Core concept:
Being different and getting noticed for direct commercial gain.
Characteristics:
Special business events usually provide equal opportunity reach and interaction. In fact, since these are client driven, most special eve is usually interaction oriented as much as reach oriented. The entire event customized to accommodate the requirement of the clients.
Product launches:
With the entry of multinational brands into India, there been a sudden spurt in mega-launch activities using innovative ideas. The advantage from such events is that the invited audience gets a first experience of the product.
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Moreover, the accompanying media coverage much credibility to the product creating and celebrating an event is an investment in brand building.
In fact, reports say that after a mega-launch us pop music and dance evening as the launch event, Smirnoff was selling two half times more than it expected to sell in Mumbai. Mega-launches give flying start to a brand, though how long and how much it would subsequently depend on the intrinsic strength of the brand and not on the launch event.
At the same time, the scale and scope of a launch also depends on the prod and its characteristics. An Internet product and IT hardware company Neo Products used the Interact + PC IT 99 Exhibition to launch an exciting range of products and peripherals such as the Net Kiosk, Flare, a Touchier Tablet Processor and Flatman.
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This was in tune with the requirement of target market. Extremely high interaction is required for a product launch during an exhibition.