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Don’t Lose Them at Hello: Choose the Right Title for Your Next Sales Event

 
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The time, money, and preparation it takes to host an event can put a lot of pressure on the host, whether the host belongs to an international organization with vast resources or to a start-up company with very few resources at its disposal. What if it fails? What if it doesn’t increase sales? What if no worthwhile connections are made? What if a bad turnout puts my career in jeopardy? What if I waste my entire marketing budget for the year? What if no one comes?

First things first: The first step to hosting a successful sales event is coming up with the right event title.

Coming up with the right title for an event can be trickier than you might think. The title needs to generate interest and accurately reflect what your event is all about. It also needs to set expectations.

Below are five tips to coming up with an event title that will win over potential registrants at hello.

1. Avoid the pitch.

Let’s say your company, ABC Company, is hosting an event to promote its a SaaS-based solution for media professionals. It might be tempting to give your event a title like, “ABC Company’s SaaS Solutions for Modern Media.” A title like this might accurately reflect what your event is all about, but it won’t generate much interest because it sounds too much like a sales pitch. It’s accurate, but it’s also preachy, and not very enticing.

2. Don’t be too safe.

When a proposed event title is recognized as being too preachy, most marketers are tempted to go for safe and dry. A safe and dry title might be: “SaaS Delivery Models for Media Content Management.” Safe titles are even more annoying than preachy event titles. Worse, they’re a snore! If you want your event to be perceived as something other than vanilla, you’re going to need to put a little color into your event title.

3. Stop generalizing.

A title like, “Total Content Management for Modern Media Outlets,” is too general. It reveals nothing about the actual solutions that will be presented at your event, and looks a little dumbed down. Media professionals don’t need to be told that they’re modern. They definitely don’t need to be told that they’re outlets. What, exactly, is an outlet? Is it an individual’s blog? Is it The Huffington Post? Is it something in between? If your event title is too general, it will generate more confusion than it will attendees.

4. Set the right expectations.

A title like, “International SaaS Convention for End Users,” may set the wrong expectations, especially if your target markets aren’t international, but regional, and your venue is more like a conference room than a convention center. It might also encourage the attendance of techies rather than the attendance of purchasers. If your objective is to sell your solution rather than train people to use it, your event title should make clear that your event isn’t a training session, but a discovery session that will result in real value.

5. Cater to your target market.

A good title for your event might be: “The SaaS-y Forum for Southwestern Media – 2013,” abbreviated as: “SFSM.”

Why?

  • It’s catchy.
  • The play on the term, “SaaS,” will likely appeal the media (which, for the purposes of this blog post, is your target market).
  • “Forum” makes the event sound less like a pitch-heavy event and more like an opportunity.
  • “Media” points directly to the target market.
  • “Southwestern” and “2013” narrow the target market considerably.
  • An easy-to-remember acronym allows people to use shorthand to recall your full event title vividly and accurately.

A title like, “The SaaS-y Forum for Southwestern Media – 2013,” caters to a target market without pandering. It is a title that has momentum. A title with momentum can make a big difference, especially when you’re launching a new event.

Don’t underestimate your event title’s selling power! The right sales event title can help you get the most out of your event audience acquisition efforts by selling your event for you long before you launch a full-scale event audience acquisition campaign.

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