Lab product seminars are one of the best marketing tools used by scientific supply companies to gain product exposure, establish corporate credibility, and build brand recognition in the research community.
Face-to-face seminar presentations offer an excellent opportunity to answer questions, provide additional information on products, and grasp your audience's interest and response to different areas that are covered during the talk itself as well and during the post session Q&A period.
By sharing your expertise, you build trust and a reputation for not only understanding the needs of researchers using your products, but also offering proven solutions to the problems researchers face everyday. The title you choose for your seminar is crucial to attracting the largest relevant audience to your session. Below are a few suggestions to help you create a title that will ensure that your seminar gets the right attention and generates results from your trade show participation.
To Draw the Widest Relevant Audience a Seminar Should...
- Grab Attention: Consider your seminar title a headline. Just like a headline in a magazine, newspapers or journals attract attention, as should your seminar title. A title is an opportunity to make an impression on your customers and encourage them to learn more, read-on, or make your session a "must attend" event.
- Create Emotion: A good title will strike an emotional or intellectual chord with your customers or prospects and make them want to attend your seminar. It should trigger emotions and engage the person. A good title creates a sense of urgency and makes them want to immediately learn more. Most people react positively to headlines and titles if they have an emotional reaction that they need to satisfy, a question in their mind, or a curiosity about the subject. You know you've created a good title if it makes your target audience think, "that will make my research easier!" "this is what I need!" "that will improve results and cut down on laboratory time!" or "how do I get it?"
- Make a Promise: Your seminar title should make a promise for something that your target audience really wants. The title should promise to learn the secrets, understand the steps, solve the problem, or explore the latest advances. Develop a plan so they can experience the results you promised.
- Be Relevant to your Target Market: Your title should be relevant and address the concerns of the audience. The same seminar material can have many different titles, but by tweaking the content and title to address the specific research campus audience you will attract more attendees.
- Avoid Self Promotion: The title should be broad enough to attract the largest number of attendees. Your product or company name should rarely be used in the title of the seminar, as most attendees aren't interested in a formal sales pitch promoting a specific product or service. Product names or unique services can be used as examples in seminar content to support the information presented. Remember the seminar content should be informative, improve laboratory results or create solutions to research problems.
Examples of Titles that are Likely to Draw a Broader Range of Researchers:
- DANGER in the Laboratory: How Safety Impacts Your Research Programs (stirs emotion)
- Remarkably Simple Real-Time PCR: Innovations in Gene Discovery (promise and relevant)
- Innovations in Stem Cell Research: Techniques and Serum Free Alternatives to Better Your Cell Culture Research (promise and relevant)
- Extraction to Reaction: DNA Extraction, PCR Set-up, Real-Time Analysis (grabs attention with play on words)
- Innovative Solutions Using Microplate Readers and Microarray Scanners to Accelerate Your Research (promise to share innovative solution)
- Cloning Your Way: Any Vector, Any Insert, Anywhere (grabs attention with play on words)
- Stop Thumb Wrestling With Your Pipettor: Pipetting, Ergonomics and You (grabs attention, stirs emotions, and relevant)
- Redefine and Revolutionize Your Real-Time qPCR Assays (promise to redefine and revolutionize)
- New Advances in Mutation Scanning (relevant)
- Staying on Target with siRNAs: Issues and Solutions (relevant)
Examples of titles that may draw fewer researchers at an event:
- "Product Name"(TM): The Best for PCR (self promotion)
- New Features in "Product Name", Version 10 (self promotion)
Want to gain product exposure, establish corporate credibility, and build brand recognition in the research community? Click here to sign up now to exhibit at one or more of Biotechnology Calendar, Inc. exhibitions and grab a relevant audience with your own seminar.