Know-How Exchange : Strategy

For others to be leave "convinced that the product gives the best 12 hour protection against cavities" one thing you haven't mentioned, but need are health care professionals, speaking without seeminly bias for the product, demonstrating your promise.

I'd base it as many medical seminars (husband is in medical field) they are educational yet put in wonderful venues that entertain as well as educate.

If you don't have a convincing demo and/or compelling testimonials from experts, this is going to be very difficult.

It has traditionally been all but impossible to sell prevention to an audience that is either looking for immediate gratification or steeped in scientific thinking (i.e., requiring proof of efficacy).

I've been there, and know from personal experience that it's going to be a very tough sell for you.

Im not so sure if my question was understood. thanks however for the effort. But what im really looking for is the execution idea or theme such as "save the tooth" which my client rejected as too functional and wants a more emotional one. Usually this big idea sets the tone for everything that takes place at the event from the decor to experiential stands and the event content which includes all the formal stuff about the product and professionals gving speeches. So a medical seminar is not quite it...too formal. there will be demos showing how the product works to prove its claim, so i think that's covered. What im looking for is the idea/ concept that sets the tone. I'm currently thinking something to do with smiles..'The best smile / perfect smile, focusing on the appearance aspect of cavityless teeth than the pain of cavity teeth. Im thinking that the ultimate reason why people dont want cavities is because they make the teeth ugly as well as are painful . So focusing on the perfect teeth translating into the brightest smile sounds like a good idea....but not sure how to bring it together. Any further help in this direction will be greatly appreciated. thanks.

Rethink, a smile can be pretty still have cavities. You are talking health vs smile.

You say your audience is health care professionals-- they have heard it "nice smile" that is nothing different. You are talking to an audience that wants statistics and credentials.

Maybe you need two breakouts, few health care pros will attend a seminar with parents. they are two different persepectives.

Kids 5 to 10 have wonderful smiles already. Every parent thinks that their kids have great smiles. Dig deeper..

Thanks again for this discourse. I think we are getting somewhere. I had the chance to discuss some of these developing ideas with the client today and she showed an interest in some ideas like:

Grow kids....not cavities
A stitch in time.....
Nip it
Perfect Smile

and we were tasked to come up with more in this direction. So still looking for one which hits the nail right in the head!

I''m thinking....

Smile....No Cavities!

What do you think? Any better idea out there? And how do we bring it alive? Please help....my deadline is 12th October!!!!!

Thanks again Puru for your interest in keeping up this discourse.

I particularly liked the bit you mentioned about mothers always wanting their child to smile....And of course if a child is suffering from cavities which cause tooth aches....there is no smile. So smile here equals happiness due to the fact that there is no more fear of cavities and the pain and discomfort they bring!

I think this brings it closer to home and makes it easier for me to defend the Smile related ideas.

Moving this forward, i am open to further ideas on how to bring this idea alive in practical ways.

I am thinking doing a "Happiest Smile" contest etc...as something guests could do as they walk in to the event. of course this is just an opportunity to engage them, so you can tell them the functional benefits.

Any other ideas on what else i could do?

cheers