Question

Topic: Advertising/PR

A Name For A Business That Organises Seminars

Posted by ellemartin00 on 4/27/2016 at 6:10 AM ET 250 Points
My mum is currently trying to begin a business. The business will focus on providing seminars, presentations and demonstrations. These will be organised with the host/ presenter before hand and then customers will pay to attend seminar/ presentation. For example, people come in to the store where an Avon lady goes in and shows off make up or does a beauty class or women come in to have a painting lessons with free wine and cheese tasting. Seminars with motivational speaks about becoming inspired Or something like this (no specific topic or subject). She is looking for a tone that is about fun, educational, learning, feminine. She is looking for a business name that is unique but relates the business and maybe its objectives. Also, any ideas for presentations/ demonstrations/ seminars for the business are widely appreciated :)

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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/27/2016 at 8:18 AM Accepted
    It sounds like your mum is going about things backwards. Rather than create a business and then create seminars that businesses might be interested in, why not have her start by contacting 5-10 businesses and ask if they hire outside consultants to develop seminars and/or presentations - and if so, how they choose them. Once it becomes clear that there's a need for a specific service, then you can develop both a marketing strategy and name for the business. Otherwise, everyone's guessing on what's important for success. Why not start by asking about the need, and targeting in on it?
  • Posted on 4/27/2016 at 1:49 PM Accepted
    Jay is right, as usual. You are starting at the finish line in a couple of ways.

    First, the name needs to be about the benefit for your target audience. Who is that target audience? Who is supposed to buy what you are selling? Why? What unique and compelling benefit can they expect?

    Second, you need to conduct at least a dozen informational interviews with your target audience to see how they view this idea and whether they would be interested customers. There is no sense developing a business that nobody values, right? (Side benefit: You will hear the words they use when they discuss their attitudes, and those may point to a great name that will resonate with the target audience.)

    It seems premature now to be looking for a name for the business. That's usually one of the last steps.
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