The product launch is the linchpin in a company's marketing strategy, the culmination of hundreds of thousands of dollars of design and development and the first step in a marketing campaign that may run into five or six zeros.
"Launches are positioned as more than just an event to introduce a product. They are multi-faceted, for a wider audience reach and to accomplish a variety of objectives," says Singapore-based The Event Company managing director Mr Ronnie Lim.
"Even with a global brand or product, the key messages and their communication for launches in the three different markets (Australia, Singapore and Hong Kong) need to be carefully considered.
"What is regarded as a normal, sporty, outdoors-oriented lifestyle in Australia would look out of place in Singapore or Hong Kong," says event organiser Caribiner Hong Kong client services manager Ms Stefanie Fischer.
Sports are the main trend driving product launches in Australia, so a company planning launches there might do well to use an Olympics theme, says Sydney-based organiser Showcorp Group business development manager Ms Lynne Emanuel.
"Everyone's gone Olympics mad, with everything from Olympic medallist motivational speakers to themed settings, encompassing the Australian sporting spirit," explains Ms Emanuel.
The Showcorp Group recently organised the launch of Hyundai Automotive Australia's millennium products to its dealer network, with a "rousing speech" by Australian cricket captain Mr Steve Waugh, followed by a precision-driving display at Olympic Park.
Another factor to consider for a multi-destination launch is timing. "Most product launches should run a maximum of two to three hours," says Sydney-based organiser tp Events managing director Mr Danny Yezerski.
Caribiner's Ms Fisher says that the best time to hold a launch is during late afternoon in Singapore and Sydney, but the evening in Hong Kong, where people work very late. In Hong Kong, organisers should also avoid Wednesday evenings because of the weekly horse races.
Product launches in Asia Pacific cover various sectors, with the automotive industry strongly represented. The high-tech and telecommunications sector is also a key area. "The internet is the hottest industry in Asia," says go-events.com founder and chief executive officer Mr Jim James. Go-events.com is a listing service for event organisers with offices in Hong Kong and Singapore. "We are seeing a large number of new websites launching. Most of them cater for the Asian market with some developed for a specific language or region," says Mr James.
"After the opening of the telecommunication market in Singapore, this industry has become competitive, generating many events. The most prominent are in the high-tech, communication equipment sector, especially mobile phones, credit-card and bank services," says Mr Lim.
The Event Company ran a launch for Singapore's newest telecommunications provider, Starhub, which saw the company take over Singapore's main shopping belt, Orchard Road, to provide a festival incorporating six stages and a free musical concert.
Similarly, the launch of Nokia's 8210 mobile phone was designed to "cut across language and culture" with fashion, drama and music, and took place in Singapore, Shanghai and Taiwan simultaneously.
The National Geographic Channel wanted to launch itself to media buyers in Singapore and used an event that brought its genres to life with re-creations of programmes.
National Geographic Channel Asia vice-president of marketing Ms Deborah Armstrong says the most important thing when planning the launch was that the agency they worked with (The Event Company) was "respectful of established branding and cost-efficiency".
"For a brand with our heritage, it is critical that the National Geographic Channel consumer and trade events are of a high quality and are always a unique and memorable experience," she adds. Event organisers advise using high-tech equipment in the launch itself, whether in the form of audio-visual products, satellite video links or top-end staging.
This should not be a problem as long as you plan ahead, says Ms Fischer. "Singapore, Hong Kong and Australia all have access to, and use, the latest standard of international AV and staging technology," she explains.
"One needs to work with a reputable communications agency, production house or equipment-rental company to ensure that the equipment is serviced properly and that the technicians are trained well, alert and speak good English," she says.
Ms Fischer warns that good, popular equipment does get booked out on popular dates and companies rushing around at the last minute may find themselves subject to extra charges. High-tech equipment is more expensive in Hong Kong than in Singapore and Sydney.
Mr Yezerski prefers to source AV equipment locally rather than ship it from region to region. However, he says this only applies if products are generally available. "If we were launching a car to the trade with a big, specially constructed stage then we would have to ship it," he says.
Customs regulations should not pose too much of a problem in Hong Kong. When it comes to Singapore, Mr Lim states: "We understand the cultures and systems and it is not a problem for us to move even the most sensitive equipment around. Our advice is to get a partner with experience and credibility."
Even the venue should work to express the product or brand message with, for example, a science venue such as an observatory for a high-tech product, or a historical building for a product with traditional values.
"Good, spacious venues in Hong Kong and Singapore are particularly scarce, which means that securing a venue has to be the first priority," says Ms Fischer: "Venues in Hong Kong are particularly expensive, Singapore and Sydney are better value. However, service quality, speed and efficiency are best in Hong Kong."
