tumped over what to call your Live Demo? It’s worth taking the time to come up with just the right title. Just like the right subject line drives someone to open an email, so will a strong demo title lure attendees to visit your Showroom and sign up.

So far we’ve had a chance to eyeball hundreds of demo titles and descriptions. It’s very clear that the number one mistake exhibitors are making is not putting any thought into the title and description. The temptation is to simply name your demo what you call it internally. “Model 5600”. But why would anyone sign up for that? Your title and description are your “silent salespeople”. Much like a package on a shelf, they must take nothing for granted and must sell the attendee on clicking, or they’ll just keep scrolling until they see something more interesting.

It’s clear that so many exhibitors write titles under the assumption that attendees have already decided to come see the exhibitor's demo. But just because you decided to schedule a demo doesn’t mean your target prospect will come. Really, you need to take the opposite approach. Write your title under the assumption that attendees are too busy or distracted to attend. Your title and description should not sell your product. They should sell the attendee on attending the demo. And if you are participating in PMMI Media Group’s Live Demo Planner, the above is doubly true.

Don’t make the mistake of presuming interest. Don’t think of it as a catalog that where you simply list the product name. This is a demo title, not your product's title. The two are very different.

Not putting thought into a title that sells attendees on attending your demo, more than anything else we can think of, will make the difference between a very bad show for you and a very good one.

What makes a compelling title

Here are some ideas to help you brainstorm. Keep in mind, wordcounts are tight—so you may not be able to pursue every approach. But even just following one can go a long way to driving attendance.

Reference the most compelling pain point that your product solves

Focus on one key challenge your product solves. If you’ll be demonstrating, say, a flow wrapping machine with hygienic design features that include disassembling quickly for easy washdown, and it’s also a reliable machine that performs well at average speeds, you’ll be best served highlighting its most defining feature. So, in this instance, you might say something such as “Sanitary Flow Wrapping with Complete—and Easy—Disassembly.” If, however, the same product differentiates from competitors by its reliability and your product’s strengths in this are what typically most interests customers, then perhaps you’ll be better served by something more like “The Secret to Improving Flow Wrapping Reliability.”

Note: Trying to be everything to everyone can water down your message. So if you can focus around one compelling pain point that you solve, you’re sure to grab attention from those struggling in that particular area.

Tease connection to something larger

Consider whether you would rather attend, “5 Ways to Improve Coding Quality” or “Company A Demonstrates XYZ Printer.” The former sounds a lot more educational and important, no? If you can tie your title to anything bigger picture––a current trend, action steps, future predictions, typical pitfalls or the like–– you’ll elevate the importance of your demo in attendees’ eyes.

Leverage fear

Use of fear in your demo title—whether it’s the end user’s fear of making the wrong decision or fear of missing out on features—can help your demo listing stand out and aid recall. (The headline of this blog post is a great example of this exact tactic.) Focusing around worst-case scenarios or desire not to “blow it” can be very powerful—often, more powerful than even discussing potential benefits. Examples of this approach might include a title like “Growing Your Beer Production? Don’t Forget These 5 Things” or “Protecting Product from Ink Leachability.”

Play up vertical relevance when appropriate

If you’re demonstrating a coffee bagger, and almost all of your customer base consists of coffee and tea makers, then it stands to reason you should work coffee into your description. Someone in the vertical is going to be far more likely to attend “Bagging Must-Knows for the Coffee Industry” or “The High-Speed XYZ Bagger Tackles Coffee” than something more generic simply referencing bagging. Yes, targeting like this can be risky in that you may miss out on bringing in attendees from other areas. But if those individuals aren’t the majority of your customer base anyway, then you’re better off focusing your efforts on lead generation with greatest likelihood to convert to sales.

Consider your description

Don’t think about your demo title in a vacuum! Word counts are tight: Your demo title is limited to 65 characters, including spaces. And while you have 600 characters for the description, the first 20% to 30% are the most important. Reason: If you purchased (or will purchase) a featured listing in Live Demo Planner, the first 250 characters of what you submitted via Map Your Show are displayed in the online version. (For the print version, advertisers are able to write a separate, shorter 140-character description -- see specs.) Consider how to pair the two together to maximize your efforts. If you can’t fit relevant pain point or vertical into your title, for example, then consider working one or both into your description text instead.

Want to see actual examples of bad demo titles and good ones? See our post on this.

Sep 3, 2020
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