How to Create a Successful Launch Event and B2B Gathering
When I think about what makes an event truly successful, one thing always comes first: the guest experience. An event can be visually stunning and perfectly executed, but if a guest doesn’t feel welcome, the impact will fall short. For me, event design is never just about schedules and logistics – it’s about creating a complete journey that starts long before the doors open and continues long after the last guest has left.
Before the Event – Building Anticipation
A great event begins well before the actual day. Carefully crafted invitations and consistent communication show guests that they are truly wanted. Pre-event marketing is essential: social media teasers, sneak peek materials for invitees, and personal outreach to key guests. When the anticipation is tangible, the event already starts living in people’s minds before it has even begun.
Launch Events – Why the Right Guests Matter
For launch events, I always think in terms of three guest groups. Each has its own role, and together they create the perfect mix.
1. Influencers and media. Choosing the right influencers is critical. It’s not about the largest follower count – it’s about relevance. Their audience needs to match your target. For restaurants, for example, food and lifestyle influencers are often the most valuable. Media adds credibility and ensures the story reaches a wider audience.
2. Enthusiasts and local key figures. This group brings authenticity and community spirit. Enthusiasts share their passion and excitement, while local decision-makers or community leaders lend weight and legitimacy to the event. Their presence often makes the launch feel like a meaningful milestone for the entire area.
3. Potential corporate and group clients. For this audience, the event serves as a first touchpoint. If a guest leaves thinking “I could bring my team or my clients here in the future,” then the launch has achieved its commercial purpose.
When these three groups come together under one roof, the energy is unique – and the event becomes much more than the sum of its parts.
B2B Events – Trust Over Sales
B2B events are a world of their own. Here, the main goal is not to sell but to build trust. A good B2B event should never feel like a sales pitch. Instead, it should create added value – knowledge, inspiration, and meaningful connections.
For me, success is when a guest leaves thinking: “I’d like to come back again.” Sales usually happen later, but by then the foundation has been built naturally through trust.
Co-Creating with the Client
I never believe in “one-size-fits-all” solutions. Every event is designed together with the client. In the beginning, we always ask: what is the true need and what should this event achieve? By involving the client in the process, we make sure the outcome delivers maximum value.
I also want clients to feel free to guide or even redirect us if something doesn’t feel right. That collaboration ensures the final event is not only flawless but also genuinely theirs.
After the Event – Extending the Impact
An event doesn’t end when the last guest leaves. Post-event marketing is a crucial part of the journey. Thank-you messages, photo galleries, highlight videos, and social media posts all keep the momentum alive.
A well-executed follow-up keeps the brand visible for months. That’s when the investment in the event translates into tangible added value.
Why This Matters
A launch event or B2B gathering is never just one night. It’s an investment in brand, relationships, and future business. That’s why I always design events as complete experiences – before, during, and after – and always in close collaboration with the client.
Do you want to make sure your next event leaves a lasting impression? Let’s plan it together.
Sincerely,
Maria Smura
Senior Event Manager, Nordic Event Management