How to pick a venue to launch your design product

Know your target audience

Based on the needs and wants of your target audience, you will need to think about where those people gather. Where do they spend their free time? What are their favorite places in the city? Should you host an event at a popular venue or go for something unique and surprising? Or would something more low-key, like a press conference, work better for what you're trying to accomplish?

The first step here is to study information about where members of your target audience go when they want to experience design brands. Look at data from social media platforms that can help give you an insight into how those people interact with each other. For example:

• If prominent people in the industry have accounts on Instagram or Twitter, take some time to look at which hashtags they use most often and which posts seem popular among them (i.e. events, brands or venues they have spoken positively about).
• If there are any groups online devoted exclusively to fans of your kind of product line and if so, how many members do they have and what tone and language do they use to communicate

Choose an appropriate event type

Now, you must decide what type of event you want to host. There are many different types of events, and each has its own set of requirements. For example, a launch party might require far more space than a small-scale press conference. The best way to decide is by considering how your product fits into the event type.

There are many different kinds of events happening during the design week —from conventions to conferences and workshops—so it's important to pick an appropriate one for your debut launch (as well as consult with experts who can help narrow down your list). Here are some examples:

• A small-scale presentation could be an appropriate choice if your design product is intended for niche markets or specific audiences such as professionals of a specific field.
• A large-scale event or a trade show booth would be suitable if your product is meant for mass consumption and appeals across multiple demographics.

Create a list of goals for the event

Once you've decided on the type of event you want to host, it's time to think about what your goals are. Are you looking for an opportunity to increase brand awareness? Perhaps generating leads or selling products is more important. By defining these initial goals and objectives, you will be able to narrow down your venue search and make sure that the place you pick can meet your needs.

For example: Let's say you are planning a party in a post industrial venue in Milan during design week. Your main objective would be increasing brand awareness by exposing new people to the work of your designers (that means inviting guests who aren't necessarily designers, but mainly buyers, influencers, and press).

You also want people who attend your party to leave with a memorable experience so they'll remember your brand name (and ideally place a few orders).

Decide which type of venue to have

Once you have figured out the type of venue that best fits your brand, you can begin to narrow down the possibilities. To pick a venue, consider:

• The location of the venue: Is it accessible? How many people will be able to get there? Is it in a popular area?
• The size of the venue: Do you want something intimate or grandiose for this event? How much space does your brand need at a launch party or pop up showroom?
• The cost of the venue: How much does this option cost and what does it include (food and drinks, furniture)? Will this fit into your budget for launching a new line or an entire new brand? If not, what are some other options that might work better but still allow for maximum exposure to the right audience?

One recent example dates back to the last Design Week, when Studio MHZ contacted us to find a suitable location to exhibit design works by different brands during the Salone del Mobile. We suggested a historic venue, located in the heart of the Montenapoleone district, in central Milan, inside an ancient and majestic mansion. Not only it provided beautiful contrast with the products, setting them in an elegant context, but it could also accommodate our customers’ needs with a wide range of services.

Research potential venues

• Research the venue and its policies.
• Find out what the venue will provide, and what you’ll be responsible for yourself (e.g., tables, chairs).
• Research the location of the event space (e.g., how far away from public transportation is it; are there lots of places to eat nearby? Or does it have its own restaurant?).
• Get your guest list down to an exact count so that you can easily calculate per-person cost estimates based on what’s available at each venue.

Decorate the venue to align with your brand

A good way to align your brand with the venue is by decorating it with your brand colors, logo, fonts and style. You can also use your logo as a backdrop behind a table or display booth if you're doing an event. The goal here is to make sure all of these elements are consistent across all channels: website, social media, blog etc.

The next step would be to incorporate a few touches that express what makes this particular launch different from all other launches. For example: if you're launching some new product on Kickstarter, then maybe add some quotes from backers who are excited about this new invention on posters around the venue? Or present them with something special such as t-shirts or even hats! These small gestures go a long way in making people feel like they're part of something bigger than themselves.

A well-planned event can launch your design brand to new heights

Planning an event is a crucial step in launching your design brand. It's the opportunity to put all of your hard work into action, and you don't want to mess anything up. We've got a few tips on how to make sure you're ready for the big day:

• Make sure that you have all of the right materials
• Plan out every detail before starting on anything else
• Get everything in writing so there are no arguments later

Conclusion

This is an exciting time to launch a design brand, and it’s important that you do it right. The right venue will help you create the right impression on your target audience and drive sales, while the wrong venue could leave you with nothing but bad memories. Make sure you study your target audience before choosing a venue, keep the event goals in mind when planning decorations and other details (and don’t forget about timing!), choose wisely between different types of venues based on how much space they offer or how much they cost. But, above all, try to enjoy your event: if the experience is not fulfilling for you, it is likely to be disappointing for the audience as well. That is why it is important to rely on a team of experts: that way you can relax and think only about your brand, while we take care of the rest!