First there was Qualcomm at CES with their ‘crazy’ show. Then there was Sony launching their Play Station 4 with no Play Station, no price and no launch date. Now there is Samsung with its highly sexist launch show For their Galaxy S4 phone. 2013 is turning out to have an unusually high number of presentation fails.
What I don’t understand is why companies with very creative, professional and intelligent employees should make such basic errors. Of course being different is important. It would be a very boring world if every company launched their products the same way. But what Qualcomm, Sony and now Samsung have failed to do is to let their new products speak for themselves and be the ‘star of the show’. That should always be the highest priority.
Qualcomm’s mistake was they put so much effort into their ‘show’ they forgot about the reason they were doing a show in the first place. Read the blog accounts afterwards and all you see written is about the show and little or nothing about the product. CESS was in January, now, just two months later nobody remembers anything about the product or products Qualcomm were trying to show off.
Sony’s mistake was they had no product. Putting on a product launch with no product is just plane stupid. Particularly as this is a games console product. The media want to play with the new product, they want to get their hands on it and see if what you are saying is true. Sadly in Sony’s case all people now remember is that there was no product.
Samsung’s Galaxy S4 launch should have been the best product launch the company had ever done. Instead we got a Broadway show. Then Samsung essentially went about upsetting every modern thinking woman in the world by showing stereotypical images of women. Sexy Brazilian girls, girls waiting for their nail varnish to dry and getting excited when a gardener takes his shirt off. And nobody has any idea how much the phones will cost.
These companies have no excuse. They have the money and the resources to put on a proper launch presentation. Instead, they focus so much on being different, they forget that the reason they are there is to launch a product. The product needs to be up front and centre with no silly, gimmicky distractions.
So, for all companies out there who are planning on doing a presentation for a product launch here is the formula:
Product + Available date + Price (+ Hands-on Demonstration) = Successful product launch
How you put those elements into your presentation and in what order is up to you and your creativity. But they need to be there. Without these elements, you are going to fail in your product launch because you have not shown your audience what they came to see.
The product is the star, not the MC or presenter. Your goal is the have people talking about your product, not about the ‘show’
Samsung were lucky, they are the media’s current golden company. They can do no wrong. But your company might not be so lucky. So make sure you have all the elements, and if you don’t, delay the launch event until you have.