How early should a product launch be planned?

Launch dates are often set by the product, not the event. Here is how much time different launch formats usually need, and how to prioritise when the calendar is tight.

Typical timelines

• Large launch with custom set and reveal: 8–12 weeks.
• Launch meeting in a hotel ballroom with standard production: 4–6 weeks.
• Press or influencer event: 3–4 weeks.
• Multi-city launch roadshow: 10–14 weeks, depending on cities and approvals.

When time is short, lock these first

• Venue and date—everything else depends on them.
• The reveal concept, so fabrication can start.
• Approval owners and dates for any regulated content.
• Guest list and invitations.

Compressed timelines are possible, but they rely on quick decisions. One empowered decision-maker on the client side is worth more than an extra week.