Lab moves are often facilitated for positive reasons – signifying progression, expansion or an exciting new chapter in the history of a laboratory facility or organisation. Despite this few remember to make the most of their lab relocation from a marketing perspective – maximising the benefits of the move and ensuring your lab and the work you do is more well-known, possibly resulting in greater exposure designed to open up investment opportunities and secure important press coverage in industry publications and beyond. Here we share three ways to maximise the marketing potential of your upcoming lab relocation.
Outline and communicate the benefits of the move
Start by setting out the benefits associated with the move. Why is it happening? What will it achieve? How will it improve service delivery? Are you moving on to bigger and better premises? Perhaps you are joining forces with another high-profile team for an exciting collaboration designed to make waves in the industry. This is especially important when there is a negative motivation behind the move or controversial aspect to the relocation. Spinning the situation in your favour will help outsiders to see the changes in a positive light – but it may also help you to get staff and investors on board where disagreement or trepidation are concerned.
Announce in advance to secure press coverage
Press coverage is notoriously difficult to secure if you aren’t prepared. Start by compiling your list of benefits into a succinct, comprehensive document designed to attract and excite journalists. Make a carbon copy then tweak according to the publication you are aiming for. For example, if your breakthrough in cosmetic research affects both the industry and the consumer, compile a press release that focuses on the technical and scientific aspects and achievements for industry press, and a piece aimed at the benefits for the end user to satisfy mainstream publications. If this is of significant importance to you it’s well worth hiring a PR firm with industry experience to manage the marketing and print promotion aspect on your behalf.
Chart the lab move on social media
If your company or organisation uses social media, be sure to announce the move then chart its progress across all platforms. This keeps followers involved and informed and can encourage heightened interest from various groups. Share images and video media from start to finish and don’t be afraid to be creative – building up to the point where you can share and show off the end result.
“We have very positive feedback from the end users regarding all the crews involved in the move. Indeed at a steering group meeting this week one of the senior scientist not only praised the move teams but also requested if the same teams could be used for the move into the CL2 building next year.”The Pirbright Institute
“The Johnsons team worked well with our own internal project team to make the overall move a success. The main phase went without any significant issues, and this was a testament to the close management and supervision of the Johnsons team at both sites during the 3 days of the move.”Mark Garrod, Redx Pharma
“We have a good working relationship and specifically use Johnsons as they are competitive, always turn up on time with the correct number of operatives, and their removal team is always courteous which matters especially when patients and our staff are affected.”David Shepherd, Pennine Acute Hospitals NHS Trust
“Johnsons Laboratory Logistics have been providing relocation services to us for a number of years now. They are competitive, reliable and trustworthy.”Iain Ramsey, Salford Royal NHS Foundation Trust