting from the aspects of product positioning, product and brand tonality, target population, maximum demand of products, etc., and finally decides the theme selection and the whole creative direction of the conference. The biggest creative source of new product launch conference comes from products. There is no product launch, it is a mediocre show, there is no difference.

For example, Tai Fang recently held a new product launch conference full of China amorous feelings, which inherited his "Confucian culture" business management concept and his consistent admiration for China traditional culture. From the user's point of view, Tai Fang chose "Love and the Doctrine of the Mean" as the theme of the conference, and launched new smart kitchen appliances, trying to convey the new product concept of "Tai Fang takes love as the source and creates just the right smart kitchen appliances experience for users". While pushing new products, I made a fortune.

Creative expression

This part is the key to determine the aesthetic feeling of an audio-visual feast of a press conference. Mainly manifested in several links: the effect of the live stage

On-site activity materials (Yi Labao, banners, background board of media/guest sign-in desk, exhibition board, etc. ) Preheat the music opening conference to demonstrate PPT product introduction video, a pre-designed climax (or story), and other demonstration videos and audio live activities.

The level of the conference will be determined by the planning and layout of the conference site, the creativity and process of the conference content, the creativity of the product's official appearance, and all creative schemes such as video and audio.

At present, most of the press conferences of internet companies have removed unnecessary star performances that burn money, which is more pragmatic. Usually, the founder will personally explain the product. PPT and Duan Zi became the important seasoning of the conference, and the typical representatives were Xiaomi and hammer. But like OPPO, the new product launch conference was made into a national concert, and the interactive effect was also very good.

Selected location

Site selection needs to be booked in advance. The more meeting places with a large number of participants and the more popular places, the more they will collide with popular times or events. For safety reasons, we can check multiple site plans at the same time. Within the budget, the proposed site selection mainly considers the following points: capacity, facilities and grade.

According to different needs, the location is also different. For example, the fashion product launch conference, you can choose a beautiful and tall venue at all costs, because art and luxury are the main points of communication; If it is an internet company that pays attention to product performance, it is recommended to choose venues with large traffic, such as gymnasiums and cultural centers, so as to attract more fans from all over the country to get together;

According to the requirements of the press conference, the facilities should 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 several days in advance.

Remember, all equipment may have problems, so be prepared for filing in advance. For example, prepare a spare computer on site to avoid problems with Keynote or PPT; There should be no two wireless microphones in the speaker on the stage to prevent any abnormality; Prepare several emergency jokes or short stories in advance to reserve time for emergency repair of equipment failure.

four

Determine the list of personnel

In addition to the basic staff and leaders of the organizers, inviting heavyweight industry leaders, star guests and Weibo V can often bring great communication effects. Many times, TV stations and fashion media are often aimed at stars.

Therefore, entertainment and fashion industry conferences, especially luxury goods, will definitely invite stars with "grades" to take the stage, but it is best for product-oriented brands not to invite irrelevant stars to show their faces at the conference, which will make the conference digress and even grab the attention of the host.

Unless the star is the signing spokesperson of the brand.

Therefore, the general press conference personnel list mainly includes

Invited person

Organizer leaders, special guests, star guests, opinion leaders from the media (bloggers, Weibo V, etc. ), fans

staff

Internal staff, external public relations companies, event companies, actors (not stars, but performers at events), hosts (very important), etiquette, external makeup artists, camera photographers, on-site power maintenance personnel, etc.

five

Draw up a timetable

After the personnel, theme, content material and site selection are all determined, the next step is very important work, and the timetable is drawn up. The timetable is mainly divided into three sections, the first is the general schedule of the whole meeting project, the second is the process schedule of the meeting day, and the third is the implementation table of the meeting site;

Project schedule

This timetable is a summary table, which can string together the whole project, and the project manager is responsible for the overall planning.

Usually, large-scale festivals will be planned three months ago, because some important people's time should be reserved, and enough time should be reserved for venue reservation, material production, rehearsal and so on. After the date of the conference is determined, the timetable will be reversed, and the specific responsible persons will be arranged according to the tasks on the timetable, and regular meetings will be held to inform each other of the progress.

Process arrangement on the day of the meeting

The flow chart is mainly to let the guests know the specific content arrangement of the day's press conference, from the signature of the guests, admission to the opening of the host, product display, activity interaction and the end of the activity. The whole flow chart is simple and clear.

In general, the total 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.

On-site execution form on the day of press conference

The on-site execution table is mainly to let the whole team know the specific work of everyone on that day. It should be formulated according to the process of press conference. Exaggerated, this table needs to be refined to every minute. Maybe the speaker on the stage is waving, and all the scenery, music and actors should be on the stage together, almost to the second.

With the timetable, the work of the whole team can be started, the responsibilities will be clear, and the smooth implementation of the project will be more guaranteed.

six

Product display experience

The display and experience of new products will always be the most anticipated link for core fans. In the exhibition area, staff can be arranged to explain and answer questions, and LCD TVs can also be installed to play short films about products. At the same time, remember to arrange for reporters to interview important media or guests and audiences, which will become important communication materials later.

seven

Dissemination and promotion

The new product launch conference is not complacent, nor is it just to convey information to the audience on the spot, but it hopes to influence thousands of people, even everyone. Therefore, we can't regard the press conference as an isolated point. The full preheating in advance, the concentrated explosion and release of the day, and the continuous refueling and fermentation afterwards will all affect the effect of the conference.

Preheating stage

About a week before the launch of the conference, some innovative forms such as special headlines and countdown posters that can arouse the sensation of the industry and consumers' attention will be used to spread it to the outside world, so as to reserve suspense and make consumers full of expectations.

In addition to media positions, video/live media, mainstream mass media, product audience related media, WeChat/Weibo tuba, online celebrities and media in the industry can be invited to participate in the communication. Depending on the preheating carrier, different contents may need to be customized.

A concentrated outbreak of the day

The communication on the day of the meeting was more than a simple press release. Photographers and screenwriters at the scene should work in time, capture highlights, write highlights and release them in time. At the same time, they can broadcast live on the live broadcast platform, and then interact with the audience through official platforms such as WeChat and Weibo. Combined with various media, overwhelming, forming momentum.

Then continue to ferment.

After a successful press conference, this period is often the most easily overlooked moment, and most viewers are waiting for the listing order. At this time, what we have to do is to constantly publicize the news of new products to industry owners and potential consumers. At the same time, it should be noted that the impact of a meeting is usually between 1-2 months. After this round of popularity, if the product has not really landed on the market, the previous publicity effect will be greatly reduced.

abstract

Therefore, it is not difficult to find that a wonderful new product launch conference not only lies in the affectionate interpretation in front of the stage, but also pays more attention to the detailed support behind the scenes. The two complement each other to make people remember deeply.