Biotechnology Seminars - Tailoring Your Seminar Title to Attract the Largest Relevant Audience

Biotechnology seminars are one of the best marketing tools used by biotechnology companies to gain exposure, establish credibility, and build name recognition in the research communities. When you lead a seminar, you establish yourself as an expert. By sharing your expertise, you build trust and a reputation for not only understanding the needs of laboratories but also offering proven solutions to the problems researchers face every day. 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.

Your seminar title should:
Grab Attention - Consider your seminar title as a headline. Just as a headline in a magazine, newspaper or journal attracts attention, so 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 learn more immediately. 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!" "How do I get it?"

Make a Promise – Titles of biotechnology seminars should make a promise for something that the 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 that 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 biotechnology seminar material can have many different titles. By tweaking the content and title to address the specific research campus audience you will attract more attendees, including laboratory researchers.

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 interesting titles:


• DANGER in the Laboratory: How Safety Impacts Your Research Programs (stirs emotions)


• 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 Pipetor: 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 and promises to explain issues and provide solutions)


• Examples of less attractive titles:


• "Product Name"(TM): The Best for PCR (self promotion)


• New Features in "Product Name", Version 10 (self promotion)


• Reducing Purified Water Costs (too general)

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