Developing a life science event display is a big investment – so why do so many marketing managers settle for mediocre results? Well, because it’s hard. It’s no secret that today’s decision makers are exhausted by a constant barrage of marketing messages, so how do we create a space that reaches out and draws in our target customers?
Display strategies tend to fail for one of two reasons: 1) they are too “sales pitchy”, or overly aggressive, which ends up turning away potential customers, or 2) they have poor or unfocused messaging, which leads to missed opportunities.
Trying Too Hard
Entrepreneur Pratik Dholakya reports that aggressive interruption marketing tactics are on the rise, even among the savviest brands. Biotechnology, Pharma, and Life Sciences are not immune to these negative practices, which is unfortunate since these tactics automatically create distrust and imprint a negative emotional reaction to your brand in the mind of your target customer.
Not Trying Hard Enough
Perhaps worse is an honest and tasteful display which completely fails to connect with the target audience on an emotional level. We all process information emotionally (yes, even scientists), and marketers must keep this in mind when showcasing their brand.
The Sweet Spot
Even on a budget, you can dramatically improve the productivity of your displays by gaining the attention and respect of the right customers. Create a welcoming environment by employing these data-driven recommendations:
1. Refine your visuals
Images are processed 60,000 times faster by the human brain than text. With a split-second glance, your biotechnology display needs to communicate your entire messaging. This extends beyond high-quality graphics – every small design decision affects how your brand is portrayed and received by your audience. Good use of color theory and user experience-centered design can further enhance your ability to target the right customers.
2. Be benefit-focused
Even the highest quality data and statistics are ultimately meaningless if you aren’t able to place them into an overarching story. All too often, displays in Biotechnology and Life Sciences fail to present facts in a way that is benefit-focused. How do your studies and observations illustrate a benefit to the customer? Focusing on benefits is ultimately the best way to attract your target clients.
3. Define the problem
If your customers aren’t immediately able to connect the dots between your biotechnology display and their needs, their attention will quickly fade. One of the most visible aspects of your messaging should be problem space definition. Define the issue that your decision makers struggle with, in order to capture their attention so you can begin gaining their trust.
4. Support with logical arguments
After using visual and emotional cues to draw in your target customer, now it’s time to give them the facts. Great marketing utilizes both emotional and logical persuasion, and your biotechnology display will resonate best with decision makers if you close with a logical approach. Tell your story, but focus on using well-organized data and statistics to prove your point.
5. Speak their language
The right language doesn’t just mean appropriate terminology and accurate statistics. It means speaking in the same language your ideal clients would use, including tone and complexity. Creating copy for biotechnology displays should always include thorough research and careful attention to how your target audience speaks, reads, and writes.
Our graphic design and copywriting experts can bring your content to life to help you engage with your target customers. Get in touch with us to learn how we can help you maximize your resources and achieve your marketing goals faster.