Do you need to launch at a major industry event to be successful?

No. In fact, launching at industry events can have a negative impact on the launch success depending upon what you are trying to do. Major events like the Consumer Electronics Show and Mobile World Congress, to name a few, are often so filled with news that your story may get buried. You might be more successful to launch before the event and use that event to amplify your news. Also, launching on its own can have huge benefits especially if there is no other major news happening at that time.

Whether you need a big industry event for a successful launch really depends on what you're selling and your industry. Most of us aren't launching the next iPhone, so we can get our products out there without a big event. The main thing is understanding your audience – who they are, what they want, and how they like to learn about products. It could be as simple as an Instagram ad or a well-pitched phone call. The key is connecting with your audience in a way that matters to them.

Not at all. The success of a launch is dependent on your target persona's behavior, channels, motivation, and triggers. A major industry event might be impactful for one scenario while 1:1 outreach with a data report may be more impactful for another. I suggest mapping our your buyer journey, doing customer interviews, and deeply understanding your audience to ensure you have the right channels in place for your launch. Good luck!